Our Programming Committee is working on putting together the agenda with the latest topics. Please check back on the site often for real-time updates on session details and speaker line-up!
Meanwhile you can take a peek at the Previous Event's Agenda.
Previous Event Agenda
OMMA Native at Internet Week: Nov 2013
- Steve Smith , Senior Editor, MediaPost
Social is the new starting point for how we discover and share news with our friends. And brands have a unique opportunity to connect and engage users by creating social content that users want to see and most importantly, share. Eric Harris, EVP of Business Operations, BuzzFeed will show why EQ matters more than IQ in social advertising and why distribution is just as important as creating quality content.
- Eric Harris , EVP Business Operations, Buzzfeed
Is so-called “native advertising” just old-fashioned advertorial with more deceptive sponsorship labeling? We kick off OMMA Native from the buyer and planners’ perspective and ask what their clients really are getting from this hot and fashionable category, how it distinguishes itself from other familiar marketing tactics, and especially where it fits into the marketing mix? Are pure native executions that are customized with specific publishers delivering advertisers anything new and different. Is any of it scalable? And is there value in any of the automated and networked “native” and content distribution platforms out there? But most of all, how does all of this fit into the larger plan of paid, earned and owned media?
- Shannon Denton , CEO, North American Operations, Razorfish
- Rick Acampora , President, Client Services, North America, MEC
- Julian Cole , Head of Communications Planning, Bartle Bogle Hegarty NY
- Serge Del Grosso , Media Director, North America, SapientNitro
- David Levy , Co-Founder, true[X] Media
- Audrey Siegel , President, TargetCast tcm
Does “native advertising” represent a lifeline to struggling media models as marketers move away from traditional interruptive advertising? Or is it a final deal with the devil, where media brands cave to client demands for greater “integration” but trade away their audience’s trust? One of the strongest public critics of the native advertising model, NPR and Mediapost’s Bob Garfield sits down with one of the legends of digital marketing and media Wenda Harris Millard to argue through the challenging economics and ethics of going native.
- Bob Garfield , Columnist, MediaPost
- Wenda Harris Millard , President & COO, Medialink
“Native advertising” works when users experience sponsored content as they would a media company’s typical editorial. But can publishers really lend their brand credibility to advertisers without compromising their equity with readers? We ask the “traditional” content providers behind the native ad push how they are defining, valuing and justifying these deeper integrations of advertising with their own editorial. How are they proving to marketers its effectiveness and at the same time gauging its impact on consumer trust? Are they riding a short-term bandwagon that actually diminishes their longterm value as trusted platforms that are unique environments for advertisers? As the market becomes cluttered with publishers claiming anything and everything they do is “native,” we ask the supply side to clarify the model and the rationale.
- Joe McCambley , Co-Founder, Creative Director, The Wonderfactory
- Andrew Gorenstein , CRO, Gawker Media
- M. Scott Havens , President, The Atlantic
- Greg Mason , CEO, Tech Media Network
- Christine Osekoski , Publisher, Fast Company
- Matt Turck , Publisher, Slate
Agencies are rushing into the content marketing space promising clients their own ”Oreo Super Bowl Moment” with newsrooms that get brands into the “conversation” with more personable “voices” and “human” interactions. But for every real-time win there seem to be even more faux pas, flatfooted executions and retracted “mis-tweets.” Depicting brands more like people and inserting them into cultural conversations is risky business. Ironically, real-time and seemingly spontaneous interactions require planning, high-level corporate buy-in, infrastructures to respond to unpredictable circumstances. But more to the point, which brands should and shouldn’t be just “shootin’ the sh***” about everything and anything with consumers? Do most os us really want to hear what our favorite cookie, toothpaste or shoe brand has to say about football games, the weekend movie blockbuster, war and peace?
- Susan Borst , Director, Industry Initiatives, IAB
- Joe Jaffe , Founder and CEO, Evol8tion
- Anne-Marie Kline , Senior Vice President / Managing Director BrandLIVE, DigitasLBi
- Kristin Mollerus , VP, Associate Media Director, Hill Holliday
- Chris Perry , President, Digital, Weber Shandwick
- Justin Silva , Social Media Manager, The Archer Group
You didn’t think that you could make ads look and feel like content experiences without the legal department getting involved, did you? In fact, both native advertising and content marketing raise many issues that are not just ethical but legal and regulatory: about how ads are properly labeled and distinguished, what constitutes protected speech, proper use of trademarked property and right of publicity. All of these questions become aggravated when brands become more integrated with content and media companies themselves start creating ever more commercial content. We bring in the lawyers to outline the emerging considerations.
- Rick Kurnit , President and Partner, Frankfurt Kurnit Klein & Selz
- Ellie Boragine , Advertising and Commercial Counsel, JetBlue Airways Corporation
- Rebecca Sanchueza , Deputy General Counsel, Time Inc.
“Networking native advertising” sounds oxymoronic, doesn’t it? Aren’t the “native” formats at Buzzfeed, Atlantic, Forbes, Washington Post characterized by their integration with a very specific content environment and experience, the very definition of a custom build? But a new cottage industry of automated, network and exchange solutions purport to distribute native-like ad experiences. They use enhanced content recommendation engines, networks that integrate articles into publisher’s feature wells, and even RTB platforms that distribute blog posts in the form of banner ads. They claim to solve the problem of scale for buyers and the spare publishers from costly implementation? But do they deliver results that achieve the engagement goals of native campaigns? We bring in a range of vendors to justify their models, differentiate their wares and show us some results.
- Rob O'Regan , Editorial Director, eMedia Vitals
- Justin Choi , CEO, Nativo
- Tom Foran , General Manager, North America, Outbrain
- Erin Lanuti , SVP, Director of paid and integrated strategy, MSLGROUP
- Yoav Naveh , CEO, ConvertMedia
- Steve Sachs , CEO, OneSpot
When it comes to native campaigns, everyone talks a good line about measuring engagement not clicks and focusing on the narrower scale associated with these projects. But is it true? And how are native campaigns being executed, measured and optimized to justify ROI? This panel looks at execution and measurement. How is performance not only being gauged here but tweaked for better engagement and scale? Can site-specific native campaigns get scale through smart re-distribution?
- Pam Horan , President, Online Publishers Association
- Jason Clement , Executive Director, Digital Arts Network, TBWA\Chiat\Day
- Kristen Houston , Director of Insights and Planning, Barefoot Proximity
- Patrick Keane , President, Sharethrough
- Rob Macdonald , VP Business Development, Dstillery
- Mike Perlman , SVP, Media, Millward Brown Digital
Native advertising is just part of a much larger shift in marketing dollars and communications strategies away from traditional intermediaries and towards direct-to-consumer platforms. And a number of constituencies are chasing the money, ad agencies acting more like PR firms, brands becoming publishers, journalists jumping from traditional editorial roles into the branded content arena. Add to that a massive social media that is arguably yet another kind of content marketing/native advertising. How are the shifts in spending and business models impacting personnel, familiar roles, the very structure of ad agencies and publishers? Does this represent a steady decline in journalism and media credibility? Are agencies really becoming more like PR firms? Or are we seeing a golden age of content marketing emerge that represents a new core of the modern marketing mix?
- Joe Mandese , Editor-in-Chief, MediaPost
- Peyman Nilforoush , Co-Founder and CEO, inPowered
- Steve Rubel , EVP, Global Strategy and Insights, Edelman
- Baba Shetty , Chief Strategy Officer, Digitas
- Samantha Skey , Chief Revenue Officer, SheKnows