Webcasts On Demand

Marketing in the Mobile World:  Findings from Millward Brown’s AdReaction 2012 Study

The mobile landscape of today is very similar to the online landscape of yesterday. Consumers have an appetite for the right content and messages, but they don’t feel like brands have found the balance to provide them what they want via mobile. However, even though most brands aren’t currently meeting expectations, consumers want to like mobile marketing and the potential for brand building is huge. The AdReaction Study, which combines quantitative and qualitative methods from Millward Brown’s business units, offers an in-depth look at mobile users’ receptivity to brands in this intimate space and actionable insights for marketing success. 

Presented by:
Joline McGoldrick – Director, Research, Dynamic Logic, Millward Brown’s Digital Practice
Jayne Dow – Director, Firefly Millward Brown
 

Learning from Winners Part 6: Subaru and Harris Interactive

Special Webcast – Free to member and non-members!

In 2007, Subaru of America was at a crossroads: sales were stagnant, loyalty was declining, and it seemed nearly impossible to expand beyond a small cadre of niche audiences in limited geographies. Yet, the company was convinced that if it could bottle the unique connection between a Subaru and its owner and activate that connection in more like-minded people, the brand could leapfrog its challenges and position itself for growth.

With the help of Harris Interactive, Subaru and their agency partner, Carmichael Lynch proved successful with a research strategy that was less a program than it was a collaborative process of asking the right questions to uncover, activate, and measure the impact of owner love. At this webcast, learn how a unity of purpose among all stakeholders, a laser-like focus on a single objective, and research trained solely on reaching that objective helped Subaru outperform the U.S. market and become one of only two brands to report consecutive annual sales gains during the worst years of the automotive downturn.

Agenda

12:00–12:15pm
Welcome, ARF Updates and Introductions
Zena M Pagán – Forums and Ogilvy Awards Manager, ARF

12:15–12:45 pm (30 minutes)
Automotive Award Winner: “Owner Love” Subaru of America
Mary Alicia Devine – Market Research Manager, Subaru of America
Joan Sinopoli – SVP, Senior Consultant, Brand and Communications, Harris Interactive

12:45–12:55 pm (10 minutes)
Open Q&A

12:55–1:00PM (5 minutes)
Closing Remarks
Zena M Pagán – Forums and Ogilvy Awards Manager, ARF

Twitter: @the_arf; #ogilvyawards
 

Fundamental shifts in the consumer marketing landscape have created the demand for better ways to understand consumers and the marketing used to influence them. Historically, firms have used a variety of statistical techniques to build mathematical representations of the relationship between marketing spend and the resulting outcomes. And, in the past, when there were fewer options for spending marketing dollars, these techniques fit the requirement well. Today, the number of options available to connect with consumers has exploded—each with unique measurements, resulting in a transformation of the way marketing mix modeling (MMM) is handled. This webinar will focus on:

• How new consumer behavioral data is changing MMM
• Applying new sources of emerging media and consumer behavioral data to marketing decisions
• Making sense of all the data available to evaluate the value of digital and traditional media channels in tandem

Tune in and gain valuable insight on how marketers can use data to effectively connect with consumers.

Presented by:
Damon Ragusa – Founder & Chief Strategy Officer, ThinkVine
Jim Spaeth – CEO, Media Behavior Institute
 

Remember when families sat down together to watch a single television program with no distractions other than getting up to make popcorn? The days of the focused audience are long gone. Almost 30% of America’s population owns a tablet computer, many of whom are using it while watching TV. Tablet computers have changed both how media is consumed and the viewer’s experience in doing so. Without cannibalizing television viewership, it has never been more important to effectively reach these people and measure ad performance across media platforms. But can it all be done on an iPad?

Join Ameritest as they dive into cross-platform media consumption, what it means for researchers, and how to accurately measure it.

Presented by:
Abigail Dufay – Research Director, Ameritest
Sonya Duran – Research Director, Ameritest

Brands face unprecedented digital challenges, including a fragmented media landscape of many outlets, many voices, many influencers and even more ways to measure. So how does a brand marketer effectively build a brand? Nothing has changed in the fundamentals of building a brand: Brands still need to reach their audiences and influence brand opinion. If anything, brand building online has actually become easier as brands now have immediate feedback on reach and resonance. They can now be optimized in real time in order to become more successful.

At this webcast, through a series of case studies, you’ll learn:

• Key metrics for determining online brand advertising effectiveness
• Critical data points to review
• Best practices for optimization

We'll demonstrate how brands have optimized their reach and resonance in spite of, or due to, the many new digital challenges.

Presented by:
Chris Louie – VP, Product Leadership, Media Emerging Corp, Nielsen
 

Learning from Winners Part 5: Verizon

Special Webcast – Free to member and non-members!

When sales aren’t picking up, great research-based advertising might be the answer. For Verizon, it was. Join us November 14 and hear from a company who created an innovative campaign by compounding brand awareness with research. The results were astounding, and in 2012 won a prestigious ARF David Ogilvy Award.

Lopez Negrete Communications and Verizon will discuss their winning research strategies, which were celebrated by the industry and escorted them straight to the winners circle. Free and open to members and non-members, this webcast might just be the first step to winning your own award.

Agenda

12:00–12:10PM
Welcome, ARF Updates and Introductions
Zena M Pagán – Forums and Ogilvy Awards Manager, ARF

12:10–12:45PM (35 minutes)
Research Achievement Winner, Multicultural Award Winner: “Enciéndete FiOS,” Verizon FiOS
Eugenia Archetti – Research Director, Lopez Negrete Communications

In the turbulent context of the highly commoditized telecommunications category, five years after its initial launch FiOS still lacked awareness and differentiation among the Hispanic community. Lopez Negrete created a comprehensive research strategy designed to identify the target and subsequently inform a customized Hispanic marketing strategy. The Passionistas emerged as the lead communications target. This newly defined group of bicultural and unacculturated Hispanics, tied by their shared mindset and attitudes toward technology, are the digital trailblazers of U.S. Hispanics. The Enciéndete FiOS campaign objective was to engage consumers from awareness to action; the creative strategy was to make FiOS tangible by featuring situations in which it empowers and improves consumers' lives. The results speak for themselves. FiOS attained a 121% increase versus goal, delivered a 65% increase in call volume, and reduced cost per call by 41% YOY.

12:45–12:55PM (10 minutes)
Open Q&A

12:55–1:00PM (5 minutes)
Closing Remarks
Zena M Pagán – Forums and Ogilvy Awards Manager, ARF

Twitter: @the_arf; #ogilvyawards
 

Social media analysis has, in a sense, opened up a new source of valuable research data. As research practitioners, we need to understand the trade-offs of this data source, harness available information to streamline the research process, add insight, and ultimately improve decision-making. This presentation will focus on two specific use cases.

Augmenting structured quantitative surveys with social media data to strengthen survey analysis with rich qualitative insight. Combining respondents’ social media interactions with structured survey responses will develop in-depth, segmented customer personas, yielding rich profiles impossible to generate with online surveys alone. This technique will demonstrate how to establish in-depth, sophisticated segmentation based on social media narratives gathered simultaneously with online survey research. No longer is a respondent merely a 25–34-year-old mom living in California; instead, social media information paints the picture of a young and affluent “Natural Mom,” a yoga lover who shops at Whole Foods, buys organic, and hates plastics.

Using social media monitoring to build better customer satisfaction programs. Recently, many companies have moved toward mining social media data for customer opinions and reducing their focus on customer satisfaction survey research. These two programs should ideally work in tandem, and the data generated by social media data mining should build a better, and more accurate customer satisfaction survey to attain the holy grail of customer satisfaction research: uncover negative sentiment that wasn’t previously known that if left unexplored will impact the bottom line.

What’s NEW about this presentation:

This presentation will focus on two specific techniques that are easily implemented during a structured survey experience and enable market research professionals to capitalize on available information to provide a deeper, more holistic customer narrative and better research.

