The Importance of Incrementality in Retail Media Measurement

October 15 @ 12:00 pm - 1:00 pm EDT | Virtual

Overview

Advertisers are fueling massive retail media growth with ever-increasing investments with roughly a fifth of all digital advertising – or about $140B worldwide to be spent in 2024. Despite the enormous size and scale of today’s retail media environment, most retail media performance measurement leaves a lot to be desired.

This joint presentation from OptiMine and Best Buy will dive deep into the use of incrementality measurement for retail media, how it works and why it is so unique in the RMN space. We’ll explore why Best Buy Ads has taken this unique approach to performance measurement, and why (and how) some of the world’s largest brands have embraced it for improved success.

Speakers

AGENDA

9:00-10:00am	Registration and Breakfast
10:00-10:05am	Opening Remarks Scott McDonald, Ph.D. – President & CEO ARF
10:05-10:30am	Welcome Charting the Course for Content Measurement NBCU continues to work with numerous measurement providers to evolve content measurement capabilities. We have developed a sophisticated approach to our evaluation of new data and measurement sources and are making progress in addressing individual use cases with vendors that meet specific business needs. However, there are still significant gaps in what is needed to support the content ecosystem, inclusive of planning and positioning. We are working with others in the industry who are aligned on the needs in this space to support data-driven content decision-making around content strategy, development and creation, content sales and acquisition, scheduling/windowing, marketing and more and will preview some of those measurement capabilities. Lisa Heimann – EVP, Analytics Insights and Measurement, NBCUniversal Brian West – SVP, Data & Measurement Strategy, NBCUniversal
10:30-10:50am	The Reality and Dynamics of Today’s Media Landscape Nielsen analyzes the current state of the media landscape, including viewing trends across streaming, broadcast and cable. This session will focus on the many dramatic and surprising changes seen over the past several months and by the programs driving those changes. Brian Fuhrer – SVP, Product Strategy & Thought Leadership, Nielsen
10:50-11:05am	The Main-Streaming of TV: Latest Findings from DASH Drawing on data from the ARF’s DASH TV Universe Study, this session will highlight recent penetration gains in ad-supported subscription TV (AVOD), vMVPDs and FASTs; continued growth in device-only viewing, and other signals of the “coming of age” of streaming in television. Paul Donato – Chief Research Officer, ARF Jim Meyer – General Manager, DASH Justin Fromm – Head of Insights, Samsung Ads
11:05-11:25am	Comscore Annual State of Streaming Report 2024 Comscore will present the highly anticipated 2024 State of Streaming Report, with new insights on the streaming landscape, inclusive of consumption by generation, device, ad vs non-ad supported services, and context within the new modern media cross-screen normal. Ryan Williams – Vice President, Client Insights, Comscore Matthew Wiesemann – Senior Manager, Marketing, Comscore
11:25-11:45am	Panel Discussion: New Insights on Media Use and Their Implications Brian Fuhrer – SVP, Product Strategy & Thought Leadership, Nielsen Ryan Williams – Vice President, Client Insights, Comscore Dave Tice – Senior Consultant, Hub Entertainment Research Grady Miller – CMO, NRG Justin Fromm – Head of Insights, Samsung Ads Moderator: Paul Donato – Chief Research Officer, ARF
11:45am-12:05pm	Topic and Speaker To be Announced
12:05 – 12:55pm	LUNCH

CONCURRENT SESSIONS

1220 Lounge
Moderator: TBC

Recorded Only

Training Room
Moderator: Horst Stipp, Ph.D. – EVP, Research & Innovation, ARF

Recorded Only

1:00-1:25pm
The Data is In: Inclusive Media is Smart Business

Join Ipsos, GroupM, and the New Majority Ready™ Coalition for a dynamic conversation on how inclusive media and advertising investment is not only a matter of social responsibility, but also a powerful driver of audience engagement and ROI. In this session, you’ll discover how aligning ad and media spend with the expectations of a rapidly diversifying consumer base can lead to stronger financial performance and sustainable growth. Our panel will delve into new research highlighting the increasing consumer demand for inclusivity, how consumers are rewarding brands that embrace it, and how brands can adapt their investment strategies to meet this demand.

Andre Galliano – Partner, Ipsos Strategy 3
Ronald Méndez – EVP, Cultural Investment & Strategy Lead, GroupM,
Moderator: Janelle James – SVP, IUU, Ipsos

1:00-1:25pm

Today’s Media Strategies: Increase Viewing among Millennials, GenZ, & Gen Alpha

This session will explore how to increase share of TV and movie viewing among Millennials, Gen Z, and Gen Alpha. The conversation will focus on the unique role that longform plays in the lives of younger generations, highlighting how we can keep younger viewers engaged in TV and movies in a world dominated by short form video. Please join us for this insightful discussion.

