2023 asi International Television & Video Conference

Wednesday 8th to Friday 10th November 2023

Managing complexity

Across all three days of our conferences, we had a record number of submissions, reflecting just how much is going on in media and its measurement.

Joint session for TV & Video and Radio & Audio delegates

In our joint session we debated issues of common interest to all those involved in and using video and audio measurement.

Sustainability is a major priority for the media industry. The carbon footprint of different media channels is coming under scrutiny and with it the consideration of sustainability metrics that could feed into media planning decisions. Most directly for our community, how sustainable are the different forms of media measurement? Is data in the cloud more environmentally friendly than metered panels, or does big data require energy-hungry big server farms?

Artificial Intelligence is dominating the wider public debate with the advent of generative AI, but forms of AI and machine learning have been in use in measurement for a while now. What does the media industry make of AI, whether for content production, ad planning and serving or research design and administration?

As the WFA cross-media initiative progresses at a global level, many local developments are underway, some growing organically out of the JIC structure. However, increasingly currencies are not ‘staying in their lane’ but widening to measure other forms of media. We showcased some significant developments in cross-platform and cross-media measurement and asked how sustainable single-media currencies will be in the future.

2023 International Television & Video Conference

The world of streaming has evolved considerably in just the last year, with global services that had seemingly unlimited funds for production now challenged by economic reality and a writers’ and actors’ strike in the US. Meanwhile a number are doubling down on advertising as a source of revenue. We examined what the real state of play is for the global streamers and how successfully broadcasters are managing the transition from broadcast to streaming, evaluating the optimum balance between linear and on-demand.

How can content owners best monetise content across multiple platforms? Is the era of exclusivity coming to an end? What analytic tools are available to help us best understand how content works across an extended lifetime? With the current focus on WFA and advertising measurement, we highlighted the importance of content measurement and the need to take account of what methods and metrics are needed to help media owners optimise their content strategies.

In our advertising session we asked how the measurement community can provide solutions that are more directly relevant and helpful to the agency planning community. What progress is being made to bring third-party audience data together with first-party data sets to improve advertising efficiency? We had a particular focus on how the use of clean rooms is unlocking the power of first- and third-party data sets, with specific examples of their use by advertisers and media owners to provide enhanced advertising targeting services. Are clean rooms the magic answer to privacy considerations? How can we best understand what happens in them? Meanwhile, at the last conference we highlighted the opportunities offered by Connected TV and the evolving work around attention metrics and returned to both themes at this year’s event.

With consensus about the need for panels as a source of truth for understanding persons-based measurement, what are the priorities that determine the direction of travel for the data flow in hybrid systems? Is big data there to make panels better and more granular, or are panels there simply as an input to allow big data to be turned from devices into people?

Measurement techniques continue to evolve and we highlighted new advances in metering and content detection. In our measurement session we heard from markets that are truly innovating in the field of video measurement, widening the scope to include other platforms and in some cases measuring outside the home. What has worked well and what has needed further development? How have users reacted?

We also put definitions of impressions and therefore reach under the spotlight. Can all video be essentially treated in the same way or does so-called ‘fit for TV’ or premium content demand a different approach to evaluating advertising than that adopted for social video. Do we accept that all impressions are not equal or is the MRC two-second minimum the best common standard to be applied to all cross-media video planning and trading?

As we move into a world of clean rooms, data exchanges, blind matching, virtual IDs and ACR, how can we assure that data is transparent and accurate? Does the development of ever more complex methodologies necessarily represent progress and help us make better decisions? Are we in danger of mistaking increased precision with accuracy?

The increasing complexity of measurement makes it harder to set standards and conduct auditing. Is there a need for new guidelines for TAM that take account of the advent of big data and data science? Are we even agreed on the lexicon and the phrases that we currently use, such as ‘impressions’, ‘impacts’ and ‘attention’?

As always, our aim was to get together with our community to provide a forum for the industry to share experience, debate, understand and move forward.

Click on the relevant sections below for details of each conference session.

The 2023 asi International Television & Video Conference was generously sponsored by Nielsen.

    • Session Wednesday afternoon: Joint Session
    • Date Wednesday 8th November 2023
    • Time 15:10-17:25
    • 15:10

      Chair's opening remarks

      Denise Turner, Chief Executive, Route Research

       

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    • How sustainable is the business of measurement?

