AM 3.0 Program
 

AM 3.0 Program

Audience Measurement

June 24–25 at the Millennium Broadway Hotel, New York City
Day One | Day Two

This year, our esteemed Program Committee, chaired by Paul Todd of Google and Richard Marks of TNS, put together a program that guided advertisers through the technology shoals and put audience measurement out in front of our elusive, technology-enabled consumer. Where are they? What are they doing? How are they doing it? What tools can we use to measure them? Will they work with us to help secure measurement? AM 3.0 addressed these questions, answered by our incomparable collection of industry leaders.

Day One – June 24

8:30–10:45AM
Opening Keynote

WELCOMING REMARKS

Bob Barocci – President and CEO, The ARF

INTRODUCTION TO THE SYMPOSIUM

Richard Marks – Global Head, TNS Media Research; Symposium Co-Chair
Paul Todd – Product Management Director, Google; Symposium Co-Chair

GET READY TO MEASURE FUTURE MEDIA USE

Jeffrey Cole, Director of the USC Annenberg School Center for the Digital Future, will review the significant learning from the Seventh Annual Digital Future Study including media developments and trends.

Louisa Shipnuck, IBM Institute for Business Value, will present the highlights of their provocative report, “The End of Advertising As We Know It.”
The next five years will hold more change for the advertising industry than the previous 50. Increasingly empowered consumers, more self-reliant advertisers and ever-evolving technologies are redefining how advertising is sold, created, consumed and tracked…Four evolving future scenarios will be reviewed.

Lee Doyle, North America CEO of Mediaedge:cia, will then give his perspective on the main points emerging from the preceding presentations.

11:00AM–12:30PM
Mid-Morning Keynote

THE TV/VIDEO AUDIENCE MEASUREMENT CHALLENGE

The challenges of measuring the consumption of TV/video content have never been greater. Fragmentation is putting pressure on sample sizes. New technologies allow viewers to consume video when, where, how they want, making measurement exceedingly complex. The challenge even extends to what should be measured: program ratings, commercial ratings or some combination? And should ratings be supplemented with, or replaced by, qualitative measures like engagement?

Industry leader presenters include Paul Donato of The Nielsen Company, George Shababb of TNS, Todd Juenger of TiVo, Josh Chasin of comScore, Will Hodgman of M:Metrics, Tracy Patrick Chan of Google, and Bjarne Thelin of BARB. Topics will include new developments in people meter panels, set top box return path data, Internet measurement, mobile video measurement and more.
2:00–3:30PM
Post-Lunch Breakout Sessions

KEY ISSUE FORUMS – DAY ONE

Five concurrent Key Issue Forums will cover fifteen excellent papers grouped into topic sessions of three papers each: “Engagement – Still Sexy,” “Innovation in Research Methods,” “Cross Cultural Learning Leaps Borders,” “Multi-Platform Video: What’s the Multiple?” and “Raising the Bar on ROI.”

Forum 1
Engagement – Still Sexy!

Room 3.11, Third Floor

MODERATOR: Mike Pardee – SVP, Research, Scripps Networks

Learn how new engagement tools are meeting the challenge to shift the focus from "measuring engagement" to "using engagement."

Can TV Ads be Successfully Repurposed to 2x2 Screens?
A lab-based experiment compares the impact of TV ads viewed on computers and portable media devices with that of traditional TV advertising. Do the differences in screen size influence effectiveness? If so, how does this affect the creation of advertising content that is optimally effective on screens of various sizes?

Dr. Duane Varan – Executive Director, Interactive Television Research Institute, Murdoch University

FaceTimeTM: Measuring Emerging Media Effectiveness
Micro sites, video, blogs, and social networks have expanded the tools available for brands to engage consumers, but measuring effectiveness remains elusive. Find out what lessons for measuring emerging media can be learned from the 2008 Presidential Election campaigning.

Lauren S. Moores, Ph.D. – Director, Data Operations/Analytics, TNS Compete
Matthew Pace – Director, Online Media and Search, TNS Compete

Does Ad Effectiveness Differ on HD vs. SD?
Three Starcom clients (Allstate, Best Buy and Miller) participated in an ad test on Discovery HD versus Standard Definition networks. Learn about a methodology that assesses comparative effectiveness.

