WM3 2010

Your Audience = Media Consumer + Generator

Berlin / 19-21 October

How are medium, message and sender affecting advertisers and agencies?

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Overview

How are medium, message and sender affecting advertisers and agencies?

Advertisers stimulate consumers to mash-up and re-purpose content provided in campaigns but consumers are not always mere participants in this process; some are original creators and senders. Access to the internet, a ubiquitous video camera in their pocket and multi-media creation & distribution technologies is multiplying the effect.

WM3 2010 will explore the impact and consequences of consumers becoming media producers on audience & media measurement, advertisers and their agencies.

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Programme

TUESDAY, 19 OCTOBER
   
16.00 - 19.00 Conference Registration
19.00 - 20.00 Welcome Reception
   
   
WEDNESDAY, 20 OCTOBER - CONFERENCE DAY ONE 09.00 - 17.00
- Exhibition (08.30-19.00)
   
A DAY IN THE LIFE OF THE CONSUMER – IS THERE A SINGLE MEASUREMENT SOLUTION?
09.00 - 09.05 OPENING
Dieter Korczak, ESOMAR Council Member
09.05 - 09.15 Introduction to the programme and Keynote
Tony Jarvis (Programme Committee Chair)
09. 15 - 09.35 OPENING KEYNOTE
Michael Hallemann, Director Media Research Services, Gruner + Jahr, Germany
09.35 - 09.45 Q&A
  PASSIVE VS. ACTIVE MEASUREMENT - THE DEBATE CONTINUES
09.45 - 09.50 Introduction by session chair
Idalia Cruz Garza, Director Research, Public Opinion and Media Strategy, TV Azteca, Mexico
09.50 - 10.10 Reach, medienreichweite, cobertura or couverture?
A view of OoH methodologies across countries
Daniel Cuende, Cuende Informetrics, Spain
10.10 - 10.35 Horses for courses - RPD or PeopleMeter?
Five years on from Montreal WAM
Richard Marks, Kantar Media, UK
George Shababb, Kantar Media, USA
10.35 - 10.45 Discussion
10.45 - 11.15 Refreshment break
  INTERACTIVE MEDIA MATTERS
11.15 - 11.20 Introduction by session chair
Idalia Cruz Garza, Director Research, Public Opinion and Media Strategy, TV Azteca, Mexico
11.20 - 11.45 How mobile is changing the sociology, psychology, and the entertainment/ work environment
An ethnographic examination of US smart phones
Paul Jacobs, Jacobs Media, USA
Ed Cohen, Arbitron, USA
11.45 - 12.10 Measurement of the mobile internet audience
A new method for a new media
Laurent Battais, Médiamétrie, France
12.10 - 12.35 Social TV and the Clockwork Orange
Co-viewing, guest viewing and out of home viewing in the Netherlands - The 2010 FIFA World Cup-case
Jeroen Verspeek, Nederlandse Publieke Omroep, Netherlands
Bas de Vos, Stichting Kijk Onderzoek, Netherlands
Liesbeth Nekkers, Intomart GfK, Netherlands
Mariana Irazoqui Solda, Stichting Kijk Onderzoek, Netherlands
12.35 - 13.00 The Connected Audience
Bringing together audience measurement and audience understanding across platforms
Jennie Beck, Kantar Media, UK
Rhiannon Griffiths, Guardian News & Media, UK
13.00 - 13.15 Discussion
13.15 - 14.30 Lunch
  MIGRATION OF TRADITIONAL TO DIGITAL?
14.30 - 14.35 Introduction by session chair
Toni Petra, Managing Director Corporate Support Centre and Regional Director Pacific & Africa, AGB Nielsen Media Research, Switzerland
14.35 - 15.00 The Digital Day
How are people consuming video, audio, communications and text?
Kate Reeve, Ofcom, UK
15.00 - 15.25 Catching up with WEB-TV
An analysis of non-linear viewing on the TV and the Internet
Mariana Irazoqui Solda, Stichting Kijk Onderzoek, Netherlands
Frans Kok, JIC STIR, Netherlands
Liesbeth Nekkers, Intomart GfK, Netherlands
Janet Slabbekoorn, Intomart GfK, Netherlands
Bas de Vos, Stichting Kijk Onderzoek, Netherlands
15.25 - 15.55 Refreshment break
15.55 - 16.25 The social media leap
Integrating social media into marketing strategy
Karen Nelson-Field, Ehrenberg-Bass Institute, Australia
Gavin Klose, Fusion, Australia
16.25 - 16.50 Reach/frequency and optimization challenges as traditional media go digital
A Solution from Out-Of-Home
Peter Walsh, Base IMR, Australia
Tony Jarvis, Olympic Media Consultancy, USA
16.50 - 17.15 Event & Sponsorship Valuator
A smart approach to evaluate the partnership
Carlotta Ventura, Telecom Italia, Italy
Matteo Cardani, MEC, Italy
17.15 - 17.25 Discussion
17.25 - 18.00 NETWORKING DRINKS
   