Holly Leff-Pressman – Chief Client Engagement Officer, Screen Engine/ASI
Christina Parish – EVP, TV & CPG Group, Screen Engine/ASI
Natasha Hritzuk – VP, Head of Corporate Research, Warner Bros. Discovery

1:30-1:55pm

From Data to Decisions: How NBCU uses Measurement to guide its Tune-in Marketing

In this session, attendees will discover how NBC Universal is using data to optimize marketing strategies across Linear & Streaming. We will explore the various measurement solutions that enable NBCU to track viewership, understand campaign performance, identify key audience segments, and more. Through practical examples, hear how data informs every facet of marketing decision-making. Attendees will gain insight into the measurement approaches that deliver actionable intelligence that help drive NBCU’s marketing success.

Tracy Scher – Senior Director, NBCU Data & Measurement Strategy, NBCUniversal
Dave Kaplan – SVP Entertainment Research & Decision Sciences, NBCUniversal

1:30-1:55pm

How Much Do Political Beliefs Impact What We Watch?

As the 2024 U.S. presidential election approaches, we are constantly reminded of our country’s political polarization. But do those divisions extend to how Americans make TV content choices, or are we finding common ground? In this study, we will uncover the degree to which political attitudes and partisanship do (or don’t) influence what we watch for entertainment.

Mark Loughney – Senior Consultant, Hub Entertainment Research

Discussants:

Pedro Almeida, Ph.D. – CEO & Co-Founder, Mediaprobe
Brian Fuhrer – SVP, Product Strategy & Thought Leadership, Nielsen
Horst Stipp, Ph.D. – EVP, Research & Innovation, ARF

1:55-2:15pm	Afternoon Break
2:15-2:20pm	Afternoon Sessions: Welcome Back Paul Donato – Chief Research Officer, ARF
2:20-2:50pm	Audience Measurement Needs and Solutions in Today’s Media World Measurement is critical to understanding audience behaviors and for devising successful business and advertising strategies. This session will provide updates on the latest developments and initiatives to improve measurement and an expert discussion about the key issues. Brian West – SVP, Data & Measurement Strategy, NBCUniversal Melva Goffney Benoit – VP, Content and Sports Sales, VideoAmp Ed Isabella – SVP Research, Insights, and Analytics, Disney Entertainment Television Daniel Tjondronegoro – Co-Founder, Beatgrid Moderator: Tameka Kee – Deputy Managing Director, Coalition for Innovative Media Measurement (CIMM)
2:50-3:10pm	How Streaming Ads Can Have Full-Funnel Impact In today’s fragmented media landscape, it is becoming increasingly difficult for brands to meaningfully connect with audiences. Streaming TV helps reach and engage with the right audiences, but most advertisers think of STV as only an upper funnel solution. However, STV has revolutionized content consumption, offering convenience and content diversity to viewers. As STV continues its growth, advanced measurement capabilities will unlock its full potential – from a brand awareness tool into a full-funnel advertising channel. This session will debunk misconceptions about STV measurement by sharing insights and solutions. Lily Tong – Director of Measurement, Amazon Advertising
3:10-3:30pm	Using Biometrics to Innovate with Strategic Audiences Mediaprobe will share how scalable biometrics reveal distinct emotional engagement patterns that should be considered when targeting audiences. Case studies will be shared that show how taking audiences’ values and attitudes into account can have significant implications in terms of building and harnessing strategic audiences for advertising. Pedro Almeida, Ph.D. – CEO & Co-Founder, Mediaprobe
3:30 – 4:00pm	The Future of Sports: Where Will They be Watching and How Will This Impact Advertising? Sports is big business and can be a driver of viewer loyalty. An expert panel will share their insights on key issues: How is sports programming on the various platforms evolving, what drives consumers’ choices and preferences, and how can advertisers lean into the changing landscape? How can media companies entice sports fans to watch content on their network/streaming platform, enhance fan engagement, and drive advertising effectiveness? What are the research challenges and opportunities including measurement? Matt Gottlieb – SVP, Insights & Measurement, NBCUniversal Advertising & Partnerships Jennifer Pelino – Chief Commercial Office & President, Data Cloud, Sports Innovation Lab Michael Bernstein – SVP, Data and Analytics, Excel Sports Management Moderator: Michael Mulvihill – President, Insights and Analytics, Fox Corporation Additional speakers to be announced
4:00 – 4:25pm	Future Panel: Predictions for 2025 and Beyond Hear predictions from panel experts about trends that will emerge within the next year and beyond based on research insights presented today. Natasha Hritzuk – VP, Head of Corporate Research, Warner Bros. Discovery Chris Lang – Partner & Chief Insights Officer, SmithGeiger Moderator: Andrew Wallenstein – President & Chief Media Analyst, Variety Intelligence Platform (VIP+) Additional speakers to be announced
4:25 – 4:30pm	Closing Remarks Paul Donato – Chief Research Officer, ARF
4:30-6:00pm	Cocktail Reception