    • 15:20

      Towards sustainable audience measurement

      Estelle Duval-Barreau, Chief Strategy Officer, Médiamétrie

      Having completed three carbon assessments in a row (2020, 2021, 2022), Médiamétrie is ready to share some conclusions: what is the scale of emissions associated with audience measurement, what are the main sources of emissions – which part of the process – with some surprises, and how does it compare to other stakeholders in the industry?

    • 15:30

      Artificial Intelligence: assessing the impact on the media industry

      Lee Risk, Vice-President Media Measurement Commercial, GfK

      AI, particularly Generative AI, is a hot topic now, but what is the impact on the media eco-system likely to be? In the latest in its series of industry roundtables, GfK asked executives and business leaders how their companies are assessing the opportunities and risks.

    • 15:40

      Panel session

      Speakers take questions from the floor.

    • Moving beyond the measurement silos

    • 16:00

      Breaking up the silos: the AGF X-Reach Project

      Kerstin Niederauer-Kopf , Managing Director, AGF Videoforschung

      For years the market has been looking for a cross-media measurement solution to break up silos. AGF as the JIC providing the video measuring standard in Germany has teamed up with its partners to develop a project to do just that: AGF’s pilot project X-REACH, an innovative cross-media measurement framework, published its first results this summer.

    • 16:10

      Integrating BVOD into an online currency

      Heather White, Director, Digital Measurement, Ipsos Australia

      Ipsos iris has collaborated with OzTAM, to deliver a currency offering a total audience measurement viewership across big and small screens. Heather outlines the difficulties encountered along the way, what it means for content owners and how it helps re-position broadcast television in the digital media landscape.

    • 16:20

      The ultimate balancing act: working towards cross-media measurement while maintaining stability for the TV market

      Co-presenters

      Patricia Sonius, Research Director, NMO

    • & Liesbeth Nekkers, Head of Client Service, Kantar Media NL

      In the last two years NMO, the initiative of Dutch media research JIC’s, has been working towards the world’s first truly integrated audience measurement programme. The recent launch of the new TAM service is a major step towards this integrated system. What were the challenges faced introducing this new currency, such as the transition from one set of ratings to the other, and the set-up of a new panel during a pandemic? What have we done to keep the measurement relevant for teenagers and children?

    • 16:30

      Right place, right time

      Pat Pellegrini, President and CEO, Vividata

      With research-focused leadership and an expanded mandate to measure digital and cross-media audiences in Canada, Vividata will outline how it has transformed from a primarily print measurement JIC to break new ground in cross-media measurement.

    • 16:40

      Panel session

      Speakers from today’s final session take questions from the floor.

    • 17:10

      The 2023 Tony Twyman Award for Radio & Audio

      This annual award, together with 1000 euros, is presented to the conference paper that makes the best contribution to a greater understanding of Radio & Audio and its audiences. The award is kindly sponsored by dataBreeders.

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    • 17:15

      Close of day

    • after the conference...

      asi Network Social

      Drinks Reception

      Delegates and speakers are invited to join us for the asi Network Social drinks reception immediately after the close of the day. The reception will be held in the Azur Room directly opposite the conference room, and is kindly sponsored by Ipsos.

    • Session Thursday morning
    • Date Thursday 9th November 2023
    • Time 09:00-12:50
    • 09:00

      Chair's opening remarks

      Lucia Antal, Head of Research and Development, PRO TV

    • 09:05

      Patrick Béhar in Conversation with Omar Oakes

      Patrick Béhar, Global Chief Executive Officer, Kantar Media

    • Omar Oakes, Editor-in Chief, The Media Leader

      Including time for questions from the floor.

    • 09:25

      The streaming outlook: a financial update

      Ian Whittaker, CEO, Liberty Sky Advisors

    • 09:40

      Q&A with Ian Whittaker

    • Cross-platform content strategy

    • 09:50

      Charting the course for content measurement at NBCU

      Lisa Heimann, EVP Analytics Insights and Measurement, NBCUniversal

      NBCU continues to work with numerous measurement vendors to evolve capabilities in support of content measurement. As this is an industry issue, NBC is working through CIMM to lead a content working group with representatives from multiple companies to support data-driven content decision-making around content strategy, development and creation, content sales and acquisition, scheduling/windowing, marketing and more.

