Audience Measurement 4.0 Program

<p><a href="#day2">Jump to Wednesday, June 24</a></p> <h2 class="program">Tuesday, June 23</h2> <h1>Day 1: Reinventing Media Measurement</h1> <h5>7:30am </h5> <h4>REGISTRATION OPEN</h4> <h5>8:00am–8:05am</h5> <p>Get ready to brave the new 360 media world as we begin <em>Reinventing Media Measurement</em>.</p> <h3>Arbitron Welcome & Opening Remarks</h3> <h5>8:05am–8:30am</h5> <h3>Keynote: Reinventing Media Measurement</h3> <p>John Burbank – CEO, Nielsen Online, The Nielsen Company</p> <p>Brand advertisers know they need to reach their consumers on the web. Yet, for many low interest, advertising-dependent brands, the web doesn't seem to be working all that well. <br /> <br /> John Burbank, CEO of Nielsen Online will discuss what needs to change in terms of online creative and measurement to unlock the web's potential for brand advertisers.</p> <h5>8:30am–9:20am</h5> <h3>Keynote Panel – Forecast 2015: Social Media & Their Impact on Audience Measurement</h3> <p>Given that “research as we know it will be on life support by 2012,” how must the audience measurement landscape change over the next five years? Industry bosses provide their forecasts of the challenges facing current audience measurement methods and offer potential scenarios for the future.</p> <p>PANELISTS:<br /> John Burbank – CEO, Nielsen Online, The Nielsen Company<br /> Chris Cunningham – Founder and CEO, appssavvy, Inc.<br /> Dean DeBiase – CEO, TNS Media<br /> Joe Doran – Founder and CEO, Media6°<br /> David Smith – CEO, Mediasmith, Inc.</p> <p>MODERATOR:<br /> Matthieu Coppet – Global Media Strategist, UBS</p> <h5>9:20am–10:05am</h5> <h3>Digital Measurement – Issues and Solutions</h3> <p>Identifying unique individual Internet users is essential for producing valid web audience metrics.  Use of cookies (pieces of code placed on users’ computers) is the most commonly used methodological approach for accomplishing this. Cookies are used in a variety of ways ranging from estimating the number of unique visitors, repeat visitors and conversion rates to tracking online ad exposure for measuring advertising ROI.</p> The accuracy of this method has recently been questioned due to growing evidence that at least 30% of Internet users are regularly deleting cookies from their machines. A panel of online media experts addresses the effects of cookie deletion on data precision and offers up possible solutions. <p>PANELISTS:<br /> Sean Harvey – Product Manager, DoubleClick<br /> Russ Fradin – CEO, Adify<br /> Gian Fulgoni – Chairman, comScore, Inc.<br /> John Lovett – Sr. Analyst, Forrester Research<br /> Mainak Mazumdar – SVP, Measurement Science, Emerging Media, The Nielsen Company <br /> Dave Morgan – CEO, Simulmedia, Inc. </p> <p>MODERATOR: Gerard Broussard – Consultant</p> <h5>10:05am–10:20am</h5> <h4>NETWORKING BREAK</h4> <h5>10:20am–11:05am</h5> <h3>Video Measurement – Overcoming Complexity</h3> <p>The broadcast environment is becoming far more complex than three screens. The digital transition will lead to further audience fragmentation and confusion. The various forms of television on Internet and the emerging Internet on television services complicate measurement beyond what simple meters can measure.</p> <p> What does measurement look like in this scenario? Can one meter technology do it all? What role will panels and servers play? How important is it to have overlapping three screen measures? If fusion is used to integrate all screen data, how sensitive are the results to the fusion type? These and other questions will be answered during this Video Measurement session.</p> <p>PANELISTS:<br /> Glenn Enoch – VP, Integrated Media Research, ESPN, Inc.<br /> David F. Poltrack – Chief Research Officer, CBS Corporation, and President, CBS Vision<br /> George Shababb – President, TNS Media Research<br /> Jack Wakshlag – Chief Research Officer, Turner Broadcasting System, Inc.<br /> Tania Yuki – Director, Video Metrix Product Management, comScore, Inc.</p> <p>MODERATOR: Paul Donato – EVP, Chief Research Officer, The Nielsen Company</p> <h5>11:05am–12:05pm</h5> <h3>Reinventing ROI and Marketing Effectiveness Measurement</h3> <p>In this year of economic turmoil, discussions of marketing ROI and effective cross– platform media placement are more critical than ever. However, inadequate understanding and practical application of the latest insights into ROI metrics may be the single greatest inhibitor to ad spending facing the industry. </p> <p>Learn how consumer insights and planning experts and senior marketing executives are working to justify marketing budgets in a tough financial environment. Discover how to achieve the most effective possible ad spend, the obstacles that must be overcome and the outlook for future practice. </p> <p>PANELISTS:<br /> Tomas Emmers – Consumer & Market Insights Director, Unilever<br /> Michal (Mickey) Galin – SVP, Research, MRI<br /> Bill Harvey – Founder & President, TRA, Inc.