Research & Measurement

NETWORKING BREAKFAST (9:00-9:30AM)
INTRODUCTIONS (9:30-9:45AM)


I. IMPROVING AD CREATIVE AND AD EFFECTIVENESS THROUGH NEUROMARKETING RESEARCH (9:45-10:45AM)
Horst Stipp, Ph.D, Executive Vice President, Research and Innovation of Global and Ad Effectiveness – The Advertising Research Foundation has lead two research projects at the ARF that explored the value of the new neuromarketing research tools, which are biometric and neurological measures that are increasingly being used to improve creative and other marketing communications. In this session, Horst will share the ARF's insights and a number of case studies that illustrate how advertisers are benefiting from adopting these research innovations.

Speaker:
Horst Stipp, Ph.D., EVP, Research and Innovation Global and Ad Effectiveness – The Advertising Research Foundation


II. MONEYBALL FOR MUSIC: DISCOVERING AND AND COMMERCIALIZING NEW TALENT (11:00AM-12:00PM)
Historically, in the music industry, the artist and repertoire department will go out and sign talent based on gut feel. Reputations were burnished off of who you signed and how well they did commercially. In the digital age, there are so many different kinds of tools today – radio airplay charts, Shazam, iTunes, Spotify, YouTube – that give indications of how well a song and an artist will perform. In this presentation, Elliot Lum will uncover how Columbia Records uses data to drive better decision making about signing an artist and what data it uses to drive the commercialization of that artist.

Speaker:
Elliot Lum, Vice President, Strategic Marketing – Columbia Records, division of Sony Music


LUNCH (12:00-1:00PM)


III. PRINGLES: HOW NEURO CAN OPTIMIZE ADVERTISING (1:00-2:00PM)
Terrae Schroeder, Director of Global Insights and Planning for Pringles, and Aaron Fetters, Director of Insights and Analytics Solutions Center – Kellogg Company, will share how Pringles used neuro science testing to understand emotion and memory to improve creative. In this session you will hear how Pringles used Nielsen Neuro to help understand what visuals and which situations most resonate with consumers and how to increase emotional appeal and ultimately optimized their new advertising campaign.

Speakers:
Aaron Fetters, Director, Insights and Analytics Solutions Center – Kellogg Company
Terrae Schroeder, Director, Global Insights and Planning-Pringles – Kellogg Company


IV. MEMBER ROUNDTABLE DISCUSSION (2:00-2:30PM)
Measuring More than Data – This discussion will focus on the topics of today's presentations and how neuromarketing and research is impacting brand advertising. We will concentrate on the hot topics in measurement and focus on the year ahead for the ANA Research and Measurement Committee.

Facilitators:
Aaron Fetters, Director, Insights and Analytics Solutions Center – Kellogg Company
Jasper Snyder, EVP, Research & Innovation: Cross-Platform and Media – Advertising Research Foundation