AGENDA
Tuesday, April 25, 2023
8:00 – 9:00am
Registration/Breakfast
9:00 – 9:10am
Opening Remarks
Scott McDonald, Ph.D. – President & CEO, ARF
9:10 – 9:40am
Keynote Presentation
Beyond 2020: How Insights Evolve U.S. Census Bureau Counts
As households, ethnicities, gender identity, brand engagement and media consumption transform with increasing speed and complexity, there’s never been a more critical need for accurate information—gleaned from empirical data and qualitative insights in a transparent process. How does the U.S. Census Bureau evolve the foundational statistics about America’s people and economy from 2020 to 2030? Robert Santos, the agency’s first appointed Director of color, shares how the agency listens, tests, learns and innovates through more than 130 demographic and economic studies every year to better understand its audiences.
Robert L. Santos – Director, U.S. Census Bureau
9:40 – 10:10am
Presentation & Panel
JIC: Coalescing Around Standards for Cross-Platform Currencies
In just four months’ time, the buy- and sell-side have come together through the formation of the first U.S. Joint Industry Committee (JIC) to establish baseline requirements that are needed for cross-platform transaction, with the goal of creating standards and enabling multiple currencies. In this session, JIC representatives will discuss progress and show the impact of its efforts leading into Broadcast Year 2024.
Kelly Abcarian – EVP, Measurement & Impact, Advertising & Partnerships, NBCUniversal
Dan Aversano – SVP, Data, Analytics & Advanced Advertising, TelevisaUnivision
Bharad Ramesh – Executive Director, Research & Investment Analytics, GroupM
Brittany Slattery – Chief Marketing Officer, OpenAP
Andrea Zapata – EVP, Head of Ad Sales Research, Measurement and Insights, Warner Bros. Discovery
Moderator: Danielle DeLauro – EVP, Video Advertising Bureau
10:10 – 10:40am
Panel
Making Sense of Multi-Currency Initiatives
Panelists help the industry understand better how current initiatives relate to each other, how they differ from each other, and how they might fit into a new framework for comprehensive media and advertising measurement.
Jackson Bazley – EVP, Association of National Advertisers
Sean Cunningham – President & CEO, Video Advertising Bureau
George Ivie – CEO and Executive Director, Media Rating Council
David Levy – CEO, OpenAP
Moderator: Jon Watts – Managing Director of CIMM
10:40 – 11:10am
Morning Break
|
Concurrent Sessions | 11:10am – 12:20pm Choose to attend any presentation from among these tracks. |
| NEW AD FORMATS: Impact of Advertising Hudson GH MODERATOR |
NEW STATE OF TV: New Insights & Measurement Solutions River Room MODERATOR |
DIVERSE AUDIENCES: Appealing to the 21st Century Audience Hudson DE MODERATOR |
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|---|---|---|---|
| 11:10 – 11:30am | The Augmented Reality Playbook AR ads need to be an integral part of an advertiser’s marketing playbook along with video to build deeper brand connections. Aarti Bhaskaran – Ad Research and Insights, Global Lead, Snap Inc. Brian Hughes – EVP, Managing Director, Audience Intelligence & Strategy, Magna Global |
Tune In, Outside the Box Developing attribution measurement that drives strategy. JP Pereira – SVP, Marketing Science, VideoAmp Brian West – SVP, Data and Measurement Strategy, NBCU TV & Streaming |
Black Voices Matter The impact of racialized listening on U.S. ad favorability and effectiveness. Steve Keller – Sonic Strategy Director, Studio Resonate, SXM Media |
| 11:35 – 11:55am | What Makes a Podcast Ad Effective? A look at key podcast advertising effectiveness study results that deliver best practices for brands and agencies. Brian Hughes – EVP, Managing Director, Audience Intelligence & Strategy, MAGNA Arica McKinnon – VP, Campaign Analytics, Nielsen |
Context Matters Understanding adjacency and suitability effects for premium content. Heather Coghill – VP, Audience, Warner Bros. Discovery Daniel Bulgrin – Director, Research Operations & Insights, MediaScience |
Getting LGBTQ+ Representation Right in Advertising Consumer attitudes towards LGBTQ+ representation in advertising and best practices for marketers. Deepak Varma – Head of Neuroscience Insights, North Asia, South East Asia & Pacific, Kantar Anna Wilgan – VP Product Marketing, Kantar |