<br /> Peter Kloprogge – President, PointLogic<br /> Randy Stone – CEO, MMA<br /> Barbara Zack – Managing Director & CSO, Nielsen IAG, The Nielsen Company</p> <p>CO-MODERATORS:<br /> Jonathan Carson – President - International, Nielsen Online, The Nielsen Company<br /> Mike Pardee – SVP, Research and Analytics, Scripps Networks </p> <h5>12:15pm–1:15pm</h5> <h4>FOOD FOR THOUGHT LUNCHEON</h4> <p>Meet leading industry executives and discuss issues in today’s media measurement world.  Participation is optional and seating is based on advanced registration and availability.</p> <p>Arbitron Luncheon Topics (2 Tables)<br /> <em><strong>Radio in the digital world: Where radio fits in today's media plans. </strong></em><br /> HOST: Bill Rose, SVP of Marketing, Arbitron Inc.</p> <p><em><strong>Out of home media: Who’s viewing? Who’s listening … And how do we put it all together?</strong></em><br /> Hosted by: Joan FitzGerald, VP of Multimedia Services, Arbitron Inc. </p> <p>comScore Luncheon Topics (4 Tables)<br /> <em><strong>Are You Leaving ROI on the Table?</strong></em><br /> HOST: Anne Hunter – VP, Advertising Effectiveness Products , comScore, Inc.  </p> <p><em><strong>comScore’s Panel-Centric Hybrid Approach: Understanding the Next Generation of Digital Audience Measurement </strong></em><br /> HOST: Josh Chasin – Chief Research Officer, comScore, Inc.<br /> <br /> <em><strong>Simplifying the Video Landscape </strong></em><br /> HOST: Tania Yuki – Director, comScore, Inc.</p> <p><em><strong>The Current State of Mobile Media and Census Level Metrics </strong></em><br /> HOST: Cameron Meierhoefer – EVP, comScore, Inc.</p> <p>Rentrak Luncheon Topics (2 Tables)<br /> <em><strong>10 Things You Never Knew About STB Data </strong></em><br /> HOSTS: <br /> Ken Papagan – President & Chief Strategic Officer, Rentrak Corporation<br /> Dr. Michael Vinson – SVP, Analytics, Rentrak Corporation</p> <p><em><strong>The Untold Secrets of the Complete Universe of VOD Users,  The Interaction of "Push" and "Pull" TV</strong></em><br /> HOSTS:<br /> Carol Hinnant – SVP Business Development, Rentrak Corporation<br /> Bruce Goerlich – Chief Researcher, Rentrak Corporation</p> <p>MRI Luncheon Topic (1 Table)<br /> <em><strong>The Advent of Magazine Ad Ratings  </strong></em><br /> HOST: Mike Drankwalter – SVP/Media Sales, MRI</p> <p>Millward Brown Luncheon Topic (1 Table)<br /> <em><strong>360° Media Therapy Session: War Stories, New Ideas and New Solutions</strong></em><br /> HOST: Bill Pink – SVP, Millward Brown</p> <p>Innerscope Luncheon Topic (1 Table)<br /> <em><strong>If It Feels Good Do It: Understanding the Links Between Biometrically Measured Emotional Response and Behavior<br /> </strong></em>HOST: Dr. Caleb Siefert – Senior Scientist, Innerscope Research</p> <p>Meteor Solutions (1 Table)<br /> <em><strong>"Sharing" is the "New Search". But when it comes to social networks and content sharing, consumers are way ahead of marketers. 5 data-driven rules for how marketers can catch-up.</strong></em><br /> HOST: Ben Straley – CEO, Meteor Solutions </p> <p>Advertising Research Foundation (1 Table)<br /> <em><strong>Managing Online Data with Confidence – ARF Online Research Quality Study Findings</strong></em><br /> HOST: Dr. Ray Pettit – SVP, Research & Standards, The ARF</p>  <h5>1:15pm–3:15pm</h5> <h4>KEY ISSUE FORUMS</h4> <p>Attend one of five parallel tracks of Key Issue Forums with 4 papers per track.  Sessions run concurrently with each track consisting of four presentations followed by Q&A.</p> <h5>1:15pm–3:15pm</h5> <h3>KEY ISSUE FORUM TRACK #1<br /> Global, Three-Screen & Measurement Perspectives</h3> <p>MODERATOR: Jen Soch – VP Activation Director, Advanced TV, MediaVest</p> <p><em><strong>Television, Online, Mobile: A Deep Dive into the Three Screen Experience</strong></em><br /> Three-platform content adoption trends and ad effectiveness results from the Nielsen-CTAM study are explored.<br /> Tim Brooks – Former Chairperson, Cable and Telecommunications Association for Marketing (CTAM) Research Committee<br /> Christie Kawada, Ph.D. – VP, Strategic Marketing Science, Nielsen Entertainment, The Nielsen Company</p> <p><em><strong>Mobile Media Measurement using the World’s Largest Wireless Bill Panel</strong></em><br /> Direct measurement of mobile media audiences and advertising through Nielsen’s 60,000-line wireless bill panel is reviewed.<br /> Susan Marshall – Vice President, Marketing, ChaCha Search, Inc.<br /> Julia Resnick – Vice President, Mobile Media Solutions, The Nielsen Company</p> <p><em><strong>Mobile Media and Census Level Metrics</strong></em><br /> UK mobile operators discuss how they put their differences aside to create the Measurement Standard for Mobile.<br /> Cameron Meierhoefer – EVP, Analytics, comScore, Inc.