Key Issues Forums
Tuesday Sessions
360 Media and Marketing
Accountability
Impact of the Digital Age
Engagement
Listening
Wednesday Sessions
Digital Marketing
Innovating Innovation
Research Breakthroughs
Multi-platform Accountability
Shopper Insights
360 Media and Marketing
Watch the Videos
Increasing Ad Impact in a Multiplatform World
Major differences in the rates at which ads are exposed and absorbed by consumers exist between media. Discover how these differences can be used to improve
media allocations and significantly increase advertising impact.
- Dr. Scott McDonald – Senior Vice President, Research, Condé Nast
- Rebecca McPheters – CEO, McPheters & Company
- David F. Poltrack – Chief Research Officer, CBS Corporation, and President, CBS Vision
Innovative Measurement of Multiplatform Audiences
Learn how NBC used its “Billion Dollar Olympics Media Lab” to develop a single-source measurement of the multiplatform audience. The methodology used can be
easily adapted by any media stakeholder.
- David C. Tice – VP and Group Account Director, Media Team, Knowledge Networks
- Horst Stipp – SVP, Primary and Strategic Research, NBC Universal
Building an Effective Cross Media Strategy using Agent-Based Modeling
Learn how the world’s most respected advertisers use an iterative process to capture cross-media effects and paint a 360 degree picture of collective media
impact.
- Damon Ragusa – Founder & CEO, ThinkVine Corporation
- Rafael Alcaraz, Ph.D. – Director of Advanced Analytics, The Hershey Company
Accountability
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Measuring the Effects of Social Network Advertising
Social networks allow advertisers to reach a targeted and engaged audience. Learn how advertising on these networks improves brand awareness and
favorability, drives offline sales and delivers ROI.
- Heidi Browning – SVP, Client Solutions, MySpace
- Erin Hunter – EVP, comScore, Inc
How Does Advertising Really Work in the Digital Age? It Depends!
There is no single “new model” of how advertising works today. Rather there are four, each with a central challenge and opportunity, says an innovative study
of 150 product categories.
- Carol Foley – EVP, Director of Research Services, Leo Burnett Co. Inc.
- John Greene – SVP, Director of Market Strategy, Leo Burnett Co. Inc.
- Melinda Cultra – VP Research Director, Leo Burnett Co. Inc.
Funnel-Vision: Enhancing the Media Allocation Model to Improve ROI.
Learn about a new allocation model based on media usage, media synergy and media influence to assure ROI going forward, not backward.
- Martin Block – Professor, Northwestern University
Impact of the Digital Age
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Reloading the Magazine: Making Print Work in the Digital World
Many believe that the Internet has replaced print as the main repository of information across every category of interest. This presentation illustrates
opportunities to leverage print and online in integrated media strategies.
- Yaakov Kimelfeld, Ph.D. – SVP, Digital Research and Analytics, MediaVest Worldwide
- David Shiffman – SVP, Connections Research and Analytics, MediaVest Worldwide
- Maria Givens – Sr. Manager, Global Media, Avon
From Widgets to Websites: How to Talk to “Connected Consumers.”
Razorfish presents insights, from its annual Digital Consumer Behavior Study, on how online activity, social media usage, e-commerce habits and mobile access
are changing the way “connected consumers” engage online.
- Garrick Schmitt – Group Vice President, Experience Planning, Razorfish
- Shiv Singh – VP and Global Social Media Lead, Razorfish
Can Search Build Brands?
Google and MetrixLab share innovative research cases to understand the multimedia impact and efficiency of paid search on brand and purchase metrics.
- Angela O’Connell – Head of Cross Media Research Europe, Google
- Lucas Hulsebos – Media Research Director, MetrixLab
“You Can Observe A Lot Just By Watching”: ESPN Studies Sports Cross-Media Consumption
ESPN’s vanguard study uses proven observational techniques to gain insights on how young male fans consume sports media across multiple platforms.
- Artie Bulgrin – Senior Vice President, Research and Analytics, ESPN
- Michael Bloxham – Director, Insight and Research, Center for Media Design, Ball State University
“Programs” do Affect Ad Engagement
Using neuroscience, Nine Network Australia isolates and quantifies the role that the program plays in generating ad break memory. Find out how to adapt this
learning to any medium.
- Steve Weaver – Network Research Director, Nine Network Australia
Make Sure your Ads Connect Emotionally
The key to great advertising is the emotional connection. Learn about new tools advertisers are using to increase the certainty of connection.
- Jo-Ann Osipow – Senior Vice President, Synovate
Consumers Talk Offline, Too. Tune In.
WOM happens offline, too…not just online. Learn how brand marketers discover what consumers are saying offline using natural language processing software.
- Dave Dugan – Senior Vice President of Strategy & Partnerships, BzzAgent
- Michelle de Haaff – VP of Products and Marketing, Attensity
Meredith’s Silver Bullet: Leading with Market Knowledge and Innovation. Women are Talking. We are Listening.
“Real Women Talking” is Meredith’s private online community that provides 24/7 customer access. Learn how connecting to real women has enabled Meredith to
innovate and lead by uncovering new insights for brands, building richer client relationships, and leveraging the unique power of qualitative feedback.
- Britta C. Ware – Vice President of Research Solutions, Meredith Corporation
- Manila Austin – Director of Research, Communispace
Enhance Advertising Effectiveness By Driving WOM.
Advertising can be a major driver of consumer conversation. Groundbreaking research reveals new insights and enhanced metrics for evaluating and improving ad
performance in a word of mouth era.
