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ARF Annual Conference
Program
Monday, March 20, 2017

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DISCOVER – Unearth the “Aha” Insight

Introductions by Jed Meyer – EVP, Corporate Research, Univision Communications, Inc.; Chair of the Board, The ARF

8:15 – 8:45am

Industry Spotlight Breakfast Session
A New Model for Cross-Platform Measurement

Explore the future of cross-platform audience and advertising measurement and see a unique approach to this industry challenge.
Gian Fulgoni – Co-Founder & CEO, comScore, Inc.
Fulgoni

9:00 – 9:15am

Welcome Day 1

Scott McDonald, Ph.D. – President & CEO, The ARF
McDonald

9:15 – 9:45am

KEYNOTE
Winning in a Dynamic Marketplace

How brave brands and agencies are changing everything — from insights to operating models — to succeed in an always-on, real-time reality.

Wendy Clark – CEO, DDB North America

9:45 – 10:15am

Spotlight Session
Insights from the CBS Campaign Performance Audit (CPA) Program

Summary of findings from three years of research by the CBS Campaign Performance Audit (CPA) Program, including new findings on the relative contribution of each of the five CPA elements in creating an effective TV advertising campaign.
*Session includes an interactive expert panel discussion
*BONUS*: New Insights from TV City on the Aging Millennial Viewer
David Poltrack – CRO, CBS Corporation; President, CBS VISION; Board Member, The ARF
Leslie Wood, Ph.D. – CRO, Nielsen Catalina Solutions
Helen Katz – SVP, Director, Global Analytics & Insights, Publicis Media
Amaya Garbayo – Associate Director, Media, Kellogg Company
Carl Marci, M.D. – Chief Neuroscientist, Nielsen Consumer Neuroscience

10:15 – 10:30am

ARF Original Research: How Advertising Works 2016-2017
Optimizing Mobile Research: Speaking the Consumer’s Language

Designing surveys to take advantage of the unique ways in which consumers communicate on mobile devices.
Chris Bacon – EVP Global Research Quality & Innovation, The ARF

10:30 – 10:45am

Creating Effective Mobile Advertising – Part I

The most impactful ways to create valuable mobile advertising that doesn’t disrupt the consumer experience.
Manuel Garcia-Garcia, Ph.D. – SVP, Research & Innovation: Global & Ad Effectiveness, The ARF

10:45 – 11:15am

Networking Break

11:20am – 12:30pm

Industry Deep Dive Sessions

Winning papers and presentations around the continuous cycle of creative. Dive deeper in optimizing mobile survey design – how emojis and visual tools help make mobile surveys thumb-friendly.

11:20 – 11:50am

INSIGHT: Crack the Code on Consumers

ARF Original Research Deep Dive
Optimizing Mobile Research: Speaking the Consumer’s Language.

Dive deeper in optimizing mobile survey design – how emojis and visual tools help make mobile surveys thumb-friendly.

Chris Bacon – EVP, Global Research Quality & Innovation, The ARF
Frances Barlas – VP, Research Methods, GfK Custom Research NA
Ryan Baum – Senior Research Strategist, FocusVision
Zoe Dowling, Ph.D. – Lead Research Strategist, FocusVision
Randall K. Thomas – SVP, Research Methods, GfK Custom Research NA
Barlas

IDEA: Translate Insights Into Creative

Throw Out Your Checklists

Why the secret to great creative is easier and harder than you think.
Laura Mahoney – Global Media Insights, Unilever

IMPLEMENT: Make Magic in the Media

How’s Your Judgement?