   
THURSDAY, 21 OCTOBER - CONFERENCE DAY TWO 09.00 - 17.00
- Exhibition (08.30 - 17.00)
   
INTEGRATING BEHAVIOUR AND DATA – NEW APPROACHES
09.00 - 09.05 Introduction by session chair
Tony Jarvis, Media Research Architect, Olympic Media Consultancy, USA
09.05 - 09.30 Integrating word of mouth into consumer centric measurement
Ed Keller, Keller Fay Group, USA
Lynne Robinson, IPA, UK
09.30 - 09.55 Canada’s Cross Media Consumer Database
Pat Pellegrini, comScore, Canada
Hastings Withers, PMB Print Measurement Bureau, Canada
09.55 - 10.05 Discussion
10.05 - 10.35 Refreshment break
RE-THINKING ENGAGEMENT– BEYOND EXPOSURE
10.35 - 10.40 Introduction by session chair
Shubu Mitra, Director of Marketing Communication Effectiveness, The Coca-Cola Company, USA
10.40 - 11.05 A long engagement
Why the debate over engagement metrics misses the point
Jennifer Taylor, Ehrenberg-Bass Institute, Australia
11.05 - 11.30 Seeing is believing
Viewing engagement in place-based media
Cassandra Thomas-Smith, Eye Corp, Australia
Greg Barnett, Access Testing, Australia
11.30 - 11.55 Measuring the impact of contextual advertising beyond recall
Carl D Marci, Innerscope Research, USA
Stacey Lynn Schulman, Turner Broadcasting System, USA
11.55 - 12.10 Discussion
12.10 - 13.30 Lunch
13.30 - 14.35 INTERACTIVE SESSION
Want to sleep with me, but you don’t know why?
Walter Naeslund, Honesty, Sweden
14.35 - 15.05 Refreshment break
15.05 - 16.05 JIC'S PANEL
“JICs: Agents of Change or Barriers to Progress?”

Moderator:
Andrew Green, Ipsos, UK

Panel:
Lynne Robinson, IPA, UK
Georg Stolz, Ag.ma, Germany
Ludger Vornhusen, Nielsen Media International, Germany
Alberto de Pablo, TNS, Spain
Hélène Haering, I-JIC
16.05 - 16.15 Programme Summary
Tony Jarvis (Programme Committee Chair)
16.15 - 16.25 CLOSING
Finn Raben, ESOMAR Director General
16.25 - 17.00 FAREWELL DRINKS
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Presentation abstracts

Horses for courses - RPD or PeopleMeter?
Five years on from Montreal WAM

Richard Marks, Kantar Media, UK
George Shababb, Kantar Media, USA

Kantar Media was the first research agency to enter into the Return Path Data field and initially presented on the subject at the Worldwide Audience Measurement (WAM) conference in June 2005 in Montreal. Five years later the RPD field has evolved significantly and is widely believed will play a central role in the future of digital audience measurement.

This paper will examine where RPD stands today and how it will continue to evolve. More specifically the authors will describe the advantages and limitations of RPD methods in comparison to traditional sample centric methods and metered/push button handset measurement.

Kantar Media is a leader both in the field of Peoplemeter and RPD, and as such we are uniquely qualified to compare and contrast these measurement techniques. Key to the paper, is not only the presentation of our Kantar’s perspective but also those of clients who use RPD only, PeopleMeter only and both.


How mobile is changing the sociology, psychology, and the entertainment/ work environment
An ethnographic examination of US smart phones

Paul Jacobs, Jacobs Media, USA
Ed Cohen, Arbitron, USA

The impact of mobile is breathtaking. More than eight in ten Americans won’t leave home without their mobile device, and nearly half sleep with them. In the near future, there will be more smartphones in circulation that have more power, functionality, and most importantly, will impact media usage and consumption in ways that we can’t anticipate.

"Goin' Mobile," presented by Arbitron's Ed Cohen and Jacobs Media's Paul Jacobs is a an ethnographic journey into smartphone usage that explores how these devices have rapidly changed the personal, working, and sociological worlds of consumers everywhere. Using video to tell the story, Cohen and Jacobs will present a vivid and unforgettable look at how smartphones are revolutionizing communication and interaction, and how consumers view their usage and application in the future.


Measurement of the mobile internet audience
A new method for a new media

Laurent Battais, Médiamétrie, France

Médiamétrie with the 3 French mobile operators (Bouygues Telecom, SFR and Orange France) followed the recommendations of GSMA to build a coherent measurement system for mobile internet audience within all countries across Europe. The approach consists in analyzing anonymously the totality of mobile internet users, based on data collected in the operator's information system, so as to obtain the most exhaustive audience system, making of the mobile the first media to be equipped with such an accurate measurement.


