Optimizing the Business Potential: Set Top Box Data and Audience Measurement

Join comScore’s Joan FitzGerald as she illuminates the key issues surrounding the usage of STB data for audience measurement. This session will provide a framework for considering STB data as a unique and important tool for media and advertising measurement, as well as the capabilities that are needed to succeed and monetize the data.

• Learn how the media and advertising industry views the value of STB data, particularly in light of technological advances in TV and emerging trends in TV viewing.
• Develop new insights about how the media industry seeks to tap the value of STB data.
• Understand the characteristics of STB data and how STB data can provide new insights about audiences.
• Develop a deeper understanding of STB data limitations, and the processes leading research companies are putting in place to minimize their impact
• Learn how STB data compares to the data collected via consumer panels that are the industry-standard used for media measurement today.

Driving Revenue Through Data

Having the best possible audience understanding has always been one of the pillars of publishers’ success. But are we making the most of the wealth of data offered up by digital? The move away from CPM dependency has allowed different business models to flourish online, with many B2B publishers in particular already finding that leveraging user data is reaping significant financial reward, and some believing it is key to future B2C models too. So what are the lessons to be learned so far, and how can this approach be employed by publishers across the board to even greater effect? This forum brings together case studies and analysis from publishers already successful in this space to examine how UK media owners can profit from data without compromising trusted relationships with their users. We will look at the best techniques to collect, analyse and use audience information. What the implications of selling data are, and which business models are emerging as most successful.

The Armchair Revolution - “Broadcasters have a lot to worry about….”

The Armchair Revolution sessions will provide an introduction to the Connected World by examining the new landscape in which users - and not necessarily the traditional players - are beginning to set the agenda for tomorrow’s broadcast industry.

Cross Media Marketing Synergies: Spreading Dollars Across Channels

With consumers adapting rapidly to a cross-media “way of life,” it is now more important than ever for traditional and digital advertisers to understand the value of levering multiple media channels to achieve the greatest impact and strongest ROI. In order for this to occur, marketers need to spread their branding budgets across channels, benefiting from some of the cost efficiencies that the Internet provides while capitalizing on the inherent synergies of cross media advertising.

comScore EVP Erin Hunter, and Doug Chavez, Director, Digital Marketing, Del Monte Foods, will present a brief overview of the current state of the advertising industry, specifically highlighting synergies that can be gained from advertising across platforms, the need for active coordination among traditional and digital marketers to capture these incremental gains, and the necessity of sound, consistent measurement to evaluate the effectiveness of cross-media campaigns.

Bringing these insights to light, Hunter and Chavez will present a detailed analysis of cross-media effectiveness results from a recent campaign. Exact study parameters and objectives are TBD. However, the presentation will include an overview of study objectives, methodology/design and key findings, providing audience members with actionable cross-media insights and a strong argument for considering cross-media strategies.

Click-Through Rates can’t be used to measure the effectiveness of online advertising campaigns anymore

This pan European study based on almost twenty case studies with clients such as Microsoft Advertising and Fox Networks shows the latent impact of display advertising. Why is the effectiveness of online advertising still measured on click-through rates when they are only 0.13% in Germany? What metrics can be used to prove that online advertising works? The study is highly accepted in the market given the wealth of comScore advertising data and the insights gained from a global panel of over two million internet users. comScore is well positioned to deliver a compelling session around the game changing results of the "How Online Advertising Works: Whither the Click in Europe?" study, and can show key differences across European countries. Attendees will leave this session with a fuller understanding of, and actionable insight into, the way consumers interact with online advertising.

comScore, Inc. Update

comScore, Inc. Update

Whither the Click 2

Future of Advertising

TBD

The Digital Consumer: What Is Being Consumed and By Whom?

Your digital fundraising success will depend on how well you understand how consumers are consuming online media. This presentation will give you an in-depth look at what is being consumed and by whom and more importantly, how consumers' digital behaviour affect your online fundraising activities. Brent Lowe-Bernie will provide a complete breakdown of the latest trends and perspectives to help you accelerate your traditional and mobile online campaigns.

Is Google Taking Too Much Credit?

Google recently announced that its search and advertising tools generated $54 billion of economic activity in the U.S. in 2009. But, as we all know, there are a number of different factors that contribute to sales conversions both on and offline. In this session, we’ll examine the role of search in the media mix and discuss best practices for evaluating performance across all channels. We’ll also look at some of the more evolved attribution models being deployed by search marketing advertisers, agencies and technologies.

