Attention Metrics Conference Presented by Adelaide (In-Person Only)

In a media market grappling for privacy-safe metrics that go beyond viewability, attention metrics have emerged as the front-runner. Yet, as the industry collectively acknowledges the value of attention metrics, several questions remain hotly debated: How should marketers aptly define and calculate attention? Is standardization important? Where do attention metrics fit into the media buying framework – as a KPI, a currency, or something else entirely?

Join Adelaide, Equativ, and experts from all sides of the market for an insightful journey into the world of attention metrics. Through lively panel discussions and in-depth sessions, we’ll demystify attention, clarify its role in media planning, buying, and optimization, explore unique cross-channel applications, and hear from brands and agencies with experience leveraging attention metrics. This half-day event is a must-attend for anyone seeking to harness the full potential of attention metrics in today’s evolving media landscape.

when

Start: Friday, October 6, 2023 at 9:30am

End: Friday, October 6, 2023 at 2:45pm

WHERE

22 Vanderbilt
335 Madison Ave
New York, NY 10017

Registration Pricing

	Client-Side Tier	Platinum Tier	Gold Tier	Silver Tier	Individual	Nonmember
Registration
Registration	Client-Side Tier $0	Platinum Tier $100	Gold Tier $200	Silver Tier $350	Individual N/A	Nonmember N/A

For issues processing your registration or to ask further questions about this event, please contact registration@ana.net

Agenda

TIME	EVENT DETAILS	LOCATION
Friday, October 6, 2023
9:30am - 10:15am	REGISTRATION AND BREAKFAST
10:15am - 10:30am	WELCOME REMARKS & HOUSEKEEPING Marc Guldimann CEO & Co-Founder Adelaide Jackson Bazley EVP, Data, Analytics & Measurement ANA
10:30am - 11:00am	THE STATE OF ATTENTION A conversation about the rapid rise of attention metrics and what’s next as AI tools create content in the battle for consumer attention. Join Marc Guldimann, CEO of Adelaide, as he interviews Joe Marchese, GP at Human Ventures and a founder of the modern-day attention movement. Marc Guldimann CEO & Co-Founder Adelaide Joe Marchese General & Build Partner Human Ventures Co
11:00am - 11:30am	PANEL DISCUSSION: ATTENTION AS A CURRENCY THROUGH THE EYES OF THE MARKET The question of whether attention metrics will become a new currency for media trading has emerged as a focal point of discussions concerning the future of measurement. While thought leaders and standards bodies have intensely debated the matter, the real question is: What does the market think? In this session, we’ll explore the evolution beyond traditional metrics, current and future dynamics of attention as a currency, and the potential implications. Hear from a panel of experts, from buyers and sellers to programmatic partners, as they discuss their experiences and perspectives surrounding this heavily-debated topic. Moderator: Jackson Bazley EVP, Data, Analytics & Measurement ANA Parvati Vaish SVP, Analytics Havas Media Group Ed McElvain Director of P3 (Digital Platforms & Data-Driven Media) Mediahub Worldwide Michael Sadicario Managing Director, North America Equativ Gabriel Dorosz Head of Audience Strategy New York Times Advertising
11:30am - 12:00pm	ATTENDANCE, ATTENTION, AND DISTRACTION; WHAT IT TAKES TO ACHIEVE BRAND IMPACT Join Phillip Lomax, EVP of Business Development at MediaScience, in the endeavor to revolutionize how we approach Attention and Distraction within the industry. Looking at Attention as the absence of Inattention, it reflects a threshold above which the cognitive processing of stimuli occurs. Simply put, Attention is getting our foot in the door; what happens after is far more important to achieve Brand Impact. Therefore, it's time the industry pivots towards a more holistic understanding of Attention and moves past visual Attention alone. Instead, employing a more precise methodology that focuses on the impact of distraction. Phillip Lomax EVP of Business Development MediaScience
12:00pm - 1:00pm	LUNCH
1:00pm - 1:30pm	PANEL DISCUSSION: ATTENTION UNVEILED: HOW TOP BRANDS MEASURE & ACTIVATE ATTENTION METRICS Join a distinguished panel of brand-side leaders as they discuss their real-world experiences, challenges, and strategies with attention measurement and activation. From understanding what initially drew them to attention metrics to unpacking the tools that turn attention into action and outcomes, this discussion—moderated by Digiday Senior Editor and advertising expert Michael Bürgi—offers a unique opportunity to gain insights from those at the forefront of effective media planning and buying strategies. Michael Bürgi Senior Editor, Media Buying & Planning Digiday Jessica Padula VP of Marketing Nestlé Nespresso SA Ravi Patel Director, Product & Sales Lead, Customer Transformation PwC Paolo Provinciali Head of Paid Media Strategy & Operations LinkedIn
1:30pm - 2:00pm	UNLOCKING CINEMA’S POTENTIAL: THE OPPORTUNITY TO CAPTURE CONSUMER ATTENTION There is one medium that is fully opt-in and on-demand where consumers are riveted to the entire experience, ads included – cinema. The first US cinema ad attention study using eye tracking revealed cinema ads delivered four to seven times the attention metrics compared to TV, CTV, Social and Digital. Participants also took part in a second study that proved a one-to-one relationship between attention metrics and brand choice and recall. Hear from leading cinema researcher Manu Singh, SVP Insights, Analytics and Data Sales Strategy at National CineMedia, and Shane Ankeney, President of Havas Media Group North America on the opportunity that attention metrics brings to marketers searching for the coveted young, diverse, cord cutting and ad skipping audience. Shane Ankeney President Havas Media Group Manu Singh SVP Insights, Analytics and Data Sales Strategy National CineMedia
2:00pm - 2:30pm	NAVIGATING THE DIGITAL FRONTIER: THE DEMOCRATIZATION OF AD MEASUREMENT AND DATA IN A $600 BILLION INDUSTRY Join ad tech visionary and serial entrepreneur, Jonah Goodhart, for an illuminating keynote session. With 25 years of marketing and ad tech experience, Goodhart’s career highlights include his role as former CEO and Co-founder of Moat Inc., which commanded an impressive $850 million sale to Oracle in 2017. He co-founded WGI Group, an early-stage investment fund backing many of the most innovative startups in adtech. Since then, he has continued to shape the industry through Montauk Labs, a venture studio committed to exploring new and impactful ideas and technologies, and much more. Don’t miss your chance to learn from one of the industry’s most influential figures. Jonah Goodhart Co-Founder Mobian
2:30pm - 2:45pm	CLOSING REMARKS Marc Guldimann CEO & Co-Founder Adelaide

Cancellation Policy and Notes

No refunds will be granted for any cancellations or for 'no shows.' Unused registrations/applications have no monetary value and cannot be credited to future years or events. ANA will not issue refunds or credits due to failure to redeem a discount coupon during the registration process. You may transfer your registration to a colleague at no additional cost.