    • 10:05

      Data, streams and everything in between

      Rachel Shaw, Portfolio Head of Audiences, Content, BBC

      Rachel will outline how the new BARB data has been a revelation at the BBC and now sits alongside in-house analytics to enable a creative and transformative approach to data and insight.

    • 10:20

      Content co-existence: the value proposition of multiple platforms

      Brian Fuhrer, SVP Product Strategy and Thought Leadership, Nielsen Global

      Content exclusivity (programme episodes existing in only one place) was once a given across the television landscape. Now, the valuation of content licensing is developing into its own parallel currency, shattering the myth that an episode can only be sourced to one platform at a time and unlocking new options for both content owners and linear and streaming programmers. What are the ground rules for success and what are the pitfalls to be avoided?

    • 10:35

      How will media evolve for the queerest generation?

      Stacie de Armas, SVP, Diverse Intelligence and Initiatives, Nielsen

      Media and advertising have made progress with inclusive content – we have dedicated LGBTQ+ platforms, and mainstream networks have shows and characters that are more inclusive. Progress has been made, but there is more to do. Gen Z is ‘the queerest generation ever’, and they demand that content accurately portrays their lifestyles. What does this mean for the future of media and advertising?

    • 10:50

      Panel session

      Speakers take questions from the floor.

    • 11:20

      Coffee

      & a chance to network

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    • 11:50

      One size doesn’t fit all: an analysis of international trends and opportunities

      Co-presenters

      Evgenia Molchina, International Business Development Director, Kantar Media

    • & Laurence Chausson, International Business Development & Key Account Director, Kantar Media

      Changes in viewing behaviour, especially co-viewing, differ to a great extent across markets. Shifting patterns of viewing behaviour across platforms/delivery forms paint an even clearer picture of these differences.

    • 12:00

      Content valuation: breaking the code of audience demand

      Amit Devani, Director of Insights EMEA, Parrot Analytics

      In a world where quality content reigns supreme, understanding its true value is essential. Amit will outline the innovative approach that captures audience interactions across various touchpoints to create a comprehensive measure of demand for content worldwide.

    • 12:10

      Navigating an ocean of uncertainty

      Florent Carême, Head of Research & Products, Glance

      With the new shift in TV and video consumption habits, what are the main challenges and opportunities for traditional broadcasters and the pure-play digital challengers?

    • 12:20

      To stream or to scroll? How TikTok is changing the Asian media landscape

      Anthony Dobson, Managing Director, AMPD Research

      This study fuses continuous passive panel audience measurement data with recontact survey results to track TikTok’s meteoric rise and its influence on media consumption behaviours in Asia, including real time shifts in digital user engagement. The study explores motivations, brand perceptions, and advertising model preferences among TikTok users and non-users, and how Asian digital consumers compare with those in the United Kingdom.

    • 12:30

      Panel session

      Speakers from this morning’s final session take questions from the floor.

    • 12:50

      Lunch

      & a chance to network

    • Session Thursday afternoon
    • Date Thursday 9th November 2023
    • Time 14:00-17:20
    • What do advertisers really want from measurement?

    • 14:00

      Chair's opening remarks

      Brian Jacobs, Founder and CEO, BJ&A

    • 14:05

      New measures to improve effective communications

      Peter Grant, Head of Media Analytics, Boots UK

      A major UK advertiser, Boots has always focused on the efficiency with which the business
      spends its marketing budget. As the media landscape has become more complicated and fragmented, the company has introduced new measurement techniques to sit alongside currency measures and ensure the greatest possible effectiveness for its commercial messaging.

    • 14:15

      How audience measurement can help put advertisers back in charge

      Nick Manning, Founder of Encyclomedia International and Non-Executive Chair of Media Marketing Compliance

      Audience measurement should be focused on contributing to accurate and reliable measurement of effectiveness. This goes beyond the provision of currencies. Currencies are a downstream discipline that were highly relevant within the traditional media model but are less so now. Today, audience measurement provides a vital input into highly complex models that analyse vast amounts of data from many different sources. Audience measurement should move upstream. Cross-platform measurement should provide an accurate picture of ad exposure and contribute to effectiveness measurement.

