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ARF AUDIENCExSCIENCE 2022

AGENDA

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Tuesday, April 12

Plenary Sessions | 11:00am – 12:00pm


Welcome
11:00 – 11:05am

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

 


KEYNOTE

2022: A Media Universe Big Bang
11:05 – 11:35am
That rumble you’re feeling is the Media Industry amidst a major paradigm shift. The Media Universe’s official unofficial Cartographer Evan Shapiro took us through the newly reshaped ecosystem, and offered predictions about bigger changes to come, as well as who’s likely to come out on top in the Media War for attention.

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Evan Shapiro
CEO-Producer-Pundit-Strateregist, ESHAP;
Adjunct Professor, Fordham and NYU

 


PANEL REACTIONS

Media Ecosystem Disruption & Discussion
11:35am – 12:00pm
Discussants representing different parts of the media industry shared their POVs about Evan Shapiro’s predictions.

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Kate Brady
Head of Media Innovation & Partnership Development
PepsiCo North America

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Margaret Coles
EVP, Head of Brand Portfolio
Edelman Data & Intelligence

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Dan Wish
VP, Insights, Global Oral Care
Colgate-Palmolive

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Andy Fisher
Head of Merkury Advanced TV
Merkle
moderator

 


Roundtable Discussion | 12:00 – 12:20pm

An examination of the ideas shared on the morning of Day One.

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Horst Stipp, Ph.D.
EVP, Research
ARF
moderator

 


Break | 12:20 – 12:25pm

 


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
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 LeongVP, Director, Global Media Partnerships, Dentsu
Kelsey Hanlon Manager, Data & Analytics, TVision Insights
Mike FollettManaging 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


Break | 1:40 – 1:45pm

 


Concurrent Track Panel Discussions | 1:45 – 2:05pm

Presenters in each track participated in a moderated discussion.

ATTENTION MEASURES

MODERATOR
Jon WattsManaging Director, CIMM

FRONTIERS OF MEASURING MEDIA BEHAVIORS

MODERATOR
Horst Stipp, Ph.D.EVP, Research, ARF

OPTIMIZING AD CREATIVE IN THE NEW LANDSCAPE

MODERATOR
Barb MurrerVP of Global Marketplace Insights at Levi Strauss & Co.


Break | 2:05 – 2:10pm

 


Plenary Sessions | 2:10 – 3:00pm


FIRESIDE CHAT

Media Consumption Today and the Multi-Currency Marketplace
2:10 – 2:25pm

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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Mainak Mazumdar
Chief Data and Research Officer
Nielsen

 

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Scott McDonald, Ph.D.
CEO & President
ARF

 


FIRESIDE CHAT

Go Big or Go Home
2:25 – 2:40pm

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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Radha Subramanyam, Ph.D.
Chief Research and Analytics Officer, CBS Corporation;
President, CBS Vision

 

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Scott McDonald, Ph.D.
CEO & President
ARF


The Last Word
2:40 – 2:55pm

Anchor commentators shared their perspectives on what they heard throughout Day One.

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Elizabeth Tarpinian
Sr. Director, Consumer & Market Insight
Unilever NA

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Vas Bakopoulos
SVP, Head of Insights & Research,
MMA Global

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Stephen DiMarco
Chief Strategy Officer
Tubular Labs

 


Closing Remarks
2:55 – 3:00pm

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

 

Wednesday, April 13

Plenary Sessions | 11:00am – 12:00pm


Welcome
11:00 – 11:05am

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

 


KEYNOTE DISCUSSION

Perspectives on Measurement and Why it Matters
11:05 – 11:25am
Reimagining the measurement ecosystem has never been more important as consumers continue to diversify how and where they access content. Leaders of Paramount discussed the impact and opportunities of investing in a multi-currency future for media and marketers.

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John Halley
Chief Operating Officer, Advertising Revenue, and Executive Vice President, Advanced Marketing Solutions
Paramount

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Colleen Fahey Rush
EVP & Chief Research Officer
Paramount

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Jack Neff
Editor at Large
Advertising Age

interviewer

 


PANEL DISCUSSION

What is the Value of Time in Advertising?
11:25am – 12:00pm
The ARF held two Town Halls in early 2022 about the challenges of fairly measuring the quality of an ad impression as it differs across platforms. In the first session, sell-side leaders presented studies to illuminate the similarities and differences regarding measurement across a variety of platforms on the value of time. In the second session, buy-side leaders discussed the use of attention as a major currency metric and the business implications of the of the research presented. In this session, participants from both Town Halls came together to recap, distill and discuss the value of time in advertising.

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Paul Donato
Chief Research Officer
ARF

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Christina Hanson
Global Chief Strategy Officer
OMD Worldwide

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Cara Lewis
US Chief Investment Officer
Dentsu

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Sophie MacIntyre
Ads Research Lead, Marketing Science
Meta

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Cesar Brea
Partner
Bain & Company
moderator


Roundtable Discussion | 12:00 – 12:20pm

An examination of the ideas shared on the morning of Day Two.

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Earl Taylor
Chief Knowledge Officer
MSI
moderator

 


Break | 12:20 – 12:25pm

 


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
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 CorleyVP 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 McCarthyEVP, Brand and Innovation Strategy, Kantar


Break | 1:40 – 1:45pm

 


Concurrent Track Panel Discussions | 1:45 – 2:05pm

Presenters in each track participated in a moderated discussion.

