Powered By Cynopsis Media

A One-Day, Hands-On Immersion in Media Measurement

At our recent Measurement & Data Summit, you told us that you want to educate your teams on this very complex subject through highly-interactive training – and we heard you. That’s why we designed this Measurement & Data Bootcamp in order to build the essential, muscular foundation around how digital media is bought, sold, and measured. In addition, you’ll leave a half day with us well-armed with the necessary knowledge to create and assess a variety of advertising solutions. In short, we will make you more successful in your job. Come join us!

Sponsored By:

TV TimeARF

You’ll take away practical knowledge on how to:

  • Take off-the-shelf ad platform functionality and repurpose the tools for your own results-driving laboratory
  • Measure attribution and campaign “lift” with often limited, aggregated data
  • Analyze under-measured or unmeasured platforms, such as OTT streaming video
  • Meaningfully compare click-through rates, social shares, impressions, and completed views
  • Absorb TV’s audience-buying innovations into a media plan: shorter ad lengths, ad loads & more

Agenda

  1. 8:30 am - 8:55 am

    Registration & Networking

  2. 9:00 am - 9:10 am

    Opening Remarks

  3. 9:10 am - 10:00 am

    The Digital Vs. Linear War Is Over: Convergence Is Here

    Measurement is now a team sport, no longer siloed into linear TV and digital content. That’s why our first session will unpack the fundamentals of cross-platform measurement today, focusing on the major trends sweeping the media industry in solving for unduplicated reach.

    You’ll learn:

    • How total audience reports and digital ad ratings are working together
    • Best practices around guarantees, as well as reach and frequency across age and gender
    • How to analyze undermeasured or unmeasured platforms, such as OTT streaming video
    • Britta Cleveland

      Britta Cleveland

      SVP
      Meredith
    • Beth Rockwood

      Beth Rockwood

      SVP, Ad Sales Research
      Turner
    • Marc Rappin

      Marc Rappin

      Moderator
      VP Strategic Partnership
      Currnt
  4. 10:00 am - 10:25 am

    Audience-based Selling & Planning Strategy: Putting Fragmented Pieces Together

    In a landscape where clients are evolving beyond age and gender into buying audience, the advanced audience marketplace is more confusing than ever. We’ll explain it all so that buyers and sellers can drill down on the most important pieces of this new way of serving the consumer across platforms.

    You’ll learn:

    • How to incorporate best practices in using data for insights
    • Which elements matter when scrutinizing platforms that are extending ratings data for custom advertiser-defined audiences, such as credit card habits, in-store purchases, and psychographic profiles
    • How to absorb TV’s audience-buying innovations into a media plan: shorter ad lengths, ad loads, and more
    • Susan Hogan

      Susan Hogan

      Moderator
      SVP, Research & Measurement
      iab
    • Jonathan Bokor

      Jonathan Bokor

      Principal
      Connected Consultants
    • Matt Prohaska

      Matt Prohaska

      CEO and Principal
      Prohaska Consulting
  5. 10:25 am - 10:50 am

    Advanced Analytics to Peek Behind “Walled Gardens” in Paid Social Media

    Audiences continue to spend more time and attention consuming content on social media platforms. However, the data available and just how these platforms function can be a challenging adventure for brands and agencies to understand and optimize. Learn how AIG’s Rapid Learning Lab’s approach to communicate better with their stakeholders, and maximize their ROI.

    You’ll learn:

    • How to measure attribution and campaign “lift” with often limited, aggregated data
    • Which audience selection and targeting functionality in paid social media really matters when it comes to ROI optimization
    • How to take off-the-shelf ad platform functionality and repurpose the tools for your own results-driving laboratory
    • Susan Hogan

      Susan Hogan

      Moderator
      SVP, Research & Measurement
      iab
    • Newcombe Clark

      Newcombe Clark

      Global Director, Rapid Learning Lab
      AIG
  6. 10:50 am - 11:15 am

    Networking Break

  7. 11:15 am - 12:10 pm

    Managing & Reporting on Campaign Successes

    With more pressure than ever on marketers to prove ROI, the ability to oversee and deliver meaningful results is critical. But because the new cross-platform world creates extraordinarily “noisy” data, how does a seller optimize a campaign’s results? And how does a smart media buyer gauge that same campaign for their client?