| 12:00 – 12:20pm | Creators Drive Commerce Creators are the new era of entertainment and in fact drive commerce. Vita Molis – Head of Research & Insights, NA & Global Functions, TikTok Abby Thorsgaard – Research & Insights Manager, TikTok |
The Challenge of Churn Defining the risk and predicting the rate of subscriber churn. Mike Bloxham – EVP, Global Media & Entertainment, Magid Tony Cardinale – SVP, Data Science, Magid |
Expanding Spanish Language Audiences A lookalike modeling architecture for scaling under-represented Spanish language audiences. Sergey Fogelson – Head of Data Science, TelevisaUnivision Edouardo Vitale – Data Scientist, TelevisaUnivision |
12:20 – 1:20pm
Lunch
|
Concurrent Sessions | 1:20pm – 2:30pm Choose to attend any presentation from among these tracks. |
| IMPRESSION QUALITY: Are All Impressions Equal or Does Quality Really Count? Hudson GH MODERATOR |
NEW STATE OF TV: New Insights & Measurement Solutions River Room MODERATOR |
STATE OF THE UNION: Broad Changes in Audience Behavior Hudson DE MODERATOR |
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|---|---|---|---|
| 1:20 – 1:40pm | The Quality Media Framework Incorporating new variables to measure quality and effectiveness of impressions, not just quantity and efficiency. Souptik Datta, Ph.D. – Sr. Director, Data & Analytics Services, GroupM Michael Siewert – Programmatic Director, Colgate-Palmolive Company |
If an Ad Plays When the TV is Off, Did Anyone See It? On average, about 10% of all CTV ads appear when TVs are turned off, representing as much as $1.9 billion waste. Mike Fisher – Executive Director, Investment Innovation, GroupM |
The New State of TV A holistic data-driven look at who’s watching what, when and where. Greg Dale – Chief Operating Officer, Comscore |
| 1:45 – 2:05pm | Harnessing the Superpower of Personalization in a Privacy-Safe World First-party data enrichment and expansion plus cleanroom tech unlock privacy-safe, superior impression quality. Michael Tscherwinski – Principal, Media, Circana Greg Younkie – Sr. Data Scientist, The Kraft-Heinz Company |
Know Your Meme – Sensory Memetics & Audience Engagement Effective Sensory Memetics connects consumers to brand and products experience through engagement 2.0. Allison Gutkowski Sr. Director, Global Research, HCD Research Michelle Niedziela, Ph.D. – VP of Research & Innovation, HCD Research |
Complexities of Integrating Big Data and Probability Sample People Meter Data ACR data contains errors and omissions necessitating meticulous correctives (requiring panel) before use in currency. Pete Doe – Chief Research Officer, Nielsen |
| 2:10 – 2:30pm | $3 Trillion Sales Study Show TV Has Highest Quality Impressions Different approaches to compare media type impression value, each focusing on a different ARF Model stage. Lloyd Darbonne – Senior Director Research, Insights, & Strategy, FOX Corp. Bill Harvey – Executive Chairman, Bill Harvey Consulting, Inc. Audrey Steele – EVP Sales Research & Strategy, FOX Corp. |
Beyond Reach, the Importance of Measuring Ad Resonance How advertisers can use Ad Resonance and Reach measurement to get a fuller picture of advertising value. Tom Weiss – Chief Data Scientist, MarketCast Megan Daniels – SVP of Product, MarketCast |
Meaningful Attention – The Complexity of Human Perception How attention measurement has evolved over time. Jeff Bander – President, eye square Matthias Rothensee, Ph.D. – Chief Scientific Officer & Partner, eye square |
2:30 – 3:00pm
Afternoon Break
3:00 – 3:20pm
Fireside Chat
Nielsen One Comes to Market
It’s a busy time at Nielsen. Nielsen One for Ad Measurement was launched in January, the national panel measurement is being integrated with big data and the organization has been restructured. In this fireside chat, Pete Doe, Nielsen’s newly returned Chief Research Officer, will discuss these topics and others.
Pete Doe – Chief Research Officer, Nielsen
Moderator: Scott McDonald, Ph.D. – President & CEO, ARF
3:20 – 3:40pm
Fireside Chat
Building a Multi-Currency Future
The debate is over: the industry needs new currencies and measurement methodologies. What’s next and where do we go from here? Paramount’s Chief Research Officer Colleen Fahey Rush shares her perspectives on the current and future state of measurement and what opportunities lie ahead as TV continues to evolve.
