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Monday, September 23
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?
- Nancy Hill, President-CEO, AAAA
- Porter Gale, Advisor, Author/Consultant @portergale
- Lori Hiltz, CEO, Havas Media North America @HavasMediaUSA
- Alexis Maybank, Founder, Chief Strategy Officer, Gilt Groupe @giltfounder, @Gilt
- Lisa Shalett, Head of Brand Marketing & Digital Strategy, Goldman Sachs @GoldmanSachs
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
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.
Strategies for Adapting to the Shifting Search LandscapeWe 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.
- Stephanie Grossman, SVP, Business Development, Adomic @stephanie_g3
- Lung Huang, VP of Digital Advertising, Global Partnerships, dunnhumby @Lung_Huang
- David Jacobs, SVP, AOL Networks @davidjacobslive
- Christine Peterson, US Group Media Director, MRY @crpete01
- Tracy Raiser, SVP, Sales, About.com
- Jay Seideman, US Director of Targeting and Exchange Team, Microsoft @JaySeideman
Or, lunch on your own at one of the many restaurants in and near the hotel.
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.
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.
Jalal Nasir, CEO, Pixalate
Benjamin Christie, CEO, Gourmet Ads
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?
- Stacy Minero, Leader, Content Marketing, Mindshare @slminero
- Rich Antoniello, CEO, Complex Media @ComplexMag
- Michael Cole, Head of Sales and Strategy, Reddit @reddit
- Eric Korsh, SVP, Brand Social & Content, DigitasLBi @erickorsh
- Tom Pettus, VP/Creative Director, INNOCEAN USA @tompettus
- Samantha Skey, Chief Revenue Officer, SheKnows @samskey7
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?
- Wendy Davis, Senior Writer, MediaPost
- James Green, CEO, Magnetic @JamesANGreen
- Marc Groman, Executive Director, General Counsel, Network Advertising Initiative @The__NAI
- Rod Hook, Co-founder and CTO, Dstillery
- Colin Jeavons, CEO and President, Vertical Search Works @vswfeaturelink
- Dave Reed, Managing Director, EMEA, MediaMath @MediaMathEMEA
Individual Tickets and Tables available for purchase. More info.
*Separate Registration Required.
Tuesday, September 24
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.
- David Edelman, Partner, Marketing & Sales Practice, McKinsey & Company @McKinsey, @davidedelman
- Jody Ford, Head of US Relationship Marketing, eBay
- Faisal Masud, Executive Vice President of Global eCommerce, Staples @Staples
- Chris McCann, President, 1-800-FLOWERS.COM
- Tom Salkowsky, Department Head MINI Marketing, MINI USA @MINIUSA
- John Travis, Vice President of Worldwide Brand Marketing, Adobe
Programmatic Marketing Busts Out of the Exchanges and Goes Direct
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
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.
- Pratush Gupta, Partner, Director, GroupM Data & Analytics @pratush
- Eshwar Belani, VP of Biz Dev & Product, Rocket Fuel
- Rick Erwin, President, Experian Marketing Services @ExperianMktg
- Chad Maxwell, SVP, Integrated Insights, Starcom MediaVest Group @starcom_usa
- Sarah Newhall, EVP and Director of Analytics, Blue State Digital @snew0112
- Kevin Ryan, CEO and Founder, Motivity Marketing, Inc. @KevinMRyan
- Josh Dreller, Director of Marketing Research, Kenshoo @Kenshoo, @MediaTechGuy
- Jeff Ferguson, CEO/Founder, Fang Digital Marketing @countxero
- Shreya Kushari, SVP, Search Marketing, DigitasLBi @shreyakushari
- Jon Opdyke, CEO, HookLogic
- Joe Weaver, Managing Director, Partner - Trading Desk, Mindshare @Mindshare_NA
Or, enjoy lunch on your own at one of the many restaurants in and near the hotel.
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?
- Christopher Vollmer, Partner, Global Media and Entertainment Practice, Booz & Co. @chrisvollmer
- Kathryn Kulik, Global SVP, Media Sales, CBS Interactive @CBSi
- Romy Newman, Head of Digital Advertising and Integration, The Wall Street Journal @romynyc
- Neil Vogel, CEO, About.com @neilvogel
- Andy Wiedlin, Chief Revenue Officer, BuzzFeed @acwiedlin
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.
- Mark Walsh, Reporter, MediaPost
- Sabine Cummins, VP of Media, iCrossing @SabineNatasha
- Rob Griffin, EVP, Global Head of Digital, Havas Media @telerob
- Christopher Hansen, President, Netmining @Netmining
- Scott Shapiro, Product Marketing Manager, Facebook
- Robert Spratlen, Sr. Director, Advertiser Solutions, OpenX @OpenX
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?
- Jenna (Umbrianna) Gino, VP, Programmatic Media Director, Affiperf, Havas
- Eric Franchi, Co-Founder, Undertone @ericfranchi
- Neeraj Kochhar, Managing Director, Programmatic, Magna Global @MAGNAGLOBAL
- Cheryl Stump, Director of Video, Vivaki Audience on Demand
- Erik Swain, SVP, Global Operations, SpotXchange @swainsays