Day 1 – Sept 21 | Day 2 – Sept 22 | Day 3 – Sept 23
Monday, September 21, 2020
11:00 – 3:00 pm EDT
11:00 – 11:05am
WELCOME
Scott McDonald, Ph.D. – CEO and President, ARF
11:05 – 11:20am
INTERVIEW
The Future of Audience Measurement
Many marketers agree that a common framework for measuring video and audio is needed. But the sources of video and audio continue to multiply, as do the places and devices where viewing and listening take place. Some source/device/place combinations have multiple viewers/listeners, some only one. Some deliver targeted audiences, some don’t. Some viewing/listening conditions inspire high levels of attention, some lower. What is the best path forward for unified video/audio measurement across this fragmented landscape? What is at stake for marketers? Are we making progress, running in place, or falling behind? Join this conversation with Nielsen’s David Kenny for a fascinating view of what’s ahead.
David Kenny – CEO and CDO, Nielsen
Moderator: Scott McDonald, Ph.D. – CEO and President, ARF
11:20 – 11:40am
PRESENTATION
Connected Cars Improve a Brand’s Radio Strategy
Connected cars are a new, unique data source that can combine behavioral radio exposure in a car with real time location analytics for attribution. GM shares how they are leveraging this potential to measure radio listenership, attribution and other adjacent insights.
Saejin Park – Director, Global Digital Transformation, General Motors
Aaron Wolf – Data Scientist, General Motors
Sasha Wolfe – Head of Media, Taco Bell
11:40am – 12:00pm
PANEL
Attribution in a Post-Cookie World
In a world where there are no cookies many questions arise about how web analytics will work in the future. In the past, some pundits proclaimed that attribution was collateral damage that was ultimately going to become impossible. Others said that attribution could still be accomplished, but with a different set of tools and processes to protect user privacy but deliver on marketer needs. Still others questioned whether attribution had ever worked as well as promised and wondered whether the post-cookie adjustments might not ultimately bring a more realistic set of expectations to campaign measurement and evaluation. This panel will illuminate and add to this discussion.
Travis Clinger – VP Global Strategy and Partnerships, LiveRamp
Marty Kihn – SVP Product Strategy, Marketing Cloud, Salesforce
Marc Vermut – VP, Advisory Services, Neustar
Moderator: Angelina Eng – VP, Measurement & Attribution, IAB & IAB Tech Lab
SPEED PAPERS
12:05 – 12:15pm EDT
| Beyond Demographics and Generation: Life Transitions and Connection
As people transition into new life stages, consumer needs begin to shift, opening opportunities to engage in new content and brands. Learn how WarnerMedia has pivoted to address these changing needs. Alexa Raven – VP, Consumer Insights, Warner Bros. Media Research & Insights |
The Impact of TV Ad Exposure
A behavior analysis of strategic targets help a major programmer understand which audiences were most influenced by a tune-in campaign for a popular show season 3 premier. Lindsey Woodland – VP, Analytics, 605 |
TV Advertising During a Pandemic
Gain insight on what types of ads are best to present during a pandemic (specifically COVID-19) and help your organization navigate advertising during these difficult times. Phillip Lomax – SVP Business Development, MediaScience |
12:20 – 1:15pm CONCURRENT SESSIONS – WINNING PAPERS & SOLUTIONS
| Ad Effectiveness: Maximizing Bang/Buck | Identity Mapping & Privacy: Linking Subjects, Sources and Consent | Targeting: Advances in Targeting |
|
|---|---|---|---|
| Session Chair: Beth Rockwood – SVP, Portfolio Research, Turner Ad Sales | Session Chair: Seth Duncan – Leader, Analytics & Insights, W2O |
Session Chair: Cole Strain – Head of Measurement Solutions, Pinterest | |
| 12:20 – 12:35pm | And Now For a (Not So Brief) Message From Our Sponsors
Exploring longer ad lengths in mobile. Priscilla Aydin – Group Director, Primary Research, Omnicom Media Group |
Appending and Enhancement of First-Party Audience Data
The new frontier – combining first-party data with third-party data attributes. Courtney Lehecka – Associate Manager Audience Strategy & Activation, NA Media & Data, PepsiCo Joe Conte – Principal, IRI Media Center of Excellence |
Maximizing Digital Media Efficiency
Using machine learning-based targeting. Megan Lau – Group Research Manager, Microsoft |
| 12:35 – 12:50pm | Producing Effective Ad Curation
Using neural networks and statistical analyses to maximize audiences during TV ad breaks. Beth Egan– Associate Professor, Advertising, Syracuse University |
Can Blockchain Provide a New Approach for Addressing Privacy?