Key takeaways:

Attendees will leave this presentation with a deeper understanding of social media and how it can be used to supplement research programs and improve study designs in order to:

• Augment quantitative data with qualitative social media data. This hybrid approach can be used to uncover new and unexpected findings about your target market (without asking a single question!).
• Leverage social media to improve customer satisfaction programs and reveal unknown drivers of customer satisfaction, negative sentiment, and more.

Presented by:
Carol Haney – Vice President Product Marketing, Toluna
 

Gain an understanding of the marketing trends driving one of the highest spending sectors in the media landscape. Over the past dozen years, financial services companies have pursued new innovations and aggressive marketing campaigns to combat a recession and historical financial crisis. Confronted with increased competition, federal regulation, and turbulent market conditions, these marketers have adapted their strategies and messaging to echo the realities faced by millions of Americans today. Topics covered will include:

• Ad spend breakdown by advertiser, category, and media (Syndicated, Network, Cable & Spot TV; Newspapers; Magazines: Radio: Outdoor) 
• Overview of financial services marketing by category, including insurance, consumer banking, credit card, and investment & retirement products
• Best practices for television advertising, digital marketing, and creative messaging

The webcast will run approximately 45 minutes, followed by a Q & A session.

Presented by:
Richard Fielding – Chief Client Officer, Kantar Media North America
Julie Liesse – Reporter, Advertising Age
 

Social media and viral marketing have been some of the hottest topics in online brand advertising over the last few years. But as advertisers have tempered their initial fascination with the reality of defining measurement and success, an age-old question arises - do they actually work? And how are Publishers, Agencies and Advertisers leveraging and measuring Paid Social Advertising today and heading into 2013?

Join us for this 60-minute webcast where we will share the results of a recent survey in which more than 500 digital executives weighed in on their Paid Social Advertising strategies. Highlights of the survey that will be covered include:

* Percentage of budgets have been dedicated to Paid Social Advertising in 2012 and how that's expected to change in 2013
* Metrics used to measure Social Advertising ROI and their effectiveness
* Best practices to optimize your brand lift while still in-flight to reach your Social Advertising goals

Presented by:
Susan Chaika – Senior Manager, Product Marketing, Vizu, a Nielsen Company
 

Learning from Winners Part 4: Hunt’s, Latte Love and International Delight

Special Webcast – free to member and non-members!

Hunt's, Latte Love and International Delight present How to Win an ARF David Ogilvy Award

All of our nominees worked hard to win, ConAgra, and Vizu had what it takes to win the prestigious ARF David Ogilvy Award. How did they do it? They had the secret recipe for a research-based campaign that exploded the taste buds of their clients: Hunt’s, Latte Love, and International Delight.

So what are you cooking with?

Join us on October 17 for a free webcast that will uncover the winning research and strategy of each of these agencies, and demonstrate why Hunt’s and International Delight were applauded by the industry for their recent campaigns.

You and your team will be cooking up award-winning recipes in no time.

Agenda

12:00–12:10PM
Welcome, ARF Updates and Introductions
Kelly McSorley – Director of Events, ARF

12:10–12:30PM
2012 Packaged Goods Award Winner: “Hunt’s Crashed Kitchen Tour” Hunt’s Tomatoes
Kris Mueller – Director, Consumer Insights, ConAgra Foods, Inc.

Hunt’s is the leading branded player in canned tomatoes overall, but under shared in the growing diced tomato segment. Going deep with the consumer via quantitative and qualitative research enabled the team to uncover a meaningful point of difference for the brand in order to pull consumers out of their “sleep walking” buying behavior of canned tomatoes. These insights were brought to life in Hunt’s “Crash Kitchen Tour”, which began airing in October 2009 and based on its success, is now in its third year in market. The campaign challenges consumers’ complacent attitudes toward canned tomatoes by focusing on what was uncovered as their tomato gold standard, “backyard garden fresh look and taste”, with Hunt’s FlashSteam® process. The campaign features George Duran, a high-energy celebrity chef spokesperson, in a fully integrated campaign that includes TV, digital, and PR. In just two years, the campaign has fueled growth, with the business tracking ahead of meeting its five-year market share growth objective.

12:30–12:50PM
2011 Retail + E-tail Award Winner: “CoffeeHouse Inspirations Skinny” International Delight
Jeff Smith – Chief Marketing Officer, SVP, Client Service, Vizu

What if brand advertisers could boost the return on their advertising investment by hundreds of thousands of dollars by making in-market adjustments to their digital advertising campaigns? Horizon Media and International Delight did just that, leveraging real-time Brand Lift metrics provided by Vizu Corporation to measure and optimize the brand impact of their digital awareness campaign. When International Delight was launching their new line of CoffeeHouse Inspirations Skinny coffee creamers, they turned to Horizon to help them create and execute an effective awareness campaign online. Horizon Media turned to Vizu for the technology needed to ensure the brand-building effectiveness of the initiative by measuring and optimizing the campaign's performance against its primary marketing objective - building awareness for a new product line - in real-time. Leveraging real-time Brand Lift metrics from Vizu, Horizon compared Brand Lift performance across all exposure frequencies, creative units, targeting segments, and site placements, and in so doing identified in-campaign optimization opportunities that increased Brand Lift against the awareness objective by 34.4% and the campaign's effective media spend by over $100,000. Join us to learn how to use real-time brand metrics to make your online brand campaigns more effective.

12:50–1:00PM
Open Q&A

1:00–1:05PM
Closing Remarks
Kelly McSorley – Director of Events, ARF
 

In the U.S., population shifts have created new opportunities to market to increasingly important buyers in multicultural segments: Hispanics, African Americans, and Asians. While the opportunity is well documented, the keys to success can be elusive.

In this webcast, a Nielsen expert will share the results of a comprehensive survey of over 40 major CPG manufacturers, retailers, telecom, and media companies. The study reveals some of the important characteristics and best practices that distinguish organizations who are growing revenue and share with multicultural consumers. Through an in-depth analysis, critical success factors across entire organizations are identified and evaluated, resulting in key insights into how to grow your business with multicultural consumers. More specifically:

• What value do top-performing companies place on reaching and understanding multicultural consumer groups?
• Which organizational and operational factors are common to those companies most focused on multicultural audiences?
• Which marketing strategies have been proven successful in reaching and engaging multicultural consumer groups?
• How do top companies measure engagement, and what tools are used to determine success?

Presented by:
James Russo – Senior Vice President, Consumer Insights, Nielsen
 

We all know obesity is our nation’s biggest health crisis. Ever. We also know that the government is looking at food marketers—especially the quick service restaurant category—to be more transparent about their nutrition in hope that consumers will become more savvy and make smarter eating decisions. Now that McDonald’s announced in The Wall Street Journal on September 13 that they are officially beginning to list calorie information on all of their menus nationwide, hopefully they will have an impact on the category and others will follow.

Join Ameritest and partner Chris Young, a two-time James Beard Award winner and author of Modernist Cuisine: The Art and Science of Cooking, for a two-part series on how to navigate the world’s need for new sensibilities in food marketing. Chris Young, director of Food Innovation at Johnson & Wales University and CEO of the Seattle food design firm, Delve, will ground us in the science of food calories and debunk common myths; Ameritest will then analyze consumer perceptions about the caloric context of fast food based on a year-long study of a large database of over 70 fast food TV commercials. Finally, we will explore how advertising can influence the “caloric price” consumers are willing to pay as they stay within their calorie budget.

Presented by:
Chris Young – Coauthor of Modernist Cuisine: The Art and Science of Cooking, Managing Director of Delve Kitchen
Samantha Moore – VP, Director of Client Services, Ameritest
 

Motherhood significantly impacts how women use media and contributes to over $2 trillion in spending power. Moms are using the latest digital devices as necessities—not luxuries—to help her master the changing media landscape for herself and her family as she takes on the new role of Family Media Manager. Compared with the general population, moms over-index on ownership and usage of EVERY digital device, including laptops, digital cameras, DVRs, and gaming consoles. How are you approaching your communication with this critical audience segment?  

