Agenda

View a sneak peek of the Sunday presentations.

Get the inputs right, target your audience and max your ROI. Industry leaders and experts share how they are embracing programmatic buying, addressing viewability, advancing cross-platform and combatting ad fraud to drive measurement success.

Jasper Snyder - EVP, Research & Innovation: Cross-Platform & Media, The ARF

Programmatic buying accounts for tens of billions of dollars of digital ad spend globally. In tandem, this year’s television upfronts represent a watershed moment in terms of audience targeting. Experts share where we are now and what the future looks like.

Matt Prohaska - Principal, ProhaskaConsulting.com; Former Programmatic Advertising Director, The New York Times

The shift to viewable impressions represents a huge step for the advertising industry in the quest for true cross-platform measurement. Hear the basics on display and video viewability and lean into the future with guidance and discussion on the mobile viewable impression.

George Ivie - CEO & Executive Director, Media Rating Council, Inc.; ARF Board Member

Josh Chasin - Chief Research Officer, comScore, Inc.

William Gibson said, "The future is here; it's just not very evenly distributed." This segment opens the door to that future by showcasing leading- and bleeding-edge approaches to using data and technology to push measurement forward.

Jane Clarke - CEO and Managing Director, CIMM; ARF Board Member

Margo Swadley - Managing Director, UK TV & Video Measurement, Kantar Media

Design of Smart TV Logging System

Jehwan Seo - Senior Engineer, Samsung Electronics Co., Ltd; Master Student, Seoul National University 

Cognitive Analytics: Machine Learning for ROI Measurement

Kyle Gerhart - VP, Delivery & Analytics, Nielsen Catalina Solutions

Leslie Wood - CRO, Nielsen Catalina Solutions

Bot-generated, non-human traffic is a critical challenge for everyone involved in digital marketing today. Hear from the experts tasked with addressing this at an industry level.

George Ivie - CEO & Executive Director, Media Rating Council; ARF Board Member

Bob Liodice - President & CEO, Association of National Advertisers, Inc., ARF Board Member

Sherrill Mane - SVP, Industry Services, IAB; ARF Board Member

In group discussions, share your programmatic progress, solutions for cross-platform measurement, approaches to viewability, and strategies for combatting digital ad fraud.

Chris Bacon - EVP, Global Quality & Innovation, The ARF

Northeast Foyer, 4th Floor

View a sneak peek of the Monday presentations.

Join comScore as they share new data that solves for unduplicated reach, engagement and audience overlap between TV and Digital.

Manish Bhatia - Chief Revenue Officer, comScore, Inc.

Joan FitzGerald - SVP, TV & Cross-Media, comScore, Inc.

Presented by comScore, Inc.

Simulmedia discusses real-world examples and techniques that drive sales and conversions by targeting TV ads using viewing behaviors, audience attributes and consumer actions.

Ethan Rapp - SVP, Program Management, Simulmedia

Presented by Simulmedia

Gayle Fuguitt - CEO & President, The ARF

David Poltrack - CRO, CBS Corporation; President, CBS VISION; ARF Board Member

From Surviving to Thriving

Redefining success and innovating the architecture of our lives.

Arianna Huffington - Chair, President, & Editor-in-Chief, Huffington Post Media Group

Carlos Jose Fonseca, VP of Knowledge & Insights at The Coca-Cola Company and ARF board member, narrates this "Targeting Your Audience: From Devices to Dollars" section.

The Case for Cross-Device People-Based Measurement

James Dailey - Marketing Sciences Lead, Atlas, by Facebook

Applying Motivations to Digital Video Ads

Heather Dougherty - Senior Director, Professional Services, Resonate

Erika Lamoreaux - Associate Director, Digital Media, The Clorox Company

Hulu Total Audience Measurement Across Platforms

Manish Bhatia - CRO, comScore, Inc.

Peter Naylor - SVP, Advertising Sales, Hulu

Precision Marketing Playbook: What Segments and Strategies Drive the Most Sales?

Meg Bluth - Director, Media & Digital Insights, The Coca-Cola Company

Jeff Chaban - Global SVP, Business Integration & Analytics, Starcom MediaVest Group

Leslie Wood - CRO, Nielsen Catalina Solutions

Now That You Have Effectively Defined the Target, How Do You Hit It?

David Poltrack - CRO, CBS Corporation; President, CBS VISION; ARF Board Member

Leslie Wood - CRO, Nielsen Catalina Solutions

Jeff Chaban - Global SVP, Business Integration & Analytics, Starcom MediaVest Group

An additional panelist to be announced.

