Audience Measurement 7.0 - Program
 

Audience Measurement 7.0 - Program

MONDAY, JUNE 11

7:30am 
Foyer, 6th Floor
Registration Opens

8:00 – 8:30am 
Majestic, 6th Floor
Kantar Media Breakfast Presentation
How Do They Really Feel?  Consumers’ Behaviors and Attitudes Toward Healthcare Advertising
Where do consumers turn for healthcare information? How does their exposure to advertising impact their brand usage or other health-related behaviors? Do their media consumption habits differ depending upon the state of their health or the ailments they have?  Kantar Media provides answers to these questions and offers additional key insights for marketers, agencies, and media owners through the 2012 MARS study.  Learn actionable data that can help you better understand consumers’ behavior in this more than $4 billion market.
Dave Emery – Vice President & General Manager, Healthcare Research, Kantar Media

8:30 – 8:45am 
Broadway Ballroom, 6th Floor
Opening Remarks and Welcome
Terry Kent – CEO, Kantar Media North America
David Marans – EVP, Media, ARF

Morning topic: MEDIA BEHAVIOR
8:45 – 8:50am
Overview
Horst Stipp will introduce the topic of the morning sessions – new insights on how consumers use media today. Hear a summary of conclusions from an ARF analysis of reports on media use research in the popular and trade press.
Horst Stipp – EVP, Global Business Strategy, ARF

8:50 – 9:20am
Broadway Ballroom, 6th Floor
Keynote
Measuring the Magical: Using Rational Science to Understand Emotional Media Moments
We've gotten very good at measuring the rational – who watched what, what they buy, and how they "say" they feel about something. Yet we are on the cusp of a new measurement era, where new tools and techniques are allowing us to probe deeper and go beyond the rationalized answers people give. We are starting to be able to measure the magic behind media – the moments when someone is moved to feel differently about a brand, a character, or a concept. Learn about how new tools such as Bio-Dial and Smile-Dial will bring deeper insights to the power and magic of media.
Charles Kennedy – SVP, Research, ABC Television Network

9:20 – 9:30am
Broadway Ballroom, 6th Floor
One-on-One Interview
New Platforms, New Challenges, New Answers
The industry has been searching to accurately capture evolving consumer behavior as technology unfolds. Turner Broadcasting has been at the forefront of exploring consumer behavior and the use of new platforms that have become venues for programming. We’ll be talking about challenges that still exist as well as answers we’ve uncovered during this measurement crisis.
Jack Wakshlag – Chief Research Officer, Turner Broadcasting System, Inc.
Moderator:
David Marans – EVP, Media, ARF

9:30 – 9:50am
Broadway Ballroom, 6th Floor
Presentation
The Evolution of the Video Consumer
A look across our screens informs us how we consume media today.  What does this mean for us as consumers, advertisers, or programmers? We will look at data for all platforms and the interaction between platforms that is happening today.
Pat McDonough – SVP, Insights and Analysis, Nielsen

9:50 – 10:20am
Broadway Ballroom, 6th Floor
Panel
Understanding Media Behavior and Media Usage
Do you have enough precision in understanding how your customers consume media? What is missing? Where and how do you reach them with commercial messages? Hear from three advertisers about why media measurement is important to them and how it affects their companies.
Scott Grenz – Director of Media Buying North America, GlaxoSmithKline
David Grueneberg – SVP, Advertising & Marketing, Citi Strategic Sourcing
Esohe Omoruyi – VP, U.S. Digital Media, L'Oréal
Moderator:
Dave Kaplan – VP, Bravo Media Research, NBCUniversal

10:20 – 10:30am
Broadway Ballroom, 6th Floor
One-on-One Interview
Transforming Assests and Approaches to Advertising Formats
Clear Channel Holdings is a multibillion dollar global media/entertainment leader specializing in outdoor and radio/audio platforms. Quaint? Hardly. You’ll hear their EVP of Insights and Analytics describe the ways Clear Channel has been embracing the digital revolution as a means to transform their assets. She will talk about how their approaches to advertising formats have won kudos from both consumer and marketers. And we’ll gain a look into their CEO’s (the legendary Bob Pittman) vision for the company.
Radha Subramanyam – EVP, Insights and Analytics, Clear Channel Media and Entertainment

10:30 – 10:45am
Foyer, 6th Floor
Morning Networking Break

10:50 – 11:20am
Key Issue Papers - click here to see all 32 presentations
Explore cutting-edge original research. Attend any presentation within any track.

