2021 asi International Radio & Audio and Television & Video Virtual Conferences

Audio and radio have always accompanied our daily lives, but work, life and leisure patterns are now changing radically, accelerated by the pandemic. Where does that leave breakfast shows, drivetime and the balance of linear and on demand audio? How do streaming services and podcasts fit into new ways of working and living? Podcasting continues to gain traction with audiences, and we will examine how linear and non-linear audio work together. Meanwhile, is real change also starting to happen in the way we measure radio audiences? We’ll investigate the new electronic and hybrid measurement services that have been announced recently: are we witnessing a second wave in the adoption of passive radio measurement?

Paul Kennedy began his research career at RSL in 1986, specialising in broadcast media, which included setting up the original RAJAR service. In 1993 he joined RSMB Television Research Ltd as Research Manager, remaining there until 2001 when he was tempted into becoming RAJAR’s Research Director by the promise of free beer. While patiently waiting for that beer, Paul has been extensively involved in the development of the UK’s radio audience measurement service. Paul lives in London with his wife and three teenage children.

The world of video has been shaken up dramatically in the last 10 years. Is audio walking the path of video? Or not? Are we witnessing the beginning of the great unbundling of radio?  And what about audio in cars and smart devices? After a comprehensive Video on Demand report, the recent EBU-MIS survey on Audio on Demand demonstrates what is happening in audio and platforms, especially focussed on public broadcasters. We will dive into some key findings and ask ourselves three questions: What is happening? Why is this important? And finally… why should you and we as industry care?

Wouter Quartier is a senior digital strategy and transformation practitioner with over 18 years’ experience at Flemish broadcaster VRT as Head of Research, Manager of the Kids’ channel and digital strategy manager. He was appointed as the EBU’s new Head of Digital, Transformation and Platforms in August 2021, where he oversees the digital activities of the EBU-members, the contact with the major platforms and the digital transformation initiative.

It will come as no surprise that our radio JIC RAJAR had to cease data collection during the early part of the pandemic, largely due to reliance on face-to-face interviewing. However, the IPA with its TouchPoints data has been able to continue to collect data throughout 2020 and 2021 (and indeed we have data going back to 2005). This presentation will show how radio listening has been affected by the pandemic both in terms of patterns of listening but also around the context of listening. Where did the audience go, was radio the medium of choice whilst we were all in lockdown, how have radio listening patterns changed and will that change be a long-term one or will we revert back to listening patterns last seen in 2019? What were the moments through the day when radio was our companion? These are just some of the questions we will seek to answer with IPA TouchPoints.

In her role as Research Director of the IPA (the charted institute for UK communications agencies), Belinda Beeftink is responsible for representing agency interests on all the UK industry media research contracts. (i.e. ABC, BARB, JICMAIL, JICPOPS, JICREG, PAMCO, RAJAR, Route, TAG and UKOM) at both board and technical levels. She is also responsible for the IPA TouchPoints Survey, which provides a time-based view of how media usage fits into consumers’ daily lives, and the first, industry-available, cross-media channel planner. Her media research career has spanned commercial TV, agency and data bureaux and she is a past chairman of the UK Media Research Group.

Alison Winter will share what the BBC has observed about how people’s routines, and their listening behaviours, have altered over the last 18 months.  This draws on new research and data sources including the BBC’s passive ‘Compass’ panel which enabled the BBC to adapt its audio offer to meet rapidly-shifting audience needs.

Alison Winter is Head of Audiences for BBC Radio and Education – a role that oversees all audience research and performance analysis on behalf of the BBC’s Radio, Music, Children’s and Education output, across TV, Radio and Online.   Within this she puts the audience at the heart of decision-making related to the BBC’s UK-wide radio services.  Prior to this role, Alison worked as Research Manager for almost all the BBC’s UK radio stations and, before that, spent nine years working for Commercial Radio as Head of Audience Insight at trade association Radiocentre. Alison is a RAJAR Board Director and a Fellow of the UK Radio Academy.

We cannot predict everything with listening behaviour changes in a post-pandemic world, but creators should champion the ‘open ecosystem’ of podcasting to stabilize and grow their audiences.

Stacey Goers has years of experience in podcast technology products, and works at Acast as a product manager, focusing on growing podcasters’ audiences. Before Acast, she worked at NPR as a product leader managing the media company’s podcast distribution stack. Stacey loves staying active in conversations about how to improve, diversify and strengthen podcasting. She lives in the US, in Virginia.

Adam Bowie will examine some of the recent big trends in podcasting, examining formats, platforms, monetisation and what this all means for the podcasting industry. Where will podcasting go next?

Adam Bowie has worked at the BBC for five years across the BBC World Service’s portfolio, carrying out strategy, developing new commercial opportunities, and helping extend the BBC’s podcast carriage globally. He developed the BBC’s ex-UK podcast commercialisation plan, working with Acast and BBC Advertising. The BBC World Service reaches 350m people a week across more than 40 languages. Previously, Adam worked for Absolute Radio and Virgin Radio in the UK, looking after research and digital strategy. There he worked closely with the UK’s radio ratings body, RAJAR, and helped introduce targeted audio advertising for Absolute Radio’s digital stream.

Jeff Vidler, President/Founder, Signal Hill Insights

For the first time in the US, Triton Digital, working with Signal Hill Insights, is integrating podcast census and survey measurement into one combined podcast measurement solution.  Together they have launched a year-round representative survey of podcast listeners, to map their listening, demographics and other profile segments against downloads and listeners from Triton’s Podcast Metrics measurement service.

Jeff Vidler‘s career has kept him at the forefront of the changing audio landscape. Building on his in-the-trenches success, first as a radio station manager then programme director, Jeff has spent the past 25+ years in research, sharing his passion for audio with North America’s major broadcast companies. More recently, he’s been doing the same with podcast publishers and advertisers.

Daryl Battaglia’s career spans 20+ years in media measurement and data analytics. His expertise includes integrating data to help clients gain a holistic understanding of their customers, and to measure and optimize the effectiveness of advertising. At Triton Digital, Daryl is responsible for the growth of its Digital Audio and Podcast audience measurement business, which includes launching new measurement solutions and new markets. Previously, he served in multiple roles at Nielsen, including his most recent role as VP Strategy & Innovation for its media analytics business. Daryl is a graduate of Bucknell University and resides in New York with his wife and two daughters.

