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AUDIENCExSCIENCE

2023 ACCEPTED PAPERS

After rigorous review from the Board of Curators, the most pivotal work has been chosen for presentation over two days at AUDIENCExSCIENCE 2023.

Your event registration grants you exclusive access to event content, including these winning papers.

RESEARCH THEMES

ATTENTION METRICS

AUDIENCE BEHAVIOR

DIVERSE AUDIENCES

CROSS-PLATFORM IMPACT

CROSS-PLATFORM MEASUREMENT

IMPRESSION QUALITY

NEW AD FORMATS

STATE OF THE UNION

NEW STATE OF TV



ATTENTION METRICS: Validity, Reliability & Predictive Powers

Decode Digital Video Attention by Environments in the Wild
Consumer behaviors vary widely across media environments, and give insight into how each creates value.

PresenterBill Harvey
Executive Chairman
Bill Harvey Consulting, Inc.
PresenterSophie MacIntyre
Ads Research Lead
Meta

In-Home Psychophysiological Television Measurement
How NBCU leverages psychophysiological measures collected in scale to prove the value of its IP.

PresenterLauren Zweifler
SVP Insights & Research, Client Strategy & Insights Org
NBCU
Pedro Almeida
CEO
MindProber

Let’s Face It: Facial Coding Isn’t Up to the Task
We find little to no evidence that emotional reaction to advertising can be reliably and continuously captured through facial coding.

Presenter
Elise Temple, Ph.D.

VP, Neuroscience & Client Service
Nielsen IQ

Moving Beyond Measurement: How Coca-Cola Uses Attention Metrics to Reduce Waste & Increase ROAS
Coca-Cola uses AU Attention metric from Adelaide to drive brand lift and identify opportunities to reduce advertising waste.

PresenterMarc Guldimann
Founder & CEO
Adelaide
PresenterGreg Pharo
Sr. Global Director, Holistic Communications & Marketing Effectiveness
The Coca-Cola Company

Putting Cinema in the Frame: Benchmarking Attention to Cinema Ads vs All Other Media
How attention data to cinema ads reframes our understanding of all other media.

PresenterManu Singh
SVP, Insights/Analytics & Sales Data Strategy
National CineMedia (NCM)
PresenterMike Follett
CEO
Lumen Research

Using Attention AI To Predict Real-World Outcomes
ACE demonstrates there is a connection between behavioral and sales data.

PresenterMax Kalehoff
VP Marketing, Growth
Realeyes
PresenterJohanna Welch
Global Mars Horizon Comms Lab Senior Manager
Mars

Why Visual Attention Is a Flawed Measure of Attention: Alternatives That Scale
Visual attention is a limited measure of attention; heart rate is better and scales.

Presenter
Duane Varan, Ph.D.

CEO
MediaScience



AUDIENCE BEHAVIOR: Changes, Challenges & Consumption Patterns

Audio Rituals: Seismic Shifts in the Media Landscape
Audio Rituals: How to find the moments when audiences are open to brand messaging and boost ad effectiveness with audio.

PresenterIdil Cakim
SVP, Research & Insights
Audacy
PresenterDevora Rogers
Chief Strategy Officer
Alter Agents
Contribution of Media vs. Creative vs. Brand on Incremental Sales due to Advertising
2023 report on the contribution of media (targeting, reach, frequency/recency) vs. creative vs. brand (purchase cycle, price, penetration) on the incremental sales from advertising.

Presenter
Brett Mershman

Sr. Director, R&D
NCSolutions

Unlocking Reach in Premium Content
Brand Suitability AI will re-enable publishers’ ability to scale reach in premium content.

PresenterMike Levin
VP, Product Management
NBCU
PresenterBen Cunningham
Senior Manager, Ad Experimentation
NBCU
When Brands Go Dark, Extending the Evidence
When brands stop advertising, market share decline becomes more common and significant as time increases.

Presenter
Nicole Hartnett, Ph.D.

Senior Marketing Scientist
Ehrenberg-Bass Institute for Marketing Science



DIVERSE AUDIENCES: Appealing to the 21st Century Audience

Black Voices Matter: The Impact of Racialized Listening on US Ad Favorability and Effectiveness
Large scale study demonstrating benefits of more sonically diverse voice casting in mass market advertising.

PresenterSteve Keller
Sonic Strategy Director, Studio Resonate
SXM Media

Getting LGBTQ+ Representation Right in Advertising
Research examines consumer attitudes towards LGBTQ+ representation in advertising and provides best practices for marketers.

PresenterDeepak Varma
Head of Neuroscience Insights, North Asia, South East Asia & Pacific
Kantar
PresenterAnna Wilgan
VP Product Marketing
Kantar

Expanding Spanish Language Audiences Through a Custom Lookalike Modeling Architecture 
A lookalike modeling architecture for scaling under-represented Spanish language audiences in marketers’/brands 1p datasets.

PresenterSergey Fogelson
Head of Data Science
TelevisaUnivision
PresenterEdouardo Vitale
Data Scientist
TelevisaUnivision




CROSS-PLATFORM IMPACT: Planning & Benchmarking

Going Steady: How Long Will (My Cross-Media Campaign) Last?
What is the impact of frequency and latency in cross platform advertising effectiveness?

PresenterTania Yuki
CMO & EVP Digital
Comscore
PresenterAnjali Gupta
VP Digital Analytics
Comscore

A Two-Pronged Approach to Measuring Full-Funnel Impact Across Traditional TV and Streaming Video
When tested at equal weight, streaming ads deliver results at comparable scale to linear TV.

