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Past Agenda When worlds collide all hell breaks loose -- and something like that is happening right now in the media, marketing and advertising industry. The comet that is the Internet has made a deep plunge into the peaceful paradise that was the traditional world of advertising and marketing. No more comfy, predictable growth from quarter to quarter, year to year. In fact, due to multiple new media forms and interactive targeting and efficiency, U.S. total measured media ad volume actually began to shrink in the first half of 2007. The rapid gains of online media are being more than offset by the losses of traditional. To survive or hope to prosper, there's an urgent new imperative to change tactics, practices, partners and business models. You're flying blind, but OMMA can help. For two days in September at Advertising Week in New York, a chance for clarity will emerge. Join us for a rocky ride through the new terrain at the OMMA Conference and EXPO, where the biggest thinkers in the business tackle the biggest challenge business has ever offered. Day 1: Monday, September 24th |
| 7:00am | Registration Opens
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| 8:15am | OPENING REMARKS: The View from Here Nick Nyhan, Founder, Dynamic Logic and OMMA New York Emcee
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| 8:30am | KEYNOTE: Warp Speed: Online Media, Marketing and Advertising by the Numbers SPEAKER: Geoff Ramsey, CEO, eMarketer POWERPOINT: Download the Presentation here. Online ad spending continues to grow at a double-digit pace. Video is causing a stir among large advertisers looking to brand online. Social media sites like MySpace and Facebook are not only grabbing headlines but, now, profits as well. And every week a new whiz-bang technology or online advertising format is introduced with all the fanfare. How can marketers and their ad agencies keep up with the constant torrent of information? Which trends are real and which hyped? Get perspective and an objective look at the key trends you will need to watch in this kick-off session with eMarketer CEO Geoff Ramsey. Hold onto your seats!
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MORNING FOCUS: ONLINE CONTENT |
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| 9:00am | KEYNOTE: How to Survive When Worlds Collide SPEAKER: Eileen Naughton, Director, Media Platforms, Google POWERPOINT: Download the Presentation here. Media fragmentation and proliferating content, new engagement platforms and the search for metrics that matter ... The challenges can seem like omens. But as the line between old and new media dissolves, might everyone stand to benefit? In this session, Google's Director of Media Platforms Eileen Naughton will share insights from her experiences in old and new media and offer strategies for 2008 and beyond.
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| 9:45am | KEYNOTE: Coming Soon to a Screen Near You! SPEAKER: George Kliavkoff, Chief Digital Officer, NBC Universal Promising to hyper-distribute offline video content to over 90% of the Internet, NBCU and News Corp's Hulu.com embarks this Fall on a bold new experiment in online video aggregation and distribution. But how will this high-end challenger to YouTube attract and engage a critical mass of users in today's competitive and fast-changing digital marketplace? How can Hulu's business model best its growing list of competitors? How will traditional media companies drive the user engagement and interactive dialog that advertisers and marketers demand? And, with users empowered as never before, which platforms and content will prevail, and at what price? Who better to tackle these questions than the executive spearheading Hulu.com, NBCU Chief Digital Officer George Kliavkoff, in a lively and candid conversation with former CBS News president Andrew Heyward.
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| 10:15am | CONTENT PANEL: Resolved: In a world of Tiny Bits of Content, Content Ownership may no longer pay. SPEAKERS: MODERATOR: Think about this: Google, Yahoo and MSN are all losing share in percentage of Internet users who visit their sites each day. The Internet pioneers and giants mirror the struggle offline content companies are having -- no matter how fast they run they can't keep up with the interests and attention spans of users/viewers. Time spent with all media is fragmenting steadily across a wider and wider range of branded and user-generated content. Content consumers eschew all agendas and timetables, whether set by network primetime or online portals. Via search, blogs, RSS and countless devices, they know how to drive new content-gathering machines with ruthless disregard for the formats media companies want followed. As users lean into the new media and demand immediate access to shards of content from multiple sources of varying quality, are new media companies destined to follow their old media cousins into a helpless rigor mortis, or, worse, irrelevance? Getting into the user's path and getting attention for minutes at a time with bits and bytes of media is the new mantra. But, is it a model for building media businesses, for supporting new content development, for maintaining brand equity? Can the media industry model really change to accommodate the radically evolving media consumption models?