Moderator: Carl F. Mela, Ph.D., T. Austin Finch Foundation Professor of Marketing, Duke University

This session will follow and build on the targeting approach from the winning paper “Precision Marketing Playbook: What Segments and Strategies Drive the Most Sales?”, and will demonstrate how CBS helps advertisers most effectively employ the analytical tools provided in its Campaign Performance Audit (CPA) to reach their designated target audience.

Included in this session will be an interactive discussion, utilizing the innovative online interactive platform Pigeonhole Live.

To ask questions and participate in the discussion, simply go to www.pigeonhole.at and enter the session passcode AM2015.

Presented by CBS VISION

Malaika Walls - Director, Market Researcher, Sesame Workshop

Becky Wu, Ph.D. - Senior Executive VP, Luth Research

Jim Spaeth - Chief Product Officer, RealityMine

Alice Sylvester - Chief Growth Officer, RealityMine

Laura Bernstein - SVP, Client Solutions, SymphonyAM

Charles Buchwalter - President & CEO, SymphonyAM

Stephanie Tangeman - Campaign Effectiveness Lead; Intel Insights & Market Research, Intel

Join GFK MRI for an introduction to the continuum of their new TV Targets - from Cord Lovers and Cord Increasers, to Cord Cutters and Cord Nevers - and learn how GfK can better predict their behavior and the success of linear versus digital offerings in the future.

James H. Collins, Ph.D. - SVP, Research - GfK MRI

Christie Kawada, Ph.D. - EVP, New Product Management & Innovation - GfK MRI

Presented by GfK MRI

The consumer purchase journey has evolved - understand what that means for your brand when it comes to the methods and metrics used to measure brand impact.

Mike Clarke - Team Lead, Brand Insights & Measurement - Google

Presented by Google

Stephan Knäeble, - Head of Consumer Panel Germany & Director, Advanced Business Solutions, GfK

Florian Renz - Senior Manager, Advanced Business Solutions, GfK

Nikhil Shah - Measurement Lead, Northern Europe - Facebook

Amit Gupta - VP, Advanced Analytics, Fractal Analytics

Kishore Krishna, Ph.D - Director, Marketing Research, Microsoft

Ed Keller - CEO, The Keller Fay Group

Mitch Lovett - Associate Professor, Marketing, The University of Rochester

Renana Peres - Associate Professor, Marketing, The Jerusalem School of Business Administration at the Hebrew University of Jerusalem

Beth Rockwood - SVP, Market Resources & Advertising Sales Research, Discovery Communications

This thought-provoking session will explore proven practices available to brand marketers in terms of mobile targeting and activation which, in tandem with TV advertisements, can drive people in store and measure attribution.

Jonathan Lenaghan - VP of Science & Technology, PlaceIQ

Best practices to measure your net reach and improve your advertising ROI

Hannu Verkasalo - CEO, Verto Analytics, Inc.

Presented by Verto Analytics

Satya Menon - Chief Marketing Scientist, Millward Brown North America

Ciju Nair, Ph.D - VP, Analytic Consulting, Millward Brown North America

Sam Deutsch - Director, Client Consulting, Nielsen Catalina Solutions

Dan Stein - SVP, Analytics Services, Crossix Solutions

Leslie Wood - Chief Research Officer, Nielsen Catalina Solutions

Jim Spaeth - Chief Product Officer, RealityMine

Rolfe Swinton - Co-Founder & CRO, RealityMine

Alice Sylvester - Chief Growth Officer, RealityMine

Objectives, findings, and managerial implications for a study of corporate cultural factors that affect the critical task of yearly ad budgeting.

John B. Ford - Eminent Scholar and Professor of Marketing & International Business, Strome College of Business, Old Dominion University; Co-Executive Editor (North America), Journal of Advertising Research

Research Now is finding common threads in data, from survey design to media exposure, to help uncover the relative importance of various channels in driving brand metrics. The outcome are insights into how brands should be allocating budgets across various channels for maximizing impact and efficiency.

Harvir S. Bansal - CRO & EVP, Analytics, b3intelligence

Maria Domoslawska - VP, Global Digital Strategy & Research, Research Now

Presented by Research Now

Viewability: It Still Doesn't Add Up and What You Should Do About It

This interactive session will explain the causes of viewable impression variance and give a concrete checklist for how to navigate through the churning viewable impression sea to higher ground. Prepare to walk away with real tools for maximizing use of this evolving mix.

Serge Matta - CEO & President, comScore, Inc.

Presented by comScore

Colleen Fahey Rush, CRO at Viacom Media Networks and ARF board member, narrates this "Tracking Your Impact: Max Engagement" section.

