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Tuesday, April 12
Plenary Sessions | 11:00am – 12:00pm |
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Welcome |
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KEYNOTE 2022: A Media Universe Big Bang |
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PANEL REACTIONS Media Ecosystem Disruption & Discussion |
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Roundtable Discussion | 12:00 – 12:20pm An examination of the ideas shared on the morning of Day One.
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Break | 12:20 – 12:25pm
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Concurrent Sessions | 12:25 – 1:40pm Individual tracks, focused on some of the industry’s most pressing issues, followed by moderated discussion. |
| ATTENTION MEASURES | FRONTIERS OF MEASURING MEDIA BEHAVIORS | OPTIMIZING AD CREATIVE IN THE NEW LANDSCAPE | |
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| 12:25 – 12:40pm |
Dentsu’s Attention Economy Project: From Theory to Practice Applying attention predictions to reduce cost and boost sales for Dentsu clients. Joanne Leong – VP, Director, Global Media Partnerships, Dentsu Kelsey Hanlon – Manager, Data & Analytics, TVision Insights Mike Follett – Managing Director, Lumen Research |
Track the Success: TV vs. Other Video Advertising Platforms In-home ethnographic study explaining the differences in reception and advertising impact of TV, BVOD, YouTube and Facebook. Malte Hildebrandt – Managing Director, Screenforce Stefan Schoenherr – Unit Lead Brand & Media, Eye Square |
MISFITS: How Creativity in Advertising Sparks Brand Growth Learn what creativity means in advertising and how to leverage it to grow your brand. Adam Sheridan – Director, Ipsos |
| 12:45 – 1:00pm |
Attention Everywhere The cross-platform measurement solution THAT allows the NBA to better inform its media mix model. Marc Guldimann – Founder & CEO, Adelaide Erik Nylen – Sr. Director, Data Science Lead, NBA |
Not All Frequency is Created Equal Frequency can deliver recency or just pound a message. How much of each is in your campaign and what value does each bring? Ashley Chauvin – Global Associate Director, Human Intelligence, Mars Amy Crooks – Sr. Manager, Research & Development, NCSolutions Leslie Wood – Chief Research Officer, NCSolutions |
The A-B-4C Model of Winning Advertising What is the special sauce that elevates a campaign from mere solid workmanship to the category of advertising artistry? Kristin Carrillo – Senior Manager, Consumer Insights, Del Monte Foods James Forr – Head of Insights, Olson Zaltman Associates Joseph Plummer – Advisor, Olson Zaltman Associates |
| 1:05 – 1:20pm |
Understanding the Relationship Between Creative Attention and Media Performance Pre-flight and in-flight creative attention scores predict ad wear-out and campaign effectiveness. Max Kalehoff – VP Marketing, Growth, Realeyes Tristan Webster – SVP, Product & Operations, TVision |
Augmented Reality, Neuroscience & Measuring Audience Engagement Snap, Inc. & Alter Agents use agile neuroscience to measure audience engagement and attention surrounding AR experiences. Heather O’Shea – Global Head of Ad Research & Insights, Snap Devora Rogers – Chief Strategy Officer, Alter Agents |
Building the Ultimate Ad Experience How NBCUniversal leveraged ongoing testing and optimization to develop breakthrough ad solutions on Peacock. Lyndsey Albertson – VP, Measurement & Impact, NBCUniversal Nicole Pegg – VP, Ad Experience & Ad Product Strategy, NBCUniversal |
| 1:25 – 1:40pm |
Quantifying the Value of Meaningful Media Attention within a publisher environment. Jon Waite – Global Head of Activation, Havas Media Group Caroline Hugonenc – SVP, Research & Insights at Teads France |
Using Advanced Audiences to Drive Automotive Wins How Pursuit TV garnered superior reach, consistent engagement, and incremental viewership with niche automotive intenders to win big over network competitor using Comscore Advanced Audiences™. Scott Boos – CRO, Pursuit Media, LLC Lisa Casparian – Account Manager, Television, Comscore Gordon Jones – VP, National Television, Comscore |
Growing ROI with YouTube ABCDs Creative Effectiveness Guidelines Build effective ads on YouTube with key creative elements that drive sales as proven by Nielsen. Ariane Le Port – Global Creative Effectiveness Lead, Google Arthur Anglade – Advertising Research Manager, Google Ignacio Mamone – Manager, Nielsen |
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Break | 1:40 – 1:45pm
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Concurrent Track Panel Discussions | 1:45 – 2:05pm Presenters in each track participated in a moderated discussion. |
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ATTENTION MEASURES MODERATOR |
FRONTIERS OF MEASURING MEDIA BEHAVIORS MODERATOR |
OPTIMIZING AD CREATIVE IN THE NEW LANDSCAPE MODERATOR |
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Break | 2:05 – 2:10pm
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Plenary Sessions | 2:10 – 3:00pm |
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FIRESIDE CHAT Media Consumption Today and the Multi-Currency Marketplace Viewing habits are changing — whether it’s a proliferation of content choices, or devices on which to watch them. With multiple players in the marketplace offering forms of measurement currency, how does Nielsen plan to remain the currency of choice? How could a multi-currency market work in practice? Nielsen’s Chief Data and Research Officer, Mainak Mazumdar, discussed the company’s plans for Nielsen ONE in today’s multi-currency marketplace. |
