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Tuesday, September 30
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? If data helped build Netflix’s “House of Cards” series, shouldn’t it be able to help the creative room build better ads?
- Jen van der Meer, Adjunct Prof., NYU @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
“Premium” is not just a custom page takeover, a site wrapper or some new video wizardry. Marketers are looking to maximize engagement with increasingly segmented audiences, to drive deeper into the lives of their 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, these custom plans are unique. But what best practices have emerged for ideation, measurement, team coordination, execution and measurement of the big idea writ across many moving parts? How are marketers and agencies doing the ROI math on these notoriously costly and time-consuming projects? And ultimately how are both publisher and brand making the teams and 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 @TargetCastTalks
- 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 “premiums” 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 decision now not only in defining what is worth the premium price now but which channel to pursue? Context? Scarcity? Media association? Richness? Price? Or just effectiveness? And as these buys fragment across channels, are the analytics keeping pace to measure and attribute the impact of this spending across so many channels.
- 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, Head of Media Activation, DigitasLBi
Monetization in an age of fragmented digital returns. Technology that drives marketers naturally towards performance metrics and seems to invite fraud. Publishers desperately grasping business models that redefine old ethical boundaries. Is there a future for a 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 and NPR host Bob Garfield explore whether and how premium media 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? Are they achieving scale and/or engagement that
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, Publisher Sales, Twitter