Measurement & Accountability

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ANA MEASUREMENT COMMITTEE MEETING
Tuesday, November 1, 2022 from 12:00 – 2:00 PM ET

I. WELCOME & INTRODUCTIONS (12:00 – 12:05 PM ET)
Committee Co-Chairs: Greg Pharo, Global Senior Director, Communications & Marketing Effectiveness, The Coca-Cola Company and Renee Milliaressis, Chief Media Officer, Colgate-Palmolive

II. IN-GAME ADVERTISING (12:05 – 12:30 PM ET)
As intrinsic in-game advertising continues to grow, many brands struggle with how to measure the results. Hear how brands can best approach advertising in gaming environments, where it is heading in the future, and how to effectively measure the impact.

Speakers:
Zach Oscar, Manager, Brands - Gaming & Esports, Wasserman

III. MAKING IT COUNT: HOW TO TURN INSIGHTS INTO PERFORMANCE (12:30 – 12:55 PM ET)
Amazon Ads joins us to discuss the future of omnichannel metrics. Gain comprehensive, actionable insights to adjust budget allocation, optimize campaign tactics, and maximize media investment ROI.

Speakers:
Srishti Gupta, Director, Media Measurement, Amazon Ads

IV. MEASURING THE METAVERSE (12:55 – 1:25 PM ET)
Unpack the metaverse with us through real life examples and best practices. Learn how to measure in this space, what KPIs to look for, and the top tips marketers need to know.

Speaker:
Alan Haft, President, Trivver

V. IS ATTENTION THE CURRENCY OF THE FUTURE? (1:25-1:55)
With firsthand experience using attention metrics to drive better advertising outcomes, marketers are beginning to explore attention as a currency. Earlier this year, MediaCom partnered with Adelaide, Kargo, and Google Display & Video 360 to launch the first programmatic campaign guaranteeing media quality with attention metrics.

Rob Beeson, Client Investment Manager at MediaCom, will join Marc Guldimann, founder and CEO of Adelaide, to share the results of this study and its implications for both publishers and advertisers as we work towards establishing a more transparent media market.

Speakers:
Rob Beeson, Client Investment Manager, MediaCom
Marc Guldimann, Founder & CEO, Adelaide

VI. CLOSING REMARKS (1:55 – 2:00 PM ET)