    • 14:25

      We will say goodbye to our beloved currencies, but not without first agreeing on the alternatives

      Johan Smit, Director, PMA/Platform Media Adviesbureaus

      Not even linear TV ratings are generated from one single measurement source anymore. We should agree on a standard for metrics and reporting. The value should be determined by the market. But let’s not dilute the challenging (and muddy) discussion with attention, engagement or other more subjective or highly circumstantial ‘metrics’.

    • 14:35

      Panel session

      Speakers from this afternoon’s opening session take questions from the floor.

    • Opportunities with first-party data

    • 14:55

      Piano in the orchestra: measuring our influence on advertisers’ outcomes

      Sameer Modha, Technical Lead, Measurement Innovation Team, ITV

      Outcome-based platform ad products have transformed media investment. Money is going to outcomes instead of audiences; in fact, many media buyers today don’t care about audience at all, other than perhaps as an initial hypothesis. But TV still influences those buys and outcomes and ITV’s new(ish) Measurement Innovation Team is developing tools to measure that value, at scale, for all our advertisers. Find out about the progress we’ve made so far and the mountain that’s left to climb.

    • 15:05

      MMM is changing

      Grace Kite, Economist and Founder, Magic Numbers

      Based around specific client data, both privacy safe and delivering actionable outcomes, market mix modelling (MMM) is enjoying something of a renaissance, whilst at the same time attracting data scientists more used to analysing online marketing activities. Not all market mix models are equal and there are dangers in assuming that they are.

    • 15:15

      Unleashing the power of data collaboration on CTV

      Daan Onland, Director of Sales, Benelux & Nordics, InfoSum

      The deprecation of cookies presents a tremendous opportunity for broadcasters who tend to be data rich. Clean rooms provide the opportunity to resolve the risk/trust issues involved with traditional matching and enable targeting for brands and retail media.

    • 15:25

      Privacy-enhancing tech and its use for marketing effectiveness measurement

      Co-presenters

      Timo Thomsen, Head of Measurement & Signals EMEA, Meta

    • & Alfonso Calatrava Fernandez, Third Party Measurement Lead, EMEA, Meta

      The presentation will review a range of privacy-enhancing technologies and their advantages and disadvantages: secure multi-party computation (‘private lift’); trusted execution environments (data clean rooms, but #interoperability); on-device learning (sandboxes); differential privacy. Timo will explain the practical application of privacy-enhancing tech with a case study example.

    • 15:35

      Panel session

      Speakers from this afternoon’s second session take questions from the floor.

    • 16:00

      Coffee

      & a chance to network

    • Are we paying attention?

    • 16:30

      Attention Metrics: ready for prime time?

      Andy Brown, CEO, The Attention Council

      Attention metrics over the last couple of years have become widespread in their use across the ‘buy-side’ of the industry and a growing number of media vendors. Andy will bring the audience up to date with the latest developments from a validation perspective, whilst highlighting the potential roadmap for development across different media channels.

    • 16:40

      Beyond visual attention

      Co-presenters

      Nora Schmitz, Head of Audience Measurement and Media Development, Ipsos Italy

    • & Catarina Sismeiro, Managing Director, Annalect (an OMG Company)

      Despite the growing interest and now indisputable relevance of attention for an efficient and effective communication plan, the market has yet to develop a fair and consistent definition of the relevant metrics. As a result, the industry lacks a unified, scalable and transparent approach to attention measurement. OMG and Ipsos have set out to change this and have carried out the first structured Italian study that goes beyond the current definition and measurement of visual attention.

    • 16:50

      The FAST advantage: why Free Ad-supported Streaming TV is the new audiovisual advertising opportunity

      Tim Mulligan, EVP and Research Director, MIDiA Research

      Tim explores the role of contextual advertising and the similarities between FAST consumption and traditional commercial radio consumption. Are there emerging innovation opportunities for advertising which could be impactful for both FAST and linear audio consumption models?

    • 17:00

      Panel session

      Speakers from this afternoon’s final session take questions from the floor.

    • 17:20

      Close of Day

    • Session Friday morning
    • Date Friday 10th November 2023
    • Time 09:00-12:00
    • 09:00

      Chair's opening remarks

      Richard Asquith, Richard Asquith Consulting

    • 09:05

      Karthik Rao in Conversation with Omar Oakes

      Karthik Rao, CEO, Nielsen

    • Omar Oakes, Editor in Chief, The Media Leader

      Includes time for questions from the floor.