- Ed Keller – CEO, The Keller Fay Group
- Artie Bulgrin – Senior Vice President, ESPN
Digital Marketing
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Making Online Ads Work Better
Online brand engagement is suffering. A comprehensive study of consumers exposed to 3000 online ads reveals how users process internet advertising, and what
ad elements, formats and placements work.
- Samar Das – CEO and Director of Center for Brand Research, C3Research
- Allison O’Keefe Wright – Vice President, MTV Strategic Insights and Research
Can Rich Media Metrics Predict Brand Impact?
Most methods for measuring the brand impact of online display ads rely on surveys. This research shows how to use rich media metrics to predict brand impact.
- Ken Mallon – SVP, Custom Solutions and Ad Effectiveness Consulting, Dynamic Logic
- Rick Bruner – Head of Research, North America Sales, Google
Measuring Clutter: It Matters
Now – more than ever – measuring ad “clutter” is critical. Learn about Nielsen Online’s clutter metric and its role in online media buying, planning and
selling.
- Jon Gibs – VP, Media Analytics, Nielsen Online
Innovating Innovation
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End-to-End Insight through Integration: a Classic Formula
Unlock new insights by integrating custom studies with existing data sources. Learn about Coke’s lifestyle segmentation for its worldwide beverage portfolio.
- Clodagh Forde – Director, Marketing Strategy & Insights, The Coca-Cola Company
- Dave Patten, Ph.D – SVP, Client Service, Research International USA
Video Works Differently on TV and Online. Or So Says Neurometrics.
This research explores the differences between how people consume TV and online video ads, specifically by applying neuroscience to advertising research.
- Pavan Lee – Research Manager, Microsoft Corporation
Integration of Neuro and Conventional Ad Pre-tests
This presentation introduces a way to integrate neuro explorations with conventional research. Discover how neuro-physiological reactions influence brand
enhancement, product differentiation and product purchase drivers for selected global TV ad campaigns.
- Dorota Reykowska – Research & Development Director, Laboratory & Co
- Ewa Witkowska – Insights Director – Europe, PepsiCo
- Rafal Krzysztof Ohme – Psychology Professor, Polish Academy of Sciences
Multi-Platform Accountability
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Boosting Campaign Effectiveness in a Multi-Platform World
This first-time public presentation will showcase IMMI’s single source panel tracking 3-screen exposure – TV, online and mobile. A TV promotion case study
will illustrate how ad effectiveness is increased with these new platforms.
- Amanda Welsh – COO, IMMI
- Mark Loughney – Vice President, Sales & Strategy Research, ABC TV Network
Run What Where? Engaging Multi-Generational Shoppers Across a Multi-Platform World
This study tracks the multi-media consumption of Baby Boomers, Gen Xers, and Gen Y/Millennials, correlating that consumption with in-market sales for two
respected retail brands, Lucky and Kate Spade.
- Robert Passikoff, Ph.D. – Founder & President, Brand Keys, Inc.
- Karen Tillson – VP, Consumer Insight & Market Intelligence, Liz Claiborne Inc.
Storytelling in a Multi-Platform World
Information and entertainment consumption is no longer linear. People now consume stories in bits and pieces across platforms. Learn about the roles that
different platforms play in storytelling, and how audiences engage with and move among platforms.
- Betsy Frank – Chief Research and Insights Officer, Time Inc.
- Barry Martin – Executive Director, Consumer Research and Insights, Time Inc.
Research Breakthroughs
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Do Viewers Care? Understanding the impact of creative on TV viewing behavior
Google has analyzed data on the precise second-by-second tuning behavior for millions of television set-top boxes across the US. Find out what Google has
learned about how viewers react to TV ads.
- Dan Zigmond – Engineering Manager and Technical Lead, Google TV Ads
BP’s Crystal – Segmentation that Gets USED
Discover how one of the world’s most successful companies used segmentation to align and focus their business.
- Lisa Gudding – Executive Vice President, GfK Custom Research North America
- Rajit Chakravarty – Global Customer Insight Manager, BP plc.
Panelist Engagement: Leveraging interactivity to fight boredom in online surveys
GMI demonstrates how to conduct more engaging surveys that improve the quality of the data collected and maximize the return on research investment.
- Deborah Sleep – Founder & Managing Director, Engage Research
- Jon Puleston – Vice President, Interactive Group, GMI (Global Market Insite, Inc.)
Shopper Insights
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Nielsen In-Store Shopper Insights
Retailers and manufacturers who embrace shopper marketing are growing faster than competitors. Learn about the work of Nielsen In-Store on creating a common
industry metric that turns the store into a measured marketing medium.
- Frank Piotrowski – SVP, Measurement Science, The Nielsen Company
- George Wishart – Global Managing Director, The Nielsen Company
Measuring Persuasive Power Through Leveraging Virtual Survey Technology
Learn how virtual survey technologies that have fueled innovation in gathering shopper insights have been extended into other verticals including technology,
media, advertising and healthcare.
- Andrew Reid – President and Founder, Vision Critical Solutions
Women and their Digital Domain – Microsoft Shows Women.
Learn how Microsoft’s Women in their Digital Domain studies show how digital media influence the consideration and shopping for packaged goods among women
principal household shoppers.
- Beth Uyenco – Global Research Director, Microsoft Advertising
- Debbie Solomon – Managing Partner Business Planning, Mindshare Worldwide
- Graceann Bennett – Managing Partner Strategic Planning, Ogilvy Chicago