Audience Measurement Plus - Program
Participating Companies

ABC

AT&T

Chadwick Martin Bailey

comScore

DirecTV

Ehrenberg Bass

IDC Herzliya

MediaScience

Medill Integrated Marketing Communications

Northwestern

Say: Media

Tivo

Audience Measurement Plus - Program

September 21-22, 2011
Beginning at Noon EST via Webcast
*Register once, and "hop on, hop off" sessions as you choose*

Wednesday, September 21 | Thursday, September 22

PROGRAM

WEDNESDAY, SEPTEMBER 21, 2011

(All presentations 30 minutes plus 10 minutes Q & A)


12:00PM - 12:40PM

 

RPD In Latin America – The DIRECTV VDC Service

Presented by:
Dr. Luiz Duarte, Ph.D - DIRECTV Latin America

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In 1999, when nobody was looking, the Latin American division of DIRECTV began experimenting with return path data (RPD) to measure the audience for its hundreds of channels across the region. A decade later, the so-called Viewer Data Collection (VDC) project matured into a full service syndicated audience measurement operation, with clients like HBO and Starcom and announced plans to revolutionize the media landscape south of the border with the introduction of time-shifted ratings for its thousands of DVR subscribers.

In partnership with TechEdge, a leading European ratings service, a group of three partially dedicated DIRECTV staffers is managing to turn a small inside experiment into a real affordable alternative to the measurement of digital television. Through this webcast, we will show the history of this experiment and discuss the impact that RPD technology is likely to have in the Latin American market, where broadcasting is still the undisputed king of the media.

12:40PM - 1:20PM

 

Matchmaker, Matchmaker, Make Me a Match: A Typology of Congruent TV Advertising

Presented by:
Dr. Svetlana Bogomolova, B.A., M.B., Ph.D. - Senior Researcher, Ehrenberg-Bass Institute for Marketing Science

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Within the advertising landscape, the tactic of "contextual advertising" is increasing. However, with past studies providing inconclusive results, can we really be sure that this tactic is effective? Without a clear framework to measure what "congruent" advertising actually is, we may never be able to accurately answer this question. We've developed a typology of the elements that can create the effect of TV advertisement-program congruity, which we will explore throughout this webcast.

1:20PM - 2:00PM

 

Lessons Learned: Maximizing Returns with Your Digital Marketing Investments

Presented by:
Gian Fulgoni- Executive Chairman & Co-Founder, comScore, Inc.

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Advertising has evolved tremendously with the advent of new digital technologies, but its goal today is much the same as it has always been—to elicit feelings, emotions, perceptions and actions that ultimately build brand loyalty and increase sales. It is essential that marketers find ways to do this in the most efficient manner while being able to quantify a return on marketing investment. As digital advertising continues to grow both in importance and sophistication, so does the need for guiding principles about how to get the most out of this medium.

Today, marketers have an advantage that was not available to pioneering digital marketers: a history of digital marketing to reveal best practices and strategies for digital media plans. During this session, comScore Co-founder and Executive Chairman Gian Fulgoni will discuss key lessons learned as they relate to digital advertising based on an array of comScore studies conducted on behalf of some of the world's biggest brands. He'll also address the current state of the digital advertising industry, helping to guide marketers and their agencies down a path toward more effective planning, stronger evaluation and overall improved results.

2:00PM - 2:40PM

 

Turn On, Tune Away, but Come Back: Usage-based Analysis of Ad Avoidance and Program Engagement

Presented by:
DeDe Paul – Lead Member Technical Staff, AT&T Labs

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An analysis of consumer channel tune behavior to determine best predictors of future program engagement yielded a surprising result: STBs that demonstrate the most tuneaway are also most likely to demonstrate future program loyalty. We evaluated this hypothesis across multiple programs and genres.

2:40PM - 3:20PM

 

Due Diligence: Measuring Target Audience Engagement & Maximizing the Return on Your Social Media Investments

Presented by:
Chris Neal – VP, Technology and Telecom Practice, Chadwick Martin Bailey

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There's no question that social media has captured the imaginations—and increasingly, the budgets—of marketers across industries and categories. In the minds of many, social media is a new "silver bullet" for engaging and influencing consumers. This is reflected in the growing resources (people, time and budget) that brands of all kinds are investing in social media.

However, in some cases the urgency to get involved can overwhelm the best decision-making about how to do it. John Wanamaker's adage about advertising dollars applies to social media, too. However, the good news is that there are tools to figure out which half will go to waste on social media efforts before you actually spend budget and realign your marketing team to take on these initiatives. This due diligence can have a huge impact on the ROI of your social media investments.

This presentation will illustrate how to quantify the role of social media in your company's business; the size of the investment you should make; and how to prioritize the social media outlets—and your content strategies for these outlets—that will have the biggest impact on your specific target audience (vs. those you can afford to ignore).


PROGRAM

THURSDAY, SEPTEMBER 22, 2011

(All presentations 30 minutes plus 10 minutes Q & A)
12:00PM - 12:40PM

 

Promo Conversion: The Tune in Test

Presented by:
Alex Petrilli, Jr. – Senior Manager, Audience Research, TiVo

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The life span of a network promo is short and not all that sweet. It is tasked with the daunting job of encouraging viewers to watch a program they have never heard of, with actors they have never seen, on a night and time they normally watch Grey's Anatomy, all in thirty seconds or less. It is a thankless job, where the only results appear to be failure. If the new program is a success, the producers receive the accolades, if it fails, the promotional effort was misguided.