Keynote: The Future of Online Audience Measurement

In this keynote presentation, comScore Executive Chairman Gian Fulgoni will provide an overview of the current state of online audience measurement and the future direction of the industry. His discussion will include an in-depth look at the current digital measurement market, an analysis of various leading methodological approaches and case examples of how marketers are using cutting-edge research to improve the return on their marketing investments. In addition, Mr. Fulgoni will examine the various metrics that can be used to measure online advertising effectiveness, highlighting their positives and negatives.

Analyst Perspective - Expert Analysis of the Indian Online Travel Market

The current state of online travel in India - find out which distribution models are set for future growth and which companies are ripe for success.

• Who will go public? Who will be up for sale? And who will buy them? Where will the smart money be invested - technology, people, product?
• How has the industry landscape changed over the past year and how should you position your company for the future?
• Are there any market drivers which the industry is ignoring? If so, what needs to be done?
• Will the increase in online bookings continue?

Get the Facts You Need on How Fast Mobile in Travel is Evolving

The number of Europeans accessing the web via mobile devices has increased to X% in 2009. Your customers are trying to access your brand via mobile - but are you ready? Get facts you need to proceed.

• Who is the European mobile travel consumer?
• What are they searching for?
• What are their expectations of your brand and communications?
• Which mobile devices do they use?
• How frequently do they use them to research and book travel products?
• How will the travel industry adapt to mobile?

KEYNOTE I: FOCUS ON DATA

Roundtable Discussion: Data — From Aggregation to Action

There is more data available on consumers, including demography, linked data, behavior patterns, likes, dislikes, and usage patterns than ever before. The challenge is taking this data and distilling it into actionable results for your business. Web views, emails, search data, clicks, social network posts, empirical data like purchasing habits and credit scores, opinion panels and surveys must be properly aggregated, analyzed and disseminated to be used as a basis for meaningful action.

Keynote Presentation: A Digital Year in Review - What You Need to Know Moving Ahead

Trends in the mobile market changing the digital media landscape? Don't miss out on comScore's annual digital review.

The State of the Online Travel Industry: What Will the Future Bring?

• State of OTA's
• State of search marketing
• Overview of mobile marketing
• Overview of social media

Making the Case for Digital

Understand why pharma advertisers need to rethink their media spend and embrace the digital ecosystem. This panel will tackle the following questions:

• Has pharma adapted their media plans since last November’s FDA hearings to discuss the need for social media guidelines? What has changed? What has stayed the same?
• Although pharma advertisers are slowly moving a portion of their traditional media dollars over to digital, are they doing it correctly? How are pharma companies moving the needle?
• What kind of KPIs does digital need to prove it’s just as effective as television?

Research-Driven Insights “From Keywords to Content: Extend the Power of Search Branding

Gain insights into the hot topics of online search, branding, and user-experiences from the industry-leading research house, comScore.

• Many brands are only utilizing search for direct response, and as a result, are missing out on strong branding opportunities.
• Search terms must go beyond core brand and product terms to make an emotional connection with the users.
• Brands must do more than refine their keyword strategy – they must employ a solution that bridges the gap between search and display.
• Leading brands showcase how they are extending the reach of their keyword targeted campaigns -- and making a true emotional branding connection with patients & caregivers.

Field of Media Research Dreams: The latest tools for sharper media planning and buying

Primary research companies will discuss new directions they are taking in their product line. Hear the highlights of key new products in their portfolio and those in the works. Discover the process they go through to decide whether to invest in a new research tool. When is a medium important enough to justify the cost of measuring it? How do you judge the business potential of a medium such as the iPad once it is measured? See research companies as businesses with their own costs, P/L requirements, stockholder demands, etc.

Canada’s Cross Media Consumer Database

As magazines are increasingly delivered in multi-platform digital formats, and the internet continues to grow as an advertising medium, the convergence of these two trends leads buyers and sellers to seek one single source for media and consumer purchase information. In Canada, PMB is the leading source of print audience and product/brand data, while comScore is the leading supplier of internet usage data, thus providing an ideal partnership to bring a single fused database to the market, thus forming an ideal partnership to respond to this need. This paper describes the development of this cross-media consumer database including the ‘congruent’ fusion model used while highlighting the many insights gained from this important product with numerous examples.

A key benefit of this ‘fused’ database is the ability of magazines and national newspapers to prove the strength of their combined audience over the traditional and digital platforms. The nature of the traditional and digital audiences will now be available in one database, informing the print and online planning and buying process accordingly. Agencies and planners can have access to a single source of data on print readership and internet usage, and internet behavior by brand usage – a significant step forward for the media measurement industry.

This jointly developed product is unique in Canada and indeed globally as it is born of a partnership between a not-for-profit tripartite measurement company and a commercial publicly traded company. The partnership permits the joining of Canadians’ observed online media habits with print readership and other media consumption as well as an extensive set of product and brand usage information all in a single database.

