Audience Measurement 4.0 Program
 

Audience Measurement 4.0 Program

Jump to Wednesday, June 24

Tuesday, June 23

Day 1: Reinventing Media Measurement

7:30am

REGISTRATION OPEN

8:00am–8:05am

Get ready to brave the new 360 media world as we begin Reinventing Media Measurement.

Arbitron Welcome & Opening Remarks

8:05am–8:30am

Keynote: Reinventing Media Measurement

John Burbank – CEO, Nielsen Online, The Nielsen Company

Brand advertisers know they need to reach their consumers on the web. Yet, for many low interest, advertising-dependent brands, the web doesn't seem to be working all that well.

John Burbank, CEO of Nielsen Online will discuss what needs to change in terms of online creative and measurement to unlock the web's potential for brand advertisers.

8:30am–9:20am

Keynote Panel – Forecast 2015: Social Media & Their Impact on Audience Measurement

Given that “research as we know it will be on life support by 2012,” how must the audience measurement landscape change over the next five years? Industry bosses provide their forecasts of the challenges facing current audience measurement methods and offer potential scenarios for the future.

PANELISTS:
John Burbank – CEO, Nielsen Online, The Nielsen Company
Chris Cunningham – Founder and CEO, appssavvy, Inc.
Dean DeBiase – CEO, TNS Media
Joe Doran – Founder and CEO, Media6°
David Smith – CEO, Mediasmith, Inc.

MODERATOR:
Matthieu Coppet – Global Media Strategist, UBS

9:20am–10:05am

Digital Measurement – Issues and Solutions

Identifying unique individual Internet users is essential for producing valid web audience metrics.  Use of cookies (pieces of code placed on users’ computers) is the most commonly used methodological approach for accomplishing this. Cookies are used in a variety of ways ranging from estimating the number of unique visitors, repeat visitors and conversion rates to tracking online ad exposure for measuring advertising ROI.

The accuracy of this method has recently been questioned due to growing evidence that at least 30% of Internet users are regularly deleting cookies from their machines. A panel of online media experts addresses the effects of cookie deletion on data precision and offers up possible solutions.

PANELISTS:
Sean Harvey – Product Manager, DoubleClick
Russ Fradin – CEO, Adify
Gian Fulgoni – Chairman, comScore, Inc.
John Lovett – Sr. Analyst, Forrester Research
Mainak Mazumdar – SVP, Measurement Science, Emerging Media, The Nielsen Company
Dave Morgan – CEO, Simulmedia, Inc.

MODERATOR: Gerard Broussard – Consultant

10:05am–10:20am

NETWORKING BREAK

10:20am–11:05am

Video Measurement – Overcoming Complexity

The broadcast environment is becoming far more complex than three screens. The digital transition will lead to further audience fragmentation and confusion. The various forms of television on Internet and the emerging Internet on television services complicate measurement beyond what simple meters can measure.

What does measurement look like in this scenario? Can one meter technology do it all? What role will panels and servers play? How important is it to have overlapping three screen measures? If fusion is used to integrate all screen data, how sensitive are the results to the fusion type? These and other questions will be answered during this Video Measurement session.

PANELISTS:
Glenn Enoch – VP, Integrated Media Research, ESPN, Inc.
David F. Poltrack – Chief Research Officer, CBS Corporation, and President, CBS Vision
George Shababb – President, TNS Media Research
Jack Wakshlag – Chief Research Officer, Turner Broadcasting System, Inc.
Tania Yuki – Director, Video Metrix Product Management, comScore, Inc.

MODERATOR: Paul Donato – EVP, Chief Research Officer, The Nielsen Company

11:05am–12:05pm

Reinventing ROI and Marketing Effectiveness Measurement

In this year of economic turmoil, discussions of marketing ROI and effective cross– platform media placement are more critical than ever. However, inadequate understanding and practical application of the latest insights into ROI metrics may be the single greatest inhibitor to ad spending facing the industry.

Learn how consumer insights and planning experts and senior marketing executives are working to justify marketing budgets in a tough financial environment. Discover how to achieve the most effective possible ad spend, the obstacles that must be overcome and the outlook for future practice.

