Advertising Research Foundation to Feature Exceptional Line-up of Industry Leaders at Annual Re!Think Conference

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The Advertising Research Foundation (ARF) is pleased to announce an exceptional line-up of industry leaders presenting their game-changing insights at their annual Re!Think 2016 conference in New York this March 14 -16.

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The Advertising Research Foundation (ARF) is pleased to announce an exceptional line-up of industry leaders presenting their game-changing insights at their annual Re!Think 2016 conference in New York this March 14 -16. Each presenter will provide key insights into how advertising works today in the rapidly evolving media landscape.

Fifteen of the leading presentations on Monday, March 14 will include:

Big Data Drives Better Advertising
The Retentive Impact of Mass & Digital Advertising
~ 9:32-9:36AM (+ Tuesday, 3:10-3:30PM)
Greg Pharo – Director of Marketing Analysis & Research, AT&T
Charlie Hinton – Executive Director of Marketing Analytics, AT&T Mobility
Abstract: Can mass advertising reduce customer churn? Many brands understand how advertising drives sales but few have been able to quantify mass advertising’s retentive impact on their existing customer base. AT&T has pioneered a way to use market mix modeling techniques to precisely measure the impact that each of its major media channels has in reducing customer churn. This reveals a more complete view of advertising’s total ROI impact. It also allows for better, more complete media optimization since both sales and retention impacts can be evaluated.

Greg Pharo is AT&T’s Director of Marketing Analysis & Research. His Marketing Science team leads AT&T’s efforts to optimize its return on marketing investment using market mix modeling, media optimization, advertising & messaging research, omnichannel attribution, market testing and social media insights.

Charlie Hinton is Executive Director of Marketing Analytics at AT&T Mobility. Prior to AT&T, Charlie served in various media planning and director positions at BBDO, Mullen LHC and Bates USA. She has won numerous marketing awards including two Gold Effie awards and has been recognized by Advertising Age as a media maven. Charlie has a B.S., magna cum laude, from Georgia State University.


Big Data Drives Better Advertising
Clean Data, Clear Insights: World-Class Advertising Data Governance
~9:37-9:41AM (+ Monday, 11:20-11:40AM)
Ashwani Verma - Principal, Advanced Analytics, AT&T Mobility
Joe Empert - Principal, Advanced Analytics, AT&T Mobility

Abstract: High quality marketing data is essential for robust advertising analytics just like superior ingredients are necessary to prepare a great meal. But how does an organization identify, acquire, maintain and fully exploit superior data? AT&T marketing organization spent the last nine years designing an Advertising Data Governance process to maximize success for advertising optimization and insights.

This paper describes how companies can radically improve advertising analytics and turbocharge marketing ROI by building a more robust advertising data governance process. AT&T will explain step by step on how to establish Data Governance policies to tame messy data; acquire new types of media information; and generate better consumer insights through intelligent information management, which enabled its marketing optimization program to generate over $500 million in ROI.

Ashwani Verma is Principal, Advanced Analytics at AT&T Mobility where he leads the Data Governance, Technical Solutions and Architecture practice for Marketing Organization at AT&T. Prior to AT&T, Ashwani has documented achievements in various fields such as Business Consulting, Project Management, Engineering Solutions and Services. Ashwani holds an M.B.A. and B.S. in electronics engineering.

Joe Empert is a Principal of Advanced Analytics, leading the marketing mix modeling practice at AT&T Mobility. He is responsible for the application of advanced analytics to measure and optimize the impact of media and advertising. Joe’s career includes leadership positions in the telecommunications, financial services, and aerospace industries.


Big Data Drives Better Advertising
How Ad Fraud Befouls Measurement and How to Correct
Dr. Augustine Fou, Ph.D. – Chief Marketing Science Officer, The ARF

Abstract: This original research paper provides case examples and specific scenarios of how bot activity pollutes every metric used in measuring digital advertising. This in turn causes bad business decisions. Detection technologies and methodologies are discussed along with recommendations for correcting for such errors in measurement.