    • Advances in cross-screen measurement

    • 09:25

      A new TV currency in France on all screens, all locations and platforms

      Co-presenters

      Alexandra Simpelaere, Product Manager Cross-Media and Platform Measurement, Médiamétrie

    • & Julien Rosanvallon, Executive Vice President, Médiamétrie

      In January 2024, Médiamétrie will launch a measurement that truly captures all existing broadcasters’ content and ads, including what’s happening on online screens at home as well as non tv homes. This important change will transform the ad currency and be available in all planning tools. Such a change is both a technical challenge and a major shift for the advertising market.

    • 09:35

      Strategic use of 4-screen measurement

      Co-presenters

      Frederik Barnholdt, Head of Market & Performance Measurement, TV2 Danmark, and Chair of Danish MOC

    • & Chantale Coulombe, Denmark Market Leader, Nielsen

      How has the new Total Audience Measurement in Denmark allowed strategic decisions and optimisation of the viewing across four screens from the commercial broadcaster’s point of view?

    • 09:45

      Total TV Ad Measurement in Finland gets real: learnings from the frontline of ad server data

      Co-presenters

      Riina Aho, Appointed Director of TTVAM, Screenforce Finland

    • & Andrea Mezzasalma, Founder and CEO, dataBreeders

      The recently-launched TTVAM Finland service is arguably at the forefront of a generation of cross-platform TV currencies that leverage a combination of TAM panel and census ad-server data. Andrea and Riina will share learnings from ad server data that may guide other industry bodies or consortia who are exploring similar initiatives.

    • 09:55

      Panel session

      Speakers from this morning’s opening session take questions from the floor.

    • 10:20

      Coffee

      & a chance to network

    • New challenges, innovative techniques

    • 10:50

      Introducing hybrid measurement into nine African countries

      Co-presenters

      Pierre-Paul Vander Sande, SVP Advertising Strategy, Canal+ International

    • & Arnaud Annebicque, Managing Director of MetricLine, Médiamétrie

    • & Houda Bakkali, International Business Director, Médiamétrie

      This presentation outlines how the use of Return Path Data from Canal+ customers’ boxes provide the ‘household audience’ which is transformed into individual audience ratings by means of an additional declarative survey. Set-top box usage logs are converted into individual audience ratings published weekly and with ratings day by day, minute by minute, programme by programme.

    • 11:00

      Traditional measurement innovates to meet market needs

      Co-presenters

      Justin Ang, Assistant Chief Executive for Media, Innovation, Communications & Marketing, IMDA/Infocomm Media Development Authority

    • & Giacomo Catanoso, Commercial Director Asia, GfK

      In 2021, after five years of running Integrated TAM measurement, IMDA issued a challenge to the industry for a solution to extend the reach and scope of the TAM currency: following content across all platforms and screens and adding a focus on audience engagement and attitudes to content. This project provides an example of creating innovation within a TAM currency in response to changing market demands.

    • 11:10

      Content multiscreen travelability: TV consumption beyond the TV screen

      Co-presenters

      Houda Koussa, Research Consultant and Owner, Archers

    • & Ziad Skaff, Director of Group Research and Audience Intelligence, MBC Group

      In 2022, the Media Rating Company (MRC) in Saudi Arabia launched the KSA TAM project to passively measure in-home media consumption on TV sets, both linear and streaming. The main KSA TAM findings were revealing and showed lower TV consumption in comparison to the historical CATI study. Detailed research by MBC followed to understand the nature and driver of the differences, and the broader TV content consumption, to pave the way for the development of a multi-platform group strategy.

    • 11:20

      Cross-platform TV campaign measurement in Switzerland

      Mirko Marr, Head of Research, Mediapulse AG

      In October 2022 the Swiss TV market launched Replay Ads, e.g. addressable ads delivered via set-top boxes. Based on the already established hi-res TV approach, Mediapulse developed a research design to measure reach and frequency of these Replay Ads and to combine it with data from traditional TV campaigns. Mirko describes the methodological approach, addresses the challenges of cross-platform research and presents first results of the integral tv campaign measurement.

    • 11:30

      Panel session

      Speakers from this morning’s second session take questions from the floor.

