WELCOME
Justin Evans
Senior Vice President, Emerging Media
Collective

General Session

OPENING REMARKS
Bill Duggan
Group Executive Vice President
ANA
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SAMSUNG COVERS ALL SCREENS
Samsung Electronics has a portfolio of products that cover multiple screens - televisions, smartphones, tablets, computers.  They have a unique perspective as both a manufacturer and major advertiser.  The company is on a roll, recognized by Interbrand as #17 on its list of top global brands and recently named by Advertising Age to its "Marketer A-List."   CMO Ralph Santana will discuss the company's multiple screen strategy including innovation with unconventional marketing and how Samsung will be activating its 2012 Olympic sponsorship.

Ralph Santana
Senior Vice President and Chief Marketing Officer
Samsung Electronics North America

Q&A Session
Mark Kaline
Global Director, Media, Licensing and Consumer Services
Kimberly-Clark Corporation
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THE BUSINESS IMPACT OF DIGITAL VIDEO
Digital video advertising isn't just the fastest-growing media channel available; it's the most important, versatile, and effective channel with real business impact. What's more, digital video is quickly leaving the desktop and becoming seamlessly mobile, conveniently local, and incredibly aware. As digital gets smarter and more sophisticated the strategies of the past become irrelevant and obsolete.  In this session, Adobe will share insights for where digital video is going, how fast it's coming, and how advertisers and media owners can take advantage by getting ahead of key trends.

SOCIAL TV: THE NEW DIGITALWATERCOOLER
There is a clear correlation between social media buzz and television ratings.  The social TV phenomenon has been fueled by the explosive use of other screens-notably phones and tablets.  Consumers are no longer simply passively watching television. Rather, they are connecting with other fans to chat about their favorite shows. This has important implications for marketers as brands now are also able to become involved in the conversation.  This session will discuss the opportunities provided by social TV for brands.

Moderator:
Tom Cunniff
Vice President, Director of Interactive Communications
Combe Incorporated

Panelists:
Fernando Arriola
Vice President, Media and Integration
ConAgra Foods

Nadine McHugh
Vice President, Global Integrated Media Communications
Colgate-Palmolive Company

Mike Proulx
Senior Vice President, Director of Digital Strategy
Hill Holiday
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THE COMMERCIAL SLATE: SAVING TIME & MONEY FOR MARKETERS, AGENCIES AND MEDIA
Tracking commercials is about to get a whole lot easier as the Advanced Media Workflow Association (AMWA) launches its Commercial Delivery File Format, which includes a "digital commercial slate" provided by Ad-ID. The format, which will be introduced in both New York and Palm Springs, CA simultaneously, is expected to save time, money, and effort on the parts of advertisers, agencies, media outlets and their vendors. The result will be improved operations, measurement and opportunities for innovation as cross platform use of video advertising, addressability, and interactivity grows.

Bob Liodice
President and Chief Executive Officer
ANA

Michael Koetter
Vice President, Broadcast Production Systems
CNN

Chris Lennon
CTO Group Lead
Harris Corporation
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ARBY'S: OLD FASHIONED TELEVISION & ONLINE VIDEO - A WINNING COMBINATION
There are more than 3600 Arby's restaurants and the chain is best known for selling roast beef sandwiches and curly fries. Recently, Arby's has been building its business with old fashioned television, supplemented with online video.  The "It's Good Mood Food" campaign is centered on the idea that Arby's has wholesome food that puts people in a good mood.  Arby's "Casting Call Video Contest" is one example of successful use of online video.  It challenged consumers to make a video demonstrating how Arby's puts you in a good mood and awarded a cash prize and a role in a national television ad.

Bob Kraut
Senior Vice President, Marketing and Advertising
Arby's Restaurant Group, Inc.

Q&A Session
Joe Mandese
Editor-in-Chief
MediaPost
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ENTERTAINMENT BREAK
A musical performance by Cyndi Lauper sponsored by VEVO.