The Connected Audience
Bringing together audience measurement and audience understanding across platforms

Jennie Beck, Kantar Media, UK
Rhiannon Griffiths, Guardian News & Media, UK

Take two media – print and web platforms of a single brand. Describe them - with different scale, different engagement, different metrics, different definition of exposure. Find a way of merging the metrics – for the same respondents. Output – single source measurement and understanding of the audience and use of the brand between and across platforms. Result – strategic gold-dust.


Catching up with WEB-TV
An analysis of non-linear viewing on the TV and the Internet

Mariana Irazoqui Solda, Stichting Kijk Onderzoek, Netherlands
Frans Kok, JIC STIR, Netherlands
Liesbeth Nekkers, Intomart GfK, Netherlands
Janet Slabbekoorn, Intomart GfK, Netherlands
Bas de Vos, Stichting Kijk Onderzoek, Netherlands

How is the audience measurement industry responding in measuring new, hybrid and cross-over media platforms and consumption moments? We will present a research case based on an new approach to the measurement and reporting of online video streaming of TV content offered by the catch up sites of the major Dutch TV Broadcasters.

The measurement of WEB-TV is a part of the strategy of the TAM facing new forms of TV viewing: keep track of the developments, make their reach measurable and if relevant integrate them in the ratings.

The innovation started back in 2008, when the Dutch TAM set up the playing field and the measurement of online streams. The challenge consisted in creating a classification of broadcast TV content offered online and using a new server-based pixel technique in order to capture the number of streams started in the online players. We presented the results at the ESOMAR WM3.

Two years after the kick off of the measurement, the WEB-TV research is already a fully established source for multi-media evaluation of programme performance: reports are being produced on a daily basis and planners are using a tailor-made tool for the analysis of online performance of TV shows, within the seven days of broadcast and beyond (the long tail).

In 2010 we go on with the latest stage of the WEB-TV measurement. In a unique collaboration with the internet audience measurement service in the Netherlands (JIC STIR), WEB-TV streaming information was collected from the online panel and that enabled us to obtain reach and frequency and profile information on WEB-TV audiences.

In our presentation we will give insights on the latest results of the project: a full comparison of WEB-TV reach and frequency, demographics and profile information obtained from the internet panel with those obtained from the Dutch TV audience measurement panel. We will compare WEB-TV usage with non linear and on demand television consumption.

We will discuss next steps in the measurement, such as the pilot for WEB TV viewing duration and other TV related content, as well as the challenges we encountered in these next steps.


The social media leap
Integrating social media into marketing strategy

Gavin Klose, Fusion, Australia
Karen Nelson-Field, Ehrenberg-Bass Institute, Australia

With numbers of unique visitors to social media sites growing by the millions near daily, it is not hard to understand why marketers are becoming more enamoured with the idea of social media as a staple in their media mix. Yet while most recognise its value, the transition from traditional media to social media is relatively slow. The purpose of this paper is two fold: a) to document current practice in terms of social media integration into business strategy, and b) to map a path for social media uptake, with some suggestions for best practice. This paper, and its recommendations, is different from other industry “how to’s” in that it draws on existing tested knowledge of how buyers behave and how advertising works and mixes it together with social media insight as collected from literally hundreds of industry opinion, articles and reports. As such, the data described in the paper is grounded in knowledge from both literatures and will be very practitioner-oriented in its approach.


Reach/frequency and optimization challenges as traditional media go digital
A Solution from Out-Of-Home

Peter Walsh, Base IMR, Australia
Tony Jarvis, Olympic Media Consultancy, USA

OOH audience measurement, as recommended by ESOMAR Global Guidelines released in May 2009, involves the collection and integration of multiple data sources, both respondent-level and summary, often also combined with ad exposure estimates to produce Visibility Contact or Eyes-On metrics. This has introduced a complexity that poses unique challenges for reach/frequency modeling and optimization, notably for OOH digital formats. This paper addresses increasingly pressing issues that are of fundamental importance to buyers, sellers and researchers in the OOH media industry, with broader implications for all digital media including on-line and multi-screen video delivery.


THURSDAY, 21 OCTOBER - CONFERENCE DAY TWO

Integrating word of mouth into consumer centric measurement

Ed Keller, Keller Fay Group, USA
Lynne Robinson, IPA, UK

Word of mouth is increasingly acknowledged as a major driver of consumer decision making. But how can marketers optimize their communication plans to enhance word of mouth as an outcome of their investment? The Keller Fay Group and IPA TouchPoints -- the leaders in their respective fields of Word of Mouth and Consumer Centric Measurement -- have joined together to incorporate Keller Fay’s proven approach to measuring Word of Mouth into the latest TouchPoints survey which is due for publication in July 2010.

