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AUDIENCExSCIENCE

AUDIENCExSCIENCE, the agenda-setting conference on audience growth and measurement, gathers a cross section of industry leaders to address today’s measurement and growth challenges, while bringing the future into sharp focus.

View photos from the event.

Read the media coverage of AUDIENCExSCIENCE 2019.


Featured Presentations

Day 1, April 15, 2019 – KEYNOTE & INTERVIEW

Advertising in a Modern Media Company
People are consuming more content than ever before. And though the combination of data and technology have made advertising more precise, but we are still facing challenges. As the landscape changes for the better, how does the industry help make advertising matter with more relevant messages through the responsible use of consumer insights and technology?
Rick Welday – President, Xandr Media – AT&T’s Advertising Company
Interviewer: Jane Clarke – CEO, Managing Director, CIMM; Board of Trustees Member, ARF

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PRESENTATION & INTERVIEW

Transforming Measurement
A call to action for the media industry to join together to unlock a new era of growth. Learn about recent media trends and understand emerging measurement scenarios.
Megan Clarken – Chief Commercial Officer, Nielsen Global Media
Interviewer: Scott McDonald, Ph.D. – President & CEO, ARF

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PRESENTATION & INTERVIEW

Planning in an AI World
The increased prevalence of auction-based advertising systems is shifting media planning from manual decision making and buying towards automation. To drive advertiser value through increased automation, the signals used in optimization must be high quality and aligned with the advertiser’s bottom line business goals. How is AI is being used today in planning and measuring, and what it means for the role of agencies, advertisers and platforms?
Brad Smallwood – VP, Marketing Science, Facebook
Interviewer: Mainak Mazumdar – Chief Research Officer, Nielsen
No post-event content available, per speaker request.


CONCURRENT SESSIONS – WINNING PAPERS & SOLUTIONS
What’s in a Name:Identity, Targeting & Validation

The Programmatic Underbelly That No One is Talking About
More attention needs to be given to the quality of audience segments.
Charles Buchwalter – President, Buchwalter Media Consulting
Sherman Langford – Sr. Director Data Science, Oracle Data Cloud
Ted McConnell – SVP, Business Development, Lucid, LLC

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Accuracy in Multicultural Audience Segments
Assigning multi-cultural identity and industry accuracy rates.
Alice Sylvester – Partner, Sequent Partners
Jim Spaeth – Partner, Sequent Partners

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Which Online Audience – Targeting Data Drives Greatest Impact?
How the type of targeting data used to reach online consumers drives results, or not.
Dena Feiger – Director Marketing Effectiveness, Nielsen
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To Have and Have Not
Identity map meta-analyses helps marketers build different targeting strategies for audience inclusivity.
David Kingsbury – Consultant, IRI
Travis Barnes – Product Marketing Lead, Identity, LiveRamp

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Deterministically Mapping Path to Purchase
Using scaled deterministic purchase data allows for pinpoint accuracy in mapping a consumer’s digital journey.
Jennifer Pelino – SVP, Omni Channel Media, IRI

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Who’s Really Watching: OTT & Advanced TV

Counting the Right Viewers in OTT Measurement
OTT audience measurement requires a census-based methodology.
Oana Dan – Director, Data Science, Nielsen

No post-event content available, per speaker request.


More Than Impressions: OTT in the TV Daypart Model
How OTT viewing mirrors, and breaks through, the traditional linear daypart model.
Dan Robbins – Director, Head of Ad & Programming Research, Roku
Tristan Webster – VP, Client Solutions, TVision

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Under the Hood of OTT Measurement
Ad effectiveness using automatic content recognition instead of opportunity-to-see.
Blaine Bush – Junior Research Engineer, MAGNA Global
Dan Robbins – Director, Head of Ad & Programming Research, Roku

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In or Out?
An exploration of target performance in advanced television.
Sunil Soman – Sr. Director, Measurement Innovation, WarnerMedia