PANELISTS:
Tomas Emmers – Consumer & Market Insights Director, Unilever
Michal (Mickey) Galin – SVP, Research, MRI
Bill Harvey – Founder & President, TRA, Inc.
Peter Kloprogge – President, PointLogic
Randy Stone – CEO, MMA
Barbara Zack – Managing Director & CSO, Nielsen IAG, The Nielsen Company

CO-MODERATORS:
Jonathan Carson – President - International, Nielsen Online, The Nielsen Company
Mike Pardee – SVP, Research and Analytics, Scripps Networks

12:15pm–1:15pm

FOOD FOR THOUGHT LUNCHEON

Meet leading industry executives and discuss issues in today’s media measurement world.  Participation is optional and seating is based on advanced registration and availability.

Arbitron Luncheon Topics (2 Tables)
Radio in the digital world: Where radio fits in today's media plans. 
HOST: Bill Rose, SVP of Marketing, Arbitron Inc.

Out of home media: Who’s viewing? Who’s listening … And how do we put it all together?
Hosted by: Joan FitzGerald, VP of Multimedia Services, Arbitron Inc. 

comScore Luncheon Topics (4 Tables)
Are You Leaving ROI on the Table?
HOST: Anne Hunter – VP, Advertising Effectiveness Products , comScore, Inc. 

comScore’s Panel-Centric Hybrid Approach: Understanding the Next Generation of Digital Audience Measurement
HOST: Josh Chasin – Chief Research Officer, comScore, Inc.

Simplifying the Video Landscape
HOST: Tania Yuki – Director, comScore, Inc.

The Current State of Mobile Media and Census Level Metrics
HOST: Cameron Meierhoefer – EVP, comScore, Inc.

Rentrak Luncheon Topics (2 Tables)
10 Things You Never Knew About STB Data
HOSTS:
Ken Papagan – President & Chief Strategic Officer, Rentrak Corporation
Dr. Michael Vinson – SVP, Analytics, Rentrak Corporation

The Untold Secrets of the Complete Universe of VOD Users,  The Interaction of "Push" and "Pull" TV
HOSTS:
Carol Hinnant – SVP Business Development, Rentrak Corporation
Bruce Goerlich – Chief Researcher, Rentrak Corporation

MRI Luncheon Topic (1 Table)
The Advent of Magazine Ad Ratings 
HOST: Mike Drankwalter – SVP/Media Sales, MRI

Millward Brown Luncheon Topic (1 Table)
360° Media Therapy Session: War Stories, New Ideas and New Solutions
HOST: Bill Pink – SVP, Millward Brown

Innerscope Luncheon Topic (1 Table)
If It Feels Good Do It: Understanding the Links Between Biometrically Measured Emotional Response and Behavior
HOST: Dr. Caleb Siefert – Senior Scientist, Innerscope Research

Meteor Solutions (1 Table)
"Sharing" is the "New Search". But when it comes to social networks and content sharing, consumers are way ahead of marketers. 5 data-driven rules for how marketers can catch-up.
HOST: Ben Straley – CEO, Meteor Solutions

Advertising Research Foundation (1 Table)
Managing Online Data with Confidence – ARF Online Research Quality Study Findings
HOST: Dr. Ray Pettit – SVP, Research & Standards, The ARF

1:15pm–3:15pm

KEY ISSUE FORUMS

Attend one of five parallel tracks of Key Issue Forums with 4 papers per track.  Sessions run concurrently with each track consisting of four presentations followed by Q&A.

1:15pm–3:15pm

KEY ISSUE FORUM TRACK #1
Global, Three-Screen & Measurement Perspectives

MODERATOR: Jen Soch – VP Activation Director, Advanced TV, MediaVest

Television, Online, Mobile: A Deep Dive into the Three Screen Experience
Three-platform content adoption trends and ad effectiveness results from the Nielsen-CTAM study are explored.
Tim Brooks – Former Chairperson, Cable and Telecommunications Association for Marketing (CTAM) Research Committee
Christie Kawada, Ph.D. – VP, Strategic Marketing Science, Nielsen Entertainment, The Nielsen Company

Mobile Media Measurement using the World’s Largest Wireless Bill Panel
Direct measurement of mobile media audiences and advertising through Nielsen’s 60,000-line wireless bill panel is reviewed.
Susan Marshall – Vice President, Marketing, ChaCha Search, Inc.
Julia Resnick – Vice President, Mobile Media Solutions, The Nielsen Company

Mobile Media and Census Level Metrics
UK mobile operators discuss how they put their differences aside to create the Measurement Standard for Mobile.
Cameron Meierhoefer – EVP, Analytics, comScore, Inc.
Brad Greene – VP Business Development, GSM Association

