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Monday, September 23

7:30 AM
Registration Opens
OMMA GLOBAL MAINSTAGE MORNING SESSION ... in the 6th floor Networking Pavillion
8:45 AM
Opening Remarks
MC
Chuck Martin, Bestselling Author and Columnist, MediaPost
9:00 AM
Part of AT&T's evolving brand mission is to help customers understand the benefits of personal technology and its ability to improve their daily lives in a fast-pace, cluttered, real-time world. Through simplified marketing efforts like "Rethink Possible," humanization of the brand identity and tone of voice across the company and across all consumer interactions, and the spearheading of "It Can Wait" (a major national movement to pledge against texting while driving), AT&T is endeavoring to position itself as a trusted companion to managing the chaos. Esther Lee, SVP Brand Marketing, explains how the company is capitalizing on everything from content marketing to March Madness on Twitter to brand itself not just as the fastest network but also as the one that wants to mobilize a world that works for people.
Keynote
Esther Lee, SVP Brand Marketing & Advertising, AT&T
Interviewer
Barbara Lippert, MediaPost Columnist
9:30 AM

Don’t be distracted by that bright, shiny Oreo moment. The impact of “real-time” on all corners of a marketer’s world goes far beyond quick wit during Super Bowls. Rapid response, real-time data moving and changing every decision on the fly and the need for persistent flexibility is transformative to marketing as we have known it. Virtually every digital buzzword this year, from “big data” to “programmatic buying,” “social media authenticity” to “always-on mobility” all share a common root in technologies driving real time inputs and demanding split second responses. What happens to strategic planning, messaging, staffing and the entire marketing organization in an age of relentless real time interaction with customers and markets, when high level decisions need to be made yesterday? How do you iterate, optimize, automate without becoming a slave to rapid response? 

Moderator
Nancy Hill, President-CEO, AAAA
PanelistS
Porter Gale, Advisor, Author/Consultant
Lori Hiltz, CEO, Havas Media North America
Alexis Maybank, Founder, Chief Strategy Officer, Gilt Groupe
Lisa Shalett, Head of Brand Marketing & Digital Strategy, Goldman Sachs
10:15 AM
... in the 6th floor Networking Pavilion
10:30 AM
Sponsor Workshops

Storytelling, Sharing and Smarter Content: How to Create More Brand Discovery and Advocates Using Smarter, Sharable Stories

As the classic one-way marketing campaign continues to fade, interactive, real-time sharing and storytelling strategies are becoming critical for savvy marketers striving to engage with targeted customers they want to discover their brand and become loyal advocates.  Russ Mann, CEO and founder of Covario and Rio SEO, will address the value of storytelling, how brand content gets shared, and why most storytelling today is “dumb.  He’ll also present a framework for “smarter content,” encompassing the 4F’s of getting found, friended, followed, and forwarded, along with a template for  smarter content execution based on a  four-stage Smarter Content Lifecycle template.  Russ will offer insights on how to execute smarter content in real-time, in addition to critical KPIs for smarter, shareable storytelling.

Attend this workshop and learn:

  • How to evolve from the classic marketing campaign approach to real-time, storytelling marketing strategies
  • How to use “smart content” to drive greater brand engagement, targeted customer loyalty, and new discovery marketing opportunities
  • Ten tips for making brand content smarter and using storytelling strategies to achieve marketing success
  • Critical KPIs that marketers can integrate into their real-time interactive marketing metrics
Presenter: Russ Mann, CEO and Founder Covario and Rio SEO

Russ Mann is chief executive officer and founder of Covario and Rio SEO. Under his leadership, Covario now has a high-performance team of over 250 members globally and a client portfolio of more than 70 Fortune 500® and Internet 1000 advertisers representing over 1,000 brands and websites. With this distinguished team and outstanding client roster, the company has won every award and accolade in the business from organizations such as Forrester, Ad Age, AlwaysOn, ad:tech, Gartner & 1to1 Media, Interactive Advertising Bureau, Search Engine Strategies and Search Engine Watch. Russ was voted San Diego’s 2010 Ernst & Young Entrepreneur of the Year in the Emerging Business category and the company was listed in the top 25 mid-sized businesses to work for in San Diego. Russ earned an MBA from Harvard Business School and a BA in Asian Studies from Cornell University.
11:00 AM
Sponsor Workshops
11:00 AM

