WELCOME REMARKS

Jackson Bazley

EVP, Data, Analytics & Measurement ANA

STOP OPTIMIZING TO ATTENTION

Attention metrics have been touted as the silver bullet for content creation, audience targeting, and media buying. Yet, many of these use cases do not stand up to scrutiny, leading to misguided strategies and underwhelming results.

This session will debunk the common myths surrounding attention metrics, showcasing instances where misinterpreted metrics have sold advertisers short. To conclude on an optimistic note, we’ll cover some straightforward use cases for attention metrics and the positive knock-on effects they are starting to have on incentives across the media ecosystem.

Marc Guldimann

CEO & Co-Founder Adelaide

SHINING LIGHT ON THE UPPER FUNNEL: AVOIDING THE COBRA EFFECT IN THE ERA OF CHERRYPICKING

Pay-for-performance is an attractive model; CEOs and their finance teams can be assured of a certain number of new customers at a predictable customer acquisition cost (CAC). However, we now find ourselves with a “Cobra Effect” in digital advertising--when a solution to a problem actually makes the problem worse, named after an incident where a bounty on cobras led to people breeding them for the reward. We now are faced with an abundance of "cherry pickers" waiting at the end of the funnel, taking a large share of economic rent.

While many marketers intuit this is the case, proving it to finance has been difficult or impossible. In this session, we will detail techniques for putting upper funnel (demand creation) channels on an even footing with lower funnel (demand capture) channels. Specifically, we recommend breaking demand capture's contribution into three buckets—incremental, cost-of-doing-business, and inefficient. Inefficient spend can be reallocated to demand creation, driving superior ROAS.

Andy Hasselwander

Chief Analytics Officer MarketBridge

SEEHER’S GENDER EQUALITY MEASUREMENT POWERED BY COMSCORE

In this session, hear how SeeHer and Comscore are working together to help marketers and agencies build media plans reaching consumers who support gender equality, based on GEM® principles.

Danan Ren

SVP, Client Insights Comscore

TIKTOK WORKS: UNDERSTANDING TIKTOK'S PLACE IN THE MEDIA MIX

TikTok Works is an ever growing new series exploring how TikTok drives results for advertisers. Join the TikTok Marketing Science team, who will present research compiled from Nielsen, NCSolutions, Fairing, Samba TV and more to show how TikTok ads generate business outcomes and their effect on TV viewership.

Meredith Zhang

Measurement Partner, Global Agency TikTok

CLOSING REMARKS

Jackson Bazley

EVP, Data, Analytics, & Measurement ANA

ADVANCEMENTS IN DATA & IDENTITY: HOW TO SEE YOUR TARGET AUDIENCE MORE CLEARLY

Big data means nothing without knowing who you're reaching - why a strong identity graph is critical to driving advertising effectiveness.

Joe Kotz

VP Solutions Specialist VideoAmp

WELCOME REMARKS

Marta Martinez

Managing Director, Agency Platforms Google

OPENING REMARKS & HOUSEKEEPING

Bill Tucker

Group EVP ANA

DRIVING GROWTH AND VALUE CREATION THROUGH ANALYTICS, INSIGHTS & TECHNOLOGY

The pace of disruption in the world of data and technology is accelerating with the current state likely only the beginning picture of what the future holds.  Digitization has the power to exponentially impact business outcomes for the better yet guardrails for integrity and standards that benefit consumers, and our industry are more important than ever.  This keynote will take a look inside how P&G is creating the future and how analytics, insights, and technology are fueling growth and value creation for P&G and its brands.

Kirti Singh

Chief Analytics, Insights & Media Officer Procter & Gamble

CROSS MEDIA MEASUREMENT IN A DIGITAL-FIRST LANDSCAPE

As a CMO today, it’s more critical than ever that constrained marketing dollars deliver on business objectives. Yet the proliferation of new media channels has created some of the most pressing difficulties for marketers in the quest for effective cross-media measurement today. True measurement across platforms and media is the key to not over or under investing in target audiences. Join Nielsen’s Jamie Moldafsky as she discusses how the road ahead for CMOs will require transformative thinking based on data and solutions that are both trusted and channel agnostic.

