MediaPost – OMMA Global at Advertising Week

8:00 AM

Registration Opens

8:55 AM

OMMA GLOBAL MAINSTAGE MORNING SESSION

9:00 AM

After Radical Digital Change ...

9:15 AM

Keynote Conversation with Tim Armstrong, CEO of AOL

9:45 AM

OMMA Global Panel: After Radical Digital Change, What Is Advertising?

Ah ... the answer to the question "What is Advertising?" used to be so easy: An ad was a carefully-crafted, outbound message that adhered to a format with very strict boundaries. It was a 30-second TV commercial, or a two-page magazine spread, that, though directed at consumers, didn’t really involve input from them. Fast forward to 2012, and the definition of an ad is completely amorphous, including the question of who gets to create it. While plenty of traditional ads still exist, a contemporary ad could also be a popular hashtag on Twitter, a sponsored event or a video that goes viral. It could be created by an advertiser or agency or be a crowdsourced meme that simply takes off. Or it could be a wonderful customer experience ... which, when shared via social media, becomes one of the most powerful messages a marketer can have. In this OMMA Global panel, thought leaders in advertising, marketing and media will discuss the current definition of advertising, and what that definition means for brands.

Moderator: Christopher Vollmer , Partner, Global Media and Entertainment Practice, Booz & Co.
Panelist: Molly Peck , Director of Advertising and Sales Promotion, Cadillac; Ian Schafer , CEO, Deep Focus; Shiv Singh , Global Head of Digital, PepsiCo Beverages; Calle Sjoenell , Chief Creative Officer, Ogilvy & Mather, New York

10:30 AM

Coffee Break

10:45 AM

Sponsor Workshops

10:45 AM

Sponsor Presentation

10:45 AM

Sponsor Presentations

11:30 AM

MORNING OMMA SHOWS 7th Floor

11:30 AM

OMMA Mobile Keynote: Mobile as the Mainstream

11:30 AM

Keynote: Wall Street Questions Facebook's Value, But Here Is How Marketers Can Find It

11:30 AM

Keynote: The Reality of Cross-Media Video Measurement in 2012

11:30 AM

Keynote Case Study: From Segmentation to Attribution: MetLife Builds Next-Gen Display Machine

11:30 AM

From ROI to ROE: Winning Customers Takes More than a Marketing Plan

12:15 PM

MORNING OMMA SHOWS 7th Floor

12:15 PM

Panel: Mobile to Main Street: How Do You Get the New Marketing Mix Right?

In many organizations, mobile advertising started as pure R&D, with funds siphoned from Internet budgets. Brands designated someone to be in charge of mobile while agencies created separate mobile spinoff agencies or mobile divisions within existing offices. But mobile is moving into the mainstream of marketing and advertising, no longer a separate entity but becoming a core piece, which is tougher than it sounds. How are brands weaving mobile into the mainstream of their marketing mix without disrupting the entire apple cart? What is the right mix with budget allocations and implications? And who at the agencies and brands leads the charge? We bring together some of the leading agency thinkers who have been focusing on ways to take mobile more mainstream, side by side with corresponding media.

Moderator: Matthew Snyder , Founder, CEO, ADObjects, Inc/ ResponsiveAds,Inc
Panelist: Michael Collins , Chief Executive Officer, Joule; Rick Gardinier , SVP, Chief Digital Officer, Brunner; Molly Garris , Digital Strategy Director, Arc Worldwide, a Leo Burnett Company; JiYoung Kim , SVP Strategy & New Solutions, Ansible Mobile; Michael Miller , CMO, Hyper Marketing Inc.

12:15 PM

OMMA Social Panel: Best Practices for Working with Facebook

It’s not often that advertising creatives find themselves dealing with policy, but a June Facebook Policy Summit – in which the social platform reportedly met with 40 agencies so they could vent frustrations about Facebook’s ever-changing policies – shows that p’s and q’s are front and center when it comes to creating advertising for social’s predominant platform. This issue highlights a larger one for ad agencies trying to work with Facebook: how to make the process easier all around. In this panel session, advertising execs will share best practices for getting the most out of advertising on Facebook.