A Grammy and Emmy award winning artist with more than 25 sterling years and global record sales in excess of 30 million, Cyndi Lauper has proven that she has the heart and soul to keep her legion of fans compelled by her every creative move. 2012 will be another amazing period for this career artist as Lauper continues to promote her new DVD From Memphis with Love, is expected to release her autobiography through Simon & Schuster, will launch her own reality show in partnership with Mark Burnett Productions, is completing work writing the music for the Broadway show "Kinky Boots," and continues her philanthropic work through her foundation, the True Colors Fund.
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THE PROMISE OF ITV
Interactive television is transforming passive viewing of television ads into engaging, brand-building experiences. ANA and Canoe Ventures have collaborated on research to test the effectiveness of interactive television. ANA members Fidelity, GlaxoSmithKline, Honda, Kimberly-Clark and State Farm participated and results were promising. Consumer engagement and key brand health metrics--unaided brand recall, purchase intent and likelihood to seek additional information--saw a lift from the insertion of interactive offers. A panel of ANA members and Canoe leadership will share results and future plans with additional perspective on iTV provided by BrightLine, a leader on the strategic application of iTV advertising.

Moderator:
Bob Liodice
President and Chief Executive Officer
ANA

Panelists:
Vicki Lins
Senior Vice President, Chief Marketing Officer
Canoe Ventures

Edward C. Gold
Advertising Director
State Farm Insurance Companies

Jeffrey Holecko
North American Media Manager
Kimberly-Clark Corporation

Rob Aksman
Co-Founder, Chief of Experience Design
BrightLine
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THE FUTURE OF TELEVISION AND VIDEO ADVERTISING
A joint ANA/Forrester Research survey asked national advertisers about their attitudes towards television and video advertising and the impact new technologies will have on their advertising budgets. The study examines television's evolving role in the media mix and how advertisers are exploring emerging video technologies, such as addressable TV and online video to diversify their advertising spend. This is the sixth ANA/Forrester Research survey of advertisers on this topic; previous surveys were fielded in 2002, 2004, 2006, 2008, and 2010.

Time Life Auditorium
1271 Avenue of the Americas, 8th Floor
Please enter on 50th Street closest to 6th Avenue
New York, NY 10020

Join the Association of National Advertisers, the American Association of Advertising Agencies, the Advertising Research Foundation and the Coalition for Innovative Media Measurement to examine the industry's cross-platform challenges, highlight areas of innovation and hear dynamic discussions with leading media industry executives as they debate solutions to key cross-platform measurement issues.

Key Takeaways from Attending this Program:
1. Understand the cross-platform video measurement challenges facing the industry
2. Realize that measurement is a business challenge, as well as a research challenge
3. See how collaboration can occur to solve the challenges
4. Learn what progress is being made through different industry initiatives
5. Establish priorities for future industry innovation
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Luncheon sponsored by the Coalition for Innovative Media Measurement
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WELCOME FROM INDUSTRY LEADERS
The media landscape has rapidly evolved into a multi-platform digital ecosystem, into which advertisers and brands are continuously trying to tell their stories to a fragmented audience. Achieving the right mix of advertising that targets the right audience on the right platform at the ideal time is not easy. It requires consumer-centric intelligence-gathering tools to effectively plan, track, measure, and monetize assets across these multiple screens. Current approaches must change. The heads of industry groups highlight the urgent need for collaboration in solving the complex measurement challenges facing our industry.

Bob Liodice
President and Chief Executive Officer
ANA

Nancy Hill
President and Chief Executive Officer
4A's

Robert Barocci
President and Chief Executive Officer
The ARF

Jane Clarke
Managing Director
CIMM
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INDUSTRY CALL TO ACTION: COLLABORATION IS THE KEY TO MOVING FORWARD
Unilever, one of the largest global advertisers, delivers a candid opening keynote that defines the cross-platform video measurement challenge, identifies the fundamental issues that must be confronted, and provides an overview of some collaborative solutions that will be showcased during the Summit. This first-hand perspective on the challenge that threatens to bring the entire media industry to its collective knees sets the stage for an afternoon of constructive discussion and debate that is not to be missed.

Patti Wakeling
Global Media Insights Director
Unilever
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MARKETING LEADERS SHARE BUSINESS CHALLENGES DRIVING CROSS-PLATFORM MEASUREMENT
Media industry buyers and sellers are still negotiating and placing billions of dollars of inventory. What is still working well, and what are the must-have changes they want to see implemented? Four industry executives will give us a reality check, addressing the interplay between critical business and research issues and debating the steps that should be taken to move the industry forward. Topics covered will be: How to manage the dilemma of creating new content without having measurement to support monetization? Do we need new cross-platform metrics - and if so, which ones? How will research bring us better effectiveness measures? Is the industry ready for commercial ratings?