Colleen Fahey Rush – EVP & CRO, Paramount
Moderator: Scott McDonald, Ph.D. – President & CEO, ARF
3:40 – 4:10pm
Panel
DASH: Building a New Standard in TV
The ARF launched DASH to fill a need for reliable universe estimates in media measurement. DASH is an industry effort, drawing on the technical expertise of NORC and participating companies to improve accuracy and projectability, and on syndication to reduce costs and increase accessibility. As the project enters its third year, the team aims to establish DASH as a standard across the full spectrum of television, from measurement to activation. How has DASH evolved and what does the future hold?
Josh Chasin – Chief Measurability Officer, VideoAmp
Doug McLennan – Director of Product Management, Experian
David Sterrett – Senior Research Scientist, NORC
Moderators:
Paul Donato – Chief Research Officer, ARF
Jim Meyer – General Manager, DASH, ARF
4:10 – 4:40pm
Keynote Presentation & Discussion
A Perspective on Future-Proofing Measurement and Currency
Warner Bros. Discovery’s Andrea Zapata will discuss the future of measurement at-large, the company’s move to enable alternative currencies for national advertisers in the 2023-2024 Upfront and how agencies and brands can effectively leverage Warner Bros. Discovery’s suite of premium IP, brands, franchises and coveted audience access.
Andrea Zapata – EVP, Head of Ad Sales Research, Measurement and Insights, Warner Bros. Discovery
Moderator: Scott McDonald, Ph.D. – President & CEO, ARF
Award Presentation
EEDA Demystification Award
Find out who the winner is of this esteemed lifetime achievement award. It is given to accomplished communicators who have the highest level of business acumen, especially in the realm of media and research.
4:55 – 5:00pm
Closing Remarks
Scott McDonald, Ph.D. – President & CEO, ARF
5:00 – 7:00pm
Cocktail Reception
Wednesday, April 26, 2023
 8:00 – 8:50am | Courageous Career Moments: Overcome fears and bet on yourself Join us for a special Women in Analytics breakfast during AUDIENCExSCIENCE, on April 26. Be inspired by female leaders who will share their moments of bravery and how they have faced their fears, tamed their self-doubts and achieved an array of triumphs. Take this opportunity to meet the speakers and fellow attendees. |
8:00 – 9:00am
Registration/Breakfast
9:00 – 9:10am
Opening Remarks
Scott McDonald, Ph.D. – President & CEO, ARF
9:10 – 9:40am
Keynote Presentation
Crisis and Opportunity – The Future of Media for Research and Measurement
In this session Brian Wieser will review some of his key views on how the media industry will evolve in the next few years, and then focus on implications for research and measurement. There have been many efforts to reduce spending on research in various forms although there here have also been meaningful efforts. There will undoubtedly be many challenges in years ahead, but also opportunities to invest in more and better measurement.
Brian Wieser – Principal, Madison & Wall
9:40 – 10:00am
Presentation
Using In-Flight Measurement to Properly Assess Advertising Impact on Sales and Conversion
Dynamic digital advertising campaigns that perform ad-targeting or suppression based on real-time knowledge of purchase cycles may enable optimal conversion results, known as verified purchase optimization (VPO). This highly dynamic process requires close and prompt coordination between the ad-server and the purchase data provider. The process also accommodates features that will allow for subsequent campaign measurement, such as a provision for a “hold-out” group. In this session, we will discuss the measurement approach to properly assess the advertising impact on sales and conversion.
Harvey Goldhersz – EVP, Product, Circana (formerly IRI and The NPD Group)
Dimitris Kalamatianos – SVP, Global Data Science Lead, Research and Data Science, Circana (formerly IRI and The NPD Group)
10:00 – 10:20am
Fireside Chat
Ten Things to Know about Viewing
Radha Subramanyam lays out the “state of current viewing.” She takes on myths and misconceptions and unpacks the complicated interrelationship between different platforms.