Strategies for Adapting to the Shifting Search Landscape

We don’t search the same way we did just a few years ago. Consumers want answers to questions and responses to phrases in real-time. They’ve moved beyond entering one or two keywords into a search engine. This change of behavior has shifted the search landscape for advertisers, business owners and publishers. Keyword matching is becoming less important due to its limited ability to understand context and content, whereas semantic search is based on concepts and is, therefore, more likely to understand the searcher’s intent. New search tools have emerged to help online publishers and marketers connect users to the content, products and services they desire within their areas of interest – in real-time, across vertical industries, online and on mobile. Companies that recognize, and take advantage of, the power of semantic search today will be miles ahead of their competition tomorrow, as the world of search engine marketing continues to evolve.

Attend this Workshop and Learn:

  • Shifting trends in search technology and how these technologies are impacting advertising: vertical search, entity search and semantic search. 
  • How to evolve the traditional search marketing strategy to a strategy that makes sense new “semantic” search work to drive greater engagement and relevance with consumers. 

Presenter: Colin Jeavons, CEO, Vertical Search Works

Colin Jeavons is the CEO of Vertical Search Works, a search technology company that leverages its services to deliver more valuable results for advertisers, publishers, and consumers across targeted vertical industries. He has over 20 years of experience in the publishing and technology industries. Prior to his current position, Colin was CEO of Parliamentary Communications and had launched the most successful political site in the UK, ePolitix.com. Colin served as founder and CEO of FirstLightERA before merging with Convera Corporation to create what is now known as Vertical Search Works.
11:30 AM
Razorfish CEO Pete Stein kicks off OMMA Display on a practical note. How should planners and buyers best navigate the dizzying array of choices now on their dashboards to get the most from the display ecosystem. And then we sit down for a conversation with ad agency veteran and now Weather Channel Global CRO Curt Hecht to discuss how his brand is successfully pulling all the levers of display. From premium to programmatic, data solutions to in-app innovations and mobile video, TWC demonstrates the power of dominating a vertical.
KeynoteS
Curt Hecht, Chief Global Revenue Officer, The Weather Company
Pete Stein, Global CEO, Razorfish
12:15 PM
Are premium publishers online just kidding themselves about their business models at this point? Close to a quarter of inventory is now running through RTB platforms, another third through networks and barely 40% via direct sales. Audiences are so cheap and more easily assembled at scale via demand side platforms, how much of a future for how many major players is there left for the marquee media brands? We ask buyers and sellers to reflect on whether the media models of the last century can really survive the press of the new ad tech machine.
Moderator
Stephanie Grossman, SVP, Business Development, Adomic
PanelistS
Lung Huang, VP of Digital Advertising, Global Partnerships, dunnhumby
David Jacobs, SVP, AOL Networks
Christine Peterson, US Group Media Director, MRY
Tracy Raiser, SVP, Sales, About.com
Jay Seideman, US Director of Targeting and Exchange Team, Microsoft
1:00 PM
Join MediaPost and OMMA speakers at our networking lunch on the south balcony overlooking the Networking Pavilion (separate ticket purchase required)..

Or, lunch on your own at one of the many restaurants in and near the hotel.
____________________________________________________________________

1:30 PM
Sponsor Workshops
1:30 PM
OMMA GLOBAL MAINSTAGE AFTERNOON SESSION ... in the 6th Floor Networking Pavilion
2:00 PM

A candid conversation with Miles Nadal, CEO of MDC Partners, about running organiz--ations that run as fast as consumers.

