This year, the conference focused on cutting-edge trends in advertising research, such as commercial length and audience segmentation, as well as the ethical boundaries of using data for audience-based buying.
With the Cambridge Analytica scandal fresh on everyone’s minds, ARF President and CEO Scott McDonald noted that while science has always been a top priority at the ARF, “a single-minded focus on matters of fact can still leave us blind to the ethical implications of our work.” Values, rather than data-driven facts, “arise from some shared understanding of what we regard as right, as ethical, as decent or fair.” The business of data-driven audience-based buying must find ways of balancing science with ethics.
Here are the main takeaways around audience-based buying for TV and upcoming trends across the industry spectrum.
TV Research Initiatives
“There is a greater interest in trying out new things and doing things differently for television,” noted Horst Stipp, executive vice president of global business strategy at ARF.
Read the full article at the Videa Blog.
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