Augustine Fou, Ph.D. is the Chief Marketing Science Officer at The ARF, responsible for translating the science of ad research into insights that are actionable for marketing practitioners. Previously, Augustine was Chief Digital Officer of Omnicom’s Healthcare Consultancy Group. He also teaches digital/integrated marketing at Rutgers University and NYU. He holds his Ph.D. from MIT.

Invest to Grow
Advertising Budgeting: Where’s the Evidence?
~9:48-9:52AM (+ Monday, 3:50-4:10PM)
Rachel Kennedy, Ph.D. – Associate Professor, Ehrenberg Bass Institute

Abstract: Huge advances have been made about how brands grow and how advertising works. For all these improvements, ‘how much to spend?’ remains critically under-researched. Media are rapidly changing and very different approaches are used to determine budgets yet the evidence supporting many is scant.

We look at advertising budgeting through a marketing science lens searching for evidence based budgeting methods. Leveraging both heuristics and algorithmic methods and aligning with the latest forecasting decision-making we find that it is possible to improve current practice.

We critique budgeting methods and provide guidance on key issues in using various approaches. We share some research that compares results from different approaches and propose an approach to guide marketers in conditions of uncertainty; highlighting important knowledge gaps.

Rachel Kennedy, Ph.D. is Associate Professor and founding researcher at the Ehrenberg-Bass Institute for Marketing Science. She has been recognized with numerous prestigious awards, is published in key marketing journals, and is on the Editorial Advisory Boards for Journal of Advertising Research, International Journal of Market Research, and International Journal of Advertising.

Invest to Grow
Brand Investment & Valuation
~9:53-9:57AM (+ Tuesday, 2:40-3:00PM)
Frank Findley – VP, R&D, MSW•ARS Research
Shyam Venugopal - Senior Director, Portfolio Demand Strategy & Analytics, PepsiCo

Abstract: Media investments are generally made to grow an intangible asset, the brand. Unlike tangible assets like factories, which are quantified on the balance sheet, a brand’s financial value often goes unrecognized. This puts marketing at a distinct disadvantage in obtaining corporate resources. To bridge this gap the Marketing Accountability Standards Board sponsored a project that brought together leading academics, marketing and finance practitioners from six blue-chip corporations, and specialists from several research companies. An 18-month tracking study of 120 brands was used to identify a cornerstone brand strength metric and validate a practical model for brand valuation. As demonstrated in case studies, this provides a roadmap for monitoring marketing investment return and bringing financial rigor to the budgeting and project authorization process.

Frank Findley Frank Findley is VP of R&D for MSW•ARS Research, where he is a key contributor to product strategy. Over the years, his work has resulted in improvements to the copytest, tracking, media, and competitive intelligence product lines. He is the co-lead of the MASB BIV Project Team.

Shyam Venugopal is Vice President, Global Insights and Advanced Analytics at PepsiCo. In his current role Shyam is responsible for PepsiCo’s Global Analytics agenda including capability development and deployment, enterprise consumer and syndicated data strategy, and elevating internal and external partnerships. Shyam is a member of the MASB Brand Investment & Valuation Project team.


Targeting Your Audience
Deconstructing Branded Content
~10:01-10:05AM (+ Wednesday, 11:40AM-12:00PM)
Jess Halter - Senior Research Analyst, IPG Media Lab
Kara Manatt - VP, Consumer Research Strategy, IPG Media Lab

Abstract: As video viewing has shifted to digital, advertisers around the world have been developing innovative branded content; however, the use of this media varies wildly between brands and nations, provoking new questions of effectiveness. To answer these questions, we partnered with Google to conduct a scientific research study involving nearly 15,000 consumers from around the globe, 50 different brands, and 105 pieces of test content investigating how consumers perceive branded content, if there are differences in perceptions across countries, and how this translates to branding effectiveness. This research stands to serve as a global guide, with specified information across industry verticals and countries, for businesses on how to curate the most impactful branded content possible.