Moderator: Gavin O’Malley , Journalist, MediaPost
Panelist: Steve Knapp , Director of Brand Activation, Carmichael Lynch; Mike Proulx , SVP, Director of Digital Strategy, Hill Holliday; Jamie Tedford , Founder/CEO, Brand Networks; Chris Worley , Creative Director, Experience Design, RAPP

12:15 PM

Panel: Video on Second and Third Screens

If just about everyone now has a second and maybe even a third screen, and they are watching more and more video content on these devices, video advertising needs to be seamlessly packaged, delivered and measured everywhere consumers are. But different devices mean different hardware, different operating systems and scores of different relationships with publishers and advertising and services vendors—all of which add up to a serious headache for any marketer wanting to buy video inventory across devices at scale. Have second and third screens only made video buying even more splintered? Who is helping marketers navigate the morass?

Moderator: Mike Glantz , Analyst, Forrester Research
Panelist: Richard Astley , General Manager, Videology; Natalie Bokenham , Director of Strategy, IPG Media Lab; Paul Bremer , Chief Revenue Officer, Rhythm New Media; Ryan Griffin , Senior Vice President, Media & Mobile, Digitas; Christian Waitzinger , Executive Creative Director, SapientNitro

12:15 PM

The Big Reboot: Are Demand-Side Display Systems Changing the Digital Agency?

The buyers are now sellers. Agency trading companies start looking like Wall Street hedge funds. Automation in the online ad industry seems poised to replace humans with algorithms. Suddenly the art of planning is mired in the complex science and pricing of RTB. And figuring out the formulae for attribution among these many channels requires advanced math degrees. From staffing to ad ops to potential conflicts of interest in client relationships, the new display machine is raising important questions about what the digital agency of the future looks like. We bring in some of the people who have been crafting this new machine with the agency world to discuss whether the new display requires a new agency.

Moderator: Alan Chapell , President, Chapell & Associates
Panelist: Paul Dolan , Managing Director, North America, Xaxis; Teri Gallo , VP, Programmatic Practice, Mediabrands Audience Platform; Ed Montes , Co-Founder & CEO, Digilant; Ali Parsyar , Managing Director, East, Accuen

12:15 PM

Panel: Near Future of Online Response Investment

As direct response continues to be a very significant part of the overall online or digital marketing spend for brands worldwide, companies throughout this ecosystem continue to grow and scale, and others sprout up to take advantage of the massive opportunity. This, and the natural maturation of the space, has resulted in a healthy number of newsworthy transactions, with more to come. Our panelists, experts in each part of the transaction process, will weigh in on the trends that are creating value in the response space and how this will affect marketers. They will share their vision for the near future: what types of companies will be bought, which will be buyers, and WHY!

Moderator: Ronald Wagner , Founder, eformz
Panelist: Phil Fresen , Managing Director, Garros Group LLC.; Nadim Homsany , VP, Serent Capital; Michael Lyon , Co-Founder & Managing Partner, Vista Point Advisors

1:00 PM - 2:00 PM

Lunch

1:15 PM

VIP Lunch & Learn Presentation

1:55 PM

OMMA GLOBAL MAINSTAGE AFTERNOON SESSION

2:00 PM

Keynote Conversation with Andrew Keller, CEO of CP+B

2:30 PM

OMMA Global Panel: After Radical Digital Change, What Is a Brand?

What was once such a simple concept has been rendered incredibly complicated by the digital age. A brand used to be a product or service that consumers purchased, and companies sold. Today, celebrities have brand value, and media companies do all they can to build up their brands—even as they rake in money to promote the brands that purchase their ad space or time. Brand building itself has evolved from a simple reach and frequency equation to the equivalent of 3D chess, with innumerable outlets on which to promote, as well as the rise of the consumer’s voice in impacting brands. How does all this define what a brand is in a short-attention-span age, and an age in which numerous voices impact a brand's definition? Can one even build a brand anymore?