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Audio and Video at the Intersections of Digital Video and Linear TV
A deep dive into the previously unmeasured OOH linear TV audience.
Laura Gambino – Data Scientist, Omnicom Analytics
Paul Lindstrom – Head of Research & Analytics, Tunity Analytics

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Creative In Context

The New Primetime is Personal

Consumers place the highest value on content that speaks to their personal passions and interests.
Kevin King – Agency Measurement Lead, Google
Slaine Jenkins – VP, Research & Strategy, Insight Strategy Group
Abby Thorsgaard – Manager, Primary Research, Omnicom Media Group


Quantifying and Aligning Emotion
Drive greater engagement through emotional alignment.
Mike Bloxham – SVP, Global Media & Entertainment, Magid
Liz Huzarik – EVP, Media Research & Insights, Warner Bros. Entertainment

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Using Creative to Drive ROI on Twitter
Analysis of 55 Twitter creatives to identify which elements were most correlated with ROI.
Nathaniel Greywoode – Advanced Analytics Lead, Marketing Insights & Analytics, Twitter
Michelle Grushko – Data Scientist, Marketing Insights & Analytics, Twitter


Business Impact of Women’s Presence in Advertising
Improving the presence and portrayal of women in advertising.
Rebecca Azevedo – Marketing Science Agency Partner, Facebook

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What’s in a Name: Identity, Targeting & Validation

How a Truth Set Can Power Data Accuracy Verification
Benchmarks and best practices.
Maria Domoslawska – VP of Insights, Ericsson Emodo
Jake Moskowitz – Head, Emodo Institute

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Calibrating Bias in Online Samples for High Quality Surveys at Scale
Debiasing online survey panel data.
Steven Millman – Chief Scientist, MRI-Simmons

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A Segments Journey
Addressing consistency of consumer audience segments across platforms.
Pete Doe – CRO, clypd
Bryan Donovan – VP, Data Strategy & Acquisition, Acxiom
Joshua Pisano – SVP, Data Innovation & Strategy, MRI-Simmons

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Analyze This: Combining Panels & Servers
Presentations + Panel
Combining Random Forest Technique and Algorithmic Simulations
Build an effective viewer attribution model.
Praveen Tripathi – Founder & CEO, Magic9 Media & Analytics Pvt Ltd India
Derrick Gray – Chief of Measurement Sciences, BARC India

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How to Use Hybrid Measurement Methods
Resolve advertisers’ key concerns in connected TVs.
Andrew Cheng – Business Development, CSM Media Research
Zod Fang – Head of Data Center & Knowledge, GroupM China

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How to Measure TV Ad Exposure
Comparing passive vs. OTS methods of TV exposure accuracy.
Corey Jeffery – SVP, Global Head of Product Leadership, Kantar Insights

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E Pluribus Unum
Single source functionality in a multi- sourced world.
Josh Chasin – CRO, comScore
Frank Pecjak – SVP, Statistical Services, comScore
Permission to post content not yet received.


Creative In Context
AI and Machine Learning for Creative Development
Predicting ad development across markets.
Dinesh Gopinath – Global Head of Products, Kantar Analytics

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Attention Amplifiers: Eye Tracking
How brand ads in premium formats boost attention to subsequent performance ads.
Michael Follett – Managing Director, Lumen Research

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Motivational Targeting + Context = Branding/Sales Lift
Context effects on sales and branding equal targeting effects.
Bill Harvey – Founder & Chairman, RMT
Gaurav Shirole – Group VP, Product & Client Solutions, 605

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Premium Pods
When they’re worth it, when not, and how to know.
Eldaa Daily – Research Director, Ameritest


Standards, Research and Rationale
The MRC just released its proposed standards for cross-platform metrics. Scheduled to go into effect in 2020, these standards could impact where advertisers place billions of dollars. Some agencies would like to see more conservative standards but some media and research companies say the standards cannot be met. Hear a summary of the proposed standards and the supporting research.
George Ivie – CEO and Executive Director, Media Rating Council

