Get prepared for disruptive innovation in TV and digital advertising.
These Screen Matchmakers are introducing new tools and tech that bring TV and digital media closer together, enhancing advertising budgets and delivering better ROI for brands. Attend ACA’s executive forum for a glimpse at the future of media buying.
MRC CEO George Ivie will set the stage, explaining how the ad industry can pursue the seemingly contradictory objectives of innovation and standardization. Through the years, the MRC has seen new tech go from nascent to adoption to standardization under MRC audit and accreditation. You never know where the next big thing will come from.
Our next speaker, T.S. Kelly, will introduce attendees to groundbreaking advancements from Alphonso.TV that combine smart TV data with mobile listening technology to provide advertisers with deep, real-time data for their TV buys, and the ability to retarget viewers online.
Plus, hear how matching the contextual tone of an ad with the emotional tone of the content boosts effectiveness. Hotspex CEO Shane Skillen will explain how Hotspex integrated its emotional and behavioural science approach with Google’s Deep Learning Knowledge Graph to target advertising based on context and serve people the right digital ads at the right time. Now working with N-Logic, Hotspex is able to deliver the same cognitive media targeting capabilities for television.
Date: September 27, 2018
Time: 8:30 a.m. – 12:00 p.m.
Place: Wedgewood Hotel & Spa, 845 Hornby Street, Vancouver, BC V6Z 1V1. The event will be held in the Liaison Room
Complimentary to ACA members / $99 for Non-Members
Questions about registration? Please contact Davina Wong, Manager, Education & Events, 416-964-3805 ext. 1007.
Registration / Breakfast / Networking
Does Media Innovation Undermine Measurement Standardization?
Presentation + Q&A: George Ivie, Executive Director and CEO, Media Rating Council
The MRC’s focus is creating and accrediting industry-wide standards for media measurement systems. Yet frequently innovators create new measurement systems and new metrics. Throughout the history of the MRC, George Ivie has seen plenty of new ideas go on to become industry standards, but he has seen just as many fail. This talk will address the question of how the MRC works with innovators, like our other two presenters, as they go from being disruptors to upholders of standards.
TV Data Innovation For Real-Time Targeting, Measurement and Attribution
Presentation + Q&A: T.S. Kelly. SVP, Research, Alphonso Inc.
Learn how brands are using TV data to measure spots and extend reach across all screens. T.S. Kelly will explore the most cutting-edge trends in TV data for online retargeting and measurement, from self-serve audience segments leveraging granular TV viewership data to the newest forms of TV ad attribution.
How To Match Ads To A Consumer’s Mood
Presentation + Q&A: Shane Skillen, CEO, Hotspex
If content is King, context is Queen. The mood somebody is in when they see your ad has a dramatic effect on ad effectiveness/ROI and viewer experience. Shane Skillen from Hotspex will speak about a new media targeting solution, Hotspex Cognitive Media Targeting.
From a Hotspex survey of CMOs it emerged that media is the best place to harness technology to demonstrate ROI to shareholders. This led them to partner with Google’s Machine Learning tech to develop a media targeting solution that aligns ads and content and works across all digital platforms and linear television. Hear about the explosive results advertisers have achieved.
ACA members who attend the forum will receive a free trial of Hotspex’s targeting solution for one ad/creative.
Wrap up and Networking
Note: Agenda subject to change.
George Ivie, Executive Director & CEO, Media Rating Council
The MRC secures audience measurement ensuring that it is valid, reliable, and effective for the media industry. The MRC writes the standards and accredits 3rd party audits across TV and Radio Broadcasting, Cable, Print and Internet.
Ivie was appointed Executive Director and CEO of MRC in January 2000. His background includes over 30 years of experience in auditing, evaluating and consulting for Media Research businesses, with a specialty in information technology. Prior to his appointment to Executive Director, George was Ernst & Young’s lead representative and advisor to the MRC.
T.S. Kelly, SVP, Research, Alphonso Inc
T.S. Kelly, SVP Research at Alphonso Inc, is a 20-year veteran of the media and market research industry. He has held senior level positions at I Heart Radio, Nielsen, Doner Advertising, Quantcast, Havas Media and most recently, in 2009, founded New York-based consultancy The Media Strategist.
Alphonso is a TV data company and a market leader in providing brands with verified TV audiences on mobile devices and the web. The company enables its clients to amplify TV spend with digital, and to measure the impact of TV advertising on traffic and sales, both online and offline. Alphonso’s real-time TV ad analytics and closed-loop attribution reporting helps brands understand the true ROI of TV ad campaigns.
Shane Skillen, CEO, Hotspex
As founder and CEO of Hotspex, Shane has surrounded himself with talented marketing and behavioural scientists to build innovative award-winning methodologies, while working with 15 of the top 20 global advertisers in over 30 countries.
In recent years, Shane and his team have launched cutting edge implicit measurement tools, while also blending behavioural science with Google’s machine learning to create a contextual media targeting tool that helps ads work harder. As such, Hotspex has been voted among the top most innovative global insights consultancies for 4 years in a row.