ARF, New York - Businesswire, July 14
[Subheadline] The ARF, in conjunction with 605, Central Control and Bill Harvey Consulting, will identify best practices to help advertisers better pinpoint the contributing factors to digital and TV campaign effectiveness
The Advertising Research Foundation (ARF), the industry leader in advertising research among brand advertisers, agencies, research firms, and media, today announced a collaborative research initiative designed to establish methods for applying randomized control testing (RCT) to cross-platform advertising impact analysis.
The ARF today announced a collaborative research initiative designed to establish methods for applying randomized control testing (RCT) to cross-platform advertising impact analysis.
The proof-of-concept study, named RCT21, will apply experimentation methods to measure incremental ROI of large ad campaigns run across multiple media channels at once, including addressable linear TV and multiple major digital media platforms.
The ARF is conducting the research in collaboration with 605, Central Control and Bill Harvey Consulting. A select number of national advertisers are also being recruited to join in the project.