10:50 – 11:20am
Shubert, 6th Floor
Media Measurement: Agency & Media Perspective
The Buyer Action Measure for Magazine Readers
A reflection of true collaboration between research agency and client, working together to bring to life a new measure based on a proven technique.
Angela Brooks – Senior Consultant, McNair Ingenuity Research

10:50 – 11:20am
Majestic, 6th Floor
Media Measurement: Advertiser Perspective
Building Brand Growth with Television – Kraft Success Story
By leveraging consumer targets in planning and buying TV, Kraft drove growth for their brands. Understand the potential for growth within your brands.
Terese Herbig – SVP Sales & Marketing, TRA, Inc.
Mike Judge – Sr. Director, Consumer Insights & Strategy, Kraft/Oscar Mayer
John Marson – Sr. Manager, Media Planning, Kraft Foods

10:50 – 11:20am
Empire Complex, 7th Floor
All About Social Media, Part I
What Traditional Principles Matter When Designing Social?
What traditional creative principles predict in-market performance for social ads on Facebook, and which no longer remain true?
Sean Bruich – Head of Measurement Platforms and Standards, Facebook, Inc.
Daniel Slotwiner – Head of Measurement Solutions Group, Facebook, Inc..

10:50 – 11:20am
Liberty Room, 8th Floor
Mobile Platforms and Methods
User Engagement with Mobile Data Collection Apps
User expectations play a critical role in the use of mobile apps as data collection vehicles.
Trent Buskirk – Director, Global Emerging Methods, Nielsen

11:25 – 11:55am
Key Issue Papers - click here to see all 32 presentations
Explore cutting-edge original research. Attend any presentation within any track.

11:25 – 11:55am
Shubert, 6th Floor
Media Measurement: Agency & Media Perspective
Relative Effectiveness of Skippable Video Ads on YouTube
Skippable video ads on YouTube known as TrueView-in-stream appear to reduce user impact of online advertising without sacrificing advertiser value.
Max Pashkevich – Quantitative Analyst, Google, Inc.
Dan ZigmondEngineering Manager and Technical Lead for Video Data, YouTube

11:25 – 11:55am
Majestic, 6th Floor
Media Measurement: Advertiser Perspective
Leveraging Synergy & Emotion
Biometric research findings aid marketers in developing effective strategies to embrace the changing media landscape and deliver new levels of ROI.
Audrey Steele – SVP, Sales & Marketing, Fox Broadcasting Company
Carl Marci – CEO & Chief Science Officer, Innerscope Research, Inc.

11:25 – 11:55am
Empire Complex, 7th Floor
All About Social Media, Part I
How the Brain Goes Social
In recent years, marketers have increasingly sought to improve their advertising strategy by capturing consumers’ response to ads via neuromarketing. Nielsen NeuroFocus’ research focuses on how the brain shapes consumer behavior in social media.
Caroline Winnett – CMO, Nielsen NeuroFocus

11:25 – 11:55am
Liberty Room, 8th Floor
Mobile Platforms and Methods
Breaking Boundaries: Embracing Mobile Market Research
Explore case studies and real-life innovations fashioned to catch respondents on the fly by transforming online research into mobile friendly surveys.
Kristin Luck – President, Decipher

12:00 – 12:30pm
Key Issue Papers - click here to see all 32 presentations
Explore cutting-edge original research. Attend any presentation within any track.

12:00 – 12:30pm
Shubert, 6th Floor
Media Measurement: Agency & Media Perspective
Attracting Media Buyers by Creating a Transparent Audience
Companies like Pandora are using the latest measurement solutions to obtain precise and accurate audience data, providing added value for advertisers.
Rob Favre – Chief Compliance Officer and General Manager of Data and Analytics, Triton Digital
Doug Sterne – VP of Audio Sales, Pandora

12:00 – 12:30pm
Majestic, 6th Floor
Media Measurement: Advertiser Perspective
Understanding Opportunities of Media Use While Working
Almost 30% of all media consumed takes place at work, but the industry's measurement of this usage hasn't kept up with the change in workplace media.
Emily Vanides – VP, Research & Analytics, MediaVest
Sylvia Barney –Head of U.S. Insights, Microsoft Advertising
Mike Bloxham – Executive Director, Media Behavior Institute

