Measuring Multicultural Audience Engagement Conference Hosted by Hulu

For marketers, measurement is the key to gaining insights into their business, carrying out successful ad campaigns, making business decisions, and driving growth opportunities. This in-person conference focuses on the evolution and the role of measurement in multicultural marketing.

Through real-world examples and case studies, industry experts will be sharing their successful strategies, and providing some best practices demonstrating that measurement is the decision driver empowering the organization.

when

Start: Thursday, November 2, 2023 at 9:30am

End: Thursday, November 2, 2023 at 2:15pm

WHERE

Hulu Office
2500 Broadway
Santa Monica, CA 90404

Registration Pricing

	Client-Side Tier	Platinum Tier	Gold Tier	Silver Tier	Individual	Nonmember
Registration
Registration	Client-Side Tier $0	Platinum Tier $100	Gold Tier $250	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
Thursday, November 2, 2023
9:30am - 10:15am	REGISTRATION & BREAKFAST
10:15am - 10:30am	WELCOME REMARKS Jackson Bazley EVP, Data, Analytics & Measurement ANA
10:30am - 11:00am	MEASURING THE MEDIA MATRIX: UNPACKING HISPANIC ENGAGEMENT IN TODAY’S DIVERSE LANDSCAPE Hispanic consumers are not a monolith, and neither are their media choices or behaviors. As diversity within this key demographic continues to evolve, understanding the metrics behind their media engagement becomes imperative for marketers. In this session, Nielsen will unveil their latest report that delves into the Hispanic community's trust in media, generational divides, and cultural identities. This presentation will also feature insights illustrating the impact of culturally authentic content on platform choices. Walk away with actionable insights to build more effective, inclusive campaigns that resonate with a multicultural audience. Stacie de Armas Senior Vice President of Diverse Intelligence & Initiatives Nielsen
11:00am - 11:30am	THE SCIENCE TO DEVELOP CULTURALLY AUTHENTIC CAMPAIGNS THAT LIFT AD EFFECTIVENESS AND PERFORMANCE Cultural relevance is a significant performance driver explaining 55-66% of campaigns’ retail traffic and sales lifts. The road to developing highly culturally relevant campaigns doesn’t need to be a guessing game anymore. Applying the Cultural Insight Impact Measure™ enables marketers to gauge how strongly unique cultural insights have been embedded in creative to lift ad effectiveness. Learn from Lopez Negrete’s Communications Effie and ARF Gold awards winning “Let’s Talk About Your Rest” campaign process for Mattress Firm. Carlos Santiago CEO, SSG; Co-Founder, ANA AIMM Co-Architect, Cultural Inclusion Accelerator Gerry Loredo Director, Business Analytics Lopez Negrete Communications
11:30am - 12:00pm	TARGETED AND AUTHENTIC MULTI-CULTURAL STRATEGIES FOR A DIVERSE MARKET After relocating from St. Louis to Los Angeles in 2016, the Rams were challenged with rebuilding a fan base in a highly competitive and diverse market. In a city brimming with endless entertainment options, establishing a brand voice and values that spoke authentically to the multi-cultural populations of LA was a must. Combining targeted outreach with a consistent approach, the Rams built a successful, multi-pronged platform capable of both mass reach and personal impact. Amber Williams Senior Manager of Consumer Insights Los Angeles Rams Rachel Zisman Senior Manager of Brand Strategy Los Angeles Rams
12:00pm - 1:00pm	LUNCH
1:00pm - 1:30pm	BREAKING THE CYCLE OF “RINSE, WASH, REPEAT” GTM STRATEGIES WITH 1P DATA The past several years have made it more challenging to target, measure and optimize performance. Tried and true methods of the past don’t pack the same punch, and in a world of steep competition in the streaming space, understanding what messages best resonate with your key consumer (and where it resonates) is top priority for continued iteration and growth. Utilizing unique attribution models and complex data infrastructure, BET+ has been able to identify how to reach the right audience, with the right message, at the right time - and to keep things fresh with each content premiere. Takeaways: Taking risks are done best on a strong BAU foundation Test everything, constantly measure, and pare back what doesn’t yield results Think long term and stay agile in the present Veronica Perez* Sr. Director of Performance Marketing BET+ Gary Chan Head of Analytics New Engen
1:30pm - 2:00pm	SESSION 5
2:00pm - 2:15pm	CLOSING REMARKS

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.