Jess Halter, Senior Research Analyst at IPG Media Lab, answers advertisers’ most pressing questions with innovative quantitative research. She develops methodologies, crafts compelling stories with data, and presents results to the industry. With a degree in behavioral neuroscience, she integrates next generation tools to track consumers’ implicit reactions.

Kara Manatt is VP, Consumer Research Strategy at IPG Media Lab where she uses next generation technology to answer Mediabrand’s toughest advertising questions. Her research program also serves as a testing ground for innovations in ad products and strategies for publishers and ad tech companies.


Targeting Your Audience
How TV Ads Drive Brand Searches Online
~10:06-10:10AM (+ Tuesday, 3:10-3:30PM)
Raymond Pettit, Ph.D. - VP, Analytics, comScore
Kenneth C. Wilbur - Associate Professor, Marketing, UCSD

Abstract: The interaction between TV viewing and social media is a given for today’s consumer. How many of those second-screen interruptions are good ones? One of the most important research questions is how TV ads cause online search spikes.

Google Trends data show large, immediate, but brief spikes in brand searches corresponding to the insertion of an ad in a national program. This research explains these spikes using brand, product, creative, program, network, time and audience factors. We analyze three months of minute-by-minute data for dozens of brands.

Today’s consumer and media consumption world is multivariate, and, as such, requires detailed data and advanced analytics to understand. This study will be the first to combine comScore’s unique detailed TV viewing behavior with detailed digital data to assess the causal influences and links between TV and online search.

Raymond Pettit, Ph.D. is VP, Analytics, at comScore. He specializes in advanced analytics and sales enablement at comScore. Raymond holds a doctorate in social science research from the University of Illinois and has authored two books on marketing and advertising research as well as numerous white papers, articles, and conference presentations.

Kenneth C. Wilbur is Associate Professor of Marketing at the UCSD Rady School. Kenneth produces original, practical research on advertising, media and technology. His work has appeared in leading journals, won major awards, and influenced practice. Previously, Kenneth worked at USC and Duke.


Targeting Your Audience
Does Every Second Count?
~10:11-10:15AM (+ Tuesday, 3:10-3:30PM)
Kara Manatt - VP, Consumer Research Strategy, IPG Media Lab
Paul Neto - Research Director, YuMe

Abstract: There has been a great deal of research conducted concerning the effectiveness of standard video ad lengths, since they have been used for many years in both TV and digital. However, with the growing popularity of shorter video media such as Vine, shorter ad lengths of 5 and 10 seconds have also been introduced to spectrum – and marketers are faced with increasing questions of what works best where. The IPG Media Lab partnered with YuMe to conduct a research study with nearly 10,000 participants investigating the effectiveness of video ad lengths ranging from 5-60 seconds across different industry verticals, content lengths, devices, and location – also accounting for brand perceptions and consumer attention, in order to answer marketers’ questions of how best to utilize all different ad lengths under a vast number of conditions.

Kara Manatt is VP, Consumer Research Strategy at IPG Media Lab where she uses next generation technology to answer Mediabrand’s toughest advertising questions. Her research program also serves as a testing ground for innovations in ad products and strategies for publishers and ad tech companies.

Paul Neto is Research Director at YuMe where he focuses on research initiatives around the digital video utilizing traditional and innovative research methodologies. Prior to joining YuMe, Paul co-founded Crowd Science, where he used audience-based insights to improve ad targeting technology.


Targeting Your Audience
What Makes Brands’ Facebook Content Shareable?
~10:16-10:20AM (+ Monday, 3:20-3:40PM)
Tania Yuki - Founder & CEO, Shareablee

Abstract: In 2015, U.S. brands published nearly 16 million posts on Facebook driving nearly 35 billion actions with social audiences. Yet just 11 percent of these actions involved sharing of a brand’s content. There has been scant study on what actually makes content shareable and the psychological drivers that prompt sharing. Replicating an earlier framework that outlined ways to increase virality of content, we tracked the 2,000 most-shared Facebook posts over a 12-month period, and then surveyed more than 10,000 social-media users about what might drive them to share that content online. In February 2016, we tracked the 120 most-shared Facebook posts by industry over the second half of 2015, and then surveyed by more than 1,200 social-media users to see whether motivational drivers had changed.