The paper will cover:

  • How WOM was incorporated into TouchPoints and how the IPA are developing a WOM metric to be used in multi-media planning
  • An analysis of who WOM influencers are and the differences in their daily lives
  • A 360 degree analysis of how WOM influencers consume other media, traditional and digital, particularly their use of social media
  • Findings from Keller Fay’s newly released TalkTrack® survey in the UK, revealing further insights into consumer word of mouth.

Canada’s Cross Media Consumer Database

Pat Pellegrini, comScore, Canada
Hastings Withers, PMB Print Measurement Bureau, Canada

As magazines are increasingly delivered in multi-platform digital formats, and the internet continues to grow as an advertising medium, the convergence of these two trends leads buyers and sellers to seek one single source for media and consumer purchase information. In Canada, PMB Print Measurement Bureau is the leading source of print audience and product/brand data, while comScore is the leading supplier of internet usage data, thus forming an ideal partnership to respond to this need. This paper describes the development of this cross-media consumer database including the ‘congruent’ fusion model used while highlighting the many insights gained from this important product with numerous examples.

A key benefit of this ‘fused’ database is the ability of magazines and national newspapers to prove the strength of their combined audience over the traditional and digital platforms. The nature of the traditional and digital audiences will now be available in one database, informing the print and online planning and buying process accordingly. Agencies and planners can have access to a single source of data on print readership and internet usage, and internet behavior by brand usage – a significant step forward for the media measurement industry.

This jointly developed product is unique in Canada and indeed globally as it is born of a partnership between a not-for-profit tripartite measurement company and a commercial publicly traded company. The partnership permits the joining of Canadians’ observed online media habits with print readership and other media consumption as well as an extensive set of product and brand usage information all in a single database.


A long engagement
Why the debate over engagement metrics misses the point

Jennifer Taylor, Ehrenberg-Bass Institute, Australia

Over 40 years ago Bass and Parsons declared that measuring the impact of advertising on sales is the most difficult, complex and controversial problem in marketing, and in many ways it is still one of the biggest challenges we face. Measurement of the effect of advertising has progressed. Marketers now have a suite of options including examining: salience, aggregate sales uplifts or using gold standard single-source data to measure advertisings effects. So it may seem that engagement metrics are a natural progression in measuring the effect of advertising, but this paper asks: is the debate about engagement where we should be focusing our attention? This paper outlines internet and cross media single-source data and how it can be used. By using this type of data we can start to address a big question remaining in advertising — how should I spend an extra dollar in my media budget: on TV, radio, print or online?


Seeing is believing
Viewing engagement in place-based media

Cassandra Thomas-Smith, Eye Corp, Australia
Greg Barnett, Access Testing, Australia

“Seeing is believing” uses the advanced technology of eye tracking to understand one of the most antecedent marketing options, advertising in Out-of-Home media. The subtlety & misattribution of traditional survey responses to Out-of-Home is by-passed with eye tracking, capturing real environment, real behaviour and real-time consumers with un-tethered glasses in place-based media. The research, going well beyond exposure or not, has many take-outs for creative agencies in providing insight around what elements get attention and for media agencies to connect media objectives with deliverables in understanding how place-based media is consumed.


Measuring the impact of contextual advertising beyond recall

Carl D Marci, Innerscope Research, USA
Stacey Lynn Schulman, Turner Broadcasting System, USA

With the average person exposed to 3,500-5,000 advertisements each day, how do advertisers make sure their messages break through the clutter? The rapidly changing television landscape and viewing fragmentation has produced a need for a new understanding of how ad placement can enhance advertising effectiveness. The science of emotional priming (i.e. when a previous experience changes how a later stimulus is perceived) suggests that the placement of ads adjacent to a contextually relevant television program can enhance the impact of the communication on the viewer.

Measuring the impact of contextual advertising on television requires research methods that go beyond conscious recall-based metrics to measure non-conscious reactions. Turner Broadcasting’s TVinContext™ produces a significant lift in brand attribute associations and higher rates of emotional responsiveness as studied using methods from Innerscope Research based on recent advances in neuroscience and the latest biometric techniques.


INTERACTIVE SESSION:
Want to sleep with me, but you don’t know why?

Walter Naeslund, Honesty, Sweden

You couldn’t avoid reading this headline, could you? Attraction is not a choice, neither when it comes to people nor brands. With this premise as the starting point, Walter will take a dive into the psychology of sexual attraction and the world of professional seduction coaching and see how it all applies to our world of marketing products and services. Don’t miss this. Especially if you’re single.


JIC’S PANEL:
“JICs: Agents of Change or Barriers to Progress?”