Innovation in Mobile TV Measurement: TV on Mobile Phone and in the Car
Discover how TV measurement has been advancing in Korea, the newest high technology country.
Gyungsook Min – CEO, TNS Media Korea

1:15pm–3:15pm

KEY ISSUE FORUM TRACK #2
Filling Consumer Measurement Gaps

MODERATOR: Ed Keller – CEO, Keller Fay Group

You Can Plan Media for Word of Mouth
Learn how to plan word of mouth campaigns for specific advertiser brands, cable channels, publications, and websites.
Brad Fay – COO, Keller Fay Group
Graeme Hutton – SVP - Consumer Insights Director, Universal McCann

Ethnography Meets the Digital Age
Discover how “Day in the Life” studies can deliver a deeper understanding of consumer aspirations and attitudes – with consumers in the driver’s seat!
Karen Benezra –  VP, Executive Director, Nielsen Life360, The Nielsen Company
Cheri Marine – Research Product Planner, eHome Team, Microsoft Corp.

EYES ON has Became a Reality
Learn how EYES ON visibility research drove out-of-home currency measurement from OTS to audiences noticing advertising.
Erwin Ephron – Principal, Ephron, Papazian, Ephron, Inc.
Joseph C. Philport – President & CEO, The Traffic Audit Bureau for Media Measurement.

Understanding Television Viewing Among Multi-Cultural Consumers
Discover how “Return Path Data” can help marketers and agencies measure viewer interaction with English-language programming on foreign language networks.
Bud Breheney – SVP, Sales & Business Development, TNS Media Research
George Shababb – President, TNS Media Research

1:15pm–3:15pm

KEY ISSUE FORUM TRACK #3
International Measurement Success Stories

MODERATOR: Jonathan Carson – President - International, Nielsen Online, The Nielsen Company

Cross-Media Measurement by Centralized Data Collection of Comparable Data
Learn how Telecontrol’s UMS measurement system meets all requirements for measuring cross-media platforms with a single data collection point.
Daniel Battiston – Managing Director, GfK Telecontrol AG
Tanja Hackenbruch – Managing Director, GfK Telecontrol AG

The Growth of TV Consumption
Find out why television consumption is alive and well despite new media usage.
Jacques Braun – Vice President, EurodataTV Worldwide

The China Case: Overcoming Challenges in Launching Audience Measurement Systems Internationally
Discover the unique characteristics of the Chinese Internet market, the methodology behind its measurement and the data that Nielsen is now producing.
Charles Buchwalter – SVP, Research & Analytics, Nielsen Online, The Nielsen Company
Jonathan Carson – President – International, Nielsen Online, The Nielsen Company

PPM in Norway: Experiences After 3 years as Currency
Find out why PPM measurement has had a major impact on advertising sales, radio programming and music scheduling in Norway since its introduction in 2006.
Dag Andersen – Research Manager, P4
Martin Mølmen – Strategic Advisor, P4

1:15pm–3:15pm

KEY ISSUE FORUM TRACK #4
The World of Social Media & Search Measurement

MODERATOR: Radha Subramanyam – Global Insight Strategy Leader, Yahoo!

How Social Media Works
Learn about Conversation Impact™, and how it can be used to evaluate the ability of social media to deliver quantitative results for brand positioning, preference and action.
John Bell – Global Managing Director, Ogilvy 360 Digital Influence
Irfan Kamal – Vice President, Ogilvy 360 Digital Influence

What We Know About the Viral Nature of Widgets
Learn what makes widget propagation successful and how that propagation can generate a positive ROI.
Marc Sanford, Ph.D. – Consultant, Strategy & Analytics, Razorfish
Sandy Schlee, Ph.D. – Analytics Director, Razorfish

Social Networks and Marketing Response
Discover how social media works independently and in tandem with other channels to drive sales results.
E. Craig Stacey, Ph.D. – Partner, MarketShare Partners

What Television Networks Can Learn from Search Engines: Pricing and Ordering Ads to Maximize Advertiser Welfare
Learn how to use an ad quality algorithm, within a network auction, to match advertisers with ad slots.
Kenneth Wilbur – Assistant Professor of Marketing, Duke University Fuqua School of Business

1:15pm–3:15pm

KEY ISSUE FORUM TRACK #5
Digital Measurement Breakthroughs

MODERATOR: Giovanni Fabris – Principal/Consultant, Fabris Media Marketing Services

