ARF WEST PRESENTS

How Advertising Works –
How Technology Makes It Better

Tuesday, November 10

TUESDAY AM
How Advertising Works: Unearth Consumer Insights

Raiders of a lost art. Mining for golden insights in the age of Big Data.

10:00 - 10:15am
Opening Remarks
Gayle Fuguitt – CEO & President, The ARF

10:15 - 10:45am
The Power of an Idea
There’s a difference between creating an idea and finding the opportunity to release that idea. Enter big data.
PJ Pereira – Chief Creative Officer & Co-Founder, Pereira & O’Dell

See his Cannes interview »

10:45 - 11:15am
Millennials Unplugged: What Are We Learning From Millennials?
How Millennials embrace technology and what it means for the top brands of today.
Maureen “Mo” Craig – Founder and Provocateur, MoStrategy, LLC
Natalie Malaszenko – SVP, Marketing, Overstock.com
Moderator: Bob Pearson – President & Chief Innovation Officer, W2O Group; ARF Board Member

11:15 - 11:45am
Networking

11:45am - 12:00pm
It's 10AM (or thereabouts). Do you know where your data are?
With the rise of Big Data, what are the boundaries between insights/analytics and data science?
Tim Perzyk – Director of North American Advertising Research, Twitter

12:00 - 12:15pm
An Insight is a Terrible Thing to Waste
So much great research gets wasted. Learn how to mine more gold from the work you’ve already done.
Pat LaPointe – EVP, Resonate; ARF Board Member

12:15 - 12:30pm
Paper Towels, Pinterest and “Parks and Recreation”
Big Data is being applied to join streams of disparate activity to understand consumer behavior.
Tim Wright – Senior Director, Product Management, Quantcast Corp.

12:30 - 1:00pm
Insights2020: Facing 2020 with 20/20 Vision
Driving customer-centric growth.
Gayle Fuguitt – CEO & President, The ARF
Marc de Swaan Arons – CMO & Executive Board Member, Millward Brown Vermeer

1:00 - 2:00pm
Lunch

TUESDAY PM
How Advertising Works: Target the Right Audience

Seek and ye shall find. Going beyond traditional demographics.

2:00 - 2:30pm
The Vision on Viewability
You can't target the audience if you don't know who's seen it.
Gillian Heltai – VP of Marketing Solutions, comScore Inc.
Matt Scharf – Senior Manager, Display Media Operations & Analytics, Adobe
Brenda Tuohig - VP, CPG Product Strategy, Oracle Data Cloud
Moderator: Fred Leach - Director, Marketing Science, Research & Development, Facebook, Inc.

2:30 - 2:45pm
From Droll to Inspired: Changing the Customer Ad Experience
By using data and intent marketing tools, brands can deliver customized ad experiences that resonate with their audience.
Alex LePage - VP Product Strategy & Marketing, Rubicon Project

2:45 - 3:00pm
Getting Sticky: Measuring Audience Engagement for Live TV
New forms of measurement complement what’s already out there.
Bruce Goerlich – CRO, Rentrak; ARF Board Member
Jason Klein – Co-CEO & Co-Founder, ListenFirst Media

3:00 - 3:30pm
A Day in the Life of a Millennial
Optimize media campaigns based on an in-depth look at media consumption across devices, usage and time of day.
Charles Buchwalter – President & CEO, SymphonyAM
Bill Harvey – Principal, Bill Harvey Consulting
Matt Kistler – SVP, Global Consumer Insights and Analytics, Walmart

3:30 - 4:00pm
Networking

4:00 - 4:30pm
The Future of Advertising: Digital Reinvention
Disrupt others before your business is disrupted!
Saul Berman, Ph.D. – Partner, VP & Chief Strategist, IBM Global Business Services

See Saul's Cannes interview »

4:30 - 4:45pm
To Reach Your Fans, Fan Out
Warner Brothers shares how they go where their fans are and leverage a wide range of social and digital sources to improve reach and engagement.
Seth Duncan – Managing Director & Chief Analytics Officer, W2O Group
Greg Durkin – SVP Marketing Analytics, Warner Bros. Pictures

4:45 - 5:15pm
The New Age of Media: Technology, Data and Almighty ROI
What do the advancements of ad technology – evolving video advertising, digital channels giving rise to multiple touchpoints and the proliferation of screens – mean for marketing and marketers?
Dave Morgan – CEO, Simulmedia

5:15 - 5:30pm
Closing Remarks
Gayle Fuguitt – CEO & President, The ARF

5:30 - 6:30pm
Reception

Wednesday, November 11

Wednesday AM
How Advertising Works: Deliver the Right Message

The postman doesn’t always ring twice. Connecting at the right time with the right consumer.