In the new Dutch initiative called ‘Nationaal Media Onderzoek’ (NMO) three JIC’s and one MOC join forces to build a truly cross-media audience measurement. The collaboration offers radio many advantages that would otherwise not be possible. Of course, there are also threats and obstacles to overcome. Frans Kok, one of the directors of NMO, will discuss the challenges and the benefits of sharing and he will show how the new audience measurement enhances radio and audio.

Early in his career, Frans Kok became a specialist in communication and media research, working for companies including KidWise, Equmedia and GfK. Since 2009 he has worked for various JICs for media audience measurement in the Netherlands and has been responsible for the RAM in The Netherlands since 2016. In 2017, Frans also acted as interim managing director for SKO, the JIC for the TV and Video audience measurement. He is one of the four directors that designed the blueprint for the total media audience measurement for NMO, the Nationaal Media Onderzoek (National Media Research). Frans is an ISO auditor for the Dutch Association for Marketing-insights, Research and Analytics (MOA). He recently completed a training in brand constellations.

Joan Warner, Chief Executive Officer, Commercial Radio Australia

One single solution for radio audience measurement is something that is becoming increasingly rare and Australia’s Measurement Innovation Programme (MIP), which has been running in collaboration with Commercial Radio Australia (CRA) and GfK, has been exploring this very concept. Over the course of the MIP, GfK has been testing many different measurement tools and models to achieve a more wholistic measurement solution for the Australian radio industry. In 2022 CRA and GfK will launch the biggest ever transformation to their audience measurement system with the commencement of Radio360. The first iteration will maintain the robustness of the existing system, bring live streaming audiences into the currency and involves an Australian first, the establishment of a wearable meter panel. This paper will outline the theory behind Australia’s Radio360 model, the changes coming to the currency system and Australia’s path to hybrid audience measurement.

Joan Warner is chief executive officer of Commercial Radio Australia, representing 260 broadcasters across the country. Joan is also Vice President of WorldDAB and Chair of the WorldDAB Asia Pacific Committee. In her role at CRA, Joan is responsible for managing regulatory and legislative matters, industry innovation, audience measurement, industry training, marketing and events, including the annual Australian Commercial Radio Awards and Siren creative awards. She has led the development of RadioApp, industry-level agreements with Google and Amazon to ensure local radio is accessible on smart speakers, the rollout of DAB+, the ad-buying platform RadioMATRIX, and the Australian Podcast Ranker. She has worked at senior executive levels in the private and government sectors and holds four degrees including a Master of Business Administration and a Master of Education.

Deb Hishon, a media professional, has been working on Radio Audience Measurement (RAM) contracts for over 17 years and in media research for over 20. Since joining GfK in 2013, where she was tasked with establishing and leading the local client service team, Deb has played a key role in launching the Australian and New Zealand RAM business. As GfK’s Media Measurement Director ANZ, Deb ensures contractual requirements are met, KPIs are delivered and new opportunities are explored within the scope of the contract. She is regularly called upon to develop and present radio- and audio-focused research pieces that provide additional insights for the wider radio industry. Deb holds a Bachelor of Business Degree in Marketing & Advertising.

Gary Whitaker, CEO, BRCSA

The presentation will cover our journey from a pre-covid 7-day diary methodology to a dual method incorporating CATI day after recall and a passive listening panel (MediaCell) during the height of the pandemic. We’ll touch on decisions made during the pandemic as well as the RFP, which commenced in October 2020 and concluded in January 2021 leading to a Q2 2021 field start date.  We will touch on some cross-media measurement outputs from MediaCell.

Gary Whitaker has over 17 years’ experience in the fields of market research, media strategy, traditional and digital marketing. He focussed on all forms of market research with ACNielsen and Millward Brown, before becoming a media strategist at Mindshare and Universal McCann, then joining Nestle’ SA as a Consumer Insights Manager and later becoming Head of Media. He took up a senior management position at MTN SA looking after Trade Marketing, Store Design & Build, the launch, and stewardship of the MTN Online Store and digitization of the Branded Retail Channel. Most recently, Gary held various Exco group positions at Publicis Media whilst retaining a BUD position at Zenith Media. In 2018 he was selected as a judge for the AMASA awards.

Paul Eldon joined Ipsos a decade ago to form part of a dedicated team responsible for the development of MediaCell, Ipsos’ passive audience measurement technology. Currently responsible for the global deployment of MediaCell, he works across both technical and research disciplines, helping to design and bring to market various cross-media measurement projects. After starting his career at The Office for National Statistics, he gained media research experience working for BMRB and Nielsen.

Meter data are way too different from traditional data to replace them in the short term: such a switch would be too disruptive for many markets.  However, meters can provide features like speed, frequency, granularity that allow radio data to be more competitive in an arena more and more accustomed to TV/digital data, which are available in real time.  The GfK Italy hybrid experience with RAI and other major radio stations goes in the direction of getting the most from both methods.

After teaching Maths, Statistics and IT, Giorgio Licastro started in marketing research in 1989, working for different research agencies such as Doxa, Explorer (now Ipsos) and Due Sigma. Giorgio joined Eurisko (now GfK) in 1997, running ad hoc and multi-client projects in different custom research product fields: finance, advertising, technology. Over the last two decades he has been responsible for media measurement for GfK Italy, covering also global roles within GfK, with a special interest in cross-media and RAM. Giorgio has been responsible for several initiatives, launching new products based on qualitative and quantitative innovation and digital.

After a suspension of 18 months, RAJAR publishes its first new set of audience data on October 28^th. Because of Covid 19 restrictions, anxiety and uncertainty, we have had to modify the way the survey works by introducing more resilient components, which have been developed and tested over the past year. This presentation traces that journey and explains how the pandemic has altered our focus and accelerated our development.