How buyers can interact directly with individuals in a way that protects privacy. Paul Neto– Co-Founder & CMO, Measure Protocol |
Hacking the Funnel
Targeting for high growth potential in a signal-less environment. Miguel Hernández – Marketing Effectiveness Analytics/LATAM, Nielsen Felipe Prandini da Silveira – Marketing Science Partner, |
| 1:00 – 1:15pm | Optimizing Programmatic Media Campaigns
Chris Hopkins – Senior Partner & Senior Director of Analytics, GroupM |
Consumer Take on Data & Ad Personalization
A fresh look at the consumer POV on data privacy and ad personalization today. Lisa Kimura – Project Manager / Research Analyst, Intelligence Solutions & Strategy, Magna Global |
Client Centric Marketing Drives Bottom Line
Increasing conversion potential and optimizing marketing resource allocation. Thomas Boos – Audience Analytics Lead, IBM Corporation |
1:20 – 1:40pm MODERATED TRACK DISCUSSIONS
| Ad Effectiveness: Maximizing Bang/Buck | Identity Mapping & Privacy: Linking Subjects, Sources and Consent | Targeting: Advances in Targeting |
|
|---|---|---|---|
| Session Chair: Beth Rockwood – SVP, Portfolio Research, Turner Ad Sales | Session Chair: Seth Duncan – Leader, Analytics & Insights, W2O |
Session Chair: Cole Strain – Head of Measurement Solutions, Pinterest |
1:45 – 2:00pm
PRESENTATION & INTERVIEW
Why Driving a Strong Brand Still Matters
In today’s uncertain times, marketers have had to rethink how they serve their customers and manage their business. Consumers are looking to Brands to respond in appropriate ways to address the health and economic issues. How have Brand pivoted in their marketing journey, has it changed from the previous highly activation-focused approach that was the norm? Today, does having a strong brand matter? And, do we need to drive it with marketing investments, or delivering appropriate experiences enough? At the heart of these questions is being able to assess and quantify the value of a strong brand, and show what marketing can do to improve brand equity in these changing times.
Abby Mehta – SVP, Marketing Analytics & Insights Executive, Bank of America
2:00 – 2:30pm
KEYNOTE PRESENTATION & INTERVIEW
Collecting Data During a Global Pandemic
Just as the U.S. Census Bureau kicked off the constitutionally mandated once-a-decade population count, COVID-19 began making its way across the globe. With the arrival of the COVID-19 pandemic, Census Bureau leadership had to think outside the box, and delay and extend certain 2020 Census operations. Learn how the agency modified work, all while maintaining operations, releasing data products, and continuing to serve the data user community during unprecedented time.
Dr. Ron Jarmin – Deputy Director and COO, U.S. Census Bureau
2:35 – 2:55pm
THE LAST WORD
Anchor commentators share their perspectives on what they heard and what it means. These sessions will be recorded, summarized and published.
Andy Fisher – Head of Merkury Advanced TV, Merkle
Molly Poppie – SVP, Data Science, Nielsen
Shyam Venugopal – VP, Global Media and Consumer Data, PepsiCo, Inc
Moderator: Beth Egan – Associate Professor, Advertising, Syracuse University
2:55 – 3:00pm
CLOSING REMARKS
Scott McDonald, Ph.D. – CEO and President, ARF
Tuesday, September 22
10:00am – 3:00pm EDT
10:00 – 11:00am
ARF SOCIAL MEASUREMENT COUNCIL WORKSHOP
Members of the ARF Social Media Council’s Steering Committee—decision-makers at major brands, agencies and platforms—will provide an overview of the Social Council’s Social Media Field Guide being developed by the Council. Topics include: measurement of paid/owned/earned social media, measurement of influencers and case studies on
the impact of social media on lower-funnel metrics.
