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Monday | Tuesday

Monday, June 10

7:30am
Foyer, 6th Fl
Registration Opens
8:00 - 8:30am
Shubert, 6th Fl
comScore Breakfast Presentation

8:30 - 8:45am  
Broadway Ballroom,
6th Fl     

Opening Remarks
David Marans
Co-Chair
8:45 - 9:15am
Broadway Ballroom,
6th Fl     
Keynote  
Is Your Imagination Big Enough?
One of the most powerful women leaders in the marketing service business, Laura Desmond, is also one of the youngest CEOs as well. She commands a staff of over 7,300 employees, across 132 offices globally.  We eagerly await to hear Laura’s perspective on the key media /marketing /measurement issues of the day … and expect a call to action for those of us in the research community.
Laura Desmond – CEO, Starcom MediaVest Group
9:15 - 9:45am
Broadway Ballroom, 
6th Fl
Panel
Mobile Measurement Solutions
We are at an inflection point with mobile, the future of online. If mobile can provide metrics that we’ve never used before, how should we capture mobile’s unique dimensions in measurement? Hear from the leaders in this arena.
Moderator:
Jonathan Carson – Digital Executive & Entrepreneur
9:45 - 10:00am
Broadway Ballroom,
6th Fl                 
Presentation
Project Blueprint: A Path to a Multiplatform Solution
Last September, ESPN, Arbitron, and comScore announced an ambitious initiative to measure display, video and audio content across five platforms on a continuous basis. The goal was to build the first iteration of this national cross-platform measurement system by summer of 2013 - and they are currently on track to meet that goal. Hear a brief update on ESPN’s vision for a cross-platform solution, the status of the project and some early findings!
Artie Bulgrin – SVP, Research + Analytics, ESPN
10:00 - 10:15am        
Broadway Ballroom,
6th Fl     
Presentation  
Measuring Telco Offline ROI Through 600M Mobile Users
Learn how Facebook’s "big data" (census-level outcome measurement via their view of 600M mobile users & their devices) plus traditional marketing science techniques to link marketing exposure to the outcome metrics of interest to telco device manufactures & service providers.
Sean Bruich - Head of Measurement R&D and Partnerships, Facebook, Inc.
Ruth Kricheli – Head of Telco Measurement, Facebook, Inc.
10:15 - 10:45am    
Broadway Ballroom,
6th Fl     
Panel
Will Big Data Replace Research?
A team of data scientists, all engaged in the media and marketing business, will define what big data is and share examples of how it led to a major insight or solution. What effect will big data have on measurement? What will happen to the research function with the influx of data scientists?
Moderator:
Dave Morgan – CEO, Simulmedia, Inc.
10:45 - 11:05am           Morning Networking Break
11:05am - 12:45pm   
Shubert, 6th Fl
Majestic, 6th Fl
Empire, 7th Fl
Manhattan, 8th Fl
Key Issue Papers
12:50 - 2:00pm             
Broadway Ballroom,
6th Fl     
Lunch & Keynote  
Hear from one of the stalwarts in our industry about how research is monetizingcontent. What are the key drivers of business?
2:10 - 3:15pm              
Shubert, 6th Fl
Majestic, 6th Fl
Empire, 7th Fl
Manhattan, 8th Fl
Key Issue Papers
3:20 - 3:50pm                        
Shubert, 6th Fl
Majestic, 6th Fl
Empire, 7th Fl
Manhattan, 8th Fl
Concurrent Learning Sessions
3:50 - 4:10pm      
Foyer, 6th Fl
Afternoon Networking Break
4:15 - 5:00pm              Empire, 7th Fl
Manhattan, 8th Fl 
Concurrent Platinum Learning Sessions
5:00 - 5:15pm
Broadway Ballroom,
6th Fl           
Presentation
“Neuro 2”: New Insights For Predicting Advertising Success                    The ARF’s Neuro 1 project explored the value of the new Neuromarketing methods. This new project, “Neuro 2,” explores the added impact of these methods over traditional measures in predicting the effectiveness of TV commercials. Hear an overview of thefindings in this session.
Horst Stipp, PhD. – EVP, Global Business Strategy, ARF
Vinod Venkatraman – PhD.  Assoc. Dir., Center for Neural Decision Making, Temple University
Russ Winer, PhD. – Chair, Marketing Dept., NYU Stern
5:15 - 5:45pm
Broadway Ballroom,
6th Fl     
Panel
Marketers Talk Social Media
Social Media has moved from “nice to have” to “must have” status in the marketer’s toolbox. While the early euphoria (and panic) has morphed into a more nuanced view, allocating budget towards Social Media is still a process, and even a battle, in some cases.   This panel of esteemed marketers will share their point of views about how they are reallocating dollars from more established disciplines to Social Media and how measurement justifies the cause.
Andy Markowitz – Director, Global Digital Strategy, GE
Moderator:
Peter Orban – EVP, Online, Social and Mobile Media Marketing, ARF
5:45 - 6:00pm                    
Broadway Ballroom,
6th Fl     
Presentation (Paper #2)
Audience Level Social Media Best Practices                 
Learn how Bank of America was able to re-define their social media goals after analyzing social media engagement at an audience-level.
Daniel Goldstein – Analytics Manager, Hill Holiday
Charles Price – SVP, Bank of America
6:00 - 6:30pm
Majestic, 6th Fl
Shubert, 6th Fl
Gold Presentations
NCC
Rentrak
6:30 - 8:00pm
Marquis Ballroom
& Upper
Terrace, 9th Fl
Cocktail Reception