Paul Kennedy began his research career at RSL in 1986, specialising in broadcast media, which included setting up the original RAJAR service. In 1993 he joined RSMB Television Research Ltd as Research Manager, remaining there until 2001 when he was tempted into becoming RAJAR’s Research Director by the promise of free beer. While patiently waiting for that beer, Paul has been extensively involved in the development of the UK’s radio audience measurement service. Paul lives in London with his wife and three teenage children.

An opportunity for questions and discussion.

Content is our focus for our Tuesday session as we continue to track the streaming wars with new insights into what drives subscriptions, how the SVOD battlefield is shaping up and the optimal role for BVOD. We will be examining the increasing importance of sport in a year which has seen the Olympics, the Football Euros and turmoil in TV sports rights. Meanwhile, with the measurement industry focused on the WFA North Star for advertisers, we ask whether measurement systems can continue to serve the needs of both advertisers and content distributors. Are we using the right techniques or even the right metrics? Is it time for a radical rethink of how we measure and value content?

Richard Marks is a regular speaker at media conferences in the UK and around the world, focusing on the future of media and the implications for the research industry. He runs his own consultancy business, Research The Media (www.researchthemedia.com) and works with asi as our Research Director. Whilst CEO of Kantar Media Audiences, Richard oversaw the introduction and operation of the new BARB panel from 2010 and has been responsible for TV, online and radio audience research in 60 countries, including the TV currencies in Spain, Russia and China. Before that as MD of RSGB Media, he led a team conducting custom media research projects in the UK. More recently he has focused on digital audience measurement, ‘big data’ and innovations such as pioneering the introduction of Return Path Data in the United States, portable meters and online video measurement.

During the pandemic we have seen an enormous increase in the volume of content available to viewers across the world. What have been the main drivers behind this and how different are viewing patterns around the world now? Will things return to ‘normal’ after the pandemic?

Frédéric Vaulpré has spent his entire career in the media industry. He joined Médiamétrie as Vice-President of Glance, its international department, in 2015 and leads the company’s international expansion and product development, being in charge of developing and consolidating relations with Glance’s international partners. Frédéric is a media expert with strong experience among broadcasters (Canal+), telecom (Orange) and content distribution (StudioCanal). He holds an MBA from the ESSEC Business School where he also teaches at the Academic Chair dedicated to Media. He also teaches at Paris 2 University on the Marketing Masters Degree course.

To understand how Netflix has grown its subscriber base in Europe, it is important to evaluate the content that drives subscriber acquisition and retention. Digital i’s innovative approach to data collection provides access to highly granular, comprehensive historical viewing data for Netflix and Amazon Prime Video. Using this data, Matt Ross from Digital i will dive into the historical account activity from the company’s European panel to dissect the success of Netflix’s content strategy.

Matt Ross has worked at Digital i since 2015. During his time managing the BARB bureau side of the business, he led investigations into unmatched viewing, respondent-level analysis and delivered key strategic insight to major UK broadcasters and multinational entertainment companies. In 2019, he oversaw the development and creation of the SoDA product, effectively creating a new measurement system that was specifically designed to capture SVOD account viewing. Since the launch of the product, Matt has worked with UK and European broadcasters, international production companies and global streaming platforms.

The Formula 1 Paddock has historically been a mysterious place, with teams guarding secrets closely for fear of losing even the smallest competitive advantage. However, in the modern day, with fans expecting greater access to sport and its stars than ever before, this was increasingly posing a problem for Formula 1’s attempts to increase fan engagement. So, in 2019 the sport partnered with Netflix to launch ‘Formula 1: Drive to Survive’, a series designed to pull back the curtain on the stars of the sport and what goes on behind the scenes. In this session, we’ll explore the strategy behind the launch of the show, and the impact it has had for Formula 1 since launch.

Greg Morris is Senior Research Manager at Formula 1, having joined the company in May 2017 with a remit to deepen Formula 1’s understanding of its fan base and how they engage with the sport. Greg freely admits he was something of a lapsed Formula 1 fan himself – personal experience which he hopes is proving valuable in trying to increase audiences in the future! Greg has 16 years’ experience in research, and prior to F1 spent most of his career at media owners such as Sky, Fox and RadioCentre.

This presentation will look at the European sport landscape and the decisions faced by sport organisations when they’re choosing their broadcast partners. The data will compare the impact these decisions have on elements such as audience reach, sponsorship revenue and the visibility of the event or competition.

Minal Modha is currently a Principal Analyst and Consumer Research Lead at Ampere Analysis and is responsible for research looking into media consumption habits, sport interest and broadcast engagement and content distribution strategy. Her previous roles have all been in the sport industry, including at Eleven Sports, Nielsen and Octagon. Her projects ranged from traditional market research to commercial and sponsorship strategy. They spanned a wide variety of clients, both brands and rights-holders, across football, rugby, tennis, motorsports and cycling including Premier League, UEFA, Bacardi Martini, World Rugby, Chandon and HSBC.

An opportunity for questions and discussion.

Brian Fuhrer is SVP, Product Strategy for Nielsen, helping to guide Nielsen’s National and cross-platform television audience measurement initiatives supporting major media clients, digital companies, MSO/MVPDs and advertising agencies. Most recently, Brian has been working on the dramatic changes being introduced by Subscription Video On Demand and Direct to Consumer offerings, and developing appropriate measurement solutions for them. With over 30 years in media research and product development at Nielsen, Brian’s experience spans the U.S. media and advertising industry as well as overseas markets. Based in Tampa, Florida, Brian is a site leader at Nielsen’s Global Technology and Innovation Center. He holds a B.A. in Marketing from the University of South Florida, and has multiple research-related patents.  He lives in Crystal Beach, Florida with his wife Rene, and enjoys watching his 5 children embrace disruptive technologies

In this presentation Alex, who is responsible for revealing insights into Parrot Analytics’ EMEA partners, you will gain an understanding of the necessary metrics needed in the current era of digital-first content strategies. Alex will break down the market share of key players and highlight both macro genre trends and opportunity areas for media providers eager to capture global audience attention. Filled with real-world examples and data-driven insights, the presentation will help shine a light on the biggest challenges being faced by entertainment executives today.