Join us for a webinar that focuses on the American Media Mom based on a joint study between Nielsen and BabyCenter. Before engaging Mom, marketers need to be aware of the changing dynamics affecting her media choices, and plan accordingly. Nielsen and BabyCenter subject matter experts will share findings about moms including: media shifting behavior, device adoption, time spent across various media platforms, social media and mobile usage, and growth trends.

Presented by:
Summer Schiavo – Director of Trade Research, BabyCenter
Jackie Bergeron – VP, Local Audience Insight, Insight and Policy, Nielsen
 

When Sony needed to begin designing a new product, they turned to their best and brightest resource: their customers. Learn how Sony used CrowdWeaving to allow customers to generate new ideas and weave them together to help create a new product!

Presented by:
Sean Holbert – Executive VP, Client Relations, KL Communications
Jessica Bates – Product Research Analyst, Research and Innovation Center, Sony Electronics
 

Learning from Winners, Part 3: Budweiser and Ipsos ASI

Special Webcast – free to member and non-members!

Budweiser and Ipsos ASI present How to Win an ARF David Ogilvy Award

Budweiser and Ipsos ASI are two very different companies with at least one thing in common: great research earned each of them a prestigious ARF David Ogilvy Award in 2012.

Can yours do the same?

In this webcast, learn why the research behind recent campaigns for Budweiser and Ipsos ASI were celebrated by the industry and what steps you can take to earn your team the next big award.

Join us on Wednesday, September 19, for a free webcast that will shed light on what worked for two of this year’s big winners.

Agenda

12:00–12:10PM
Welcome, ARF Updates and Introductions
Zena M Pagán – Forums and Ogilvy Awards Manager, ARF

12:10–12:40PM
2012 International Award Winner: “Anticipation” Budweiser
Jennifer Wang – Global Insights Manager, Brands And Connections, Anheuser-Busch InBev
Patty Altman – SVP, Copy Testing, Ipsos ASI

In 2009 Budweiser, the iconic beer brand, faced an important challenge in the U.S., its home market, accounting for a majority of the brand’s sales globally. While widely known and consumed in the U.S., the brand had been in decline since 1985, losing share and struggling to remain relevant with consumers. The challenge was clear: to drive consumer reappraisal of an iconic brand, and in particular, to reintroduce them to a brand with which they were already familiar. Budweiser’s dream, to become the first truly global beer brand, added an additional layer of complexity, as they needed an advertising strategy that would create awareness, desire, and a need for the brand in a variety of markets around the world. Working with Ipsos Marketing, Budweiser conducted extensive research to understand which concepts would work globally and to identify the most effective marketing concept. Research for the campaign included an Ipsos analysis on Budweiser's new digital initiative intended to attract younger Legal Drinking Age (LDA) consumers and work with Perception Research Services to refresh the Budweiser can, a launch that was supported by outdoor media and TV.

12:40–12:50PM
Q&A

12:50–1:00PM
Closing Remarks
Zena M Pagán – Forums and Ogilvy Awards Manager, ARF
 

As different media enable access to content anytime, anywhere, the need to understand how consumers’ daily lives impact media use and likely receptivity has become more important than ever. Drawing on Media Behavior Institute's USA TouchPoints data, this webcast will illustrate how insights into where people are, who they are with, what they are doing, and which media they use combine to better inform media planning, budget allocation, sales strategy, and integrated marketing planning among agencies, media owners, and advertisers alike.

Presented by:  
Alice K. Sylvester – Chief Operating Officer, Media Behavior Institute
 

Listen in as Ameritest helps highlight valuable lessons learned about what makes a video go viral from Subutai Corporation’s wildly successful use of Kickstarter.com. If you haven’t heard of Kickstarter.com, they are an online crowd sourcing website that helps fund creative projects. Subutai Corporation created a video to build buzz and generate funding for their new videogame, CLANG. The bottom line: they “killed it.”The video was not only successful in raising over $500,000 for the team’s visionaries, it also received coverage by news sources including USA Today, Forbes and Wired.

 This presentation will answer important questions, such as:

• What about this video made it viral?
• Why was it so successful as a piece of digital media?
• What can we learn and apply to our understanding of digital advertising?
• Can we translate these learnings to other media?

Presented by:
Jodie Lord – Research Director, Ameritest
Dustin Simon – Research Analyst, Ameritest
 

Voted the best Key Issue Paper of Audience Measurement 7.0!

By leveraging consumer targets in planning and buying TV, Kraft drove growth for its brands. At this webcast, an encore of the Key Issue Paper voted the best presentation at Audience Measurement 7.0, attendees will learn the potential for growth within their own brands.

Presented By:
Terese Herbig – SVP, Sales & Marketing, TRA, Inc.
Mike Judge – Sr. Director, Consumer Insights & Strategy, Kraft/Oscar Mayer
John Marson – Sr. Manager, Media Planning, Kraft Foods
 

Learning from Winners: Draftfcb

Special Webcast – free to member and non-members!

Draftfcb Presents How to Win an ARF David Ogilvy Award

One of the largest global advertising agencies in the world, Draftfcb will provide an inside look at two of their award winning campaigns—PACCAR Parts and the United States Postal Office.

At this webcast, learn why the research behind recent campaigns for “Communications Targeting Program” and “Your Other Address” were celebrated by the industry, and what steps you can take to earn your team the next big award.

Join us on Wednesday, August 15, for a free webcast that will shed light on what worked for two of this year’s winners, PACCAR Parts and the United States Postal Office.

Social Channels:
Facebook: http://www.facebook.com/events/204692932989808/
LinkedIn: http://linkd.in/LWagiA
Twitter: @the_arf; #ogilvyawards

Agenda

12:00–12:10PM
Welcome, ARF Updates and Introductions
Zena M Pagán – Forums and Ogilvy Awards Manager, ARF

12:10–12:35PM (includes Q&A)
2012 Business-to-Business Award Winner: “Communication Targeting Program” PACCAR Parts
Kevin Hartman – SVP, Director of Customer Intelligence, Draftfcb (@kevinhartman; @draftfcb)

PACCAR is a global technology leader in the design, manufacturing, and customer support of premium trucks under the Kenworth, Peterbilt, and DAF brands. PACCAR Parts Division is the aftermarket parts provider that delivers its products and services to customers worldwide through their extensive dealer network of nearly 1,800 locations worldwide. While the company invests a significant amount in providing marketing support to its dealer network with limited insight on end-users themselves, there was plenty of room to strengthen the marketing communications. To remedy this, PACCAR developed the Communication Targeting Program (CTP) as an evergreen platform to optimize current market communication touchpoints within an integrated marketing strategy. The program launched in 2011 and has shown significant impact on sales and ROI.

12:35–12:55PM (includes Q&A)
2012 Government + Non-Profit + Public Service Award Winner: “Your Other Address” United States Postal Service (@usps)
Kevin Hartman – SVP, Director of Customer Intelligence, Draftfcb

In November 2010, the Post Office announced a total revenue loss of $8.5 billion for fiscal year 2010. Faith in the Postal Service as a sustainable entity was wavering, and one of their key offerings, the PO Box, was experiencing declining revenue and occupancy for three consecutive years—34% of all PO Boxes were vacant. The Postal Service needed to infuse the public with a new way of thinking about PO Boxes and provide a new, relevant reason why the PO Box is necessary. To this end, research pointed to the development of a perfectly executed and tremendously successful campaign dubbed “Your Other Address” that shifted the target market and elevated the PO Box to aspirational status.

12:55–1:00PM
Closing Remarks
Zena M Pagán – Forums and Ogilvy Awards Manager, ARF
 

In his new book, Thinking Fast and Slow, the Nobel prize winning economist, Daniel Kahneman, talks about the importance of understanding the difference between our "experiencer self" and our "remembered self" in order to arrive at a complete understanding of the decision-making process of the consumer.

Currently there is a great deal of focus on using the new tools of biometrics and neuroscience in order to understand the reactions to advertising in real-time, or those of our "experiencer self." But there are still some things that are best understood through analysis of self-reported data, in other words, the data provided by the "remembered self."