Moderator: Bob Liodice , President & CEO, ANA
Panelist: Rob Candelino , Vice President, Brand Building, Unilever; Steve Farella , Chairman & CEO, Targetcast tcm; Jennifer Kasper , VP/Digital Media & Multi-Cultural Marketing, Macy's; Brent Poer , EVP, Executive Creative Director, LiquidThread

3:15 PM

Coffee Break

3:30 PM

Sponsor Workshops

3:30 PM

Sponsor Presentations

3:30 PM

Sponsor Presentation

3:30 PM

Sponsor Presentations

4:15 PM

AFTERNOON OMMA SHOWS 7th Floor

4:15 PM

State of Mobile and American Express Case Study

4:15 PM

OMMA Social: Platform Spotlight -- Tumblr

4:15 PM

Presentation: Digital Video's Interactive Future, Coming Soon

4:15 PM

The Facebook Challenge: Is Social Media Inventory Any Good for Marketers?

The new 800-pound gorilla of display marketing is loaded with inventory and dense user profiles, but is Facebook really proving to be an important part of the inventory mix for marketers? The company’s ad programs shift as quickly as its privacy policies. The audience is migrating rapidly to mobile media where the ad models remain even less clear. And despite anecdotal evidence of success, the real value of display within Facebook continues to be debatable. And now the company is bringing its data outside the network walls and letting the DSPs and exchanges in. How are agencies meeting the complex challenge that Facebook poses both to the media plan and to the business of display. Can social display inform and enhance a larger marketing plan? Are media buyers moving budget away from other display buys to enter this arena, and how does ROI in the social network compare to returns from the new ad tech machine being built outside of Facebook?

Moderator: David Berkowitz , VP of Emerging Media, 360i
Panelist: Aaron Goldman , Chief Marketing Officer, Kenshoo; Jennifer Leonard , Associate Director, Media, iPropsect; Jeff Ragovin , Co-Founder and Chief Strategy Officer, Buddy Media; Matt Rosenberg , VP of Marketing, Taykey; Taylor Valentine , SVP Social Media and Relationship Marketing, Horizon Media

4:15 PM

Accountability & ROI: Guaranteeing Results

This panel will outline how marketers reach that holy grail for clients: guaranteeing their results. Industry leaders discuss how marketers can utilize performance marketing to deliver actionable and quantifiable results, while maintaining brand integrity and ensuring compliance in an increasingly litigious online environment.

Moderator: Rebecca Madigan , Executive Director, Performance Marketing Association
Panelist: Peter Klein , SVP of Media Services, Media Whiz; David Naffziger , CEO, BrandVerity; Andrew Zucker , CRO, Publishers Clearing House

5:00 PM

AFTERNOON OMMA SHOWS 7th Floor

5:00 PM

Panel: Mobile Advertising Goes Shopping: Getting the Right Ad to the Right Time

Using mobile for shopping is moving from simple showrooming to involvement in the entire purchase process. But where does advertising fit in this new cycle and what will the messages look like? When a consumer opens a website in a store, what ads will work and which ones won’t, at the critical moment on the last leg of the purchase decision? As more brands and agencies look to reach consumers more frequently along their purchase decision journey, how do advertisers link the process? This panel of experts discusses what’s coming in consumer messaging while the customer is in and out-of-store and the role of real-time, back-end data that will be required to be effective in the future.

