AM 4.0 Critical Challenges

Audience Measurement 4.0 focuses on what really matters to buyers, sellers and researchers – the tools, technologies and models you need to operate successfully. AM 4.0 provides answers to critical challenges in reinventing media measurement.

1. Making media work harder and reach deeper
2. Making sense of new media
3. Mastering advances in audience metrics
4. Predicting engagement + results in digital age
5. Using traditional media in light of digital revolution
6. Reducing uncertainty in uncertain times
7. Achieving above-average ROI in a tough financial environment
8. Tapping into WOM, social media and innovations for media & market research
9. Reviewing global holistic measurement initiative

Challenge 1 – Make your media work harder and reach deeper

Audiences are scattering, campaigns reach a third less people than five years ago and clients are demanding more accountability. These sessions will show you how to make your media plans work harder:

• 6.23, 10:20am
  Video Measurement – Overcoming Complexity
  CBS, ESPN, Turner Broadcasting, Nielsen, comScore, TNS
• 6.23, 11:05am
  Reinventing ROI and Marketing Effectiveness Measurement
  Unilever, Nielsen Online, Scripps Networks, TRA, PointLogic, MRI, MMA
• 6.23, 5:15pm
  What Works? New Trends and the Latest Learning in Advertising Effectiveness 360 Media & Marketing Learning Session
  Dynamic Logic
• 6.24, 8:20am
  Crisis Measurement Keynote
  Alan Wurtzel – NBC Universal
• 6.24, 2:25pm
  Size Does Matter. Measuring the Fragmenting Media Marketplace Key Issue Forum
  DISH Network, Rentrak

Challenge 2 – Make sense of new media world

In our technology-powered media world, how do you find your target audience? Many are multitaskers, bloggers, tweeters and texters. The role of traditional media in their lives has changed. These sessions will help you make sense of this new media world:

• 6.23, 8:05am
  Reinventing Media Measurement Keynote
  John Burbank – Nielsen Online
• 6.23, 8:30am
  Forecast 2015: Social Media & Their Impact on Audience Measurement Keynote Panel
  UBS, Mediasmith, Nielsen, appssavvy, TNS, Media6°
• 6.23, 1:15pm
  The World of Social Media and Search Measurement Key Issue Forum
  Ogilvy 360, Yahoo!, Razorfish, MarketShare Partners, Duke University Fuqua School of Business
• 6.23, 5:15pm
  Digital Media & Advertising: The State of the Industry 360 Media & Marketing Learning Session
  Andrew Ianni – ad:tech Expositions
• 6.24, 2:25pm
  The Marketing Value of Influencers Key Issue Forum
  CNN, Keller Fay Group
• 6.24, 3:05pm
  Advertising and Word of Mouth Afternoon General Session
  Unilever, MTV Networks, Razorfish, Keller Fay Group
• 6.24, 4:00pm
  Innovation – New Tools for Media and Marketing Research Afternoon General Session
  Yahoo!, Optimedia, Visible Measures, VH1, Nielsen, Innerscope, Passenger, TubeMogul, Inc.

Challenge 3 –Mastering advances in audience metrics

Estimating future ratings performance is a two-edged sword. TV and radio post-buys are frequently 10 to 20% off. Internet posts are even worse. You can’t go back to your client and recommend next year’s plan if this year’s didn’t work. These sessions cover the latest in audience metrics advances:

• 6.23, 9:20am
  Digital Measurement – Issues and Solutions
  comScore, Doubleclick, Forrester, Nielsen, Adify, Simulmedia
• 6.23, 4:25pm
  Advancements in Targeting
  ValueClick, AdMeld, Medgal Consulting Group, imark360
• 6.24, 8:05am
  Beyond Advertising: Choosing a Strategic Path to the Digital Consumer Keynote
  Saul Berman – IBM Global Business Services
• 6.24, 9:00am
  Set Top Box Initiatives
  TRA, Nielsen, Rentrak Corp., TiVo, CBS, TNS, Starcom MediaVest Group, Group M
• 6.24, 11:15am
  “Non-Traditional” Measurement: Measuring Moments of Truth
  OVAB, Sponsorship Research Intl., Posterscope, Traffic Audit Bureau, Carat USA

Challenge 4 –Predicting engagement and results in digital age

Consumers are bombarded with huge amounts of advertising “clutter” during the course of a week. In this digital age, their attention spans are more limited than ever. What they say and what they do are often two different things. These sessions will help you better understand how to predict both engagement and the behavior that results from it:

• 6.23, 12:15pm
  If It Feels Good Do It: Understanding the Links Between Biometrically Measured Emotional Response and Behavior Food For Thought Luncheon
  Innerscope Research
• 6.23, 1:45pm
  Ethnography Meets the Digital Age Key Issue Forum
  Nielsen, Microsoft
• 6.23, 2:15pm
  Social Networks and Marketing Response Key Issue Forum
  MarketShare Partners
• 6.23, 2:45pm
  20/20 Advertising: Targeting the Mind of Your Consumer Key Issue Forum
  AMC Network, Nielsen
• 6.23, 5:15pm
  Neuromarketing Research for Print and the Web: It’s Not Just What They See, It’s What Gets Through 360 Media & Marketing Learning Session
  Innerscope Research
• 6.24, 12:25pm
  If It Feels Good Do It: Understanding the Links Between Biometrically Measured Emotional Response and Behavior Food For Thought Luncheon
  Innerscope Research
• 6.24, 1:25pm
  Commercial Tune-Away as a Function of Message Frequency – What Have We Learned About Wearout from the Set-Top Box Key Issue Forum
  TNS
• 6.24, 1:55pm
  Engagement With In-Game Advertising Key Issue Forum
  OTO Insights