Join Ameritest for this second of a two part webcast as they review important learnings from R&D experiments on how advertising experiences work their way through our mental portals to become long-term memories, and ultimately, what we commonly call a brand.

Presented by:
Samantha Moore – VP, Director of Client Services, Ameritest
Sean Scott – CIO, Ameritest
 

Introducing Predictive Foresight Analytics, Understanding, and Predicting Consumer Behavior in Future

While most of insights and analytics work is leveraged by marketing to make decisions about the future, the CI approaches and the insights generated have been mostly about the past and can’t be directly utilized for future recommendations. In the last seven years, 4i has successfully utilized a new advanced approach called Predictive Foresight that leverages data, insight, innovative problem solving, forecasting, and optimization techniques to turn insights into predictive foresights—helping to forecast how consumer behavior may be changed in the future and ultimately drive foresight-driven growth strategies. During this webcast, 4i will demonstrate the methodology and provide specific examples for developing predictive foresights and how to leverage them to identify future growth opportunities.

Presented by:
Eugene Roytburg, Ph.D. – Managing Partner, 4i, Inc.
 

In his new book, Thinking Fast and Slow, the Nobel prize winning economist, Daniel Kahneman, talks about the importance of understanding the difference between our "experiencer self" and our "remembered self" in order to arrive at a complete understanding of the decision-making process of the consumer.

Currently there is a great deal of focus on using the new tools of biometrics and neuroscience in order to understand the reactions to advertising in real-time, or those of our "experiencer self." But there are still some things that are best understood through analysis of self-reported data, in other words, the data provided by the "remembered self."

Join Ameritest for this first of a two part webcast as they review important learnings from R&D experiments on how advertising experiences work their way through our mental portals to become long-term memories, and ultimately, what we commonly call a brand.

Presented by:
Samantha Moore – VP, Director of Client Services, Ameritest
Sean Scott – CIO, Ameritest
 

Learning from Winners: Saffron Road, Ad Council, and Rockwell Tools

Special Webcast – free to member and non-members!

Saffron Road, Ad Council, and Rockwell Tools present How to Win an ARF David Ogilvy Award

Three very different companies have at least one thing in common: great research earned each of them a prestigious David Ogilvy Award in 2012.

Can yours do the same?

In this webcast, learn why the research behind recent campaigns for Saffron Road, Ad Council, and Rockwell Tools was celebrated by the industry, and what steps you can take to earn your team the next big award.

Join us on Wednesday, July 18 for a free webcast that will shed light on what worked for three of this year’s winners – Saffron Road, Ad Council, and Rockwell Tools.

Agenda

12:00–12:10PM
Welcome, ARF Updates and Introductions
Zena M Pagán – Forums and Ogilvy Awards Manager, ARF

12:10–12:30PM
2012 Digital Media Award Winner: “Halal History in the Making” Saffron Road and Whole Foods Market
Adnan Durrani – Chief Executive Officer, American Halal Company, Inc. / Saffron Road
Lisa Mabe – Founder, Principal, Hewar Social Communications

During August 2011’s Ramadan Saffron Road embarked on a campaign to proactively reach out to Muslim consumers in hopes of creating more awareness and ultimately driving a surge of consumers to purchase Saffron Road for their Ramadan grocery needs. From a nationwide sale promotion and retail partnership to collaborating with a Halal food expert, Hewar Social Communications made a significant impact in Saffron Road, further connecting emotionally with American Muslims and non-Muslims.

12:30–12:50PM
2012 Government + Non-Profit + Public Service Award Winner: “Take the First Step” GED Achievement
Ozzie Fuentes – Senior Strategist, DDB Chicago
Katie Goodhew – Account Executive, DDB Chicago

Today, education is critical to success, and a high school degree is the first step. Data unequivocally shows that students who drop out of high school tend to earn less, perform less well in society, and have a lower quality of life. To give people a second chance at transforming their lives, the “Take the First Step” campaign targets young adults in their 20s and early 30s who may want to get their GED (and then pursue further education), but have no idea where to start. In-depth qualitative and quantitative research among this hard-to-reach population provided the team a nuanced understanding of their current lives and aspirations. Results to date, as measured by online and phone inquiries about GED Achievement’s network of classes and training programs, have surpassed all expectations.

12:50–1:10PM
2012 Retail + E-tail Award Winner: “Rockwell Jawhorse” Rockwell Tools
Brendan Kitts – Vice President, Analytics, PrecisionDemand

Rockwell, a maker of quality hand tools, had a 2010 holiday forecast of 32,000 units to be sold in retail stores, although the client believed that sales could be significantly less. As a result of the use of rigorous techniques to measure cross-channel elasticities and then maximize their impact during rollout, 42,500 units were sold, breaking sales records. Since then, Rockwell has expanded its television presence across many more tool categories and has used strong experimental methods to produce startling results. 2011 was Rockwell’s most successful year to date.

1:10–1:25PM
Open Q&A

1:25–1:30PM
Closing Remarks
Zena M Pagán – Forums and Ogilvy Awards Manager, ARF
 

Together 360 Market Reach, Inc. and The Food Collective will share insights on the All-Natural and Organic category. They will share results from a recent primary research study on consumer involvement with all-natural and organic products, including what prompts product interest, purchase, and ultimately, brand decisions. They will review what types of claims or benefits garner the most appeal, trial, and purchase within this segment and look at product positioning.

Presented by:
Alicia Ierardi – Co-Founder, 360 Market Reach, Inc.
Pat DePietto – Co-Founder, 360 Market Reach, Inc.
Ramona Kent – VP, Business Development, The Food Collective
 

All too often, companies make important business decisions with an incomplete picture and fail to understand the critical nature of sample representativeness, confidence intervals and what they mean, and more. During this webinar, attendees will view research-on-research conducted using the Toluna Global Omnibus powered by revolutionary SmartSelect™ methodology, and will leave with a better understanding of how this revolutionary method for selecting respondents can help ensure data reliability and expand the possible universe of survey respondents. Attendees will also get a tutorial on confidence intervals and how they can be used most effectively without over-spending on respondent sample.

Presented by:
John Bremer – Chief Research Officer, Toluna
 

The Fitness Consumer: Valuable Insights into a Unique & Highly Influential Consumer Segment

Zoom Media & Marketing and GfK Roper conducted research in January 2012 to gain insights into a previously unstudied unique consumer segment: The Fitness Consumer (defined as people who belong to a health club or gym).   This presentation provides an in-depth look into the findings from this first-ever research, showcasing the qualities, mindsets, and behaviors that make The Fitness Consumer a highly valuable and sought-after consumer segment.

Fitness Consumers represent 20% of US adults—47 million people—who collectively account for $1.1 trillion in discretionary spending power.

Fitness Consumers share a broad range of attitudes and behaviors that demonstrate how Fitness Consumers different from other Americans who don’t belong to health clubs.  Specifically, Fitness Consumers are significantly more likely to be:

• Knowledgeable about a range of products and categories, and interested in continually learning about new products
• Driven, optimistic and successful
• Socially active ­– both in the real world and through social media
• Early adopters of new products and services across a range of categories
• People who make product decisions based on how brands reflect their perceived self-image and presentation
• Highly influential, frequent recommenders

Presented by:
Dan Levi – SVP, Marketing & Research, Zoom Media
Dana Sparber – Director of Research & Insights, Zoom Media
 

Winner of the Great Mind Award for the Best Paper published in the Journal of Advertising Research in 2011, Henry Assael presents his comprehensive study on cross-media research. This presentation will review the literature in cross-media research, both in the Journal of Advertising Research since its inception 50 years ago and in other key marketing journals, and will focus on the following areas:

• The state of media and cross-media research prior to the advent of the Internet
• The focus on an intra-media or silo approach during this period
• The transformation of media research to a more integrative inter-media focus, and the resultant emphasis on media synergies (defined as the joint impact of multiple media that exceed the total of their individual parts) 
• The importance of utilizing sales and ROI criteria to provide allocation guidelines in cross-media planning
• Measurement issues and future directions for cross-media research.

