How Short Can Ads Be? The ARF Studies the Impact of Six-Second Ads

By Charlene Weisler The ARF and TVision recently released a study examining the impact of six-second ads, offering best practices for those who wish to implement. The study, announced in the recent ARF NYCU email, was conducted between October 2017 and May 2018 and tracked participants’ presence and visual attention through a set-top meter using […]

The ARF Adopts Member Code of Conduct For Ethical Research and Data Collection

The ARF (Advertising Research Foundation) today announced it has adopted a code of conduct governing ethical research and related data collection by member companies that addresses industry conduct in relation to research participants, internal and external clients, the profession and the public. It is divided into principles governing general member behavior, as well as principles […]

Cross-Platform Measurement Insights from the ARF’s Scott McDonald

By Charlene Weisler Scott McDonald, CEO and President of the ARF, believes that cross-platform measurement still has a way to go before a standardize-able system is in place. Talking at the recent SXSW conference, he explained his view on cross-platform advertising trends. “There still is no consistent definition and tracking of cross-platform advertising that would […]