IRI, Adobe and NCM Media Networks to Dissect Media and Advertising Lift at ARF Audience Measurement




Srishti Gupta, President, Media Center of Excellence, IRI

Radhika Mani, Consultant, Media Center of Excellence, IRI

Marie Joshi, Strategy & Business Development, Adobe

Joy Joseph, Principal, Ad Practice, IRI Strategic Analytics, IRI

Sunil Soman, VP, ROI and Data Analytics, NCM Media Network



During their ARF Audience Measurement session, “Return on Media,” IRI®’s Srishti Gupta and Radhika Mani, along with Adobe’s Marie Joshi, will address today’s increasingly complex media investment measurement needs and how advertisers and agencies can maximize their media spends via deeper insights and greater outlet coverage in one integrated platform.


In addition, IRI’s Joy Joseph and NCM Media Network’s Sunil Soman will present “Out-of-Home Advertising Scale.” During this session, Joseph and Soman will discuss how to accurately measure the effects of advertising that reaches consumers while they are outside their homes, such as billboard and cinema ads.



Media investment has become more complex with multiscreen viewing and an explosion of media channels and content providers. Understanding the Return on Advertising Spend (ROAS) and impact on sales of these advertising investments is equally daunting. Savvy marketers and advertisers realize investing in a media measurement solution that provides better insights faster can be a game changer. Higher-quality insights, real-time feedback, multi-outlet coverage and the ability to adjust campaigns mid-flight combine as critical competitive differentiators.
As growth in CPG and retail continues to be less than stellar, marketers are seeking better ways to target growth pockets at a hyper-local level. In an increasingly fragmented media environment, nontraditional media, such as cinema and billboard, is often overlooked, as its effect is either not understood well or regarded as less effective than other media. By identifying out-of-home impact zones with a focus on trade areas that are in a five- to 15-mile radius of the location, marketers can isolate the highly localized impact of out-of-home campaigns and achieve increased sales lift.


Tuesday, June 14, 2016
12:40 – 1:10 p.m. EDT


ARF Audience Measurement

Conrad New York
102 North End Ave.
New York, NY 10282

Return on Media

West Ballroom C, 2nd floor

Out-of-Home Advertising Scale

Studio SIX, 2nd floor

About IRI

IRI is a leading provider of big data, predictive analytics and forward-looking insights that help CPG, OTC health care organizations, retailers and media companies grow their businesses. With the largest repository of purchase, media, social, causal and loyalty data, all integrated on an on-demand cloud-based technology platform, IRI helps to guide its more than 5,000 clients around the world in their quests to remain relentlessly relevant, capture market share, connect with consumers and deliver market-leading growth. A confluence of major external events—a revolution in consumer buying, big data coming into its own, advanced analytics and automated consumer activation—is leading to a seismic shift in drivers of success in all industries. Ensure your business can leverage data at

About National CineMedia (NCM)

National CineMedia (NCM) is America’s Movie Network. As the #1 weekend network in the U.S., NCM helps brands get in front of the movies that shape the national conversation. More than 700 million moviegoers annually attend theatres that are currently under contract to present NCM’s FirstLook pre-show in over 40 leading national and regional theatre circuits including AMC Entertainment Inc. (NYSE:AMC), Cinemark Holdings, Inc. (NYSE:CNK) and Regal Entertainment Group (NYSE: RGC). NCM’s cinema advertising network offers broad reach and unparalleled audience engagement with approximately 20,300 screens in approximately 1,700 theaters in 187 Designated Market Areas® (49 of the top 50). NCM Digital goes beyond the big screen, extending in-theatre campaigns into online and mobile marketing programs to reach entertainment audiences. National CineMedia, Inc. (NASDAQ:NCMI) owns a 43.8% interest in, and is the managing member of, National CineMedia, LLC. For more information, visit


IRI Contact:
Shelley Hughes, +1 312-474-3675


IRI Contact:
Shelley Hughes, +1 312-474-3675