Presented by:
Henry Assael – Professor of Marketing, New York University
 

Launched to the public in March, Google Consumer Surveys provides an efficient method for conducting online consumer research that employs a unique model built around an ecosystem of Researchers, Publishers, and Consumers. Come learn about the product and survey methodology, and hear examples of how companies have leveraged Google Consumer Surveys to help make business decisions with their customers' preferences and opinions in mind.

Presented by:
Monica Plaza – Business Development, Google Consumer Surveys
Jon Sadow – Business Development, Google Consumer Surveys

View the Webcast presentation here!
Download the Google Consumer Surveys Q&A here!
 

The New York Times recently reported new prime-time viewership lows among 18–49-year olds. As the age group that commands the highest advertising prices, how will this behavior, and these reports, affect the May upfronts just a few weeks away?

During this special webcast, Brad Adgate, SVP, Research at Horizon Media, will go beyond his contributions to the New York Times article to discuss how declining viewership reports will affect the industry overall, what the reports mean for the billions of dollars in potential sales revenue, and importantly, the reasons for this decline. Join us as we discuss this important media issue.

Presented by:
Brad Adgate – SVP Research, Horizon Media
 

In this webcast, research partners of the ARF Arrowhead research project share findings and implications linked to digital/social media influence on the purchase process. See how the multi-method, qualitative, and quantitative research design revealed surprising insights about this dynamic environment.

Presented by:
Todd Powers, Ph.D. – EVP Primary Research, ARF
Stacy Graiko – Director, Firefly MB
Jasper Snyder – VP, Converseon
Manila Austin, Ph.D. – Vice President of Research, Communispace
Dorothy Advincula – Sr. Survey Research Manager, comScore
 

The most popular commercials played during the Super Bowl aren’t necessarily the ones that are the most effective in selling a product. An in-market evaluation of the effectiveness of Super Bowl XLVI commercials highlights common mistakes made by Super Bowl advertisers and identifies the few brands that actually convinced consumers to change their behavior. Communicus utilized a unique, longitudinal design research methodology to isolate the in-market effectiveness of 32 Super Bowl commercials and the surrounding social media programs. Overlaid with Ameritest diagnostics, this presentation presents a provocative view of what worked, what didn't, and why.

Presented by:
Jeri Smith – CEO, Communicus
Sean Scott – CIO, Ameritest
 

Imagine your business is the center of your customers’ lives: they wear your logo, paint their faces to show enthusiasm, travel thousands of miles to be in your presence, exult in your successes and grieve in your failures.  They seek out like-minded people and form instant friendships with other customers. When it comes to sampling your product, price is no object to them.  Is this the utopian fantasy of a marketer?  No.  It’s the reality of sports.  While understanding this passion is as easy as turning on our televisions, comprehending what goes into making true fans— who they are, what motivates them, how they are similar, how they differ, what creates this passion—has been elusive. Until now.

StubHub, which provides a convenient way to get tickets to games, and Qualvu, which leverages mobile video to provide companies with a 360-degree view of their customers, teamed up to go beyond creating imaginary versions of target groups to instead create actual video stories of NCAA fans that enabled StubHub to better achieve its marketing goals. 

At this webinar, attendees will learn how StubHub and Qualvu studied the full lifecycle of a fan’s sports season experience through mobile video,  from the discovery and sharing of season events, to ticket access, to planning and coordinating with friends, to the “before and after” season experience.  Attendees will learn what StubHub and Qualvu did with this information to craft more effective messages based on video consumer stories.

Presented by:
Shelley Krasnick – Managing Director, Research & Insights, Qualvu
Christine Young – Senior User Experience Researcher, StubHub
 

This webcast will tackle the age-old question: Does advertising really work?

Tune in as Ameritest sinks their think into this question by unveiling a case study based on:

• 61 months of McDonald’s sales data as reported to Wall Street
• 350 McDonald’s ads
• 1,000 competitive QSR ads
• 129,000 consumer interviews over five years

Presented by:
Chuck Young – Founder, Ameritest
Adam Page – Marketing Science Specialist, Ameritest
 

The universe of survey respondents is finite and becoming more and more constrained, and online researchers and panel companies commonly depend on more than one source to select potential respondents. Toluna has undertaken research-on-research to determine the impact of using multiple sample sources and announces the launch of SmartSelect. This exciting new methodology not only lessens the threat to the reliability and validity of data, but also opens the door to an infinite number of respondent sources. SmartSelect selects potential respondents based on the degree to which their characteristics match an external standard, no matter their originating source. Attendees will leave the presentation with a better understanding of how this revolutionary method for selecting respondents can help to ensure data reliability and expand the possible universe of survey respondents.

Presented by:
Toluna
 

Neuroscience and advertising: The two so desperately want to come together, but no one seems to know how they can best work in tandem. What secrets are consumers keeping that can be unlocked by applying the science behind our brains to the art of advertising? Where does copy testing fit in with all of this, and does it have to be done in person or can it be done online?

Listen in as Ameritest presents their online case study where six Super Bowl ads were tested using an approach that combines quantitative copy testing (Ameritest Methodology) and neuroscience (Realeyes’ facial recognition).

Presented by: 
Sean Scott –­ CIO, Ameritest
 

Join Peter Shafer, Senior Vice President, Enterprise Solutions, Toluna, as he provides insight into the new research tools and technologies that can enable PR firms and ad agencies to use research for a client beyond new business pitches and media attention—all with an eye on what’s new and current in today’s cluttered data-driven environment.

The presentation will provide a series of do’s and don’ts when using survey data to obtain publicity; the best way to handle the myriad of data sources available, from social media mining to syndicated data; and the weight each source carries when trying to pull together a story on behalf of clients.  Finally, the presentation will provide an insider’s perspective into how to transform the research done for new business pitches to supplement knowledge gaps, and how strategic planning can be used to create more cost-effective, complete insight.

Toluna will provide a series of case study presentations to help agencies speed their clients’ insights with DIY survey tools, including specific applications for concept and product testing that produces norms and helps to predict success, as well as tools to leverage Facebook fans and friends for insight generation. Larry Weiss, Founder, Linescale, will co-present with Toluna and outline his unique, automated methodology for speeding insight generation.

Presented by:
Peter Shafer – Senior Vice President, Enterprise Solutions, Toluna
Larry Weiss – Founder, Linescale
 

"I know about neuromarketing research, but how can I apply it?" Charge into 2012 with some examples. This webinar features three case studies of industry leaders using biometrics to answer specific market research questions, with emphasis on how neuromarketing research offers unique value. The media landscape is evolving at an incredible pace with new platforms for brands to communicate and new ways for people to consume information. Biometrics, one method of neuromarketing research, is a way to measure the impact of these opportunities. Come with questions.

Presented by:
Innerscope Research
 

The Millennial generation is often viewed by marketers as one of the most valuable segments of the population, mainly due to the powerful combination of the group's massive size and strong purchasing power, estimated to be $170 billion per year. It is no wonder why marketers are keenly interested in better understanding this group and how to effectively reach them. The unique characteristics of this generation present both challenges and opportunities for marketers looking to target this segment. This webinar will include groundbreaking new research from comScore, revealing the most effective strategies brands can undertake to reach Millennial consumers.

Presented by:
Doug Crang – Director, comScore, Inc.
 

Google+ is about starting real conversations with the right people, and treating your customers more like people and less like web traffic. It's a new way to build the types of relationships that drive word of mouth. Join Google+ expert, Melanie Hamilton, as she walks through how Google+ improves all of the marketing you already do with Google through the power of relationships and sharing.

Presented by:
Melanie Hamilton – Sales Lead, New Advertising Products, Google

Download the PDFs:
Google+ Your Business: Getting you closer to your customers
Google+ 10 Ways to Grow Your Audience
 

Android is now the most popular smartphone platform in the US & Nielsen has new, metered data showing exactly how Android consumers use their mobile phones.