Moderator: Jordan Greene , Principal/Mobile Media, MellaMedia
Panelist: Michael Bordash , CTO, Xtify, Inc.; Sal Candela , Mobile Director, PHD; Kenneth Cassar , Senior Vice President, Digital Advertising Solutions, Nielsen; Craig Davis , CEO, Relevvant; Andy Wasef , Head of Innovation and Technology for North America, MEC

5:00 PM

OMMA Social Panel: Emerging Ad Models for Mobile Social

The last few months have shown promise for mobile/social advertising, with both Facebook and Twitter showing substantially higher click-through rates on mobile ads than their desktop-bound counterparts. So, what is it about these ads that users are finding more compelling? Is it their targeting? Is it that they may be more situational than typical digital ads? Or, is it just the novelty of mobile social ads that are making people click? In this session, advertisers, agencies and solutions providers suss out the progress in mobile social advertising, and how it can work with your brand.

Moderator: Nihal Mehta , CEO/Co-Founder, LocalResponse
Panelist: Patrick Albano , VP of Social, Mobile and Product Solution Sales, Yahoo!; Mark Binns , Chief Marketing Officer , Mobio Technologies, Inc.; Michael Jaindl , VP, Customers for Life, Salesforce Marketing Cloud; John Simpson , Managing Director, Blue State Digital; Jon Steinberg , President, Buzzfeed

5:00 PM

Panel: Viral Distribution: Paid, Owned and Earned Media Will Set Your Video Free

By now, most marketers understand that before your ad can start making the viral rounds on Facebook and via email, you should start with a social video platform to help give your campaign a jumpstart. But once you’ve done this, what’s the best way to deploy your owned and earned media assets to support your paid efforts? How do you merge paid, earned and owned media into a cohesive distribution strategy? What social platforms should you be leveraging beyond Facebook, and what kind of costs are you looking at for all of this?

Moderator: Warren Lee , General Partner, Canaan Partners
Panelist: Mark Evans , Managing Director/Head of Social, Mindshare, North America; David Hallerman , Principal Analyst, eMarketer Inc.; Bettina Hein , CEO, Pixability; Harry Schmidt , Chief Industry Visionary, Wildfire Interactive, Inc.

5:00 PM

Getting Real World With Real Time: Best Practices in RTB

By some counts real time biding is responsible for up to a third of display spend. That represents an enormous change in just two years since these platforms emerged. But what have buyers learned about executing campaigns via RTB most effectively, and what has this data-rich channel taught the buyers and planners that they didn’t know before? We ask both buyers and providers to explore after two years of experience whether RTB represents just a more efficient method of flying campaigns, or if it changes, enriches or challenges digital buying as we know it?

Moderator: Norm Page , Founding Partner, Same Page Capital
Panelist: Jenna (Umbrianna) Gino , Associate Director of Platform Media, Hill Holliday; James Green , CEO, Magnetic; Mary Pocsik , Executive Director of Media Services, G2; Eric Porres , Chief Marketing Officer, Rocket Fuel, Inc.; Qasim Saifee , SVP Monetization Platform, OpenX

5:00 PM

What Response Marketers Can Learn From The Fashion Business

We’ll explore how fashion has evolved from a resistant industry, fearfully protecting its mystique, to a full embrace of building customer response and sales through social. From the power of bloggers to new e-commerce platforms, fashion has involved the consumer in many innovative ways. Response marketers will see how to apply learning from the delicate balancing act between illusion and transparency.

Moderator: Dana Della Valle , President, The DDV Group
Panelist: Elaine Chang , GM/VP Marketing, Tibi; Quynh Mai , Founder, Moving Image & Content; Jennifer Talbott , President, Van Leer & Talbott Collective

5:30 PM

OMMA Global Cocktail Party

6:30 PM

OMMA Awards Dinner (separate admission ticket required)

8:00 AM

Registration Opens

8:55 AM

OMMA GLOBAL MAINSTAGE MORNING SESSION

9:00 AM

Keynote Conversation with Gaston Legorburu, Worldwide Chief Creative Director of SapientNitro

9:45 AM

OMMA Global Panel: After Radical Digital Change, What Is An Agency?

