June 2009
Conventional routes to success are waning in effectives and this has called on the ARF to create a new model for media and marketing where the human is placed at the center and audience research is put to test.
This June 23-24, the ARF Audience Measurement (AM) 4.0 Symposium in New York will harness the firepower of advertising leaders to identify what today’s most pressing media measurement issues are and provide solutions that can achieve success in a 360 media and marketing world.
AM 4.0 will address five critical paths for reinventing media measurement:
Digitization Cookies, anyone? The 30% of Internet users who are deleting their cookies are starting to wreak havoc on web data precision—from estimating unique and repeat visitors to tracking online ad exposure and measuring ROI. The Digital Measurement panel features research experts from Nielsen, comScore, Forrester, Doubleclick and others discussing how to attack the problem and make the world safer for cookies.
Transformation Representatives from JCDecaux, Time, Inc., The New York Times, Conde Nast and the Radio Advertising Bureau will share their experiences and discuss how they are transforming their business models to thrive in the digital age.
Socialization Over 200 million individuals are on Facebook. Several million more are on MySpace and Twitter. With all the chatting and twittering going on how will we, as an industry, be able to harness these conversations to better understand what consumers want today and what they expect tomorrow? Find out at the CEO keynote panel when industry bosses from Nielsen, appssavvy, TNS Media, Media 6 Degrees, Mediasmith and UBS provide their forecasts on how social media will impact audience measurement over the next five years.
Behavior Modification Humans are now at the center and in control. They no longer just absorb the content that is fed to them, they grab what they want, when they want it. Given that this behavior is polar opposite to what we have been accustomed to in the past, how do we as research practitioners modify our behavior and successfully adapt to an environment that often seems to be moving at the speed of light? Planning insights and marketing experts from Unilever, MRI, TRA, MMA, Nielsen, Scripps Networks, ValueClick and imark360 will demonstrate the practical application of associative, behavioral and contextual targeting and provide counsel on how to adapt our thinking in order to achieve the most effective adspend in a tough financial environment.
Innovation Getting to the heart of a matter and determining one’s state of mind are measures that medical doctors and psychiatrists have been capturing for decades. It’s only in the past several years that biometic and behavioral response measures have been used to assess how consumers cognitively process and emotionally react to programmatic audio and visual stimuli. Getting closer to the consumer, harnessing insights via online communities and peer to peer video capture are just a few of the topics that will be addressed at AM4.0’s Innovation panel. Representatives from Visible Measures, VH1, Nielsen, Innerscope, Yahoo!, Passenger, Tube Mogul and Optimedia will identify promising measurement tools that are on the horizon and will discuss insights they are generating to help business.
“In a world that often seems to be chaotic, AM 4.0 will assist attendees in regaining some control,” said Bob Barocci, president & CEO of The ARF.
“Research is at a crossroads and AM 4.0 will help point practitioners in the right direction.”
“While maintaining the status quo is comforting to some, the reality is that change is always a constant,” said Craig Gugel, SVP of Media Analytics at the ARF.
“Those who attend AM 4.0 will come away better prepared to meet the challenges ahead, as the industry totally reinvents media measurement for today’s 360 media world.”
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