Who else could really measure the progress of the advertising industry other than one of our own? It only makes sense. The Advertising Research Foundation (ARF) plans to interview advertising executives and thought leaders during the annual Consumer Electronics Show (CES) starting on January 5th.
The ARF has been making strides the past few years in becoming more relevant in the conversation about the future of AdLand. We agree with the moves; it is a conversation where they should have a part, not just act as thought leaders, the 4A's, the ANA and the occasional input from the AMA. The ARF, also the publisher of the Journal of Advertising Research and the event organizer of Re!Think, is putting out interesting content about how advertising is working today, and how these leaders think that advertising will work in the future.
At last year's CES, the ARF was able to get an audience with Sir Martin Sorrell, CBS executives, and several rising agency executives. At this year's CES, the ARF will look to more tech companies and brands that are curating an online, connected experience, and will look at how trends in those kind of practices will change the way advertising will look in the coming years. The Chair of the ARF will also be with Foursquare and Spotify (Spotify, an ARF sponsor for its Re!Think conference) to release insights and research findings.
What do we expect from ARF's participation at CES? Hard to say. We appreciate seeing an analytical piece being brought into the arena, but it is still undecided whether or not this action will bear any real, productive fruit. We hope to see and hear actionable research and analysis, and answers to serious, relatable questions. We want to hear research findings and insights that brands and agencies can start to implement quickly into the new year, or whenever a new campaign begins.
Hopefully AdLand can start the new year off and running.
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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