12:00 – 12:30pm
Empire Complex, 7th Floor
All About Social Media, Part I
Why and How Ads Go Viral
YouTube and MetrixLab worked together to better understand what elements of online videos foster the best conditions for videos going viral.
Michelle de Montigny – Senior Account Consultant, MetrixLab
Thomas Utzinger – YouTube Germany

12:00 – 12:30pm
Liberty Room, 8th Floor
Mobile Platforms and Methods
Measuring Advertising Quality to Optimize ROI
Mobile carrier describes how it identified which advertising performance metrics drive its sales – and how it uses them to optimize ROI.
Charlissa Payne – Executive Director, Marketing, AT&T Mobility
Mara Doran – SVP, Nielsen
Greg Pharo – Director, Market Research & Analysis, AT&T Mobility

12:30 – 1:45pm
Broadway Ballroom, 6th Floor
Lunch & Keynote
All the Data You Need, But Only the Data You Need
What can elections tell you about both voters and consumers? How do we make sure that in a high-tech, high-information world, data overload doesn't obscure or limit the insights we need to understand the human side of the forward-looking choices people are making every day? President Obama's lead pollster, Joel Benenson, sits at a unique vantage point and will share his thoughts with us.
Joel Benenson – Lead Pollster, President Obama's Campaign; Founding Partner and President, Benenson Strategy Group

1:50 – 2:20pm 
Key Issue Papers - click here to see all 32 presentations
Explore cutting-edge original research. Attend any presentation within any track.

1:50 – 2:20pm 
Shubert, 6th Floor
Media Measurement: Agency & Media Perspective
Best Available Screen – Most Receptive Viewers
New research on the total context of media consumption reveals a range of opportunities to reach consumers in highly receptive states.
Barbara Singer – VP, Advertiser Insights and Strategy, ESPN Inc.
Kelly Johnson – Director, Media and Promotion Research, ESPN Inc.
Jim Spaeth – CEO, Media Behavior Institute

1:50 – 2:20pm 
Majestic, 6th Floor
Media Measurement: Advertiser Perspective
Viewer Choice Increases Advertising Efficacy
Providing consumers with a choice about the persuasive content they view increases both recall and persuasion.
Ilya Vedrashko – Director, Consumer Insights, Hill Holiday
Rob St. Louis – Assistant Analyst, Hill Holiday

1:50 – 2:20pm 
Empire Complex, 7th Floor
ROI and Marketing Science
TV ROI: A Game Changer
How much of an ROI game changer for television is Purchaser Targeting? How much does Program Environment add?
Bill Harvey – Vice Chairman and Chief Research Officer, TRA, Inc.
David Poltrack – Chief Research Officer, CBS Corporation; President, CBS VISION

1:50 – 2:20pm 
Liberty Room, 8th Floor
Mobile Platforms and Methods
Pioneering Insights From a Global Research Project
Using on-device metering in measuring the biggest mass medium – mobile.
Hannu Verkasalo – SVP, Arbitron Mobile

2:25 – 2:55pm
Special Presentations
Choose from four sessions on forward-looking topics:

2:25 – 2:55pm
Shubert, 6th Floor
Brandwatch Presentation
Social Data and the Path to Purchase: Understanding Online Decision Making
Brandwatch is a social media monitoring and analysis company used globally by brands and research companies to better understand their clients' path to purchase. This session will draw on the work they've been doing with clients and share some of the different aspects that have proved useful.
Nate Walton – Data Scientist, Brandwatch

2:25 – 2:55pm
Majestic, 6th Floor
Reaching Audiences in an Increasingly Fragmented TV World
We have all seen the headlines about declining television audiences. But the reality is far different – viewers are not leaving television. In fact, more TV is watched in 2012 than ever before. But there are more viewing options today…and more on the way. New programming and new screens mean new challenges for marketers seeking to reach elusive audiences. And the shifts in viewing are greatly impacting the media business as the current ratings system struggles to measure audiences, and proposed multi-screen measurement systems remain in flux. This informative session will explore the future of reaching and measuring audiences in an atomized media world.
Moderator:
Nick Garramone – SVP, eBusiness Operations & Research, NCC Media

2:25 – 2:55pm
Empire Complex, 7th Floor
Research on Research:  An Evaluation of TV OTS Methodologies
TV experimentation and passive measurement for cross-media research remain a challenge for the industry.  Seeking an interim solution, Google commissioned research in both the U.S. and UK in an effort to identify a scalable and reliable alternative for estimating TV opportunity to see.  The results of this research compare four current and new methods to metered data, shedding light on the accuracy of these approaches.
Jonny Protheroe – Research Manager, Google, Inc.
Gena Stanglein – Advertising Research, Google, Inc.