Marketers are not good at picking sales winning advertisements.
Nicole Hartnett – Senior Research Associate, Ehrenberg-Bass Institute
Rachel Kennedy, Ph.D. – Associate Professor, Ehrenberg-Bass Institute

IMPACT: Measure for Success

Synergy Between Paid and Digital Owned Media

How media investment in paid and owned media affect brand sales.
Martin Block, Ph.D., Professor, Northwestern University
Robert Jayson – Global Lead, Publicis Media

INGENUITY: Disrupt Your World

Why People Use and Engage with Digital Content Globally

Tailoring content marketing to the motives that drive consumer engagement.
Erica Carranza, Ph.D. – VP, Consumer Psychology, Chadwick, Martin, Bailey
Vicki Draper – Director, Consumer Analytics & Research, AOL, Inc.
Niels Schillewaert, Ph.D. – Co-Founder & Managing Partner, InSites Consulting

 

12:00 – 12:30pm

INSIGHT: Crack the Code on Consumers

A Collaboration to Creative

This approach offers CMOs the decision-making precision that accounting has long offered CFOs.
Timothy O’Brien – VP Consulting, Principal Forethought
Ken Roberts – President, Forethought
Elizabeth Windram – Director, Brand & Advertising, JetBlue

IDEA: Translate Insights Into Creative

DriVRs of Emotion

Understand non-conscious responses in new media environments.
Devin Fallon – Director, Media Insights & Analytics, YuMe
Brendan Murray, Ph.D. – Director Consumer Neuroscience, Nielsen

IMPLEMENT: Make Magic in the Media

Frito-Lay’s Path to Mobile Creative Success

Getting creative right on mobile.
Shawn Baron – Global Measurement Lead, Facebook, Inc.
Atin Kulkarni – Senior Director, Portfolio Strategy & Analytics, Frito-Lay, Inc.

IMPACT: Measure for Success

The Power of Cross-Platform Pairing: Digital + Direct Mail, A Neuro Study

Direct Mail enhances digital effectiveness.
Elissa Moses – CEO, Neuro & Behavioral Sciences, Ipsos

INGENUITY: Disrupt Your World

Time to Change! From Tracking to Brand Guidance Systems

Anheuser Busch InBev optimizes in-market measurement.
Jodi Harris – VP, Consumer Strategy & Insights, Anheuser-Busch InBev
David Hluska – SVP, Kantar Millward Brown
William Pink – Managing Partner, Kantar Millward Brown

12:30 – 1:40pm

Networking Lunch +
#SeeHer Marketers Roundtable

Industry leaders share insights about new Gender Equality Measure (GEM) scores for #SeeHer, an industry movement led by the Association of National Advertisers (ANA), to increase the accurate portrayal of women and girls in media.
Douwe Bergsma – CMO, Georgia Pacific
Fiona Carter – Chief Brand Officer, AT&T
Bob Liodice – President & CEO, ANA
Moderator: Shelley Zalis – CEO, The Female Quotient; Co-Founder, #SeeHer
 
 Liodice

1:50 – 2:20pm

Industry Spotlight Sessions

Impact of Context on Video Engagement
Learn which characteristics of online platforms generate the most attention and impact from their video ads.
Vanessa Singh, Ph.D. – Manager, Client Service, Neuroscientist, Nielsen
Singh

The Gen Z Challenge
See highlights from the new global study AdReaction: Engaging Gen X, Y and Z and a panel discussion with both buy- and sell-side perspectives on the intriguing Generation Z.
Marian Gyarmathy – Director, Market Research, Microsoft
Hilary Kolman – Senior Partner, Senior Director, Analytics & Insights, MEC
Joline McGoldrick – VP, Insights & Product Marketing, Kantar Millward Brown
Bobby Lacivita – Senior Director, Research, GroupNine Media
Gyarmathy Kolman

2:30 – 3:40pm

Industry Deep Dive Sessions

Winning papers and presentations around the continuous cycle of creative.

2:30 – 3:00pm

INSIGHT: Crack the Code on Consumers

Modeling Marketing Drivers in the Network Space

Measuring multiple factors simultaneously to provide better insights than survey-based approaches.
Eric Blankfein – EVP, Chief of WHERE Group, Horizon Media
Gary Engel – VP, Marketing Analytics, A&E
Joy Joseph – Principal Ad Practice IRI Strategic Analytics, IRI
blankfein engel

IDEA: Translate Insights Into Creative

TV Ads and Search Spikes

Informative ads reduce search spikes for mature brands.
Kenneth Wilbur, Ph.D. – Associate Professor, Rady School of Management, Univ. California, San Diego