Tuesday, June 11

7:30am
Foyer, 6th Fl
Registration Begins
8:00 - 8:30am
Majestic, 6th Fl
Breakfast Presentation
Kantar
8:30 - 8:45am
Shubert, 6th Fl
Breakfast Presentation   
The ARF “Neuro 2” Project on Predicting Advertising Success  
In this session learn more details about how this major new ARF research project (introduced at AM 8.0 on June 10) was conducted and the new learning that will help marketers choose the best methods to test which commercial executions have the strongest in-market impact.
Horst Stipp, PhD. – EVP, Global Business Strategy, ARF
Russ Winer, PhD. – Chair, Marketing Dept., NYU Stern
8:30 - 8:45am         Broadway Ballroom,
6th Fl          
Welcome Remarks
David Marans – EVP, ARF
Sean Creamer - President and CEO, Arbitron Inc.
8:45 - 9:15am    
Broadway Ballroom,
6th Fl
Morning Keynote
What is Clear Channel’s mission and what role will it play in our media world?
Bob Pittman - CEO, Clear Channel Communications
9:15 - 9:45am
Broadway Ballroom, 
6th Fl
Panel
Non-Research Executives Share Research Needs
In this annual session, non-research executives consisting of media and channel planners as well as publishers talk about the research-centric challenges they face and where they would like the research community to concentrate its intellectual resources.
Moderator:
David Marans – EVP, Media, ARF
9:45 - 9:55am
Broadway Ballroom,  
6th Fl
One-on-One
Insight communities are no longer just a fast, cost-effective way to do research. The technology that powers these client-proprietary communities, or panels will soon provide a scalable, single-source platform to collect and integrate both passive media behavioral data with attitudinal and emotional data, to gain a complete understanding of the consumers’ journey.
Bruce Friend - President, Vision Critical
David Marans – EVP, ARF
9:55 - 10:10am          
Broadway Ballroom,   
6th Fl
Talking Social TV
Do social media drive television viewing behavior? Media companies, advertisers and agencies seek a deeper understanding of the relationship between social media and television viewing.  Are social media a real opportunity to deepen engagement with -- and drive buzz and trial for -- television programming and participating advertisers?    Attempts have been made to correlate viewing with social media activity -- but in-depth research providing an understanding of consumer behavior in this area has not been available.  This new research provides the basis for understanding both the behavior and underlying motivation for social media’s relationship with television; it also will benchmark the size and scope of social media relative to marketing, publicity and word of mouth.  
Beth Rockwood – EVP, Market Resources, Discovery Communications
Richard Zackon – Facilitator, Council for Research Excellence
10:10 - 10:25am      
Broadway Ballroom,
6th Fl

 