Danti Chen – Head of Applied Data Science & Insights, SVP, Global Intelligence, Weber Shandwick
Jon Farb – Chief Product Officer, ListenFirst
Amy Laine – Principal Market Analyst, Social Insights Program Team Lead, IBM; Co-Chair, Social Council
Danny Landau – Senior Director, Research and Analytics, Talkwalker
Shelley Murphy – VP, Media Center of Excellence, IRI
Andrew Reid – EVP, Data Products, Weber Shandwick; Co-Chair, Social Council
11:00 – 11:05am
WELCOME
Scott McDonald, Ph.D. – CEO and President, ARF
11:05 – 11:20am
KEYNOTE & INTERVIEW
The Future of TV is NOW: Implementing an Audience-First Approach
As consumers are met with more screens and choices, advertisers must leverage technology to maximize TV’s brand-building power. Applying an audience-first strategy to your TV buy and moving beyond age and gender is the first step to finding, engaging and motivating audiences across time, screen and location. Nicolle Pangis, CEO of Ampersand, will share how multiscreen TV campaigns backed by insights, scaled inventory and advanced measurement have become simpler and why it’s more necessary to reach audiences today – than ever before.
Nicolle Pangis – CEO, Ampersand
Moderator: Jane Clarke – CEO, Managing Director, CIMM
11:20 – 11:35am
INTERVIEW
Media’s Role in Diversity
In the wake of social unrest and the Black Lives Matter momentum in the U.S. in 2020, many companies are heeding this national awakening and changing their business strategies. CBS is one of those companies: they are committing at least 25% of its script development budget to creators and producers who are Black, Indigenous and people of color (BIPOC) starting with the 2021-22 development season. How are the programming and content – which have the power to shape perspectives and drive conversations around critical issues – being driven by audience measurement, analytics, market, program and advertising research?
Radha Subramanyam – President and Chief Research and Analytics Officer, CBS
Moderator: Scott McDonald, Ph.D. – President & CEO, ARF
11:35 – 11:50am
PRESENTATION
Accurate Portrayal of Women and Girls in Advertising = Sales Lift
While increasing attention is being paid to the social implications of representation in industry, politics and media, less attention has been paid to the business case for accurately and positively portraying women and girls in media and advertising… until now. Women, who influence 85% of consumer goods purchases, are now demanding the “advertising world needs to catch up to the real world.” Now there’s proof that doing just that can boost the bottom line. Campaigns that accurately portray women and girls can garner incremental sales lifts of up to $2 million. Hear how you can determine whether you are indeed gaining a sales lift by ensuring equality in marketing messages while also supporting your brand mission.
Nadine Karp McHugh – President, SEEHER, ANA
Jennifer Pelino – SVP Omni Channel Media, Media Center of Excellence, IRI
SPEED PAPERS
11:55am – 12:05pm
| Integration of Product and Personal Motivations Yields KPI Lifts
Targeting Programmatic by personal motivations as well as the more familiar product motivations yields substantially better business outcomes. Charles Cantu – CEO, Reset Digital |
Amazon Ad Pre-Test Platform
A quick and easy way to test your ads on Amazon.com, in the natural environment, to help increase conversion rates by assessing and improving the design, placement, and content of your ads on Amazon.com. Jeff Bander – Chief Revenue Officer USA, Eye Square |
TFQ Lounge |
12:15 – 1:10pm CONCURRENT SESSIONS – WINNING PAPERS & SOLUTIONS
| Context Effects:Enhancing the ROI Upside | Methods: Making Models More Accurate |
Inciting Demand: Making Brand Advertising Pay |
|
|---|---|---|---|
| Session Chair: Margaret Coles – EVP, Head of West, Edelman Intelligence | Session Chair: Steven Millman – SVP, Research & Operations, Dynata |
Session Chair: Chris Fosdick – Managing Partner, The Cambridge Group | |
| 12:15 – 12:30pm | Solving Brand Suitability
