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

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

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

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

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.

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