By identifying the most significant drivers of shareable content, brand marketers will have a deeper understanding of why people share, by gender, age and industry. Armed with this knowledge, marketers can craft brand content to inspire audiences to share content on their behalf across social media platforms.

Tania Yuki is Founder & CEO of Shareablee, a leading provider of social content analysis for brands and the official social media analytics partner of comScore. She has been honored with numerous industry awards from SmartCEO, Cynopsis Media, Direct Marketing News, L’Oreal, Multichannel News, The ARF Great Mind Awards, and Ad Age.


Targeting Your Audience
Game ON: Understand Your Consumers
~10:21-10:25AM (+ Monday, 2:50-3:10PM)
Charlie Gordon - Director, Insights Solutions, Kantar Media

Abstract: Gaming, as a media channel, offers pretty much every attribute we could ever ask for as marketers, it has scale, variety, it’s social and grabs attention like nothing else. Yet despite all its plus points, it is by no means the number one advertising channel for brands. Interestingly with new platforms, greater realism, increasing connectivity and new channels, like Twitch, supporting gaming it is a real time of change, opening up new opportunities for brands and media. With these new opportunities in mind, Kantar Media’s GameON project takes a new look at gaming as a media channel, combining established quant and qual techniques with new biometric tools and video coding. We therefore believe it to be ideally suited to the ARF Re!Think conference.

Charlie Gordon is a Director in Kantar Media’s Insight Solutions team, with over 15 years’ research experience, specifically in the area of media research. He is well versed in designing mixed methodology projects utilizing the skills of qualitative and other experts to help clients understand fully the issues facing their businesses. Charlie is currently finalizing an international research study exploring attitudes to the take up of subscription video on demand services.


Science to Sales
Cross-Platform Sales Measurement Has Arrived
~10:27-10:31AM (+ Tuesday, 12:40-1:00PM)
Leslie Wood - CRO, Nielsen Catalina Solutions
Maggie Zak - Senior Manager, Business Insights & Solutions, Time Inc.
Kaz Gunay – Consumer Insights & Strategy Lead, KraftHeinz Company        

Abstract: Marketers’ increased demand for transparency, coupled with a deep understanding of their ROI has never been more important. Measuring the sales impact of their advertising investment has become a critical component to their overall assessment of ROI. What continues to be a challenge is to measure the investment of a single campaign across ALL media platforms.    

This work began in 2013, where at the 2013 PDRF conference in Nice, France, Time Inc. and Nielsen Catalina Solutions (NCS) shared through their award winning paper, “Cross Platform Sales Impact: Cracking the Code on Single Source,” results from a rudimentary method for combining the measurement of print, digital and TV. In that study, we acknowledged that more work needed to be done to evolve the method to measure synergy and individual media effects more holistically at the HH level.

In 2015 at the PDRF conference in London, this expanded work was presented, continuing the collaboration between Time Inc. and NCS to develop a new method for measuring cross-platform media campaigns, their impact on sales, and the value that synergy holds in driving response.    

In late 2015/early 2016, this work will be expanded to include for the first time, how secondary audiences for print (pass-along and out-of-home readership) contribute to sales. Our plan is to unveil this new research at the ARF.

Leslie Wood is CRO at Nielsen Catalina Solutions where she is responsible for research and development. Leslie has a long history of involvement in single-source methodologies, including BehaviorScan, Scan America, and Project Apollo. She is treasurer of the Market Research Council, secretary of the Advertising Research Council, and Nielsen’s liaison to the Center of Research Excellence’s ROI Committee.