Testing the effectiveness of human-supervised machine learning. Robert Cukierman – SVP, Strategy & Measurement, Zefr Kara Manatt – SVP, Intelligence Solutions & Strategy, Magna Global |
Extreme is Relative
Outlier identification through machine learning and its impact on lift metrics. Oana Dan – Director, Data Science, Nielsen Lee Shibley – Data Science Associate, Nielsen |
What it Takes to Build a Credible Business Case for Investment in Brand
A leading UK insurance company’s journey from acquisition-based marketing investment to a mix of brand and acquisition. Jed Meyer – Managing Director, North America, Ebiquity Nic Pietersma – Director Analytics, Ebiquity |
| 12:35 – 12:50pm | Unlocking the Secrets of Mobile Advertising Effectiveness
Surprising insights into how consumers interact on mobile devices. Jon Brand – SVP, Consulting, Senior Practice Leader, GfK |
Innovative Approach to Combining Probability and Non-Probability Samples
Using small domain estimation methods to account for potential bias. David Dutwin – SVP, Business Ventures & Innovation, NORC at the University of Chicago David Sterrett – Senior Research Scientist, NORC at the University of Chicago |
The ROI of Brand Love
Linking the relationship of brand building to both short- and long-term sales. Pawanesh Malla – Associate Manager, NA Media, Advanced Analytics & ROI Engine, PepsiCo Kevin Moeller – Head of Media Analytics & Insight, NA Beverages, PepsiCo |
| 12:55 – 1:10pm | Visual Attention as a Common Media Currency
Comparing the attentional effectiveness of advertising across different media. Neil Eddleston – Managing Director, JCDecaux OneWorld |
Many Moving Parts: Predicting Brand Growth With Machine Learning Models
The role of advertising, price, and promotion in building short- and long-term sales and brand equity. |
How the “Whole Person” Reaction Predicts Video Effectiveness
Optimizing on a spectrum of responses produced more effective online videos at scale. Amanda Currell – VP, Kantar |
1:15 – 1:35pm MODERATED TRACK DISCUSSIONS
| Context Effects: Enhancing the ROI Upside | Methods: Making Models More Accurate | Inciting Demand: Making Brand Advertising Pay |
|
|---|---|---|---|
| Session Chair: Margaret Coles – EVP, Head of West, Edelman Intelligence | Session Chair: Steven Millman – SVP, Research & Operations, Dynata |
Session Chair: Chris Fosdick – Managing Partner, The Cambridge Group |
SPEED PAPERS
1:40 – 1:50pm EDT
| $2.2 Trillion ROI Study Ranks OTT, TV, Digital
Using only the most irrefutable ad spend and sales data, this massive study finds certain media types have the highest ROI by far. Bill Harvey – Executive Chairman BHC |
Attention by Spot Length. What Is The True Communication Value of Your Unit Length?
Dentsu’s Attention Economy data, including data from TVision, sheds a clear light on the realities of spot lengths, and adds more clarity to the price paid versus “time to talk” debate, plus food for thought for strategy, planning, and buying. Joanne Leong – VP, Director, Global Media Partnerships, Dentsu |
TFQ Lounge |
2:00 – 2:30pm
KEYNOTE
The Future of Advertising Investment
The near-term and long-term impacts of COVID-19 on TV and film industry economics, with a special focus on advertising positives and negatives.
Laura Martin, CFA & CMT – Entertainment & Internet Analyst, Needham & Company, LLC
2:35 – 2:55pm
THE LAST WORD
Anchor commentators share their perspectives on what they heard and what it means. These sessions will be recorded, summarized and published.
Nishat Mehta – President, Media Center of Excellence, IRI
Jed Meyer – Managing Director, North America, Ebiquity
Radha Subramanyam – President and Chief Research and Analytics Officer, CBS
Moderator: Shelley Zalis – CEO, The Female Quotient
2:55 – 3:00pm
CLOSING REMARKS
Scott McDonald, Ph.D. – CEO and President, ARF
Wednesday, September 23
10:00am – 3:00pm EDT
10:00 – 10:30am
ARF COGNITION COUNCIL PRESENTATION
Context Effects: Updates from the Front Lines
Alignment between content advertising and differing effects of contextual cues on perception of marketing campaigns.