Keynote
Miles Nadal, Chairman & CEO , MDC Partners Inc.
Facilitator
Joe Mandese, Editor-in-Chief, MediaPost
2:30 PM

Real-time advertising may have begun with media, but now it’s transforming all of Madison Avenue -- from research, data and analytics to the BIg Idea.  How is the modern agency organization adapting to life in an even faster lane, where creative is conceived on-the-fly -- whether it’s Super Bowl blackout moments or live brand “newsrooms” -- and “pre-cognitive” analytics are enabling brands and their agencies to target consumers before they even know they’re consumers? What kind of people, systems and processes are required to conceive, execute and manage campaigns in real-time, including media, creative, content and strategy.

Moderator
Jon Bond, Editor-at-Large, MediaPost
PanelistS
Val DiFebo, CEO, Deutsch NY
Colin Kinsella, CEO, Mindshare NA
Amanda Richman, President, Investment & Activation, Starcom USA
Bryan Wiener, Chairman, Expion
3:15 PM
... in the 6th Floor Networking Pavilion
3:30 PM
Sponsor Workshops

Optimizing Media Buying in RTB – A Case Study

Pixalate CEO, Jalal Nasir, and Gourmet Ads CEO, Benjamin Christie discuss how they've worked together using big data analytics to optimize Gourmet Ads RTB media buys, based on viewability, suspect traffic and performance metrics.

Presenters: 

Jalal Nasir, CEO, Pixalate

Benjamin Christie, CEO, Gourmet Ads

4:00 PM

Every publisher claims to be “going native” and offering more integrated ad solutions for clients that make ads feel like content. And many claim ridiculously high engagement rates as a result. But does it really scale? And does it fit within any sustainable business model for the publishers? Where does this kind of digital advertising really fit within a larger media plan? Can it be part of a larger campaign and serve a specific function? And how are buyers and planners actually valuing these engagements? In other words, we ask media buyers and planners in the space, can “native advertising” ever fit neatly into the larger program?

Moderator
Stacy Minero, Leader, Content Marketing, Mindshare
PanelistS
Rich Antoniello, CEO, Complex Media
Michael Cole, Head of Sales and Strategy, Reddit
Eric Korsh, SVP, Brand Social & Content, DigitasLBi
Tom Pettus, VP/Creative Director, INNOCEAN USA
Samantha Skey, Chief Revenue Officer, SheKnows
4:45 PM

An entire ad economy and infrastructure has been built on the premise of third party cookies tracking, accumulating and easily passing user data across partners, exchanges and trading desks. But as browsers start shutting tracking off by default, privacy experts and industry reps start parsing the real meaning of “Do Not Track” and much of Internet usage is migrating to cookie-unfriendly mobile platforms anyway, is it time to rethink this? What is the state of the argument now among industry reps like the IAB and watchdogs and regulators? Should the ad supply chain be looking for post-cookie solutions that preserve privacy and allow true cross-platform targeting? 

Moderator
Wendy Davis, Senior Writer, MediaPost
PanelistS
James Green, CEO, Magnetic
Marc Groman, Executive Director, General Counsel, Network Advertising Initiative
Rod Hook, Co-founder and CTO, Dstillery
Colin Jeavons, CEO and President, Vertical Search Works
Dave Reed, SVP, Revenue Operations, Mediamath
5:30 PM
Join us at the OMMA Video Lounge in the Networking Pavilion for drinks to celebrate the opening day of the 2013 OMMA Shows at Advertising Week. FREE to all OMMA Global attendees and OMMA Awards ticket holders.
Celebrate the best online creative work of 2013 with the best agencies in the business. Cocktails, Dinner, Awards and Amazing Work.
Individual Tickets and Tables available for purchase. More info.
*Separate Registration Required.