2:25 – 2:55pm
Liberty Room, 8th Floor
Measuring the Impact of Online Video Ads
What drives people to engage with online video advertising? Tremor Video shares their innovative measurement approach to assessing engagement with video ads to reveal which variables drive brand lift success.
Ryan van Fleet – Director, Insights & Analytics, Tremor Video

3:00 – 3:30pm 
Foyer, 6th Floor
Afternoon Networking Break

3:30 – 4:15pm
Broadway Ballroom, 6th Floor
Kantar Media Platinum Presentation
Maximizing Momentum
Two leading brands share critical insights they’ve gained using digital data and services from Kantar Media.  Barry Stoddard of ABC Family and John Peebles of Avis will present case studies that illustrate how new information is helping them make more effective sales and marketing decisions.  Then, they’ll discuss the impact that these smarter decisions are having on their business in a moderated conversation with Kantar Media’s Terry Kent. 
John Peebles – Vice President, Marketing Strategy & Innovation, Avis Budget Group
Barry Stoddard – Vice President, Ad Sales Research, ABC Family - Disney Cable Networks
Moderator:       
Terry Kent – CEO, Kantar Media North America

Afternoon topics: MOBILE, RESEARCH QUALITY, AND OTHER CHALLENGES

4:15 – 4:40pm 
Broadway Ballroom, 6th Floor
Presentation
The Global Mobile Explosion: Making Sense of the Six Billion
Mobile usage is exploding across the globe, and not just in developed economies like Europe, Japan, and the U.S.  The transformation in developing nations is profound, offering opportunities to reach entirely new groups of consumers in new ways.  This session offers insight into the opportunities and challenges of the global mobile scene, from China to India to Egypt...and beyond.
Lucy Hood – Executive Director, Institute for Communication Technology Management, USC

4:40 – 5:05pm
Broadway Ballroom, 6th Floor
Panel
Changing How the World Sees Digital Advertising
Clearly, an ad that is delivered by an ad server but has never had the “opportunity to be seen” has no value. But what about an ad that is served to the wrong target consumer or in the wrong geography? Conversely, how damaging is an ad that’s delivered in an  "unsafe" environment? As we look at ad delivery across the globe, it’s important to address these questions, both individually and holistically, to better understand their implications for both digital and cross media advertising. This session will pull back the curtain on key issues associated with digital ad delivery measurement and validation across the web. Could this be a watershed moment in the development of the online advertising ecosystem, and if so, what does it mean for you and your business?
Keith Camoosa – North America Head of Research, Universal McCann
Aaron Fetters – Associate Director, Global Digital Strategy and Analytics, Kellogg Company
Scott McDonald – SVP, Market Research, Condé Nast Publications
Moderator:
Gian Fulgoni – Executive Chairman & Co-Founder, comScore, Inc.

5:05 – 5:30pm
Broadway Ballroom, 6th Floor
Panel
What’s Up with Gaming, Cinema and Place-Based?
Advertising via cinema, gaming, and digital place-based venues are all important marketing platforms for many advertisers, which poses provocative challenges for capturing consumer behavior. And you think you’re facing measurement challenges!
Susan Danaher – President & CEO, DPAA
Jack Koch – Director, Global Marketing Analytics, Electronic Arts
Doug Pulick – SVP, National CineMedia
Moderator:
Bryon Schafer – Director of Research and Sales Strategy, Hulu, LLC

5:30 – 6:00pm 
Empire, 7th Floor
Nielsen Gold Learning Session
One-on-One Interview
Big Trends in Digital and Cross-Platform Advertising
In this interview, Lyle Schwartz and Steve Hasker will discuss how digital advertising affected this year’s upfronts, the outlook for cross-platform advertising, and how Group M is applying digital campaign measurement tools with its advertiser clients.
Lyle Schwartz – Managing Partner- Implementation and Marketplace Analysis, GroupM
Steve Hasker – President, Media Products and Advertiser Solutions, Nielsen

5:30 – 6:00pm
Shubert, 6th Floor
GfK MRI Gold Learning Session
Consumer Engagement with Digital Devices
We are all challenged—and excited—by the ways in which tablets, mobile and other digital devices are impacting the market.  Understand how consumers are using digital devices with results and insights from several GfK MRI studies focused on consumer digital behavior and attitudes.
Lindsey Draves – Director, Research Special Projects, GfK MRI
Jay Mattlin – SVP, New Ventures, GfK MRI

