What’s in a Name: Identity, Targeting & Validation
Advertisers have largely moved beyond targeting age and gender segments to focus more on advanced audiences. Have industry practices kept up? How confident are we in the quality of datasets being used for targeting? What are the best-in-class methods for building and validating audiences?
Who’s Really Watching: OTT & Advanced TV
Demystify how viewers choose when to stream and when to tune. Gaining a better understanding of campaign response by audience segment will ultimately drive better campaign performance. How does OTT viewing mirror — and break through — the traditional linear daypart model?
Creative in Context
Get answers to important questions raised about how the relationship between placement and creative affects ROI. How can AI/ML improve outcomes? How does position impact results? Why does goal-oriented attention really matter? How can you drive greater engagement through emotional alignment?
Analyze This: Combining Panels & Servers
How do we get to hybrid measurement? What are best practices for building an effective viewer attribution model? Learn how an integrated application of traditional samples and census-level big data can help solve invalid traffic.
Future of Marketing Allocation & Media Planning
What are the key short-term performance indicators to understand brand penetration and equity? How do you grow a brand? What are the key features to a winning advertising strategy? Case studies illuminate how advertisers can optimize audience-based buying on TV and on digital platforms.
Attention and “inattention” are important variables in accounting for a campaign’s success or failure. How can AI play a role in optimizing towards brand lift? Why does advertising effectiveness vary for different audiovisual channels and how do you arrive at an optimum length of an advertisement?
Are You on Track: Fine-Tuning Attribution
Advertisers increasingly want to assess campaign effectiveness using sales as the criterion of success, but struggle how to value upper-funnel activities. How can inflight optimization best be employed? Why does constructing an unbiased identity graph strengthen attribution and marketing investment decisions?
Hear Me, See Me, Feel Me
TV gets attention, but “other media” also play an important role in influencing consumers. How does Cinema’s engagement value and brand positivity persuade consumers? What are the best audio practices to drive business, including how podcast environments provide unique brand impact?
Raise Your Standards: Metrics that Matter
Presented by the ARF Cross-Platform Council:
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.