Alex Cameron helps media companies make smarter business decisions by using Parrot Analytics proprietary demand metric. Prior to joining Parrot, Alex was Head of Brands & Insights at Endemol Shine Group where spearheaded audience research across their 100+ operating companies.

At the heart of the BBC’s corporate strategy is the ambition to deliver Value For All. To ensure we deliver value to every licence-fee-paying household, we need to measure usage across all media, understand what more we need to do, and how best to achieve this, as efficiently and effectively as possible. This short presentation sets out the progress we’ve made to enhance our understanding of what we need to do to deliver value to all audiences. By establishing thresholds of value and the metrics that really matter, we can better identify opportunities for growth, within a stronger performance culture across the BBC. To make this possible, we will describe how we’re making use of the improvements to the industry currencies, along with our own first-party data and cross-media measurement.

Nick North leads BBC Audiences, made up of over 160 audience measurement specialists, data scientists, marketing scientists, analysts, research and brand insight teams; together with the Audience Services team handling direct interactions between the BBC and its audience; all working to ensure that the BBC delivers value to all licence fee paying households. In this capacity, Nick is responsible for making sure the BBC has the insight to inform strategic and tactical decision making; and the audience data to shape more relevant, personalised online experiences, drawing on the signed-in data of over 45 million registered BBC Account users. Nick joined the BBC in September 2014 from GfK where he spent 10 years in the management of its media research and audience measurement businesses, developing new data partnerships and technology acquisitions.

An opportunity for questions and discussion.

Our Wednesday session has three complementary themes. After a great deal of interest in our focus on attention metrics last year, we will be looking at how attention measures are now being used in practice and the business impact they are having. We will report from the frontline of advanced TV advertising and see practical examples of how the industry is widening its understanding of how linear, VOD and social media platforms combine to drive incremental reach.

We have reached a point where advertisers will need attention metrics to stay in the game. Professor Karen Nelson-Field, Founder & CEO of Amplified Intelligence will take you through three important verticals in the media trading game – planning, buying and measuring – and how some of the early adopters of attentionTRACE Media Planner have seen remarkable results.

Karen Nelson-Field is a globally acclaimed researcher in media science, and has secured research funding from some of the world’s largest advertisers. Her first book, Viral Marketing: the science of sharing, set the record straight on hunting for ‘viral success’. Her most recent book, The Attention Economy and How Media Works, explains the stark reality of human attention to advertising. Her research has been noted in The NY Times, Bloomberg Business, CNBC, Forbes, Wall Street Journal, Huffington Post, and AdAge. She has a regular column, Attention Revolution, with Mediatel News. Karen’s commercial work combines tech and innovative methodological design to build attention measurement and insight products to guide the industry through a disrupting digital economy.

As Head of Commercial Marketing, Sam Taylor is responsible for performance marketing, commercial planning, improving trading capabilities and boosting operational effectiveness for DLG’s brands. Since joining the company in 2013, Sam has successfully transformed the Group’s Trading Operating Model and overseen growth across the portfolio (Direct Line, Green Flag and Churchill) amidst tough industry headwinds. The unique knowledge and experience in strategic brand and commercial marketing that he brings has been honed over 20 years’ in roles at a number of well-known brands across contrasting sectors, including T-Mobile, IBM, Nuffield Health and eBay. Sam has also been a long-standing member of ISBA’s Executive Committee.

With increasing options for ad-free SVOD services and continuing fall in linear TV viewing, GfK consulted leading industry stakeholders to discuss if opportunities to easily reach large audiences are diminishing.

Roland Abold is VP Sales & Commercial Excellence at GfK in Nuremberg (Germany). GfK is one of the world’s leading market research and analytics companies with a focus on providing actionable recommendations powered by leading edge technology. Before joining GfK in 2007, Roland was assistant professor for social sciences at the University of Bamberg, Germany. He has a long-lasting experience in public opinion research as well as in market, media and consumer insights and consulting. During his career at GfK he has held regional and global roles in Project Management, Sales and Key Account Management as well as in Business Transformation. Since 2019 he has been the commercial head of GfK Media Measurement and Netquest on a global level.

TV advertising’s not dead, it’s just had babies. Hundreds of them. There are a thousand different types of video today with so many different variables. Screen size, time length, platform, format, context, skippability. So what are the roles different formats can play? What are the fundamentals of how they work? What are the right tools for the job at hand? How should we plan our campaign messaging? Tom shares some principles and data from a range of expert sources to try to shed some light on the topic from a creative perspective.

Tom Roach has been a strategist in some of the world’s best communications agencies and has multiple Gold IPA Effectiveness awards to his name. With an industry-wide reputation for championing creative effectiveness, his thought leadership is widely read across the marketing world. He recently moved to Jellyfish from adam&eveDDB, where he was Executive Strategy Director and Head of Effectiveness. In his role as VP of Brand Planning at Jellyfish he has joined a growing team of brand and communications strategists. He works across their global client portfolio, with an emphasis on communications strategies that bring brand and creative thinking to Jellyfish’s digital-first execution.

Mirriad technology is driving a fundamental shift in how brands can gain strong results through in-content advertising. Tim Jones will discuss how it is delivering increased reach, advanced contextual targeting and strong results all in a format that consumers like.

Tim Jones started his career in the media departments of several leading advertising agencies before moving into research and strategy roles at the Telegraph group, Sky, Microsoft and Yahoo. Tim has been actively involved in shaping industry best practices working across various industry bodies, most recently as Chairman of the IAB Europe research committee. Tim is currently Global Head of Research & Insight at Mirriad where his role spans all audience, data and research projects.

This summer’s show used the latest digital innovations to give audiences a shoppable TV experience. Allowing viewers to discover and shop items from its programmes directly on screen, the first service of its kind in the UK. How did it go? What did we learn? Where next for shoppable on ITV?

Neil Mortensen is Director of Audiences, ITVplc, where he has responsibility for research across the company, from advertising effectiveness to programme development, and sits on the BARB board. Neil is also an Honorary Fellow of the IPA. Prior to re-joining ITV in January 2015, he was Research & Planning Director at Thinkbox, and previously Research Director of OPera, Omnicom Media Group. He is married with four children and lives in Brighton. He is a Liverpool supporter, a boxing enthusiast and collector of rare soul records.

