CMAconnections

Marketers and researchers have used many metrics to quantify the effectiveness of advertising campaigns, but the metrics often fall short of telling us why.  Understanding the “why” is crucial for marketers and is the difference between diagnosing breakdowns in communication plans and being able to treat and prevent them.

Bell Media and Brainsights have partnered to examine how consumers respond, on a subconscious level, to video advertising across multiples screens, in different environments and with a variety of content across genres.  Are the stimuli capturing my attention?  Is there a deeper relationship with the stimuli?  Are the stimuli being committed to memory?  These are key questions for all brands looking to boost awareness, engage and connect with consumers and prompt a call to action.  Using portable EEG technology to measure the subconscious and unconscious brain, we can develop a greater understanding the consumer mind and decision making.

We'll demonstrate the technology and take you through the methodology before sharing some insights that will empower you to maximize the effectiveness of your campaign.  All of this will equip you with the predictive skills and the knowledge to plan and execute effective campaigns across various video platforms.

You will learn;

1. How to optimize your advertising message for various screens
2. You will understand the impact of mental posturing and how consumers behave when consuming video content in different environments
3. You will see the impact of creating synergy between your commercial message and the content in which it appears. 

Meet Todd Paterson

Todd joined Bell Media in October 2016 to bolster its position as Canada’s leading content creation company with premier assets in television. As Senior Manager of Strategic Insights, he builds on his passion for harnessing the power of engaged and inspired audiences.

Prior to this, he was an accomplished strategic media executive involved in campaign development and execution through digital, broadcast, and out-of-home media. He secured long-term integrated marketing programs for TD Bank Group, Tim Hortons, and Samsung, and increased marketing communication effectiveness for leading brands in the automotive, retail, and rail transport categories.  

His strong media agency background provides him with an understanding of both scale and best practices in an increasingly fragmented landscape. Todd is passionate about creating new pathways that support the role and importance of sight, sound, and motion.

He contributes to the industry as a member of the Board of the Broadcast Research Council and of the Interactive Advertising Bureau of Canada’s Programmatic Trading Committee, by networking, and by using data mining to develop solutions for optimizing media marketing effectiveness and business development.

Meet Dan Iwasa-Madge

Dan leads product and analysis at Brainsights, managing the team that creates powerful visuals and actionable insights for Brainsights’ clients. He shepherds the processes and tools that allow Brainsights’ techniques to be relevant and relatable to the communications industry.

Dan has experience in both the academic and advertising agency worlds. He has led Advanced Analytics at one of the largest media agencies in Canada, collaborated with global centers of excellence on international analytics initiatives for the likes of Procter and Gamble, Revlon and CIBC, and provided data strategy consultancy services to a variety of brands and agencies. He also has experience performing research across social-, socio-cognitive-, cultural- and industrial-psychology disciplines, research which he used to launch the first Behavioural Economics unit at a large agency in Canada.

Meet Laura Baehr

Laura Baehr is a senior marketing and broadcast executive with a passion for brands, television and advertising. Before joining thinktv, she held a number of senior positions at Corus Entertainment including Vice-President Client Marketing, where she was responsible for leading integrated marketing solutions across all Corus networks, and Vice-President Head of Networks, where she led the marketing and overall strategy of the Corus Kid and Family properties, including YTV, Treehouse, CMT and ABC Spark.

The autonomous car is a hot topic right now, taking the global automotive industry by storm. While the industry’s revolution is recent and ongoing, connected car functionality has actually been part of the auto landscape for more than 20 years - GM’s OnStar service was the first example of this technology in action.

Connected Car functionality has moved past an early focus on vehicle and occupant safety and now includes a host of diagnostic, navigation and infotainment features. Soon you’ll be able to pay from your car;  DocuSign and Visa recently demonstrated a concept that will enable drivers to buy gas and other services without ever leaving their cars.

Marketers are starting to see the Connected Car as a viable communications and sales channel.  Using new Kantar research, we’ll illustrate how well consumers understand and use their Connected Cars and how receptive they are to brands communicating with them through their cars.

In some of the world’s major markets Connected Car functionality is a major factor in choosing a car and we’ll demonstrate that most people that use the functionality grow to love it.

We’ll also illustrate opportunities to grow trust and loyalty through Connected Cars and also outline the barriers that exist to further developing the channel. 

Meet Andy Turton

An automotive consumer insights expert for over twenty five years, Andy has worked with multiple major auto brands on many global projects ranging from model range planning through brand positioning, price optimization, customer experience management, the acceptance of new technologies and, increasingly, new mobility solutions.

Equally at home with qualitative and quantitative approaches and with the analysis of new data sources (e.g. social media analytics) Andy has developed and launched a number of new ways to unlock insight; his focus is always on providing clear guidance on business growth opportunities.

After beginning his career in the U.K., Andy gained practical experience of automotive research in all the key markets of Europe, Latin America, North America and Asia. He has lived in China and now lives in the United States.

Andy holds a BSc in Psychology and Philosophy and an MSc (R) in Psychology from the University of Lancaster in the UK. He is a regular speaker at industry conferences worldwide.