Radha Subramanyam, Ph.D. – President and Chief Research & Analytics Officer, CBS
Moderator: Jon Watts – Managing Director, CIMM
10:20 – 10:25am
ARF WIDE scholar interview
10:25 – 10:40am
Morning Break
|
Concurrent Sessions | 10:40am – 12:15pm Choose to attend any presentation from among these tracks. |
| CROSS-PLATFORM IMPACT: Planning & Benchmarking Hudson GH MODERATOR |
ATTENTION Metrics: Validity, Reliability & Predictive Powers River Room MODERATOR |
AUDIENCE BEHAVIOR: Changes, Challenges & Consumption Patterns Hudson DE MODERATOR |
|
|---|---|---|---|
| 10:40 – 11:00am | A Two-Pronged Approach Measuring full-funnel impact across traditional TV and streaming video. Kyle Holtzman – Business Lead, Restaurants Vertical, Google Bennett M. Kaufman – Cross-Media Measurement Lead, Google/YouTube Michelle Smiley – Analytical Lead, Google |
Decode Digital Video Attention by Environments in the Wild Consumer behaviors vary widely across media environments and give insight into how each creates value. Bill Harvey – Executive Chairman, Bill Harvey Consulting, Inc. Sophie MacIntyre – Ads Research Lead, Meta |
When Brands Go Dark, Extending the Evidence When brands stop advertising, market share decline becomes more common and significant as time increases. Nicole Hartnett, Ph.D – Senior Marketing Scientist, Ehrenberg-Bass Institute |
| 11:05 – 11:25am | Demystifying Cross-Media Ad Impact Breaking through siloed platforms and media channels to benchmark ad impact with consented, single-source data. Yannis Pavlidis – VP, Data Science and Analytics, DISQO |
Why Visual Attention is a Flawed Measure of Attention Alternatives that scale: heart rate is better. Duane Varan, Ph.D. – CEO, MediaScience |
Contribution of Media vs. Creative vs. Brand 2023 report on incremental sales due to advertising. Brett Mershman – Sr. Director, R&D, NCSolutions |
| 11:30 – 11:50am | Going Steady: How Long Will (My Cross-Media Campaign) Last? What is the impact of frequency and latency in cross-platform advertising effectiveness? Brian Pugh – Chief Information Officer, Comscore Tania Yuki – CMO & EVP, Digital, Comscore |
In-Home Psychophysiological Television Measurement How NBCU leverages psychophysiological measures collected in scale to prove the value of its IP. Pedro Almeida – CEO, MindProber Lauren Zweifler – SVP Insights & Research, Client Strategy & Insights Org, NBCU |
Has Video Really Killed the Radio Star?: The State of Personal Media on the Move The revolution in digital media technology didn’t stop at the garage door. Mark Loughney – Senior Consultant, HUB Research |
| 11:55am – 12:15pm | Charting the Course for Third Party, Cross-Media Audience Measurement Breaking measurement silos to meet marketers’ needs through 5 key principles. Tina Daniels – Managing Director, Agency & Brand Measurement Analytics, Google Nicole Gileadi – Global Product Lead, Google |
Using Attention AI to Predict Real-World Outcomes ACE demonstrates there is a connection between behavioral and sales data. Max Kalehoff – VP Marketing Growth, Realeyes Johanna Welch – Global Mars Horizon Comms Lab Senior Manager, Mars |
Streaming Index 2.0: Retention Rules Streaming apps must shift their strategy from acquisition to user retention and longevity. Justin Evans –Global Head of Analytics & Insights, Samsung Ads |
12:15 – 1:10pm
Lunch
|
Concurrent Sessions | 1:10 – 2:20pm Choose to attend any presentation from among these tracks. |
| CROSS-PLATFORM MEASUREMENT: Experimentation, Forecasting & Standardization Hudson GH MODERATOR |
ATTENTION Metrics: Validity, Reliability & Predictive Powers River Room MODERATOR |
AUDIENCE BEHAVIOR: Changes, Challenges & Consumption Patterns Hudson DE MODERATOR |
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|---|---|---|---|
| 1:10 – 1:30pm | Holistic Cross-Media Measurement Using experiments to strengthen marketing mix models. Brendan Kroll – VP Performance Measurement, Nielsen Anne Ori – Measurement Lead, CG&E, Google Daniel Sacks – Incrementality Lead, US Agency, Google |
Let’s Face It: Facial Coding Isn’t Up to the Task There is little to no evidence that emotional reaction to advertising can be reliably and continuously captured through facial coding. Elise Temple, Ph.D. – VP, Neuroscience & Client Service, Nielsen IQ |
Audio Rituals: Seismic Shifts in the Media Landscape How to find the moments when audiences are open to brand messaging and boost ad effectiveness with audio. Idil Cakim – SVP, Research & Insights, Audacy Devora Rogers – Chief Strategy Officer, Alter Agents |
