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Conference Summaries

Data, Disruption, and the Transforming Media Landscape

Prepared by Baek Jung Kim and Minjung Kwon, 2016, 16-300

Data science is transforming media and marketing communications. This conference, held February 24-25, 2016 at New York University, offered the latest evidence, practice-based findings, and emerging issues on programmatic buying, behavioral targeting, attribution modeling, content and creative, and predictive analytics.

Contents

Evolution and Challenges in Online Advertising
Bernd Skiera, Goethe University
Online advertising is evolving rapidly. The share of search engine marketing might decrease as more online retailers become competing publishers and the use of programmatic advertising might make display advertising more attractive.

Toward Revolutionizing New Frontiers in Mobile Marketing Using Data Analytics
Anindya Ghose, New York University
 A crucial notion in predicting consumer footprints is that “great minds move alike,” meaning individual consumers can be clustered based on their similarity in mobile trajectory patterns.

The Art and Science of Data-Driven Media
Steve Weeks, Adobe Systems Inc.
Programmatic advertising is the product of the evolution of media buying from manual to automation. . . .You are not buying a placement for your ad anymore, you are buying audience. 

How to Dance with Big Data and User Disruptors
Koen Pauwels, Özyeğin University
Brand fan competition on social media is an example of corporate interaction within a social media ecosystem and suggests that the interaction of fans of rival brands may generate marketing “calls to action.”

Marketing ROI Analytics in 2016: The Baby and the Bathwater
Ross Link, Nielsen
Many have claimed that the future of programmatic media buying exists in the interstice of big data, individualized analytics, machine learning, and automated analytics. Certainly, business practices must change as the technological world does, but the discoveries produced by decades of R&D remain as relevant as ever.

Building Effective TV Ads: The Role of Content
Werner Reinartz, University of Cologne
We know surprisingly little about the efficacy of TV advertising content. A study of 68 FMCG brands and 341 spots over four years offers findings.

America Reimagined . . . and What That Means to Media Entertainment and News
Jackie Hernández, NBCUniversal Telemundo Enterprises
Over the next five years, Hispanics could account for over half of media business revenue growth. There are 53 billion hours of TV viewing opportunity, yet there are 129 English language networks and 14 Spanish networks.

Related Conference:

Data, Disruption, and the Transforming Media Landscape

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