12:00 – 12:05pm
Welcome
Paul Donato – Chief Research Officer, ARF

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12:05 – 12:20pm
MainStreaming: Keeping Up with the Content Ecosystem
The OTT environment has been transforming at an incredible rate – everyone from production studios to content distributors to consumers are racing to stay ahead. Find out the latest streaming viewer data and trends from the rise of subscription services, ad supported content, live sports and more.
Brian Fuhrer – SVP, National Product Leadership, Nielsen

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12:20 – 12:35pm
The “New Normal”: Viewer Attitudes and Behaviors
In 2020, the coronavirus pandemic has created brand new entertainment habits that didn’t exist before, and turbocharged industry shifts that were already under way. Data will be shared from Hub’s tracking studies that illustrate how the pandemic has changed viewer priorities, and which needs and behaviors will still be here when the pandemic fades.
Jon Giegengack – Principal, Hub Entertainment Research

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12:35 – 12:50pm
New Methods: International Development and Tracking of Digital Content
Hear a discussion about the global research lifecycle of a streaming TV show/IP through time. Based on a case study, discover why the Sony Research team performed different relevant analysis at every point in the lifecycle. Find out when and how they used Signal’s digital global data, where appropriate, and examples of how it was used to evaluate competitive titles, talent appeal and content engagement leading up to launch and post launch analysis.
Alie Cirgenski – Head of Growth, YouGov Signal
Ottavia Montingelli – Senior Manager, International TV Research at Sony Pictures Entertainment

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12:50 – 1:05pm
How to Maximize Advertising Investment with OTT and CTV
While linear TV has always been the standard of consumer advertising, over-the-top (OTT) and connected TV’s (CTV) tremendous growth has created brand new ways for marketers to maximize their advertising investment by combining the impactful nature of video ads with the precision of digital marketing. Hear how the fragmentation of TV and video viewing and the growth in OTT is creating new opportunities for marketers looking to target and reach their most valuable customers and measure what works.
David Wyler – VP, Advanced TV & Digital Video, IRI’s Media Center of Excellence

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1:05 – 1:25pm
Rethinking the Impact of TV Brand Integrations
As OTT becomes the emerging “new normal” and more platforms launch without traditional ads, new measurement will be required to help brands understand how to reach consumers. If product placement becomes the de facto “ad product”, how do we show they can be just as, if not more, effective? Learn more about the scientific methods TripleLift and MediaScience employed in phase 1 of their quest to reassess the effectiveness of brand integrations.
Andrea Ravikumar – Research Analyst, TripleLift
Amy Rask – Chief Operating Officer, MediaScience
Moderator: Samantha Powers – Head of Research, TripleLift

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1:25 – 1:40pm
Viewership Trends of a Converged Sports Season
Live sports have experienced a historical year, from the pandemic-induced drought to the convergence of seasons, resulting in significant shifts in viewing habits across linear and OTT. With the comeback of major professional sports leagues, hear how sports fans are consuming their favorite games all at once. Find out what viewership data reveals, and how to leverage these types of insights during the pandemic.
Jeffrey Silverman – Director, Data Science & Analytics, Samba TV

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1:40pm
Main Stage Closing Comments
Concurrent Session Zoom Link Information
Paul Donato – Chief Research Officer, ARF

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1:45 – 2:00pm
Concurrent Room Zoom links provided at 1:40 pm on screen and also on the ARF email.

Room A: New Measures for the Impact of Content and Advertising	Room B: What are the Most Important Changes in Media Use?
Moderator: Malcolm Stewart – Principal Advanced Analytics, Marketing Measurement & Optimization, AT&T Mobility & Entertainment Panelists: Alie Cirgenski – Head of Growth, YouGov Signal Amy Rask – Chief Operating Officer, MediaScience Samantha Powers – Head of Research, TripleLift David Wyler – VP, Advanced TV & Digital Video, IRI’s Media Center of Excellence	Moderator: Jess Aguirre, Jr. – SVP, Media Research and Consumer Insights, Crown Media Panelists: Brian Fuhrer – SVP, National Product Leadership, Nielsen Jon Giegengack – Principal, Hub Entertainment Research

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12:00 – 12:05pm
Welcome
Scott McDonald, Ph.D. – President & CEO, ARF

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12:05 – 12:35pm
Panel Perspectives: Data & Analytic Needs for the New Streaming Landscape
The panel will discuss measurement challenges faced by media companies – streaming services as well those that offer a variety of services (including “traditional” TV as well as streaming). The goal of the discussion is to identify measurement innovations that are needed to obtain a more complete picture of viewers’ journeys across platforms and services.