Kimberly Rose Clark, Ph.D. – Senior Lecturer, Dept. of Psychological & Brain Science, Dartmouth College
Robin Garfield – EVP, Research and Scheduling, CNN
Bill Harvey – Executive Chairman, RMT, Inc.
Jay Mattlin – Council Director, ARF
Horst Stipp, Ph.D – EVP, Research & Innovation, ARF
10:30 – 11:00am
Media Reactions: The Places That Bring Great Advertising to Life
Great advertising needs great media environments but defining the quality of a media placement is becoming increasingly complex. Media is not just a game of numbers. Eyeballs and cost per impression have always mattered, but they have never been the full story. The medium is now part of the message like never before. Beyond questions of transparency, fraud and brand safety, the industry is grappling with complex ethical dilemmas. Highly politicized decisions about freedom of speech can impact attitudes to media brands, and the advertising which appears in those platforms. The COVID-19 pandemic has also forced marketers to quickly shift investment to align with rapidly changing consumer behavior. Amidst this volatility, which are the environments that advertisers can trust most to reflect the aspirations and ambition of their brand?
Kate Ginsburg – VP, Media & Content Marketing, Kantar NA
Duncan Southgate – Global Brand Director, Kantar
11:00 – 11:05am
WELCOME
Scott McDonald, Ph.D. – CEO and President, ARF
11:05 – 11:20am
KEYNOTE CONVERSATION
How Can Disruption Accelerate Growth?
As we’ve seen, disruption has a huge impact on society and our industry, creating a potential to accelerate growth. How can marketers better understand the evolving relationship between humans and technology, and harness that to plan for and guide them through disruption? To be discussed in this conversation: the high-velocity transformation and how connecting data will break down organizational silos, bring to light a more profound understanding of consumers, and allow clients to deliver time-sensitive, customized experiences at scale – understanding people to inspire growth.
Reed Cundiff – CEO, Kantar NA
Moderator: Mary Ann Packo – Chair, Board of Directors, ARF
11:20 – 11:35am
PRESENTATION
Unpacking Data Inputs for TV Attribution
Howard Shimmel – President, Janus Strategy & Insights, LLC
Jim Spaeth – Partner, Sequent Partners
Alice Sylvester – Partner, Sequent Partners
Introductions: Jane Clarke – CEO, Managing Director, CIMM
11:35 – 11:55am
PANEL
The Necessity of Cross-Media Measurement
While the growth in media options has rapidly fragmented the consumer audience, the measurement of consumers has fragmented as well… rendering essential metrics such as cross-media reach and frequency to be unmeasurable. This has resulted in a significant setback for marketers and their ability to effectively plan and evaluate advertising campaigns holistically across media touchpoints. This panel will address the necessity of achieving cross-media measurement from a global and local perspective. The panel will review the business case for a cross-media measurement solution, the work of the WFA to establish global cross-media measurement principles and how this approach is now being applied by the ANA to create a U.S. system of cross-media measurement.
Kanishka Das – Global eBusiness Analytics & Insights Leader, P&G
Brad Smallwood – VP of Marketing Science, Facebook
Radha Subramanyam – President and Chief Research and Analytics Officer, CBS
Moderator: Artie Bulgrin – Measurement Consultant & Project Lead, ANA
11:55am – 12:10pm
Industry POV with Comscore
Bill Livek, CEO and Executive Vice Chairman of Comscore, joins Scott McDonald to share his perspective on the rapidly evolving media landscape, and discuss why he believes TV will never be the same – and neither will its currency.
