Audience Measurement Plus 2012 - Program

2012 Audience Measurement Plus Virtual Conference - Program

June 27–28, 2012

Beginning at Noon EST via webcast
*Register once; hop on and hop off sessions as you choose*

Wednesday, June 27 | Thursday, June 28


All presentations are 25 minutes, plus five minutes for Q&A.

Wednesday, June 27, 2012

Measurement of Return of Marketing Investment

Presented by:
Pinaki Dasgupta – Associate Professor, Indian Institute of Foreign Trade
Dr. Biswajit Nag – Associate Professor, Indian Institute of Foreign Trade

Return of marketing investment (ROMI) is one the most important concerns faced by today’s managers. It has always been a goal to maximize the profit from the investment of different resources. So, every investment should be made on the proper project, at the proper time, and through the proper channel. Thus, it is also very important to calculate or measure every return from the expenditure. But the task of measuring the marketing return or marketing effectiveness of an investment is very difficult and complex. This complexity increases when it is a case to measure intangible returns. ROMI literature deals with short run and long run effects separately. Short run effects are mostly on sales and long run effects are non-financial, especially on brand image. During this presentation Dr. Nag will discuss his study, which integrated the short run and long run effects to provide an overall index. He will also analyze the ROMI in the medium run.

Real-time TV Conversion Tracking

Presented by:
Brendan Kitts – Chief Scientist, PrecisionDemand

Real-time conversion tracking is the holy grail of TV advertisers. Learn how to use thousands of tiny areas—created as “mirrors” of a national campaign and run parallel with it—available via commercial cable and satellite systems to create low-cost tracking cells. Attendees will find out how Set Top Box data can be used to track household level TV ROI using strong privacy enforcing methods. If there are enough properly controlled areas it is possible to calculate national effects due to TV using statistical methods. This session will show the performance of this method on a large-scale TV advertising campaign that ran from December 12, 2011, to January 1, 2012.

Satellite Intelligence and Biomimicry

Presented by:
Alex Terrazas – SVP, Advanced Research and Development, Measurement Science, Nielsen
David Miller – Senior Vice President, MSci Centers of Innovation, Nielsen

Commercially available satellite imaging offers a previously unexploited opportunity to enumerate stores and estimate commercial activities in rapidly growing markets like Brazil, India, China, and Africa. This presentation will share Nielsen's current approach to using satellite imagery data for retail estimation. In addition attendees will hear about a new approach that combines the latest satellite imagery and computer vision technologies with the ancient search behaviors exhibited by animals looking for food. Stores are selected for sampling in an analogous fashion to the way animals select patches and different prey. Within-store multiple product sampling is also handled in similar fashion, in which certain prey within the store are bypassed in lieu of higher value targets.

Among other capabilities, the satellite intelligence optimal foraging approach allows: (a) the design of optimal trajectories (routes) through the physical space of high and low probability zones, (b) estimation of commercial activity and market channel typology in areas that cannot be sampled directly, and (c) the identification of borders between different types of commercial/non-commercial buildings and farm and natural areas where new development is likely to occur.

Women and Social Media Trends

Presented by:
Susan Getgood – VP, Sales Marketing, BlogHer
Jane Collins – Director of Market Research, BlogHer

For the past five consecutive years, BlogHer has conducted an in-depth study providing the definitive view on how women are using blogs, social networks and online technology. This year’s study compares usage of traditional media (television/print) to online formats both established and emerging. This session will reveal findings from the study and identify trends that provide additional insight into women’s behavior online. Does frequency of usage necessarily align with level of influence? How do women allocate their time and trust amongst ever-increasing numbers of media platforms and information sources?  Which tools and sites generate the most passion and engagement?  How do different forms of marketing content and endorsements effect purchasing behavior in the social media environment?

Can You Capture the Social Media Fly?

Presented by:
Linda McIsaac, Ph.D. – President, Xyte, Inc.
Danny Flamberg, Ph.D. – Managing Director, Digital Strategy and CRM, Kaplan Thaler Group

Parallel studies by Xyte, Inc. and Kaplan Thaler Group have identified and categorized the segment of heaviest social media users, the “social media flies,” via a unique, proprietary segmentation method. This method explains who engages in different kinds of social media and why. As advertisers hurtle headlong into the social media arena, urgency grows to know how to measure engagement of social media users for effective social media campaigns. This session will present findings from the studies and provide marketers with better insights into their populations to make better use of social media and recommendations for future improvements.

