Paul Donato is the Chief Research Officer of the ARF (Advertising Research Foundation) and a highly-regarded leader in media and advertising research with more than two decades of industry experience. Previously, Paul co-founded WPP’s Media Research Business Unit, served as CEO of Kantar Media, and was Technical Director of IBOPE Latin America. He was the EVP and CRO for The Nielsen Company for more than a decade, overseeing Nielsen retail, consumer, mobile, and media measurement methodologies. Beyond the office, Paul sits on the Future State Committee of the National Air and Space Museum. Since 1936, the Advertising Research Foundation has been the standard-bearer for unbiased quality in research on advertising, media and marketing. Only the ARF brings together advertisers, agencies, media companies, research companies and ad tech into one conversation about how to be better at what we do.
Articles by Paul All articles by Paul
- How To Tackle 5 Industry Challenges Of 2019 in
Marketing Insider on
01/07/2019
Among those challenges: Are we targeting too much? The changing face of retail. Reimagining the value of brands.
- Here's Looking At You: The Impact Of Facial Gaze On Print Ad Effectiveness in
Marketing Insider on
04/06/2018
Two critical aspects of ad effectiveness are attention and engagement. Greater attention coupled with greater engagement leads to greater brand recall and purchase intent. But in this distracting and fragmented media world, these metrics have been difficult to quantify and measure. How does a marketer capture consumer attention to an ad and make a positive connection with that consumer to the product advertised?
Comments by Paul All comments by Paul
- Here's Looking At You: The Impact Of Facial Gaze On Print Ad Effectiveness
by
Paul Donato
(Marketing Insider on
04/06/2018)
Good question, worth the ask!
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