The ARF's Gayle Fuguitt Announces the 2016 Audience Measurement Conference

Charlene Weisler What makes this yearamp8217s conference different from previous yearsGayle Fuguitt We find ourselves in very interesting times and there is so much focus on measurement It feels to me that as an industry we are just not focused enough on the consumer So with the advent of ad blocking and ad fraud multitouch attribution and big data or smart data there are remarkable solutions available But we really have to get right back to the consumer and think about what makes their hearts beat faster How can we as an industry appeal to the head and their heart of the consumer and not just to their feet and purchase behaviorCharlene So how can we get to the head and heart of a consumerGayle It is primarily neuroscience CBSamp8217 David Poltrack has amazing new research that ties neuroscience to ROI And here at the ARF we have our own original research study which combines neuroscience with new platforms beyond television Back in March we demonstrated that cross platform advertising works and that an ROI kicker effect was created by combining television and digital Now we are dealing with layers as we ask such questions as amp8220How much and in what order Do I run TV first Do I do digital first And how do I measure the creative online How do I know that I appeal to the consumer with my banner ad or my videoamp8221 amp160As TV is being redefined video is becoming so important we are finding incredible new insights into how to optimize the impact of the consumeramp8217s emotional connection to the brand and product through neuroscience This will help direct decisions as to whether I should spend my first dollar on television or on mobile If I spend on mobile is it mobile video And how do I know if my mobile video is any good We are going to unlock the answers to these questions at the conferenceCharlene I have to ask what is your definition of TVGayle Right now it is moving pictures and stories on a screen It is very interesting to me to see the emotional engagement to story lines characters and branded entertainment and how this is impacting the amount of TV consumers are watching You can see that in binge viewing beyond the platform and device It is this emotional engagement thatamp8217s key and the loyalty to reinvented television has actually increased almost at the same rate as the number of choices the consumer has TV is being reinvented and in fact one of the key presentations on Monday at the conference is going to be by Google about the evolution and measuring of televisionamp160 Television as video across screens So the fact that we will have Google presenting information like that is a wonderful metaphor to answering this questionCharlene Give me some teasers on what to expect at the conferenceGayle Here are the main reasons why this yearamp8217s conference is a mustattendSequencingamp160 At Audience Measurement we will unveil the critical next phase of the How Advertising Works research that was shared at ReThink a roadmap for the optimal sequencing of messages across TV mobile and digitalNeuroscienceamp160 We will definitively demonstrate the connection between ROI and neuroscientific methods360 view of the consumeramp160 We will comprehensively show you the leadingedge approaches to measuring audiences in todayamp8217s redefined media landscapeErwin Ephron Demystification Awardamp160 Weamp8217ll pay tribute to the 2016 winner Irwin Gotlieb Chairman GroupM GlobalThis conference offers the latest best objective unbiased views on cross platform measurement attribution neuroscience and how to build brands in the brain so that they appeal to the consumer Are demos dead We still tend to fall back on age and gender But we will talk about audiences who are people with inspired contentThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillagecomMyersBizNet management or associated bloggersamp160

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The ARF's Gayle Fuguitt Announces the 2016 Audience Measurement Conference

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Charlene Weisler

Empowering Women in Media: Insights from Industry Leaders (Video) - By E.B. Moss

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The ARF's Gayle Fuguitt Announces the 2016 Audience Measurement Conference

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Charlene Weisler

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