ARF's Leadership Lab

Mihkel Jäätma | 2 June 2016 | New York

The Advertising Research Foundation's Leadership Lab will bring together industry and academic experts from agencies, advertisers and research suppliers for their summer session, to dicuss the application of neuroscience principles and techniques to the development of creative and media planning strategy. 

Mihkel will be giving a presentation on how emotions can be used to optimise media planning processes, enabling advertisers to select their best content, target the audiences who respond best to it, integrate with programmatic platforms and make better channel split decisions by predicting their videos' earned media potential.