Ingrid Gorman – VP Research & Planning, Discovery Communications, Inc.
Mary Ann Farrell – SVP Research, E-Poll Market Research

Forum 2
Innovation in Cross Media Measurement

Room 4.11, Fourth Floor

MODERATOR: Barbara Singer – Director, Strategic Media Information, Kraft Foods Inc.

The explosive growth of mobile communications is changing how researchers think about everything from measurement devices and "sampling frames" to defining "digital media" itself.

Leveraging the Synergy of Search to Drive Sales
Charles Schwab, Google and MSP partnered to create a new way to incorporate natural search data into marketing response models. The outcomes produced new insights into how online and offline channels work to drive product sales and are contributing to more accurate cross media planning decisions for Charles Schwab.

Dave Cavander, PhD – Executive Vice President, MarketShare Partners
Joel Brodsky – VP, Advanced Analytics, Charles Schwab & Co., Inc.

HD (Hard Data) about HD (High Def)
HD is growing rapidly but little behavioral research exists about who's watching, how it’s used and how HD affects ratings, loyalty and retention. We'll investigate these and other tuning behaviors and show what local set-top box data says about national viewing patterns.

Robin Garfield – VP, Sales Research & Strategy, Scripps Networks
Greg Iocco –Manager, Research Analytics, Scripps Networks

Combining PPM and RFID – Closer to Single Source?
The Arbitron Portable People Metter (PPM) is now in commercial use in six countries. Find out more about how PPM and RFID are used to passively measure print and bring advertisers one step closer to a viable single source, multi-media audience measurement device.

Pasquale (Pat) A. Pellegrini, Ph.D. – Vice President, Research, New Product Development, Arbitron Inc.
Adam Gluck – Project Leader, Research, PPM Methods and Analysis, Arbitron Inc.

Forum 3
Cross Cultural Learning Leaps Borders

Gallery 8, Eighth Floor

MODERATOR: Giovanni Fabris – President, Fabris Media Services

Research insights are enabling marketers hurdle cultural stereotypes and country borders to meet consumers on their own turf.

To Fully Understand the American Consumer: Learn Spanish
There are 7.2 million persons of Hispanic origin in LA. 2 million speak mainly or only Spanish. Learn about the best practices for researching Hispanics in consumer and media measurement and the benefits of including Hispanics in your media planning.

Doug Darfield – SVP, Ethnic Measurement, The Nielsen Company
Howard Shimmel – SVP, The Nielsen Company

China: The Second Largest Internet Population
China is now the world’s second largest population of Internet users, raising the stakes for Chinese and foreign companies battling for market share. This research introduces the Chinese “Netizen,” a group that is poised to be a major global force in the 21st century.

Cate Riegner – Principal & Research Director, Media-Screen LLC

Marketing Luxury in the Digital Age
Luxury goods marketers are perplexed by the dizzying options of digital media and their synergy potential. Discover the usefulness of qualitative techniques in identifying which digital media best serve various points of brand engagement, and how the results are used to build strategic marketing communication plans for luxury brands

Beth Uyenco – Global Research Director, Microsoft
Alex Charlton – Managing Director, Essential Research

Reaching and Valuing the Multicultural Consumer – It's Transformational
Are current measurement options appropriate for multicultural consumers? Starcom MediaVest’s transformational approach to answering this question involves creating a cultural identity practice and several “Beyond Demographics” research initiatives. Initially focused on the cultural identity of African Americans, these initiatives now also include Asian Americans, and will incorporate other cultural groups in future.

Kate Sirkin – Global Research Director, Starcom MediaVest Group
Esther “E.T.” Franklin – Director of Cultural Insights, Starcom MediaVest Group

Forum 4
Multi-Platform Video: What's the Multiple?

The Hudson Theater, Ground Floor

MODERATOR: Richard Marks – Global Head, TNS Media Research

Measuring the impact of a brand on one screen is a challenge, but with three screens it's a much bigger challenge. Add to that more audience characteristics, more measures of behavior, impact and payoff, and you can be sure to find new insights.

