5 Days of Conversations on the Current State & the Future of Modern Measurement
Over the last 18 months, VAB has been leading the industry in demanding accurate, transparent and modern TV measurement solutions. We do this in service of our members, but also for the marketers who trust us and rely upon accurate reporting to make critical investment decisions.
As part of our ongoing commitment to help marketers navigate the complexity of the new measurement landscape, we invite you to watch The State of TV Measurement Week, a VAB INSPIRE series. Through a series of conversations, equipped you with an understanding of the critical issues – and opportunities – within modern measurement. You’ll be empowered with the keys to understanding measurement that will unlock brand growth.
Monday August 8, 2022 | 2:00-2:30PM
DAY 1: Modern Measurement Executive Round Table
A Full Picture Perspective and Behind the Scenes Look at The State of TV Measurement
Join VAB as we sit down for a panel discussion with measurement experts who are leading the way in modern TV measurement. With new methods come new challenges and opportunities. We will discuss those critical topics and provide marketers with guidance and takeaways as they navigate the complexities of the ever-evolving measurement landscape.
What you'll learn:
- Predictions of what the future of measurement will look like
- Sharing best practices for marketers when evaluating measurement platforms
- Challenges & solutions in modern TV measurement
Tuesday August 9, 2022 | 2:00-2:30PM
DAY 2: Measurement & Currency
Why is Each Essential to Marketers Looking to Drive Business Growth?
This foundational session tackles a question many in our industry ask: What is the difference between measurement and currency? We’ll take a deep dive through the definitions and show why each is essential to marketers looking to drive brand success and business growth.
What you'll learn:
- What is measurement? What is currency? What is the difference between the two?
- Why each is critical to maximizing the effectiveness and efficiency of modern TV campaigns?
- How to handle the transition to modern measurement solutions?
Wednesday August 10, 2022 | 2:00-2:30PM
DAY 3: Data Collection
What are the Primary Ways TV Viewership Data is Collected?
It all starts with the data. Join us as we discuss the primary ways TV viewership data can be collected and reported on. Understanding the various methodologies is critical for marketers as differences in the way data is collected can impact the results of their campaigns. This transparent view will empower marketers to evaluate the methodologies and platforms as they determine what’s best for their campaign.
What you'll learn:
- How might the way data is collected impact the measurement of your campaign?
- Is it recommended to directly compare one methodology to another?
- How can marketers set themselves up for success when evaluating a new measurement partner?
thursday August 11, 2022 | 2:00-2:30PM
DAY 4: Identity Resolution & Data Privacy
What is the Role of Identity Within TV Measurement?
Core to any measurement solution is Identity. Integral to modern TV measurement, identity and data privacy allow for accuracy and a more positive consumer experience. In this session, we are going to simplify identity, why it matters to marketers and how they should be preparing for a cookieless future.
What you'll learn:
- What is the definition of identity resolution and how has it changed?
- How can we adapt to a cookieless future?
- What is the future of identity resolutions?
friday August 12, 2022 | 2:00-2:30PM
DAY 5: Innovation in Regional & Local Measurement
What Sophisticated Measurement Solutions are Available to Local Advertisers?
In this session, we go local. We will discuss innovation in location measurement and explore the data-driven capabilities leading to sophisticated measurement solutions for marketers who are running local TV campaigns.
What you'll learn:
- What are the most innovative tactics and solutions that are available to marketers at the local level?
- How are new measurement techniques are benefitting local marketers?
- How are marketers utilizing modern measurement to determine the lower funnel impact of their campaigns?
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