Measurement & Accountability

ANA MEASUREMENT COMMITTEE MEETING
February 29, 2024 from 10:30 AM – 1:00 PM ET (Virtual Only)

I. WELCOME & INTRODUCTIONS (10:30 - 10:45 AM ET)

II. A Year-in-Review: Marketing Effectiveness Trends. 2023 Observations and 2024 Predictions (10:45 - 11:15 AM ET)

2023 was another fast-paced year when it came to marketing measurement. The marketing technology landscape changed quickly, with privacy concerns continuing to make identity resolution challenging. The media landscape moved further away from mass and broadcast and towards social. Affiliates—the digital advertising companies designed to intercept lower-funnel demand—grew, while at the same time, cracks appeared in their business model. Finally, new models and methods for statistical inference across testing and econometric modeling entered the scene, making modeling easier and more powerful. We cover several topics in-depth including changes in identity resolution, media landscape and new measurement models. Furthermore, we dive into predictions for 2024.

Sarah Renner, Vice President, MarketBridge 
Sam Arrington, Vice President, MarketBridge 

III. How to Grow Your User-Generated Content: Best Practices and Tips (11:15 - 11:45 AM ET)

Foster and build an authentic online community to create a network where users can connect, share and grow. Connect with your audience in a meaningful way and leverage their participation to help increase your user-generated content library. 

Helen Gonzalez, Nationwide

IV. How Havas Media Network Uses Adelaide Attention Data to Drive Better Outcomes Across Its Client Roster (11:45 - 12:15 PM ET) 

This session, presented by Havas and Adelaide, explores the cutting-edge methodologies and analytical tools that top media agencies use to tap into the power of attention metrics. Discover the tangible benefits and measurable impact of attention-based planning and optimization on campaign performance and how Havas Media Group is setting new standards in advertising effectiveness by delivering meaningful outcomes and exceptional value to its clients. They achieve this by prioritizing what matters most: capturing and retaining consumer attention in an increasingly crowded digital landscape.

Emma Saul, Director of Analytics, Havas
Zach Kubin, VP of Sales & Brand Partnerships, Adelaide

V. MEMBER ROUNDTABLE (12:15 - 12:45 PM ET)

VI. CLOSING REMARKS (12:45 - 1:00 PM ET)