Televisionation: ARF’s Scott McDonald and Paul Donato on the Future of Advertising

ITVT/TVOT is pleased to present a new episode of “Televisionation,” our video/audio podcast exploring the advanced/interactive-TV industry in the Coronavirus/Covid-19 Era and beyond.This episode features Scott McDonald, President and CEO, and Paul Donato, Chief Research Officer of the Advertising Research Foundation (ARF), an organization which was founded in 1936 and which describes its mission as “to further, through research, the scientific practice of advertising and marketing.”They discuss the ARF’s current initiatives, the organization’s priorities going forward, the most significant challenges they see arising for the advertising space in the near future, and also share their thoughts on such phenomena as AVOD, shoppable TV, contextual advertising, and more.