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Gabe Samuels

Member since May 2000Contact Gabe

  • Owner Gabe Samuels, Media Consultant
  • 520 East 90th Street
  • Suite # 2A
  • NEW YORK New York
  • 10128 USA

Gabe is an independent Media and Research consultant and contributes occasional articles to mediaPost publications. Until the end of 2003 Gabe served as Senior Vice President, Member Services at the Advertising Research Foundation (ARF) in New York City. He also managed the world-class information resources (both traditional and digital) that are the hallmark of the ARF. Previously, Gabe served for several years as Senior Vice President, Research, at the ARF. In that role he was in charge of market research projects, developing Guidelines and Standards and promoting research quality with the ARF membership. Gabe’s 30+ years senior management experience in market and media research ran the gamut from advertising agencies to advertisers and from media companies and to research agencies. A prolific writer and speaker, Gabe has been intensely active in the public arena. He has founded several industry organizations, notably the San Francisco Media Directors Council and the AD Hoc Cable Measurements Committee – which was responsible in a large measure for the early success of Cable Television as a new medium. Gabe earned his BBA degree at the Bernard Baruch College of the City University, NY and has done his Graduate work in Mathematics and Computer Science at New York University. He lives in New York City, keeps in close touch with the movers-and-shakers of the industry and – in his spare time -- is attempting to grow orchids and write on The History of Advertising Media.

Articles by Gabe All articles by Gabe

  • Re:think 2014 - Great. But Don't Blink in Online Media Daily on 03/26/2014

    The ARF conference sharply focused on the three priorities facing the ad industry: consumer engagement, rethinking ideas and rethinking the skills needed to act on them. The creative mantra: it's all about emotions.

  • Neuromarketing: Problems And Possibilities in MediaDailyNews on 03/27/2014

    Current traditional market research relies on respondents' recall, which is often faulty; truthfulness, which is often questionable; and the ability to understand why they do what they do, which is not always possible. Neuromarketing, on the other hand, relies on the objective measurement techniques listed above to understand implicit human actions, reactions and feelings.

  • Is Neuromarketing Coming of Age? in MediaDailyNews on 02/06/2014

    Neurology and marketing are now connected. Leading the charge, it appears, is the Neuromarketing Science & Business Association (NMSBA), headquartered in The Netherlands.

  • Young People Are Not What They Used To Be. Who Knew? in MediaDailyNews on 03/21/2013

    In case you are wondering whether and how today's young market researchers are different from you and me, wonder no more! The ARF's Re:think 2013 served up a delightful panel of young researchers. The panel provided a definitive answer as to whether the young are different.

  • 'A Riddle, Wrapped In A Mystery, Inside An Enigma' in MediaDailyNews on 03/20/2013

    China: "a riddle, wrapped in a mystery, inside an enigma"? This phrase -- attributed to Winston Churchill, who was referring to Russia -- appears to be an apt description of today's China.

  • The ARF Re:think 2013 in MediaDailyNews on 03/19/2013

    There have been many "missions" that the ARF aspired to fulfill over the last several decades -- none, however, have been centered around the search for and promotion of truth in research. The seeking of truth is taking the ARF back to its original mission given to it by its founder, the AAAA and the ANA.

  • New View On Viewers: Maybe Distractions Aren't Such A Bad Thing, After All in TV Board on 05/23/2012

    It is no secret that television viewing is not done in a vacuum and that viewers are distracted by the environment from paying 100% attention to television program. Past findings by media researchers, going back a half a century, have made this an indisputable fact. Therefore, media buyers and sellers accepted the fact that the ratings as provided by Nielsen and (former TV audience researcher) Arbitron and others have over-stated the true dimension of the TV audience.

  • Hex Factor: ARF Forum Showcases New Social TV Analytics Platform, Offers Brand Insights Too in Online Media Daily on 05/18/2012

    In what might be described as media's long-tail wagging its biggest dog, researchers are tapping social media to help television programmers better understand viewer reaction to and experience with TV content. During a demonstration at an ARF Thought Leader Forum in New York, Crimson Hexagon demonstrated a new platform capable of mining more than 100 billion social media data points to provided detailed -- and sometimes surprising -- insights into the way people watch television.

  • Census Consensus in MediaDailyNews on 06/22/2010

    The U.S. Census Bureau has renewed the faith of many in the ability of the government to do things right. It is clear that the protracted debates and controversies surrounding previous censuses will be greatly diminished with this year's effort.

  • The Answer Is: When You Grow Up in Online Media Daily on 12/13/2005

    Rarely do I get to use a cliché as aptly as I do in replying to the Dec. 6 Online Spin, "Will Online Measurement Stop Playing Follow The Leader?" The cliché is this: Those who choose to ignore the past are doomed to repeat it.

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