5:30 – 6:00pm 
Majestic, 6th Floor
Rentrak Gold Learning Session
The Future of Television Measurement: How Buying & Selling Will Never Be the Same
A better future for buying and selling television depends on a level of granularity and stability absent from  small research samples. Learn how you can make smarter transactions today with knowledge gained from millions of homes.
Keith Camoosa – North America Head of Research, Universal McCann
John Mossawir – SVP, Director, Analytics, Initiative
Moderator:
Bruce Goerlich – Chief Research Officer, Rentrak Corporation

6:00 – 7:30pm
Broadway Lounge, 8th Floor
Evening Reception
Sponsored by NCC Media and Rentrak

 

TUESDAY, JUNE 12

7:30am
Foyer, 6th Floor
Registration Begins

8:00 – 8:30am
Shubert, 6th Floor
Breakfast Presentation
The Multi-Screen Experience: How Connected Consumers are Changing the TV and Digital Game
Consumers are increasingly connected across a multitude of screens – mobile, Internet and television – creating a complex and fragmented media environment. This presents brands with unique challenges and new opportunities to effectively reach these increasingly screen-dependent audiences. comScore recently conducted a major research project for CIMM, the Coalition for Innovative Media Measurement, to better measure and understand multi-screen consumption from the same “single-source” consumers for TV, computers, smartphones, and tablets. At this session, Jane Clarke from CIMM and Joan FitzGerald from comScore will highlight innovations in research methodology and key insights on the emerging multi-screen consumer. 
Jane Clarke – Managing Director, Coalition for Innovative Media Measurement (CIMM)
Joan FitzGerald – VP, TV Sales and Business Development, comScore, Inc.

8:00 – 8:30am
Majestic, 6th Floor
Breakfast Presentation
Social Media: It’s Situational
People access their social media platforms of choice from an increasing number of devices and interfaces wherever they are.  Whether updating status, sharing content, checking in, or interacting with brands or individuals, the time, place, and means by which people do so shape the marketing opportunities for brands.  How can we use data and insights to take advantage of these factors to improve ROI?
Keith Camoosa – North America Head of Research, Universal McCann
Alice Sylvester – Chief Operating Officer, Media Behavior Institute
Jack Wakshlag – Chief Research Officer, Turner Broadcasting System, Inc.
Moderator:
Don Gloeckler – EVP and Chief Research Officer, ARF

8:30 – 8:40am
Broadway Ballroom, 6th Floor
Opening Remarks and Welcome
David Marans – EVP, Media, ARF
Gregg Lindner – EVP, Service Innovation and Chief Research Officer, Arbitron

8:40 – 9:00am
Broadway Ballroom, 6th Floor
Keynote
Research's Role in Today's Media and Marketing Environment
Irwin Gotlieb, Chairman of GroupM Global, is one of the most influential media agency executives in the world. In his keynote address, he will discuss the role research plays in today's constantly changing media and marketing environment. His presentation will cover metrics, methodology, and the use of data as currency in the media marketplace.
Irwin Gotlieb – Chairman, GroupM Worldwide

Morning topic: SOCIAL MEDIA
9:00 – 9:30am
Broadway Ballroom, 6th Floor
Keynote
Holistic, Actionable, and Consistent Measurement for Brand Advertising
Jeffrey Graham will discuss Google's current initiatives around audience measurement, from the recently announced Brand Activate Initiative and its Active GRP and Active View solutions, to marketing effectiveness measurement and insight research, and will share a forward-looking vision for collaboration opportunities with the industry.
Jeffrey Graham – Director of Advertising Research, Americas, Google, Inc.

9:30 – 9:40am
Broadway Ballroom, 6th Floor
One-on-One Interview
Five Years of Social Media ROI Analysis
In this one-on-one interview, Rex Briggs will discuss how to assess how much to spend on social media. Where should budget be reallocated from to fund social media? What impact will it have on brand image and sales?
Rex Briggs – CEO, Marketing Evolution
Moderator:
Sheila Murphy Seles – Director, Digital & Social Media, ARF

9:40 – 9:55am
Broadway Ballroom, 6th Floor
Presentation
We’re on Facebook. What now?
Brands are past the “should we” social question. They’re using social platforms and desperate to connect it to great strategy. This session will reveal a transformational study demonstrating what’s at the cross-hairs of social technology and brand.
Amy Shea – EVP and Global Director of Brand Development, Brand Keys Inc.