The definition of ad agencies has often been a moving target, but until explosive digital disruption, it has been a relatively slow moving one. It took nearly a century for seminal agencies to evolve from media reps to brand stewards and Big Idea thinker-uppers. And while the impact of globalization, media fragmentation, unbundling, and re-integration each challenged and left their marks on the agency business, the shifts that have taken place due to the acceleration of new digital platforms – especially social and mobile – are changing the fundamental roles and practices of modern agencies, shifting them from crafters and distributors of brand messages to, well, something else entirely. This panel will try to put some dimensions around this question, including: the new media mix of paid, owned & earned; the transition from ad messaging to “content marketing;” the disintermediation of media brokering and the shift toward programmatic trading, “advertising as services,” experience design, innovation incubation, and an array of direct-to-consumer marketing models that are anything but “agent” like roles.

Moderator: Nancy Hill , CEO, AAAA
Panelist: Colleen de Courcy , CEO and Founder, Socialistic; Colin Kinsella , CEO - North America, Digitas; Ty Montague , Co-Founder, Co-CEO, Co: Collective; Reuben Steiger , Principal, Method; John Winsor , CEO, Victors & Spoils, Chief Innovation Officer, Havas

10:30 AM

Coffee Break

10:45 AM

Sponsor Workshops

10:45 AM

Sponsor Presentation

10:45 AM

Sponsor Presentations

10:45 AM

Sponsor Presentation

10:45 AM

Sponsor Presentations

11:30 AM

MORNING OMMA SHOWS 7th Floor

11:30 AM

OMMA Mobile Keynote: Closing the Mobile Gap

11:30 AM

OMMA Social Presentation: How Ciroc Vodka Rocks Social

11:30 AM

Keynote: The New Moments that Matter: Creating YouTube Content For Today's Viewer

11:30 AM

Panel: The State and Future of Display: Two Perspectives

Display advertising was counted down and out only a few years ago as media buyers hedged against the economic meltdown with tried and true performance bases search buys. But display is roaring back, showing substantial growth in the last year, as marketers buy in to tech and data-enhanced targeting systems that purport to rival search in their effectiveness. But where are the true drivers of growth here – on the tech-driven demand side platforms or from higher-impact advertising units that are making display more like print and TV? A research analyst weighs in with a market overview followed by a panel discussion acorss multiple models.

Moderator: Steve Smith , Senior Editor, MediaPost
Panelist: Skip Brand , CEO, Martini Media; Kristine Welker , Chief Revenue Officer, Hearst Magazines Digital Media; Mark Zgutowicz , Senior Research Analyst, Piper Jaffray

11:30 AM

Customer Acquisition and Relationship-Building In A Mobile Age

12:15 PM

MORNING OMMA SHOWS 7th Floor

12:15 PM

Mobile Panel: Where New Scan Codes Fit in the Mix

The first round of 2D barcodes were popular with marketers, despite consumer reaction, since many simply routed people to a website. While many of the first generation of codes missed the mark, the new codes are more sophisticated and provide significantly more back end data. Phone cameras have improved making it easier to scan smaller codes, both traditional barcodes and QR codes. What are some of the leading edge applications of the newer QR codes, who is using them and what are the results? How do they tie into other media? This panel of experts discusses how they have moved to the next phase of scanning.

Moderator: Evan Neufeld , Principal, Storyline Development
Panelist: John Caron , Vice President, Marketing, Catalina; Mark Donovan , SVP and Senior Analyst, Mobile, comScore; Harry Kargman , Founder & CEO, Kargo; Nicole Skogg , CEO/Founder, SpyderLynk; Mike Wehrs , CEO & President, ScanBuy

12:15 PM

OMMA Social Panel: What if Facebook Launches an Online Ad Network?

In June, Facebook Ads began to show up on Zynga.com, the Web site of the company whose gaming is largely conducted on Facebook itself. While the ties between Zynga and Facebook are well-documented -- Zynga accounts for about 12 percent of Facebook revenue – the implications of Facebook Ads being easily transported to other sites are huge, opening the door for a Facebook ad network that could reshape the online ad market by bringing social data into even wider use throughout the Web. So, is such a network inevitable? How would such a move change the advertising landscape? Who stands to benefit, and who loses out? This session will unpack the issues around a potential Facebook ad network.

