SOURCE: The Advertising Research Foundation

The Advertising Research Foundation

March 16, 2015 14:36 ET

ARF Unveils New Ground Truth Experiments

NEW YORK, NY--(Marketwired - Mar 16, 2015) - The Advertising Research Foundation's annual gathering of leaders from across advertising and media -- Re:Think 2015 -- kicked off the first day of the conference with the release of the latest installment of the organization's groundbreaking research on How Advertising Works. Staged just weeks before media companies start vying for advertising dollars during the annual TV UpFronts and digital NewFronts, Re: Think 2015 convenes a who's who of global consumer brands and leaders from traditional and new media, all presenting research-based insights to help marketers better understand and navigate a rapidly-changing and increasingly complex business landscape.

"The storm on the horizon for our industry is that old measurement systems have not kept up with new technology," said Gayle Fuguitt, CEO and President of the ARF. "As leaders of insights and analytics, our fundamental challenge is to solve the measurement mandate and demonstrate for the C-Suite that their marketing spending is driving growth and building brands."

ARF Original Research: How Advertising Works Today
Over the past sixty years, the ARF's groundbreaking series on How Advertising Works has helped the industry transition through periods of transformative change. In 1961, as the industry grappled with the dawn of the television age, the ARF's groundbreaking research on How Advertising Works established the ground truth that advertising and promotion drives growth and sales. In 1989, the ARF synthesized the results of 330 BehaviorScan analyses to reaffirm the ground truth that advertising works. Today, mobile devices have fundamentally altered consumer behavior, and old measurement systems have not kept up with new technology.

This year's How Advertising Works has affirmed three ground truths:

  • Advertising still works.
  • Brands are built in the brain.
  • Our technology is not keeping up with the consumer today.

Ground Truth Experiments
This year's edition of How Advertising Works will help the industry meet the measurement mandate by developing a series of experiments designed to quantify the return on investment from marketing spending in a consumer-led, IoT-connected world.

Experiment A: Brand Building vs. Promotion
Goal: To understand the relative impact of advertising vs. promotion

Experiment B: "____Scan 2.0"
Goal: To test and isolate the impact of investment across touchpoints

Experiment C: Interaction Effects of Cross-Platform Advertising
Goal: To determine how combining advertising across different media platforms affects a range of KPIs (from awareness to sales)

Experiment D: Harmonizing Mobile Measurement
Goal: To identify best practices for mobile measurement and data harmonization

Re:Think 2015
Re:Think 2015 offers original research insights, actionable data and success stories from the world's leading marketers to help answer the measurement mandate.

"The C-suite has raised the bar on quantifying ROI from marketing spending, and insights leaders must demonstrate that their spending is driving growth and building brands," said Fuguitt. "Re:Think 2015 brings together many of the brightest minds in advertising and media to show how marketers can seize opportunities and maximize results in a fragmented and rapidly changing media landscape."

Running through March 18 at the New York Hilton, Re:Think 2015 features never-before-seen material selected from among 220 original works submitted to the ARF by leading consumer insights experts. Organized around three major themes -- Re:Think Big Data: Max ROI on March 16; Re:Think Advertising: Insights to Impact on March 17; and Re:Think Your Future: Make Your Mark on March 18 -- Re:Think 2015 will address critical industry topics including:

  • Quantifying the sales impact of digital and social media;
  • Connecting cross-platform spending to consumer purchases;
  • Defining the true long-term impact of advertising; and
  • How big data analysis can help predict growth

Companies presenting their work at Re:Think 2015 include: AT&T, CBS, Comedy Central and Spike TV/Viacom Entertainment Group, Dannon, ESPN, Facebook, Google, Havas Media, Kraft Foods, PepsiCo, Twitter, Turner Sports, Unilever, Walmart and Wells Fargo, among others.

About The Advertising Research Foundation
Founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies, The ARF is dedicated to aggregating, creating and distributing research-based knowledge that will help members make better business decisions. ARF members include more than 400 advertisers, advertising agencies, associations, research firms, and media-tech companies. The ARF is the only organization that brings all members of the industry to the same table for strategic collaboration. The ARF celebrates more than 75 years as the industry's authoritative source of advertising knowledge. The ARF is located at 432 Park Ave. South, 6th Floor, New York, NY 10016 and on the Web at

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