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FIRESIDE CHAT Go Big or Go Home CBS Corp. and CBS Vision executive, Radha Subramanyam, Ph.D., offered bold media and measurement predictions—from a media company perspective. |
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The Last Word Anchor commentators shared their perspectives on what they heard throughout Day One. |
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Closing Remarks |
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Wednesday, April 13
Plenary Sessions | 11:00am – 12:00pm |
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Welcome |
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KEYNOTE DISCUSSION Perspectives on Measurement and Why it Matters |
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PANEL DISCUSSION What is the Value of Time in Advertising? |
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Roundtable Discussion | 12:00 – 12:20pm An examination of the ideas shared on the morning of Day Two. | |||
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Break | 12:20 – 12:25pm
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Concurrent Sessions | 12:25 – 1:40pm Individual tracks, focused on some of the industry’s most pressing issues, followed by moderated discussion. |
| DIVERSITY IN ADVERTISING | AUDIENCE-DRIVEN TRENDS IN MEDIA | ART & SCIENCE IN AD CREATIVE | |
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| 12:25 – 12:40pm |
Diverse Reactions: Getting Diversity and Inclusion Right in Advertising Representation isn’t enough. To get diversity right in advertising, you need universally inclusive storytelling. Deepak Varma – Head of Neuroscience Insights – NA, SE Asia & Pacific, The Kantar Group |
The FAST and the Furious: Does the Rise of SVODs Imply Consumers Reject Ad-Supported Content? Consumers don’t see ads as a zero-sum game – understand how this complex issue adds up for marketers. Jon Giegengack – Founder & Principal, HUB Entertainment Research David Tice – Consultant, HUB Entertainment Research |
Doldrum of COVID Leads to Breakthrough Creative COVID consumer research sparks creative copy idea. Edward Babcock – Sr. Manager, Insights & Analytics, PepsiCo Kevin Moeller – Head, Consumer Insights & Analytics, PepsiCo |
| 12:45 – 1:00pm |
Overcoming the Diversity Gap in Mobile Gaming D&I in gaming matters for society and in business. Chloé Gingrich – Global Insights Strategist, Gaming & eCommerce, Meta Stephen Gray – Vertical Research Manager, Meta |
Welcome to the Age of Intentionalism Intentionalism is a motivator of consumer expectations. Brands need to be as intentional as consumers. Mukta Chowdhary – VP, Cultural Insights, WarnerMedia |
Getting Creative Right: The Dynamics of Interactive Video Ads Comparison of interactive vs. linear video ad formats, highlighting new challenges and opportunities. Duane Varan – CEO, MediaScience |
| 1:05 – 1:20pm |
Path Forward: Identity, Representation & Authenticity An actionable playbook for advertisers to address diversity, equity, and inclusion in a multicultural world. Jill Rosengard Hill – EVP, Global Media & Entertainment, Magid Dana Sparber – VP, Insights & Research, NBCUniversal Lauren Zweifler – SVP, Insights & Research, NBCUniversal |
Is Hollywood Losing its Influence Over Global Audiences? Analyzing the shift in European SVOD audience behavior and what it means for U.S. productions. Matt Ross – SoDA Product Manager Digital I |
One Size [Does Not] Fit All Optimizing Audio Strategies for Success A multi-channel, varied-creative approach is a critical key to success in audio & podcast advertising. Korri Kolesa – Chief Revenue Officer, Veritonic Jenny Nelson – EVP, Marketing Solutions & Strategy, Audacy |
| 1:25 – 1:40pm |
Inclusive Content is Good for Business Understanding viewership and the impact of advertising in inclusive content. Charlene Polite Corley – VP Diverse Insights & Partnerships, Nielsen |
Audience Trends for Products with Supply Constraints See what trends marketers are deploying to navigate a supply-constrained environment. Michael Tscherwinski – Media Principal, IRI |
Tension Hunting: A New Method for Audience Loyalty Kickstart your brands’ journey to locking in audience loyalty through Tension Hunting, a new method to disrupt the status quo. Chris McCarthy – EVP, Brand and Innovation Strategy, Kantar |
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Break | 1:40 – 1:45pm
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Concurrent Track Panel Discussions | 1:45 – 2:05pm Presenters in each track participated in a moderated discussion. |
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DIVERSITY IN ADVERTISING MODERATOR |
AUDIENCE-DRIVEN TRENDS IN MEDIA MODERATOR |
ART & SCIENCE IN AD CREATIVE MODERATOR |
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Break | 2:05 – 2:10pm
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Plenary Sessions | 2:10 – 3:00pm |
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PANEL Managing the Transition to a Multi-Currency Market |
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The Last Word Anchor commentators shared their perspectives on what they heard throughout Day Two. |
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Closing Remarks |
