News
ARF Insights Studio - RCT21: Advancing Cross-Platform ROI Analysis
The ARF, in collaboration with 605, Central Control and Bill Harvey Consulting, is championing a research initiative designed to establish methods for applying randomized control testing (RCT) to cross-platform advertising impact analysis.
The ARF, in collaboration with 605, Central Control and Bill Harvey Consulting, is championing a research initiative designed to establish methods for applying randomized control testing (RCT) to cross-platform advertising impact analysis.
ARF Announces Initiative To Advance Cross-Platform ROI Analysis Through Application Of Randomized Control Trial Measurement
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.
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.
MeidaPost: 'Why The Most Important New Industry Acronym May Be RCT'
It’s been a while since I’ve been at an industry presentation where someone invoked the old chestnut -- usually attributed to Philadelphia retailer John Wanamaker -- that “half the money I spend on advertising is wasted; the trouble is I don’t know which half.” And if a new initiative backed by the Advertising Research Foundation (ARF) works out, it’s possible nobody will ever repeat it again.
The initiative, which is already underway and backed by at least two big media-buying organizations -- Horizon Media and Dentsu Aegis Network’s Merkle -- seeks to operationalize a more scientific method of proving which ads and media exposures are not wasted.
It’s been a while since I’ve been at an industry presentation where someone invoked the old chestnut -- usually attributed to Philadelphia retailer John Wanamaker -- that “half the money I spend on advertising is wasted; the trouble is I don’t know which half.” And if a new initiative backed by the Advertising Research Foundation (ARF) works out, it’s possible nobody will ever repeat it again.
The initiative, which is already underway and backed by at least two big media-buying organizations -- Horizon Media and Dentsu Aegis Network’s Merkle -- seeks to operationalize a more scientific method of proving which ads and media exposures are not wasted.
The method, known as “randomized control testing” -- or what will likely become the acronym du jour on Madison Avenue for the next several years, RCT -- goes beyond classic marketing and/or media mix modeling and so-called attribution systems, to scientifically correlate and measure the effect of actual advertising.
“This really gets to the heart of the business of advertising and the job of the marketer,” Rick Bruner explained to me during a “pre-brief” of the project, which is being unveiled today.
Did Your Ads Work? From Simple Attribution to Ghost Ads
Industry experts Ari Paparo (CEO, Beeswax) and Rick Bruner (CEO, Central Control) give an educational overview of digital attribution techniques. This webinar starts with the basics of attribution and multitouch attribution (MTA), then delve into more complex topics such as the challenges presented by cookie instability, channel complexity and more, along with a dive into the new trend of incrementality and the breakthrough "ghost ads" methodology.
Industry experts Ari Paparo (CEO, Beeswax) and Rick Bruner (CEO, Central Control) give an educational overview of digital attribution techniques. This webinar starts with the basics of attribution and multitouch attribution (MTA), then delve into more complex topics such as the challenges presented by cookie instability, channel complexity and more, along with a dive into the new trend of incrementality and the breakthrough "ghost ads" methodology.