An opportunity for questions and discussion.

Blair Robertson, Chief Technology Officer and EVP, TVSquared

Impression-based measurement is transforming all forms of TV, delivering greater transparency and accountability along with precise measurement and attribution. With this change, advertisers are moving beyond ratings and shifting TV measurement to be about delivering on outcomes and results, including de-duplicated reach across linear and streaming. TVSquared and Sky explore the available datasets transforming TV’s future, and share real-life cases on how deterministic data is being leveraged today at scale, for linear, CTV and addressable advertising. We will discuss:
–  adoption and utilization of deterministic datasets;
–  innovation in data and tech to meet changing demands of the buy-side;
–  benefits of impression-based measurement, including de-duplicated reach across platforms and channels;
–  increased transparency and accountability in TV advertising.

Blair Robertson has been with TVSquared, the worldwide leader in TV attribution, since it was founded in 2012. His remit as EVP & CTO includes leading Product, Engineering, Data Science, and Service Delivery. Blair is a global expert in marketing science, measurement and attribution with particular interests in information design, platform applications and data modelling. He has conceived, built and scaled disruptive systems across multiple industries, including MarTech (MMM, MTA, optimization), FinTech (capital markets, FX, low-latency trading) and Enterprise DevOps. Prior to joining TVSquared in 2012, Blair ran his own big data consultancy and was Principal Analyst at data specialist Sumerian, where he led analytic engagements with dozens of the world’s largest companies.

Wayne Butler is Head of Media Effectiveness for Advanced Advertising at Sky

Torsten Müller-Klockmann, Marketing Science Lead for DACH, Facebook

As part of a meta-study on behalf of Facebook, GfK examined the impact of various campaigns – primarily video campaigns – on Facebook and Instagram in direct comparison with playout on TV. A total of 40 campaigns from 2018-2021 that ran on TV and on Facebook and Instagram were measured in the GfK Crossmedia Link Panel. Join the asi-session to find out:
–  How TV and Facebook/Instagram complement each other;
–  What the incremental reach is;
–  Which target demographics and segments are reached on each channel;
–  How they drive sales;
–  A future outlook on how to adjust budgets by channel for more effective marketing.

Torsten Müller-Klockmann co-founded Germany’s leading UX-company SirValUse Consulting in 2000 and co-lead the company as Managing Director until 2010. In 2007, he supported the founding of nurago as a subsidiary of SirValUse, focusing on digital research expertise and measuring users’ behaviour in digital platforms. GfK acquired SirValUse and nurago in 2010 to strengthen the company’s portfolio with regards to UX and digital research products. In 2012 GfK set up a global unit responsible for digital research projects, ‘GfK Digital Market Intelligence’ which Torsten headed on a global level. In April 2016, Torsten joined Facebook as Marketing Science Lead for DACH in Hamburg. He is involved in all aspects of Marketing Science, holistic analyses and people-based measurement as well as helping the industry to improve measurement standards for mobile media.

Tristan Helmreich has worked in the research industry for more than 25 years. Throughout the various stages of his career, brand and communication have always been at the center of his activities. For the past 10 years, Tristan has been working as Client Business Partner at GfK in the area of media measurement, supporting and advising his clients in the entire process of optimizing cross-media campaigns. Tristan is married, has two children and graduated in Sociology in 1998.

An opportunity for questions and discussion.

TV and Video currency measurement comes under the spotlight in our Thursday session. Past asi conferences have tracked the rise of streaming measurement via router meters and we will be looking at insights gained from the first fruits of these initiatives. Meanwhile, after years of focus on big data and hybrid systems, meter panels have been taken somewhat for granted, but is the humble panel about to make something of a comeback, playing a unique role in a post-cookie world? We’ll hear from BARB why it is increasing its panel in the UK, and why the Dutch TMAM initiative has panels at its core.

Richard Marks is a regular speaker at media conferences in the UK and around the world, focusing on the future of media and the implications for the research industry. He runs his own consultancy business, Research The Media (www.researchthemedia.com) and works with asi as our Research Director. Whilst CEO of Kantar Media Audiences, Richard oversaw the introduction and operation of the new BARB panel from 2010 and has been responsible for TV, online and radio audience research in 60 countries, including the TV currencies in Spain, Russia and China. Before that as MD of RSGB Media, he led a team conducting custom media research projects in the UK. More recently he has focused on digital audience measurement, ‘big data’ and innovations such as pioneering the introduction of Return Path Data in the United States, portable meters and online video measurement.

2021 promised to be a transformative year for BARB as it concluded a tender process and headed towards the publication of viewing data for SVOD and other online-streaming services. So what’s new and what comes next?

Justin Sampson was appointed Chief Executive of BARB in 2012, since when the UK television audience currency has launched multiple-screen audience ratings. His early experience of media was formed in the radio industry, most notably as Managing Director of the Radio Advertising Bureau. While there, he was a RAJAR board director and led the delivery of J-ET, the electronic trading system for commercial radio advertising. He went on to join ITV in 2004, and was, briefly, Chairman of Thinkbox prior to the establishment of its executive team. Justin later joined AGB Nielsen as Managing Director of its UK operation. He ensured the business became an effective supplier to BARB before moving to Kantar, where he spent a year working on the post-merger integration of TNS. Immediately prior to joining BARB, Justin was Executive Chairman of ICM Group, a full-service research agency.

Danielle Aldén, Head of Media Measurement, MMS

The new online video currency for Sweden was successfully launched earlier this year. In this presentation, Danielle Aldén and John Carroll will outline why it was needed, what we did – highlighting some of the modelling challenges we overcame – and what happens next ahead of the final goal of delivering a total video currency.

Danielle Aldén is Head of Media Measurement at MMS AB which is the TV and Online Video JIC (Joint Industry Committee) in Sweden. She has been working in media measurement since 2008; before that she worked in sales. As a project manager she worked on online and CATI surveys, and panel expansions. For the past four years Danielle has been leading the media measurement team at MMS. She and the team are working closely with different vendors to develop advanced measurement solutions and models at the same time as delivering the TV and Online Video currencies to the market. When Danielle doesn’t have media measurement on her mind, she likes to create advanced birthday cakes.

