Friday, October 6, 2023
|
9:30am - 10:15am
|
REGISTRATION AND BREAKFAST
|
|
10:15am - 10:30am
|
WELCOME REMARKS & HOUSEKEEPING
-
Marc Guldimann
-
CEO & Co-Founder
Adelaide
Jackson Bazley
EVP, Data, Analytics & Measurement
ANA
|
|
10:30am - 11:00am
|
THE STATE OF ATTENTION
A conversation about the rapid rise of attention metrics and what’s next as AI tools create content in the battle for consumer attention. Join Marc Guldimann, CEO of Adelaide, as he interviews Joe Marchese, GP at Human Ventures and a founder of the modern-day attention movement.
-
Marc Guldimann
-
CEO & Co-Founder
Adelaide
Joe Marchese
General & Build Partner
Human Ventures Co
|
|
11:00am - 11:30am
|
PANEL DISCUSSION: ATTENTION AS A CURRENCY THROUGH THE EYES OF THE MARKET
The question of whether attention metrics will become a new currency for media trading has emerged as a focal point of discussions concerning the future of measurement. While thought leaders and standards bodies have intensely debated the matter, the real question is: What does the market think?
In this session, we’ll explore the evolution beyond traditional metrics, current and future dynamics of attention as a currency, and the potential implications. Hear from a panel of experts, from buyers and sellers to programmatic partners, as they discuss their experiences and perspectives surrounding this heavily-debated topic.
-
Moderator: Jackson Bazley
-
EVP, Data, Analytics & Measurement
ANA
Parvati Vaish
SVP, Analytics
Havas Media Group
Ed McElvain
Director of P3 (Digital Platforms & Data-Driven Media)
Mediahub Worldwide
Michael Sadicario
Managing Director, North America
Equativ
Gabriel Dorosz
Executive Director, Audience Strategy & Insights
New York Times Advertising
|
|
11:30am - 12:00pm
|
ATTENDANCE, ATTENTION, AND DISTRACTION; WHAT IT TAKES TO ACHIEVE BRAND IMPACT
Join Phillip Lomax, EVP of Business Development at MediaScience, in the endeavor to revolutionize how we approach Attention and Distraction within the industry.
Looking at Attention as the absence of Inattention, it reflects a threshold above which the cognitive processing of stimuli occurs. Simply put, Attention is getting our foot in the door; what happens after is far more important to achieve Brand Impact. Therefore, it's time the industry pivots toward a more holistic understanding of Attention and moves past visual Attention alone. Instead, employing a more precise methodology that focuses on the impact of distraction.
-
Phillip Lomax
-
EVP of Business Development
MediaScience
View Event Recap
|
|
12:00pm - 1:00pm
|
LUNCH
|
|
1:00pm - 1:30pm
|
PANEL DISCUSSION: ATTENTION UNVEILED: HOW TOP BRANDS MEASURE & ACTIVATE ATTENTION METRICS
Join a distinguished panel of brand-side leaders as they discuss their real-world experiences, challenges, and strategies with attention measurement and activation. From understanding what initially drew them to attention metrics to unpacking the tools that turn attention into action and outcomes, this discussion — moderated by Adelaide co-founder and VP of sales Zach Kubin — offers a unique opportunity to gain insights from those at the forefront of effective media planning and buying strategies.
-
Zach Kubin
-
Co-Founder & Vice President of Sales
Adelaide
Jessica Padula
VP of Marketing
Nestlé Nespresso SA
Ravi Patel
Director, Product & Sales Lead, Customer Transformation
PwC
Paolo Provinciali
Head of Paid Media Strategy & Operations
LinkedIn
|
|
1:30pm - 2:00pm
|
UNLOCKING CINEMA’S POTENTIAL: THE OPPORTUNITY TO CAPTURE CONSUMER ATTENTION
There is one medium that is fully opt-in and on-demand where consumers are riveted to the entire experience, ads included – cinema. The first U.S. cinema ad attention study using eye tracking revealed cinema ads delivered four to seven times the attention metrics compared to TV, CTV, Social and Digital. Participants also took part in a second study that proved a one-to-one relationship between attention metrics and brand choice and recall. Hear from leading cinema researcher Manu Singh, SVP Insights, Analytics and Data Sales Strategy at National CineMedia, and Shane Ankeney, President of Havas Media Group North America on the opportunity that attention metrics brings to marketers searching for the coveted young, diverse, cord cutting and ad skipping audience.
-
Shane Ankeney
-
President
Havas Media Group
Manu Singh
SVP Insights, Analytics and Data Sales Strategy
National CineMedia
|
|
2:00pm - 2:30pm
|
NAVIGATING THE DIGITAL FRONTIER: THE DEMOCRATIZATION OF AD MEASUREMENT AND DATA IN A $600 BILLION INDUSTRY
Join ad tech visionary and serial entrepreneur, Jonah Goodhart, for an illuminating keynote session.
With 25 years of marketing and ad tech experience, Goodhart’s career highlights include his role as former CEO and Co-founder of Moat Inc., which commanded an impressive $850 million sale to Oracle in 2017. He co-founded WGI Group, an early-stage investment fund backing many of the most innovative startups in adtech. Since then, he has continued to shape the industry through Montauk Labs, a venture studio committed to exploring new and powerful ideas and technologies, and much more. Don’t miss your chance to learn from one of the industry’s most influential figures.
-
Jonah Goodhart
-
Co-Founder
Mobian
View Presentation
|
|
2:30pm - 2:45pm
|
|
|