<br /> Brad Greene – VP Business Development, GSM Association</p> <p><em><strong>Innovation in Mobile TV Measurement: TV on Mobile Phone and in the Car</strong></em><br /> Discover how TV measurement has been advancing in Korea, the newest high technology country.<br /> Gyungsook Min – CEO, TNS Media Korea</p> <h5>1:15pm–3:15pm</h5> <h3>KEY ISSUE FORUM TRACK #2<br /> Filling Consumer Measurement Gaps</h3> <p>MODERATOR: Ed Keller – CEO, Keller Fay Group</p> <p><em><strong>You Can Plan Media for Word of Mouth</strong></em><br /> Learn how to plan word of mouth campaigns for specific advertiser brands, cable channels, publications, and websites.<br /> Brad Fay – COO, Keller Fay Group<br /> Graeme Hutton – SVP - Consumer Insights Director, Universal McCann</p> <p><em><strong>Ethnography Meets the Digital Age</strong></em><br /> Discover how “Day in the Life” studies can deliver a deeper understanding of consumer aspirations and attitudes – with consumers in the driver’s seat!<br /> Karen Benezra –  VP, Executive Director, Nielsen Life360, The Nielsen Company<br /> Cheri Marine – Research Product Planner, eHome Team, Microsoft Corp.</p> <p><em><strong>EYES ON has Became a Reality</strong></em><br /> Learn how EYES ON visibility research drove out-of-home currency measurement from OTS to audiences noticing advertising.<br /> Erwin Ephron – Principal, Ephron, Papazian, Ephron, Inc.<br /> Joseph C. Philport – President & CEO, The Traffic Audit Bureau for Media Measurement.</p> <p><em><strong>Understanding Television Viewing Among Multi-Cultural Consumers</strong></em><br /> Discover how “Return Path Data” can help marketers and agencies measure viewer interaction with English-language programming on foreign language networks.<br /> Bud Breheney – SVP, Sales & Business Development, TNS Media Research<br /> George Shababb – President, TNS Media Research</p> <h5>1:15pm–3:15pm</h5> <h3>KEY ISSUE FORUM TRACK #3<br /> International Measurement Success Stories</h3> <p>MODERATOR: Jonathan Carson – President - International, Nielsen Online, The Nielsen Company</p> <p><em><strong>Cross-Media Measurement by Centralized Data Collection of Comparable Data</strong></em><br /> Learn how Telecontrol’s UMS measurement system meets all requirements for measuring cross-media platforms with a single data collection point.<br /> Daniel Battiston – Managing Director, GfK Telecontrol AG<br /> Tanja Hackenbruch – Managing Director, GfK Telecontrol AG</p> <p><em><strong>The Growth of TV Consumption </strong></em><br /> Find out why television consumption is alive and well despite new media usage. <br /> Jacques Braun – Vice President, EurodataTV Worldwide</p> <p><em><strong>The China Case: Overcoming Challenges in Launching Audience Measurement Systems Internationally</strong></em><br /> Discover the unique characteristics of the Chinese Internet market, the methodology behind its measurement and the data that Nielsen is now producing.<br /> Charles Buchwalter – SVP, Research & Analytics, Nielsen Online, The Nielsen Company<br /> Jonathan Carson – President – International, Nielsen Online, The Nielsen Company</p> <p><em><strong>PPM in Norway: Experiences After 3 years as Currency</strong></em><br /> Find out why PPM measurement has had a major impact on advertising sales, radio programming and music scheduling in Norway since its introduction in 2006. <br /> Dag Andersen – Research Manager, P4<br /> Martin Mølmen – Strategic Advisor, P4</p> <h5>1:15pm–3:15pm</h5> <h3>KEY ISSUE FORUM TRACK #4<br /> The World of Social Media & Search Measurement</h3> <p>MODERATOR: Radha Subramanyam – Global Insight Strategy Leader, Yahoo!</p> <p> <em><strong>How Social Media Works</strong></em><br /> Learn about Conversation Impact™, and how it can be used to evaluate the ability of social media to deliver quantitative results for brand positioning, preference and action.<br /> John Bell – Global Managing Director, Ogilvy 360 Digital Influence<br /> Irfan Kamal – Vice President, Ogilvy 360 Digital Influence</p> <p><em><strong>What We Know About the Viral Nature of Widgets</strong></em><br /> Learn what makes widget propagation successful and how that propagation can generate a positive ROI.<br /> Marc Sanford, Ph.D. – Consultant, Strategy & Analytics, Razorfish<br /> Sandy Schlee, Ph.D. – Analytics Director, Razorfish</p> <p><em><strong>Social Networks and Marketing Response</strong></em><br /> Discover how social media works independently and in tandem with other channels to drive sales results.<br /> E. Craig Stacey, Ph.D. – Partner, MarketShare Partners</p> <p><em><strong>What Television Networks Can Learn from Search Engines: Pricing and Ordering Ads to Maximize Advertiser Welfare</strong></em><br /> Learn how to use an ad quality algorithm, within a network auction, to match advertisers with ad slots.