Maggie Zak is Senior Manager of Business Insights & Solutions for Time Inc. where she manages ad effectiveness research across print and digital properties. She has 15 years of media research experience, including positions at Hachette Filipacchi and Mansueto Ventures. Maggie holds a B.A. in communications from University at Buffalo and an M.B.A. from NYU, specializing in marketing and strategy.

Kazim (Kaz) Ganay is the Head of Consumer Insights and Strategy for the Beverages and Snack Nuts business unit of the KraftHeinz Company. Kaz leads a team responsible for CIS strategies for a $5 billion portfolio of brands. Kaz brings over 17 years of diversified experiences, including brand management. Prior to moving into CIS he served on the supplier side as an economist before getting his MBA from the University of Wisconsin.


Science to Sales
Evaluating TV Effectiveness in a Changed Media Landscape
~10:32-10:36AM (+ Monday, 2:50-3:10PM)
Olga Casabona - Senior Director, Client Insights, Turner
Isaac Weber - VP, Strategy, MarketShare

Abstract: Turner, in partnership with Horizon Media, commissioned MarketShare, leader in advanced marketing analytics, to analyze Television Ad Effectiveness in today’s video age.

In a multi-screen, multi-channel, Internet-of-things world where TV is a transformed medium, marketers face an increasingly daunting task of where to invest marketing $$ to maximize sales and achieve best ROI.
More advertising $$ are shifting to mobile & digital due to a perceived efficiency. However, investment decisions across platforms require a more complex analysis of online, offline and non-media factors that create complex synergies between media in an effective marketing plan.

We believe TV has a measurement problem, not an effectiveness problem. So much attention is paid to changed average ratings without appropriate focus on effectiveness.

To address this, we analyzed the direct & indirect impact of TV marketing on sales, TV’s role as part of the broader marketing mix and how that has changed.

Olga Casabona, Senior Director of Client Insights at Turner, is part of a team that takes a next generation approach to client insights that fuels the recommendation of best ad solutions for highest impact on marketers’ key business outcomes and innovation strategies. Prior to Turner, Olga led the Strategy and research efforts for various teams at NBCUniversal, Univision, impreMedia, McKinsey & Co. and Accenture.

Isaac Weber is a VP of Strategy at MarketShare, a Neustar solution. At MarketShare, Isaac works with some of the largest global advertisers and media companies to connect marketing investments to revenue using state of the art Media Mix Modeling and Multi-Touch Attribution. Prior to this, he held various roles at Charles Schwab and Discover Financial. Isaac has a B.A. in political science from Oregon State University and an M.B.A. from the University of Chicago.


Neuroscience Advancements
Biometrics Reveal How and Why Ads Work
~10:52-11:01AM (+ Wednesday, 11:40AM-12:00PM)
Laurent Larguinat - Director, Mars Consumer & Market Insights, Mars
Magda Nenycz-Thiel, Ph.D. – Associate Professor; Manager, Mars Marketing Laboratory, Ehrenberg-Bass Institute
Duane Varan, Ph.D. - CEO, MediaScience

Abstract: How and why ads work is a question on each advertiser’s mind. The aim of this research is to better understand the potential of biometrics in both predicting and explaining in-market sales ads effectiveness. The study, the largest of its kind ever conducted, incorporated both biometric (skin conductivity, heart rate, eye tracking, facial coding and blink rate) and traditional survey copy testing on over 1100 responders of over 120 ads for Mars Inc. for which sales effectiveness is derived from longitudinal single source data. Our findings show that the biometrics outperform the traditional copy test measures in predictions of sales ads effectiveness. More importantly, our main insights refer to how to handle and use such rich data to understand and improve advertising copy. Limitations associated with biometrics and the way they are analyzed are discussed.

Laurent Larguinat is Director of Mars’ Consumer & Market Insights. In this role, his mandate is to collaborate with world-class academic partners to help establish Mars as the marketing science leader within the fast-moving-consumer-goods industry.

