1. Art and Diseño

29/01/2015
Vienna
market intelligence meeting
Organised by
Hosted by
_09:00_ WELCOME
Opening remarks
Katty Roberfroid, Secretary General, egta
Walter Zinggl, Chief Executive Officer, IP Österreich and
egta Board member
_09:15_ INTRODUCTION
Understanding the future of the TV ecosystem: does
multi-screening mean disengagement with linear TV
or does it drive new ways of consumption? Analysing
the trends and forecasts.
Toby Syfret, Research Consultant, Enders Analysis
Medias of the Future 2020: vision on the media
landscape of today and tomorrow.
Markus
Hollenstein,
Chief
Marketing
Director,
publisuisse
SESSION 01: Television is efficient, whether used
alone or in combination with other media
Shrinking
the
gap
between
planning
and
effectiveness measurement. How both disciplines
can learn to communicate?
Marcel van der Kooi, EVP Global Business &
Edgar de Gelder, Business Director Activation, Pointlogic
_10:15_ NETWORKING COFFEE BREAK
_11:00_ SESSION 01 (Resumed):
An overview of the most impactful studies proving
the value of TV advertising. Key arguments and
lessons learnt.
Jan Isenbart, Director Research, IP Deutschland & egta
Board member in charge of research
Social TV Ratings: Do Twitter TV Ratings enrich TV
currencies? Can we prove that TV and social media
work better together?
Michel van der Voort, Managing Director, SPOT
Niko Waesche, SVP Digital Products and Sales, GfK
From TV watchers to fans: The value of multiplatform strategies.
Susana Martín de los Ríos Alarcón, Head of Research,
Publiespaña
The importance of the channel’s brand: driving
viewers’ engagement & commitment in a premium
and brand safe environment
Dirk Soetens, Research Manager, Var
Awareness ROI of multimedia campaigns: TV - the
most profitable and effective medium.
Fernando Pino Velázquez, Director of Marketing Services,
Atres Advertising
TV Matters: Contextualising cross platform viewing.
Jill McGrath, Chief Executive Officer, TAM Ireland
Monitoring of media expenditures on YouTube – the
beginning of video measurement.
Tomasz Sieniutycz, Business Development Director,
Pentagon Research
_13:00_ NETWORKING LUNCH
_14:30_ SESSION 02: Proving
through neuro technologies
multi-screen
KPIs
Effectiveness and impact measurement of linear and
non-linear TV advertising compared to print
advertising. A strategic analysis of the utilization of
different media types based on results of an eye
tracking study.
Walter Zinggl, Chief Executive Officer, IP Österreich and
egta Board member
Cognitive Science at the service of TV: how eyetracking can add value to catch-up TV effectiveness?
Case study: Canal+ Temporis Digital.
Dorothée Rieu, Chief Executive Officer & Founder,
Mediamento
Virginie Dremeaux, Digital Marketing Director, Canal+
Régie
The connected consumer: how to capture the
audience’s attention.
Gerald Neumüller, Director Research, SevenOne Media
Germany
What does our brain think about TV commercials?
Using fMRI-technique to prove the effectiveness of
the position of a TV commercial.
Merel Tukker, Senior Project Leader Research, Ster
Evaluating the audience’s emotional response to
self-promotion ads using neuro technologies.
Bernhard Engel, Research Director,
ZDF Werbefernsehen
_16:00_ Discovering the latest developments in
hybrid audience measurement in Europe and beyond
Robert Schäffner, Head of Media and Market Research, IP
Deutschland & co-Chairman of the AV Currency Working
Group, egta
_16:15_ WRAP-UP & CLOSE
_16:30_ DEPARTURE OF THE PARTICIPANTS
Partners