Advertising Effectiveness

TBD

TBD

TBD

Brand Advertising and the Importance of the Click

The panel will be opened with Anthony Psacharopoulos's (comScore) presentation and will continue with discussion, moderated by Diego Semprun (Nielsen). Participants: Tom Bowman's (BBC), Marvin Liao (Yahoo!), Anthony Psacharopoulos (comScore), Amber Williamson (UM), Andy Fisher (Starcom MediaVest Group).

Mobile World Integrated Marketing Planning

Social Media and Brand Reputation

The panel will be opened with Giles Palmer's (Brandwatch) presentation and will continue with discussion between: Blake Chandlee (Facebook), Mat Morrison (The Magic Bean Laboratory), Giles Palmer (Brandwatch), Rand Fishkin (SEOmoz.org), Anthony Psacharopoulos (comScore).

TBD

Online Video Industry Forum (Hosted by IAB Digital Video Committee)

In this content-rich, multi-faceted session, Joey Trotz, Senior Director, Strategic Advertising Technology at Turner Broadcasting and Co-Chair of the IAB Digital Video Committee, will lead a deeply engaging session covering today’s most critical and exciting issues in the online video space, including:

• Sharing the latest data, trending and strategic insights from across the online video market.
• Discussing the latest developments with regard to advertising standards for online video and sharing some exciting information about the new universal, IAB-approved online video advertising format.
• Hearing from representatives from leading media companies and advertisers as they provide deep-dive, case-study reviews of successful online video marketing efforts.
• Facilitating an open forum with ad:tech attendees to gather input from the community and discuss and debate issues that are important to publishers, advertisers and service providers as they relate to buying, selling and measuring online video.

TBD

The Future of Programming Distribution

Consumption of content and programming in non-traditional ways is accelerating. Improvements in technology will continue to act as a catalyst in allowing consumers more options. What does this mean for programmers and program producers today and in the months and years ahead?

• Where are Canadians going online and where are they spending time?
• What are the hot categories?
• How big is Social Media? Online Video?
• How does the Smartphone change mobile consumption?
• How does consumer behaviour change in the multi-screen world?
• Of the top twenty sites used by Canadians how many are Canadian?
• With the introduction of web TV watched by Canadians -- where will advertising dollars go?
• How will Canadian programming be supported in the future if advertising dollars are siphoned off to other jurisdictions?
• What role will traditional broadcasters have?
• Where will production money come from if/when advertising dollars migrate to the web?

Online/Channel Insurance: Shopping and Trends

This presentation will share with attendees what comScore has learned about what works and what doesn’t in online marketing, based on their tracking of personal lines P&C, life, and health in the online insurance space since 2004.

Role of Market Research, Competitive Intelligence and Secondary Data in Measuring Effectiveness

In an environment where resources are scarce and patents are fast expiring, effective product planning is vital to ensuring the success of your organization. Market research is an integral partner in any decision making process at any phase in the pharmaceutical lifecycle. Additionally, when used correctly, competitive intelligence can provide invaluable to help shape strategy and future growth plans. This session will address:

• Assessing optimal brand positioning and messaging through research
• Gauging the level of success of a sales force with respect to message delivery
• Using secondary and primary data to provide analytic solutions to sales and marketing teams
• Measuring Direct to Patient, Physician or Consumer promotional ROI of various channels and media
• Competitive Intelligence & Market Research: What Degree of Partnership or Cooperation Works Best?

State of the Latin America Online Retail Economy

Understanding Consumers Behaviors, Expectations and Preferences in Today’s Converged World of Video Viewing

There is a lot of debate right now about how online video and television can work together. The possibilities of digital TV and its place and time-shifting capabilities mean that the line between digital and traditional is increasingly blurred. Online video goes well beyond simply repurposing television content – with opportunities that extend the reach of TV, encourage interactivity and engagement. And now, with the growth of ‘TV Everywhere’ and other cable/broadcast initiatives designed to stabilize the cross media distribution business model, it is more important than ever to understand the synergies of online video and television.

In a first-ever presentation of results from a study looking at the interplay between online video and TV for premium content, comScore Tania Yuki will share key findings and unveil consumer sentiment/expectations about the converging platforms. Using these study results, Ms. Yuki will also address some key implications and industry questions as they relate to measurement across channels:

• What are the biggest challenges we face when it comes to accurate measurement and industry adoption? How can we overcome these challenges while still appealing to all involved parties?
• How will video usage across platforms work together, and how can we create an environment in which the channels complement rather than compete with each other?
• As the video landscapes change, how will this impact the way we measure across media and what should we be considering now?

Maximizing Your Returns Online