Research & Measurement

NETWORKING BREAKFAST (9:00 – 9:30AM)
INTRODUCTIONS (9:30 – 9:45AM)


I. NEXT IN THE MEASUREMENT REVOLUTION:  CONSUMER-CENTRIC MEASUREMENT (9:45-10:45AM)
Today's consumers have more resources to research products than ever. What that has uncovered is a flaw in our traditional purchase funnel, which was a top-down, linear process that assumes each consumer follows the same path regardless of what product they're shopping for. This, in fact, isn't a consumer model at all. It's a marketer model.

Microsoft has been working on a more accurate reflection of the consumer journey and the roles brands play in it. They believe that by uncovering what consumers need and aligning these needs to marketer objectives, they can fulfill those needs with the right products and services at the right time, but also drive marketing efficiencies.

In this session, Ivy Esquero, Global Consumer Insights Manager, Thought Leadership at Microsoft Advertising, will uncover the latest research around the consumer decision journey — and how consumer measurement is the next frontier.

Speaker:
Ivy Esquero, Global Consumer Insights Manager, Thought Leadership – Microsoft Advertising


II. ANA/WHITE OPS BOT FRAUD TEST RESULTS (11:00AM-12:00PM)
There are estimates that 25 to 50 percent of money spent on digital advertising is wasted and much of that is "bot fraud" — sites with phony traffic that collect payments from advertisers through the intermediaries who aggregate space across many sites and resell the space for web publishers. Bot fraud affects display, video, and mobile advertising. ANA has partnered with White Ops on research with the objectives of determining the level of bot fraud occurring across the digital advertising of leading national advertisers, providing actionable data which advertisers can use to assess and reduce/eliminate bot fraud in future campaigns, and creating a credible and repeatable national benchmark for fraud levels. There were more than 30 ANA member companies who participated in this initiative. In this session, ANA Research & Measurement Committee members will get a first look at the results of this very important industry research.

Speaker:
Michael Tiffany, Chief Executive Officer – White Ops


LUNCH (12:00-1:00)


III. PROCUREMENT OF MARKET RESEARCH (1:00-2:00PM)
A recent ANA benchmarking request on the topic of procuring market research generated over 30 responses. Two separate ANA members originated that request and we have since connected each with a handful of other members for one-on-one benchmarking. Given the broad interest in this topic, we'll have an open discussion at this meeting to discuss the challenges and opportunities in procuring market research.

Speaker:
Bill Duggan, Group Executive Vice President – ANA


IV. MEMBER ROUNDTABLE DISCUSSION (2:00-2:30PM)
In this session we will ask ANA Research and Measurement Committee members to discuss how they have leveraged new research tools to maximize effectiveness and efficiency. We will also discuss topic ideas for future meetings.

Facilitators:
Gayle Fuguitt, President & CEO – Advertising Research Foundation
Janine Martella, Director, Committees and Conferences – ANA