Agenda

8:00 AM

Registration Opens

8:45 AM

Welcome and Opening Remarks

9:00 AM

Keynote: Little Boxes on the Hillside

Media and tech companies are facing our own "fiscal cliff" with the inability to effectively monetize the consumer transition to mobile. Relying on the strategies that made the web the predominantly direct-response vehicle it is today, most companies seem stuck in time when it comes to making their mobile products meaningful marketing platforms. Gannett, starting with USA TODAY, is embarking on a mobile-first digital strategy that leverages the best of the advanced UI tactics from mobile devices (providing users with immersive and engaging experiences) with advanced advertising experiences that attack the entirety of the marketing funnel and work across all platforms.

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Keynote: David Payne , Chief Digital Officer, Gannett Co., Inc.

9:30 AM

Panel: What Does ‘Premium’ Mean In A DSP Age?

Everyone clams to have ‘premium’ inventory, from the marquee media brands to the commonest performance network. But after three years in which display advertising was defined by demand side platforms and high-tech targeting and trading technologies, what is premium now? Context – a clean-well-lit trusted brand place? Format? High impact ‘rising stars’ and native ad units? Laser targeting? Or just pure performance? We go to the media buyers to ask how they are defining premium now? Where and for what are they willing to pay premium prices? And how is a DSP economy that tends to depress prices and offer massive scale - cheap - impacting the role, price and attractiveness of high-priced, high-impact well-placed advertising?

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Moderator: Amy Auerbach , Senior Partner, Media Planning Director, MediaCom
Panelist: Jared Belsky , EVP, 360i; Serge Del Grosso , Head of Media, SapientNitro; Steve Minichini , President, Interactive Marketing, TargetCast; Adam Shlachter , SVP, Media, Digitas; Veronika Ward , Director of Digital/East, OMD

10:15 AM

Research: The State of Display and The Fate Of Premium

The IAB “Rising Stars” ad formats are among the most noticeable big, new, bold ad units in the market now ... promising to bring story-telling potential to digital display, mobile, and video environments. As more agencies and marketers include these formats in their RFPs, we ask whether (and where) such higher impact units are engaging consumers more effectively than static banners of yore. The IAB’s leader of the Rising Star effort and Head of Brand Initiatives, Peter Minnium, shares examples of how brands are deploying Rising Star units and the kinds of user engagement they attract. How can publishers build and sell these deliberately exceptional formats but still measure and track them in ways that fit within a marketing plan?

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Presenter: Peter Minnium , Head of Digital Brand Initiatives, IAB

10:45 AM

Coffee Break

11:15 AM

Panel: Battling The Transformers -- Can Media Maintain Its Value Against The New Ad Machine?

Hey big media mogul! The audience you just spent millions building over decades is now for sale for pennies on the dollar just a few clicks away. The data and user profiles you think as so proprietary? They are for sale, too. And the gorgeous new rich media unit you wanted to price at a premium? Well it is being challenged by automated bidding and buying platforms that have made massive reach so cheap your buyer can spray and pray all he likes and still reach more of his target at a lower cost. How do publishers fight the new robot hordes? How do premium publishers reposition themselves and prove their value now that the buy side is buying into - and even buying their own - demand-side models? What products, technologies, and value propositions must they embrace? Are the Rising Star and OPA ad units going to save the day and lure brand dollars online, or will the empire of automation ultimately diminish media’s core value proposition: context, audience, quality?

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Moderator: Adam Riff , SVP Digital Strategy, MediaWhiz
Panelist: Kathryn Kulik , Global SVP, Media Sales, CBS Interactive; David Roter , Sr. Director, Digital Sales, ESPN; Bill Rowley , SVP, Business Development and Publishing, Martini Media; Andrew Sollinger , Managing Director, Americas FT; Kristine Welker , Chief Revenue Officer, Hearst Magazines Digital Media

12:00 PM

Panel: In Search of Digital Don Draper -- Can ‘Creative’ Really Tell Brand Stories Within Display?