9:55 – 10:05am
Broadway Ballroom, 6th Floor
One-on-One Interview
The Secret of Becoming a Must-Have Brand
Even in today’s digital world, 90 percent of recommendations that lead to consumer action happen offline. In this one-on-one interview, Ed Keller, co-author of The Face-to-Face Book, will share how you can spread the word about products and brands faster than social media and with far greater impact.
Ed Keller – CEO, Keller Fay Group, Co-author of The Face-to-Face Book
Moderator:
Sheila Murphy Seles – Director, Digital & Social Media, ARF

10:05 – 10:25am
Broadway Ballroom, 6th Floor
Presentation
Solving the Crisis: How Data Providers and Researchers Will Save the Day
The development of standards for measuring consumers' total media consumption (not only for online but for all channels) is critical to optimizing marketing investments.  Today, there is no single entity that can "see" enough of the picture to provide a comprehensive solution. Consequently, Facebook advocates a platform approach to solving our current crises.  Research organizations must play a central role as the aggregators of myriad data sources and develop core competencies around the integration of those data streams.
Brad Smallwood – Head of Measurements and Insights, Facebook, Inc.

10:25 – 10:45am 
Foyer, 6th Floor
Book signing sponsored by ESPN
Get your copy of The Face-to-Face Book signed by Ed Keller.

10:20 – 10:45am 
Foyer, 6th Floor
Morning Networking Break

10:50 – 11:20am
Key Issue Papers - click here to see all 32 presentations
Explore cutting-edge original research. Attend any presentation within any track.

10:50 – 11:20am
Shubert, 6th Floor
Media Measurement: Research Perspective
Mobile, Desktop, and Broadcast, OH MY!
ESPN Research discusses how, what, where, and why people consume ESPN content.
Glenn Enoch – VP, Integrated Media Research, ESPN Inc.
Kelly Johnson – Director, Media and Promotion Research, ESPN Inc.
Lung Huang – VP, Arbitron

10:50 – 11:20am
Majestic, 6th Floor
ROI and Marketing Science
Maximizing Audience Engagement with Original Video Content
AOL and comScore share key learnings on how original video content can provide high engagement and a fertile ground for a brand's online media plan.
Frank Findlay –VP, Research & Development, comScore, Inc.
Darlene LaChapelle – Director, Consumer Analytics & Research, AOL

10:50 – 11:20am
Empire Complex, 7th Floor
All About Social Media, Part II
Does Media Matter When Giving and Receiving WOM?
WOM was examined in 11 online and offline paths to test for differences in motivations for giving and the relative impact on the receiver.
Byron Sharp – Professor of Marketing Science, Ehrenberg-Bass Institute, UniSA

10:50 – 11:20am
Liberty Room, 7th Floor
Research Quality & Innovation
Brain Activity Identifies High-ROI Campaigns
Independent study shows how neuromarketers are able to successfully differentiate excellent from mediocre marketplace performers.
Pranav Yadav – CEO, Neuro-Insight US Inc.

11:25 – 11:55am
Key Issue Papers - click here to see all 32 presentations
Explore cutting-edge original research. Attend any presentation within any track.

11:25 – 11:55am
Shubert, 6th Floor
Media Measurement: Research Perspective
Creative Best Practices for Branded or Sponsored Microsites
This project uses normative digital ad effectiveness data to demonstrate the brand impact of sponsoring online content and branded microsites.
Sylvia Barney – Head of U.S. Insights, Microsoft Advertising
Leah Spalding – VP, West Coast Team Lead, Dynamic Logic
Alina Bekkerman – Senior Account Manager, Dynamic Logic

11:25 – 11:55am
Majestic, 6th Floor
ROI and Marketing Science
Magazine Sales ROI Measurement Tool
Meredith and Nielsen partner to develop a scalable methodology to quantify the impact of the investment in magazine advertising on actual brand sales.
Britta Ware – VP, Research Solutions, Meredith Corporation
Jeff Bickel – VP, Delivery & Analytics, Nielsen Catalina Solutions