Connecting ESPN: Understanding Sports Fans and their Cross Media Usage
ESPN is a true cross-media brand, covering TV, mobile, internet, print and radio. To explore how sports fans use these media, ESPN and The Nielsen Company are using a combination of research techniques including single-source panel measurement and data fusion. Learn about the problems they confronted, as well as initial findings and insights.

Glenn Enoch – VP, Audience Research, ESPN
Pete Doe – Joint Managing Director, The Nielsen Company

Do Ads on ABC.com Work Like They Do on ABC?
Full episodes of TV programs on the internet allow advertisers to reach consumers in a high engagement medium. This continuing research project provides a window into the behaviors and attitudes of ABC.com’s video users, and the impact of the advertising on them.

Mark Loughney – VP, Sales & Strategy Research, ABC TV Network
Martin Eichholz, Ph.D. – VP of Research, Frank N. Magid Associates

Online Video is Changing the Television Landscape
Discover fresh learning about behavior, attitude, and demography of the new video audience. Use it to inform your approach to online video advertising. Presentation insights will also aid traditional TV networks in refining strategies for their brands online.

Jarvis Mak – VP, US Director of Research & Insight, Media Contacts
Leslie Darling – VP, comScore, Inc.

Forum 5
Raising the Bar on ROI

Room 5.08, Fifth Floor

MODERATOR: Kelly Andrews – SVP, Director Consumer Research & Analytics, Starcom MediaVest Group

Hear the bar click up, up, up, as measuring ROI goes from brand building to activation effects, from online to offline, from paid-media to experiential, from CPG to banking.

The Offline Impact of Online Advertising
The ROI of online search and display advertising goes far beyond lifts in click-throughs and online sales; it includes significant impact on brand building and offline sales. This presentation examines the total impact of digital advertising across all channels.

Alistair Sutcliffe – VP, comScore, Inc.

One World. One Dream. One Huge Investment. Driving ROI from the Olympics.
The 2008 Olympics could well be the most pivotal commercial sporting event in recent history. Find out how two years of comprehensive, cross-media, consumer, ad spend and activation event research can shed light on how sponsors should go for Gold!

Matthew Brosenne – Business Development Director, CSM Media Research

It’s 10PM. Do You Know Where YOUR Advertising Dollars are Going?
John Wanamaker said nearly a century ago, "I know that half my advertising dollars are wasted – I just don't know which half." In a bid to revolutionize the marketing and advertising industries, TRA has developed technology to accurately match ads and other brand messages that consumers receive, with the products and brands they actually buy.

Bart Flaherty – CEO, GroupM Business Sciences
David Poltrack – Chief Research Officer, CBS Corp. and President, CBS Vision

4:00–5:00PM
Afternoon Keynote

WILL INTERNET AUDIENCE MEASUREMENT CATCH UP?

This session is dedicated to the critically important topic of measurement of the online space. Despite the fact that the Internet is blessed with the richest data pool of any medium, measurement consensus remains elusive. Sherrill Mane of the IAB, Stephen Kim of Microsoft, Andrew Markowitz of Kraft, Peter Kim of Forrester and Michael Vinson of GM Planworks will tell us about setting priorities on what to measure and what to ignore; the media ecosystem that underlies advertising selling, buying and metrics; the growth of ad networks and the real impact of the social networking phenomenon.

5:00PM
Special Google Session

MEDIA PLANNING: TRANSLATING DATA INTO INSIGHTS

Digital media has evolved, offering greater access to search query history, website visitation patterns, video usage and commentary. But are marketers able to make the most of this data? Wayne Lin, Google Business Product Manager, discusses Google's initiatives to help marketers translate this data into more detailed and powerful media planning insights.

5:15–6:15PM
Late Afternoon Unwind

NETWORKING HOUR

Sit back, relax and exchange ideas with old friends and colleagues. And, get ready for Day Two.

Day Two – June 25

8:00–8:30AM
Opening Keynote

GOOGLE TV ADS GOES LIVE: POTENTIALLY A GAME CHANGER!

