Agenda

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Monday, May 19

8:45 AM
Opening Remarks
MC
Steve Smith, Editorial Director, Events, MediaPost
9:00 AM
For SAP, content marketing and “native advertising” are not trends but legacies. The company has been in the business of educating its market for decades and views content as an imperative. Michael Brenner will explore how brands build content “strategies,” measure success and tie those efforts into the emerging ad models. He will demonstrate how three recent SAP “native” campaigns close the loop between content and advertising.
Keynote
Michael Brenner, VP, Marketing and Content Strategy, SAP
9:30 AM
Custom builds, native experiences, deep integration with media environments – all well and good. But ultimately these bright shiny objects and explosion of non-standard executions have to fit on someone’s spreadsheet, become part of some overall media plan and suffer the same cost/benefit analysis as everything else. As “native” advertising comes of age is the practice being domesticated? Press mentions for novel ad executions no longer cut it. So what is the strategy for some of these campaigns? Are we moving beyond experimental one-offs and finding ways to tie the project together and into larger campaigns where the native pieces can be held accountable?
Moderator
Joe Mandese, Editor-in-Chief, MediaPost
PanelistS
Jim Caruso, VP Product Strategy, Varick Media Management
George Janson, Managing Partner, Director of Print, GroupM
Anush Prabhu, Partner, Chief Channel Planning & Investment Officer, Deutsch NY
Andrea Wolinetz, Managing Director of Connected Platforms, PHD Media
10:15 AM
It is not just semantics. Native, Direct, Premium, Custom Content, Programmatic – direct, reserved, unreserved – all need to be sold at scale and understood in a rational marketplace of digital ad units. After years of striving towards standardization designed to drive confidence in digital display, things have exploded again into countless product labels as well as accountability metrics. Are rich banners being sold as “native”? Is this just the new “premium?” Are in-feed units being measured for their impressions or by the engagement in content they prompt? And how are buyers supposed to make sense of a native economy where non-standardization is a selling point? Our publisher panel engages the state of their inventory, how their offerings are being packaging and brought to market, and how they are being mapped against marketing goals and KPIs.
Moderator
Sarah Chubb, Principal, Sarah Chubb Consulting
PanelistS
Kelly Andresen, Director of Ad Innovations and Product Strategy, Washington Post
Lisa Camarillo, Senior Group Manager, Sponsored News, Global Communications, NetApp
Chris Hanburger, Channel Partner Director – Exchange Team, Microsoft
Graham Harris, Senior Director, Advanced Creative, Yahoo
Anne Toal, Associate Publisher, Digital, People
11:00 AM
Coffee Break
11:30 AM
Digital advertising has come full circle. Native next is about the return of highly creative, entertaining and almost bewitching content that adds to the conversation, plays a bigger role in society and compels customers to think differently about the world they live in.
Keynote
Meredith Kopit Levien, EVP, Advertising, New York Times
12:00 PM
Despite its custom, non-standard feel and branding goals, native ads and content marketing offer a rich opportunity for both targeting rich experiences efficiently and rendering insights into how, where and why people engage content. We explore here the next steps in the content marketing – analytics. How are publishers using data on the front end to target experiences to the most receptive and influential audiences and optimizing on the fly? But we also ask about the transparency in distribution and engagement. Does it matter how and where a reader encounters content, how the user got to the engagement, and whether and how they shared it later? How are publishers charging? Against impressions, engagement, both? In this panel we explore how the bedrock of digital, data, can help bring greater precision, scale and order to the channel’s least standard ad form.
Moderator
Christine Peterson, US Group Director, MRY
PanelistS
Tessa Gould, Director of Native Advertising, Huffington Post Studio
Mark Howard, Chief Revenue Officer, Forbes
Michael Kaushansky, EVP, Chief Analytics Officer, Havas Media
Edward Kim, CEO, SimpleReach
Ed Urgola, Director of Marketing, Upworthy
12:45 PM
Lunch
1:45 PM
The poster child of native advertising, BuzzFeed, has now been joined in the trend by, well, pretty much everyone. We sit down with EVP of Business Operations Eric Harris to discuss the social news publisher’s second act. How does the BuzzFeed formula contend with relentless competition? Are these formats translating effectively to mobile, video, and visual social channels? And now that the social channels are clogged with native links, is the shared news economy suffering fatigue yet from list-ification, cute cats, breathless headlines?
Keynote
Eric Harris, EVP Business Operations, Buzzfeed
Interviewer
Steve Smith, Editorial Director, Events, MediaPost
2:15 PM
Handheld screens turn most content into one-column scrolls anyway, so much of advertising is “in-feed” already. But is “native” different here? As major media audiences migrate to mobile, how are the online native formats porting across screens? Isn’t mobile a special case, where people are less interested in clicking out of an experience to engage in the deeper content experiences marketers are hoping to get from these formats? Does content marketing really map well with the many contexts, moods and modes that are the mobile use cases? Or are Instagram, Twitter, Tumblr and Vine setting a different better course by emphasizing visual, fleeting, branding experiences that feel truly native to mobile?
Moderator
Dan Hodges, CEO & Founder, Consumers In Motion
PanelistS
Mark Grande, Senior Director, Programming & Integrations, MEC
Jason Harty, VP Marketing, Kernel Season's Popcorn Seasoning
David Hewitt, VP, Mobile Practice Lead, SapientNitro
Michele Tobin, VP of Brand Partnerships and Advertising , Rovio
Jon Vlassopulos, CEO & Founder, TrailerPop
3:00 PM
Coffee Break
3:30 PM
Arguably, native advertising is just content marketing as we have always known it distributed in new ways through socially driven channels. But readers can’t be tricked (often) into reading something that isn’t relevant to them. And the exercise is pointless unless somehow the brand is credited with the experience and aims towards some marketing goal. What kinds of content are proving most effective in satisfying these basics of the format and also getting distributed, discovered and shared at scale? We bring in the creatives, the new “brand editors” and “brand newsroom” leads to explore best practices in aligning brands with trends, interests and content.
Moderator
Virginia Alber-Glanstaetten, VP of Planning, Huge
PanelistS
John Fredette, Manager, Global Media & Sponsorship Marketing, IBM
Kim Kozma, Media Director, Neo@Ogilvy
Sam Rosen, Vice President of Marketing, The Atlantic
Aki Spicer, Head of Digital+Content Strategy, TBWA\Chiat\Day New York
4:15 PM
The search for scale in native-like ad experiences leads to the usual suspects – automated creative, programmatic buying, demand side audience targeting, networks and real-time bidding. Is the net result anything resembling “native advertising?” But does the definition really matter? Maybe this is all just programmatic distribution of content. Ad units that just blend a little better. Recommendation engines gone wild. But is it poisoning the well – creating “content shock” and so many irrelevant story links and deceptive non-articles that we are just cluttering the Web with content instead of banners?
Moderator
Steve Carbone, Managing Director, Digital & Analytics, Mediacom
PanelistS
Sloan Gaon, CEO, PulsePoint
Ben Lampert, Associate Director, AOD, VivaKi
Peyman Nilforoush, Co-Founder and CEO, inPowered
Lon Otremba, CEO, Bidtellect
Judy Shapiro, CEO & Founder, engageSimply
5:00 PM
Conference Concludes