IMPLEMENT: Make Magic in the Media

Unlocking Great Creative in China

A test of neuro measures across cultures.
Magda Nenycz-Thiel, Ph.D. – Mars Professor of Marketing Senior Research Associate, Ehrenberg Bass Institute
Rachel Kennedy, Ph.D. – Associate Professor, Ehrenberg-Bass Institute
Duane Varan, Ph.D. – CEO, MediaScience

IMPACT: Measure for Success

Where ROI Rules – Content is King

The value of advertising context, now quantified in ROI terms.
David Poltrack – CRO, CBS Corporation; President, CBS VISION; Board Member, The ARF
Leslie Wood, Ph.D. – CRO, Nielsen Catalina Solutions

INGENUITY: Disrupt Your World

This is Not Your Father’s Advertorial

Clarifying the notion of “branded content.”
Susan Getgood – SVP, Strategic Planning & Insights,, SheKnows Media
Kunal Gupta – Founder & CEO, Polar
Dave Smith – SVP, Head, Digital, Ipsos Connect US
David Spiegel – SVP, Sales and Brand Strategy, Great Big Story, Turner Ad Sales
Josh Stinchcomb – EVP, Chief Experience Officer, Conde Nast
Getgood Smith Spiegel Stinchcomb

3:10 – 3:40pm

INSIGHT: Crack the Code on Consumers

Context Effects: How Mood Impacts Ad Receptivity

Understanding the impact of mood management on viewing behavior and ad engagement.
Julie DeTraglia – Head, Ad Sales Research, Hulu
Barbara Leflein – President & Founder, Leflein Associates

IDEA: Translate Insights Into Creative

What’s So Emotional About Emotional Ads?

The nature and role of different advertising styles.
David Brandt – EVP, Ad Effectiveness Strategy, Nielsen
Linghan Wang – Senior Analy, Nielsen Catalina Solutions

IMPLEMENT: Make Magic in the Media

A Journey in Copy Testing

Partnering is the key to increasing advertising quality.
Roberto Cymrot – Group Director, Knowledge & Insights, The Coca-Cola Company
Laura Derrick – VP, Kantar Millward Brown

IMPACT: Measure for Success

The Halo Effect

Premium publisher advertising drives higher ad effectiveness.
Anne Hunter – SVP, Advertising, comScore, Inc.
John Vilade – SVP, Advertiser Relations, Digital Context Next
 Vilade

INGENUITY: Disrupt Your World

Hub Apps, Multitasking, and Return Rates

How is consumer behavior changing on mobile.
Hannu Verkasalo – CEO & Founder, Verto Analytics


3:40 – 4:00pm

Coffee Break

 

Create – Design Great Advertising

Infroduction by Kate Sirkin – Practice Lead, Analytics & Insight Americas & Audience Insight Global, Publicis Media; Board Member, The ARF

4:00 – 4:30pm

Spotlight Nielsen Session
Uncovering the Consumer’s World

Nielsen executives will reveal trends and insights that put consumers back at the center of the media and advertising marketplace.
Kelly Abcarian – SVP, Product Leadership, Nielsen
Glenn Enoch – SVP, Audience Insights, Nielsen

4:30 – 4:50pm

Creating Effective Mobile Advertising – Panel Part II

Learn the “why” and “how” behind their most impactful mobile advertising campaigns.
Nick Law – Vice Chairman, Global Chief Creative Officer, R/GA
Sarah Watson – Global & NY Chief Strategy Officer, BBH
Moderator: Nicholas Moore – Executive Creative Director, ROAR
Law

4:50 – 5:20pm

KEYNOTE
From Storytelling to Story Making: Connecting Consumers to Priceless Possibilities

Today’s “connected consumers” are always-on, multi-screening and multitasking, with the power to make or break a brand, literally at their fingertips. While the world has changed, Mastercard continues to be guided by the insight that experiences matter more than things.
Raja Rajamannar – Chief Marketing & Communications Officer, MasterCard

5:20 – 5:30pm

Closing Remarks

Scott McDonald, Ph.D. – President & CEO, The ARF
McDonald

5:30 – 7:00pm

President’s Reception

Build your network with industry influencers at the “Power Cocktail Hour.”