Keval Desai, Google's Director of Product Management for TV Ads, opens Day Two of AM 3.0 with a public presentation of Google TV Ads, which recently became available to all US advertisers after a successful beta test with DISH Network. Keval will explain how the convergence of TV and the web drove Google to enter the TV ad business using their successful internet search advertising model, and how Google TV plans to deliver more relevant ads to viewers. He will also discuss several case histories of advertisers, both large and small, who are getting great ROI from Google TV Ads. Some observers call this Google initiative "potentially game-changing ..."

8:30–9:30AM
Morning Keynote

CONNECTING MEDIA METRICS TO MARKETING REALITIES

This panel session, moderated by David Marans of IAG Research, explores Senior Executive perspectives on how today’s fragmenting media landscape and new developments in audience measurement impact how they do business. Speakers Mark Kaline of Ford, Mike Shaw of ABC, Jon Steinlauf of Scripps, Noreen Simmons of Unilever and Steve Lanzano of MPG will talk about their real business challenges, decisions and solutions influenced by these changes; and highlight new developments in research knowledge and practice that play an important role, either positive or negative, in the business process.

9:30–10:30AM
Mid-Morning Keynote

CROSS MEDIA PLANNING WITHOUT CROSSED WIRES

Since consumers’ use of media is changing dramatically, it is important to recognize the immediacy of the effects on media measurement and proactively rethink our measurement systems. This session is about exploring the models and methods that go beyond “exposure” metrics, eliminate silos and broaden the scope of cross-media measurement.

Speakers include Jane Clarke of Time Warner Global, Howard Shimmel of The Nielsen Company, Kelly Andrews of Starcom MediaVest, Mike Bloxham of Ball State University and Bob DeSena of iO Global. A panel discussion will further the industry dialogue on the possibilities for generating consumer-centric, media-agnostic metrics approaches.
11:00AM–1:00PM
Late Morning Keynote

MOBILE MEDIA & SOCIAL MEDIA: TRENDY OR TRANSFORMATIVE?

Mobile Media. Artie Bulgrin of ESPN chairs this session that will educate attendees on how mobile media is developing and will evolve in the near future. Lessons that can be learned from more developed mobile cultures outside of the United States will also be explored. A diverse panel of mobile media and technology experts, hosted by Artie, has been assembled to debate the evolution of mobile media as a marketing medium. Speakers include Jonathan Kapsis of MediaFlo USA, Jordan Berman of AT&T, Larry Harris of Ansible Mobile and Richard Williams of Verizon.

Social Media. Immediately thereafter, Ed Keller of the Keller Fay Group chairs a ground-breaking session on Social Media that will explore why word of mouth is increasingly seen as the most trusted source of information today. A panel of experts, including Shawn Gold (formerly) of MySpace, Carla Hendra of Ogilvy, Jeffrey Graham of the NY Times, Kate Sirkin of Starcom MediaVest, and Brett Hurt of Bazaarvoice will tell us what’s working and what’s not, how word of mouth interacts with other forms of media, and how the impact and effectiveness of word of mouth are being measured – and how they should be measured in the future.
2:30–4:00PM
Post-Lunch Breakout Sessions

KEY ISSUE FORUMS – DAY TWO

Five concurrent Key Issue Forums will cover fifteen more excellent papers grouped into topic sessions of three papers each: “Catch Me across Platforms,” “Innovation in Research Methods,” “Putting a Ruler on Buzz,” “Life after Project Apollo,” and “Findings from Breaking Open the Set-Top Box.”

Forum 1
Catch Me across Platforms

Room 3.11, Third Floor

MODERATOR: Jonathan Carson – President, International, Nielsen Online

The pace is quickening as media planners work to translate consumers' movements across media platforms into an affordable, but riveting tango with the brand. Come rate the dance as the consumer picks up the tempo.

Finding and Measuring the Audience that Matters
Developing a media plan across platforms that maximizes an advertiser's spend is the Holy Grail of media planning. MTV and Harris Interactive reveal the key metrics which identify the audience that matters most, and proves how and why they matter in terms of their consumption of both program content and advertising across media platforms.

Colleen Fahey Rush – EVP, Research & Planning, MTVN
Marianne Foley – SVP, Innovation Initiatives, Harris Interactive
Todd Cunningham – SVP, Consumer Technology and Brand Planning, MTVN

Blending Digital + Broadcast Works
ABC Television and Brand Keys developed a way to measure multi-platform, campaigns and correlate “the blend” directly to engagement and sales. The presentation provides actual sales figures for banking, retail, and CPG verticals based upon exposure to advertising via a digital format, traditional broadcast, or a blend of the two.