    You’ll learn:

    • How a campaign’s goals—brand awareness, life, or sales—will determine which metrics matter most
    • How to meaningfully compare click-through rates, social shares, impressions, and completed views
    • How to weigh sound-on, sound-off, and viewability when it comes to evaluating ROI
    • Ethan Heftman

      Ethan Heftman

      Moderator
      VP, Precision & Performance Advertising Sales
      A+E Networks
    • Ikechi Okoronkwo

      Ikechi Okoronkwo

      Director, Senior Partner, Advanced Analytics Lead for Marketing Sciences
      Mindshare
    • Harvey Goldhersz

      Harvey Goldhersz

      EVP, Data & Innovation
      IRi
  8. 12:10 pm - 12:20 pm

    Going Beyond the Ratings with TV Time

    In today's fragmented television landscape, targeting the right audience means going beyond standard industry currency to find a show's true value. One critical input is measuring how viewers experience, and respond to, different shows in different ways. Areas like engagement, sentiment, gender representation and other emotional measures can signal to an advertiser how the TV show resonates with viewers so they can better align their brand’s identity with a program’s personality.

    In this session, TV Time shares a case study illustrating how an agency utilizes this type of data to better value a show. In the end, both parties benefit from this expanded and more complete measurement of audience engagement.

    • Alex von Krogh

      Alex von Krogh

      VP, Sales
      TV Time
  9. 12:20 pm - 1:00 pm

    Lunch

  10. 1:00 pm - 1:45 pm

    Maximizing your Programmatic Buy

    Programmatic media buying means that it’s easier for buyers to identify and evaluate their audiences across platforms, and easier for sellers to deliver the audiences that their clients want. But there’s still lots of murky water in the programmatic world that can lead to misspent money and lousy ROI. That’s why you need to attend this session.

    You’ll learn:

    • Current best practices for the programmatic ecosystem
    • How to Assess your buy
    • How to Optimize the campaign
    • How to Evaluate results, from initial impression to conversion
    • George Pappachen

      George Pappachen

      President
      BiScience
    • Jon Stewart

      Jon Stewart

      VP, Measurement
      Survata
  11. 1:45 pm - 1:50 pm

    Closing Remarks

Who’s Attending?

You know that you and your team need to step outside of your workplace, connect with peers and learn from the best to keep growing your skills—for your brand, and for your career. The Measurement & Data Boot Camp will allow you to do just that. 

Below is a sample of who will be at the boot camp:

Marriott
Johnson & Johnson
Mindshare
WPP
AIG
Facebook
truTV
BET
Viacom
WABC 7
Odyssey Impact
Canvs
Megabite
Freewheel - A Comcast Company
Survata
BiScience
Major League Baseball
IRi
Mindshare
Meredith
Crown Media Family Networks
Turner
NBCUniversal
Comedy Central
NHL
The Weather Company
Publicis Media Exchange
iab

If you spend at least a quarter of your time in any of these areas, you should attend Cynopsis’ Boot Camp:

  • Analytics
  • Ratings
  • Consumer Insights
  • Research
  • Data
  • Technology
  • Advertising
  • Media Buying/Planning
  • Media Strategy
  • Programming
  • Marketing
  • Business Development
  • Management
  • Production
  • Product Launches
  • Sales / Distribution
  • SEO
  • Ad Operations

Speakers

  • Jonathan Bokor

    Principal
  • Robbie Caploe

    Publisher
  • Newcombe Clark

    Global Director, Rapid Learning Lab
  • Harvey Goldhersz

    EVP, Data & Innovation
  • Ethan Heftman

    VP, Precision & Performance Advertising Sales
  • Susan Hogan

    SVP, Research & Measurement
  • Alex von Krogh

    VP, Sales
  • Ikechi Okoronkwo

    Director, Senior Partner, Advanced Analytics Lead for Marketing Sciences
  • Britta Cleveland

    SVP
  • Beth Rockwood

    SVP, Ad Sales Research
  • George Pappachen

    President
  • Matt Prohaska

    CEO and Principal
  • Jon Stewart

    VP, Measurement
  • Marc Rappin

    VP Strategic Partnership

Venue

The Yale Club

50 Vanderbilt Ave
New York, NY 10017
212-716-2100

Cynopsis’ Measurement & Data Boot Camp will take place on Wednesday, November 7 at The Yale Club in Midtown New York City. The venue is just a block away from Grand Central Terminal and the 4, 5, and 6 Subway trains.

If you are traveling for the event and need lodging, take a look at our list of hotels in the area.

Pricing

Workshop Fee

  • Early Bird

    $495
    Register
    Valid until
    October 26, 2018
  • Last Chance

    $595
    Register
    Valid until
    November 06, 2018
  • Onsite Rate

    $795
    Register
    Valid until
    November 07, 2018

Groups receive a $50 discount per person.

Contact

For questions related to event registrations:

Cathy Pearson
Marketing Coordinator
Cynopsis Media
events@cynopsis.com
800.777.5006

If you would like to purchase a sponsorship:

Mike Farina
VP, Sales & Marketing
Cynopsis Media
mike@cynopsis.com
203.218.6480

For information on programming and speakers:

Robbie Caploe

Robbie Caploe
Publisher
Cynopsis
rcaploe@accessintel.com
.212.223.1117