Video on Demand - A Measurement Breakthrough for the UK
Find out how the UK led the world in activating VOD viewer reporting on digital cable platforms using BARB as currency. 
Marco Barbaccia – Operation and Development Director, AGB Nielsen Media Research – UK

Measuring the Impact of DVR on TV Viewership
Find out what Google and DISH Network have learned about how DVR changes viewer behavior.
Steve Lanning – VP, Analytics, DISH Network
Dan Zigmond – Engineering Manager & Technical Lead, Google

Rich Media Video Ads Boost Branding Goals
DoubleClick and Dynamic Logic explore the branding impact of rich media versus simple Flash and image formats.
Sally Cole – Business Marketing Manager, DoubleClick Rich Media, Google
Amy Fayer – Research Manager, Custom Solutions Group, Dynamic Logic, Millward Brown
Leah Spalding – Advertising Intelligence Manager, Google

20/20 Advertising: Targeting the Mind of Your Consumer
AMC Network discusses how their AIM initiative uses consumer behavior and lifestyle data to drive viewer purchases.
Sean Fassett – VP Research, AMC Network/Rainbow Media
Christie Kawada, Ph.D. – VP, Strategic Marketing Science, Nielsen Entertainment, The Nielsen Company

AFTERNOON SESSION

3:25pm–4:25pm

Holistic Media Measurement: International and U.S. Experiences - Contrast or Convergence?

Holistic measurement is the subject of intense interest for all constituencies in the communications industry globally. In this session, conference participants will gain new insights from a WFA review of global holistic measurement initiatives in progress in several countries outside of the U.S. including the UK, France, Australia and Brazil.

PANELISTS:
Jennie Beck – Global Director, TNS Media
Gerard Broussard – Managing Partner, MediaLab
Artie Bulgrin – SVP, Research and Sales Development, ESPN, Inc.
Jane Clarke – VP, Insights & Innovation, Time Warner Global Media Group
Bill McKenna – President & CEO, IMMI
Shubu Mitra – Director, Marketing Communication Effectiveness, The Coca Cola Company

MODERATOR: Giovanni Fabris – Principal/Consultant, Fabris Media Marketing Services

4:25pm–5:10pm

Advancements in Targeting

One of the keys to developing more effective communications is leveraging new opportunities for targeting. Using specific cases of demonstrated effectiveness, participants will obtain a better understanding of the types of targeting available (associative, behavioral, and contextual), how they differ and when and how they should be used.

PANELISTS:
John Ardis – Vice President, Corporate Strategy, ValueClick, Inc.
Michael Barrett – CEO, AdMeld
Myles Megdal – President, Megdal Consulting Group
Ben Monnie – Director of Strategy and Business Development, NYTimes.com

MODERATOR: Bob DeSena – CEO, imark360

5:15pm–5:45pm

360 Media & Marketing Learning Sessions

5 Concurrent learning sessions on planning and measuring cross media marketing campaigns.

Digital Media and Advertising:  The State of the Industry
Andrew Ianni, Chairman, Programming of ad:tech Expositions, will provide a broad overview of the state of digital media and advertising and will discuss the current and near-term environment for video, search, social and mobile media.  Plus, tactical recommendations on advertising best practices.
Andrew Ianni – Chairman, Programming, ad:tech Expositions

The Evolution of Magazine Ad Ratings
Accountability-focused advertisers are demanding better ROI metrics that measure actual reach rather than vehicle measurement.  The magazine industry is moving toward accurate ad ratings measurement as the preferred ROI measure in order to put print on an even footing with TV and the internet. View MRI’s AdMeasure, a newly-introduced magazine ad ratings tool.”
Mike Drankwalter – SVP/Media Sales, MRI

What Works? New Trends and the Latest Learning in Advertising Effectiveness
Drawing from over 250 CrossMedia™ studies conducted on different continents, this presentation will reveal practical advice, success factors, pitfalls and lessons learned in developing effective cross media campaigns.
William J. Havlena, Ph.D, – VP, Research Analytics, Dynamic Logic, a Millward Brown Company

Neuromarketing Research for Print and the Web: It's Not Just What They See, It's What Gets Through
Advances in eye tracking are generating excitement among advertising researchers, but measures of visual attention are just beginning to be understood. Dr. Siefert will discuss techniques for increasing the benefits of eye-tracking by augmenting it with biometric information to better understand how consumers cognitively process and emotionally react to visual information. 
Dr. Caleb Siefert – Senior Scientist, Innerscope Research

Why Digital WOM is not the “New Search”…Yet
True, consumers are emailing links, Tweeting, and interacting with social networks in unprecedented numbers. Plus, website traffic FROM SHARED LINKS is gaining GROUND on search. But WHERE ARE THE MARKETERS?