Presentation 
TV Property Effectiveness on Sales
In this session AT&T shares how it determines the ROI for each major component of its national TV buy: network, cable, and sponsorship.
Charlie Payne – Executive Director, Consumer Marketing ROI, AT&T Mobility
Greg Pharo – Director Marketing Science and Insights, AT&T
Damon Samuel – Lead Manager Marketing Science and Insights, AT&T
10:25 - 10:40am
Broadway Ballroom,
6th Fl

 

One-on-Two
Two Key Issues: Hispanic-Americans and Research Quality
After one 27 year career at Nielsen, Ceril Shagrin embarked on another at Univision, where she has long advocated for representative samples with the proper inclusion of Hispanics.  Elizabeth Ellers joined Univision in 2009 and is continuing those efforts. Expect a wide-ranging conversation, with special focus on two subjects:   the risk in generating national research without an accurate Hispanic sample and the vital importance of research quality and standards.
Elizabeth Ellers – EVP, Corporate Research, Univision
Ceril Shagrin – EVP, Audience Measurement Innovation, Univision
10:40 - 11:00am           
Foyer, 6th Fl
Morning Networking Break
11:05am - 12:10pm     
Shubert, 6th Fl
Majestic, 6th Fl
Empire, 7th Fl
Manhattan, 8th Fl
Key Issue Papers
12:15 - 12:45pm       
Shubert, 6th Fl
Majestic, 6th Fl
Empire, 7th Fl
Manhattan, 8th Fl
Concurrent Learning Sessions
12:50 - 2:00pm
Broadway Ballroom,    
6th Fl
Lunch & Keynote
Bonin Bough – VP, Global Media, Mondelez
Shiv Singh – Global Head of Digital, PepsiCo
Michael Donnelley- SVP, Global Head Digital Marketing, Mastercard
2:10 - 3:15pm              
Shubert, 6th Fl
Majestic, 6th Fl
Empire, 7th Fl
Manhattan, 8th Fl
Key Issue Papers   
3:15 - 3:30pm
Foyer, 6th Fl
Afternoon Break
3:30 - 4:00pm              
Broadway Ballroom,
6th Fl

 

Panel
Local Media Measurement Examined
According to industry sources, local media spending and investment was over $50 billion last year. The panel will delve into the priorities of the myriad constituencies that face both familiar and sometimes very different measurement issues. Experts from local TV, newspapers, radio and out-of-home will share their perspectives and offer challenges and solutions.
Moderator:
Stacey Lynn Schulman – Chief Research Officer, TVB
4:00 - 4:15pm
Broadway Ballroom,
6th Fl

 

Presentation
Impact of Multi-Screen Strategy Across the Purchase Funnel
Cross-platform impact has been the topic of many research studies but they have been seemingly focused in one of two distinct areas: (1) How consumers use media across screens and (2) How multi-screen advertising exposure affects upper-funnel brand metrics like brand awareness. Learn about Bravo Media’s “Total ROI”: a framework created to capture cross-platform usage and evaluate a marketer’s impact across the entire purchase funnel.
Eric Cavanaugh – VP, Bravo Program Research
Dave Kaplan – VP, Bravo Advertiser Research, NBCUniversal
4:15 - 4:45pm   Broadway Ballroom, 
6th Fl

 

Panel
The Effectiveness of Video on Native Advertising
The first mention was less than two years ago but there is already considerable interest swirling around Native Advertising. There's been no shortage of debate on whether "native" ads are just a fancy word for advertorial or whether it truly represents a new media category with a user-centered advertising experience design. While the theorizing about the value and effectiveness of native ads has been constant, the lack of data has held back the tangible progress on this conversation. Join us for a session with Sharethrough.com & Nielsen's VIzu where they present the results of a new research project examining and capturing the effectiveness of Native Ads for video advertising and provide their views on the future of the market. Sharethrough/Vizu/Forbes/Time Inc.
Moderator:
Peter Orban – EVP, Online, Social and Mobile Media Marketing, ARF
4:45 - 5:00pm
Broadway Ballroom,
6th Fl

 

Closing Remarks
David Marans – EVP, Media, ARF
Sean Creamer – President & CEO, Arbitron, Inc.

 

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