Applying Attention Metrics in Media & Analytics Sponsored by Adelaide, TVision and Avocet

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How to Use Attention Metrics to Increase Media Efficiency & Effectiveness

Attention metrics have been heralded as a vehicle for performance branding — by giving marketers a KPI they can optimize toward in near real-time. This ANA conference on applying attention metrics to media practices will unlock new ways of planning, buying and optimizing media.

Industry leaders across tech, finance, consumer packaged goods, and leading researchers will share real-world examples of applying attention metrics to drive efficiency and effectiveness.

Agenda

TIME	EVENT DETAILS	LOCATION
Friday, October 30, 2020
11:00am - 11:04am	Opening Remarks Paul Robinson Director, Commerce & Content Marketing ANA
11:04am - 11:43am	MEASURING MEDIA QUALITY WITH ATTENTION METRICS This session will cover Microsoft's experience deploying attention metrics to measure digital media quality. From idea to execution you’ll learn about the rationale behind attention metrics and the ways in which they positively impact the campaign lifecycle. Stacy Chagnon Senior Global Marketing Manager Microsoft Marc Guldimann Chief Executive Officer Adelaide Karl Sjulsen Director, Product & Client Success Adelaide View Event Recap and Related Materials
11:43am - 12:18pm	HOW TO LEVERAGE ATTENTION METRICS TO PLAN/OPTIMIZE/BUY TV This session will cover how to leverage attention metrics for video inventory (Linear TV + OTT). We will discuss use cases around media planning and creative effectiveness and ways to evolve Attention metrics use cases from report to the planning and buying process. Yan Liu CEO/Co-founder TVision Chris Cable Director of Insights, Analytics & Strategy Diageo
12:18pm - 12:53pm	HOW TO RESEARCH METRICS - THE ATTENTION EDITION New metrics deserve a healthy dose of skepticism. Vadim will arm marketers with the tools they need to analyze the litany of metrics they face every day. You’ll experience first-hand the vetting process that metrics should undergo, using attention as an example. Vadim Tsemekhman Director, Product Management Walmart Labs View Event Recap and Related Materials
12:53pm - 1:29pm	ATTENTION'S IMPACT TO OUTCOMES This session will preview new long-term research on the relationship between attention and performance KPIs in programmatic advertising. This research calls into question the traditional adtech metric stack: impressions-clicks-conversions and juxtaposes it with the alternative metric stack: Attention. Engagement. Incrementality. Ezra Pierce Chief Executive Officer Avocet Abba Newbery Chief Marketing Officer Habito
1:29pm - 2:10pm	THE THEORY OF EVERYTHING PROGRAMMATIC This session will review the results of new research at the intersection of economics and programmatic advertising on how brands can use attention metrics to baseline lemon market issues in programmatic auctions and turn the “game” into a competitive bidding advantage. Diane and Tom will discuss a novel way to use readily available pricing and ad quality data and to optimize campaigns to boost ad effectiveness, measurement accuracy, and cost-efficiency. Do your homework! Read the Programmatic Lemon Market Game. Tom Triscari Programmatic Economist Lemonade Projects Diane deCordova Chief Operating Officer Adelaide View Event Recap and Related Materials
2:10pm - 2:15pm	Closing Remarks

Cancellation Policy and Notes

No refunds will be granted for any cancellations or for 'no shows.' Unused registrations/applications have no monetary value and cannot be credited to future years or events. ANA will not issue refunds or credits due to failure to redeem a discount coupon during the registration process. You may transfer your registration to a colleague at no additional cost.