PresenterBennett M. Kaufman
Cross-Media Measurement Lead
Google/YouTube

Demystifying Cross-Media Ad Impact
Breaking through siloed platforms and media channels to benchmark ad impact with consented, single-source data.

PresenterYannis Pavlidis
VP, Data Science and Analytics
DISQO



CROSS-PLATFORM MEASUREMENT: Experimentation, Forecasting & Standardization

Holistic Cross-Media Measurement: Using Experiments to strengthen Marketing Mix Models
The study explores the ways in which experiments may be used to enhance traditional MMMs.

PresenterDaniel Sacks
Incrementality Lead, US Agency
Google
PresenterHitesh Wadhwani
Product Manager, MMMs
Google
PresenterAnne Ori
Measurement Lead, CG&E
Google
PresenterRaj Hosahalli
VP Global Analytics
Nielsen
PresenterBrendan Kroll
VP Performance Measurement
Nielsen

Standardizing and Scaling Cross-Platform Measurement
A standardized, scalable process for cross-platform reporting.

PresenterLindsey Woodland, Ph.D.
Group VP of Data Science
605

Unlocking the Value of Alternative Linear TV Currencies with Universal Forecasting
Exploring how one forecasting model can power any linear measurement provider, enabling new deal-making capabilities.

PresenterSpencer Lambert
Director, Product & Partnership Success
datafuelX
PresenterHoward Shimmel
Director, Strategy
datafuelX
PresenterBrad Imbach
VP, Engineering
datafuelX
PresenterBrian Lin
SVP, Product Management, Advertising
TelevisaUnivision



IMPRESSION QUALITY: ARE ALL IMPRESSIONS EQUAL OR DOES QUALITY REALLY COUNT?

$3 Trillion Sales Study Shows TV Has Highest Quality Impressions
A number of different approaches are being taken to comparing media type impression value, each approach focusing on a different ARF Model stage.

PresenterBill Harvey
Executive Chairman
Bill Harvey Consulting, Inc.
PresenterLloyd Darbonne
Senior Director, Research, Insights & Strategy
FOX Corp.
PresenterAudrey Steele
EVP Sales Research & Strategy
FOX Corp

Harnessing the Superpower of Personalization in a Privacy-Safe World
First-party data enrichment and expansion plus cleanroom tech unlocks privacy-safe, superior impression quality.

Presenter
Tipton Gustafson

VP, Commercial Integration
Circana
PresenterMichael Tscherwinski
Principal, Media
Circana

The Quality Media Framework
Incorporating new variables to measure quality and effectiveness of impressions, not just quantity and efficiency.

PresenterMichael Siewert
Programmatic Director
Colgate-Palmolive Company
PresenterPablo Spagnoli
Global Client Development Director
Xaxis
PresenterSouptik Datta, Ph.D.
Sr. Director, Data & Analytics Services
GroupM
PresenterEcho Yuxin Hu
Associate Director, Data Science
GroupM
PresenterMary Bemis
Associate Director, Data & Analytics Services
GroupM



NEW AD FORMATS: Impact of Advertising

Creators Drive Commerce
Creators are the new era of entertainment and do in fact drive commerce.

PresenterVita Molis
Head of Research & Insights, NA & Global Functions
TikTok
PresenterAbby Thorsgaard
Research & Insights Manager
TikTok

The Augmented Reality Playbook
AR ads need to be an integral part of advertiser’s marketing playbook along with video to build deeper brand connections. 

PresenterPrayushi Amin
Associate Director, Intelligence Solutions
MAGNA GLOBAL
PresenterAarti Bhaskaran
Ad Research and Insights, Global Lead
Snap Inc.

What makes a Podcast Ad Effective? Best Practices for Maximizing Brand Impact and Understanding Your Audience
A look at key podcast advertising effectiveness study results that deliver best practices for brands and agencies.

PresenterArica McKinnon
VP, Client Consulting
Nielsen
PresenterBrian Hughes
EVP, Managing Director, Audience Intelligence & Strategy
Nielsen


STATE OF THE UNION: Broad Changes in Audience Behavior

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.

Presenter Pete Doe
Chief Research Officer
Nielsen



NEW STATE OF TV: New Insights & Measurement Solutions

Context Matters! Understanding Adjacency and Suitability Effects for Premium Content
Lab research testing the impact of category priming and ‘unsuitable’ TV content.

PresenterJohanna Moscoso
Senior Director, Primary Research
Warner Bros. Discovery
Presenter
Duane Varan, Ph.D.

CEO
MediaScience

If an Ad Plays When the TV is Off, Did Anyone See It?
On average, about 10% of all CTV ads appear when the TVs are turned off, representing as much as $1.9 billion waste (US market).

PresenterMike Fisher
Executive Director, Investment Innovation
GroupM

Know Your Meme – Sensory Memetics & Audience Engagement
Effective Sensory Memetics connects consumers to brand and products experience through engagement 2.0. 

Presenter
Michelle Niedziela, Ph.D.
VP of Research & Innovation
HCD Research

The Challenge of Churn: Defining the Risk and Predicting the Rate of Subscriber Churn – And Optimizing Subscriber Value
Data derived insights and predictive analytics that provide a roadmap to navigate the challenge of churn and optimizing subscriber value.

Presenter
Mike Bloxham
EVP, Global Media & Entertainment
Magid
PresenterTony Cardinale
SVP, Data Science
Magid

Tune In, Out of the Box: Developing Attribution Measurement that Drives Strategy
A look at the challenges, goals, and decision-making power of NBCU’s tune-in effectiveness across myriad platforms.

Presenter Brian West
SVP, Data and Measurement Strategy
NBCU TV & Streaming

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