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Consistent measurement in the video world, regardless of device, remains the single most difficult puzzle in today’s media landscape, and is far from being solved. Indeed, this question has only become more layered in the last year, as worries around brand safety and data protection have intensified the need for a reasonable resolution that buyers, sellers and third party verifiers can all parties can agree on. That’s why Cynopsis is presenting the second Measurement & Data Conference, to help advance the conversation by having leading thinkers and doers examine the thorniest points in the discussion so we can all move forward - successfully.

“Data breaches and privacy rights have risen to the forefront. What does the future hold for data driven targeting for publishers and advertisers? Who should own the data? What rights will consumers have? What role should the government have in securing a consumers right to their own data? These are just a few questions that will be addressed at the Cynopsis Measurement & Data conference.”

Brad Adgate, Media Measurement Consultant

Sponsored by TV Time

2017 Attendees Included:

If you would like to sponsor the event, please contact VP of Sales & Marketing, Mike Farina at 203.218.6480.

Who Should Attend

If you are involved in any of these capacities, this Conference is for you:

  • Advertising
  • Media Planning
  • Media Buying
  • Media Strategy
  • Programming
  • Marketing
  • PR
  • Business Development
  • Management
  • Production
  • Product Launches
  • Sales and Distribution
  • Ratings/Analytics
  • Ad Operations

Attendees at 2017 M+D Conference

2018 Agenda

  1. 9:00 am - 9:30 am

    Registration and Breakfast

  2. 9:30 am - 10:10 am

    Challenge One: What exactly is the State of Third-Party Measurement?

    With the increase of content on platforms far beyond linear TV, today’s advertisers are demanding third party measurement that’s consistently reliable and accepted. Conflicting opinions around standards for clicks, impressions, viewability and more across devices have made for a loud marketplace that many feel isn’t solving the problem quickly enough. What is a cross-platform standard? From media mix modeling and the standards that Google and YouTube believe in, to Facebook’s partnerships and what they signal and Twitter’s ability to compare attention metrics on other platforms and OTT vs. linear TV, we will tell you what matters as and what just… doesn’t.

    • Carol Hanley

      Carol Hanley

      Chief Revenue Officer
      TV Time
  3. 10:10 am - 10:35 am

    Challenge Two: Is Ad Attention Today’s Most Meaningful Metric?

    Consumer attention to video advertising has emerged as the hot new metric – an ad can reach millions of people, yet impact relatively few. But how can something as innately ephemeral as attention best be measured? Can you really compare a two-second view on YouTube with a100% complete co-viewing experience on an OTT network? Of course, you can’t. So what are best practices for marrying attribution with attention, as well as transacting against it? Our panel of experts will explain how time-based metrics are best compared and leveraged to determine not just who’s watching advertising, but how, so networks can pair brands with programming that will drive results, and advertisers can better evaluate campaigns’ performance, whether third party verified or internally analyzed. You’ll learn:

    • The oncoming replacement of CPM’s with cost per second and cost per hour advertising
    • The pitfalls of automation in narrowing transparency between brand and network
    • Viewable engagement vs. dwell time
  4. 10:35 am - 10:50 am

    Break

  5. 10:50 am - 11:30 am

    Challenge 3: The Bottom Line on What Advertisers Want

    Measurement and data are transforming both agency and client approaches. This candid conversation will feature agencies and brands talking about what they want and need around consistent, transparent measurement as well as which campaigns serve as valuable models of this change—and what we can learn from them—as we head into the Q3 of 2018.

  6. 11:30 pm - 12:10 pm

    Challenge 4: Where Does Mobile Fit into it All?

    By 2021, 78% of all mobile traffic will be video, according to Cisco. And while short form programming currently dominates the mobile viewing experience, long form will eventually have its place in the mobile experience as well. Although the notion of a “mobile first” strategy is one that every media company now has to think about, leveraging mobile’s true worth and ensuring that ad spend converts into measureable views are the two top tests to pass. We will focus in on how experts are getting the most value from smartphones, using their unique characteristics as well as the rich data they generate. And we will reveal the ways in which shrewd brand marketers are working with DSP’s to make sure that mobile ad measurement and verification are appropriately prioritized.

  7. 12:10 pm - 12:50 pm

    Lunch & Speaker

  8. 12:50 pm - 1:15 pm

    Challenge 5: The Best Thinking Around Brand Safety

    According to Exchangewire, 93% of marketing heads have changed their strategy based on brand safety concerns. Indeed, it’s one of the most critical issues for the media community to grapple with, from both a buyer and seller point of view. Combining the recent implementation of GDPR with brands calling for full transparency regarding the context their ads are appearing in, the handling of consumer data in a digital environment is a crucial conversation. We’ll look at how the most forward-thinking advertisers are constructing their own safety profiles to defend themselves and protect their data while simultaneously scaling their campaigns—and how smart digital publishers are in protecting their clients.

  9. 1:15 pm - 1:55 pm

    Challenge 6: Accurate Attribution, Where Are You?

    The fact that last-click attribution is inaccurate is no longer in question, but what should replace it is far from clear. More sophisticated solutions, like Google Attribution, look at and weight other touchpoints on a consumer’s path to purchase, but this is not a one-size-fits-all conundrum. How far are we from accurately tying media performance through to conversion, and discovering potentially undervalued, game-changing marketing channels? What are the metrics that will allow you to shift your budget to optimize marketing across channels? We’ll dig into one of the industry’s hottest topics.

  10. 1:55 pm - 2:30 pm

    Challenge 7: What to do with All That Data

    The importance of capturing consumer data and understanding how to use it is the new cornerstone of success in the media world. With more ad spend moving to digital, marketers need to be able to quantify how effective their ad campaigns are as well as a way to validate results. But does all this data really help a marketer to market better? Is “age and gender” still the best way to segment audience, as some believe? And how do social media and Out-of-Home come into play? We’ll analyze the latest solutions—some of which are being offered by the networks themselves—with actionable takeaways and an analysis of what’s working, and what isn’t.

  11. 2:30 pm

    Closing remarks & END

Speakers

  • Carol Hanley

    Chief Revenue Officer

Pricing

Individual Rate
$695/person
Advanced Rate (Expires 07-26-2018)
$695/person
Regular Rate
$895/person
Group (3+)
$645/person
Advanced Rate (Expires 07-26-2018)
$645/person
Regular Rate
$845/person

Contact

For questions related to event registrations:

Cathy Pearson
Marketing Coordinator
Cynopsis Media
cathyp@cynopsis.com
203.899.8470

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:

Lynn Leahey

Lynn Leahey
Editorial Director
Cynopsis
lleahey@accessintel.com
914.309.2556