<br /> Kenneth Wilbur – Assistant Professor of Marketing, Duke University Fuqua School of Business</p> <h5>1:15pm–3:15pm</h5> <h3>KEY ISSUE FORUM TRACK #5<br /> Digital Measurement Breakthroughs</h3> <p>MODERATOR: Giovanni Fabris – Principal/Consultant, Fabris Media Marketing Services</p> <p><em><strong>Video on Demand - A Measurement Breakthrough for the UK</strong></em><br /> Find out how the UK led the world in activating VOD viewer reporting on digital cable platforms using BARB as currency. <br /> Marco Barbaccia – Operation and Development Director, AGB Nielsen Media Research – UK</p> <p><em><strong>Measuring the Impact of DVR on TV Viewership</strong></em><br /> Find out what Google and DISH Network have learned about how DVR changes viewer behavior.<br /> Steve Lanning – VP, Analytics, DISH Network<br /> Dan Zigmond – Engineering Manager & Technical Lead, Google</p> <p><em><strong>Rich Media Video Ads Boost Branding Goals</strong></em><br /> DoubleClick and Dynamic Logic explore the branding impact of rich media versus simple Flash and image formats.<br /> Sally Cole – Business Marketing Manager, DoubleClick Rich Media, Google<br /> Amy Fayer – Research Manager, Custom Solutions Group, Dynamic Logic, Millward Brown<br /> Leah Spalding – Advertising Intelligence Manager, Google</p> <p><em><strong>20/20 Advertising: Targeting the Mind of Your Consumer</strong></em><br /> AMC Network discusses how their AIM initiative uses consumer behavior and lifestyle data to drive viewer purchases.<br /> Sean Fassett – VP Research, AMC Network/Rainbow Media<br /> Christie Kawada, Ph.D. – VP, Strategic Marketing Science, Nielsen Entertainment, The Nielsen Company</p> <h3>AFTERNOON SESSION</h3> <h5>3:25pm–4:25pm</h5> <h3>Holistic Media Measurement: International and U.S. Experiences - Contrast or Convergence?</h3> <p>Holistic measurement is the subject of intense interest for all constituencies in the communications industry globally. In this session, conference participants will gain new insights from a WFA review of global holistic measurement initiatives in progress in several countries outside of the U.S. including the UK, France, Australia and Brazil.</p> <p> PANELISTS:<br /> Jennie Beck – Global Director, TNS Media<br /> Gerard Broussard – Managing Partner, MediaLab<br /> Artie Bulgrin – SVP, Research and Sales Development, ESPN, Inc.<br /> Jane Clarke – VP, Insights & Innovation, Time Warner Global Media Group<br /> Bill McKenna – President & CEO, IMMI<br /> Shubu Mitra – Director, Marketing Communication Effectiveness, The Coca Cola Company</p> <p>MODERATOR: Giovanni Fabris – Principal/Consultant, Fabris Media Marketing Services</p> <h5>4:25pm–5:10pm</h5> <h3>Advancements in Targeting</h3> <p>One of the keys to developing more effective communications is leveraging new opportunities for targeting. Using specific cases of demonstrated effectiveness, participants will obtain a better understanding of the types of targeting available (associative, behavioral, and contextual), how they differ and when and how they should be used. </p> <p> PANELISTS:<br /> John Ardis – Vice President, Corporate Strategy, ValueClick, Inc.<br /> Michael Barrett – CEO, AdMeld<br /> Myles Megdal – President, Megdal Consulting Group<br /> Ben Monnie – Director of Strategy and Business Development, NYTimes.com</p> <p>MODERATOR: Bob DeSena – CEO, imark360</p> <h5>5:15pm–5:45pm</h5> <h3>360 Media & Marketing Learning Sessions</h3> <p>5 Concurrent learning sessions on planning and measuring cross media marketing campaigns.</p> <p><em><strong>Digital Media and Advertising:  The State of the Industry</strong></em><br /> Andrew Ianni, Chairman, Programming of ad:tech Expositions, will provide a broad overview of the state of digital media and advertising and will discuss the current and near-term environment for video, search, social and mobile media.  Plus, tactical recommendations on advertising best practices. <br /> Andrew Ianni – Chairman, Programming, ad:tech Expositions</p> <p><em><strong>The Evolution of Magazine Ad Ratings</strong></em><br /> Accountability-focused advertisers are demanding better ROI metrics that measure actual reach rather than vehicle measurement.  The magazine industry is moving toward accurate ad ratings measurement as the preferred ROI measure in order to put print on an even footing with TV and the internet. View MRI’s AdMeasure, a newly-introduced magazine ad ratings tool.”<br /> Mike Drankwalter – SVP/Media Sales, MRI</p> <p><em><strong>What Works? New Trends and the Latest Learning in Advertising Effectiveness</strong></em><br /> Drawing from over 250 CrossMedia™ studies conducted on different continents, this presentation will reveal practical advice, success factors, pitfalls and lessons learned in developing effective cross media campaigns. <br /> William J. Havlena, Ph.D, – VP, Research Analytics, Dynamic Logic, a Millward Brown Company</p> <p><em><strong>Neuromarketing Research for Print and the Web: It's Not Just What They See, It's What Gets Through</strong></em><br /> Advances in eye tracking are generating excitement among advertising researchers, but measures of visual attention are just beginning to be understood. Dr. Siefert will discuss techniques for increasing the benefits of eye-tracking by augmenting it with biometric information to better understand how consumers cognitively process and emotionally react to visual information.  <br /> Dr. Caleb Siefert – Senior Scientist, Innerscope Research</p> <p><em><strong>Why Digital WOM is not the “New Search”…Yet</strong></em><br /> True, consumers are emailing links, Tweeting, and interacting with social networks in unprecedented numbers. Plus, website traffic FROM SHARED LINKS is gaining GROUND on search. But WHERE ARE THE MARKETERS? </p> <p> Paid search has grabbed 40% of the online ad market, but WOM remains chump change. With data and case studies from businesses as diverse as Microsoft, Alaska Airlines, Cisco, and Capcom's Resident Evil, Meteor Solutions CEO, Ben Straley, will show how to track Twitter, Facebook and other link sharing activity -- and how to apply the data to plan campaigns, build brands, and drive sales. This is a must-attend session for marketers, publishers and media planners.<br /> Ben Straley – CEO, Meteor Solutions</p> <h5>6:00pm–7:00pm</h5> <h4> RECEPTION – Sponsored by RENTRAK</h4> <p class="program"><a href="#container">Top »</a></p>  <h2 class="program" id="day2">Wednesday, June 24</h2> <h1>Day 2: Reinventing Media Measurement</h1> <h5>7:30am </h5> <h4>REGISTRATION OPEN</h4> <h5>8:00am–10:00am</h5> <h4>Opening Session</h4> <h5>8:00am–8:05am</h5> <h3>Arbitron Welcome Remarks</h3> <h5>8:05am–8:20am</h5> <h3>Keynote: Beyond Advertising: Choosing a Strategic Path to the Digital Consumer</h3> <p>Saul Berman – Lead Partner, Strategy & Change Consulting IBM Institute for Business Value, IBM Global Business Services</p> <p>The move towards consumer centric marketing requires granularity and integration. Industry challenges and barriers slow progress and some companies are falling behind consumer and advertiser expectations. Saul Berman will provide a strategic point of view on the need for smarter media metrics and measurement on an industry wide level.</p> <h5>8:20am–9:00am</h5> <h3>Keynote: Crisis Measurement</h3> <p>“<em>The current economic crisis has rocked the media industry. But there is another looming crisis that, if not addressed now, could have a detrimental effect on the media business long after the current recession fades. It's the crisis in measurement.  You can't sell what you can't measure, and <strong>unfortunately our measurement systems are not keeping up with technology and consumer behavior</strong>. To quote Rahm Emanuel, ‘You never want a serious crisis to go to waste.’ We're at a defining time in our industry's history and we need to <strong>seize the opportunity to create new measures for a new media age</strong>. If we waste this opportunity, it's at our collective peril</em>.” <br /> Alan Wurtzel, President of Research and Media Development at NBC Universal.</p> <p>Alan Wurtzel will expand on these comments from a recent Adweek article and discuss the critical situation of media measurement and the dire need for new metrics. </p> <h5>9:00am–10:00am</h5> <h3>Set Top Box Initiatives</h3> <p>The industry has long sought competition in the TV measurement space. Today, a number of companies are working with set top box data to offer new alternatives.  How do these options differ and how can they be used?  Learn more about set-top box initiatives and participate in an open debate with those on all sides of the business including media owners, research companies and agencies.</p> <p>PANELISTS:<br /> Manish Bhatia – President, Advanced Digital Services, The Nielsen Company<br /> Bruce Goerlich – Chief Researcher, Rentrak Corporation<br /> Bill Harvey – Founder and President, TRA, Inc.<br /> Todd Juenger – VP & GM, Audience Research & Measurement, TiVo, Inc.<br /> David F. Poltrack – Chief Research Officer, CBS Corporation, and President, CBS Vision <br /> Steve Simpson – Head, GroupM Business Science<br /> George Shababb – President, TNS Media Research</p> <p>MODERATOR: Helen Katz – SVP, Director of Research, Starcom MediaVest Group</p> <h5>10:00am–10:15am</h5> <h4>NETWORKING BREAK</h4> <h5>10:15am–11:15am</h5> <h3>‘Traditional’ Media in a Digital Age: Open Road vs. Digital Gridlock?            </h3> <p>Radio, print and outdoor are the media most perceived to be ‘under threat’ in the 21st Century. Are these so-called ‘traditional’ media being left behind in the digital realm, despite their best efforts to adapt or are they already finding new business models? </p> This panel of media owners will examine “traditional” brands in new digital habitats. Separated from the original media environment, is the brand the only competitive advantage that remains? How can these brand assets be best tapped into and managed effectively? Panel members will share experiences and debate the obstacles they face. This will be a ‘sleeves rolled up’ working session, not a media owner beauty pageant. <br /> <br /> PANELISTS:<br /> <p>Neil Eddleston – Managing Director, JCDecaux OneWorld <br /> Betsy Frank – Chief Research & Insights Officer, Time, Inc.