Jamie Moldafsky

Chief Marketing & Communications Officer Nielsen

EXPANDING PERSPECTIVES AND DIMENSIONS: EXPLORING THE IMMERSIVE REALM OF IN-GAME ADVERTISING MEASUREMENT

Unleashing Gaming's Immersive Potential: Video games transcend reality through changing perspectives and dimensions, where game players are transported to alternate worlds, creating unparalleled immersion. Cutting-edge technologies are redefining the boundaries of immersion measurement offering exciting possibilities for brands and gaming communities alike. Expand your own perspective on how to incorporate new measurement dimensions found within the in-game advertising media channel into your current every-day models.

Cary Tilds

Chief Strategy and Advocacy Officer Frameplay

THE NEXT CHAPTER: THE FUTURE OF MEASUREMENT IN A CHANGING ECOSYSTEM

Marketing and measurement are at an inflection point. Consumer journeys are becoming increasingly complex with more points of communication than ever before. In parallel, user expectations for online privacy are putting more restrictions on data collection. This session will demonstrate how a proactive strategy & AI are key inputs to your measurement toolkit, to supercharge your measurement capabilities and drive business outcomes.

Christine Turner

Managing Director, Data Platforms, Measurement & Analytics Google

HOW AI IS TRANSFORMING CONSUMER DATA

Ericka Podesta McCoy

Chief Marketing Officer Resonate

PRIVACY AND PROGRAMMATIC: CAN THE TWO COEXIST?

David Kohl

CEO TRUSTX

LET'S RIDE: HOW UBER IS KEEPING UP WITH TODAY'S CONSUMER

In a world where consumers are constantly on the move to go somewhere or get anything, it becomes more challenging for brands to build relationships with customers. In this dynamic world, bringing emotion into motion is crucial for brands. At Uber, we take on the challenge to drive impact for brand throughout the funnel – moving minds, hearts and outcomes at the same time.

In this session, join Dorothy Ann Advincula, Global Head of Audience, Insights & Measurement for Uber’s advertising platform, to learn about how Uber is helping the biggest brands connect in creative and memorable ways and how they are setting up a measurement and insights practice to analyze a complex advertising ecosystem. All of these while leveraging unique 1st party insights in a rapidly changing context to understand emerging consumer habits to inform a unique, new perspective on advertising.

Dorothy Ann Advincula

Global Head of Audience, Insights & Measurement Uber Advertising

UNLEASH THE POWER OF ANALYTICS TO IGNITE BUSINESS SUCCESS

Clorox is investing $500 Million to improve its digital operations, for which data & analytics is a foundational pillar. Join Clorox’s Yushuang Zhou in this session and hear how her team is reimagining new ways of work with the power of data, and continuously pushing the boundaries of analytics throughout the process of reporting, diagnostics, test & learn, measurement, optimization, as well as forecasting; and how Clorox leverages data-driven insights to empower decision-making, engage consumers in more relevant ways and ignite business successes.

Please note this session will not be available for on-demand viewing and must be watched live.

Yushuang Zhou

Sr. Director, Analytics, Data Science & Syndicated Data The Clorox Company

DECODING CTV: A MARKETER-DRIVEN DISCUSSION ON OBSTACLES, ENHANCEMENTS, & OPPORTUNITIES WITH CTV

The growth in viewership and time spent on CTV that was accelerated by the Covid-19 pandemic has been sustained. In response, marketers have shifted ad budgets toward CTV, but at a significantly lower rate. Join the panel’s discussion about what challenges persist in CTV measurement that cause the lag in shifting ad spend, including the platforms disconnect from omnichannel buying platforms, siloed reporting, and a lack of transparency from walled gardens.

Hear how experts on the panel face these challenges and what measurement enhancements and opportunities they see ahead that will advance learnings & insights, specifically on CTV and as part of cross-platform efforts.

Moderator: Jackson Bazley

EVP, Data, Analytics, & Measurement Association of National Advertisers

RETURN ON EXPERIENCE: HOW TO SUCCESSFULLY MEASURE SPONSORSHIP EFFECTIVENESS

How do you measure the effectiveness of a sponsorship? What is the value equation? In this session, hear from Andrew Cohen, VP of Global Sponsorship Strategy at Visa on how the brand measures and values different elements of a sponsorship.