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Going Beyond :30s, :15s or :06s:
Why neuroscience says we need a :01 strategy in mobile. Most existing research about mobile advertising is based on eye tracking, surveys and log file analysis. How is the cognitive process triggered and what does it means for brands and advertising creative?
Vas Bakopoulos – Head of Research & Insights, Mobile Marketing Association

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Advance Toward Digital Audience Quality
With billions of dollars spent annually on digital audiences, there is surprisingly little transparency or accountability. Given noteworthy contradictions in performance assessment across validation methods, how should the industry navigate these conflicting results? Gain guidance towards a shared understanding of standards that drive accountability and empower stakeholders.
Robin Opie – Group VP, Data Science, Oracle
Interviewer: Paul Donato – Chief Research Officer, ARF

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Grow Your Brand With Better Audience Targeting
In today’s digital heavy world, there are many ways to find audiences. However, connecting with your audience in a meaningful way, at the right time and in the right place requires finding and leveraging the best data quality audiences. Learn how improving audience targeting can reduce ad spend and build brand loyalty.
Nishat Mehta – President, Media, IRI
Interviewer: Barb Murrer – Senior Director, Global Marketplace Insights, Levi Strauss & Co.; Chair, Board of Directors, ARF

 


See who the Journal of Advertising Research recognized with best paper honors.


Paving the Way for News Organizations
The New York Times has continued to grow and find new audiences during a disruptive time in the publishing industry. What are their growth strategies? And, how are these strategies paving the way forward for other independent news organizations?

Lisa Ryan Howard – SVP, Advertising & General Manager, Media, The New York Times

Permission to post content not yet received.


WOMEN IN ANALYTICS BREAKFAST: The FQ Lounge @ ARF AUDIENCExSCIENCE
The ROI of Equality
Equality isn’t just the right thing to do; it’s also a competitive advantage. Consider this: Fortune 500 companies that aggressively promote women realize 34% higher profits than those that do not. Women working at their full potential could add $28T to global GDP by 2025. Companies with more women in leadership enjoy 1.7X stronger leadership, 1.4X sustained profitable growth, and 1.5X stronger growth culture. In the ROI of Equality, Shelley Zalis explores why advancing women is a business imperative and how to make equality a reality.
Shelley Zalis – CEO, The Female Quotient & Founder, The Girls’ Lounge


April 16, 2019 – Day Two – KEYNOTE

Opening Remarks
Scott McDonald, Ph.D. – President & CEO, ARF


Marketing Effectiveness in the Digital Era
Over the last 10 years, Les Binet and Peter Field have become known as “The Godfathers of Effectiveness,” thanks to their ground-breaking work with the IPA. In this talk, Les will present some brand new research, which looks at how the rules of marketing effectiveness need to be adapted to the digital age. Are consumers choosing brands in a different way? Do online brands need a different approach to offline ones? Do subscription models change everything? He’ll show how the rules of effectiveness need to flex in a digital world, and what that means for strategy, budgets and media.
Les Binet – Head of Effectiveness, adam&eveDDB
Introduction by Suzanne Grimes – EVP, Marketing for CUMULUS MEDIA and President, Westwood One

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The Race to Own the Future of TV
Billions of dollars are at stake for whichever company can win the attention of younger generations, who are replacing traditional TV with other mediums such as mobile video and SVOD services. While technology companies are looking to upend the traditional TV landscape, networks are starting to hit back through consolidation, more innovative distribution and bigger investments. Hear POVs and plans.
Julie DeTraglia – VP and Head of Research, Hulu
Natasha Hritzuk – VP of Consumer Insights, WarnerMedia
Ali Rana – Global Head of Measurement and Business Partnerships, Snapchat
Moderator: Sara Fischer – Media Reporter, Axios

 


Seeking a Framework for Measurement
There are a lot of companies putting out myriad measurement products but are they what CBS, and indeed the larger marketing ecosystem, want or need? Industry leader Radha Subramanyam lays out the latest thinking about measurement and research, as well as the relationship between traditional and big data approaches.
Radha Subramanyam, Ph.D. – EVP, Chief Research and Analytics Officer, CBS Television Network
Interviewer: Scott McDonald, Ph.D. – President & CEO, ARF

Permission to post content not yet received.


