MeasureUp 2021

Recent Events
Monday, 25 October 2021
9am - 10am

MeasureUp Mornings | 9am each day Monday 25 October to Thursday 28 October 2021

Wake up and be inspired by case studies, research and techniques for sustainable ad effectiveness measurement in a morning webinar series not to be missed.  IAB Australia invites you to the 5th annual MeasureUp conference. Taking a slightly different format this year, MeasureUp Mornings will be held from 9am to 10am each day from Monday 25th October to Thursday 28th October 2021.

MeasureUp is the critical digital marketing and advertising event that will again provide insight into both marketing outcomes and the science of ad and media measurement. This year we are setting out to inspire with a concise format of short and snappy presentations from passionate industry experts. MeasureUp will culminate on the afternoon of Thursday 28th October with a live event to showcase and announce this year’s MeasureUp Award winners.

REGISTER FOR CONFERENCE SESSIONS HERE (registration will allow access to all four days)


9am – 10am Monday 25th October 2021: Sustainable measurement showcase for the cookieless world

As we make steps to a cookie-less future many marketers have already faced up to the challenge of adjusting their measurement techniques to ensure they continue to achieve visibility into how their digital marketing is performing. Presenting a range of case studies, this session will provide ways to achieve sustainable and privacy compliant digital marketing strategies and measurement of success. Speakers will demonstrate how brands are using Market Mix Modelling, brand lift and attribution techniques to measure success as well as how they are using first-party data to drive insights and personalisation at scale.

Sessions include:

  • An Australian first Kantar brand-lift provides effective innovation for Podcast & CTV advertising, presented by Vanessa Adams, Associate Director Media & Digital, Kantar and Andreea Chirila, Associate Director Media & Digital, Kantar
  • Digital Marketing Attribution for a tourism destination, presented by Emily Primavera, Digital Marketing & Optimisation Manager, South Australian Tourism Commission
  • First-Party Data to Drive Insights and Personalisation at Scale, presented by David Porter, Vice President Global Media, Unilever and Richard O’Sullivan, VP and GM Australia and New Zealand, InMobi
  • Taking a creative approach to increasing Mondalez’s Facebook ROI, presented by Andy Ford, Head of Marketing Science, Australia & New Zealand, Facebook and Priyanka Dhyani, Growth and Shopper Analytics ANZJ, Mondelez International

9am – 10am Tuesday 26th October 2021: The Context of Data Exchange in Australia

A brand new report exclusive to IAB Australia, ‘The Context of Data Exchange in Australia’, will be launched at this session presenting key insights from a comprehensive consumer and trade research study on balancing data optimisation and respecting data consent. Fully assessing the consumer value exchange for data collection and usage, this study will reveal what consumers know about how their information is being collected and how its being used, the appeal of various value trades, the awareness of how privacy has changed over time and of changes due to take place. The research presentation will be followed by a discussion about the gap between market views versus consumer views of the data exchange and implications for marketers. 

Speakers include:

  • ‘The Context of Data Exchange in Australia’, IAB Australia and Ipsos launch brand-new research report, presented by Kirsten Riolo, Director, Ipsos
  • Panel discussion: Data exchange considerations and implications for marketers, moderated by Sarah Waladan, Head of Policy and Regulatory Affairs, IAB Australia. Panel includes: Gabbi Stubbs, APAC Product Strategy and Product Marketing, Adobe, Greg Kearney, Executive Manager Media and Marketing, Suncorp Group, Moritz von Sanden, National Sales Director at Audience360/Carsales and David Raitt, GM Marketing Solutions, Near
  • Probabilistic or deterministic? Data doesn’t need to be difficult, presented by David Raitt, GM Marketing Solutions, Near

 9am – 10am Wednesday 27th October 2021: Optimising ad attention and creative for better results

The science of ad and media measurement is evolving. As a key driver of ad effectiveness, brands and agencies are using new and interesting measures to empower creative development. This session explores a range of research measures such as attention measurement and neuroscience that can be employed to develop highly effective ads. Speakers will discuss creative and executional best practices for cutting-through, gaining attention and optimising ad creative and media placement to ensure your campaign has the best chance for success.

Speakers include:

  • Creative as the last unfair advantage, presented by Fiona Walford, Head of Creative Works, Google
  • How predictive attention estimates can inform ad performance, presented by Georgia Woodburne, General Manager APAC, Inskin Media and Michael Follett, Managing Director, Lumen Research
  • Using attention signals as a feedback loop for contextual advertising, presented by Rob Hall, CEO, Playground xyz
  • Putting neuro to work for your brand, presented by Peter Pynta, CEO APAC, Neuro-Insight

9am – 10am Thursday 28th October 2021: Driving trust and transparency for more effective campaigns

Effective digital advertising relies on privacy, data security and transparency in a complex digital advertising landscape. This session will unpack the digital supply path presenting research and case studies demonstrating how advertisers are changing practices to get visibility of their own supply chain, set up media quality benchmarks to discover ways to optimize ad effectiveness and media investments. Speakers will share best practices on how advertisers can continue to drive media performance. 

Speakers include:

  • How advertisers have taken action towards supply path optimisation, presented by Cameron Thorn, Global Head of Insight & Analytics, Method Media Intelligence
  • Trust and transparency in the programmatic ecosystem, presented by Clem Birdsall, Strategic Partnerships Director Australia and New Zealand, Integral Ad Science
  • How Media Quality Helps Drive More Effective Campaigns, presented by James Collier, Chef Data Officer, M&C Saatchi Group ANZ and Imran Masood, Country Manager ANZ, DoubleVerify

REGISTER FOR CONFERENCE SESSIONS HERE (registration will allow access to all four days)

4pm – 5pm Thursday 28th October 2021: IAB MeasureUp Research Awards Presentation

MeasureUp will culminate with a live announcement of this year’s MeasureUp Award winners. The IAB Australia MeasureUp Awards recognise and celebrate great Australian trade media research. You are invited to celebrate with us as short-listed entrants showcase their research and IAB Australia announces the winners of this year’s awards during this live event (bring your drinks!).