Opening Remarks

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

Keynote Presentation

AI Agents To Represent Us, Not Replace Us

Each new media reshapes the prior generation of media. AI brings forth agents that represent a new media. If video killed the radio star… will AI kill the research star? AI is growing more powerful every day. The conundrum is that we need to use AI or fall behind, yet as we use AI and it becomes more powerful, we increase the risk that AI can be used for destructive purposes. Will it replace survey research? Will it replace researchers? Or will it make survey research and researchers even more valuable? In this presentation hear initial findings about how we can use AI to represent us rather than replace us.

Rex Briggs – Chief AI Officer, Claritas; Co-Author, The AI Conundrum
Caleb Briggs – Co-Author, The AI Conundrum

This session looks at how brands can use research and analytics to create ads and campaigns that succeed at breaking through with audiences when a number of brands and messages are featured. MarketCast and YouTube will share best practices for multi-brand advertising, including examples of how they used in-market measurement to drive performance for YouTubeTV’s recent marketing push into professional sports.

Danielle Byrd – SVP, Tech, Platform, and Partnerships, MarketCast
Chrystal Day – Marketing Insights, Strategy and Impact Leader, YouTube
Tina DeSarno – SVP, Advertising Research, MarketCast

The Power of AI for Effective Advertising in an ID-free World

Artificial intelligence powered targeting and measurement unlocks incremental opportunities for marketers in an ID-less world.

Rachel Gantz – Managing Director, Proximic by Comscore

Optimizing Big Data + Panel Measurement Through Calibration 

New TV methodology unlocks full potential of big data through panel calibration

David Kurzynski – SVP, Data Science, Nielsen

Kyle Poppie – VP, Data Science, Nielsen

CTV Ads: Viewer Attention & Brand Metrics ID

AI-enabled contextually targeted ads attract and hold consumer attention in Connected TV.

Rohan Castelino –  CMO, IRIS.TV

The Value of Attention is Nuanced by the Size of the Brand

Big and small brands need different types of attention to achieve outcomes: one second of attention works differently for both.

Karen Nelson-Field, Ph.D. – CEO,  Amplified Intelligence

A Clean Room Incrementality Experiment – An Indeed Case Study

Clean Room experiments allow high validity audience tests, while keeping user data private and anonymous.

Isaac Dinner – Director of Marketing Analytics, Indeed

Joe Zucker – Senior Manager, Marketing Analytics, Indeed

Business Outcomes in Advertising Powered by Machine Learning

Modern ML frameworks allow for a greater ability to measure advertising outcomes on observational data.

Brett Mershmann – Sr. Director, Research & Development (R&D), NCSolutions

Mapping the Impact: When, How and Why TV Commercials Work Best

Discover how the creative style of commercials is linked to usage situations and advertising impact.

Jeff Bander – President, eye square

Sandra Schümann – Senior Advertising Researcher, RTL Data & Screenforce

Marvin Vogt – Senior Research Consultant, eye square 

Women in Analytics Lunch Workshop:

Improve Your Data Storytelling

During this Women in Analytics lunch workshop, learn practical techniques to make complicated information easy to understand without losing its importance. Key topics that we will cover include:

• Communication strategies for distilling data into clear and compelling narratives
• Tailoring your message to your audience
• Influencing key decision makers with data

Facilitator:
Lea Pica – a seasoned data analytics practitioner turned Data Storytelling Advocate, speaker, trainer, and author.

Panelists:
Aarti Bhaskaran – Global Head of Research & Insights, Snap, Inc.
Idil Cakim – Senior Vice President, Research and Insights, Audacy, Inc.
Divya Kaur – VP, Marketing Science, Kinesso

Registration is separate from AUDIENCExSCIENCE.

Evidence-Based Social Media Advertising: Two Field Experiments

AI does not beat evidence-based media principles for social media (… at least not yet)!

Prof. Rachel Kennedy – Associate Director (Product Development), Ehrenberg-Bass Institute for Marketing Science

EEG Illuminates Social Media Attention Outcomes

Using eye tracking, neuroimaging, and psychological content coding to study social media attention.

