Add to my calendar
Tuesday, September 30
Coffee and Continental Breakfast
- Steve Smith, Editorial Director, Events, MediaPost
If data helped build Netflix "House of Cards," shouldn't it be able to help build better online ads? The tsunami of digital data has been fueling a revolution in media buying for years, but what can it do for the creative side? Can data, more granular audience segmentation, a deeper understanding of how these segments respond to different messaging also inform storytelling? Building the “big idea” for brands is all well and good, but under the new conditions of media consumption, even the most compelling story will get fragmented across countless channels, hitting audiences at any number of points on the path to purchase? How can data and analytics help? Can it fuel creativity or stifle ideation?
- Jen van der Meer, Adjunct Prof., NYU ITP @jenvandermeer
- Michael Lampert, Managing Partner, Group Digital Director, Mediacom
- Anush Prabhu, Partner, Chief Channel Planning & Investment Officer, Deutsch NY
- Monik Sanghvi, Chief Strategy Officer, Organic
- Alan Schulman, VP, Global Digital Marketing & Brand Content, SapientNitro
- David Tucker, VP, Global Intelligence Director, UM
By synchronizing its TV buys with ambitious and innovative social media and online content distribution, Audi is showing how cross-channel storytelling is redefining high impact, premium presence in a fragmented age. Its Twitter and Snapchat programs around major events and targeted programming are reaching audiences that evade even TV coverage. We explore how the automaker is putting all of these pieces together for a digital marketing strategy in the post-mass media world.
Pepsico tells its own brand stories by staying closely aligned with consumers’ passions. Through ambitious Pepsi Pulse and Green Label online hubs for entertainment, sports and music coverage, Pepsi uses media and content to weave themselves into their customers’ cultural experiences. We explore how the brands build this multichannel cultural connection to consumers by enlisting an array of premium ad projects to keep Pepsi's fingers on the pulse of "now."
“Premium” is not just a custom page takeover, a site wrapper or some new video wizardry. Marketers are looking to maximize engagement with all the increasingly segmented audiences in order to drive more deeply into the lives of the most important and influential customers. And so brands and publishers increasingly focus on bespoke integrated campaigns that reach across multiple digital channels -- display, social, apps, events, print -- with custom elements that deliver against discrete KPIs. By definition, each of these custom plans is unique. But what best practices have emerged that can bring the next big idea more quickly to life across the channels? How are marketers and agencies doing the ROI on these notoriously costly and time-consuming projects? And ultimately how are publishers and brands making the pieces amplify one another so that the whole is more than the sum of the parts?
- Hannah Pavalow, Senior Client Service Analyst, Publisher Group, Millward Brown Digital @hpavalow
- Graham Harris, Senior Director, Advanced Creative, Yahoo
- Steve Minichini, Chief Digital Officer, Assembly @MediaAssembly
- Christine Peterson, US Group Media Director, MRY @crpete01
- Erik Rabasca, SVP of Integrated Digital Media, BPN
- Samantha Skey, Chief Revenue Officer, SheKnows @samskey7
Media buyers and planners are faced with many kinds of “premium” now. From site takeovers with trusted media partners to sponsored social posts, from so-called “native” formats to videos of all flavors and placements, from Rising Stars to app partnerships ... and now even “programmatic premium.” How are brands and their agencies mapping their marketing goals against these many choices? What is driving the budget decisions on what is worth the premium price now and which channels to pursue? Context? Scarcity? Media association? Richness? Price? And, as these buys fragment across channels, are the analytics keeping pace to measure and attribute the impact in each manifestation?
- Kathryn Koegel, Chief of Insights, Founder, Steampunkt Collaborative @kkoegel
- Christine Bensen, SVP Media Strategy, iCrossing
- Harvin Furman, SVP, Group Director, Digital Acceleration, Starcom USA
- Allegra Kadet, Managing Director, Neo@Ogilvy
- Lisa Purpura, VP, Director of Digital Strategy, Cramer-Krasselt
- Adam Schlachter, Chief Investment Officer, DigitasLBi
Monetization in an age of fragmentation. Technology that drives marketers inexorably towards exclusive focus on performance metrics alone while at the same time seeming to invite fraud. Publishers desperately grasping business models that ignore old ethical boundaries. Is there a future for the media business in all of this? What is the sustainable path forward? A veteran advisor and senior executive to some of the largest media brands, Wenda Harris Millard, and longtime media critic, NPR host and MediaPost columnist Bob Garfield explore whether and how premium media can survive.
Driven by double-digit growth in both media spend and consumer use, digital video is the new premium display. But the repurposed TV spot and 60-second hit-or-miss viral ad do not integrate into people’s lives. Branded video, video partnerships with major media, and a rebirth of branded episodic video are trying to break through familiar formats by helping brands entertain and inform everyday lives. Agencies, publishers and now some ad platforms are rushing in to provide custom video services that bake the advertiser into their own properties or build more entertaining and native ad experiences around the brands. But how do you map brand goals and identity against the new digital video ad and entertainment genres?
- John McCrory, Content Strategy Director, Huge Inc @johnmccrory
- Nathan Brown, GM, Video and TV, Complex Media
- Al Cadena, Senior Account Director and Digital Strategist , Beeby Clark + Meyler @alyosha19
- Alex Krawitz, VP Content Development, Firstborn
- Sean McNamara, Chief Strategy Officer, Omelet
- Melissa Rosenthal, Senior Director of Creative Services, BuzzFeed
Organic reach on the major social platforms is dead or dying for brand marketers, as algorithms and business models push advertisers from earned to paid media. The sponsored “native” post in Facebook, Twitter, Instagram and Pinterest feeds seem to offer premium-like screen-filling creative but wrapped in rich targeting data and propelled by a reach that any traditional media would envy. Are social platforms the new competitor for premium ad dollars, even more so now that autoplay video spots are infiltrating the feed? How are media buyers considering this inventory within the mix? Does it change the way they regard both their social and their display spend?
From fat fingers making false clicks to microscopic ad creative that scales abysmally across variable screen types, let’s face it. The banner format on mobile is just a bad fit all around and a lazy attempt to retrofit a new media experience with legacy formats. The mobile screen, an app ecosystem, unique user experience and use cases simply demand we think harder about what constitutes “premium” advertising here. We ask both buyers and publishers what formats and marketing goals really work for them. Is “premium” on mobile better defined by richer messaging, location awareness, identifying users across screens, or creating a branded presence in third party partner apps? Won’t the persistence of Web display media, now fueled by RTB exchanges and programmatic buying, just choke a promising new platform with ads that barely worked on the last great interactive platform?
- Maile Krauss, Director of Business Development and Client Relations, Ansible @mailekrauss
- Chad Gallagher, Global Director of Mobile, AOL and Advertising.com
- Kunal Muzumdar, Managing Director, NY POSSIBLE @kunalmuzumdar
- Douglas Rozen, Chief Innovation Officer, Meredith Xcelerated Marketing @dougs_digs
- Ian Schafer, CEO, Deep Focus @ischafer
- Kevin Weatherman, Director, Global Strategic Publisher Sales, Twitter