2023 Market Intelligence Meeting (TV)

Location:

Milan

Date(s):

02/03/2023

Past events

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egta’s Market Intelligence Meeting focuses on topics related to TV effectiveness, measurement, attribution, attention and innovative research.

The Magic of Attention: Understanding Attention Across Broadcast Media and Content

Brenda Kompier, Research Project Manager, Ster

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Sharing insights from innovative neuro-research that examines how attention differs across TV and radio, examining how programme type impacts viewers’ attention to both content and advertising.

Neuro-science Research: Measuring Attention and Engagement on TV4 Play

Anders Eriksson, Head of B2B Insight, TV4

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Insights from eye-tracking and neuro-science research and reactions from agencies and advertisers on the market.

The Attention Economy – Will There Really Be Glory?

Enrico Maschio, Head of Strategic Marketing, Rai Pubblicità

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Attention is the trendiest KPI in the ever-evolving world of advertising measurement. Every player has their own concept of attention that they claim is the best. Rai Pubblicità present their long-term approach to attention measurement in a landscape that resembles the Race to the Moon – but will there be a moon landing in the end?

Making TV Ads Unforgettable: Media Planning, Creativity and Achieving Memorable Advertising

Fernando Pino Velázquez, Marketing Services Director, Atres Media

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Presenting an empirical analysis of advertising effectiveness and how positioning, length and format influence key metrics like unaided recall.

Measuring Emotional Engagement with Key Content Genres

David Evans, Senior Director, Global Advertising & Partnerships, NBCUniversal Media

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Exploring how advertising around various types of content can have different effects on viewers’ engagement. 

Connected TV and Attribution Models

Silvia Broggi, MarTech & International Marketing Director, Publitalia ’80

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Publitalia ‘80’s Connected TV advertising offer – how the sales house deploys attribution models to prove campaign effectiveness across media.

Proving to the Market the Added Value of Addressable TV

Philippe Boscher, Head of Digital Marketing, Data, Research, Addressable TV & Innovation, TF1 PUB
Slim Classe, Head of Research, TF1 PUB

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Sharing insights and the lessons learnt from key studies on the effectiveness of targeted TV advertising.

TV is the Conversion Star

Christian Nienaber, Chief Commercial Officer, AdScanner

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Revealing how a broad TV data foundation can help broadcasters show advertisers how TV campaigns can be a real driver for digital marketing, conversion to web, and app downloads.

The Changing US Measurement Landscape

George Ivie, CEO and Executive Director, Media Rating Council

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A brief overview of recent changes in audience measurement and currency in the US premium video industry.

How Much “Better” is TV? The Biggest Unanswered Question in Video Advertising

Danielle DeLauro, Executive Vice President, VAB

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How do marketers rank the various video ad levers in comparison to multiscreen TV? With ever-more video-comparing terms – attention, viewability, dwell-time, duration, resonance, content quality – what marketers need is “proof metrics”. The VAB has set out to quantify TV’s advantage as a premium content and advertising platform.

The Business Case for Bothism

Tom Roach, VP Brand Strategy, Jellyfish

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Ending the false choice between short-term and long-term marketing tactics, at a time where balance throughout the marketing funnel is key to brand health.

The Significance of Mental Availability in Influencing Success of a Brand

Guido Modenbach, EVP Research, Analytics & Consulting, Seven.One Entertainment Group

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Insights from the latest biometric research that explores how TV advertising helps in building mental availability that is crucial for the long-term brand success.

Short- and Long-term Marketing Strategies: Media and Creativity

Eleonora Coffaro, Creative Content & Brand Image Manager, Lavazza Group

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Insights from a leading advertiser on the Italian and international marketplace into the brand’s marketing strategies over the short- and long-term when it comes to media planning and creativity.

Media Challenges Across the Marketing Funnel

Dominika Gregorczyk, Knowledge and Business Insights Manager, Warner Bros. Discovery

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Deep dive into recent research into the perceptions of media agencies towards different media channels.

New Approaches to Research Strategy

Brigitte Bayer, Senior Head of Audience, Trend & UX Research, RTL Deutschland; Vice President, like to KNOW

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Like to KNOW – the new ‘people insights’ agency of RTL Deutschland.