Sponsored by:

6:30 – 7:30pm

Ogilvy Awards

The ARF David Ogilvy Awards Reception

Join The ARF Board of Directors and toast the finalists.

7:30 – 10:00pm

The ARF David Ogilvy Awards

For 23 years, these prestigious awards have honored insights that inspire great creative. Celebrate the winners who join the highest ranks of a global community that inspire the next generation.

Sponsored by:

Tuesday, March 21, 2017

Introductions by Barb Murrer – Senior Director, Global Marketplace Insights, Levi Strauss & Co.; Board Member, The ARF
and Horst Stipp, Ph.D. – EVP, Research & Innovation: Global & Ad Effectiveness, The ARF
Murrer Stipp

8:15 – 8:45am

Industry Spotlight Breakfast Session
Relevance or reach? The Answer is Simple: Both!

Learn how Relevant Reach helps best target your brand’s most likely buyers at scale.

Robin Opie – VP Data Science, Oracle Data Cloud
opie

Determine – Measure Your Impact

9:00 – 9:15am

Welcome Day 2

Scott McDonald, Ph.D. – President & CEO, The ARF
McDonald

9:15 – 9:45am

KEYNOTE
How Do You Build a Brand That Lasts?

Data is one way to determine your impact. Resonant insights and storytelling are also key to unlocking true brand meaning and connection for consumers.
Jennifer Sey – CMO, Global Brands, Levi Strauss & Co.

9:45 – 10:15am

Spotlight Session
Improve Ad Effectiveness Through Psychological Triggers

Get the right psychological triggers into your ads. Leverage the appropriate data to inform ad strategy, execution, and media placement to unlock that large uplift, and presence of a creative variable for your ROI.
Pat Pellegrini, Ph.D. – President & CRO, Simmons Research
Bill Harvey – Executive Chairman, Bill Harvey Consulting, Inc.

10:15 – 10:30am

Late-Breaking Industry Research
The Cross-Platform Puzzle: Solve for Offline Impact

How digital and traditional media are driving business outcomes both on and offline.
Monica Bannan – SVP, Nielsen.
Fred Leach – Director, Marketing Science Research & Development, Facebook, Inc.
Leslie Wood, Ph.D. – CRO, Nielsen Catalina Solutions
Bannan Leach

10:30 – 10:45am

ARF Original Research: How Advertising Works 2016-2017
Unveiling The ARF Context Effects Model

Find out whether the benefits of targeting outweigh those of serving an ad in the right context and what is the right balance.

Horst Stipp, Ph.D. – EVP, Research & Innovation: Global & Ad Effectiveness, The ARF
Jasper Snyder
– EVP, Research & Innovation, Cross-Platform & Media, The ARF

10:45 – 11:10am

Networking Break

11:10am – 1:00pm

Industry Deep Dive Sessions

Winning papers and presentations around the continuous cycle of creative.

11:10 – 11:40am

INSIGHT: Crack the Code on Consumers

Crack Stubborn Marketing Problems Through Behavioral Science

How insights from Behavioral Science can help unlock the most dogged human behavior.
Matthew Willcox – Founder & Executive Director, Institute of Decision Making, FCB.

IDEA: Translate Insights Into Creative

Mobile Ads: Intrusive or Effective?

The optimal balance between intrusion/annoyance and effectiveness.
AJ Mathew – VP, Research, Kargo
Duane Varan, Ph.D. – CEO, MediaScience

IMPLEMENT: Make Magic in the Media

Emotion Measurement Can Identify Which Ads Sell

Predicting ad sales lift with 75% accuracy.
Mihkel Jäätma – CEO, Realeyes

IMPACT: Measure for Success

The Mind of the Viewer

Discontinuous TV watching is the new normal.
Carl Marci, M.D. – Chief Neuroscientist, Nielsen Consumer Neuroscience
Naomi Nuta – VP, Client Services, Nielsen Consumer Neuroscience
Richard Zackon – Facilitator, Council for Research Excellence

INGENUITY: Disrupt Your World

Intent + Behavior = Real Insight

See the results of online consumption insights layered with basket-level analysis.
Sean Murphy – SVP, Analytics, MaxPoint
Jared Schreiber – Co-Founder & CEO, InfoScout

11:50am – 12:20pm

INSIGHT: Crack the Code on Consumers

The Misconception of Millennial Individualism

Why millennials purchase certain brands.
Ron Park – VP, Audience Insight & Strategy, Merkle, Inc.
Jennifer Perry – Associate Director, Audience Insight & Strategy, Merkle, Inc.