DIVERSITY IN ADVERTISING

MODERATOR
Jay MattlinVP, Research/Director, Council Program, ARF

AUDIENCE-DRIVEN TRENDS IN MEDIA

MODERATOR
Britta ClevelandSVP, Research Solutions, Dotdash Meredith

ART & SCIENCE IN AD CREATIVE

MODERATOR
Earl Taylor Chief Knowledge Officer, MSI


Break | 2:05 – 2:10pm

 


Plenary Sessions | 2:10 – 3:00pm


PANEL

Managing the Transition to a Multi-Currency Market
2:10 – 2:40pm
Experts discussed currency-grade measurement; how the ecosystem is evolving; how the new measurement ecosystem will work in practice; how the buy-side will; navigate multiple currencies; what practical steps the industry can take to support the new ecosystem; how the transition will change the market.

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Julia Johnston
SVP, Independent Agencies & Brands
Comscore

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Brian Hughes
EVP, Managing Director, Audience Intelligence & Strategy,
Magna Global

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Misha Williams
VP/GM, US Supply Side Revenue,
FreeWheel – a Comcast Company

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Andrea Zapata
Head of Research, Data & Insights,
WarnerMedia

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Jon Watts
Managing Director
CIMM
moderator

 



The Last Word
2:40 – 2:55pm

Anchor commentators shared their perspectives on what they heard throughout Day Two.

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Josh Chasin
Chief Measurability Officer,
VideoAmp

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Cole Strain
VP, Measurement Products,
Samba TV

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Edwin Wong
SVP Insights & Innovation,
Vox Media

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Julia Johnston
SVP, Independent Agencies & Brands
Comscore
moderator

 


Closing Remarks
2:55 – 3:00pm

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Scott McDonald, Ph.D.
CEO & President
ARF

 

Thursday, April 14

Plenary Sessions | 11:00am – 12:00pm


Welcome
11:00 – 11:05am

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

 


KEYNOTE

The Generation Myth
11:05 – 11:30am
How do we restore faith in a better future for coming generations of young people? As shown in the U.S. edition of Bobby Duffy’s new book, The Generation Myth, even before the Covid-19 pandemic, we had lost a lot of our belief in generational progress across developed countries including the U.S., U.K. and Australia. Bobby Duffy talked about how to get to a better future, how to consider the evidence in the book and what should be done in response.

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Bobby Duffy
Author and Professor of Public Policy and Director of the Policy Institute
King’s College London

 


COUNTERPOINT

Generations are Messy but Meaningful
11:30 – 11:45am
Generations are misunderstood. Not least because generations themselves are messy and difficult to analyze properly. But there is something to cohorts that matters for brands and culture. Generations aren’t everything, but they aren’t nothing either, and this commentary briefly outlined a meaningful framework for looking at generations. In particular, this framework provided a clarifying perspective on the evolution of the national narrative of progress and possibility since the post-war baby boom.

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J. Walker Smith
Knowledge Lead, Consulting Division, Kantar;
Author, Rocking the Ages

 



DISCUSSION

More Perspectives on Generational Marketing

11:45am – 12:00pm
Discussants weighed in on how brand loyalty and compelling values play a role in generational shifts, and probed theses put forth by Bobby Duffy and J. Walker Smith.

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Bobby Duffy
Author and Professor of Public Policy and Director of the Policy Institute
King’s College London

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J. Walker Smith
Knowledge Lead, Consulting Division, Kantar;
Author, Rocking the Ages

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Mary Beth Jowers
VP, Portfolio Strategy, Pernod Ricard

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


Roundtable Discussion | 12:00 – 12:20pm

An examination of the ideas shared on the morning of Day Three.

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Jay Mattlin
VP, Research/Director, Council Program,
ARF
moderator

 


Break | 12:20 – 12:25pm

 


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
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 DietzProduct 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 KaufmanExecutive 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 IvinsChief 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 GallSenior Product Manager, Measurement, Lucid
Karen Biedermann Director, Media Insights, Samba TV


Break | 1:40 – 1:45pm

 


Concurrent Track Panel Discussions | 1:45 – 2:05pm

Presenters in each track participated in a moderated discussion.

APPROACHES FOR RECONCILING PRIVACY WITH TARGETING

MODERATOR
Paul DonatoCRO, ARF

INNOVATION IN VIDEO MEASUREMENT

MODERATOR
Jon WattsManaging Director, CIMM

NEW METHODS TO VALIDATE AUDIENCE ESTIMATES

MODERATOR
Megan Margraff VP, Data Strategy, Oracle


Break | 2:05 – 2:10pm

 


Plenary Sessions | 2:10 – 3:00pm


PRESENTATION

Redrawing the Marketing Plan—How to Activate Brands Effectively for GenZ
2:10 – 2:25pm
Experts discussed the channels, platforms and motivations GenZ utilizes to consume content; their expectations from brands as well as receptivity to different types of messaging; how brands can effectively converse and plan for GenZ, including selecting the right platforms/media, cultural moments and developing authentic messaging.

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Aarti Bhaskaran
Ad Research and Insights, Agency Lead
Snap Inc.

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Priscilla Aydin
Group Director, Primary Research
Omnicom Media Group

 


PRESENTATION

Behavioral Marketing to Grow Streaming Services?
2:25 – 2:40pm
Behavioral segmentation complements demographic segmentation. Conviva CMO, James Lamberti, discussed why segmenting audience based on actual on-app behavior is important for effective growth marketing, audience retention and engagement.

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James Lamberti
CMO
Conviva

 


The Last Word
2:40 – 2:55pm
Anchor commentators shared their perspectives on what they heard throughout the day.

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Carl F. Mela
T Austin Finch Foundation Professor of Marketing
Duke University

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Steven Millman
SVP, Research and Operations
Dynata

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Michelle Eule
Head of Kantar Marketplace
Kantar Insights NA
moderator

 


Closing Remarks
2:55 – 3:00pm

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Scott McDonald, Ph.D.
CEO & President
ARF