11:25 – 11:55am
Empire Complex, 7th Floor
All About Social Media, Part II
All Media are Social: Contextual Media Planning
It is now possible for marketers to do "social planning" for all media, by reaching consumers in social contexts to enable the sharing of ad content.
Brad Fay – COO, Keller Fay Group
David Shiffman – SVP, MediaVest
Kevin Moeller – Executive Director, Research & Analytics, Media Behavior Institute

11:25 – 11:55am
Liberty Room, 8th Floor
Research Quality & Innovation
Use of Mobile Techniques for Occasion-based Research
An experiment is conducted and discussed assessing the added value of using mobile technology to collect occasion-based data.
Edward Paul Johnson – Senior Analyst, SSI

11:45 – 12:00pm 
Foyer, 6th Floor
Get your copy of Digital Vertigo: How Today's Social Revolution is Dividing, Diminishing, and Disorienting Us signed by Andrew Keen.

12:00 – 1:15pm
Broadway Ballroom, 6th Floor
Lunch & Keynote
Social Media, Privacy, Technology and Tomorrow
Can social media really be valued? What do billions of page views actually mean for advertisers? And what about the impact of privacy issues? According to Andrew Keen, one of today’s foremost digital provocateurs, the paradox of life in the social media age is the incompatibility between our internet longings for community and friendship and our equally powerful desire for online individual freedom.
Andrew Keen – CNN Contributor; Author of Digital Vertigo: How Today's Social Revolution is Dividing, Diminishing, and Disorienting Us

1:15 – 2:15pm
Broadway Ballroom, 6th Floor 
Presentation
Arbitron and CIMM Single Source, Three-Screen Audience Measurement Pilot Reveal: Is It Feasible? Is It Scalable? And, Where Do We Go from Here?
Arbitron’s Carol Frost and CIMM’s Jane Clarke will share the successes and challenges of their pilot test and the feasibility of building a scalable, single source, three-screen (TV, PC and mobile) panel in the areas of panel recruitment, data collection, and data reporting. They will explain how course corrections during the pilot impacted panelists’ cooperation and offer first-hand accounts from panelists about their experience. Lastly, they will present the data findings around central themes, including three-screen usage; three-screen users; simultaneous screen use; how three-screen use varies across genres; and how three-screen behavior in often dramatically increases time spent with media brands.
Jane Clarke – Managing Director, Coalition for Innovative Media Measurement (CIMM)
Carol Frost – VP Product Management, Arbitron Inc.

2:15 – 2:30pm
Foyer, 6th Floor
Afternoon Networking Break

2:30 – 3:00pm
Key Issue Papers - click here to see all 32 presentations
Explore cutting-edge original research. Attend any presentation within any track.

2:30 – 3:00pm
Shubert, 6th Floor
Media Measurement: Research Perspective
TV Audience Measurement
Video is one of the key drivers of the Internet. Hear how the broadcast and the Internet economy are merging together.
Bernhard Engel – Research Director, German Television ZDF
Robert Schaeffner – Head of Media Market Research, IP Deutschland

2:30 – 3:00pm
Empire Complex, 7th Floor
All About Social Media, Part II
The Power of Like II
Find out how brands can leverage the "Power of Like" to maximize the reach of their brands on Facebook.
Andrew Lipsman – VP, Industry Analysis, comScore, Inc.
Graham Mudd – Head of Measurement Partnership, Facebook, Inc.

2:30 – 3:00pm
Majestic, 6th Floor
ROI and Marketing Science
Loyalty to Advocacy: How Offline Insights Drive Social ROI
BzzAgent and dunnhumby discuss how shopper insights can be leveraged to build advocacy with loyal customers in social media and measure the impact.
Matthew Keylock – SVP, New Business Development & Partnerships, dunnhumbyUSA
Malcolm Faulds – SVP, Marketing, BzzAgent

2:30 – 3:00pm
Liberty Room, 8th Floor
Research Quality & Innovation
Online Surveys on a Mobile Device
U.S. researchers address the question, "Do behaviors and results change if an online survey is conducted on a mobile device?".
Britta Ware – VP, Research Solutions, Meredith Corporation
Michal Galin – SVP, Syndicated Research & Starch, GfK MRI

3:05 – 3:35pm
Key Issue Papers - click here to see all 32 presentations
Explore cutting-edge original research. Attend any presentation within any track.

