2022 International Knowledge Exchange (November)

Location:

Online

Date(s):

22/11/2022

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Organised by the teams of egta, CIMM, EACA, IAB Europe and WFA, the International Knowledge Exchange enables discussions and insights about the latest measurement innovations, initiatives and solutions in the US and Europe.

Session 1 – CIMM: Measurement innovation and the transition to a multi-currency TV market in the US
  • Jon Watts, Managing Director, Center for Innovative Media Measurement (CIMM)
  • Kelly Abcarian, EVP, Measurement & Impact, NBCUniversal
  • Helen Katz, Executive Vice President, Research, Publicis Media
  • David Levy, CEO, OpenAP
  • Manish Bhatia, Chief Growth and Product Officer, Media Division, Kantar
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00:01:40: NBCUniversal’s findings from recent work with leading advertisers exploring the benefits of new measurement solutions

00:11:10: Panel discussion about new innovations and benefits of new measurement solutions in the US – moderated by Jon Watts

Session 2 – egta: Audience measurement collaboration and innovation in Europe. Case studies from Sweden & Austria
  • Katty Roberfroid, Director General, egta
  • Peter Mackhé, Media Expert, Sveriges Annonsörer
  • Magnus Anshelm, CEO, MMS
  • Sebastian Hinterstoisser, CEO at TV-Insight / General Manager at Red Tech
  • Christian Troy, Deputy Secretary General, AGTT
  • Susanne Koll, CEO, Omnicom Media Group, Austria
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00:02:10: Preparing a market for cross-media measurement: How the entire Swedish media market, led by the advertisers, is collaborating to frame each media partners’ expectations, and how it aligns on definitions, metrics and limitations of each media. *Here is the report mentioned in the presentation by the Swedish Advertiser Association: Cross Media Measurement Project 2021 (outline of issue)

00:28:55: Innovating TV measurement in a small market: How an untraditional joint venture between the TV MOC and Red Bull in Austria is bringing a new measurement solution and an enhanced, census-centric TV currency to market along with new analytics for broadcasters and advertisers.

Session 3 – EACA: The role of attention and its practical applications. Media agencies’ perspectives
  • Alexis Bley, Public Affairs Manager, European Association of Communications Agencies (EACA)
  • Andy Brown, CEO, The Attention Council
  • Jon Waite, Global Managing Director Mx Development, Havas Media Group London
  • Joanne Leong, SVP Global Partnership, Dentsu
  • Michael Hanbury-Williams, Data Solutions and Sustainability Group Director, UM
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0:01:56: Keynote

00:12:00: Panel discussion: Is attention a valuable and scalable metric?  – moderated by Andy Brown

00:26:15: Introducing Ebiquity’s “Panorama”, a new holistic approach to measuring media value

00:30:25: Panel discussion: Do we need to re-define what ‘media value’ means for advertisers? – moderated by Martin Radford

Session 4 – WFA: Cross-media measurement, where we are today and what’s next?
  • Matt Green, Director, Global Media, WFA
  • Phil Smith, Director General, ISBA
  • Jackson Bazley, EVP – Measurement for Marketers, Data & Analytics, ANA
  • Sarah Mansfield, VP Global Media, Unilever
  • Atin Kulkarni, VP Global Media, PepsiCo
  • Norman Wagner, Head of Group Media, Deutsche Telekom
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00:05:20: Updates on the progress of the pilot markets’ ongoing cross-media measurement projects

00:05:20: Phil Smith, Director General, ISBA

00:13:30: Jackson Bazley, EVP – Measurement for Marketers, Data & Analytics, ANA

00:21:15: Panel discussion reviewing the aspirations and next steps of cross-media measurement (beyond pilot markets) – moderated by Matt Green