Viewer behavior is shifting at an unprecedented rate. By 2022, more than 58 percent of the US population will subscribe to OTT video content services according to eMarketer. How and why do viewers choose platforms and networks? How do they discover new programs, and what influences their program selections?
At OTTxSCIENCE on October 22 at the Universal Studios Lot you will hear about the latest trends, technologies, content and competition within the OTT space. During this one-day program, industry experts will discuss: how they are measuring changing viewing behaviors, the latest trends concerning both content and ad creative, and how data driven marketers approach OTT and the criteria they use to select data providers to ma…
Solving the Attribution Puzzle
Bridging MMM and MTA for Better Marketing Outcomes
Market mix models (MMM) have been a staple of marketing analytics for decades, but our ever-expanding digital footprints have facilitated the rise of multi-touch attribution (MTA) as a competing paradigm for understanding the ROI of each component of marketing spend.
Each approach has its pros and cons: MMMs are more comprehensive, but they take more time. MTA models are faster and more granular, but generally apply to more limited use cases. This creates challenges for marketers, as they try approaches to connect the two to gain from both, while avoiding mistakes.
Learn how marketers are solving the attribution puzzle — as leaders in the f…
Responding to the changing demographics of 21st century America, brands are beginning to recognize the need to communicate with an increasingly diverse population. Yet, all too often companies get their advertising messages wrong when trying to appeal to different ethnic groups. Social media then magnifies the negative reaction.
The range of successes and failures associated with multicultural campaigns — from H&M's "Coolest Monkey in the Jungle" to Nike's partnership with Colin Kaepernick — underscores the industry’s need for guidelines that will facilitate developing meaningful messaging and minimize the odds of a backlash.
To address this need, the ARF Cultural Effectiveness Council is excited to welcome speakers from…
Identifying and understanding industry trends are critical to your job and career success. Earn respect, grow your reputation and secure your next promotion by being an articulate forward-thinker. Given the accelerated disruption in our insights and analytics industry how do you prioritize trends and translate them in compelling ways to your team and management?
Join us for the afternoon on Dec. 3, from 2:00 – 5:00pm followed by a cocktail reception, at the Wunderman Thompson NY office. We will take a focused look– through presentations and roundtable discussions – at three key 2020 trends:
Marketing: preparing for the “Third Age”
Media: TV’s trajectory, OTT and advertising spend online
April 19 @ 9:00 am - April 21 @ 7:00 pm • Jersey City
We are pleased to offer a special "Friends & Friends" rate for AUDIENCExSCIENCE 2020.
Register now and save up to $900 per ticket. This offer expires 11/1/19.
Friends & Family
Full Conference ticket includes Sunday afternoon workshop, Monday and Tuesday sessions, President's reception, and lunch both days.
Learn more about submitting your work for consideration for presentation at AUDIENCExSCIENCE 2020.
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