Shannon Bosshard, Ph.D. – Lead Scientist, Playground XYZ

Bill Harvey – Executive Chairman, Bill Harvey Consulting

How We Watch: Examining the Shifting Trends in TV Habits

Half of U.S. consumers feel that they spend more time selecting TV content than watching it.

Tony Marlow – CMO, LG Ads

AI Driven Video Formats Drive Results for Brands ID

YouTube AI campaigns drive more efficient in-campaign metrics and deliver better outcomes (sales).

Tori Kang – YouTube Specialist, Google

Danielle Perrella – Head of Measurement, Google

The Impact of Co-Viewing on Attention to Video Advertising

Co-viewing reduces ad-effectiveness, a factor which should weigh in media planning models.

Duane Varan, Ph.D. – CEO, MediaScience

Rough Waters? Downstream Effects from the Transition to Streaming Via Smart TVs

The rising tide of smart TV streaming and its downstream effects on audience and industry.

David Tice – Consultant, HUB Entertainment Research

Justin Fromm – Insights, Samsung Ads

Human Experience: Why Attention AI Needs Human Input

Why human input from measuring people is needed to inject ground truth data into existing attention AI models.

Dr. Matthias Rothensee –
CSO & Partner, eye square

Stefan Schoenherr –
Vice President Brand and Media & Partner, eye square

How Co-viewing and Other Factors Impact Viewer Attention to CTV

Co-viewing increases ad attention and viewers are more likely to co-view CTV content over linear.

Mike Brooks – Global Head of Business Development and Partnerships, LG Ad Solutions

Tristan Webster – Chief Product Officer, TVision

Big Data helps solve for Fragmented TV Viewing 

The impact of shifting viewing behaviors and how Big Data can help unlock strategies for publishers and advertisers.

James Alexander – Product Director – Measurement, VIZIO

Rich Guiness – Associate Director, Data Licensing, VIZIO

Plenary Sessions

Presentation

Adapting Your Measurement to Shifts in Consumer Viewing Experiences

The transformative consumer viewing experience in the living room has forced marketers to rethink their measurement strategies. Learn about what’s needed in measurement — now and post third-party cookie deprecation — to drive performance and ROI for marketers and advertisers.

Christine Turner – Managing Director, Privacy, Measurement & Analytics, Google

Panel Discussion

Switchers, Stayers and Power Users: New Perspectives from DASH

Technology and economics are radically reshaping the way Americans connect to and consume television. The ARF’s DASH TV Universe Study captures those effects at the consumer level in granular detail. The recently released DASH 2023 study includes a large, multi-year sub-sample that sheds new light on the dynamics of switchers and stayers across TV connection modes (Pay, BBO and OTA) and premium (SVOD) and ad-supported (AVOD) streaming services. Now entering its fourth year, DASH has established itself as an industry standard and found applications across the TV ecosystem, from audience calibration to advertising sales.

In addition to highlighting the latest from DASH, this session features a panel of DASH licensees, who will describe the ways they use DASH in their businesses today.

Leslie Wood, Ph.D. – Chief Research Officer, iSpot.tv
Justin Fromm – Insights, Samsung Ads
Paul Donato – Chief Research Officer, ARF
Jim Meyer – General Manager, DASH

A Conversation with Nielsen

Deirdre Thomas – Chief Product Officer, Audience Measurement, Nielsen
Scott McDonald, Ph.D. – President & CEO, ARF

Fact or Fiction? The Big Measurement Debate

A panel of leading measurement experts join an interactive debate about the current state of the measurement landscape, the key challenges facing the industry, and the critical priorities for the year ahead. The panel will explore the role of panels, data quality, the economics of measurement and the case for watermarking.