IDEA: Translate Insights Into Creative

Multiscreen Ready: Neuro Optimization for Cross-Platform

Creative needs to be tailored to each screen.
Pranav Yadav – CEO, Neuro-Insight US Inc.

IMPLEMENT: Make Magic in the Media

TV’s Late Bloomer

Video-on-Demand and its advertising impact.
Maria DeLuca – SVP, Consumer Marketing, Bravo Media, NBCUniversal
Dave Kaplan – SVP, Research, Bravo & Oxygen Media, NBCUniversal
Chris Pizzurro – Head, Business Development, Sales & Marketing, Canoe Ventures
.

IMPACT: Measure for Success

New Insights from Single-Source Cross-Channel Advertising Measurement

Calculate true cross-channel, frequency and return on media investment through measurement of shifts in brand attitudes.
Ashish Chordia – Founder & CEO, Alphonso, Inc.
Heather O’Shea – VP, Ad & Audience Research, Research Now
Chordia O'Shea
Presented by:

INGENUITY: Disrupt Your World

Video Ads And Viewer Attention

In-home experiments on the attention paid to and the impact of TV and YouTube ads.
Kerry Ward – Vice President, Ipsos Connect
Ward
Ipsos Google

12:30 – 1:00pm

INSIGHT: Crack the Code on Consumers

Why Identity Resolution Matters to Every Marketer

With so many data sources feeding us information about a consumer, how important is identity resolution to people-based marketing?
Rebecca Stone – Head, Marketing, LiveRamp
Stone
LiveRamp

IDEA: Translate Insights Into Creative

Uncovering the Underlying Drivers of OLV Effectiveness

The current video viewability definition? This is only one piece of the puzzle.
Janelle Bowman – Director, Insights & Planning, Digital Analytics & Syndicated Data, Kellogg Company
Lanae Weir – Director, Sales Insights, Yahoo!
Anthony Wintheiser – SVP, Client Consulting, Nielsen Catalina Solutions
Wintheiser

IMPLEMENT: Make Magic in the Media

Elevating Digital Advertising

New insights into optimizing all online advertising.
Josh Billig – Consumer Advertising Research, Microsoft
Jon Brand – SVP, Brand & Consumer Experiences, GfK

IMPACT: Measure for Success

Video’s Ability to Break Through

Site design and context matter.
Pamela Marsh. Ph.D. – Director, Primary Research, Omnicom Media Group
Katy Mitchell – Advertiser Experiment Advocate,Google, Inc.
Duane Varan, Ph.D. – CEO, MediaScience

INGENUITY: Disrupt Your World

Cross-Media Research in the Age of Convergence

How to answer consumer insights in an era of true convergence.
Ivan Santana – Project Manager, Twitter

 

1:00 – 2:10pm

Networking Lunch

2:10 – 3:20pm

Industry Deep Dive Sessions

Winning papers and presentations around the continuous cycle of creative.

2:10 – 2:40pm

INSIGHT: Crack the Code on Consumers

Lights! Camera! Action! Video Storytelling for Insights

How humanizing insights with video elevates connection and empathy with your consumer.
Zoe Dowling, Ph.D. – Lead Research Strategist, FocusVision

IDEA: Translate Insights Into Creative

Beyond Completion Rates

How social video works.
Jonathan Jusczyk – Associate Director, Research Operations, MAGNA/IPG Media Lab
Katherine Karp – Global Agency Research, Twitter