Moderator: Catharine P. Taylor , Columnist, MediaPost
Panelist: Adam Kmiec , Director, Global Digital Marketing and Social Media, Campbell Soup Company; Calvin Lui , President and Chief Strategy Officer, UNIFIED; Don Mathis , CEO, Kinetic Social; Chase McMichael , President, CEO, InfiniGraph; Michael Scissons , President, Syncapse

12:15 PM

Panel: Premium Content, Everyone’s Doing It

Jerry Seinfeld, Tom Hanks, Larry King, Will Ferrell – just a few of television’s A-list talent who are devoting significant effort and resources into original online video content. With distributors and portals like Hulu, Netflix, Redbox/Verizon, AOL, Yahoo, and 100 individual million-dollar-funded channels from YouTube, the gold rush is on to create and nurture the next big video program – and the template for mainstream commercial success. Will the influx of A-list talent and investment finally push online video into the consumer mainstream? With so much new content on the way, can everyone succeed? What will distinguish hits from misses? And what will convince advertisers and agencies to broaden their view of video beyond the legacy TV set?

Moderator: Mike Rosen , President, Chief Activation Officer, Starcom USA
Panelist: Rob Barnett , Founder and CEO, My Damn Channel; Frank Besteiro , Head of Business Development, The AOL On Network; Brian Hunt , Head of Creative Development, Original Video, Yahoo!; Kevin Law , CEO, Uncommon Content; Sarah Penna , Co-Founder, Head of Talent, Big Frame

12:15 PM

Going Native: Getting Beyond the Banner and Into the User Flow

“Native” ad formats and models are the latest meme to buzz its way through the ad industry in recent months. Publishers from BuzzFeed to StumbleUpon, Facebook to Tumblr are offering marketers non-standard ad opportunities that are designed to flow more naturally with the ways in which customers actually use their service. Defenders say that going “native” is precisely the kind of beyond-the-banner thinking digital advertising requires. But others argue that it is hard for these models to scale and to fit neatly within a media plan. Site specific deals must be struck and discrete creative must be applied to every deployment. Is this really where budget-constrained campaigns need to head? Or are native formats just the leading edge of post-advertising future where marketers have to think beyond the banner, the spot, the pre-roll and the interstitial?

Moderator: Andrea Wolinetz , US Director, Social Media, PHD Media
Panelist: Joe Frydl , Vice President of Marketing, Federated Media; Dan Greenberg , Co-Founder and CEO, Sharethrough; Cella Irvine , CEO, Vibrant Media; Teal Newland , Global VP, Advertising Solutions, StumbleUpon; Mark Westlake , Chief Revenue Officer, TechMedia Network

12:15 PM

Can Social Really Perform? Realities of Linking to Response to Social

Response marketers have a dream - to harness the power and passion of social media's influencers for customer acquisition. But the dreams are often dashed because it is often difficult to understand the rules of the game. Our panel will clarify how to navigate lead gen and ongoing communications in sync with the user experience social communities demand.

Moderator: Gary Kreissman , Founder, Group PRM
Panelist: Matt Corey , Chief Marketing Officer, Mass Relevance; Michael Hussey , CEO, PeekAnalytics; Eric Kim , CEO, Twylah; Guy Yalif , Head of Global Product Marketing, Twitter

1:00 PM - 2:00 PM

Lunch

1:55 PM

OMMA GLOBAL MAINSTAGE AFTERNOON SESSION

2:00 PM

Keynote Conversation with Michael Sprague, CMO of Kia Motors

2:30 PM

OMMA Global Panel: After Radical Digital Change, What Is Content?