Tuesday, September 24

7:30 AM
Registration Opens
OMMA GLOBAL MAINSTAGE MORNING SESSION ... in the 6th Floor Networking Pavilion
8:45 AM
For the most recognizable brand on the planet, compelling stories are even more important but more challenging in an always on, interconnected global marketplace. Using examples of campaigns from around the world, Coca-Cola Chief Marketing Officer Joe Tripodi demonstrates how digital media, real time interactions and data help the brand think globally but act locally. From ground-breaking connected soda dispensers that literally connect village squares on different sides of the planet to massive social network presence that converses live with customers everywhere, Coca-Cola is fulfilling a brand promise. It is showing how great brands engage, share, listen and create authentic conversation, have a strong point of view, lead culture and travel seamlessly across all networks and channels.
Keynote
Joe Tripodi, Executive Vice President and Chief Marketing and Commercial Officer, The Coca-Cola Company
9:30 AM

Today a brand marketer is like a tennis player facing a growing field of opponents...but without the luxury of playing them one at a time. The market is lobbing data constantly from every corner of the court; a marketer has to decide what balls to ignore and which ones to fire back.  In this OMMA brand panel we'll look at how real-time consumer data translates into effective marketing. How do you discern relevant data from dross, delegate that task and act on it fast? How do you use consumer data to talk to people at the right time and place about the products and services they want? What are the implications of mobile and its potential trove of real-time, location and app-based data? How do you use data to develop inspired products and campaigns, and to mold better customer relations? This panel of top brand marketers will open up about their game, and maybe even share some of their very own data.

Moderator
David Edelman, Partner, Marketing & Sales Practice, McKinsey & Company
PanelistS
Jody Ford, Head of US Relationship Marketing, eBay
Faisal Masud, Executive Vice President of Global eCommerce, Staples
Chris McCann, President, 1-800-FLOWERS.COM
Tom Salkowsky, Department Head MINI Marketing, MINI USA
John Travis, Vice President of Worldwide Brand Marketing, Adobe
10:15 AM
... in the 6th floor Networking Pavilion ...
10:30 AM
Sponsor Workshops
10:30 AM
11:00 AM
Sponsor Workshops

Programmatic Marketing Busts Out of the Exchanges and Goes Direct

Say good-bye to old school thinking. If you think programmatic marketing is restricted to exchange-traded media or confined to direct-response advertising, it's time to take another look. In today's always-on, real-time world, programmatic marketing is enabling brands to deliver the relevant messages and personalized experiences consumers require - across the entire digital media plan.

Are you buying on endemic sites, portals, or other marquee publishers? Join DataXu's Mukund Ramachandran to hear how top brands and agencies are using programmatic marketing to boost engagement and improve ROI on their direct buys.

Presenter: Mukund Ramachandran, General Manager, Brand Advertising Solutions, DataXu

11:30 AM

How much is that data in the window? And how do we know if it is any good, why it costs so much, how well it matches the data we already have? It is time to explore how a rational market emerges in the new data economy. How is value and pricing being set, and by whom? Media buyers often quip that everyone seems to be trading off of the same pool of third party data. So how are these data providers differentiating their wares? How are buyers establishing quality control? Buyers are asking themselves deeper questions about how value and quality are established and the relative value of online, offline, transactional, social, customer service and other inputs. We ask members throughout the supply and buying chain how they are making these calls, differentiating data product and whether there is any hope of getting a more rational marketplace.

Moderator
Pratush Gupta, Partner, Director, GroupM Data & Analytics
PanelistS
Eshwar Belani, VP of Biz Dev & Product, Rocket Fuel
Rick Erwin, President, Experian Marketing Services
Chad Maxwell, SVP, Integrated Insights, Starcom MediaVest Group
Sarah Newhall, EVP and Director of Analytics, Blue State Digital
12:15 PM
Search marketers know data, because performance marketing ties knowledge of specific actions to revenue every day. Social media marketers identify subject matter for the purposes of amplifying conversation or maintaining a relationship. Social media and search have begun to work together in the form of using performance marketing data at the subject matter level to benefit both disciplines. Naturally, marketers would want to start using this information to not only target, but buy and manage paid media placements as well. This discussion will focus on advanced tactics for using subject matter data to help search, social and media buying disciplines work together for a more effective media mix.
Moderator
Kevin Ryan, CEO and Founder, Motivity Marketing, Inc.
PanelistS
Josh Dreller, Director of Marketing Research, Kenshoo
Jeff Ferguson, CEO/Founder, Fang Digital Marketing
Shreya Kushari, SVP, Search Marketing, DigitasLBi
Jon Opdyke, CEO, HookLogic
Joe Weaver, Managing Director, Partner - Trading Desk, Mindshare
1:00 PM
Sponsor Workshop
1:00 PM
Join MediaPost as we honor our Editors' picks for this year's Online All-Stars at our Networking Lunch in the OMMA Social Room (separate ticket purchase required).