<br /> Jeffrey Graham – Executive Director, Customer Insights, The New York Times<br /> Jeff Haley – President and Chief Executive Officer, Radio Advertising Bureau (RAB)<br /> Scott McDonald – SVP, Research, Conde Nast</p> <p>MODERATOR: Richard Marks – Global Head, TNS Media Research</p> <h5>11:15am–12:15pm </h5> <h3>“Non traditional” Measurement: Measuring Moments of Truth</h3> <p>How are marketers measuring audiences in the physical world – specifically in home, out of home, in store and sponsorship? What tools and models exist today and what can we expect in terms of new innovations? Leading agencies will review cases that have used measurement and research to create effective campaigns for marketers. The esteemed panel includes: agencies, research companies and associations who will tackle issues that are critical to non-traditional measurement today. <br /> <br /> MODERATOR: Mike Hess – EVP, Research, Marketing Science and Consumer Insights, Carat</p> <p>PANELISTS:<br /> Suzanne Alecia – President, OVAB <br /> Jeff Eccleston – Vice President, Group Director, Sponsorship Research International (SRi)<br /> Chris Gagen – Senior Vice President & Managing Director, Posterscope USA<br /> Joseph C. Philport – President & CEO, The Traffic Audit Bureau for Media Measurement</p> <h5>12:25pm–1:25pm</h5> <h4>FOOD FOR THOUGHT LUNCHEON</h4> <p>Meet leading industry executives and discuss issues in today’s media measurement world.  Participation is optional and seating is based on advanced registration and availability.</p> <p>Arbitron Luncheon Topics (2 Tables)<br /> <em><strong>Radio in the digital world: Where radio fits in today's media plans.</strong></em> <br /> HOST: Bill Rose, SVP of Marketing, Arbitron Inc.</p> <p><em><strong>Out of home media: Who’s viewing? Who’s listening … And how do we put it all together?</strong></em><br /> Hosted by: Joan FitzGerald, VP of Multimedia Services, Arbitron Inc. </p> <p>comScore Luncheon Topics (4 Tables)<br /> <em><strong>Are You Leaving ROI on the Table?</strong></em><br /> HOST: Gian Fulgoni – Chairman, comScore, Inc. </p> <p><em><strong>comScore’s Panel-Centric Hybrid Approach: Understanding the Next Generation of Digital Audience Measurement </strong></em><br /> HOST: Josh Chasin – Chief Research Officer, comScore, Inc.<br /> <br /> <em><strong>Simplifying the Video Landscape </strong></em><br /> HOST: Tania Yuki – Director, comScore, Inc.</p> <p><em><strong>The Current State of Mobile Media and Census Level Metrics </strong></em><br /> HOST: Evan Neufeld – SVP, comScore, Inc.</p> <p>Rentrak Luncheon Topics (2 Tables)<br /> <em><strong>10 Things You Never Knew About STB Data </strong></em><br /> HOSTS: <br /> Ken Papagan - President & Chief Strategic Officer, Rentrak Corporation<br /> Dr. Michael Vinson - SVP, Analytics, Rentrak Corporation</p> <p><em><strong>The Untold Secrets of the Complete Universe of VOD Users,  The interaction of "push" and "pull" TV</strong></em><br /> HOSTS:<br /> Carol Hinnant – SVP Business Development, Rentrak Corporation<br /> Bruce Goerlich – Chief Researcher, Rentrak Corporation</p> <p>MRI Luncheon Topic (1 Table)<br /> <em><strong>The Advent of Magazine Ad Ratings </strong></em> <br /> HOST: Michal Galin, Ph.D. – SVP/Research, MRI</p> <p>Millward Brown Luncheon Topic (1 Table)<br /> <em><strong>Can’t We All Just Get Along? The Future of Social Media Measurement</strong></em><br /> HOST: Ali Rana – VP Digital Strategy, Dynamic Logic, Millward Brown</p> <p>Innerscope Luncheon Topic (1 Table)<br /> <em><strong>If It Feels Good Do It: Understanding the Links Between Biometrically Measured Emotional Response and Behavior </strong></em><br /> HOST: Dr. Carl Marci – CEO, Innerscope Research </p> <p>Meteor Solutions (1 Table)<br /> <em><strong>WOM ROI, Oxymoron??? How to Measure and Monetize Online Shared Links and Social Media</strong></em><br /> HOST: Ben Straley – CEO, Meteor Solutions </p> <p>Advertising Research Foundation (1 Table)<br /> <em><strong>Managing Online Data with Confidence – ARF Online Research Quality Study Findings</strong></em><br /> HOST: Dr. Ray Pettit – SVP, Research & Standards, The ARF</p> <h5>1:25pm–2:55pm</h5> <h3>What we know about Advertising: Implications for Management and Measurement</h3> <p> What do we really know about advertising? What works and when doesn’t it work? How can we be sure? You can find some answers to these questions in a special issue of the Journal of Advertising Research, published in June 2009. Guest edited by Dr. Yoram Wind and Dr. Byron Sharp, the landmark issue will showcase 21 papers of proven knowledge about advertising. This session will provide a unique opportunity to interact with a number of the key researchers who assembled and analyzed multiple studies to establish what we know or don’t know, and the panel will discuss the implications of these empirical generalizations for management and advertising measurement. All AM 4.0 attendees will receive a copy of the special issue compliments of comScore.