This used to be pretty simple. “Content” is what publishers published, what sponsors sponsored and what consumers consumed. Church/state, editor/reader. Easy, peasy. That is, until digital platforms blew it up. Now everyone is a publisher, from sponsors and their branded media and sites to readers who simply gush ephemera. What now does an “editor” do with and against such a mix? Are any lines left distinguishing publisher, advertiser and reader when media companies strive to “integrate” all of these inputs in order to stay relevant to advertisers and let consumers “see themselves” in the media? But wait, then there is “context,” a new world of smartphones and devices that make media into situational “data” that needs to be malleable and relevant to a place and task. Understanding what a media company even does now is no longer so easy peasy anymore.

Moderator: Michael Wolf , Founder/Managing Partner, Activate
Panelist: Sarah Chubb , President/GM, Gilt City; Fran Hauser , President of Digital, Time Inc. Style and Entertainment Group; Larry Kramer , President and Publisher, USA Today; Jonah Peretti , Co-founder & CEO, BuzzFeed; John Robinson , SVP, Creative, Digitas

3:15 PM

Coffee Break

3:30 PM

Sponsor Workshops

3:30 PM

Sponsor Presentations

3:30 PM

Sponsor Presentation

3:30 PM

Sponsor Presentations

4:15 PM

AFTERNOON OMMA SHOWS 7th Floor

4:15 PM

Mobile Case Study: Old Navy

4:15 PM

OMMA Social Data Dive: Facebook by the Performance Numbers

4:15 PM

Panel: Reality Check - Is Supply Targeting’s Achilles Heel for Video?

With upwards of 450B impressions each month and a sell-through rate and less than 30%, there’s plenty of available display inventory to effectively apply advanced targeting. On the flip side, there are only 10B ad impressions and a 70% sell-through rate in online video. Even if the same technological capabilities that exist in display can be applied to video, should they be deployed at all given video’s supply/demand paradox? Why or why not?

Moderator: Ashkan Karbasfrooshan , Founder/CEO, WatchMojo.com
Panelist: Amir Ashkenazi , Chief Executive Officer & Co-Founder, Adap.tv; Eric Franchi , Co-Founder, Undertone; Jackie Gerhardt , SVP, Managing Director, Media Contacts; LJ Kobe , Group Media Director, Ignited; Kenneth Lagana , Senior Vice President, Entertainment and Lifestyle , CBS Interactive

4:15 PM

Data In: Best Practices for Mapping Data Against Brand Goals

Data, data everywhere, but what inputs should marketers drink? In this panel of media planners and buyers we ask the practitioners to speak out of cases and explain how and why they made decisions to include and exclude data from their targeting mix. Everyone talks about having to filter through the waves of data now available to marketers. But let’s get down to cases and uncover people deploying campaigns vet the data and map its against the goals of client and campaign? How and how often are these professionals optimizing campaigns base don’t he real-time data ad exchanges and real-time bidding feed back relentlessly? What best practices are emerging in order to put this complex ad targeting machine to best use?

Moderator: Gordon McLeod , President, Krux
Panelist: Andrea Fishman , Vice President, Strategy, BGT Partners; Mike Peralta , President, AudienceScience; Andrew Shebbeare , Founding Partner & Chief Strategist, Essence Digital; Quinn Sheek , Group Media Design Lead, Barkley, Inc.; Jeff Sporn , SVP & GM, Digital Solutions, IXI Services/Equifax

4:15 PM

Panel: Digital Content Marketing: Rookie Mistakes

Digital response marketers are increasingly using content to drive leads and sales. Unlike other media channels, digital content marketing poses unique implementation and scaling challenges. Our panel will explore pitfalls found at each stage of deployment for both agencies and end-customers.

