2:00pm
Welcome
Scott McDonald, Ph.D. — President & CEO, ARF
Marc Guldimann — Founder & CEO, Adelaide

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2:15pm
Panel
Defining Attention and Measurement Standards
How is “attention” being measured and what is being measured? Is attention measurement “ready for Primetime?” How can and should attention measures be validated? Panelists will share their viewpoints about these attention key issues.
Andy Brown — Strategic Advisor, Catallyze; CEO, The Attention Council
Paul Donato — Chief Research Officer, ARF
Marc Guldimann — Founder & CEO, Adelaide
Dr. Duane Varan — CEO, MediaScience; CEO, Hark Connect
Moderator: Scott McDonald, Ph.D. — President & CEO, ARF

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2:45pm
Presentation
Attention is the Future of Cross Platform Measurement
Recent studies show a 1:1 relationship between TV ad attention and important brand metrics like aided awareness, ad recall and brand search. Attention is also the only measurement yardstick by which advertisers can effectively compare TV, CTV and digital advertising. In this session, gain clarity about the value of eyes-on-screen attention, and learn about Attentive CPM (aCPM), which allows marketers to understand the true engagement of their TV ad CTV ads and make meaningful comparisons to the cost and impact of digital advertising.
Yan Liu — Co-Founder & CEO, TVision

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3:00pm
Interview
A Brand’s Perspective: Building a Measurement Strategy Around Attention Metrics
Anheuser-Busch InBev will share thinking about breaking traditional silos to plan media holistically. How are they building a measurement strategy around attention metrics when other KPIs exist (e.g. Sales, Brand Metrics)? How can other brands prepare to deploy new media metrics like attention? What are some unexpected challenges? How might attention metrics transform the media industry?
Laurel Van Tassel — Senior Media Director, Global Marketing, Anheuser-Busch InBev
Marc Guldimann — Founder & CEO, Adelaide

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3:15pm
Presentation
Media Experiences That Are Meaningful to the Consumer
The media landscape continues to grow in complexity and competitiveness, accelerating the need for media experiences that are meaningful to the consumer. To successfully create impact for brands, creative and placement need to be relevant and valuable. Hear about the key approaches to using attention data from planning to activation and optimization in order to deliver business impact.
Parvati Vaish — VP, Director, Havas Media Group

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3:30pm
Break

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3:50pm
Presentation
How Managing Creative Attention for Brand Growth Can Drive Outsized Outcomes
Because creative is the dominant influence of sales outcomes in campaigns, brands must lean harder into Creative Attention to drive share of voice (SOV), and lower their effective cost per quality exposure. A brand with strong creative can achieve 3X SOV with high attentive exposures with similar media investment. An examination of 42 YouTube ad creatives across seven major CPG brands demonstrates the efficacy of Creative Attention to model efficiency and share of voice to drive sustainable brand growth.
Max Kalehoff — VP, Marketing Growth, Realeyes

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4:05pm
Presentation
Evaluating the Drivers of Attention Across Media and Creative
For OMD, attention is nothing new – they have been preaching its importance for over five years. They have operationalized attention within their agency process to help brands engage in a more meaningful way with their customers. This experience has helped OMD understand how consumers react to certain formats, platforms and creatives – at the service of better outcomes for clients. In this session, hear key learnings on the drivers for attention, from a media and creative perspective.
Britt Cushing — Managing Director, Head of Communications Planning, OMD USA

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4:20pm
Panel
The Future of Attention Measurement
Based on the insights shared during this event, panelists will discuss which measures are showing the greatest promise, if there is room for improvement and whether attention measures should become the new currency, a secondary currency or not be used as a currency.
Max Kalehoff — VP, Marketing Growth, Realeyes
Yan Liu — Co-Founder & CEO, TVision
Parvati Vaish — VP, Director, Havas Media Group
Moderator: Horst Stipp — EVP, Global Business Strategy, ARF

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4:50pm
Closing Remarks
Scott McDonald, Ph.D. — President & CEO, ARF
Marc Guldimann — Founder & CEO, Adelaide

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5:00 – 6:00pm  
Reception