</p> <p>MODERATOR:<br /> Dr. Yoram (Jerry) Wind – The Lauder Professor, Director SEI Center for Advanced Studies in Management, The Wharton School</p> <p>PRESENTERS: <br /> Gian Fulgoni – Chairman, comScore, Inc.<br /> Sebastien Lion – Corporate Marketing Science Officer, Mars, Inc.<br /> Joel Rubinson – Chief Research Officer, The ARF<br /> Dr. Byron Sharp – Director, Ehrenberg-Bass Institute, University of South Australia</p> <h5>1:25pm–2:55pm</h5> <h4>KEY ISSUE FORUMS</h4> <p>Attend one of five concurrent tracks of Key Issue Forum research presentations, with three papers presented in each track, followed by Q&A. Also, the session, “What we know about Advertising: Implications for Management and Measurement,” runs concurrent with the Key Issue Forums.</p> <h5>1:25pm–2:55pm</h5> <h3>KEY ISSUE FORUM TRACK #1<br /> Accountability and Measuring ROI</h3> <p>MODERATOR: Giovanni Fabris – Principal/Consultant, Fabris Media Marketing Services</p> <p><em><strong>Measuring & Maximizing ROI by Deconstructing Household Causals </strong></em><br /> Learn how targeting U.S. “sales-responders” (i.e., heavy swing purchasers), has become the most reliable way to increase ROI.<br /> Bill Harvey – Founder & President, TRA, Inc.<br /> Laurent Larguinat – Catalyst Business Development Director, Mars, Inc.</p> <p><em><strong>The Role of Offline and Online Media in Driving Internet Search Behavior and Sales</strong></em><br /> Learn how Internet search behavior impacts traditional marketing mix models, causing them to understate both online and offline media effects.<br /> Wes Nichols – CEO, MarketShare Partners<br /> Angela Reynar – Advertiser Research Manager, Google, Inc</p> <p><em><strong>A New Accountability: Holding Targeters to Their Targets</strong></em><br /> Learn how a correctly measured ad network can increase the accountability of ads distributed through websites. <br /> Jon Gibs – Vice President, Media Analytics, Nielsen Online</p> <h5>1:25pm–2:55pm</h5> <h3>KEY ISSUE FORUM TRACK #2<br /> The Value of Cross-Media, Engagement & Influencer Marketing</h3> <p>MODERATOR: Richard Marks – Global Head, TNS Media Research</p> <p><em><strong>Contemporary Cross-Media Marketing Measures - Engagement Technologies for a Changed Economy</strong></em><br /> Learn how a Wall Street Journal Office Network validity study for Blackberry predicts brand value, engagement and sales for cross-media planning.<br /> Jim Harris – CEO, Wall Street Journal Office Network<br /> Robert Passikoff – Founder & President, Brand Keys, Inc.</p> <p><em><strong>Engagement with In-Game Advertising </strong></em><br /> Find out how the effectiveness of in-game advertising can be measured using neuro-marketing research techniques.<br /> Dan Berlin – Senior Research Associate, OTOinsights<br /> Jeremi Karnell – President, One to One Interactive & Managing Director, OTOinsights</p> <p><em><strong>The Marketing Value of Influencers</strong></em><br /> Discover a new analytical framework for assessing influencer value of word of mouth and the role that media plays in activating influencers.<br /> Ed Keller – CEO, Keller Fay Group<br /> Gregg Liebman – Senior Vice President, CNN</p> <h5>1:25pm–2:55pm</h5> <h3>KEY ISSUE FORUM TRACK #3 <br /> Lessons Learned: Innovation in Panel-Census Measurement </h3> <p>MODERATOR: Mainak Mazumdar – SVP, Measurement Science, Emerging Media, The Nielsen Company</p> <p><em><strong>Hybrid: Innovation in Panel and Census Integration</strong></em><br /> Nielsen unveils its latest innovation—commingling panel with census information, and provides best practices for integration.<br /> Gilles Duterque – VP, Measurement Science, Nielsen Online, The Nielsen Company<br /> Mainak Mazumdar – SVP, Measurement Science, Emerging Media, The Nielsen Company <br /> Herbert Stackhouse – Research Manager, Nielsen Online, The Nielsen Company</p> <p><em><strong>How Online Advertising Works: Wither the Click, Part II</strong></em><br /> comScore will update results on the “view thru” impact of online advertising from the second wave of its industry-leading 2009 study.<br /> Evan Neufeld – VP, Ad Effectiveness, comScore, Inc</p> <p><em><strong>Building the Panel-Centric Hybrid: Lessons from Canada</strong></em><br /> Learn how to integrate site-centric data with panel measurement to create next-generation Internet audience measurement.<br /> Josh Chasin – Chief Research Officer, comScore, Inc.<br /> Dr. Pasquale Pellegrini – Vice President, Research, comScore, Inc.