From Message Sent to Message Received

Fiona Blades - President & Chief Experience Officer, MESH, The Experience Agency

The Devil is in the Data

Brent Ehrlich - Senior Director, Marketing Planning, Office Depot

Jill Stetkiewicz - Senior Program Manager, Marketing, Office Depot

Shawna Thayer, Ph.D. - Senior Director, Analytic Partners

Return on Word of Mouth...Is it All Talk?

Michael Menkes - VP, Analytic Partners

Beth Rockwood - SVP, Market Resources & Advertising Sales Research, Discovery Communications

Lauren Salazar - Director, Social Media, Weight Watchers

Quantifying Impact across the Touchpoint Ecosystem

Matthew Ferguson, Ph.D. - VP, Copernicus

Tony Mardegain - Director, Shopper Insights, The Hershey Company

Totaling It Up: The Future of Total Audience Measurement

Join Nielsen and a panel of publishers and advertisers as they explore the current and future state of total audience measurement.

Artie Bulgrin - SVP, Global Research & Analytics, ESPN; ARF Board Member

Julie DeTraglia - SVP, Digital Research, NBCUniversal

Adam Shlachter, Chief Investment Officer, Digitas

Andrea Zapata - VP, Global Research & Analytics, Vevo

Moderator: Andrew Feigenson, Managing Director, Digital, Nielsen

Presented by Nielsen

What is the Value of an Interaction?

Understanding the role of experience in the media mix.

Aaron Shapiro - CEO, Huge

Gayle Fuguitt - CEO & President, The ARF

We honor the recipient of this award in tribute to the late industry guru, Erwin Ephron. The winner challenges conventional thinking, demystifies complex problems into simple solutions, and is an outstanding communicator.

How media companies need to hold themselves accountable for delivering not only audiences, but results.

Radha Subramanyam - President, Insights, Research, & Data Analytics, iHeartMedia; ARF Board Member

Presented by iHeartMedia

Rentrak applies a diverse set of methods to a popular daytime talk show to determine the overall success of retail brand integration and what improvement drivers could be applied to future retail brand integrations.

Raymond Pettit, Ph.D. - Chief Analytics Officer, Rentrak

Presented by Rentrak

Quantcast presents a study of 11 demographic targeting vendors in the U.S. and UK revealing a wide range of accuracy.

Tim Wright - Senior Director, Product Management, Quantcast Measure

Presented by Quantcast Measure

Arun Kumar - Group Director, Razorfish

Gayle Fuguitt - CEO & President, The ARF

Is the quest for cross-platform measurement threatened by an increasingly data-driven marketplace? Yes. But here’s why this can’t happen. Industry leaders weigh in.

Panel

Andrew Appel - President & CEO, IRI; ARF Board Member

Irwin Gotlieb - Chairman, GroupM

Steve Hasker - Global President, Nielsen; ARF Board Member

Serge Matta - CEO & President, comScore, Inc.

Moderator: Artie Bulgrin - SVP, Global Research & Analytics, ESPN

Presented by ESPN

Brad Smallwood, Head of Measurements & Insights at Facebook and ARF board member, narrates this "Transforming the Toolbox: From VOD to OOH" section.

Thank God It's Thursday, Any Day

Lisa Heimann  - VP, ABC/ABC Studios Multiplatform Research, Disney ABC Television Group

Brian West - Director, Multiplatform Measurement Strategy, Disney ABC Television Group

Measuring Traditional Media Through Digital Data

Tom Phillips - CEO, Dstillery

Measuring Cross-Channel Shoppers Across Platforms

Gian Fulgoni - Co-Founder & Chairman Emeritus, comScore, Inc,

New Ad Formats for a New Media Landscape 

Justin Fromm - Director, Ad Sales Research, Hulu

Duane Varan, Ph.D. - CEO, MediaScience

XPe: "ESPN's 'Model' for Success"

Christopher Barton - Associate Director, Advertiser Analytics, ESPN

Barbara Singer - VP, Advertiser Insights & Strategy, ESPN

Dan Aversano - SVP, Client & Consumer Insights, Turner Broadcasting, Inc.

Chad R. Maxwell - SVP, Research, Starcom MediaVest Group

Jake Beniflah, Ph.D. - Executive Director, Center for Multicultural Science

Brian Hughes - SVP, Audience Analysis Practice Lead, MAGNA GLOBAL

Olga Casanoba - Senior Director, Client & Consumer Insights, Turner Broadcasting, Inc.

