As audiences are consuming more media than ever before, The ARF recognizes that it's crucial to understand content consumption behavior: what content consumers truly want, when they want it, through which media, and how they want to consume it. As Gayle Fuguitt explains, "We really have to get right back to the consumer and think about what makes their hearts beat faster. How can we as an industry appeal to the head and heart of the consumer and not just to their feet and purchase behavior."
The Audience Measurement conference will address these pressing issues in a comprehensive approach, covering many timely topics: attribution, addressability, ad fraud and blocking, increasing ROI, cross-platform measurement, sequencing, neuroscience, and much more.
More specifically, at Audience Measurement, industry leaders' insights will:
- Provide a plan to deliver an effective sequence for advertising messages across platforms. The critical next phase of the How Advertising Works research that was shared at The ARF's Re!Think will be unveiled: a roadmap for the optimal sequencing of messages across TV, mobile, and digital.
- Prove the efficacy of various neuroscientific methods to evaluate creative messages, which in turn can help optimize the impact of consumer's emotional connection to brands, and directly connect to ROI.
- Show how audiences' content consumption can be measured through different media to inform profitable ad spend allocation.
The conference brings together a diverse group of "crème de la crème" speakers from over 70 companies and organizations, including: Google, Facebook, Nielsen, Unilever, CBS, 360i, ESPN, Havas Media Group, and Kantar Media.
At Audience Measurement 2016, groundbreaking research findings will help galvanize new paths to growth, provoke stimulating debates, energize networking, and will forge a new intelligent view of the future.
Awarding Irwin Gotlieb
The ARF will also be honoring the "King of Advertising" himself—Irwin Gotlieb, Chairman of GroupM—as the recipient of this year's prestigious Erwin Ephron Demystication Award.
About The ARF:
The Advertising Research Foundation is an organization dedicated to creating, curating, and sharing objective, industry-level advertising research. The ARF provides members with unique, research-based insights to make true impact on their advertising and build marketing leadership within their organizations. Founded 80 years ago, ARF's members today include more than 400 leading brand advertisers, agencies, research firms, and media-tech companies. Together, we challenge conventions and discover new, actionable insights through objective research at scale.
The Advertising Research Foundation
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SOURCE The Advertising Research Foundation