The Perfect Mom Paradox

Presented by:
Katherine Wintsch – Founder, The Mom Complex
Liz Ausman – SVP, Media Director, The Martin Agency

In the United States, three out of four moms say advertisers and their agencies have no idea what it’s like to be a mother and four out of five say advertising doesn’t accurately depict their lives.  How can an industry be so wrong? Moms tend to posture in standard research because they want to look like good moms . . . especially in front of other moms. This presentation will provide several case study examples of how new and different research methods are helping marketers get real about moms.

Thursday, June 28, 2012

Are Buyergraphics Predictable?

Presented by:
Leslie Wood – Chief Research Officer, Nielsen Catalina Solutions

Today’s marketers operate under pressure to get the most out of the millions they spend on advertising and want greater accountability and performance for their investment. The value of decision support metrics rests on the ability to provide insights to improve future performance—the cornerstone of which is predictability. This session will share the levels of predictability in a TV audience’s index for a variety of brands and category purchases. Attendees will also learn about the benefits of using Predictive Indexes for market researchers as well as brand and media professionals. Predictive Indexes estimate the audience index for buyers for the next measurement period and capitalize on vast resources of data, metrics, and expertise. Finally, this session will share the levels of predictability available as compared to the demographics that are commonly used by marketers for a wide variety of brands and categories. 

Radio in Marketing Mix Models

Presented by:
Bill Rose – Senior Vice President, Marketing, Arbitron Inc.
Jim Spaeth – Partner, Sequent Partners; Co-founder and CEO, Media Behavior Institute

For the past two years, radio industry leaders have explored the unwieldy and complex topic of developing new radio data for marketing mix models. Upgraded, more granular radio data, which is more appropriate for the models, was developed and field tested against previous radio data in three actual marketing mix models. This presentation will share best practices for improving radio data and its impact on model quality and radio ROI. 

Optimized TV Media Planning in the DVR World

Presented by:
Leigh Brann – Director, Product Management and Analytics, TiVo Inc.
Aruna Buddana – Senior Statistical Analyst, TiVo Inc.

DVRs are expected to be in 47% of U.S. homes by the end of 2012. At that level of market penetration, even the most conservative estimates of DVR usage show that delayed viewing of linear TV content is too large of an issue to ignore. Advertisers and media planners must learn to make their TV media buys DVR friendly. In order to minimize cost and maximize efficiency with regard to their campaign goals, a changed perspective of media planning that incorporates the optimization of available DVR friendly metrics is necessary.
This presentation will demonstrate a new method for calculating the total unduplicated reach and commercial retention across different advertising schedules based on longitudinal viewership of target households. Attendees will learn about intelligent, money-saving choices based on new DVR-based metrics from TiVo's Power||Watch ratings service, which includes data from over 43,000 opt-in homes across the U.S.

How Advertising Works in Out-of-Home Settings

Presented by:
Jay Leon – VP, Turner Sports Ad Sales Research, Turner Broadcasting Inc.
Brad Fay – COO, Keller Fay Group; Co-author, The Face-to-Face Book
Chris Peck – Senior National Account Manager, Cross-Platform Services, Arbitron Inc.

Digital and mobile platforms are rapidly increasing opportunities for television audiences to consume video content away from home—while traveling, in public places, at work, at school, etc.  Increasing viewing options presents several practical difficulties for media companies and advertisers alike, particularly the measurement of audience size and value, and the capturing of cable television revenue. This presentation will reveal new insights about the size and advertising value of out-of-home audiences by bringing together the results of two very different research methodologies—from Arbitron and Keller Fay Group—and three different television viewing events—including the 2011 NBA Eastern Conference Finals, Major League Baseball playoffs and the 2012 NCAA basketball tournament.

Demystifying Cross-Platform Advertising

Presented by:
David Wong – VP, Product Leadership, Nielsen

Nielsen will take the mystery out of accurately measuring cross-platform ad campaigns by presenting case studies and general findings from leading advertisers and publishers from a three-month pilot of its new Campaign Ratings product, which measures unduplicated reach and frequency for television and online campaigns.




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