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.
Featured Presentations
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
Access Presentation
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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
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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David is editing.
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
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KEYNOTE
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
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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
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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
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
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Closing Remarks
Scott McDonald, Ph.D. – President & CEO, ARF
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