Magda Nenycz-Thiel, Ph.D. is an Associate Professor at the Ehrenberg-Bass Institute, University of South Australia. She also manages the Mars Marketing Laboratory, an ongoing research and development initiative developed for Mars, Inc. by the Ehrenberg-Bass Institute.

Duane Varan, Ph.D. is CEO of MediaScience, a leading audience and marketing research firm with labs in Austin and Chicago. Until recently, he was also Professor of Audience Research at Murdoch University in Australia. Duane is the recipient of numerous awards including the Australian Prime Minister’s Award for University Teacher of the Year.


Neuroscience Advancements
Cross-Channel Priming for Best Results
~11:02-11:11AM (+ Monday, 12:20-12:40PM)
Neha Bhargava - Manager, Advertising Research, Facebook
Pranav Yadav - CEO, Neuro-Insight US Inc.

Abstract: From our living rooms to the palm of our hands, screens big and small are giving us the flexibility to access content whenever and wherever we want. While this 24/7 access appeals to consumers, it has complicated campaign planning for advertisers. While everyone agrees that budgets and creative efforts should follow users into digital environments, these spaces remain poorly understood, and the relationship between these new units and conventional television campaigns is yet to be fully determined. This research used a patented neurological testing approach called SST to examine impacts and priming effects among Facebook and television advertising for associated campaigns—resulting in both a clear demonstration of the strength of cross channel advertising across Facebook and TV, and best practices for brands working across platforms.

Neha Bhargava is Manager of Advertising Research at Facebook where she helps advertising partners prove and grow the value they see from Facebook. Previously, Neha was a strategy consultant focused on providing marketing and product designs based on big data. She began her career as an engineer building rockets. Neha holds a B.S. in electrical engineering and computer science from MIT and an M.B.A. from the University of Pennsylvania Wharton School.

Pranav Yadav is CEO of Neuro-Insight US Inc. Pranav helps advertisers and media companies make the most compelling connections between products and consumers by using the passive, granular insights of neuromarketing. Prior to Neuro-Insight, Pranav worked at ReD and Goldman Sachs.


Neuroscience Advancements
Seeking the Moment of Ad Impact
~11:12-11:21AM (+ Tuesday, 11:40AM-12:00PM)
Nathalie Bordes - Senior Director, Emerging Channels Research, ESPN
Duane Varan, Ph.D. - CEO, MediaScience

Abstract: ESPN and MediaScience show in this research the impact of ad exposure length on ad viewability. This exploratory investigation was prompted by ESPN’s work in the MRC Mobile Viewability Working Group and key questions of this research set out to answer:
–    How quickly does the viewer’s eye gaze connect with digital ads and at what point does eye fixation on the ad occur?
–    Is there a difference in the rate of fixation between PC and mobile platforms due to scrolling speed?
–    Does the scrolling speed affect ad fixation, and if so, does this vary by platform?

In addition to these questions, the research also provided valuable insights into how visual ad fixation affects ad processing and memory.

Nathalie Bordes is Senior Director of Emerging Channels Research at ESPN where her team supports TV, online, mobile, OTT and social media groups across the sales organization. Nathalie is a member of the MRC Digital Committee, IAB Research Council and Market Research Council. Her focus lies on investigating the impact of new digital media metrics and measurements on ESPN’s revenue goals and future product strategies.

Duane Varan, Ph.D. is CEO of MediaScience, a leading audience and marketing research firm with labs in Austin and Chicago. Until recently, he was also Professor of Audience Research at Murdoch University in Australia. Duane is the recipient of numerous awards including the Australian Prime Minister’s Award for University Teacher of the Year.

About ARF:
The Advertising Research Foundation (“The ARF”) is an organization dedicated to creating, curating, and sharing objective, industry-level advertising research. ARF provides members with unique, research-based insights to make true impact on their advertising and build marketing leadership within their organizations. Founded nearly 80 years ago, The ARF’s members today include more than 400 leading brand advertisers, agencies, research firms, and media-tech companies. Together, we challenge conventions and discover new, actionable insights through objective research at scale.

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