CONCURRENT SESSIONS – WINNING PAPERS & SOLUTIONS

Future of Marketing Allocation & Media Planning

Building Brands
Using consumer buying behavior to inform a winning advertising strategy.
Joanie Kwok – Director, Anheuser-Busch
Leslie Wood – CRO, Nielsen Catalina Solutions

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Old + New
The importance of foundational effective media planning principles in new digital ad formats.
Deven Patel – Head of Ad Research, Snap Inc

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The Future of Audience-Based Buying
Learnings from recent TV campaigns leveraging highly-targeted audience segments.
Carol Hinnant – EVP, National Television Sales, comScore
Jeff Boehme – SVP, TV Research, comScore

Permission to post content not yet received.


From Proxy-Based Optimization to People-Based Optimization
Target the “Persuadables” within your target audience.
Ken Archer – VP of Product, Survata

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Cross-Platform Insights Every Influencer Will Cite This Year
How advertisers and agencies use insights from cross-platform ad measurement to optimize how they connect with consumers.
Marissa McArdle – VP, Digital Product Leadership, Nielsen

No post-event content available, per speaker request.


Attention, Please!

Exploring the Multiple Dimensions of Attention
In order to measure attention towards video stimuli, you should be measuring ‘inattention.’
Claire Charron – Research Manager, Market Insights, Google
Duane Varan, Ph.D. – CEO, MediaScience

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Why Video Advertising Works and How it Works
Why the lean-back medium TV is more successful than lean-forward platforms in ad effectiveness studies.
Guido Modenbach – Managing Director, SevenOne Media
Gerald Neumueller – Director of Research, SevenOne Media

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Quality Attention
Building an AI for minimum effective dose.
Adam Heimlich – President, Parsec Media
Erik Nylen – Head of Data Science, Parsec Media

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Multi-Screening Around the World
Study reveals attention distribution across different media devices while watching TV.
Stephen Gray – Consumer Researcher, Facebook
Susann Szukalski – Senior Research Consultant, eye square GmbH

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Impact of Ad Length on Advertisement Viewership
Higher length of an advertisement risks a lower audience size for an ad.
Srikanth Ayithy – Manager, Data Insights, Team BARC, Magic9 Media & Analytics Pvt Ltd India
Praveen Tripathi – Founder & CEO,
Magic9 Media & Analytics Pvt Ltd India

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Audience Measurement Unbound

The Keys to Success in Influencer Marketing
The role of AI and the ways in which brands are successfully using influencer marketing to increase sales lift.
Ryan Detert – CEO, Influential
Mariana Torres-Lastra – Consultant, Media Center of Excellence, IRI
Joanna Von Felkerzam – SVP, Global Director Analytics, Spark Foundry Worldwide

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Podcast Advertising Impact
Attribution measurement provides definitive proof.
Chris Peck –VP, Client Consulting, Nielsen
David Shiffman – SVP National Research, iHeartMedia

No post-event content available, per speaker request.


Feed In-Flight Optimization
Use weekly offline sales information to quickly increase lift.
Jennifer Pelino – SVP, Omni Channel Media, IRI
Vincent Rinaldi – Head of Addressable Media and Technology, The Hershey Company

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Erwin Ephron Demystification Award
The Erwin Ephron Demystification Award honors, inspires, and promotes the analytical minds that challenge conventional thinking and easily translate ideas into action. Celebrate this year’s recipient, Leslie Wood, Chief Research Officer at Nielsen Catalina Solutions.

Learn more about Leslie Wood, the 2019 recipient of the Erwin Ephron Demystification Award.