Please note this session will not be available for on-demand viewing and must be watched live.

Andrew Cohen

VP, Global Sponsorship Strategy Visa

CLOSING REMARKS

Jackson Bazley

EVP, Data, Analytics, & Measurement ANA

UNLOCKING THE POWER OF COLLABORATION: DRIVING DATA-DRIVEN SHOPPER STRATEGIES

Brendan O’Brien

Director, Portfolio Expansion, Commercial Insights Solutions 84.51°

WELCOME REMARKS & HOUSEKEEPING

Jackson Bazley

EVP, Data, Analytics, & Measurement ANA

HOW MOLSON COORS BREWS BUSINESS RESULTS WITH MULTI-TOUCH ATTRIBUTION

Ready to move beyond traditional TV data limitations and embrace the speed and granularity required for advanced attribution? Learn how Molson Coors incorporated iSpot’s near real-time Integrated User Level Data (IULD) into their MTA strategy in order to optimize their TV ad performance and gain visibility into cross-channel impact.

Join Brad Feinberg, Vice President of Media & Consumer Engagement at Molson Coors and Steve Murtos, SVP of Brand Partnerships at iSpot to see how Molson Coors is taking their TV advertising to the next level by using MTA to keep track of key KPIs including incremental reach, return on ad spend (ROAS), sales lift and overall marketing effectiveness.

Please note this session will not be available for on-demand viewing and must be watched live.

Steve Murtos

SVP of Brand Partnerships iSpot

BALANCING THE COMPLIANCE SCALE

Privacy compliance is an ever-changing landscape. As countries continue to put individuals first, so should business practices. In this session, we will discuss best practices and lessons learned for launching consumer centric campaigns while balancing privacy compliance requirements. This session will be an interactive discussion of lessons learned on how to collect quality data and still be compliant with privacy laws. 

Brittany Powell

Senior Manager, Privacy and Compliance The Coca-Cola Company

CROSS-MEDIA MEASUREMENT: DRIVING CHANGE THROUGH INDUSTRY ALIGNMENT

Industry stakeholders including marketers, TV, digital platforms, agencies, and vendors have come together under the ANA’s Cross-Media Measurement Initiative to shape the future of marketing measurement. In this session, Jackson Bazley, ANA EVP, Measurement for Marketers, will share an update on progress, where we are heading, and how the best and brightest minds in the industry are joining forces to solve for cross-media measurement.

Jackson Bazley

EVP, Data, Analytics & Measurement ANA

DIVERSITY IN DATA: WHY DATA QUALITY MATTERS FOR MULTICULTURAL MARKETING

The growth of first-party data sets, identity information, and supplementary third-party data as key measurement assets is quickly becoming a keystone method for advertisers to improve their customer relationships and ultimately growth. However, in seeking to use this data there are possible hidden challenges and biases, some of which can cost you when it comes to multicultural marketing and diverse data sets.

Carlos Santiago from ANA’s Alliance for Inclusive & Multicultural Marketing (AIMM) will share multicultural identity coverage and accuracy data from 24 providers highlighting the significant gaps marketers confront in 3rd party data impacting targeting, attribution, and investment. He will also share Gender Identity and Sexual Orientation data from the Cultural Inclusion Accelerator.

In this session, Ron Pinelli from the Media Rating Council (MRC) will help explain best practices for using these sources as well as aspects of non-sampling error and bias you should be considering.

Ron Pinelli

SVP, Digital Research & Standards Media Rating Council

#AIRPLANEMODE: HOW ADVOCACY AND INFLUENCE PROPEL UNITED AIRLINES

Employee advocacy and influencer marketing are no longer buzzwords – they're key tactics in global brand campaigns and here to stay. But success can be subjective, sometimes putting the work at risk of being taken less seriously by company leadership than more obvious marketing efforts with tried-and-true measurement objectives and metrics.

In this session, we’ll highlight United Airlines’ strategic approach to employee social media and influencer marketing across their global workforce. You’ll learn how United measures outcomes, what KPIs are tracked and how the airline merchandises results to earn buy-in from executives.

Julia Fedor

Director of Operations, Global Advertising and Social Media United Airlines

CLOSING REMARKS

Jackson Bazley

EVP, Data, Analytics, & Measurement ANA