Josh Chasin – Member, Board of Trustees, ARF; Former Chief Measurability Officer, VideoAmp
Colleen Fahey Rush – EVP & CRO, Paramount
Bharad Ramesh – Executive Director, Research & Investment Analytics, GroupM
Moderator: Jon Watts – Managing Director, Coalition for Innovative Media Measurement

Closing Remarks

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

Opening Remarks

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

Keynote Presentation

Resilience Reaps Rewards – How Advertising is Reinventing Itself for a New Era

Advertising’s demise has long been heralded. But, while traditional forms of advertising are indeed fading, a new industry is emerging, and the model is proving to be more relevant than ever. There are three fundamental shifts that are forcing transformational change in advertising. From the decline of linear TV and the rise of Connected TV (CTV) to the deprecation of third-party cookies necessitating new measurement models, and the pervasive integration of Artificial Intelligence into every facet of marketing, advertisers are facing unprecedented challenges and opportunities. In this session, learn about how each of these shifts are impacting advertising spend now and into the future and what advertising is doing to help brands and consumers adapt.

Kate Scott-Dawkins – Global President, Business Intelligence, GroupM

Fireside Chat

In Conversation with CBS

Radha Subramanyam, Ph.D. – President and Chief Research & Analytics Officer, CBS

Intent and Impact: A New Measurement for DEI

Measuring audience perceptions of DEI and the drivers of authenticity in TV and Film.

James Ambalathukal – Director, Strategy & Insights, Magid

Mike Bloxham – EVP, Global Media & Entertainment, Magid

Tune-In to Discover What is Making Audiences Tune-Out

Better understand the viewer experience to optimize ad performance and maximize impression value.

Travis Flood – Executive Director of Insights, Comcast Advertising

Duane Varan, Ph.D. – CEO, MediaScience

The Power of Radio Through the Lenses of Emotional Engagement

Radio is an effective medium to engage consumers and deliver strong advertising results.

Pedro Almeida – CEO, MediaProbe

Pierre Bouvard – Chief Insights Officer, Cumulus Media | Westwood One

Attitudes Towards Inclusivity in Advertising: A Twelve Country Study

Diversity and inclusion in advertising: how different groups view their representation across twelve countries.

Steven Millman – Global Head of Research & Data Science, Dynata

Neuro: TV Brand Attraction Advantage Over Digital

TV costs less than digital per attentive second and per brand attraction stored memory.

Bill Harvey – Executive Chairman, Bill Harvey Consulting

Elizabeth Johnson – Ph.D., Executive Director & Senior Fellow, Wharton Neuroscience Initiative, UPenn

Michael Platt, Ph.D. – Director, Wharton Neuroscience Initiative, UPenn

Audrey Steele – EVP Sales Research Insights & Strategy, FOX Corp.

OOH Measurement’s Game Has Changed

A shift in how brands use out of home to meet consumers throughout their journey and reposition OOH’s value and role in the marketing mix.

Christina Radigan – SVP, Research & Insights, Outfront

Industry In Progress: Unlocking The Power of Inclusive Advertising

Research study to help marketers build their inclusivity IQ, achieving true diverse representation in advertising.

Denya Chinquee – Senior Director, Audience Impact & Intelligence, Paramount Advertising

Michelle Green – Manager, Audience Impact & Intelligence, Paramount Advertising

Foundations of Incrementality

New methods can help advertisers move up the ladder of incrementality – and enable other research – by leveraging past experiments in lightweight ways.

Sophie MacIntyre – Ads Research Lead, Marketing Science, Meta

Measuring Attention and Outcomes for Audio Advertising

An industry-first project measures attention to audio ads compared against other media formats.

Mike Follett – CEO, Lumen

Joanne Leong – Global Head of Planning, Dentsu

Viewer Pre-Dispositions to Seeing an Ad in an Unexpected Language

Is ad language an obstacle to viewer comprehension, or is it an invisible fence?

Ben Cunningham – Director, Ad Experience Measurement, NBCUniversal

Carla Kelly – SVP, Client Partnerships, NBCUniversal

Simran Srinivasan – Product Manager, Video Products, NBCUniversal

Experimentation Unleashed: Driving Transformation Using Cutting-Edge Data

Building transformative programs that leverage causal impact data to drive major increases in returns from brand marketing.

