Research & Measurement
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Changing How the World Sees Digital Advertising: Best Practices for Online Campaign Delivery, Validation, and OptimizationEvent Recaps
NETWORKING BREAKFAST (9:00 – 9:30)
INTRODUCTIONS (9:30 – 9:45)
I. THE GLOBAL MARKET APPROACH: (9:45 – 10:45)
In this session, Mark Kaplan, CEO– Soli United will present a session discussing how global brands can reach their next billion global consumers through traditional trade. Traditional trade dominates the emerging markets and has distinct marketing characteristics from modern trade. Mark will show you how to incorporate the traditional trade into integrated marketing plans to dirve incremental sales growth and how to engage global consumers across touch points.
Mark Kaplan, CEO – Soli United
II. CHANGING HOW THE WORLD SEES DIGITAL ADVERTISING: BEST PRACTICES FOR ONLINE CAMPAIGN DELIVERY, VALIDATION & OPTIMIZATION (11:00-12:00PM)
In response to the digital advertising industry's call for more transparency and accountability when it comes to ad delivery, the American Association of Advertising Agencies (AAAA), Association of National Advertisers (ANA) and the IAB launched the "Making Measurement Make Sense" (3MS) initiative. 3MS proposed a set of standards across the industry including the need for a true measure of 'viewable impressions.' A 'viewable impression' is indeed a critical component of campaign validation and effectiveness measurement, but there are other key dimensions that must not be ignored: demographic segments reached, frequency, geographic delivery, brand safety and fraud.
To help the industry better understand the incidence of sub-optimal campaign delivery across these key dimensions, comScore conducted a vCE™ Charter Study, which involved 12 leading U.S. advertisers. During this presentation, Andrea Vollman, marketing director, Advertising Effectiveness, comScore, will present results from the Charter Study as well as share best practices for campaign delivery validation and in-flight optimization. Charter Study participants included 12 leading U.S. advertisers, including Kellogg's, General Mills and Kimberly Clark.
Andrea Vollman, Marketing Director - Comscore
LUNCH (12:00 – 1:00pm)
III. NEUROSCIENCE: BEST PRACTICES AND INDUSTRY TRENDS (1:00-2:00pm)
Dr. Carl Marci, Co-Founder, Chief Executive Officer and Chief Science Officer – Innerscope Research will present an overview of the neuromarketing research field (from scientific origins to the latest industry trends). He will also walk through Innerscope case studies that demonstrate how leading advertisers are using neuroscience-informed research for their brands with strong ROI results. Each example will speak to a different key messaging touch point, including TV, digital and interactive platforms, and the dynamic shopping experience.
Dr. Carl Marci, Co-Founder, Chief Executive Officer and Chief Science Officer – Innerscope Research
IV. RESEARCH & MEASUREMENT TOPICS FOR FUTURE MEETINGS: (2:00-2:30pm)
This session will call on all members to provide suggestions for topics for future committee meetings and any other committee business.