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| 11:00am | Networking Break and EXPO Opens |
| 11:15am | TRACK SESSIONS Online Content Media Marketing Advertising |
| 12:00pm | TRACK SESSIONS
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| 12:45pm | LUNCHEON SESSION KEYNOTE: How to Market Content as Brand SPEAKER: Eric Kessler, Co-President, HBO With so much content competing for consumers' attention, it has become increasingly important for marketers to find unique ways to immerse people in their brands. It's no longer about finding the latest and trendiest marketing tactic, but rather about interacting with consumers across multiple platforms that work together to communicate the brand message. Hear about HBO's strategy to create new multi-platform online experiences designed to engage consumers in the HBO brand.
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| AFTERNOON FOCUS: MARKETERS | |
| 1:45pm | KEYNOTE: Big Brands -- Big Bang SPEAKERS: John Partilla, President, Time Warner Global Media Group The Cannes Grand Prix winning "Evolution" for Dove demonstrated that online brand building is not only possible, but can be extremely powerful as well. The intersection of broadcast TV and online broadband video has had a profound impact on the way Unilever markets its brands -- setting off a series of web-based video initiatives ranging from a consumer-generated campaign for Dove Cream Oil to Suave's "In the Motherhood." Get the inside perspective from this packaged-goods marketer and one of its media partners on how the Web has transformed the way media companies and Big Brands market to consumers.
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| 2:30pm | KEYNOTE: Online's a Giant Lead-Generation Machine SPEAKERS: David Edelman, EVP, Leader, Strategy and Analytics Practice, Digitas Digital marketing is no longer a distinct discipline. It is central to all marketing. Companies like IBM are embracing new digital tools and techniques at the core of how they need to go to market. Making that pivot is not easy in a large, global company. Ernest and David will describe how IBM is working with Digitas to build new online approaches that drive leads and sales, in ways that meet the rising expectations of sophisticated, digitally-absorbed customers.
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| 3:00pm | MARKETING PANEL: Resolved: For Marketers, it's a Direct Response medium. SPEAKERS: MODERATOR: Two different worlds are colliding online: companies whose traditional approach is massive brand-building advertising with companies whose only advertising is a direct sales pitch. Internet media to date has best served the direct response world, with 80% of dollar spending there. Brand marketing online has hardly even begun. In the first half of 2007, none of the top 10 online advertisers were from the ranks of the top 10 in all-media budgets. The flood tide has been from companies that want to sell stuff NOW through search, email and advanced targeting. There's no way to measure next month's return, let alone next quarter's or next year's from actions marketers take today on the Web. So, brand marketers, in the absence of proof, have largely just stayed away. Yet, the appetite is there to try to use Online's unique communication and interaction power in more important ways. As brand marketing looks poised to ramp up, tensions are growing between the needs of brand and direct response advertising. Yet, there's not enough premium inventory to support the kind of budgets traditionally spent easily on TV. Client companies talk a good game, but remain mired in organizational structures that hinder response in the nimble and flexible way the medium demands. How do you organize to engage in the individual conversations promised by the medium and demanded by the consumer? How does a marketer operate within an environment that is simultaneously global and hyper-targeted, all while the relentless drumbeat for improved ROI keeps average CMO tenure at less than 24 months?