Cesar Brea – Partner, Bain & Company

James Slezak – CEO, Swayable

Aligning with Rituals: The Contextual Foundation of Audio

The importance of aligning audio ads with consumer rituals for more effective campaigns.

Prayushi Amin – Associate Director, Magna Global

Idil Cakim – SVP, Research & Insights, Audacy

Determining the Value of Emotional Engagement to TV

An actionable impression quality metric for TV that allows valuation and pod placement optimization.

Pedro Almeida – CEO, MediaProbe

Linear vs. Streaming: Current State of Creative and Media

Characteristics and trends of streaming vs. linear use: ad types, R/F, investment by campaign types.

Nicole Lawless DesJardins – Sr. Director Data Science, iSpot.tv

Leslie Wood, Ph.D. – CRO, iSpot.tv

Best Practices for Multilingual Campaigns

Delving into the role of language in cultivating deeper connections with multilingual audiences.

Shivani Goel – Research and Insights Partner (Multicultural, Entertainment and Technology), TikTok

Jaclyn Williams – Research and Insights Manager, NA & Global Functions, TikTok

Face Verification as Real-Time Solution for Survey Quality

Face Verification guarantees the best possible panel quality as well as bot, duplicates and fraud detection.

Mihkel Jäätma – CEO, Realeyes

Scott Jones – VP of Product, Realeyes

Nick Sutton – Chief Strategy Officer, Kantar Profiles

How Streaming Release Models Impact Viewing Behaviors

Streaming platforms that release bingeable shows have an edge on audience retention and engagement.

Rebecca Fine – Associate Director, Marketing Insights, Samba TV

Cole Strain – VP, Head of R&D, Samba TV

Emotional Drivers of Long-Term Effectiveness of YouTube Ads

Multimodal research project that unveils the emotional drivers of long-term brand effects though advertising.

Manuel Garcia-Garcia, Ph.D. – Global Lead of Neuroscience, Ipsos

Ariane Le Port – Global Head of Research for Creative Works, Google

Geraldine Rodriguez – Client Manager Applied Research, Ipsos

Augmented Reality – Unlock New Technology to Drive Brand Growth

How users are consuming AR, and best practices to deploy it successfully as part of the marketing mix.

Aarti Bhaskaran – Global Head of Research & Insights, Snap Inc.

Kara Louis – Group Research Manager, Snap Inc.

Presentation

Know Your Market, Grow Your Market!

Marketers have always desired a holistic view of adjacent and white space opportunities to grow their business. But that desire is lost in translation because of siloed execution across opportunity assessment, planning, targeting, and measurement. Further, 50% of the time the marketer view of the competitive category is not reflective of how consumers ultimately make purchase decisions in the broader market. This lack of harmony leads to an incorrect understanding of the consumer’s purchase journey, messaging and targeting. This session explores a holistic approach to solve this challenge by linking a marketer’s desired adjacent and whitespace opportunities to a consumer’s product consideration attributes as they walk the aisle, and ultimately to targeting and ROAS measurement.

Vijoy Gopalakrishnan – SVP, Product Management, Innovation Products and Media Intelligence Suite, Circana
Doug Yolen – Vice President – Media, Circana

Keynote Presentation

Perilous Media Measurement… What Measures are Key to Brand Growth

Many marketers are awash with data to plan and evaluate media decisions.  But not all media metrics are equal.  Some commonly used measures can disguise poor media buys, some are impacted by non-media factors and some media KPIs lead to investments which are counter growth.  This keynote will bridge evidence about what is needed for brand growth with the media domain, to provides important insights for media decision makers including what should be priority media measures, which have a role as hygiene measures and to identify measures which can be perilous.

Prof. Rachel Kennedy – Associate Director (Product Development), Ehrenberg-Bass Institute for Marketing Science

Moderator: Scott McDonald, Ph.D. – President & CEO, ARF 

Closing Remarks 

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