Paid search has grabbed 40% of the online ad market, but WOM remains chump change. With data and case studies from businesses as diverse as Microsoft, Alaska Airlines, Cisco, and Capcom's Resident Evil, Meteor Solutions CEO, Ben Straley, will show how to track Twitter, Facebook and other link sharing activity -- and how to apply the data to plan campaigns, build brands, and drive sales. This is a must-attend session for marketers, publishers and media planners.
Ben Straley – CEO, Meteor Solutions

6:00pm–7:00pm

RECEPTION – Sponsored by RENTRAK

Top »

Wednesday, June 24

Day 2: Reinventing Media Measurement

7:30am

REGISTRATION OPEN

8:00am–10:00am

Opening Session

8:00am–8:05am

Arbitron Welcome Remarks

8:05am–8:20am

Keynote: Beyond Advertising: Choosing a Strategic Path to the Digital Consumer

Saul Berman – Lead Partner, Strategy & Change Consulting IBM Institute for Business Value, IBM Global Business Services

The move towards consumer centric marketing requires granularity and integration. Industry challenges and barriers slow progress and some companies are falling behind consumer and advertiser expectations. Saul Berman will provide a strategic point of view on the need for smarter media metrics and measurement on an industry wide level.

8:20am–9:00am

Keynote: Crisis Measurement

The current economic crisis has rocked the media industry. But there is another looming crisis that, if not addressed now, could have a detrimental effect on the media business long after the current recession fades. It's the crisis in measurement.  You can't sell what you can't measure, and unfortunately our measurement systems are not keeping up with technology and consumer behavior. To quote Rahm Emanuel, ‘You never want a serious crisis to go to waste.’ We're at a defining time in our industry's history and we need to seize the opportunity to create new measures for a new media age. If we waste this opportunity, it's at our collective peril.”
Alan Wurtzel, President of Research and Media Development at NBC Universal.

Alan Wurtzel will expand on these comments from a recent Adweek article and discuss the critical situation of media measurement and the dire need for new metrics.

9:00am–10:00am

Set Top Box Initiatives

The industry has long sought competition in the TV measurement space. Today, a number of companies are working with set top box data to offer new alternatives.  How do these options differ and how can they be used?  Learn more about set-top box initiatives and participate in an open debate with those on all sides of the business including media owners, research companies and agencies.

PANELISTS:
Manish Bhatia – President, Advanced Digital Services, The Nielsen Company
Bruce Goerlich – Chief Researcher, Rentrak Corporation
Bill Harvey – Founder and President, TRA, Inc.
Todd Juenger – VP & GM, Audience Research & Measurement, TiVo, Inc.
David F. Poltrack – Chief Research Officer, CBS Corporation, and President, CBS Vision
Steve Simpson – Head, GroupM Business Science
George Shababb – President, TNS Media Research

MODERATOR: Helen Katz – SVP, Director of Research, Starcom MediaVest Group

10:00am–10:15am

NETWORKING BREAK

10:15am–11:15am

‘Traditional’ Media in a Digital Age: Open Road vs. Digital Gridlock?           

Radio, print and outdoor are the media most perceived to be ‘under threat’ in the 21st Century. Are these so-called ‘traditional’ media being left behind in the digital realm, despite their best efforts to adapt or are they already finding new business models?

This panel of media owners will examine “traditional” brands in new digital habitats. Separated from the original media environment, is the brand the only competitive advantage that remains? How can these brand assets be best tapped into and managed effectively? Panel members will share experiences and debate the obstacles they face. This will be a ‘sleeves rolled up’ working session, not a media owner beauty pageant.