Moderator:
Andrew Green, Ipsos, UK

Panel:
Lynne Robinson, IPA, UK
Georg Stolz, Ag.ma, Germany
Ludger Vornhusen, Nielsen Media International, Germany
Alberto de Pablo, TNS, Spain
Hélène Haering, I-JIC

Many European countries have adopted the JIC model for managing their industry audience measurement contracts. This, say proponents, is the best way of ensuring that all parts of the industry are represented when determining what should be measured , how it should be measured and how much it should cost. It also allows for regular reviews of incumbent suppliers, keeping them on their toes and making sure that the best interests of the industry as a whole, rather than the research company's bottom line, are prioritised.

On the other hand, critics suggest that the JIC structure does not work as it says on the tin. Progress is stifled through suffocating bureaucracy. Those paying the most make all the important decisions anyway, so it is not true that all sides of the industry get what they want. They are, in short, a brake on change and progress. They are also anti-competitive, preventing commercial companies from freely entering markets and offering superior products and services.

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Speakers/authors

Bas de Vos

Bas de Vos

Bas de Vos is the managing director of SKO (Stichting KijkOnderzoek) since 2007. The SKO is the joint industry committee for the TAM research in the Netherlands. Until the beginning of 2007 he was Head of the Audience Research department of the Dutch Public broadcasters. In this position he was responsible for the main audience research projects in the Netherlands. He was also an advisor for the board. Before starting at the Public Broadcasting organisation in 2005 he was Research Director at Ster, the sales house of the Public Channels. De Vos was also Financial Director of Ster. Prior to taking up his job at Ster in 1998, De Vos worked for Intomart GfK as a project manager. As a teacher and researcher, he worked for the Radboud University of Nijmegen, his Alma Mater, where he read Communication Studies.


Carl D Marci

Carl D Marci

Dr. Carl Marci is CEO and Chief Science Officer of Innerscope Research. He is also Director of Social Neuroscience at the Massachusetts General Hospital and Assistant Professor in Psychiatry at Harvard Medical School. Dr. Marci received his B.A. at Columbia University, his M.A. in psychology and philosophy at Oxford University and completed his M.D. at Harvard Medical School. He has published numerous articles in peer-reviewed science journals, gives lectures internationally and is a leader in the neuromarketing field.


Carlotta Ventura

Carlotta Ventura

Carlotta Ventura, Head of Media and Sponsorship in TELECOM ITALIA Group. Master in SDA Bocconi; Degree in Italian Literature. Lecturer in Communication, Information and Marketing Science – Faculty of Letters and Philosophy, LUMSA, Rome. Company professor at the Marketing Master, University Cà Foscari in Venice and IUSM University in Rome. Member of the BoD of Italian Audipress and AudiWeb. Collaborates as a stringer for Italian daylies.

Since 2002, Carlotta Ventura has been working for the TELECOM ITALIA Group defining media strategies in Italy, Germany, France and Holland. Taking benefit from the Telecom Italia and GroupM (TI media agency) research skills, she implements policies designed to analyze multimedia and crossmedia campaigns impact. Since 2009 she also in charge of Sponsorships. Drawing from more than 15 years of experience in all the communication areas (from press relations to adv, sponsorship and events) within the Automotive (GM and Ford) and ICT industry, she is involved in the development of the most innovative corporate, product and services communication strategies in Italy.


Cassandra Thomas-Smith

Cassandra Thomas-Smith

With more than 20 years experience in media advertising, Cassandra has worked across media buying, strategy, research and management positions. Prior to her roles in Out-of-Home, Cassandra has worked for several multi-national media agencies.

Cassandra has been specifically involved in Out-of-Home for over 5 years, previously working as Marketing Manager for Australia’s largest Out-of-Home media operator and in 2007 joined EYE to lead the global insights & accountability strategy.


Ed Cohen

Ed Cohen

Ed Cohen is Vice President-Research Policy and Communication for Arbitron Inc., based in Columbia, Maryland. In this role, Ed helps to communicate Arbitron’s research perspective to clients and industry groups. He also oversees the Media Rating Council audit process at Arbitron.

Prior to joining Arbitron in 1999, he was Vice President-Research for Clear Channel Communications. He has also worked for WPXI-TV in Pittsburgh, Birch/Scarborough Research, the National Association of Broadcasters, and WSPA-FM in Spartanburg, South Carolina. Ed served on the faculty at both Michigan State University and Duquesne University.

Ed holds a Ph.D. in Mass Media and a B.A. in Telecommunication from Michigan State University and an M.B.A. from the University of South Carolina. He is also president of the Alumni Advisory Board for the College of Communication Arts and Sciences at Michigan State.


