Stephanie Fried
About Stephanie Fried
Stephanie Fried is VP, Research Insights and Analytics at VEVO. Stephanie oversees advertising effectiveness and optimization research as well as consumer insights research and site analytics to guide fan driven development of VEVO’s global programming and platforms.
Prior to joining VEVO, Stephanie was Director of Digital Research at NBC Universal where she oversaw custom research for digital sales and programming. Previously, Fried worked in client services at BuzzBack Market Research where she designed and executed primary research for Fortune 500 consumer packaged goods and financial services companies.She holds an MBA from Columbia Business School and a BA from the University of Michigan.
Stephanie has been co-chair for the IAB research council for 3 years, winning an award for distinguished service for improvements in online ad effectiveness research in 2012. Speaking engagements for 2012 include the Digital Analytics Association (panel), Advertising Research Foundation Measurement 7.0 (presentation), American Marketing Association Research and Strategy Summit (presentation) and Streaming Media West (panel).
About What the brain knows and you don't…
Behind every piece of conventional wisdom, there’s some truth—when we remember the Super Bowl Chimpanzee but not what he was advertising, or when we worry about identifying the wasted half of our ad spend, what we’re really interacting with is one of the oldest problems marketers confront, whether on TV, online, or social: is it working? It’s an extremely difficult problem, and it’s made more so by the fact that answering it often only creates another problem—why is it (or isn’t it) working?
In this session, Pranav Yadav, CEO of Neuro-Insight US, discusses how neuromarketing helps answer these questions both online and offline. By using passive, granular measurements of the audience’s brain response, neuromarketing can give unparalleled insights into media and advertiser effectiveness.
And, since no method can be proven without results, see results from a major recent study comparing online content and adbreak effectiveness—presented by Stephanie Fried, VP Research and Insights at VEVO.