PANELISTS:

Neil Eddleston – Managing Director, JCDecaux OneWorld
Betsy Frank – Chief Research & Insights Officer, Time, Inc.
Jeffrey Graham – Executive Director, Customer Insights, The New York Times
Jeff Haley – President and Chief Executive Officer, Radio Advertising Bureau (RAB)
Scott McDonald – SVP, Research, Conde Nast

MODERATOR: Richard Marks – Global Head, TNS Media Research

11:15am–12:15pm

“Non traditional” Measurement: Measuring Moments of Truth

How are marketers measuring audiences in the physical world – specifically in home, out of home, in store and sponsorship? What tools and models exist today and what can we expect in terms of new innovations? Leading agencies will review cases that have used measurement and research to create effective campaigns for marketers. The esteemed panel includes: agencies, research companies and associations who will tackle issues that are critical to non-traditional measurement today.

MODERATOR: Mike Hess – EVP, Research, Marketing Science and Consumer Insights, Carat

PANELISTS:
Suzanne Alecia – President, OVAB
Jeff Eccleston – Vice President, Group Director, Sponsorship Research International (SRi)
Chris Gagen – Senior Vice President & Managing Director, Posterscope USA
Joseph C. Philport – President & CEO, The Traffic Audit Bureau for Media Measurement

12:25pm–1:25pm

FOOD FOR THOUGHT LUNCHEON

Meet leading industry executives and discuss issues in today’s media measurement world.  Participation is optional and seating is based on advanced registration and availability.

Arbitron Luncheon Topics (2 Tables)
Radio in the digital world: Where radio fits in today's media plans. 
HOST: Bill Rose, SVP of Marketing, Arbitron Inc.

Out of home media: Who’s viewing? Who’s listening … And how do we put it all together?
Hosted by: Joan FitzGerald, VP of Multimedia Services, Arbitron Inc. 

comScore Luncheon Topics (4 Tables)
Are You Leaving ROI on the Table?
HOST: Gian Fulgoni – Chairman, comScore, Inc.

comScore’s Panel-Centric Hybrid Approach: Understanding the Next Generation of Digital Audience Measurement
HOST: Josh Chasin – Chief Research Officer, comScore, Inc.

Simplifying the Video Landscape
HOST: Tania Yuki – Director, comScore, Inc.

The Current State of Mobile Media and Census Level Metrics
HOST: Evan Neufeld – SVP, comScore, Inc.

Rentrak Luncheon Topics (2 Tables)
10 Things You Never Knew About STB Data
HOSTS:
Ken Papagan - President & Chief Strategic Officer, Rentrak Corporation
Dr. Michael Vinson - SVP, Analytics, Rentrak Corporation

The Untold Secrets of the Complete Universe of VOD Users,  The interaction of "push" and "pull" TV
HOSTS:
Carol Hinnant – SVP Business Development, Rentrak Corporation
Bruce Goerlich – Chief Researcher, Rentrak Corporation

MRI Luncheon Topic (1 Table)
The Advent of Magazine Ad Ratings 
HOST: Michal Galin, Ph.D. – SVP/Research, MRI

Millward Brown Luncheon Topic (1 Table)
Can’t We All Just Get Along? The Future of Social Media Measurement
HOST: Ali Rana – VP Digital Strategy, Dynamic Logic, Millward Brown

Innerscope Luncheon Topic (1 Table)
If It Feels Good Do It: Understanding the Links Between Biometrically Measured Emotional Response and Behavior
HOST: Dr. Carl Marci – CEO, Innerscope Research

Meteor Solutions (1 Table)
WOM ROI, Oxymoron??? How to Measure and Monetize Online Shared Links and Social Media
HOST: Ben Straley – CEO, Meteor Solutions

Advertising Research Foundation (1 Table)
Managing Online Data with Confidence – ARF Online Research Quality Study Findings
HOST: Dr. Ray Pettit – SVP, Research & Standards, The ARF

1:25pm–2:55pm

What we know about Advertising: Implications for Management and Measurement

What do we really know about advertising? What works and when doesn’t it work? How can we be sure? You can find some answers to these questions in a special issue of the Journal of Advertising Research, published in June 2009. Guest edited by Dr. Yoram Wind and Dr. Byron Sharp, the landmark issue will showcase 21 papers of proven knowledge about advertising. This session will provide a unique opportunity to interact with a number of the key researchers who assembled and analyzed multiple studies to establish what we know or don’t know, and the panel will discuss the implications of these empirical generalizations for management and advertising measurement. All AM 4.0 attendees will receive a copy of the special issue compliments of comScore.

