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LUNCH & KEYNOTE PRESENTATION

12:30 – 1:45pm
Broadway Ballroom, 6th Floor
Lunch & Learn The Relationship Era
Today’s brands face an apparent choice between two evils: Continue betting on their increasingly ineffective advertising or put blind faith in the supposedly mystical power of social media, where “likes” stand in for transactions and a mass audience is maddeningly elusive. But that's not the choice at all. Bob Garfield, well known ad critic and co-host of NPR's On The Media, will discuss the “Relationship Era,” where the only path for
businesses seeking long-term success is to create authentic customer relationships.
 
Bob Garfield – Columnist, MediaPost; Co-Host, NPR’s On The
Media; Author of Can’t Buy Me Like

EXPERIENTIAL LEARNING

Experiential Learning: From The Frontline, Hear Stories Told and Lessons Learned From Industry Leaders
1:50 – 2:20pm
Shubert, 6th Floor
The Colors of Our Digital Lives
Can we predict someone's psychographic profile by looking at his digital footprint? And can we in this way improve online ad effectiveness?

Piet Hein van Dam, Ph.D. – CEO, Wakoopa
Majestic, 6th Floor Marketing Through Fans. Measuring Brand Activation Health
After the acquisition of over 10 million Facebook fans in 2011-2012, Smirnoff wanted to measure the health of its activation beyond quantity and understand the value of this fan base.
Giulia Gasperi - Research Manager, InSites Consulting

Oscar Martinez – Global Director Consumer Planning Smirnoff, Diageo
Empire, 7th Floor World’s 1st Insights Into the Sustained Effects of Social TV
Social-media multi-screening increases engagement with TV content, both during and for a sustained period after using the 2nd screen.

James Hier – Chief Strategy Officer, MEC Australia
Emelia Millward – Network Director of Research, Seven Network Australia
Peter Pynta – Marketing Director, Neuro Insight Inc.
Manhattan, 8th Floor Great Storytelling on TV Has A Longer Shelf Life Than 3 Days
The long tail of viewing has gotten larger and more important to understand with two of the biggest buckets on the TV in DVR and VOD viewing beyond C3.

Lisa Heimann – VP, Multiplatform Research, ABC
Dounia Turrill – SVP Client Insights, Nielsen
2:25 – 2:55pm
Shubert, 6th Floor

 

Brave New Digital World: Surviving a Multi-Platform Shift
This session will provide an overview of the current state of the measurement landscape, highlighting best practices for the future.

Andrew Lipsman – VP, Industry Analysis, comScore, Inc.
Majestic, 6th Floor Online vs. Mobile Mode Comparison
Retrospective or “In-the-Moment” Insights. Understanding the extent of differences and its impact.

Paul Lavrakas – Methodological Research Consultant
Justin Wheeler – VP, Product Innovation & Business Development, uSamp
Empire, 7th Floor The Eye and Ear's Role in Successful TV Campaigns
Consumers reveal how they truly connect brands to their TV campaigns.

Bob McCurdy – President, Katz Marketing Solutions

Manhattan, 8th Floor Viewing the Viewer Videography of Multicultural Millennials
Viewing the Viewer, an ethnographic videography about how the media industry’s hottest topics play out among multiplatform, multicultural millennials.

Paul Hockenbury – Executive Director of Research & Analysis, Comcast
Adriana Waterston – SVP, Marketing & Business Development, Horowitz Associates, Inc.

CONCURRENT SESSIONS

Game Changing Industry and Branding Solutions With Real World Examples
3:00 – 3:30pm
Empire, 7th Floor
Panel Native Advertising: A New Media Category or Just A New Buzzword?
“Native Advertising” has been described as both a new word for the time-tested advertorial and a breakthrough for user-centered advertising design. The term was first introduced less than 24 months ago and immediately incited passionate opinion and debate around its definition, the medium's true effectiveness and impact. Now it is time for facts:  leaders in this space share results of their new research projects comparing the effectiveness of Native Ads to traditional online and provide their views on the challenges and opportunities.

Patrick Keane – President, Sharethrough
Chris Louie - VP, Ad Effectiveness Product Marketing, Nielsen
Kara Mannatt – VP, Consumer Research Strategy, IPG
Moderator:
Peter Orban – EVP, Online, Social and Mobile Media Marketing, ARF
Shubert, 6th Floor Conversation The Birth of Client Proprietary Cross-Platform Media Measurement
Vision Critical and Symphony Advanced Media are working together to build leading companies affordable, proprietary cross-platform media measurement communities among their core consumer bases.  These “Audience Insight Communities” give these companies the ability to understand both the detailed passive media behavior, as well as the attitudes, emotions and needs states that drive this behavior, of their core consumers. The data can then be tied directly to a company’s transactional and CRM databases to provide an empirical, holistic view of their consumer’s complete path to purchase.  

Charles Buchwalter – CEO & President, Symphony Advanced Media
Bruce Friend – President, Vision Critical
Majestic, 6th Floor Comcast Sponsored  Session Leveraging Data to Improve Campaign Design and Measurement
Comcast Media 360 and SMG will share best practices on leveraging data to improve ROI in cross-media campaigns including automotive, CPG, retail, financial services and more.

Helen Katz – SVP, Research Director, Starcom Mediavest Group
Jon Sayer – VP, Comcast Media 360

CLOSING BALLROOM SESSIONS

Summing it Up: Going Local and Roundtable Discussions
3:35 – 4:05pm
Broadway Ballroom, 6th Floor
Panel Social, Mobile, and Cross-Platform in 230 Markets
According to industry sources, local media spending and investment was over $50 billion last year. This panel delves into the priorities of myriad constituencies that face both familiar and sometimes very different measurement issues. Experts from local TV, newspapers, radio and out-of-home share their perspectives, offer challenges as well as solutions.

Billy McDowell – VP, Research, Raycom Media
Brian McElroy – SVP, Research Director, Katz Marketing Solutions
Maribeth Papuga – EVP, Direct Local Activation, MediaVest
Moderator:
Stacey Lynn Schulman – Chief Research Officer, TVB

4:05 – 4:30pm
Broadway Ballroom, 6th Floor
Around the Room in 25 Minutes Research Unplugged
Gain key takeaways you can immediately implement back at your desk in this fast-paced moderated townhall discussion with fellow attendees.
4:30pm
Broadway Ballroom, 6th Floor
Commitments and Closing  Remarks Gayle Fuguitt – CEO & President, ARF