9:00 - 9:30am
Opening Day 2 - How Advertising Works Today
The ARF’s How Advertising Works™ initiative helps our members drive greater business impact through more effective advertising. Be the first to hear our latest updates on Cross-Platform ROI, Cross-Platform Interaction and Mobile Measurement.
Gayle Fuguitt – CEO & President, The ARF
Jasper Snyder – EVP, Research & Innovation: Cross-Platform
Horst Stipp – EVP, Research & Innovation: Global & Ad Effectiveness

9:30 - 10:00am
Making Advertising Human in the Age of IoT
Advertising will work if we’re able to make the consumer the top of the food chain.
Brian Wong – Co-Founder & CEO, Kiip

See his Cannes interview »

10:00 - 10:30am
From Plight to Power
Social data can power the creative process and help deliver the right message and results.
Edlynne Laryea – Johnson & Johnson, Consultant, Worldwide Digital Center of Excellence
Ben Kaplan - Director, Native & Social Ad Products, Time, Inc.
John Murphy – Head of Social Listening Center, Cigna
Moderator: Tania Yuki – Founder & CEO, Shareablee

See Tania's Cannes interview »

10:30 - 11:00am
Networking

11:00 - 11:15am
Does Creative Still Matter?
If every ad tech offering boils down to audience and algorithms, do you really need to invest in the good design of a banner ad? Can a banner ad really move someone emotionally?
Lauren Moores, Ph.D. – VP, Strategy, Dstillery

11:15 - 11:45am
The New Rules of Marketing in the Attention Apocalypse
The modern state of advertising requires a new understanding of the tiny windows of time when you can reach your customers.
Colin Drummond – Partner & Chief Strategy Officer, Deutsch LA
Aron North – Director, Advertising & Branded Content, TacoBell Corp.

See Colin's Cannes interview »

11:45 - 12:00pm
Win the Trifecta
Matching content, screen consumption and audiences to optimize reach to target audiences.
Georgi Georgiev – SVP, Media, Millward Brown Digital

12:00 - 12:15pm
C’mon Man! Advertise to the Sports Fan
Learn what advertising speaks the language of sports and makes the connection with sports fans.
Dave Blumberg - Associate Manager, Advertiser Insights, ESPN
Barbara Singer - VP of Advertiser Insights & Strategy, ESPN

12:15 - 1:15pm
Lunch

Wednesday PM
How Advertising Works: Grow ROI

Make your bottom-line boom. Return on ideas and innovation.

1:15 – 1:45pm
Role of Culture in Delivering ROI
What’s the ROI of Culture? Why leveraging, shaping and creating culture is essential to your brand.
Matt Hirst – Former, Head of Brand Experiences, Google + Director of Culture, Red Bull
Rob McLoughlin – VP, Consumer Research, POPSUGAR
Edwin Wong – Partner Manager, Insights, Pinterest
Moderator: Aliza Pollack – VP, Qualitative + Brand Development, Added Value

1:45pm-2:00pm
Understanding What Worked
In the midst of new technology, devices and screens, it is no easy feat for brands to reach consumers, measure impact and improve campaigns. Google shares some successes.
Mike Clarke - Head of Brand Measurement & Insights, Google

2:00 - 2:15pm
15 years of development, 15 months of evolution, in 15 minutes
Mobile ad evaluation comes of age (in more ways than one).
Arno Hummerston – Head of DMI Global Client Services, GfK
Tom Kertesz – VP, Digital Market Intelligence, GfK

2:15 - 2:45pm
The Quest for ROI . . . Facebook Clients Speak
Facebook discusses the biggest client measurement challenges and solutions they are building.
Will Bullock – Quantitative Research Manager, Facebook
Yongyong Kennedy - Head of Financial Services Measurement, Facebook

2:45 - 3:00pm
The ARF Board Speaks
Industry influnencers discuss and share their POV's on How Advertising Works Today.

3:00 - 3:15pm
Closing Remarks
Gayle Fuguitt – CEO & President, The ARF

ARF Young Pros Make Your Mark Workshop

An inspirational afternoon of networking and learning. Ask your burning career and industry questions during intimate, small-group round table sessions.

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