Justin Fromm – Director, Sales & Strategy Research, ABC Television Network
Robert Passikoff, Ph.D. – Founder & President, Brand Keys, Inc.

“…And Make Measurable What Is Not So” (Galileo)
Cost-effective communications planning goes beyond mere media exposure. Ad recall does not follow media consumption well; High share-of-voice is not efficient; Creative content is critical; and different touch-points work in different ways, for different goals. Come learn about 360° “consumer mix modeling”.

John Hallward – Global Director, Product Management + Development, Ipsos ASI

Forum 2
Innovation in Research Methods

Room 4.11, Fourth Floor

MODERATOR: Mike Pardee – SVP, Research, Scripps Networks

The demand to measure more media options has not lessened the urgency to measure them in more combinations with greater granularity – innovation in methods is key to keeping up with those demands.

Nielsen Moves from Random Digit Dialing to Address-Based Sampling!
Cell phones and number portability are threatening the validity of landline-based telephone surveys. The Nielsen Company is pioneering the use of address-based sampling by moving Nielsen’s television ratings diary to this new approach. Hear about the issues encountered and the lessons learned from the November 2007 pilot study.

Michael W. Link, Ph.D. – Chief Methodologist, The Nielsen Company

Measurement Solutions that Fit Today’s Digital Market
The traditional media world's transformation into a multimedia universe poses considerable challenges to media service providers and TV and audience researchers. In today’s world, for instance, it is no longer enough to simply capture high viewing figures and market shares. Advertisers need more.

Daniel Battiston – Director, Liechti AG & Director of Sales and Technology, Telecontrol AG
Dr. Bernhard Engel – Research Director, ZDF

Same Pod, Different Peas: Digital Measurement Devices can be Threatening
In the age of new digital audience measurement tools, the public’s acceptance of and willingness to use these devices is not always certain. This paper covers attitudes towards an array of privacy issues linked to participation in a television and Internet measurement survey.

Dinaz Kachhi – Methodological Research Analyst II, The Nielsen Company

Forum 3
Putting a Ruler on Buzz

Gallery 8, Eighth Floor

MODERATOR: Ed Keller – CEO, Keller Fay Group

As marketers up the ante on Buzz from measuring it – to understanding it – to applying it, the interface between CGM and offline media has become the firing line. Come feel the heat.

The Impact of Buzz on CPG New Product Launches
Can marketers buy buzz? Is buzz a surrogate of future sales? What is the role of consumer-generated media (CGM) in new product launches? This study reveals the role of CGM in CPG new product launches and guides marketers on how to use the results to improve new product launch success.

Jessica Hogue – Research Director, CPG, Nielsen Online
Jonathan Gordon – Manager, BASES Model Development, The Nielsen Company

Measuring the Value of Word of Mouth
We’re told that word of mouth works, but what’s the value of a conversation to a brand? This research shows how to measure spread and impact in order to determine the true value of a conversation.

Walter J. Carl, Ph.D. – Founder and Chief Research Officer, ChatThreads

The Buzz on Word of Mouth
While "buzz" is primarily considered an online activity, prior research by Keller Fay has shown that the majority of WOM communication occurs offline. OMD and Keller Fay Group present the findings of the first large-scale analysis comparing online and offline word of mouth trends and how can marketers effectively use them to drive results?

Sandra K. Eubank – US Director Business Intelligence, OMD
Brad Fay – Chief Operating Officer, Keller Fay Group

Forum 4
Life after Project Apollo

The Hudson Theater, Ground Floor

MODERATOR: Barbara Singer – Director, Strategic Media Information, Kraft Foods Inc.

What new findings have emerged from the largest-ever single-source research initiative? More importantly, what new questions do marketers ask when given a new window into how consumers think and react? This forum concludes with a special panel including the session speakers and Project Apollo experts Mark Green of The Nielsen Company and Linda Dupree of Arbitron.