Frans Kok

Frans Kok

Frans Kok joined JIC STIR as its director in July 2009. Since 1993, he is working in the media research business for companies as KidWise (research among kids and teens), Equmedia (media agency) en MarketResponse (media and communications). From 2006 till 2008 he worked for Intomart GfK as Head of Media Research. Frans studied Journalism and Communications (1991). In 2001 he won the Hans du Chatinier Award for best professional media research, together with Sanoma Publishers. The research was titled: “The Halo-effect” and was about the impact of the Umfeld of a magazine on the perception of an advertisement in that magazine. In 2005 he was nominated again for the Hans du Chatinier Award, together with Bas de Vos (at that time research director of the sales house of the Public Broadcasting Organisation (Ster)). Their research was called “Appreciation Scores!” and it provided the evidence that a higher appreciation of a programme leads to a higher campaign effectiveness.


Gavin Klose

Gavin Klose

Gavin Klose is a Director of Fusion, a leading South Australian based creative innovation agency. Fusion specialises in 'creating experiences people love' in all forms of media, but with a particular focus on digital communication.

Gavin has been at the forefront of social media development in Australia, assisting many high profile businesses to build loyalty for their brand by increasing engagement through conversation and brand experience. As an active researcher of how businesses can best leverage new social media marketing, Gavin has forged strong links with the Ehrenberg-Bass Institute for Marketing Science at the University of South Australia.

He has a Bachelor of Design (Visual Communication) and a Certificate IV in Business (Frontline Management). A Creative Director at heart, his creative expression also extends to producing unique surface art that has exhibited locally and sold internationally.


George Shababb

George Shababb

George Shababb is President of Kantar Media Audiences and is responsible for the strategic planning and development of digital audience measurement services in the United States. Under Mr. Shababb’s leadership, Kantar Media Audiences has successfully pioneered the introduction of TV audience measurement services based on return path data.

Mr. Shababb has been widely recognized for achievements in RPD measurement. For his work, he was named the 2009 silver recipient of the prestigious ARF Great Mind award for innovation. In addition, in 2007 and then again in 2009, he was named to the Mediaweek 50, which features the 50 most indispensable executives shaping the future of media.


Greg Barnett

Greg Barnett

A passionate customer advocate, Greg has devoted his career to researching and improving the customer experience.Greg has conceptualised, and led numerous customer experience projects in telecommunications, financial services, government, and consumer organisations. These projects have seen Greg measuring customer experiences in Singapore, the UK, USA and New Zealand. Greg holds a Masters degree in Internet Communications and is a certified Net Promoter®Associate, recognising customer loyalty measurement as a primary driver for superior customer experiences.


Hastings Withers

Hastings Withers

Currently Executive Vice President and Research Director of PMB Print Measurement Bureau, the major source of information for the magazine industry on Canadians readership patterns. Prior to PMB he worked for Procter & Gamble for 12 years in various positions including Market Research, Systems Design, and Media.

Active in a number of industry bodies in the advertising research area, he most recently participated in the industry project spearheaded by the Canadian Media Director’s Council to streamline media research in Canada, using fusion to avoid multiple single source surveys.

Hastings Withers is author of several papers in the field of magazine readership research, most recently, the Analysis of the Alternative Fusion Models for the CMDC single source project, presented at the International Readership Symposium in Vienna 2007. Other papers presented at the Worldwide Readership Symposia include Analysis of readership levels by age of issue, Use of “Frequency of Reading” for estimating readership of irregularly published and Misclaim of magazine Reading.


Janet Slabbekoorn

Janet Slabbekoorn

Janet Slabbekoorn is Media Researcher at Intomart GfK since 2007. She is working on several projects commissioned by SKO, especially the Web TV projects. Besides the Web TV projects she is also involved in the measurement of digital channels. Before working at Intomart GfK Janet Slabbekoorn studied Communication Studies (2007) at the Radboud University of Nijmegen and Leisure Management (2005) at the Breda University of Applied Sciences.

 


Jennie Beck

Jennie Beck

Jennie has been working in media research for over 30 years – first with 11 years at The Observer, then running her own consultancy for 12 years. She joined what was then NFO in 2002 as Head of Media in the UK, and then assumed the same role for TNS where she was responsible for the team running delivering ground-breaking time use studies and winning the BARB 2010 recruitment contract – among other things. She is now Global Director for the newly-formed Kantar Media, responsible for developing new media research solutions and building custom media business in the UK and in Kantar’s global markets.


Jennifer Taylor

Jennifer Taylor

Jennifer is a Senior Research Associate at the Ehrenberg-Bass Institute, a Marketing Science institute within the University of South Australia. She manages the Institute's single-source research initiative and recently completed her PhD in Marketing, studying the advertising response function. She has had two papers presented at the Wharton/ARF Empirical Generalisations in Advertising Conference, 2008, and has been published in this research area in the Journal of Advertising Research. Her area of research interest is media and measurement.