Come learn everything you need to know about Android consumers in the US:

• What kinds of consumers are drawn to the Android platform? How do the demographics of Android owners compare to those of other smartphone platforms?
• How do they actually use their Android phones? How much time do they spend engaging with content? Do they prefer the mobile web or mobile apps?
• What are some of the most popular and mobile web sites? How does usage vary by time of day?

Presented by:
Monica Bannan – VP Product Leadership, Mobile Media
 

The video advertising industry evolved fast in 2011, but it will move even more quickly in 2012. Everyone has theories about what 2012 will bring for the industry, but what does the data say? In this webcast prepared exclusively for the ARF, Visible Measures Chief Analytics Officer Seraj Bharwani will dig into the company's industry-leading video dataset to reveal what worked and what didn't in video advertising in 2011. You'll learn about the key metrics that predict virality, the psychology of influencers, and new data-driven strategies that help advertisers and agencies get the most bang for their buck. This webcast will make sense of a messy media landscape with disparate datasets, metrics, and key indicators for success and show the way for 2012.

Presented by:
Seraj Bharwani – Chief Analytics Officer, Visible Measures
 

*ESOMAR Excellence Award for the Best Paper*

The jury said: "The paper tackles one of the most crucial pain points today providing the industry with a context and a framework to approach the problem / take action."

The market research industry seems under attack from all quarters. The current turmoil is a symptom of a more fundamental, underlying change in the industry-a change that reflects a shift in the way value is created and delivered.  In other words, the industry is at a strategic inflection point.  The companies that are first to recognize this underlying change and respond with new business models will be most likely to ride the value shift to future success.

Presented by:
David G. Bakken – Chief Operating Officer - KJT Group, LLC
 

How can you win an Ogilvy Award?  Subaru and International Delight tell us how.

FREE Webcast for Members and Non-Members!

Learning from Winners: 2011 Automotive Ogilvy Award Winner
“Owner Love” – Subaru of America

In 2007, Subaru of America was at a crossroads: sales were stagnant, loyalty was declining, and expansion beyond a small cadre of niche audiences in limited geographies seemed an impossible nut to crack. 

Yet, the company was convinced that if it could “bottle” the unique connection between a Subaru and its owner, and activate that connection in more like-minded people, the brand could leapfrog its challenges and even position itself for growth.

The research program was less a program than it was an iterative, collaborative process of asking the right questions to uncover, activate and measure the impact of owner love.   Join us to learn how a unity of purpose among all stakeholders, a laser-like focus on a single objective, and research trained solely on reaching that objective helped Subaru to outperform the US market and become one of only two brands to report consecutive annual sales gains during the worst years of the automotive downturn.

Presented by:
Jeni Lee Chapman – EVP, Global Brand and Communications Consulting, Harris Interactive
Joan Sinopoli – SVP, Senior Consultant, Brand and Communications, Harris Interactive

Learning from Winners: 2011 Beverages Ogilvy Award Winner

International Delight “CoffeeHouse Inspirations Skinny” – Vizu Corporation

What if brand advertisers could boost the return on their advertising investment by hundreds of thousands of dollars by making in-market adjustments to their digital advertising campaigns?

Horizon Media and International Delight did just that, leveraging real-time Brand Lift metrics provided by Vizu Corporation to measure and optimize the brand impact of their digital awareness campaign. When International Delight was launching their new line of CoffeeHouse Inspirations Skinny coffee creamers, they turned to Horizon to help them create and execute an effective awareness campaign online. Horizon Media turned to Vizu for the technology needed to ensure the brand-building effectiveness of the initiative by measuring and optimizing the campaign's performance against its primary marketing objective - building awareness for a new product line - in real-time.

Leveraging real-time Brand Lift metrics from Vizu, Horizon compared Brand Lift performance across all exposure frequencies, creative units, targeting segments, and site placements, and in so doing identified in-campaign optimization opportunities that increased Brand Lift against the awareness objective by 34.4% and the campaign's effective media spend by over $100,000.

Join us to learn how to use real-time brand metrics to make your online brand campaigns more effective!

Presented by:
Jeff Smith – Chief Marketing Officer & SVP, Client Services, Vizu Corporation
Ethan Krause, Associate Director, Digital, Horizon Media
 

With data from over 19 million set top boxes, Rentrak is providing the TV ad industry with ratings that provide stability, granularity, and enhanced targeting. Learn how the marketplace is shifting towards an accountable database currency that provides deep insight from research, to planning, to execution.

Presented by:
Bruce Goerlich – Chief Research Officer, Rentrak
 

Today's online advertising performance models are primarily founded on immediate measures of success, like the click-through. However, most brand marketers are interested in the long view, looking instead to build and sustain brand measures over time. This kind of patience has not always been easy since, historically, online advertising effectiveness efforts have only measured the immediate impact on brand metrics. Now, thanks to some recent and exciting developments in this space, advertising decay and the effects of cookie deletion can be more effectively assessed over time.

Presented by:
Marc Ryan – SVP, Chief Research Officer, InsightExpress
Jerome Shimizu  – VP, Director, Data Sciences, InsightExpress
Briggs Davidson –  VP, Director, Strategy & Analysis, Digitas
 

As one of the world's most iconic and well-loved brands, Sesame Street continually faces the challenge of staying fresh and relevant to a fan base that is increasingly more diverse, particularly in terms of age and technological savvy. Recently celebrating its 40th anniversary, Sesame Street enthusiasts span the gamut from adults who prefer the original TV characters to young children who prefer new characters and online interaction. To best ensure the company evolves & remains appealing, Sesame Street relies on research and continuous learning to guide its creative development processes.

Join OnResearch, Inc's VP of Research Operations, Zach Vetter, as he shares how OnResearch & Sesame Street combined traditional & new research techniques, including focus groups, quantitative surveys & social media analysis, to uncover consumer insights & drive core creative and strategic decisions.

Presented by:
Zach Vetter – Vice President of Research Operations, OnResearch
 

Just like many predicted the death of radio with the advent of the television, many have been predicting the demise of printed circulars as newspaper readership continues to decline and more and more readership occurs in digital mode. However, with 60% to 70% of a retailer’s marketing budget devoted to printed circulars, and a diverse shopper base, many who scream when retailers move assortment from one aisle to another, retailers will need to carefully manage the transition from print to digital. And as we will demonstrate, U.S. shoppers are not yet ready to give up their paper options. Nevertheless, the benefits of digital circulars and digital engagement are numerous. We will use this session to talk about the benefits of both print versus digital circulars; share new research about who, when, how and why shoppers use traditional versus digital retailer ads; discuss steps required to optimize both print and digital; share examples of existing digital engagements in practice; and wrap up with our view of the future.

Presented by:
Todd Hale – Senior Vice President, Consumer & Shopper Insights, Nielsen
 

The webcast is a state-of-the-industry package on trends in pharma marketing. It's been about 15 years since DTC advertising restrictions were loosened and the marketing of prescription drugs went from $0 to a $4 billion industry. We'll look at the advertising and marketing trends over the past few years, where are we now, and what the future might hold, including:

• healthcare reform and its potential impact
• pharmaceutical advertising trends and marketing on the web and in social media
• the rise of retail pharmacies in the marketing chain

Presented by:
Beth Snyder Bulik – Reporter, Advertising Age
Richard Fielding – Chief Client Officer, Kantar Media North America
 

As digital devices explode as new communication platforms, marketers are grappling to follow consumers into this unchartered territory. But how do consumers interact with these platforms? And how are their digital behaviors measured? Hear GfK MRI discuss 10 things you need to know about consumers & digital.

Presented by:
Risa Becker – VP Research Operations, GfK MRI
 

Advertising has evolved tremendously with the advent of new digital technologies, but its goal today is much the same as it has always been-to elicit feelings, emotions, perceptions & actions that ultimately build brand loyalty & increase sales. It is essential that marketers find ways to do this in the most efficient manner while being able to quantify a return on marketing investment.

Today, marketers have an advantage that was not available to pioneering digital marketers: a history of digital marketing to reveal best practices and strategies for digital media plans. Join us as we highlights five key lessons learned, based on an array of comScore advertising effectiveness studies conducted on behalf of some of the world's biggest CPG brands.