3:05 – 3:35pm
Shubert, 6th Floor
Media Measurement: Research Perspective
Back to the Future – A "New Fashioned" Coincidental
Disney-ABC TV and GfK Knowledge Networks discuss maybe-surprising findings when viewing is narrowed down to one specific slice of primetime.
David Tice – SVP, Media, GfK Knowledge Networks
Mark Loughney – VP, Sales and Strategic Research, ABC Television
Barry Stoddard – VP, Sales Research, ABC Family

3:05 – 3:35pm
Majestic, 6th Floor
ROI and Marketing Science
Meshing Social Media Activity and Sales: A Real-World Pilot
Tracking the effect of online buzz on actual sales is the holy grail. We will provide results of a test with a leading snack food manufacturer.
Phil Ripperger – VP, New Media Solutions, SymphonyIRI Group, Inc.
Elizabeth Morgan – SVP, Visible Technologies

3:05 – 3:35pm
Empire Complex, 7th Floor
All About Social Media, Part II
The Global Commercialization of Social Media
Universal McCann has conducted Wave, the largest social media study in the world, since 2006. Wave 6 shows major shifts in consumer web behavior due to social media.
Graeme Hutton – SVP, Research Partner, Universal McCann
Jordan Schlachter – VP, Research Partner, Universal McCann

3:05 – 3:35pm
Liberty Room, 8th Floor
Research Quality & Innovation
A Guide to Better Online Ad Effectiveness Studies
A bad ad impact study is more dangerous than no study at all – here is a framework to help ensure that results are valid and actionable.
Stephanie Fried – VP, Research Insights and Analytics, VEVO
Kristina Sruoginis – Research Director, Interactive Advertising Bureau

Afternoon topic: MEASUREMENT INNOVATION & MARKETING SCIENCE

3:40 – 3:50pm
Broadway Ballroom, 6th Floor
One-On-One Interview
An Analysis of the Changing Media Landscape from a Keen Observer
As a long-time observer and analyst of the media landscape, Betsy Frank has seen shifts both glacial and seismic, and often you don’t know which it is until it’s too late. She will share her views on disruptive influences that changed everything, seemingly disruptive ones that changed nothing, and hints for telling the difference.
Betsy Frank – Chief Research and Insights Officer, Time Inc. Media Group
Moderator:
David Marans – EVP, Media, ARF

3:50 – 4:05pm
Broadway Ballroom, 6th Floor
Presentation
Healthy, Wealthy, and Wise: How Smarter, Independent Measurement is Transforming the Industry
Industries—from print to radio to TV—have been transformed by research intelligence.  In today’s fragmented media landscape, the biggest brands and publishers recognize that only adopting an independent, platform-agnostic and quality ad measurement solution can deliver the sound, trusted environment that enables buyers and sellers to confidently invest (and invest again). What do these key drivers mean for the media industry? Why is evolving consumer behavior demanding a shift in advertising mindset? How can third-party, cross-platform measurement drive a vibrant advertising marketplace and deliver new opportunities for all within each media?
Jonathan Carson – GM, Digital, Nielsen

4:05 – 4:25pm
Broadway Ballroom, 6th Floor
Presentation
Media Efficiency Panel: An Innovative Approach to Measuring Digital Advertising Efficiency
Does online advertising also sell FMCG? Which effect do the various digital brand touchpoints have compared to traditional media? The Media Efficiency Panel (MEP) offers answers to these questions by providing measured single-source data for shopping behavior, Internet usage, TV usage, and print. You will learn about research design and key learnings from 115 user cases, as well as future enhancements.
Thomas Bachl – Managing Director, Panel Services, GfK

4:25 – 4:40pm
Broadway Ballroom, 6th Floor
Presentation
Creating Meaningful Connections with Consumers
A common challenge for marketers with new and unknown media is avoiding the waste of marketing dollars due to a lack of proper metrics and accountability measures. Creating meaningful connections with consumers in this increasingly fragmented media environment requires marketers to fully understand their target customers’ shifting habits and engagement with new digital and mobile devices.
Mark Fauntleroy – Manager of Strategy & Innovation, Experian Simmons

4:40 – 4:50pm
Broadway Ballroom, 6th Floor
Presentation
TiVo Super Bowl Finale
Get ready to predict which of four key Super Bowl  XLVI segments proved to be the most popular. Find out what parts, according to TiVo, were viewed the most often following the game.
Alex Petrilli – Senior Manager, Audience Research, TiVo
Jonathan Steuer – VP, Audience Research & Measurement, TiVo

4:50 – 5:00pm
Broadway Ballroom, 6th Floor
Closing Remarks
David Marans – EVP, Media, ARF
 

 

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