IMPLEMENT: Make Magic in the Media

Measuring Sports Fans Anytime, Anywhere

Measuring and proving advertising effectiveness for ESPN’s live out-of-home TV audience.
Katie Brown – Associate Manager, Advertising & Marketing Intelligence, ESPN
Christian DeBonville – Director, Advertising & Marketing Intelligence, ESPN
Sara Erichson – EVP, Client Solutions & Audience Insights, Nielsen
Debonville
ESPN

IMPACT: Measure for Success

Monetizing In-App Behavioral Signals for Targeting

Beyond cost per install – increasing the lifetime value of app users.
Gilad Barash – Senior Data Scientist, dstillery

INGENUITY: Disrupt Your World

Understanding Sources of Sustainable Brand Growth

Find the right balance between short-term success and long-term brand building.
Oliver Hupp, Ph.D. – Global Director, Brand Strategy & Tracking, GfK Global Brand & Customer Experience
Jo-Ann Osipow – EVP, Brand & Customer Experience, GfK Consumer Experiences NA

2:50 – 3:20pm

INSIGHT: Crack the Code on Consumers

Tracking TV & Digital ROI Using Single-Source Methodology

Empower brands with actionable insights via Syndicated Single-Source ROI Tracking Reports.
Anton Fedorov – Senior Director, National Sales & Development, Spectrum Reach
James Fennessy – CEO, Standard Media Index
Bill Harvey – Executive Chairman, Bill Harvey Consulting, Inc.
Fennessy
SMI

IDEA: Translate Insights Into Creative

Branded Social Media Content & Consumer Engagement

Most social media “best practices” have little impact on consumer engagement.
Jeffrey Inman – Associate Dean, Research, Katz Graduate School of Business, Univ. of Pittsburgh
Earl Taylor, Ph.D. – CMO, Marketing Science Institute

IMPLEMENT: Make Magic in the Media

Exploiting VR to Recreate Real-Life Ad Exposure

Getting us closer to a real-life response.
Kate Hartzell – SVP, Basis Research
Rune Mortensen – Managing Director, Basis Research

IMPACT: Measure for Success

Who Blocks Ads, Why and How to Win Them Back

Implementing simple strategies can win back two-thirds of ad blockers.
Samar Das, Ph.D. – CEO, C3Research
Kristina Sruoginis – Research Director, IAB; Board Member, The ARF

INGENUITY: Disrupt Your World

Moving at a Mobile Minute

Learn how to keep pace with the new path to purchase now that the thumb is in charge.
Vicki Molina-Estolano – Consumer Insights Analyst, Facebook
Tania Tuttle – Content Strategist, Consumer Analyst, Facebook
Molina Estolano tuttle

3:20 – 3:40pm

Coffee Break

Inspire – Lead With Conviction

Introductions by Howard Shimmel – CRO, Turner Broadcasting System; Board Member, The ARF

3:45 – 4:15pm

Innovate or Get Out!

How to stay relevant in business when your competition flies at start-up speed. Industry leaders share how they are implementing a startup discipline and best practices in their companies, and the payoffs.
Charles Buchwalter – President & CEO, Symphony Advanced Media
Jeffrey Graham – Global Director, Sales Research, Twitter; Board Member, The ARF;
Steven Rosenblatt – President, Foursquare; Board Member, The ARF
Kristy Vance, Ph.D. – Global Director, Media Insights, Unilever
Moderator: David Kohl – CEO, Morgan Digital Ventures LLC

4:15 – 4:45pm

KEYNOTE
How Creativity Helped Achieve Peace

The ‘why’ and ‘how’ behind a propaganda campaign, based on insights, to demobilize Colombian guerillas and end Colombia’s 52 year civil war.

Jose Miguel Sokoloff – Global President, MullenLowe Group Creative Council, Co-Chairman & CCO, MullenLowe SSP3

4:45 – 5:00pm

Closing Remarks

Scott McDonald, Ph.D. – President & CEO, The ARF
McDonald

5:30 – 7:00pm

ARF Young Pros Special Session
Becoming a Leader: Surviving and Thriving

You’ve been offered an opportunity to manage your first direct report. Sounds great but now what?? What skills and knowledge do you need to be successful? Industry leaders share leadership experiences from their careers in an informal setting over drinks and snacks.