John Carroll is Global Director for Business Development in Media Measurement at GfK. Based in the UK, he has spent his career working in media research and media measurement including running currency operations. He has presented at many industry conferences, including ASI. He sits on the joint UK Government/Industry Digital Audio Review work group, is a guest lecturer at the University of Liverpool Management School for Marketing and is a past Chair of the UK Media Research Group. He lives in a small town outside of London with his wife, two daughters, a cat and four chickens.

Broadcaster CFlight has arisen from the need to measure joint linear and broadcaster VOD campaigns. RSMB will outline the broad approach of the venture and detail the data used. In addition, we will briefly describe how impressions for these mixed campaigns are accumulated and how the model accounts for duplication in order to deliver total unique reach for the campaigns.

Noel O’Sullivan is RSMB’s Chief Statistician and head’s the company’s Stats team. Having joined the company in 1995, his responsibilities include specifying the methodology used in the BARB contract and sample design, and quality control for the RAJAR contract. Noel has designed and undertaken a number of fusion projects for RSMB, including the fusion element of the IPA Touchpoints service. He is also leading RSMB’s evaluation for ISBA of the WFA XMM Framework. Outside work he is a keen Arsenal fan and, being a statistician, is pleased the law of averages seems to be kicking in and they have recently started accumulating points this season.

Comscore is currently running a proof-of-concept of the World Federation of Advertisers’ (WFA) cross-media measurement methodology for the Association of National Advertisers (ANA) in the US. This presentation gives an overview of how Comscore uses TV return-path data at massive scale to produce a personified TV dataset that covers both content and advertisement viewing of over 10 million persons, is weighted to Comscore-TV-market-level universe estimates, and is assigned into the same Virtual People ID (VID) space as digital content consumption and ad exposure to produce cross-media reach and frequency estimates for content and advertising.

Jukka Ranta, native of Finland, currently living in The Netherlands, bought his first personal computer (Tandy/Radio Shack TRS-80 Model I with 4K of RAM) in the year 1979 and has over 40 years of experience in various fields of computing including artificial intelligence, software development and data science. For the past 15 years Jukka has worked at Comscore on solutions for web analytics, and digital, TV and cross-media audience and advertising measurement. He is currently leading the development of Comscore’s new cross-media measurement methodology.

An opportunity for questions and discussion.

Why is there no consistent approach to the enforced turnover of households on TV panels? What are the implications for viewing figures and the cost of measurement? Richard Marks and a team of industry experts investigate.

Richard Marks is a regular speaker at media conferences in the UK and around the world, focusing on the future of media and the implications for the research industry. He runs his own consultancy business, Research The Media (www.researchthemedia.com) and works with asi as our Research Director. Whilst CEO of Kantar Media Audiences, Richard oversaw the introduction and operation of the new BARB panel from 2010 and has been responsible for TV, online and radio audience research in 60 countries, including the TV currencies in Spain, Russia and China. Before that as MD of RSGB Media, he led a team conducting custom media research projects in the UK. More recently he has focused on digital audience measurement, ‘big data’ and innovations such as pioneering the introduction of Return Path Data in the United States, portable meters and online video measurement.

Bas de Vos, Senior Director, Kantar

Data is the foundation of business decision-making, but not all data is equal. As the world prepares for the deprecation of third-party tracking cookies, the role of high-quality, consented panels has never been more important; used by the industry to make the most informed decisions about real-world behaviour. Jonathan and Bas will explore the solution underpinning the design of audience measurement for the future. With a specific focus on the Dutch industry’s cross-media solution, we’ll present how panels are mapping the future of the media ecosystem and the focal point for technology development.

Bas de Vos leads the global product team responsible for bringing our clients’ integrated audience measurement solution to the market. He has over 25 years experience in the sector, mainly at the client side working for broadcasters and sales houses. Previous roles have included Managing Director of SKO, the JIC for Video Audience Measurement in the Netherlands, and NOBO for the online audience measurement guarantee he understands client needs. Bas loves Audience Measurement. Only his family, music and high-end audio he loves more.

Jonathan Brown leads Kantar’s media interests in the Netherlands. He has been with the business since its inception, joining TNS in 2007 following earlier stints at Roy Morgan Research and Nielsen New Zealand. In these roles he was responsible for managing the New Zealand NRS and major single source TV, radio and print audience measurement study. He has been closely involved in a number of strategic initiatives including the successful BARB 2010 win and subsequent panel build. More recently, Jonathan moved to Amsterdam to lead the Kantar teams for the ground-breaking SKO VIM & NOBO projects in the Netherlands. In 2020 Jonathan led Kantar’s pitch team for what was then the Netherlands TMAM (since christened NMO) project. After Kantar won the Digital and TV elements of the tender, Jonathan has been working to set up this exciting new project.

As streaming video distribution continues to gain momentum, the deprecation of cookies, and restrictions around the use of traditional device identifiers are leading to an upheaval in the measurement of media consumption in today’s multi-screen viewing environment. The need for new ways to identify devices, and tie them to individuals are dominating industry discussions in the digital realm. Matching identities within Walled Gardens, using identity graphs to measure the Open Web, and the concept of Virtual IDs (VIDs) for targeting and measurement across the internet are all hot topics, but what do measurement solutions look like when we need to aggregate audiences across both digital platforms and our more traditional TV exposures? In this paper we will dive into the challenges of delivering a scalable, cross-platform video measurement product, and discuss the merits of a next-generation hybrid solution that uses an innovative approach for linking panel and census information to transform device-level information into Respondent data while preserving traditional TV currency.

Sarah Miller is currently the SVP, Product Management for Nielsen’s International businesses, including Cross Media, Digital, Audio, and Advertising Intelligence, responsible for coordinating the innovation, deployment, and efficiency of all new developments, as well as ensuring the existing day-to-day products in 30+ markets deliver on time and accurately.  Sarah, with 22 years of media research experience, is a member of Nielsen’s executive leadership team responsible for the strategic decisions that support investments in commercial growth and future proof technologies.  While her foundation is in Data Science, Audience Analytics, and Panel Management in the US TAM business, she has been in London supporting the International Media business for the last 11 years.