John Muszynski
Chief Investment Officer
SMGX

Ed Erhardt
President, Global Customer Marketing and Sales
ESPN

Colleen Fahey Rush
EVP, Chief Research Officer
Viacom Media Networks

Mark Kaline
Global Director-Media, Licensing & Consumer Services
Kimberly-Clark Corporation

Moderated by:
David Marans
Executive Vice President, Media
The ARF
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TAXI: DOES THE MEDIA INDUSTRY NEED A UPC CODE TO TRACK CONTENT AND ADS ACROSS PLATFORMS?
Learn the details of a proposed initiative that seeks to track content and ads as they move across multiple screens. It's called Trackable Asset Cross-Platform Identification or TAXI. Think of it as a UPC code for media. Ernst & Young presents results of a Feasibility Study and Pilot Test Design to demonstrate financial, research and workflow benefits to the media industry supply chain that could flow from the implementation an open and interoperable standard for asset identification.

David Kohl
Advertising Lead, Media & Entertainment Advisory Practice
Ernst & Young
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INNOVATIVE TOOLS TO PLAN, VERIFY AND EVALUATE CROSS-PLATFORM CAMPAIGNS
CIMM will showcase results from its first two years of initiatives to develop innovative cross-platform measurement tools.

A. USA TOUCHPOINTS: NEW MULTI-MEDIA PLANNING TOOL
How can marketers better understand the ways consumers interact with all forms of media across all platforms at any time during the day or week during their daily life activities? MediaVest will introduce an exciting new consumer-centric planning tool that has been imported from the U.K. by the Media Behavior Institute. USA TouchPoints uses an innovative smartphone app that helps consumers record all media behavior in the context of daily life. The sample is based on GfK/MRI's Survey of the American Consumer, and provides a hub of cross-media usage behavior that can be linked to all media currencies to provide a scalable, time-based planning tool to get the right message to the right audience at the right time!

David Shiffman
Senior Vice President, Research Director
MediaVest
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B. FIRST EVER "SINGLE SOURCE" USAGE DATA ON MULTI-SCREEN USERS
How can buyers and sellers of media measure the unduplicated reach and frequency for cross-platform programming and ad campaigns? Arbitron and comScore will share two new solutions from the small scale Multi-Screen Measurement Proof-of-Concept Pilot Studies just completed for CIMM. Arbitron will show how its PPM Panel can be used to measure in-home and out-of home television, combined with computer and mobile meters to profile usage across screens for the same person. comScore will show how TV set-top box data can be combined with meters, tags and mobile carrier data to measure online and mobile usage for the same individuals. Can these small scale initiatives be the foundation for scalable exposure metrics for cross-platform marketing and programming?

Joan Fitzgerald
Vice President, Cross-Platform Research
comScore

Carol Edwards
Senior Vice President, Sales and Marketing, Cross Platform Services
Arbitron
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C. WHAT ARE THE BEST CROSS-PLATFROM METRICS?
ESPN is a leader in cross-platform research and an active member of CIMM and the Making Measurement Make Sense (3Ms) initiative from the ANA, the 4A's and the IAB. Get ESPN's thoughts on which metrics are needed to improve cross-platform measurement. Does the industry need a cross-platform GRP? What are the best metrics for making comparisons across media? How can users and usage be best quantified as consumers fragment across more and more platforms?

Artie Bulgrin
Senior Vice President, Research & Analytics
ESPN
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D. CONNECTING MEDIA WITH ROI
Marketers are most concerned with the effectiveness of their marketing efforts, and cross-platform marketing campaigns presents unique challenges to measure. Learn about the challenges and opportunities that are emerging in this important area for marketers from the co-author of a CIMM whitepaper evaluating the strengths and weaknesses of current cross-platform ad effectiveness measurement.

Michele Madansky
Media and Market Research Consulting

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Mark Loughney
Vice President, Sales and Strategy Research
ABC

Lyle Schwartz
Managing Partner, Implementation Research & Marketplace Analysis
GroupM
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CALLING ALL ROCKET SCIENTISTS: THE BEST WAY TO PREDICT THE FUTURE IS TO INVENT IT!
Hear a candid closing keynote from one of the industry's leading voices and longtime Research Chief at NBCU. He'll pull together the day's discussions and recap the cross-platform measurement challenges the entire industry faces today - and can no longer afford to ignore. Also, learn what coalitions such as CIMM are doing to push the envelope to make inroads and drive meaningful results, including details of CIMM's latest RFP for the industry to scale a solution to solving for cross-platform exposure measurement!

Alan Wurtzel
President, Research
NBCUniversal
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