Challenge 5 – Using traditional media in light of digital revolution

Traditional media such as magazines, newspapers, radio and outdoor are declining for a variety of reasons. That decline is often interpreted as a sign that the medium is ineffective. Some advertisers know that the real issue is to better understand the changing roles of traditional media in light of the digital revolution. These sessions will help you figure out how to use these media more creatively:

• 6.23, 12:15pm
  Out of Home Media: Who’s Viewing? Who’s Listening? ... And How Do We Put It All Together? Food For Thought Luncheon
  Arbitron
• 6.23, 12:15pm
  Radio in the Digital World: Where Radio Fits in Today’s Media Plans Food For Thought Luncheon
  Arbitron
• 6.23, 1:15pm
  EYES ON Has Become a Reality Key Issue Forum
  Ephron Papazian Ephron, Traffic Audit Bureau
• 6.23, 5:15pm
  The Evolution of Magazine Ad Ratings 360 Media & Marketing Learning Session
  MRI
• 6.24, 10:15am
  ‘Traditional’ Media in a Digital Age: Open Road vs. Digital Gridlock?
  JCDecaux, Time, Inc., The New York Times, Radio Advertising Bureau, Conde Nast, TNS
• 6.24, 12:25pm
  Out of Home Media: Who’s Viewing? Who’s Listening? ... And How Do We Put It All Together? Food For Thought Luncheon
  Arbitron
• 6.24, 12:25pm
  Radio in the Digital World: Where Radio Fits in Today’s Media Plans Food For Thought Luncheon
  Arbitron

Challenge 6 – Reducing uncertainty in uncertain times

In these uncertain times, decision making gets tougher and tougher. It is more important than ever to rely on what is known. Wharton, the ARF and the Ehrenberg-Bass Institute convened a “What Do We Really Know About Advertising” conference last December. This session includes five papers on audience measurement topics that have the power to reduce uncertainty:

• 6.24, 1:25pm
  What We Know About Advertising: Implications for Management and Measurement Special Session
  SEI Center for Advanced Studies in Management, The Wharton School, comScore, Inc., Mars, Inc., The ARF, Ehrenberg-Bass Institute, University of South Australia

Challenge 7 – Achieving above-average ROI in a tough financial environment

Marketing ROI and effective cross-platform media placement are more critical than ever. The single greatest inhibitor to ad spending may well be inadequate understanding and application of the newest insights into ROI metrics. Discover how to achieve the most effective possible ad spend, the obstacles that must be overcome and the outlook for future practice during these sessions.

• 6/23, 11:05am
  Reinventing ROI and Marketing Effectiveness Measurement
  Unilever, Nielsen Online, Scripps Networks, TRA, PointLogic, MRI, MMA
• 6/24, 1:25pm
  Measuring & Maximizing ROI by Deconstructing Household Causals
  TRA, Inc., Mars, Inc.
• 6/24, 1:55pm
  The Role of Offline and Online Media in Driving Internet Search Behavior and Sales
  Google, MarketShare Partners
• 6/24, 2:25pm
  A New Accountability: Holding Targeters to Their Targets
  Nielsen Online

Challenge 8 – Tapping into WOM, social media and innovations for media & market research           

The rise of social media and word of mouth marketing is the most seismic media innovation since the advent of TV.   Marketers need to adapt, respond and connect across every touch point, but few have a grasp on the emerging tools they need to master to stay competitive. These sessions dive deep into this phenomenon changing the face of media and marketing research.

• 6/23, 1:15pm
  Filling Consumer Measurement Gaps Key Issue Forum
  Keller Fay Group, Universal McCann, Nielsen Life360, Microsoft, Ephron, Papazian, Ephron, Inc., Traffic Audit Bureau, TNS
• 6/23, 1:15pm
  The World of Social Media and Search Measurement Key Issue Forum
  Ogilvy 360 Digital Influence, Razorfish, Duke University Fuqua School of Business
• 6/24, 1:25pm
  The Value of Cross-Media, Engagement and Influencer Marketing
  Wall Street Journal Office Network,  Brand Keys, Inc., OTOinsights, Keller Fay Group, CNN
• 6/24, 3:05pm
  Advertising and Word of Mouth
  MTV Networks, Unilever, Razorfish
• 6.24, 4:00pm
  4Innovation –New Tools for Media and Market Research
  Visible Measures Corp., VH1, The Nielsen Company, Innerscope Research, Yahoo!, Passenger, TubeMogul, Inc., Optimedia International

Challenge 9 – Reviewing global holistic measurement initiatives

Holistic measurement is a subject of intense interest in the global communications industry.  These sessions will offer new insights from a WFA review of global holistic measurement initiatives in progress in several countries including the UK, France, Australia and Brazil.

• 6/23, 1:15pm
  International Measurement Success Stories
  GfK Telecontrol AG, Eurodata TV Worldwide, Nielsen Online, PF
• 6/23, 3:25pm
  Holistic Media Measurement: International and U.S. Experiences - Contrast or Convergence?
  ESPN, Time Warner Global Media Group, IMMI, The Coca Cola Company, Fabris Media Marketing Services
• 6/24, 1:55pm
  Will an IPA TouchPoints Initiative Work in the US?
  Media Behavior Institute, IPA: Institute of Practitioners in Advertising (UK)