In
preparation for the event, I sat down with Gayle Fuguitt, ARF CEO & President,
and asked her the following questions:
Charlene Weisler: What makes this year’s
conference different from previous years?
Gayle
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,
multi-touch 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 behavior.
Charlene: So how can we get to the head and
heart of a consumer?
Gayle:
Absolutely. It is primarily neuroscience. CBS’ David Poltrack has amazing new
research that ties neuroscience to ROI. And the ARF has 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 ‘how 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 video? As TV is being redefined, video is becoming so
important; we are finding incredible new insights into how to optimize the
impact of consumer’s 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 conference.
Charlene: I have to ask, what is your
definition of TV?
Gayle: 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 that’s 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 television – television as video across screens. So the fact that
we will have Google presenting information like that is a wonderful metaphor to
answering this question.
Charlene: Give me some teasers on what to
expect at the conference.
Gayle: Here
are the main reasons why this year’s conference is a must-attend:
Ø
Sequencing.
At Audience Measurement, we will unveil the critical next phase of the How Advertising Works research that was shared
at Re!Think: a roadmap for the optimal sequencing of messages across TV, mobile
and digital.
Ø
Neuroscience.
We will definitively demonstrate the connection between ROI and
neuroscientific methods.
Ø
360 view of the consumer. We will comprehensively show you the
leading-edge approaches to measuring audiences in today’s redefined media
landscape.
Ø
Erwin Ephron Demystification Award. Join us to pay tribute to the 2016 winner, Irwin
Gotlieb, Chairman, GroupM Global.
You cannot
afford not to be at this conference. It offers the latest, best, objective, unbiased
view 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 are here to talk about
audiences who are people, with inspired content. You will learn something that
you can use when you are back at your desk with insights from major industry
leaders, with plenty of time for networking.
This article first appeared in www.MediaBizBloggers.com
No comments:
Post a Comment