We will also address the current state of the digital advertising industry, helping to guide CPG marketers & their agencies down a path toward more effective planning, stronger evaluation & overall improved results.
 

Learn how TRA client Mars raised TV ROI 25-35% - what every TV advertiser needs to know. ARF is also sharing their validation of the TRA methodology. Attend this conference to transform your media spend investment from lackluster to blockbuster! Join us on Tuesday August 30th as ARF's Bill Cook and TRA's Bill Harvey share these important findings.

Presented by:
Bill Harvey – Vice Chairman and Chief Research Officer, TRA, Inc.
Bill Cook – EVP Research & Standards, ARF
 

Successful strategies aren't led by someone's good ideas but by consumers' realities, values, and emotions. Barriers stand between what brand managers need to know to make decisions and how their consumers behave and think - consciously and subconsciously. Mobile video opens a new world of opportunity to how you connect with consumers' internal and external worlds and gain deep insight into their emotional drivers and values. Attend this webinar to learn how you can leverage mobile video to bring new levels of depth to your marketing research.

Presented by:
John Williamson – CEO & Founder, Qualvu
 

What works in print advertising? GfK MRI Starch, the most trusted source for market intelligence about print advertising effectiveness, takes you through ten principles for effective advertising. Starch’s Ten Principles are a widely applicable and actionable guide for advertisers to create more effective print advertisements.

Presented by:
Maureen Doherty – Vice President, GfK MRI Starch
 

Once-upon-a-laugh-track, many brands kept the humor strictly off camera. Today, in our message-saturated world, it's hard to find a category where brands are not using humor to grab a laugh and a customer, especially when it can mean the difference between being watched or not being noticed at all. But, once you get 'em, do these funny ads actually do the job that brands hire them to do, and move consumers closer to the brand?

Presented by:
Amy Shea – EVP, Director of Brand Development - Brand Keys, Inc.
 

s a marketer, how do you ensure your online campaign optimizes your ability to influence brand affinity and increase revenue? Join this ARF Webcast as Luth Research shares “paths to success” findings from a ZQ Digital Tribe ™ study. By examining consumers’ actual online behaviors, Luth uncovers how social media websites and ecommerce websites differ in driving sales and branding strategies. Learn how your online campaigns may need to change in order to foster a positive brand image and connect consumers to your brand.

Presented by:
Roseanne Luth – President and CEO, Luth Research
Jacqueline Rosales – Chief Revenue Officer, Luth Research
Becky Wu, PhD. – Vice President Research, Luth Research
 

As China continues its trajectory to become one of the largest consumer markets in the world, advertisers are looking for ways to connect with these consumers and forge brand loyalty. Previously, Ameritest identified that consumer perceptions of style contribute to the attention-getting and motivational power of creative. But what does style really mean to Chinese consumers? And what factors have lead to its increasing importance during purchase consideration?

Join Sharon Evans and Ratna Tandavan of Ameritest as we take an exploratory dive into data and theories that help us begin to understand both what style means and the underlying forces leading to its importance in the People's Republic of China.

Presented by:
Sharon Evans – Senior Research Analyst, Ameritest
Ratna Tandavan – Research Director, Ameritest
 

Television viewing is continuing to fragment across programs, networks, dayparts and devices. Measurement and media tools have not been able to keep pace, leaving marketers and their agencies with declining reach and worsening frequency imbalances in their most powerful, large-scale branding medium. Data management and analysis techniques pioneered on Wall Street and in Internet marketing are beginning to be applied to large scale sets of directly-measured viewing data to solve these problems.

Simulmedia has assembled the largest set of directly-measured, anonymous television viewing data in the world to re-aggregate and package audiences in ways that were not possible as recently as 3 years ago. In this webinar, Simulmedia will present its early lessons learned in using anonymous, directly measured television viewing data. You learn:

• The implications of new data sources on reaching fragmented viewers
• The 21st century TV data architecture
• The myths of set top box data
• What’s really behind “light viewing”
• Validating set top box data against existing data sets

While most brand marketers today are intensely focused on their social media efforts, many express frustration at the inability to quantify its value or incorporate it into their marketing mix. comScore Social Essentials™ is a breakthrough social measurement product that helps marketers do just that. If you’re interested in learning how to quantify your social media marketing efforts by providing insight into the demographic and behavioral composition of your social media audience, then this is a webinar not to be missed.

Presented by:
Graham Mudd – Vice President of Media, comScore
 

David Burgos and Ola Mobolade, authors of the just-released book Marketing to the New Majority, will provide new guidelines and provocative implications for marketers and agencies hoping to tap into today's general market. Leveraging new research, case studies and thoughtful analysis from the book, the authors will address such topics as understanding diversity within diversity, moving from ethnic targeting to intelligent targeting, and the agency model of the future. They will also share a sneak peek of a segmentation developed for the book, highlighting where most companies are today and where they ought to be in order to stay relevant to the new majority.

Presented by:
David Burgos – VP, Multicultural Practice, Millward Brown
Ola Mobolade – Managing Director, Firefly Millward Brown
 

Michele Madansky, PhD, will present findings detailed in a whitepaper she co-authored with Kathryn Koegel for CIMM on Best Practices in Cross-Platform Ad Effectiveness Research. Michele and Kathryn interviewed advertisers, media buying agencies, media companies and research vendors to better understand the strengths and limitations of a variety of methods used to measure the impact of cross-media campaigns. The whitepaper also highlights some of the innovative work currently being done in this area and identifies further opportunities for innovation for CIMM to pursue.

Presented by:
Jane Clarke – Managing Director, Coalition for Innovative Media Measurement
Michele Madansky – Independent Consultant
 

With the proliferation of Internet enabled devices and number of websites visited each day, the digital landscape is more complex and competitive than ever. Media companies and advertisers require more accurate audience measurement data in order to make sound planning decisions. Join Nielsen's John Brauer and Mainak Mazumdar who will address the prevailing approaches to hybrid measurement and their effectiveness in addressing the growing challenges facing Internet audience measurement.

Presented by:
John Brauer – Manager, Product Leadership, Nielsen
Mainak Mazumdar – SVP Global Measurement Science, Nielsen
 

Millward Brown and Kantar Media will unveil the findings of a new study that explores the roles ad creative and media placement play in triggering a TV viewer to change channels away from an ad, a practice commonly known as “tuneaway.” By combining their datasets and expertise, Millward Brown and Kantar Media will offer new insight into specific creative elements and media strategies that can help combat tuneaway and enhance advertising ROI.

Presented by:
Jeff Boehme – Chief Research Officer, Kantar Media Audiences
Mitzi Lorentzen – VP Client Solutions, Communications Development Research, Millward Brown
 

Ad effectiveness research today has its limitations:

• Linkages between attitudinal and behavioral data is often tenuous
• Response rates with standard live-recruitment are in decline
• Control inventory is a point of grievance, and contention
• Cookie deletion remains varied, and typically unaccounted for
• Offline sales linkage is limited and often not feasible

InsightExpress' Ignite Network revolutionizes the way media, advertising and research companies gather data and analyze digital marketing success. The Ignite Network is a research platform that strategically aggregates several of the industry's most recognized and largest sample providers to create a scalable and robust model for measurement and advanced analytics. Participants will learn how to utilize the Ignite Network to address existing challenges in digital brand measurement, how to measure true ROI, and integrate new forms of marketing accountability data.

Presented by:
Marc Ryan – SVP, Chief Research Officer. InsightExpress
 

Moms online are among the most conversational, targetable and simultaneously widespread demographics segment on the web today. They are also usually the decision-makers when it comes to food purchases for their families and they influence each other as well.

Cymfony business analyst Cathy Buena will discuss the drivers behind why families purchase the food products they do, distilled from the authentic conversations of the moms themselves on the social web.