MODERATOR:
Dr. Yoram (Jerry) Wind – The Lauder Professor, Director SEI Center for Advanced Studies in Management, The Wharton School

PRESENTERS:
Gian Fulgoni – Chairman, comScore, Inc.
Sebastien Lion – Corporate Marketing Science Officer, Mars, Inc.
Joel Rubinson – Chief Research Officer, The ARF
Dr. Byron Sharp – Director, Ehrenberg-Bass Institute, University of South Australia

1:25pm–2:55pm

KEY ISSUE FORUMS

Attend one of five concurrent tracks of Key Issue Forum research presentations, with three papers presented in each track, followed by Q&A. Also, the session, “What we know about Advertising: Implications for Management and Measurement,” runs concurrent with the Key Issue Forums.

1:25pm–2:55pm

KEY ISSUE FORUM TRACK #1
Accountability and Measuring ROI

MODERATOR: Giovanni Fabris – Principal/Consultant, Fabris Media Marketing Services

Measuring & Maximizing ROI by Deconstructing Household Causals
Learn how targeting U.S. “sales-responders” (i.e., heavy swing purchasers), has become the most reliable way to increase ROI.
Bill Harvey – Founder & President, TRA, Inc.
Laurent Larguinat – Catalyst Business Development Director, Mars, Inc.

The Role of Offline and Online Media in Driving Internet Search Behavior and Sales
Learn how Internet search behavior impacts traditional marketing mix models, causing them to understate both online and offline media effects.
Wes Nichols – CEO, MarketShare Partners
Angela Reynar – Advertiser Research Manager, Google, Inc

A New Accountability: Holding Targeters to Their Targets
Learn how a correctly measured ad network can increase the accountability of ads distributed through websites.
Jon Gibs – Vice President, Media Analytics, Nielsen Online

1:25pm–2:55pm

KEY ISSUE FORUM TRACK #2
The Value of Cross-Media, Engagement & Influencer Marketing

MODERATOR: Richard Marks – Global Head, TNS Media Research

Contemporary Cross-Media Marketing Measures - Engagement Technologies for a Changed Economy
Learn how a Wall Street Journal Office Network validity study for Blackberry predicts brand value, engagement and sales for cross-media planning.
Jim Harris – CEO, Wall Street Journal Office Network
Robert Passikoff – Founder & President, Brand Keys, Inc.

Engagement with In-Game Advertising
Find out how the effectiveness of in-game advertising can be measured using neuro-marketing research techniques.
Dan Berlin – Senior Research Associate, OTOinsights
Jeremi Karnell – President, One to One Interactive & Managing Director, OTOinsights

The Marketing Value of Influencers
Discover a new analytical framework for assessing influencer value of word of mouth and the role that media plays in activating influencers.
Ed Keller – CEO, Keller Fay Group
Gregg Liebman – Senior Vice President, CNN

1:25pm–2:55pm

KEY ISSUE FORUM TRACK #3
Lessons Learned: Innovation in Panel-Census Measurement

MODERATOR: Mainak Mazumdar – SVP, Measurement Science, Emerging Media, The Nielsen Company

Hybrid: Innovation in Panel and Census Integration
Nielsen unveils its latest innovation—commingling panel with census information, and provides best practices for integration.
Gilles Duterque – VP, Measurement Science, Nielsen Online, The Nielsen Company
Mainak Mazumdar – SVP, Measurement Science, Emerging Media, The Nielsen Company
Herbert Stackhouse – Research Manager, Nielsen Online, The Nielsen Company

How Online Advertising Works: Wither the Click, Part II
comScore will update results on the “view thru” impact of online advertising from the second wave of its industry-leading 2009 study.
Evan Neufeld – VP, Ad Effectiveness, comScore, Inc

Building the Panel-Centric Hybrid: Lessons from Canada
Learn how to integrate site-centric data with panel measurement to create next-generation Internet audience measurement.
Josh Chasin – Chief Research Officer, comScore, Inc.
Dr. Pasquale Pellegrini – Vice President, Research, comScore, Inc.