 


CONCURRENT SESSIONS – WINNING PAPERS & SOLUTIONS

Are You on Track:Fine-Tuning Attribution

A Practitioner’s Introduction to Attribution
Measuring what matters the right way – and at scale.
Mericcan Usta – Sr. Data Scientist, GroupM

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Online To Offline
Measuring the impact of social content on sales.
Sara Grimaldi – Sr. Director, Measurement & Insights, Fullscreen Media

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Attribution and Identity: A Codependent Relationship
Constructing an unbiased identity graph is paramount to the integrity of attribution and marketing investment decisions.
Michael Finnerty – Group Director, Product, Neustar
Robert Stratton, Ph.D. – Senior Group Director, Neustar

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Hear Me, See Me,Feel Me

Brand Purpose and Cinema
A new way to assess the role of a medium in the context of all channels.
Catherine Moger Rickwood – VP, North America, MESH
Jennifer Friedlander – Director, Custom & Marketing Research, ScreenVision
Doug Pulick – SVP, Strategic Insights & Analytics, NCM

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Does Highly-Awarded Audio Creative Sell?
A look at award-winning audio, revealing the impact of creative on purchasing.
Pierre Bouvard – Chief Insights Officer, Cumulus MediaWestwood One
Scott Simonelli – Co-Founder & CEO, Veritonic
Chris Smith – Writer and Brand Creative Group Head, The Richards Group

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Utilizing Artificial Neural Networks
Effective ad curation and maximizing audiences during TV breaks.
Beth Egan – Associate Professor, Advertising, Syracuse University

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Raise Your Standards:Metrics that Matter
Cross-Platform Council Presents:

Mind the Gap: Metrics for a Multi-Platform Age
The industry’s focus on obtaining valid cross- platform metrics raises fundamental questions: What metrics should be considered in measuring cross-platform exposure and effectiveness? What gaps need to be filled in order to plan or buy on these metrics? Hear the perspectives of leaders from five different media.
Rachel Clayton – Sr. Director, Data Innovations, Cox Media Group
Britta Cleveland – SVP, Research Solutions, Meredith Corporation
Kym Frank – President, Geopath
Beth Rockwood – SVP, Portfolio Research, Turner
David Shiffman – SVP National Research, iHeartMedia
Daniel Slotwiner – Director, Advertising Research, Facebook
Moderator: Charles Buchwalter – President, Buchwalter Media Consulting

Permission to post content not yet received.


Main Stage Presentations

Can Data Privacy Be Good for Brands?

Data breaches and privacy scandals are bringing data protection into the awareness of consumers, and their anxiety is on the rise. Yet at the same time, surveys indicate that transparent and responsible use of data – use that actually benefits the customer – can and does build consumer loyalty. How can brands take advantage of data privacy and protection to help drive their business, rather than having their ability to innovate restricted?
Dan Linton – Managing Director, Analytics, W2O Group

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Presenting the ARF Code of Conduct

The complexity of issues surrounding data ethics and advertising has given rise to questions such as “Who owns your data?” “How will GDPR and CCPA affect U.S. practices?” and “What are the merits of new laws vs. self-regulation?” In response, the ARF has created a Code of Conduct that is intended to serve as a unique supply chain of trust for the research community.
Paul Donato – Chief Research Officer, ARF

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Too Much Math, Too Little Meaning
How to gain insight in a world of data explosion. Observations on how the mistakes we are making in leveraging big data are affecting advertising and marketing.
Rishad Tobaccowala – Chief Growth Officer and Member of the Management Committee, Publicis Groupe Interviewer: Scott McDonald, Ph.D. – President & CEO, ARF


Closing Remarks

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


 

  • Topics
    • Ad Effectiveness & ROI
    • Analytics & Data Science
    • Audience & Media Measurement
    • Creative & Branded Content
    • Past Event Highlights
    • Research & Data Quality
    • Targets & Segments
  • Find a Solution
    • 2024 Top Member Questions
  • Publications
    • News You Can Use
    • Knowledge at Hand
    • Journal of Advertising Research
    • CMO Briefs

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