| 1:35 – 1:55pm | Unlocking the Value of Alternative Linear TV Currencies with Universal Forecasting How one forecasting model can power any linear measurement provider, enabling new deal-making capabilities. Spencer Lambert – Director, Product & Partnership Success, datafuelX Matt Weinman – Senior Director of Product Management, Advanced Advertising Product, TelevisaUnivision |
Beyond Measurement: How Coca-Cola Uses Attention Metrics to Increase Efficiency & ROAS Coca-Cola uses AU Attention metric to drive brand lift and reduce advertising waste. Marc Guldimann – Founder & CEO, Adelaide Greg Pharo – Sr. Global Director, Holistic Communications & Marketing Effectiveness, The Coca-Cola Company |
Engaging the Next Generation: Challenges and Opportunities in Marketing to Gen Z Challenges in reaching and engaging with Gen Z effectively and building long-lasting brand loyalty with them. Aarti Bhaskaran – Global Head of Ad Research & Insights, Snap Inc. Kara Louis – Group Research Manager, Snap Inc. |
| 2:00 – 2:20pm | Standardizing and Scaling Cross-Platform Measurement A standardized, scalable process for cross-platform reporting. Lindsey Woodland, Ph.D. – Group VP of Data Science, 605 Jes Santoro – EVP, Advanced TV & Video, Cadent |
Putting Cinema in the Frame Benchmarking attention to cinema ads vs. all other media. Mike Follett – CEO, Lumen Research Manu Singh – Data Strategy, Analytics & Programmatic, National CineMedia (NCM) |
Unlocking Reach in Premium Content Brand Suitability AI will re-enable publishers’ ability to scale reach in premium content. Mike Levin – Product Management, NBCU Ben Cunningham – Senior Manager, Ad Experimentation, NBCU |
2:20 – 2:40pm
Afternoon Break
2:40 – 2:50pm
Presentation
Initial Findings from ARF’s Attention Measurement Validation Initiative
A preview of early results from the ARF’s Attention Validation Initiative. Some companies study humans in their cognitive and emotional responses to advertising while others use AI to make inferences from machine signals. Methods and definitions vary significantly. Take an early tour of the ARF’s “map” of this fascinating, complex and increasingly populated space and learn about upcoming validation studies in this ongoing ARF initiative.
Scott McDonald, Ph.D. – President & CEO, ARF
2:50 – 3:20pm
Panel
A Discussion About Attention Metrics: Methods & Standardization
Following their presentations, the attention track presenters will debate the current and future state of attention and emotion measurement. Where do we find alignment and common ground? Can we move toward standardization in definitions? How can we best capitalize on current interest to move the field forward?
Pedro Almeida – CEO, MindProber
Mike Follett – CEO, Lumen Research
Marc Guldimann – Founder & CEO, Adelaide
Sophie MacIntyre – Ads Research Lead, Meta
Elise Temple, Ph.D. – VP, Neuroscience & Client Service, Nielsen IQ
Duane Varan, Ph.D. – CEO, MediaScience
Johanna Welch – Global Mars Horizon Comms Lab Senior Manager, Mars
Moderator: Andy Brown – CEO, The Attention Council
3:20 – 3:50pm
Keynote Presentation
How Artificial Intelligence Won’t Change Digital Advertising
There are high hopes for the use of artificial intelligence to revolutionize advertising. From supercharging message targeting to precisely customizing ad creative, recent developments hold the promise of digital advertising that is more effective than ever before. This is likely not the case. Many of the systemic pathologies that have plagued digital advertising for years will limit the actual impact of artificial intelligence in the industry in practice and may even contribute to a growing market bubble. Rather than being a cure for many of the ills of the sector, artificial intelligence may accelerate and amplify risks. What are overlooked areas where the technology may be genuinely helpful, and how brands and agencies should position themselves around the coming wave?
Tim Hwang – Researcher and Author, Subprime Attention Crisis
3:50 – 4:00pm
Closing Remarks
Scott McDonald, Ph.D. – President & CEO, ARF
4:00pm
End of Conference
AUDIENCExSCIENCE 2023 In-Person Pricing
| In-Person | Members | Non-Members |
|---|---|---|
| Standard (March 18 – April 25) |
$1199 | $1399 |
AUDIENCExSCIENCE 2023 Live-Stream Pricing
| Virtual | Members | Non-Members |
|---|---|---|
| Standard (March 18 – April 25) |
$699 | $899 |
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