1:25pm–2:55pm

KEY ISSUE FORUM TRACK #4
Audience Fragmentation, Commercial Tune-Away & the Decay of Digital Advertising

MODERATOR: Greg Kahn – SVP, Strategic Insights, Optimedia International

Commercial Tune Away as a Function of Message Frequency: What Can We Learn About Wearout from the Set-Top-Box?
Learn how a recent TNS study used set top box and return path data to examine commercial tune out as a function of commercial mix and commercial frequency.
Anne Drake – V.P., Client & Advanced Services, TNS Media Research
George Shababb – President, TNS Media Research

The Decay of Digital Advertising
Discover how the branding impact of digital advertising is driven by frequency of exposure, and how the impact of digital advertising decays over time.
Mike Saxon – SVP, Brand & Communications, TNS

Size Does Matter. Measuring the Fragmenting Media Marketplace
Learn how to leverage the viewing patterns of millions to expand new business lines and increase revenue.
Cathy Hetzel – President, AMI Division, Rentrak Corporation
Caroline Horner – Dish Network, GM, Research and Viewer Measurement, Dish Network

1:25pm–2:55pm

KEY ISSUE FORUM TRACK #5
Cross-Media Measurement Breakthroughs

MODERATOR: Glenn Enoch – VP, Integrated Media Research, ESPN, Inc.

Fusing the Consumer to Cross Media
Get the first insights from Nielsen's fusion of TV, Internet and Mobile measurement with data from 25,000 MRI and 125,000 Nielsen Homescan consumers.
Glenn Enoch – VP, Integrated Media Research, ESPN, Inc.
Howard Shimmel – SVP, Media Product Leadership, The Nielsen Company

Will an IPA TouchPoints Initiative Work in the US?
Learn how “best practice” multiplatform measurement may emerge by combining the UK’s IPA TouchPoints experience with video consumer mapping observation research in the US.
Bill Moult – Founding Partner and CEO, Media Behavior Institute
Lynne Robinson – Research Director, IPA: Institute of Practitioners in Advertising (UK)

A Different Media Valuation Approach
Learn how BIGresearch used Simultaneous Media Usage data to implement a new media value allocation model—a critical ingredient in marketplace success.
Martin Block – Professor, Northwestern University

AFTERNOON SESSION

3:05pm–4:00pm

Advertising and Word of Mouth

There has been considerable discussion and debate in the past year about the role of social media as an advertising platform.  What is less discussed, but potentially more powerful for marketers is the role of advertising in sparking word of mouth.  One in five word of mouth conversations include active recommendations to buy or try brands.  This panel will discuss the implications of this phenomenon and suggest new and innovative ways for brands to tap into word of mouth beyond social media alone.

PANELISTS:
Colleen Fahey Rush – EVP, MTVN Strategic Insights and Research
Rob Master – Director of North American Media, Unilever
Shiv Singh – VP & Global Social Media Lead, Razorfish

MODERATOR: Ed Keller – CEO, Keller Fay Group

4:00pm–4:50pm

Innovation –New Tools for Media/Market Research           

As 2010 approaches, it’s time to look ahead and see what innovative tools are emerging. This session will highlight four areas that show particular promise: physiological vs. psychological measurement; clicks to bricks” analyses; harnessing insight via online communities and peer-to-peer video capture. These innovative tools use science to teach us about emotional connections. They also help us to better understand: if online campaigns lead to retail sales; if online communities have replaced ethnography as a means to develop rich insights about consumers; how companies learn from their most profitable consumers; and the implications of online becoming mainstream.

PANELISTS:
Matt Cutler – Vice President, Marketing & Analytics, Visible Measures Corp.
Michael Desmarais – VP, Strategic Insights and Research, VH1
Francine Faiella – Director, East Coast Digital Media, The Nielsen Company
Carl Marci – CEO, Innerscope Research
Kelli Nardis – Director, Yahoo! Consumer Direct, Yahoo!
Samantha Skey – General Manager, Passenger
Brett Wilson – CEO, TubeMogul, Inc.

CO-MODERATORS:
Greg Kahn – SVP, Strategic Insights, Optimedia International
Radha Subramanyam – Global Insight Strategy Leader, Yahoo!

4:50pm–5:00pm

CLOSING REMARKS

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Overview

Audience Measurement 5.0
Save the Date

June 15–16, 2010
Marriott Marquis Hotel
New York City

International Newsmedia Marketing Association Reports on AM 4.0

June 30, 2009
by David Hirschman

The Advertising Research Foundation (ARF) Audience Measurement 4.0 conference was devoted to helping members get a deeper understanding of how media audiences can be measured, how those measurements can be demonstrated and validated to advertisers, and how those measurements can be translated into increased return on investment for marketers. Speakers and panellists looked at some of the latest developments in audience measurement and talked about the growing importance of cross-media platforms and the standardisation of comparable metrics across multiple media....
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