Project Apollo: Testing the Effect of Recency on Purchasing across Categories and Media
Single-source analysis has transformed the way media is planned in the modern age. It led to Erwin Ephron popularizing the concept of recency. Learn how the latest single-source, Project Apollo, is used to test the effect of recency in the present day.

Virginia Beal – Senior Research Associate, Ehrenberg-Bass Institute for Marketing Science

Using Established Frameworks to Investigate how Advertising Works
There are laws in marketing that describe brand loyalty. Discover how this knowledge, analyzed in combination with pure single source data from Project Apollo, is used to demonstrate a new approach to measure how advertising works.

Dr. Rachel Kennedy – Associate Professor of Marketing, Ehrenberg-Bass Institute for Marketing Science
Ron Bates – Director, Global Analytics, Kraft Foods Inc.

Increasing Financial Returns from Cross Media Advertising Dollars with Single-source Data
Marketing mix modeling has brought an ROI perspective to cross-media management, but remains a rear-view mirror. Single source data provides ongoing performance tracking informing media and creative decisions. Project Apollo data compares single source analyses and marketing mix models to discover what they can learn from each other.

Leslie Wood – Chairman, Media Trust
Jim Spaeth – Partner, Media Trust

Forum 5
Findings from Breaking Open the Set-Top Box

Room 5.08, Fifth Floor

MODERATOR: Artie Bulgrin – SVP, Research & Sales Development, ESPN

Talk about moving the goal posts! The early analysis of set-top box data focused on greater granularity, then on defining consumer segments based on media consumption, now media and product consumption behavior are being factored in. Do we need a new media model to keep up?

Learning from Tuning: Developing New Ad Metrics from Set-Top Box Data
When large enough samples of channel-changing data are aggregated, consistent behavior in response to advertising starts to emerge. Google presents their analysis of tune logs from millions of set-top-boxes, and describes ad quality metrics derived from that information.

Dan Zigmond – Technical Lead / Manager, Google
Steve Lanning – EVP, Analytics, DISH Network

From Data Evolution to Audience Revolution
For decades, TV planning and buying decisions have been based on crude and fairly generic age/sex demographic breaks. Starcom and TNS present groundbreaking findings on using combined second-by-second set top box data with third-party sources to deliver TV ads to individual households based on their unique characteristics.

Helen Katz – SVP & Research Director, Starcom MediaVest Group
George Shababb – COO, TNS Media Research

Return Path Data – Three Years On
Return path panels have become an increasingly important part of television measurement around the world. Sky, the UK’s largest pay TV operator, launched with data in 2005. Three years later – how is the data being used by Sky and by Sky’s advertisers?

Julian Dobinson – Content Insight Director, British Sky Broadcasting
Nick Burfitt – Global Director of RPD Services, TNS Media Research

4:15–5:30PM
Late Afternoon Keynote

GLOBAL VIEWS AND RAPID FIRE MEASUREMENT UPDATES

The AM 3.0 conference will close, as it did last year, with a session chaired by Owen Charlebois, Arbitron, and Giovanni Fabris, (formerly) McDonald’s International, of rapid fire updates on developments in the measurement of seven media: Word of Mouth, Radio, Gaming, Print, Internet, Outdoor and Mobile. A powerful group of industry leaders have agreed to provide the updates. Among the luminaries are Betsy Frank of Time, inc., Jim Kite of Mediavest Worldwide, Jerry Lee of WBEB FM Radio, Mark Kaline of Ford Motor Company, David Sturman of Massive (a unit of Microsoft), Bruce Rogers of Forbes, and Artie Bulgrin of ESPN.

CLOSING REMARKS FOR THE SYMPOSIUM

Joel Rubinson – Chief Research Officer, The ARF
Richard Marks – Global Head, TNS Media Research; Symposium Co-Chair
Paul Todd – Product Management Director, Google; Symposium Co-Chair

Overview

Hd-featuredspeakers

Lee Doyle

Chief Executive Officer, North America, mediaedge:cia

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Louisa Shipnuck

Global Business Development Executive, IBM

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Todd Juenger

Vice President & General Manager, Audience Research and Measurement, TiVo Inc.

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Horst Stipp

Senior Vice President, Strategic Insights & Innovation. NBC Universal

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Videos

Watch ARF Videos on YouTube!