Moderator: Mike Moran , Chief Strategist, Converseon
Panelist: Patrick Duffy , VP, Business Development, BMobilized; Katherine Griwert , Head of Marketing Communications, Brafton; Michael Marchese , Founder & CEO, Tempesta Media

5:00 PM

AFTERNOON OMMA SHOWS 7th Floor

5:00 PM

Panel: Coming to a Small Screen Near You: Creating for Small

It doesn’t command the attention span of its larger screen cousins and many of the banner ads of today go unnoticed, so how are brands and agencies capitalizing on the limited real estate of the mobile screen? How are the big brands being enticed to new mobile ad products and how can creative be most effective on the small screen? This panel of creative experts discusses the state of creative for mobile and how creative talent should be deployed to focus on mobile. Can tablet creative be repurposed down or mobile creative repurposed up? The panel also will look at new ways to be most effective on the small screen.

Moderator: Adam Kasper , EVP, Havas Digital
Panelist: Tony Calzaretta , Creative Director, Pandora; Craig Elimeliah , VP, Director of Technology and Digital Solutions, RAPP; Chad Gallagher , Director of Mobile, Advertising.com; Jeff Ulrich , Sr. Manager, Innovation, United Airlines; Jeremy Wacksman , Vice President of Consumer Marketing and Mobile, Zillow, Inc.

5:00 PM

OMMA Social Panel: Protecting Online Privacy: The Search for a Policy That Works For Everyone

‘Do Not Track’ may have started as a well-intentioned call for online privacy in an unprecedented age of information, but, to some, it has evolved into a muddied message that has inflamed privacy paranoia and confused issues. While strategic use of online data helps advertisers to target, publishers to flourish, and consumers to benefit from both a better advertising experience and the “free Internet”, it’s clear that the industry has yet to put controls and policy in place that makes all of the different constituencies involved satisfied with how data and online privacy are being handled. This concern has, of course, been exacerbated by the rise of social media, which means that more data on consumers, and more precise targeting, is available than ever before. On this OMMA Social session, panelists will discuss how the industry might pursue a clear and actionable plan that protects consumers by giving them choice and transparency, while allowing businesses to grow.

Moderator: Gary Kibel , Partner, Davis & Gilbert LLP
Panelist: Jason Bier , Chief Privacy Officer, ValueClick; Elizabeth Francis , CMO, Gilt Groupe; Allie Savarino Kline , CMO, 33Across; John Montgomery , COO, GroupM Interaction, North America; Michael Sussmann , Partner, Perkins Coie LLP; Angus Glover Wilson , Chief Privacy Officer, TagMan

5:00 PM

Building a Platform to Repeat Campaign Success: The Beauty Inside

5:00 PM

Data Out: Solving the Attribution Conundrum

And you thought the Luma chart was confusing. Trying to figure out how to assign credit and blame in a campaign’s performance is even more complex than the ad technology economy that powers these efforts. As all marketers claim to move beyond simplistic “last-click” attribution, what are they really doing now to assess what feeds effectiveness? More importantly, how are these models being used to allocate time and money for that next campaign? We bring in the attribution gurus to share their state of the art for assessing this multi-channel world and who gets the credit…or blame.

Moderator: Erik Huddleston , EVP Product, CTO, Dachis Group
Panelist: Pascal Bensoussan , Chief Strategy Officer, Aggregate Knowledge; Jeff Greenfield , COO, C3 Metrics; Dave Ragals , SVP, Client Services, IgnitionOne; Adam Riff , SVP Digital Strategy, MediaWhiz; Matt Wakeman , Director, Analytics, The Archer Group

5:00 PM

Promotional Convergence

Consumers can be reached closer to their buying decisions than ever before. Innovations in promotional marketing, including real-time coupons redeemable directly through a credit card purchase, and mobile/location based marketing are changing the game. It's all about reducing redemption friction, reaching consumers where they are and where they are most likely to act.

Moderator: Kevin Joyce , Director, Affiliate & Feeds Management, Performics
Panelist: Mark Marinacci , CRO, edo Interactive; Cindy Timmons , Mobile Director, Airpush; Jonathan Treiber , Co-Founder & CEO, RevTrax

5:30 PM

OMMA's Online All-Stars Cocktail Party and Presentations

Agenda

October 01, 2012

October 02, 2012

Radical Digital Change: Facing Down the Big Questions

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