Karen Nelson-Field

Karen Nelson-Field

Karen has had over 15 years experience in senior sales and marketing roles across a broad spectrum of sectors including Tourism, Liquor, Media and Major Retail. She is now a research associate with the Ehrenberg-Bass Institute, a marketing science institute which sits within the University of South Australia. Her PhD is in Media Strategy, where she considered audience segmentation, media selectivity and its implications for targeting. Her current research agenda is new media with a focus on social media.


Laurent Battais

Laurent Battais

Laurent BATTAIS, Senior Vice President – Performance & Cross Media, has been in charge of Cross Media, Telecom, Cinema, Consumer Behaviour, Online Effectiveness and Return past data activities for Mediametrie since January 2008.

With a masters degree in marketing, Laurent Battais begins his professional life in 1987 in Intercor Etudes (retail panel Secodip subsidiary).

After several years as Account Director on consumer and retail panels, he joins IRI in 1993 as Account Director, and participates in the development of Scanning trade panels for France.

In 1996, Laurent Battais is appointed as the General Manager of MarketingScan, subsidiary of Médiamétrie and GfK AG.

Laurent Battais is a member of AFM (Association Française du Marketing) and IREP boards of Directors, and ESOMAR member.

Laurent Battais is regularly attending conferences as speaker for AFM, IREP, ESOMAR, EBG, Media Institute and international congresses.


Liesbeth Nekkers

Liesbeth Nekkers

Liesbeth Nekkers has been at Intomart GfK since 2000. She is currently the account manager for the Dutch Television Audience Measurement. In her Intomart career she has been responsible for the first experiments with the new print research in the Netherlands, the GfK Internetpanel and tracking research. Liesbeth studied Psychology (1997) at the University of Amsterdam and is specialized in research methodology and statistical analysis. After finalizing her studies, she has worked as a scientific researcher at the Pedological Institute and as a Project Manager for Blauw Research.


Lynne Robinson

Lynne Robinson

Lynne Robinson is the Research Director of the Institute of Practitioners in Advertising - the trade association for UK communications agencies. In this role she is responsible for representing agency interests on all the UK industry media research currencies. (ie. BARB, NRS, JICREG, ABC, RAJAR, POSTAR, JICWEBS, UKOM and JICPOPS) at both board and technical levels.

Lynne also has overall responsibility for the groundbreaking IPA TouchPoints Initiative which provides a time-based view of how media usage fits into consumers’ daily lives and the first, industry-available, multi- media channel planner.TouchPoints3 is scheduled for launch in July 2010 in the UK whilst the TouchPoints approach is being emulated in virtually all the major advertising markets around the world.

Lynne is a frequent speaker at conferences and seminars around the world. Prior to the IPA, Lynne worked at Leo Burnett, JWT and had a short foray into the radio industry with BMS. She is a past chairman of the UK Media Research Group and is married with one teenage daughter.


Mariana Irazoqui Solda

Mariana Irazoqui Solda

Mariana Irazoqui Solda works at SKO (Stichting KijkOnderzoek) as a methodologist since December 1st, 2006. Until November 2006 she worked in the position of researcher at the Marketing Intelligence unit of Delta Lloyd Verzekering group, an important advertiser in the Dutch market. She was responsible for various market and media research projects of the Marketing department. In June 2006 she joined the SKO Technical Committee in representation of the advertisers (BVA). Before she worked on a European TMR project and as a researcher at the AMIDSt research centre of the University of Amsterdam. Mariana Irazoqui studied Demography (1998) and Economics (1995) at the Universitat Autònoma de Barcelona.


Matteo Cardani

Matteo Cardani

Matteo Cardani graduated in Economics & Political Sciences at Università Cattolica in Milan. After his graduation, he spent one year at CNR – Centro Nazionale Ricerche, at the Institute of Political Economics, where he published “Technological Change, Introduction and diffusion of improved and advanced materials” in 1991. The following year he attended an MBA at Università Bocconi, graduating in Retail & Trade Marketing.

He started his working career at AC Nielsen as Senior Account Executive, moving then after five years to CIA Medianetwork, where he became Strategic Director. Afterwards he worked at Carat Italy as Client Director and then as General Manager, before starting his working experience in GroupM as Chief Strategic Officer in 2005. From September 2008 he has been working in Mediaedge:cia Italy, and in 2010 he became Joint CEO.


Pat Pellegrini

Pat Pellegrini

Pat is currently Vice President International Research for comScore, and was a key driver of the pioneering work comScore completed in conjunction with the Canadian market that lead to Media Metrix 360 – the next generation of online audience measurement. He is in charge of comScore’s international roadmap ensuring worldwide methodological consistency and local market product development.

