ARF: AUDIENCExSCIENCE 2022

COVID and the accompanying recession has only added to the disruption to audience analytics. Consumer behaviors have been in a constant state of flux, leaving marketers uncertain about how to deal with their attribution models.

What consumer behaviors will stick and which ones will fade? In the quest to quantify marketing results, how do future solutions fare?

Many believe that true cross-platform measurement is not only attainable but close at hand. From among the variety of methods currently proposed, which ones hold the most promise, and why? As the tension between data access and privacy protection deepens, how are companies building audiences and developing trust?

Ipsos is delighted to be joining the exciting line-up of speakers taking part on these spirited discussions. Be sure to join Adam Sheridan [April 12, 12:25pm, Optimizing Ad Creative in the New Landscape track] who will share insights from his upcoming book, MISFITS: HOW CREATIVITY IN ADVERTISING SPARKS BRAND GROWTH:

Marketers are gravitating more to media efficiency and data management and less on the time and resources to create high quality advertising to drive effectiveness. The value of “Creativity” is often pitched as the argument to invest in hiring creative agencies to produce advertising to drive end business sales and market share gains. But the problem with creativity is there is not a shared language as to what it means, nor the strength of contribution it makes to end effectiveness. Ipsos ran a meta-analysis measuring end effects and the presence of creativity across thousands of video ads, with the goal of identifying what creativity really means in advertising and the role it plays in delivering end business effects. The application of the research is to help marketers better understand how they can leverage creativity to fuel business effects in their campaigns.

For event and registration details, please visit the ARF website. 

Did you miss the live event? Revisit the recording here or the Q+A session following.

For more insights from MISFITS, join us on May 5.