An opportunity for questions and discussion. The panel will be joined by Josh Chasin, Chief Measurability Officer of VideoAmp in the US.

With industry trading currencies continually being challenged to deliver more value for an increasingly fragmented viewing landscape, what should a JIC TAM service look like in the 2020s?  An advanced research design and methodology can’t sit in isolation –  outputs and metrics that fuel the ecosystem must be future-ready too!  We’ll explore how the Dutch trading currency for TV & Video is fit for the future, equipped with the strategy, research design and outputs to deliver data for all in a converging linear and online world.

Sjoerd Pennekamp (1981) is interested in media and behaviour. In 2008 he obtained his PhD in Social Psychology from the University of Amsterdam, studying group behaviour. He applied his knowledge of research at the Netherlands Public Broadcasting NPO, first in the audience research department, and later as a senior advisor to the Board of Directors, advising on the developments of media behaviour and the changing media landscape. Since 2018, Sjoerd has been director of the KijkOnderzoek Foundation (SKO), where his mission is to create the best possible video measurement within the best cross-media measurement. This is being brought to life in the NMO project.

France has DNA rooted in cross-media as it is measuring TV, radio and digital. This has allowed the development of tools to address the initial needs of cross-media measurement. The WFA manifesto sets new goals to build new ambitious solutions. Médiamétrie is actively working on these and has a plan to address them. A new working group ‘Atelier Video’ will be launched to follow those developments.

Julien Rosanvallon joined Médiamétrie in 2003 and is currently Executive Vice President in charge of audience measurement (TV, Radio, Online and Data). He graduated from Paris Dauphine with a Master of Management Sciences and a Master’s from Sciences Po in Paris, and began his career as head of research and evangelist of online advertising effectiveness and creativity at Orange. Julien then moved to Médiamétrie/NetRatings, the online audience measurement joint-venture of Nielsen and Médiamétrie, as managing director. He took the lead of Médiamétrie’s TV business unit in 2011 and is now Chief Marketing and Client Officer in charge of Médiamétrie’s media measurement activities. Julien has published two books on Online Advertising : E-Communication (DUNOD publishing, 2001), 10 Years of Internet Adventure (Jacob Duvernet publishing, 2007). He also teaches at ESCP Europe Business School.

AGF Videoforschung is testing the expansion of its digital measurement to include static display. With the X-Reach/Video+ project, this Frankfurt reach measurement company is looking into the possibility of measuring static content, in addition to the TV and video content it has measured up until now. With this test, AGF is responding to an urgent and frequently expressed market request for the measurement of different kinds of digital content under one roof. Anke will present the status quo.

Anke Weber was appointed Managing Director of AGF Videoforschung on 1 July 2018. After studying journalism, political science and law at the Johannes Gutenberg University in Mainz, Anke worked at SAT.1 from 1991 to 1996 in various positions in Sales & Services (including Project Manager Market Research). Since 1996, she has built up and expanded the AGF office in Frankfurt am Main as its head, and in 2017 she became Director Operations of AGF Videoforschung GmbH.

Tanja will discuss how Mediapulse is preparing for the cross-media future and what has been achieved so far. She will first outline the Swiss vision for cross-media measurement. Since Mediapulse is the single JIC in Switzerland for Radio, TV and Online research, preconditions are ideal for making this vision come true. Guided by market needs and demands and inspired by WFA’s NorthStar initiative and her European peers, Tanja will show how Mediapulse has devised a novel cross-media research design, the core of which is a universal media panel based on the former TV panel. This system is already up and running, producing live data. Toward the end of her presentation, Tanja will share Mediapulse’s further roadmap for cross-media research.

Tanja Hackenbruch has been CEO of Mediapulse AG, the Swiss industry organisation for radio, TV and online research, since 2017. Prior to that, Tanja was Head of Market and Audience Research at the Swiss Broadcasting Corporation SBC (2013–2017). At GFK (2005–2013), Tanja filled different positions including that of Managing Director, after which she initiated and supported indicator research projects around the world as Director of Global Business Development TV. Tanja also worked during her studies in various roles in the Swiss market: at the research service of SBC as head of online research and at Swiss Radio DRS and the regional television station Telebärn as a journalist. During this time, she devoted a great deal of attention to the applied side of the media market as well as the scientific methods and analyses for researching media consumption.

Jiri Udatny, Data & Analytics Director, GroupM

In the Czech Republic, Median has developed its own response to the WFA’s framework document. mCross is a tool developed for cross-media campaign planning for GroupM which uses correlation analysis of linear TV viewing and online content consumption drawn from Median’s single-source adMeter panel.

Jiri Udatny is responsible for the creation and execution of GroupM strategy in the field of data and analytics, the identification of new business opportunities and the development of data-based products. He leads GroupM’s analytical teams specializing in measuring advertising impact and effectiveness, evaluating marketing communication and ROI, reporting and data visualization, market research, data analysis and consumer insights.

At Median, Josef Fiser leads the team responsible for fieldwork, technology development and data processing of passive single-source cross-media cross-platform measurement called adMeter in the Czech Republic and Slovakia. He focuses primarily on cross-media audience and advertisement measurement, the assessment of effectiveness of cross-media campaigns, MTA & MMM modelling, optimization of cross-media campaign planning, innovative usage of technologies in media research and data analysis and data fusion.

Lucy Bristowe, Director of Insight and Research, Sky Media

CFlight marks a unique collaboration for the UK commercial broadcasters. Martin, Lucy and Glenn will give an update on the progress they have made with CFlight for broadcasters, and the plans for launching post-campaign cross-platform reach.  They will focus on the vision behind the project and the key challenges broadcasters needed to overcome to achieve de-duplicated campaign reach for total TV plus broadcaster VOD.