Pat is an internationally recognized media research expert who has presented award winning and acclaimed papers on new measurement technology and methodology such as the first commercial deployment of personal people meters (PPM) in Canada for TV measurement, a landmark study of passive versus button-pushing and non-compliance, ground breaking work with digital set top box TV audience measurement, and exploratory work with Radio Frequency Identification (RFID) technology in print measurement.

Prior to joining comScore, Pat held senior research and executive positions at Arbitron, TNS Media Research (now Kantar Media), BBM Canada and CompuSearch (latterly MapInfo and Pitney Bowes Business Insights), and was formerly an Assistant Professor at The Ohio State University. He is now based in comScore’s Toronto offices.


Paul Jacobs

Paul Jacobs

Paul Jacobs is the Vice President/General Manager of Jacobs Media, based in Southfield, Michigan. A media veteran, Paul guides the operations of the company’s three divisions – media consulting firm Jacobs Media, research division Jacobs Strategies, and one of the leading mobile application development firms, jacAPPS.

Prior to joining Jacobs Media in 1991, he was the Vice President/General Manager or radio stations in Dallas and Detroit. He has also worked for Belo Broadcasting and ABC Radio in sales and sales management positions.

Paul holds a B.A. in Advertising from Michigan State University. He is a frequent speaker at major media and digital conventions.


Peter Walsh

Peter Walsh

Peter Walsh is the principal of Base IMR Pty Ltd, an international consultancy specializing in data integration and the design and development of database solutions for integrated media research. Over his long market research career, with senior consulting roles in Australia and South-East Asia, Pete increasingly specialized in media research. He has a special interest in print readership measurement, and has presented many papers at Worldwide Readership Research Symposiums.

Pete has special expertise in reach/frequency modeling and data integration, and from 2001 to 2009 was Global Research Director of the Telmar Group, a leading media analysis and planning software company. He invented the Multibasingsm data integration system for Telmar, and developed the new Eyes-On integrated database and reach/frequency model for the Traffic Audit Bureau for Media Measurement (TAB) in the US.


Rhiannon Griffiths

Rhiannon Griffiths

Rhiannon joined the Guardian in 1990 in the sales department. She subsequently moved into Advertisement Planning and then the Marketing Department, where she was responsible for setting up a dedicated research function for GNM. She is passionate about media research and plays an active role on the NRS, UKOM and AOP research and technical committees as well as managing a wide range of primary research projects for GNM, helping to place fact-based decision making at the heart of the company.


Richard Marks

Richard Marks

Richard Marks is Global CEO of Kantar Media Audiences, which operates TV, Radio and Internet measurement services in 59 countries. Richard is responsible for driving innovation and strategy in digital measurement.

Richard has clocked up over twenty years in media research. Groundbreaking surveys overseen by Richard include the BBC Daily Life survey and IPA Touchpoints. He led the team that won the UK BARB Television Audience Measurement contract which went live in January 2010.


Tony Jarvis

Tony Jarvis

An acclaimed global advertising and marketing industry architect, Tony’s diverse international experience encompasses radio, print, TV and out-of-home serving the media vendor, agency and advertiser segments. His extensive knowledge in all media sectors gives Tony an unprecedented ability to blend the learning from one medium to another. Tony has enjoyed primary roles with some of America’s largest advertisers. He is recognized as one of America’s leading advocates of data fusion and media optimizers with considerable experience developing and marketing media databases and systems that improve consumer, brand and media insights to drive ROI.

Tony’s far-reaching contributions continue most recently as a global champion of new, more accountable methods for Out-of-Home measurement. He is leading that industry on the Traffic Audit Bureau’s revolutionary Eyes-On audience ratings initiative and, as a member of several international Joint Industry Committees (JIC’s), steers similar projects around the world. It is his contribution to the outdoor business that earned him a spot on the 2008 “Mediaweek 50”.

On a personal note, Tony was a British Olympic Swim Team Captain and finalist. He has won world swimming titles and set masters age group world records in both the freestyle and butterfly events.


Walter Naeslund

Walter Naeslund

Walter Naeslund is a public speaker, avid blogger and CEO of the advertising agency Honesty. Over the past decade he’s been working on both the creative side and technological side of television, brand consulting, design and advertising. He has been trained at Linköping Institute of Technology, Lund University and Berghs School of Communication, and has an M.Sc. in Media Technology. In his writing, speaking and communication strategies Walter is often seen surfing the intersection of technology, art, design, storytelling and the psychology of attraction.

 

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Designed for changes - The unusual character of the andel's Hotel, Berlin's largest design hotel, makes it a unique place to stay in the German capital. Fresh colours and accents, top-quality materials and an open space concept guarantee a perfect sense of comfort and well-being. But don't just take our word for it - come and experience it for yourself.

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