Or, enjoy lunch on your own at one of the many restaurants in and near the hotel.
___________________________________________________________________

OMMA GLOBAL MAINSTAGE AFTERNOON SESSION ... in the 6th Floor Networking Pavilion
2:00 PM
Almost a decade ago Tim Westergen and his colleagues invented the technology that would power a fundamental shift in music listening and discovery. With over 70 million monthly users across devices, Pandora may have more real-time contact with more people than any digital media brand. But the challenges to making this work as a business are formidable: competing with Google, Apple and Spotify, stiff royalty arrangements and growing creator demands for pay, and overall pressure on all digital CPMs. Bob Garfield sits down with Pandora’s co-inventor to see how the company innovates a sustainable business model.
Keynote
Tim Westergren, Founder and Chief Strategy Officer, Pandora
Interviewer
Bob Garfield, Columnist, MediaPost
2:30 PM

For the most part, the focus in real-time so far has been on the buy-side, as marketers and agencies scramble to take advantage of opportunities in buying and creative that didn’t exist until very recently. But make no mistake, real-time has real ramifications for publishers even if many of them have long been producing real-time content – in the form of breaking news. How do content producers stay relevant in a world where advertisers want to buy audiences, not content? Should media companies just focus on creating great content and let the advertising component work itself out? Does the shift away from site-based, premium inventory make a subscription model for online media inevitable?

Moderator
Christopher Vollmer, Partner, Global Media and Entertainment Practice, Booz & Co.
PanelistS
Kathryn Kulik, Global SVP, Media Sales, CBS Interactive
Romy Newman, Head of Digital Advertising and Integration, The Wall Street Journal
Neil Vogel, CEO, About.com
Andy Wiedlin, Chief Revenue Officer, BuzzFeed
3:15 PM6th Floor
... in the 6th Floor Networking Pavilion
3:30 PM
Sponsor Workshops
3:30 PM
4:00 PM

The new kid on the RTB block has made quite a splash. The Facebook Exchange brought a massive new load of inventory into the market in the last year, with many early indications of strong performance. But how does this major new presence in display fit within the larger online plan? We ask both buyers as well as Facebook tech partners to identify best practices in executing FBX campaigns, identifying the right categories, creative and objectives to apply here, and how to clarify some of the still-obtuse details of how this platform works in relation to the rest of Facebook opportunities. 

Moderator
Mark Walsh, Reporter, MediaPost
PanelistS
Sabine Cummins, VP of Media, iCrossing
Rob Griffin, EVP, Global Head of Digital, Havas Media
Christopher Hansen, President, Netmining
Scott Shapiro, Product Marketing Manager, Facebook
Robert Spratlen, Sr. Director, Advertiser Solutions, OpenX
4:45 PM

More than 100 billion video impressions will have been sold this year via RTB platforms, according to Forrester, nearly doubling since last year. But is this the way publishers want to have their streaming media brought to market, and can they maintain their premium price advantage here? Are marketers finding the scale and targetability they need in this space yet as publishers test the market with private exchanges? Is the technology and the press for programmatic solutions across platforms driving the market into new models of programmatic premium. And in the end, is all of this a warm up for more automated, auction based approaches to all video, including TV?   

Moderator
Jenna (Umbrianna) Gino, VP, Programmatic Media Director, Affiperf, Havas
PanelistS
Eric Franchi, Co-Founder, Undertone
Neeraj Kochhar, Managing Director, Programmatic, Magna Global
Cheryl Stump, Director of Video, Vivaki Audience on Demand
Erik Swain, SVP, Global Operations, SpotXchange
Celebratethe year’s most innovative and effective advertisements in the realm of digital out-of-home media.
FREE to Celebrate DOOHAall OMMA Global attendees and Digital Out-of-Home Awards ticket holders.
More info.