    • 12:00

      Lunch

      & a chance to network

    • Session Friday afternoon
    • Date Friday 10th November 2023
    • Time 13:15 -16:00
    • 13:15

      Chair's opening remarks

      Richard Marks, Research Director, asi

    • New developments in measurement

    • 13:25

      Who wants to catch all the audience for major events?

      Co-presenters

      Olivier Daufresne, Associate Director, CESP

    • & Emil Pawłowski, Chief Product Officer, Gemius

      Whilst much industry effort is directed towards problems in cross-media and cross-platform measurement of video content, broadcasters also recognise the importance of reliable measurement of out-of-home audiences. A recent audit of these services in France, Russia and Poland demonstrates the benefits to the whole measurement community and the presentation outlines the issues to address when setting up such a service.

    • 13:35

      Unification of the entire TV omnichannel experience with UNIe technology

      Joanna Drews, Co-Founder and President, HyphaMetrics

      As the walled garden walls grow taller, a source of truth is required to understand viewership across those barriers. With an equivalent understanding of viewership across every single possibility, a path to data interoperability can be achieved. However, that source of truth can only be achieved with proper single-source measurement of individuals inclusive of their entire TV omnichannel and personal device viewership. HyphaMetrics’ proprietary solution achieves just that, without the reference to schedules which has held the industry back from being able to measure streaming.

    • 13:45

      Clean Rooms 101

      Ian Garland, Managing Director, Milton Data

      Worldwide, TV operators are starting to harness a range of technology services to bring addressable advertising solutions to traditional broadcasters. Into the world of GDPR obligations, real-time bidding and yield management comes the promise of even more efficiency through use of first-party data linked, anonymously in a clean room, to data from one or more third parties. Ian outlines an overview of the new TV advertising eco-system, best practices for data matching and insights from a survey of broadcasters in Europe and Asia-Pacific.

    • 13:55

      Panel session

      Speakers from this afternoon’s opening session take questions from the floor.

    • 14:15

      Coffee

      & a chance to network

    • Cross-media measurement: standards and metrics

    • 14:45

      Breaking new ground: how co-creation is making cross-media measurement a reality in Latin America

      Antonio Wanderley, CEO, Kantar Ibope Media

      Markets in Latin America are moving from talk to action! In the last twelve months TikTok and Netflix have signed-up to audience measurement services, Google has joined forces with TV networks in an industry consultation designed to enrich media planning and over 50 advertisers have adopted unified campaign performance measuring broadcast, social and video-sharing properties. How have these milestones been achieved in Brazil?

    • 14:55

      Cutting through the noise

      Justin Sampson, CEO, Barb Audiences

      Meeting buy-side needs for cross-platform reporting requires a joint-industry single measurement standard, consensus on reporting metrics and practical access to data. In response to an industry-wide consultation, Barb has committed to reporting content people watch on YouTube and other video-sharing platforms. Reporting these audiences should be based on equivalent data — both in terms of audience metrics and transparency on editorial environment.

    • 15:05

      Meaningful momentum on the path to cross-media measurement

      Ryan Stonehouse, Director of Global Insights & Planning at YouTube, Google

    • 15:15

      Navigating the perfect storm: transparency and standards in tumultuous times

      Co-presenters

      Jonathon Wells, SVP Measurement Standards, Governance and Compliance, Nielsen

    • & Chris O'Hearn, Project Director, 3M3A

      Audience measurement techniques are rapidly evolving to incorporate multiple data sets including big data sources and panels. Generally accepted measurement standards and the audit processes and metrics necessary to substantiate them have not kept pace. Meanwhile: clients are demanding more transparency and greater assurances of quality from measurement providers in an ever-fragmenting, and methodologically complex operating environment; measurement companies are looking to understand, anticipate and achieve the yardsticks by which their products will be assessed; and auditors need to come up with new examination and discovery techniques that satisfy the clients’ needs for assurance in a scalable, replicable and efficient way.

    • 15:25

      Panel session

      Speakers from today’s final session take questions from the floor.

    • 15:55

      The 2023 Tony Twyman Award for Television & Video

      This annual award, together with 1000 euros, is presented to the conference paper that makes the best contribution to a greater understanding of Television & Video and its audiences. The award is kindly sponsored by dataBreeders.

       

       

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    • 16:00

      Close of Conference