Advertising Research Foundation (ARF) | LinkedIn (original) (raw)

Advertising Services

New York, New York 13,568 followers

To further, through research, the scientific practice of advertising and marketing.

Discover all 185 employees

About us

The Advertising Research Foundation (ARF) is the only organization that creates and curates objective, original research through education, events, and networking for advertising practitioners. By providing leading-edge solutions and anticipating the industry’s challenges, we are trusted by over 400 member companies from leading brands, agencies, research firms, media, and tech. Our unique network enables us to generate relevant insights, provide a platform for members to share findings, empower members to make impactful marketing decisions, and challenge convention. We help our members be smarter faster and support them in being fearless leaders in their organization and in the future.

Industry

Advertising Services

Company size

11-50 employees

Headquarters

New York, New York

Type

Nonprofit

Founded

1936

Specialties

Market Research, Women in Analytics, ROI, Neuromarketing, Advertising Research, Ad Effectiveness, Media, Engagement, Multicultural Marketing, Research Quality, How Advertising Works, Shopper Insights, Macrotrends, David Ogilvy Awards, and Young Professionals

Locations

Employees at Advertising Research Foundation (ARF)

Updates

Advertising Research Foundation (ARF) reposted this

Business & Marketing Analytics Manager | Marketing Insights & Strategy | Media Measurement
1d
This week I attended the Marketing Analytics Accelerator by the Advertising Research Foundation (ARF) & Sequent Partners and learned about the latest innovations in #attribution, #MarketingMixModeling, and the science of marketing performance measurement in the age of #AI. It was great exchanging ideas with industry peers and hearing inspiring case studies from brands like Google, Snap Inc., Wendy's , PepsiCo, Mars, and Shiseido on how #measurement empowers #planning and creates synergy between #brand and #performancemarketing. 🚀Key takeaways: 🎨 Incorporating creative into MMM is crucial: Go beyond investment and channel mix by considering creative elements/attributes alongside placements, audiences, and frequency. ⚡Balancing Efficiency and Effectiveness: The industry often focuses on last-click attribution and misattributes revenue to lower-funnel tactics. However, both brand-building and direct-response campaigns contribute to ROAS. 🙋♀️Human Involvement in AI Training: Keeping humans involved in AI training ensures more accurate and relevant outcomes. 👜Touchpoint Sequencing with AI: AI can help predict the next consumer touchpoint, providing insights from missed interactions and enhancing the consumer journey 📺Cross-Channel Measurement: Misalignment of tactics and KPIs across channels can hinder achieving long-term ROI and full-funnel success. A global shift towards performance marketing may not meet these top KPIs A lot of food for thought emerged from this experience. Excited to see how AI will continue to drive innovation in the industry and democratize access to insights in the years to come! At Dotdash Meredith, NYC#consumerinsights #marketresearch #adtech #marketinganalytics #digitalmarketing #mediameasurement #marketingeffectiveness #brandbuilding
Advertising Research Foundation (ARF) reposted this

21,404 followers
3d Edited
The RealReal has flipped the script, turning what's fake into real commercial results 📈 On the corner of Canal and Broadway, what appears to be an upscale boutique showcases luxury bags. The catch? Every item inside is a counterfeit. The Real Real’s latest campaign, ‘Ask yourself what’s real’ challenges us to consider the importance of authenticity. And people are taking notice 👀 Since launch, The RealReal has seen gains across the board: ✅ Brand awareness is up by 9% ✅ Consideration has increased to 6% ✅ And brand usage has surged by 7% All while their competitors stayed below 2% growth. Investing in brand has seen The RealReal surpass their targets, stand out from competitors and achieve growth, despite a tough financial market. What started on Canal Street is now an enduring global dialog, driving both awareness and sales. A huge thank you to Caroline Mayhew Gardner for helping bring this story to life at the Advertising Research Foundation (ARF) conference in NYC, and a big shout out to our very own UK & US Head of Insights Leanne Tomasevic for repping Tracksuit on stage. Want to find out how you can get The Awareness Advantage? Download the full report 👉 https://hubs.li/Q02YjKLz0
Advertising Research Foundation (ARF) reposted this

VP, Content & Communications
2d
We are thrilled to share that Anita Watkins, Chief Solution Leader for Kantar North America’s Innovation, Creative and Qualitative practices, has been appointed to the Advertising Research Foundation (ARF) Board of Trustees. Watkins’ role on the ARF Board, alongside other trustees, will lead research that enhances the marketing and advertising industry through creating best practices, new measurement techniques, and guidance in navigating market challenges such as AI and sustainability. Congratulations to Anita on this exciting new role! https://lnkd.in/e_AiGR8E
Advertising Research Foundation (ARF) reposted this

Senior Director, New Logo Sales at Kantar
23h
We were proud to have Kantar experts showcase our powerful insights at the Advertising Research Foundation (ARF) Marketing Analytics Accelerator! Kantar VP & Global Analytic Lead, Shardul Wartikar, was part of a dynamic panel discussing AI and effectiveness: “While GenAI will transform the scale of content produced, it doesn’t change what makes a good story. Though it does impact how that story gets told. The biggest opportunities with AI are learning and experimentation.” Mike Griffin, Kantar VP of Client Service, also took the stage to demonstrate how marketers can strategically combine MMM and MTA to address data gaps and resolve conflicting signals. Key insight: When your data tells two paradoxical stories, the right measurement approach helps uncover the connecting truths. Thank you to the ARF for hosting such an insightful event and to our fellow panelists from Night Market, Dotdash Meredith, Ekimetrics, Google, MarketCast, The Wendy's Company, CreativeX, Meta, PepsiCo, 605 | an iSpot company, and MassMutual for such thought provoking conversations!
Advertising Research Foundation (ARF) reposted this

862,644 followers
4d Edited
We're thrilled to announce that Anita Watkins, Chief Solution Leader for Kantar North America’s Innovation, Creative and Qualitative practices, has been appointed to the Advertising Research Foundation (ARF) Board of Trustees. Watkins’ role on the ARF Board, alongside other trustees, will lead research that enhances the marketing and advertising industry through creating best practices, new measurement techniques, and guidance in navigating market challenges such as AI and sustainability. Join us in congratulating Anita on this exciting new role! https://loom.ly/F7UQ2cA
Advertising Research Foundation (ARF) reposted this

30,085 followers
3d Edited
Did you catch us and SharkNinja on stage at the ARF Marketing Analytics Accelerator 2024 in New York City? If you didn't, here's a quick glimpse:Mike Menkes, our Group SVP, and Laura (. Guerin, Senior Director of Consumer Analytics at SharkNinja, shared insights on how Commercial Analytics helped SharkNinja succeed by: 📊 Integrating diverse metrics 💡 Understanding cross-channel impacts 🚀 Driving business growth A huge thank you to the ARF team and everyone who connected with us! If you want to learn more about how Commercial Analytics can drive growth for your organization, visit our solutions page: https://lnkd.in/eJPJUQWf #ARFSequentMAA #analyticpartners #commercialanalytics #businessgrowth

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Advertising Research Foundation (ARF) | LinkedIn (original) (raw)

Advertising Services

New York, New York 13,568 followers

To further, through research, the scientific practice of advertising and marketing.

About us

Locations

Employees at Advertising Research Foundation (ARF)

Updates

Join now to see what you are missing

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