Liz Huszarik – EVP, Global Insights and Analytics, Warner Bros.
Lisa Heimann – EVP, Corporate Research & Strategy, NBCUniversal Media
Julie DeTraglia – VP and Head of Research & Insights, Hulu
Ed Isabella – VP Research, ABC Entertainment and Disney Television Studios
Colleen Fahey Rush – Executive Vice President, Chief Research Officer, ViacomCBS
Maggie Zhang – Head of OTT Measurement and Research, Amazon
Moderator: Jane Clarke – CEO, Managing Director, CIMM

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12:35 – 12:50pm
How the Pandemic Redefined Consumers’ Relationship with “Screen Time” 
2020 has been defined by a rapidly changing consumer environment, and the streaming industry is no exception. With social distancing limiting our ability to connect in person, consumers strive for virtual connections — and daily screen time has spiked. Find out what data reveals about the future of streaming and what the public’s continuing discomfort with going to the movies means for the streaming industry.
Joanna Piacenza – Senior Editor, Morning Consult

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12:50 – 1:05pm
The OTT Reality: Agency Perspective – From Promise to Practice
There’s broad agreement on the promise and potential for OTT to revolutionize TV, and a bevy of providers solving long-sought solutions to measurement and addressability. However, there is often a dual reality when it comes to execution. Hear from an industry leader on the buy side, about the necessity of agencies to become agents of change themselves to bridge the gap from promise to practice when realizing OTT’s true potential.
Jon Stimmel – Chief Investment Officer, UM Worldwide
Rob Aksman – Co-Founder, Chief Strategy Officer, BrightLine

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1:05 – 1:20pm
Planning, Measuring and Optimizing OTT Ad Campaigns
With Streaming TV usage reaching all-time highs and ad-supported Streaming providers seeing a fair share of that growth, opportunities for advertisers to reach streaming viewers have never been better. Hear the latest about effectively planning OTT ad campaigns, measuring how well they engage viewers, and how marketers can optimize their efforts to maximize their OTT ad spend.
Tristan Webster – VP, Data & Insights, TVision

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1:20 – 1:40pm
The Future of OTT: How 2020 Will Shape OTT Streaming in the Years Ahead
Throughout 2020, the Coronavirus pandemic disrupted audience consumption habits across media, with OTT consumption-in particular-experiencing a noticeable, sustained uptick. How did audiences engage differently across streaming services in 2020, and how might these habits continue as television evolves? Discover what insights are revealed into how households engage with OTT to help drive future planning efforts for the next generation of TV.
John Bulgrin – SVP, National Agencies, Comscore
Melissa Hillard – Director, Advanced TV, Omnicom Media Group

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1:40pm
Main Stage Closing Comments
Concurrent Session Zoom Link Information
Scott McDonald, Ph.D. – President & CEO, ARF

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1:45 – 2:00pm
Concurrent Room Zoom links provided at 1:40 pm on screen and also on the ARF email.

Room A: Data & Analytic Needs	Room B: The Future of TV & OTT
Moderator: Jane Clarke – CEO, Managing Director, CIMM Panelists: Ed Isabella – VP Research, ABC Entertainment and Disney Television Studios Colleen Fahey Rush – Executive Vice President, Chief Research Officer, ViacomCBS Tristan Webster – VP, Data & Insights, TVision	Moderator: Edwin Wong – SVP, Insights & Innovation, Vox Media Panelists: John Bulgrin – SVP, National Agencies, Comscore Jon Stimmel – Chief Investment Officer, UM Worldwide Rob Aksman – Co-Founder, Chief Strategy Officer, BrightLine

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