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Thursday, April 14
Plenary Sessions | 11:00am – 12:00pm |
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Welcome |
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KEYNOTE The Generation Myth |
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COUNTERPOINT Generations are Messy but Meaningful |
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DISCUSSION More Perspectives on Generational Marketing 11:45am – 12:00pm |
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Roundtable Discussion | 12:00 – 12:20pm An examination of the ideas shared on the morning of Day Three. | |||
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Break | 12:20 – 12:25pm
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Concurrent Sessions | 12:25 – 1:40pm Individual tracks, focused on some of the industry’s most pressing issues, followed by moderated discussion. |
| APPROACHES FOR RECONCILING PRIVACY WITH TARGETING | INNOVATION IN VIDEO MEASUREMENT | NEW METHODS TO VALIDATE AUDIENCE ESTIMATES | |
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| 12:25 – 12:40pm |
Privacy Safe Approach to Ecommerce Audience Quality Measurement An audience performance analysis based on online pet-food purchase behavior on Amazon Marketing Cloud. Souptik Datta – Sr. Director, Managing Partner, Data Science & Advanced Analytics, GroupM Business Sciences Zulema Doiny-Cabre – Analyst, Data Science, GroupM Business Sciences |
Understand the Impact of Your TV Viewing Data Source STB data produces a more robust, accurate lift measurement for linear TV ad exposure. John-Michael Del Valle – Head of TV Specialist Team, LiveRamp |
Enabling Alternative TV Measurement for Buyers and Sellers End-to-end TV advertising capabilities, employing STB Data, Smart TV data and Ad tech for planning, campaign creation, reporting and attribution. Pete Doe – Chief Research Officer, Xandr Caroline Horner – Chief Product Officer, 605 Mark Mitchell – VP, Business Development, Xandr |
| 12:45 – 1:00pm |
Privatized Measurement Compare two leading privacy-preservation techniques and understand the role they play in the future of MTA. Allyson Dietz – Product Marketing, Neustar |
Breaking Down the Garden Walls of Streaming vs. Linear What the audiences look like when comparing SVOD, AVOD, and Linear streaming. Brian Fuhrer – SVP, Product Strategy & Thought Leadership, Nielsen |
Leveraging Purchase Signals to Drive Growth Unlock audience insights that set smarter baselines for future campaigns. Lisa Mulyk – Principal, SVP Strategy Solutions Group, IRI Liz Ryan – Client Lead, Media Center of Excellence, IRI |
| 1:05 – 1:20pm |
Breaking the Myth: Privacy-Forward Audience Targeting Can Drive Performance A look at Comscore Predictive Audiences, which promises a more elevated value exchange for everyone. Kao Choua Vue – Media Director, H&L Partners David Kaufman – Executive of Partnerships & Business Development, Polk Automotive Solutions, IHS Markit Jessica Trainor – VP, Ad Platform Partnerships, Comscore |
ACR Data Uncovers the Inefficiencies of Linear TV Ad Delivery Shifts in viewing behavior have made achieving optimal reach and frequency the key challenge for every TV advertiser. Justin Fromm – Head of Research, LG Ads |
The Exploding Complexity of Programming Research, and How to Measure It, When Content is King New ways to achieve standardized metrics across all distribution end-points for programming decisions. Michael J. McGuire – VP, Management Science Associates Joan FitzGerald – CEO, Data ImpacX |
| 1:25 – 1:40pm |
What’s Next: The State of Ad Measurement Identifiers Learn more about the state of current identifier availability and its use in measuring ad outcomes. Kevin Whitcher – VP of Product, Enterprise Applications, DISQO |
The Cross-Platform Measurement Shift: Content to Ad Exposure The evolution of measurement – from content to ad exposure – needs currency-grade analytics and metrics to deliver a unified view of linear and CTV campaigns. Bob Ivins – Chief Strategy Officer, TVSquared by Innovid |
Bridging the Gap Between Linear and Digital Measurement Best practices on bringing linear TV audience measurement into the cross-platform brand lift fold. Stephanie Gall – Senior Product Manager, Measurement, Lucid Karen Biedermann – Director, Media Insights, Samba TV |
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Break | 1:40 – 1:45pm
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Concurrent Track Panel Discussions | 1:45 – 2:05pm Presenters in each track participated in a moderated discussion. |
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APPROACHES FOR RECONCILING PRIVACY WITH TARGETING MODERATOR |
INNOVATION IN VIDEO MEASUREMENT MODERATOR |
NEW METHODS TO VALIDATE AUDIENCE ESTIMATES MODERATOR |
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Break | 2:05 – 2:10pm
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Plenary Sessions | 2:10 – 3:00pm |
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PRESENTATION Redrawing the Marketing Plan—How to Activate Brands Effectively for GenZ |
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PRESENTATION Behavioral Marketing to Grow Streaming Services? |
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The Last Word |
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Closing Remarks |
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