Lucy Bristowe is Director of Insight and Research for Sky Media.  She has worked in Television Research and audience measurement for 20 years, and joined the business as a Sky graduate.  She then worked at Channel  4  before returning to Sky where she has worked for the past 13 years.  Her team supports Sky Media, the advertising sales arm of Sky.  She is responsible for innovation in measurement and effectiveness studies for brands that use Sky.  Her team has developed best-in-class brand measurement tools and capabilities including Sky AdSmart and VOD.

Martin Greenbank is C4’s Head of Advertising Research & Development, having joined from Havas agency Arena seven years ago. He has over 25 years of media planning and insight experience to C4, is the channel’s BARB board member, and was awarded an IPA Honorary Fellowship in 2014 in recognition of his contribution to media, advertising and audience research. He lives in Guildford with wife Katie, and their 3 children who have never seen him without a beard.

Glenn Gowen is the Head of Audiences at ITV and is responsible for trying to make sense of the ever-evolving media landscape.  Glenn has over 20 years’ experience within the media industry and in that time has focused on measurement, brand, marketing communication, advertising and consumer research.  Although Glenn considers himself a rational thinker he supports Tottenham Hotspur.

An opportunity for questions and discussion.

Antonio Wanderley leads Kantar’s business interests in Latin America including audience measurement, consumer targeting data and advertising tracking solutions. In addition to his regional responsibilities, he oversees client and offer for global client accounts and the businesses sport practice. Antonio is passionate about audience measurement and the value it brings to the industry.  He joined Kantar IBOPE Media in 2000 as Latin American Business Development Director. Becoming Chief Marketing Officer in 2012 he led corporate strategy, becoming Chief Operations Officer (2014) and leading the subsequent Kantar buy-out and successful integration of IBOPE and Kantar Media, creating Kantar IBOPE Media.

Toni Petra is EVP, International Product & Operations, Nielsen.  In this role she leads the Product & Operations teams who support Nielsen’s audience measurement products, across 56 markets outside of the US.  Prior to her current role, she had a 25-year career in research, including various roles in Nielsen across both Media and Consumer.  She is also deeply invested in Nielsen’s Business Resource Groups, promoting diversity, equity and inclusion, and is actively involved in Nielsen’s mentoring programme.  She is a graduate of Nielsen’s Global Leadership Programme and earned her degree from Rhodes University, South Africa.  As ex-pats, Toni and her family have travelled and lived abroad extensively and are now settled in Lugano, Switzerland.

An opportunity for questions and discussion.

Phil Smith is Director General of ISBA, the voice of British advertisers. His broad marketing and general management career spans packaged goods, grocery retail, consultancy and marketing technology start-ups. Phil spent 10 years at Kraft, latterly as Vice President, Strategy for Western Europe, and was Marketing & Trading Director for Kwiksave before joining the board of Somerfield as Group Marketing Director. He joined Camelot, the National Lottery operator, in 2002, becoming Commercial and Operations Director before being appointed Managing Director of Musgrave GB in 2007. He was Commercial Director for the 1,000 boat Thames Diamond Jubilee Pageant in 2012. Phil has also worked on a number of early stage and start-up digital businesses, most recently with Ecrebo, the Point of Sale marketing specialist.

Nathalie Bordes joined the ANA in April 2021 as EVP of Measurement for Marketers. In this role, she is responsible for developing the ANA’s measurement for markets product and service portfolio with a particular focus on the ANA’s Cross Media Measurement Initiative (CMM). Previously, Nathalie served as SVP of Data & Insights for ViacomCBS Streaming and CBS Digital Media properties. Nathalie oversaw the analytics data supply chain, including data collection, engineering, insights and analytics innovation for Paramount+, Pluto TV, CBS Entertainment Digital, CBS News Digital/CBSN and CBS Sports Digital. Nathalie’s former roles include Senior Director of Emerging Platforms Research at ESPN, and Ad Sales Research Director at The Wall Street Journal, where she led the Cross Platform and Digital Research department. She is a longstanding member of the MRC Digital Committee, serving as the committee’s chair from 2019-2020, and also enjoys growing her industry network and mentoring young professionals.

An opportunity for questions and discussion.

Richard Asquith leads the discussion with:

Valérie Morrisson joined CESP as Managing Director in January 2015, after 25 years spent in research agencies (Secodip Openers, Sofres, Harris Research, TNS), where she specialised in media and advertising research. She has worked for local and global clients in a wide range of sectors including media, telecoms, consumer goods, retail, automotive and luxury goods. She graduated with distinction from the Institut d’Etudes Politiques de Paris, and holds a Master’s Degree in communication from CELSA. Her personal interests include yoga, Nordic walking and charity work.

Sarah Mansfield started at Unilever in 2012 as UKI media director before promotion to Global VP Media in 2015. Prior to this Sarah held various roles at Barclays Bank PLC where she was responsible for launching new propositions such as contactless payments and mobile payments to the UK. She has extensive media, communications and digital marketing experience across a number of industry sectors having also worked at various integrated agencies in planning roles. Sarah graduated in the UK with a BA (Hons) in Business Studies and Marketing. She is an ISBA Vice Chair and MMA EMEA Board Member. She was proud to be awarded Drum Digital Trading Leader 2015 and was honoured as a 2016 Female Icon of the advertising industry by Cosmopolitan. In her spare time she enjoys running as well as music, playing the violin in a local orchestra.

Richard Asquith: Having spent over 35 years working for large-scale research suppliers, I set up my consulting practice in 2020. I advise and mentor senior executives on audience measurement, media and marketing research, leadership and change management in multi-country businesses. I have worked as a supplier to TV, Digital, Radio and Print clients gaining a deep understanding of the techniques, technologies, organisations and governance which are needed to deliver high-quality media data. During a twenty-year career at Kantar, I held several high-profile, senior leadership positions and, from 2012-17, led Kantar’s specialist division devoted to digital audience measurement and analysis across TV, Online and Radio, supplying TV and Video Audience Data in more than 60 countries. For three years, as Chief Product Officer, I was responsible for the strategic direction and technical development of Kantar Media’s full portfolio of products. For five years I was Managing Director of BMRB, the Top 10 UK market research agency specialising in media and social research.