What you’ll learn:

• 5 surprising truths moms tell us about the food marketplace
• 7 key factors driving family food purchase decisions for the Breakfast, Lunch, Dinner and Snack segments of the market
• How these insights can be actionable from a business standpoint
• Why the strong community of moms online is such a valuable resource for information about the marketplace

We’re excited to be joined by the team from Mom Central Consulting who will add their insight and expertise to the discussion.
 

Imagine having near instant access to customer feedback at little cost, at all hours of the day and night. Forward thinking companies are now launching online “communities” to provide ROI for respondents, by enabling them to interact with each other in real-time, online, and in a social atmosphere. Brands are benefiting from this new ability to contact respondents on an ongoing basis and gain the opportunity to “listen” to on-site chatter. While communities can provide highly valuable data, it is critical that companies consider the benefits that can be derived by 'listening' and ensure that they can accommodate customer feedback into their marketing approaches. The last thing customers want to do is provide feedback that is not valued.

Toluna presents a webinar that provides a number of case studies from clients that have succeeded in building and implementing communities that work for them, and generate real value from “listening”. The presentation will help attendees understand the process for creating a purpose for their community (market research, brand advocacy, etc) and what makes a "good" community. Further, we will help define the steps needed to formulate a market research plan, respondent recruitment plan, technical evaluation of tools, and services needed to manage communities.

The attendee will leave this webinar with a better understanding of the “community” provider landscape, the ability to generate ROI, and more.

Presented by:
Peter Shafer – Senior Vice President Enterprise Solutions, Toluna
Janice Caston – AVP Global Marketing, Toluna
 

Join Ameritest and Sands Research Inc. as they show the insights found by testing one ad in both a neuroscience (Sands Research Inc.) and quantitative environment (Ameritest). The recent, successful commercial produced by Volkswagen, "The Force" is used as the stimulus for identifying where the real differences/similarities exist between research systems and how we can extrapolate the appropriate insights from the each.

Presented by:
Dr. Steve Sands – Chairman and Chief Science Officer, Sands Research Inc.
Sean Scott – Chief Information Officer, Ameritest
 

Mobile consumption is growing to the extent that it may constitute more than half of your streaming listeners. In this webinar, Robert Favre Triton Digital's, CCO and General Manager will take a look at the role of mobile across five markets, and look into which mobile platform is really dominating.

Presented by:
Robert Favre – CCO and General Manager, Triton Digital
 

In the past, agencies didn't have the benefit of social data. Results were "buy/no buy." Now, agencies can understand "buy/no buy + why" - providing the ability to quickly make changes and provide more informed strategic counsel to their clients.

This webcast explores the fundamentals of successful conversation architecture, using analytically driven business decisions to support the diverse needs of agencies, including:

• Influencer identification
• Site selection and targeting
• Sentiment analysis
• Topic discovery to support creative development and search optimization
• Crisis alerts and reputation management

Crafting and executing a profitable social strategy is no accident. Through the right mix of creative design, campaign execution, and media planning for earned and paid placements, you can become the conversation architect that delivers more profitable social outcomes. This webcast will explore best practices and case studies to demonstrate effective conversation architecture.

Presented by:
Joe Muran – Managing Partner of M80 Chicago
Eric Forst – Vice President of Strategic Agency Partnerships, Visible Technologies
 

Many brands have managed to accumulate large numbers of social media fans and followers. The challenge now is what to do with them, and how to successfully marry fan expectations and marketing objectives. This session will share extensive quantitative learning about what works in social media, addressing questions such as which page attributes and content are most likely to generate the strongest engagement and brand response. The session will also include case study examples and time for questions and debate.

Presented by:
Duncan Southgate – Global Brand Director, Digital, Millward Brown
Ali Rana – SVP, Emerging Media Lab, Dynamic Logic
 

Consumers are talking about brands more than ever before online. Social Media captures these conversations in various forms and if tapped right can uncover a vast array of information that can impact your media investments. Applying this knowledge to optimize your ad spend can generate incredible efficiencies. Join ARF and Networked Insights for a free webinar and dig deeper into Social Media data and get past GRPs & TRPs to uncover what consumers are talking about and where.

In this webinar you will learn:

• Value gained exploiting shows undervalued by Nielsen.
• Hyper-segmentation approaches that go beyond "Adults 18 to 49."
• How social can point the way to premium audiences at non-premium prices.
• How to coordinate paid, earned, and owned assets to generate a "social lift" and make your spend go farther.

Presented by:
Dan Neely – Founder & CEO - Networked Insights
 

For far too long researchers have claimed the "attitude changes slowly" when faced with significant in-market changes in behavior that did not result in noticeable changes in ratings. The authors believe that the use of ratings to measure images was simply not sensitive enough. Come see our proof!

Presented by:
James Nyce – Vice President Consumer Insights, Sun Products
Randy Brooks – President, Directions Research
 

The notion that developing markets drive growth is not news. Yet, international expansion continues to be one of the most challenging issues for many companies - and with good reason: growing global business is complex and risky.

Rapid changes in global economic and geopolitical landscape require firms to constantly track and re-assess opportunity. Window of opportunity is often narrow - some markets open and consolidate in as little as two-three years. Many approaches rely primarily on economic growth to serve as opportunity indicator, yet drivers are far more complex, vary from category to category and often from market to market. Additionally, market opportunity needs to be assessed and balanced against entry risks. 4i Global Opportunity Finder provides an integrated approach assessing future opportunity against risks to identify optimal growth path and inform international strategy. We will demonstrate the methodology, provide key elements of the solution and show concrete examples.

Presented by:
Lana Klein – Vice President, 4i Consulting Group
 

When it comes to the kid, tween and teen advertising space, many myths abound. It's easy to reduce this group to simple clichés and hyperbolized headlines, but to really understand today's youth, marketers need to hurdle over the hype and uncover their authentic needs and beliefs. Informed by fresh, from-the-field research on youth culture - including their relationship to advertising - this presentation will shatter stereotypes and offer practical advice for conducting research that truly taps into their desires and creating ideas that will resonate with them.

Presented by:
Amy Henry – Vice President of Youth Insights - C+R Research
 

An in-depth look at comScore's annual report, the Digital Year in Review, which highlights the industry's leading stories of the year and their implications for the future. The report looks across the digital landscape to focus on important issues that shaped the year in digital, including:

• What consumer trends dominated the digital media scene in 2010?
• How did the economic environment effect e-commerce spending throughout the year?
• What were the top trends in digital advertising?
• How has audience usage of social networks shifted in 2010?
• What were the key trends in online video viewing, including video ad consumption?
• How are market enablers such as unlimited data plans, 3G penetration and smartphone adoption driving mobile media usage?

Presented by:
Andrew Lipsman – Senior Director, Industry Analysis - comScore
 

What can a look at the brands consumers hold close in their hearts as we begin 2011 tell us about what will matter in the coming year? Join Brand Keys Global Director, Amy Shea, as she shares the story found in the results of the 15th annual Brand Keys Customer Loyalty Engagement Index: a national study of 80 categories and 600 brands that examines what is driving loyalty and engagement, according to the emotional and rational point-of-view of the consumer. Amy will be joined by guests of two of the winning brands to add their story to the one the consumer has to tell about what really creates the brand engagement that will create winners in the marketplace.

Larisa Drake, VP Brand Communications for Discover Financial Services and Kevin Ragland, VP Creative Director from The Martin Agency, will talk about the brilliant "Peggy" campaign; and James Crolley, Director of Advertising for Progressive Insurance and David Register, Creative Director from Arnold Advertising, will speak to the continuing success of Flo, now one of the most recognizable and well-liked brand spokespeople in the country. Don’t miss this opportunity to hear directly from these top brand-advertising teams on the story behind the strategic storytelling of these great campaigns!

Presented by:
Amy Shea – Global Director - Brand Keys
Larisa Drake – VP Brand Communications - Discover Financial Services
Kevin Ragland – VP Creative Director - The Martin Agency
James Crolley – Director of Advertising - Progressive Insurance
David Register – Creative Director - Arnold Advertising

Learn more about the Webcast and Download the PDF "2011 Brand Keys Customer Loyalty Engagement Index Results" here!