Utilizing second-by-second data, we evaluate a network promo's ability to translate promo watchers into program viewers. TiVo will analyze the promotional performance of three network efforts:

  1. New series launch
  2. Returning series
  3. Network special event

Through our Power||Watch panel, TiVo will reveal a direct link between the viewership of the promo and the program, in total and segmented by network and daypart. We will also incorporate targeted reach and GRPs to further evaluate performance. "Promo Conversion: The Tune in Test," gets to the heart of a promo spot's main goal – linking promo viewership to the actual program it is promoting.

12:40PM - 1:20PM

 

A New Media Tool for the Hispanic Market

Presented by:
Don E. Schultz, Professor (Emeritus-in-Service) - Integrated Marketing Communications, Northwestern University

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As a marketing segment, the U.S. Hispanic market has historically been defined on the basis of a limited number of very broad options. The growth of one of these market segments, what we term the "Tecofilos" market, should be of major interest to many marketing organizations. �?��?�Young, more affluent, heavy new media users, the Tecofilos are beginning to dominate the Hispanic purchase patterns in many product categories, yet do not fit the traditional Hispanic media segmentation methodologies presently in place.

Using data between the years of 2006 and 2010, collected online twice-yearly through the SIMM (Simultaneous Media Usage Studies) by BIGresearch, we have developed a new media planning tool based on an analysis of how this new Hispanic consumer market has developed. Connecting the Tecofilos market to the 31 media forms found in the SIMM data, this webcast demonstrates what we call the "Hola-Tecnofilos" media planning tool.

1:20PM - 2:00PM

 

Understanding Today's Media Consumer: Learn How "Off the Grid" Consumers are Slipping Past Advertisers, and What Advertising Can Do To Reach Them

Presented by:
Lesle Litton – Vice President, Media Vertical, comScore

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Jordan Shlachter – Director of Market Research, SAY: Media
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SAY Media, in partnership with comScore, TRU, and IPG, conducted a study to better understand consumers’ media consumption habits and their implications on advertising effectiveness.

Consumers who have shifted the majority of their video viewing to non-live video content make up a significant portion of the adult, online population in the United States. This desirable group is spending more time online and when it comes to entertainment, video is the clear choice. However, they also expect to consume content on their own schedule and to have the option of skipping commercials when they choose.

As a result, online consumers are increasingly more difficult to reach through live television.

  • These Off the Grid consumers represent nearly one third of the adult, online population in the United States – nearly 56 million people and growing.
  • They are driven by the desire to make their media consumption more efficient through choice and control – it is no longer the question of “what’s on” but “what’s available”.
  • When possible, they will avoid intrusive ads unless the effort required to bypass the ads exceeds the inconvenience that the ad causes.
  • They are educated, digitally focused, connected, engaged and influential.

Key Takeaways for Audience:

  • Understand the Off The Grid audience, who they are and how they consume media
  • Learn how the Off The Grid consumer perceives traditional advertising
  • Engage with Off The Grid consumers through best practices and new marketing implementations
2:00PM-2:40PM

 

An Unbelievably Satisfying Analysis of Cross-Media Marketing Efforts

Presented by:
Dr. Amy Rask – Lab Director, Disney Media & Advertising Lab

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Justin Fromm – Director, Sales & Strategy Research, ABC Television
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Media companies have long worked with their advertiser clients to create marketing programs that help advertisers deliver their messaging to consumers in creative and effective ways. In such an effort, the ABC Television Network worked with Diet Dr Pepper to surround viewers of the ABC program "Cougar Town" with their "Unbelievably Satisfying" message across multiple touchpoints and across media.

In this webcast, we will take you through the results of a tightly-controlled experiment that explored the effectiveness of this multi-pronged brand integration program across ABC network and ABC.com.

2:40PM - 3:20PM

 

Online Viewership: Usage Patterns and Monetization – Israel Case Study

Presented by:
Dr. Oren Zuckerman - Founder, Media Innovation Lab at IDC Herzliya's School of Communications

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Dr. Gali Einav - Digital Media Expert, Media Innovation Lab, IDC Herzelia
View bio »
Ayelet Gal-Oz - Research Manager, Media Innovation Lab, IDC Herzelia
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Online communities often display a "participation inequality" – most members remain passive, some demonstrate low levels of participation, and only a few actively participate. This inequality has been explained through the theory of "uses and gratifications", which suggests that people use the media to fulfill specific gratifications, and different levels of media use are associated with different motivations.

This research set out to do the following:

  • Explore whether a similar inequality exists with regards to online video viewing – a rapidly growing field in recent years.
  • Analyze the relationship between online video consumption, participation levels and willingness to pay for online content.
  • Attempt to establish a marketing and monetization model, in which heavy users with higher levels of online participation will be utilized to promote and market video content for a TV Network.


Program as of September 9, 2011

View the Recorded Event here!

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