The ARF and the Young Pros hosted their annual Bootcamp event at Fordham University’s Lincoln Center Campus, 140 West 62nd Street on January 30, 2019.
Navigating Your Career
SPEAKER:
Bob Pearson – Senior Advisor, W2O Group
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Panel – Advanced Audience Buying: Beyond Age and Gender
For the past 50 years or so, the process of buying TV ads has remained consistent and straightforward with age and gender. Interest in more targeted ad buying is bubbling up, fueled by how seamless the process works for Digital. Enter the era of data-driven linear and the complicated world of advanced audience target building. With any new form of measurement comes opportunities and hurdles from definition consistency among programmers to universe size estimates. We will delve into different data sources, strategic targeting best practices, the industry standards that should be set, the biggest measurement challenges/barriers today, and what all stakeholders can do to enable a more seamless process for the future.
SPEAKERS:
Aliza Wechsler – Senior Manager Of Advanced TV & Attribution Research, A&E Television Networks
Kendall Quinn – Manager Ad Innovation, Turner Additional TBA
Laura Gambino – Data Scientist, Omnicom MediaGroup
Travis French – Director of Advanced Audiences Research, Discovery
Andre Roux – Senior Director of Data Sourcing and Partnerships, NBCU
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The Role of Channel Logos in On-Demand Platforms
This new research from Viacom explores the role that TV channel branding plays in on-demand consumer choice. It seeks to understand what channel branding provides to the user experience and navigation of an on-demand environment, as well as what consumers are missing out on with its removal.
The project came to fruition because in the race to provide more on-demand experiences, many platforms in the UK & US are attempting to “de-brand” their environments and solely use show titles for navigational purposes (a trend originally led by Netflix). We wanted to help MVPDs and other OTT partners understand that providing branded content environments is in their own best interest.
SPEAKER:
Kerri Fortune – Senior Manager of Consumer Insights, Viacom Media Networks
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Fireside Chat – Advertising from all Angles: The Opportunities and Challenges in Attribution
As we are exposed to a growing number of marketing tactics daily, everything from traditional TV commercials to podcasts, to influencers and their #ads, it has become increasingly difficult to tease out exactly which exposure influenced a consumer’s decision to interact with a brand. In this session, members of the ARF’s Attribution Council will explore how attribution is becoming a crucial part of the measurement space, the varying approaches, as well as the challenges that exist in the age of data privacy, ad blocking, and walled gardens.
SPEAKERS:
Carlos Jose Fonseca – SVP of Marketing Science, MetLife
Nancy Smith – President & CEO, Analytic Partners
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5 Things You Should Know About Influencer Marketing from Influencer Marketers
SPEAKER:
Scott Moscatelli – Senior Director of Account Management, Univision
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Connecting the Dots: Designing an Effective Strategy In a Changing Landscape
SPEAKER:
Laura Chiavone – Chief Strategy Officer, Tribal WorldWide New York
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Young Pro to Established Pro: Lessons Learned Along the Way
KEYNOTE SPEAKER:
Donna Speciale – President, Turner Ad Sales
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Breakout Sessions:
Negotiations
Speakers:
Laurie Karr – LK Insight + Strategy & Don Meghbarab – Shutterstock
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Excel Training
Speaker: Lyndsey Albertson – Disney ABC Television Group
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Making data work for you: Achieving your Business Objectives
Speakers:
Smriti Khanna & Lauren Ettlinger – Google
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