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| 3:45pm | Networking Break and EXPO Visit |
| 4:00pm | TRACK SESSIONS Online Content Media Marketing Advertising |
| 4:45pm | TRACK SESSIONS
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| 5:30pm | OMMA's Kick-off Cocktail Party in EXPO HALL sponsored by AOL |
| 6:30pm | Online All Stars Reception |
| 7:00pm | EXPO HALL closes |
Day 2: Tuesday, September 25th
| 8:00am | Registration Opens
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| MORNING FOCUS: THE AD BUYERS | |
| 9:00am | KEYNOTE: How A Client Does Media POWERPOINT: Download the Presentation here. The direct one-to-one nature of online media is creating a new relationship between brands and consumers, and marketers are beginning to explore new channels, content and messaging that bypass Big Media and agency middlemen, going directly to the end-user. Bud.tv is version 1.0. What will be the next generation of Internet bypass marketing? What will be the impact on advertisers, agencies and the media?
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| 9:45am | KEYNOTE: Long Tails and Old Dogs SPEAKER: Sarah Fay, CEO, Carat and CEO, Isobar U.S. POWERPOINT: Download the Presentation here. Ever since the rise of the Internet, media services have been a bifurcated business on Madison Avenue: big, traditional media planning and buying agencies who controlled the lion's share of client spending; and smaller, nimble digital media shops who were pioneering new methods of accountability that fused direct response and database marketing techniques with the instantaneous engagement power of interactive digial media. Now the ascendancy of the Web has put digital media shops front and center, and at some organizations, in the lead. Will the new media agency makeup be an either/or proposition? Can true, seamless integration be achieved?
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| 10:15am | MEDIA PANEL: Resolved: For Media Agencies, its a world turned upside down. SPEAKERS: MODERATOR: Recently, as a result of some strategic acquisitions, mergers, reorganizations, and the rapid ascent of online and digital media, big media shops are finally integrating digital and analog media operations with new media models taking the lead. It's a world turned upside down and revenge of the techno media nerds as traditional media are being held accountable to digital, interactive, and some might say, direct marketing, standards of immediacy and ROI. Media shops have moved from old school principles like reach and frequency and even newer engagement models to embrace "activation," the new buzz word du jour in Madison Avenue's media circles. As media planners and buyers shift to digital sensibilities what kind of pressure will that put on traditional media to perform? How will it affect the blend of the media mix? What will Media Department 2.0 actually look like? Will haggling over a business lunch-a-day be replaced by negotiating via eBay? Will old dogs truly learn some new tricks?
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| 11:00am | Networking Break and EXPO Visit |
| 11:15am | TRACK SESSIONS Online Content Media Marketing Advertising |
| 12:00pm | TRACK SESSIONS
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| 12:45pm | LUNCHEON SESSION A Conversation: Interviewed by:
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| AFTERNOON FOCUS: THE AD CREATORS | |
| 2:00pm | KEYNOTE: Online and Traditional Creatives Collide: Who Wins? SPEAKER: Alan Schulman, SVP, Executive Creative Director, imc2 Online and offline creative teams are on a collision course as they strive to create transformational ideas for major brand advertisers. Traditional agencies are facing a digital advertising vortex swirling around their creative approaches and creative teams. The digital revolution is changing the flow of ideas and upending the power centers of brand stewardship. Will the creative axis tip? Will online creatives emerge as the transformational force for the client? Or, will the large scale of the traditional campaigns keep traditional creatives on top?
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| 2:45pm | CREATIVE PANEL: Resolved: Mathematically-based tools and optimization tactics on the Web will make Old-School Creatives obsolete. SPEAKERS:
Data is increasingly at the heart of marketing strategies and driving the success of creative executions. But as rich media and video proliferate on the Web, can an algorithm do the entire job? Hear some of the industry's most prominent creative directors talk about how they're addressing the tensions between optimization for clicks and creating truly compelling and enduring consumer experiences. In optimizing for short-term sales, are we missing the big ideas that can build over time? Or, is it all direct response anyway, with limited opportunity for creative expression? Who's making tech meet touch? Can the creative process be optimized too?
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| 3:30pm | Networking Break and EXPO Visit |
| 4:00pm | TRACK SESSIONS Online Content Media Marketing Advertising |
| 4:45pm | TRACK SESSIONS
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| 5:30pm | CONFERENCE ENDS
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| 6:30pm | OMMA Awards |