Measurement & Accountability

ANA MEASUREMENT COMMITTEE MEETING
August 21, 2024 from 9:00 AM – 1:00 PM ET (Hybrid)
In-person (9:00AM - 1:00PM) Please bring a valid ID with you for front desk
Virtual (9:30AM - 12:00PM ET)

I. NETWORKING BREAKFAST (In-Person Only) (9:00AM-9:30AM ET)

II. WELCOME & INTRODUCTIONS (9:30AM-9:45AM ET)

III. Mastering Marketing Effectiveness: How to Unlock Value Today & Thrive in the Future (9:45AM-10:15AM ET)

There has been significant focus on the role of AI in the marketing effectiveness industry and the impact that it will have on our business. Much of the focus has been on the ability for AI to generate quality insights at speed; however, there has been limited mention on what marketing organizations should be doing now to prepare for what’s to come. 

In this session, we will discuss:   

1. The current state of the marketing effectiveness industry and how organizations can unlock greater value from their measurement program 
2. The greatest opportunities for AI to unlock even more value from marketing 
3. What organizations should be doing today to maximize the benefits of AI as new opportunities and capabilities emerge 

You will leave this session with a better understanding of how to balance marketing effectiveness program needs, including: upskilling, training, and change management to unlock growth now and into the future. 

Speakers:
Shawn O’Neal, CEO of Americas, Gain Theory
Melanie Huet, President, Brand Management and Innovation, Newell Brands

IV. Highlights of Media Studies Relevant to Advertisers (10:15AM-10:45AM ET)

TVB through their studies looks to address and understand issues that are important to the advertising industry. We will be covering highlights of each of these studies.

• Media Comparisons Study examines 20 media platforms both traditional and linear to gain an understanding of media usuage, reach and time spent across these platforms and within market segments.
• Purchase Funnel Study identifies the importance of media platforms, both traditional and digital, in influencing consumers during the purchase decision process for eight categories: Auto, Banking, Furniture, Legal, QSR, Insurance, Retail- in store and online.
• Ad Supported vs Non-Ad Supported Video Analysis: Some industry reports will combine all video platforms into one analysis without separation of ad supported from non-ad supported sources. Our analysis serves to provide guidance on the share of viewing for ad-supported sources, which we believe marketers will be most interested in understanding.

Speaker:
Hadassa Gerber, EVP, Chief Research Officer, TVB

V. NETWORKING BREAK (10:45AM-11:00AM ET)

VI. Unlocking Significant Gains in ROI via Innovate Marketing Approaches (11:00AM-11:30AM ET)

Join IBM to hear their experience unlocking 4x return as they scale their buying group-based marketing model powered by a new generation of AI. A buying group approach delivers enormous gains in ROI but requires new approaches to targeting audiences, personalizing content at scale, orchestrating tactics, and measuring results. The learning are essential for B2B with important lessons for B2C.

Speaker:
Ari Sheinkin, VP, Performance Marketing & Analytics, IBM

VII. ANA Open Discussion: Measurement 2024 (11:30AM-12:00PM ET)

Jackson and our Measurement Committee Co-Chairs will facilitate an open discussion regarding marketers’ measurement concerns, priorities, and opportunities. This input will help shape the work our ANA Measurement for Marketers practice will lead in 2024 and beyond.

Speaker:
Jackson Bazley, EVP, Measurement for Marketers, ANA

VIII. NETWORKING LUNCH (In-Person Only) (12:00PM-1:00PM ET)