Measurement & Accountability

ANA MEASUREMENT COMMITTEE MEETING
November 13, 2025 from 1:00PM ET – 2:30 PM ET (Virtual Only)

I. WELCOME & INTRODUCTIONS (1:00PM ET)

II. MEASURING BRAND EQUITY: THE DATA BEHIND CONSUMER PERCEPTION (1:00 - 1:30PM ET)

In today’s competitive CPG landscape, brand equity distinguishes category leaders from commodity products. This session examines two brands within the same category—Challenge Butter, a long-standing heritage brand, and Danish Creamery, a newer brand with recent investment and low awareness—and how a shared brand equity measurement model can provide tailored insights for different brand growth stages. 

Attendees will gain an understanding of the key metrics that define attitudinal brand equity and explore an empirical model for measuring and tracking brand perception over time. The session will also highlight how brand perceptions take time to grow, erode, or change and how customizable metrics and a flexible model structure allow this approach to be applied across different categories. Through real-world case studies, this session will provide marketers with a practical framework for protecting and strengthening brand equity as a critical business asset. 

Speakers:
Priya Kumar, VP Marketing, Challenge Dairy
Ray Barber, President, Global Research Partners

III. PRIVACY-COMPLIANT INCREMENTALITY TESTING WITH DATA CLEAN ROOMS (1:30 - 2:00PM ET)

Measuring the incremental impact of advertising on new customers through customer-level experiments remains challenging, especially with growing privacy constraints. This session will cover how to design privacy-preserving environments for randomized control trials and quasi-experiments with data clean rooms. We'll also explore key nuances and limitations of common measurement approaches.

Speaker:
Isaac Dinner, VP of Applied ML/AI, Vivid Seats

IV. Closing Gaps in Modern Marketing Strategies: Five-Year Kantar Study Shows OOH Outperforms Digital & CTV Across Key Metrics (2:00 - 2:30PM ET)

Marketers are facing an increasingly fragmented media ecosystem where digital fatigue is rising and performance marketing delivers diminishing returns. But what if one of the oldest advertising mediums is also one of the most future-proof?

Kantar partnered with Clear Channel Outdoor on a five-year study to measure the impact of Out-of-Home (OOH) compared to digital, CTV and linear TV, revealing a shift in how consumers engage with advertising. The results show that OOH outperforms other media channels across key metrics, driving higher ad awareness, stronger brand favorability and greater purchase intent, while matching TV’s impact at a lower cost. The study also highlights OOH’s additive role in the media mix, filling gaps left by other channels. 

Attendees will gain actionable insights from this new study and leave equipped with strategies to harness OOH across the full funnel for greater reach, impact and measurable ROI. 

Speakers: 
Joe Nowak, SVP, Growth & Strategy, Kantar
Dan Levi, EVP & CMO, Clear Channel Outdoor

VI. CLOSING REMARKS (2:30PM ET)