Maggie Fosdick - SVP, Consumer Insights, ZenithOptimedia

Carl Marci, M.D. - Foudner, Chairman, Chief Science Officer, Innerscope Research

Discovery sought to measure the response to Native Advertising using passive, granular insights using Neuro-Insight – How do Native Ads work?

Stephenie Fried - VP, Digital Insights & Marketing, Discovery Communications

Pranav Yadav - CEO, Neuro-Insight US, Inc.

Presented by Neuro-Insight US, Inc.

If you are a well-established CPG brand in a mature category, how do you jumpstart consumer activation and convert high-value consumers to create sustainable brand growth? In this session, you’ll understand what stages in the consumer journey need to be activated, the right levers to use, and how to quantify the impact of a diverse range of consumer media touch points on consumer segment level purchase propensity.

Ashish Joshi - Senior Director, Consumer Insights, The Clorox Company

Joy Joseph - Principal & Practice Leader, IRI Global Analytics & Consulting, IRI

Presented by IRI

Duane Varan, Ph.D. - CEO, MediaScience

Hillary Oestreicher - VP, Millward Brown Digital

Bill Harvey - Co-Founder & Strategic Advisor, TRA, Inc. (TiVo Research and Analytics)

Brian Katz - SVP, Audience & Purchaser Insights, TRA, Inc. (TiVo Research and Analytics)

Nicole Tramontano - Senior Research Director, Turner Broadcasting, Inc.

A new market mix modeling project finds that a large share of “earned” word of mouth is driven by advertising, and that word of mouth extends the reach and sales impact of paid advertising.

Brad Fay - COO, The Keller Fay Group

Rob Key - Founder & CEO, Converseon

Nancy Smith - President & CEO, Analytic Partners

Presented by Analytic Partners

In a first-of-its-kind category-level study, NBCUniversal’s Lifestyle Cable Networks proves TV advertising returns increased value for marketers.

Lauren Zweifler - SVP, Ad Sales Research & Strategy, NBCUniversal Lifestyle Networks

Presented by NBCU Lifestyle Networks

Dave Kaplan - SVP, Research & Insights, Bravo and Oxygen Media

Brian Katz - SVP, Audience & Purchaser Insights, TRA, Inc. (TiVo Research and Analytics)

Mihkel Jäätma - CEO, Realeyes

Jason Klein - Co-Founder & Co-CEO, ListenFirst Media

Michael Vinson, Ph.D. - EVP, Statistical Operations & Data Science, Rentrak

In this session, Netvibes discusses the value of different metrics for measuring campaigns and demonstrates how to visualize ROI with an analytical dashboard using case studies.

Christian Paulsen - Director, Business Development, Dassault Systemes

Kim Terca - Director, UX & Press Relations, Netvibes

Presented by Netvibes

Best practices for researchers to allow respondents to participate on their preferred platform and have confidence in the results.

Jonathan Tice - SVP, FocusVision

Presented by FocusVision

Targeting new audiences – now and next.

Jane Clarke - CEO and Managing Director, CIMM; ARF Board Member

George Ivie - CEO & Executive Director, Media Rating Council, Inc.; ARF Board Member

Sherrill Mane - SVP, Industry Services, Interactive Advertising Bureau (IAB); ARF Board Member

Dave Morgan - CEO, Simulmedia; ARF Board Member

Bill Tucker - EVP, Media Relations, American Association of Advertising Agencies (4A's); ARF Board Member

Moderator: Mari Kim Novak - CMO, Rubicon Project

Howard Shimmel, CRO of Turner Broadcasting, Inc. and ARF board member, narrates this "Translating Tools for Success: Skills, Synthesis, Stories" section.

Revitalizing a Legend through Science and Strategy

Courtney Moore - VP, Consumer & Customer Strategy Insights, Big Heart Pet Brands

Bob Woodard - Founding Partner, Deep Relevance Partners, LLC

The Next Frontier: Content Analytics

Bill Harvey - Co-Founder & Chairman, ScreenSavants

Bryan Mu - Research & Analytics Lead, NBCUniversal

Affective Analytics in Action: Establishing Emotion Norms in Advertising

Daniel McDuff, Ph.D.- Principal Research Scientist, Affectiva

How Data Inspires Creativity

Leadership through the lens of the new definition of creativity: the ability to connect the dots by data leaders.

Lynn Power - President, J. Walter Thompson, New York

Eric Weisberg - Executive Creative Director, J. Walter Thompson, New York

Gayle Fuguitt - CEO & President, The ARF

Howard Shimmel - CRO, Turner Broadcasting, Inc.; ARF Board Member

Supported by: Turner Broadcasting, Inc.

ARF Young Pros sponsored by: Viacom Media Networks & IRI