</p> <h5>1:25pm–2:55pm</h5> <h3>KEY ISSUE FORUM TRACK #4<br /> Audience Fragmentation, Commercial Tune-Away & the Decay of Digital Advertising</h3> <p>MODERATOR: Greg Kahn – SVP, Strategic Insights, Optimedia International</p> <p><em><strong>Commercial Tune Away as a Function of Message Frequency: What Can We Learn About Wearout from the Set-Top-Box?</strong></em><br /> Learn how a recent TNS study used set top box and return path data to examine commercial tune out as a function of commercial mix and commercial frequency.<br /> Anne Drake – V.P., Client & Advanced Services, TNS Media Research<br /> George Shababb – President, TNS Media Research</p> <p><em><strong>The Decay of Digital Advertising</strong></em><br /> Discover how the branding impact of digital advertising is driven by frequency of exposure, and how the impact of digital advertising decays over time.<br /> Mike Saxon – SVP, Brand & Communications, TNS</p> <p><em><strong>Size Does Matter. Measuring the Fragmenting Media Marketplace</strong></em><br /> Learn how to leverage the viewing patterns of millions to expand new business lines and increase revenue.<br /> Cathy Hetzel – President, AMI Division, Rentrak Corporation<br /> Caroline Horner – Dish Network, GM, Research and Viewer Measurement, Dish Network</p> <h5>1:25pm–2:55pm</h5> <h3>KEY ISSUE FORUM TRACK #5<br /> Cross-Media Measurement Breakthroughs</h3> <p>MODERATOR: Glenn Enoch – VP, Integrated Media Research, ESPN, Inc.</p> <p><em><strong>Fusing the Consumer to Cross Media</strong></em><br /> Get the first insights from Nielsen's fusion of TV, Internet and Mobile measurement with data from 25,000 MRI and 125,000 Nielsen Homescan consumers.<br /> Glenn Enoch – VP, Integrated Media Research, ESPN, Inc.<br /> Howard Shimmel – SVP, Media Product Leadership, The Nielsen Company</p> <p><em><strong>Will an IPA TouchPoints Initiative Work in the US?</strong></em><br /> Learn how “best practice” multiplatform measurement may emerge by combining the UK’s IPA TouchPoints experience with video consumer mapping observation research in the US.<br /> Bill Moult – Founding Partner and CEO, Media Behavior Institute<br /> Lynne Robinson – Research Director, IPA: Institute of Practitioners in Advertising (UK)</p> <p><em><strong>A Different Media Valuation Approach</strong></em><br /> Learn how BIGresearch used Simultaneous Media Usage data to implement a new media value allocation model—a critical ingredient in marketplace success. <br /> Martin Block – Professor, Northwestern University</p> <h4>AFTERNOON SESSION</h4> <h5>3:05pm–4:00pm</h5> <h3>Advertising and Word of Mouth</h3> <p>There has been considerable discussion and debate in the past year about the role of social media as an advertising platform.  What is less discussed, but potentially more powerful for marketers is the role of advertising in sparking word of mouth.  One in five word of mouth conversations include active recommendations to buy or try brands.  This panel will discuss the implications of this phenomenon and suggest new and innovative ways for brands to tap into word of mouth beyond social media alone.</p> <p> PANELISTS:<br /> Colleen Fahey Rush – EVP, MTVN Strategic Insights and Research<br /> Rob Master – Director of North American Media, Unilever<br /> Shiv Singh – VP & Global Social Media Lead, Razorfish</p> <p>MODERATOR: Ed Keller – CEO, Keller Fay Group</p> <h5>4:00pm–4:50pm</h5> <h3>Innovation –New Tools for Media/Market Research            </h3> <p>As 2010 approaches, it’s time to look ahead and see what innovative tools are emerging. This session will highlight four areas that show particular promise: physiological vs. psychological measurement; clicks to bricks” analyses; harnessing insight via online communities and peer-to-peer video capture. These innovative tools use science to teach us about emotional connections. They also help us to better understand: if online campaigns lead to retail sales; if online communities have replaced ethnography as a means to develop rich insights about consumers; how companies learn from their most profitable consumers; and the implications of online becoming mainstream.</p> <p>PANELISTS:<br /> Matt Cutler – Vice President, Marketing & Analytics, Visible Measures Corp.<br /> Michael Desmarais – VP, Strategic Insights and Research, VH1<br /> Francine Faiella – Director, East Coast Digital Media, The Nielsen Company<br /> Carl Marci – CEO, Innerscope Research<br /> Kelli Nardis – Director, Yahoo! Consumer Direct, Yahoo!<br /> Samantha Skey – General Manager, Passenger<br /> Brett Wilson – CEO, TubeMogul, Inc.</p> <p>CO-MODERATORS:<br /> Greg Kahn – SVP, Strategic Insights, Optimedia International <br /> Radha Subramanyam – Global Insight Strategy Leader, Yahoo! </p> <h5>4:50pm–5:00pm</h5> <h4>CLOSING REMARKS </h4> <p><a href="#container">Top »</a></p> 2009-01-26T00:00:00-06:00

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am-09-program

2009-06-30T10:33:32-05:00