Bill Livek – CEO and Executive Vice Chairman, Comscore
Scott McDonald, Ph.D. – President & CEO, ARF
KANTAR LOUNGE
12:10 – 12:20pm
12:20 – 1:55pm CONCURRENT SESSIONS – WINNING PAPERS & SOLUTIONS
| The Media Futures is Here | Video Content: Getting Programming & Ad Formats Right | Getting Noticed: Understanding Human Attention | |
|---|---|---|---|
| Session Chair: Paul Donato – Chief Research, Officer, ARF | Session Chair: Josh Chasin – Chief Measurability Officer, VideoAmp | Session Chair: Peter Sedlarcik – Chief Data Officer, Havas Media | |
| 12:20 – 12:35pm | Audience Found – A Journey Through Television
Combining subscriber data with leading 3rd party data to create a new view into TV. Marci Cohen – VP, Marketing Research & Insights, Spectrum Reach |
Breaking the Glass Ceiling
Viewership trends for Female-led TV programming to uncover marketing best practices. Rebecca Fine – Sr. Research Manager, Samba TV Nicole Samrao – Research Manager, Samba TV |
Exploring the Multiple Dimensions of Attention to Advertising
How advertisers can appropriately measure and assess behavioral attention to their advertising. Nicole Hartnett – Senior Marketing Scientist, Ehrenbergh-Bass Institute Duane Varan – CEO, MediaScience |
| 12:40 – 12:55pm | Over/under? Average vs. Exact Commercial Metrics
How ad measurement could change by moving toward a more granular cross-media commercial metric. Leah Christian – VP, Data Science, Nielsen Kay Ricci – Principal Data Scientist, Nielsen |
The Power of Short-Form Video
The true effects of premium short form content. Paul Cavalluzzi – Director, Analytics & Insights, Publicis Media |
The Role of Emotion in Human Decision Making
Implications for brand success. Manuel Garcia-Garcia, Ph.D. –Global Lead of Neuroscience, Ipsos |
| 1:00 – 1:15pm | Data Driven Linear + OTT Addressable = Reach Optimization
TV advertising is moving beyond age and gender targets to embrace advanced targeting. Peter Doe – Chief Research Officer, Clypd |
Limited Interruption
Improving both the program and ad environments. Jeff C. Boehme – TV & Cross-Platform Research, Comscore |
How do Chinese and Australian Viewers Process Ads?
There are cultural universals in what consumers pay attention to in ads, but culture affects what gets processed and remembered. Lena Zou-Williams, Ph.D. – Centre for Cognitive Systems and Neuroscience, University of So. Australia |
| 1:20 – 1:35pm | Work/Life Balance: What WFH Really Means for Media Usage
It’s no surprise that media usage has increased due to quarantines and social distancing. But what do consumers actually have to say about it and how does that compare to the data? Peter Katsingris – SVP, Audience Insights, Nielsen |
Media Equivalence Study
The Impact of TV, YouTube, and Facebook video advertising. Dirk Bruns – Head of Video Sales, Central Europe, Google |
Make Noise With the Right Video Captioning
Eric Cavanaugh – SVP, Cross-Platform Marketplace Intelligence, Publicis Media |
| 1:40 – 1:55pm | CIIMtm: Capturing Culture’s Direct Contribution to Sales
Carlos Santiago – President & Chief Strategist, Santiago Solutions Group and Co-founder, ANA-AIMM, Alliance for Inclusive and Multicultural Marketing | Anheuser-Busch’s Approach to Win the Super Bowl
Using mixed methodology research: marrying qual, quant, and neuro. Paige Dawes – Senior Manager, Brand Insights & Strategy, Anheuser-Busch |
Accurately Map the Customer’s Mobile Journey
Emodo |
2:05 – 2:30pm MODERATED TRACK DISCUSSIONS
| The Media Future is Here | Video Content Getting Programming & Ad Formats Right | Getting Noticed: Understanding Human Attention | |
|---|---|---|---|
| Session Chair: Paul Donato – Chief Research Officer, ARF | Session Chair: Josh Chasin – Chief Measurability Officer, VideoAmp | Session Chair: Peter Sedlarcik – Chief Data Officer, Havas Media |
2:35 – 2:55pm
THE LAST WORD
Anchor commentators share their perspectives on what they heard and what it means. These sessions will be recorded, summarized and published.
Barb Murrer – VP, Marketplace Insights, Levi Strauss & Co.
Elizabeth Tarpinian – Consumer Market & Insight, Senior Director, Unilever NA
Mark Truss – Chief Research Officer, Wunderman Thompson
Moderator: Stephen DiMarco – Chief Digital Officer, Kantar
2:55 – 3:00pm
CLOSING REMARKS
Scott McDonald, Ph.D. – CEO and President, ARF