Is Web advertising any more moving, engaging, creative and memorable now than it was a decade ago? Is a direct marketing ethos still informing most of the display economy? Marketers say they need richer palettes to tell “stories” across platforms, and rich media ad units along with ubiquitous broadband have made these canvases possible. But are stories really being told? What is the state of storytelling on the Web of 2012? What can the medium do well (and not) compared to TV, print, radio? How can creative and planners work together earlier in the process to leverage premium contexts most effectively? And, what is the publisher's role in providing both space and ideas?

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Moderator: Daniel Ambrose , Managing Partner, ambro.com, corp.
Panelist: Ken Kraemer , Executive Creative Director, Deep Focus; Aurora Morfin , Associate Creative Director, Wing; Greg Rivera , Director, Xbox Live Advertising; David Shavrick , Executive Creative Director, Archibald Ingall Stretton; Becky Wang , Head of Analytics, Droga5

12:45 PM

Research Presentation: How Do Brand Advertisers Perceive Premium Display?

1:15 PM

Lunch

1:30 PM

Sponsor Luncheon Presentation: Cultivating Premium Content Within Native Ads

2:00 PM

Presentation: Life or Death for Premium Web Advertising?

Premium display advertising has faced a secular shift of preferences by advertisers away from inventory adjacent to specified, premium content and towards inventory with data-driven attributes, often based around consumer actions or audience-based profiles instead. Advertisers are able to "do more with less" and allocating budgets to different suppliers of inventory. The consequences of the continuation of this trend will inevitably benefit Google primarily, at the expense of most legacy publishers of content. The resulting impact on the content production business should inevitably result in even more consumption of user-generated content. What are publishers’ options against such a secular shift?

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Presenter: Brian Wieser , Senior Research Analyst, Pivotal

2:30 PM

Panel: The Big Idea -- Integrated Programs To Build The Next Generation of Premium

Premium display advertising is not always found in the high impact rich media unit or even the placement on a high-value branded site. Marketers are begging publishers to show them something fresh and new, to integrate them more deeply with the media brand itself and to think outside of the one-platform, impression-based box. How are the top publishers leveraging the full range of their creative assets and real estate across Web, print, TV, radio and devices to surprise both audiences and marketers? Premium is the program, the package, not the ad. What makes an effective integrated program that is novel and impatful but still scalable and measurable? How are publishers using display as a critical element in the mix and not just a value-added banner buy? And where are the big ideas coming from?

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Moderator: Gordon McLeod , President, Krux
Panelist: Rich Antoniello , CEO, Complex Media; Andy Chapman , Leader, Digital Investment, Mindshare North America; Ryan Derrow , VP and Practice Leader, Online Investment & Activation, Empower MediaMarketing; Walker Jacobs , Executive Vice President, Digital Ad Sales, Turner Broadcasting System, Inc.; Quentin Walz , VP Digital Sales, Meredith Digital

3:15 PM

Coffee Break

3:30 PM

Panel: Native Customs -- When Do Native Ad Formats Really Make Sense In The Media Plan?

The case for “native ad formats” seems so compelling and obvious. Stop interrupting the user with stock banners, pre-rolls and takeovers. Start making your message conform to what the user is already doing. Promoted Tweets and sponsored stories slipstream into the form and flow of social look-ups. Deep integration of a brand into an interactive game can actually add value to the player’s experience. It all sounds like a good idea for a test, but is the native ad format trend a sustainbale, scalable model? They require discrete custom builds and often reach a limited site-specific audience. Does this formula add up to something that has a regular place on marketers’ media plans? We take a closer look at the latest bright shiny object in beyond-the-banner premium advertising.

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Moderator: Joe Mandese , Editor-in-Chief, MediaPost
Panelist: Kyoo Kim , VP, Chief Sales & Marketing Officer, NBC News Digital; Jay Lauf , Publisher, The Atlantic; Jessica Richards , Account Director, Media Contacts; Adam Solomon , VP, Digital Ad Products & Revenue Operations, Time Inc.; Rick Webb , Marketing and Revenue, Tumblr

4:15 PM

Panel: Will The Viewable Impression Really Change Anything?

For over a decade, the dirty little secret of online display was that a startlingly large number of ads got counted by buyers and sellers as “served” that were never seen. Media buyers and much of the ad economy appear to support an evolving “viewable impression” metric. How and when will this change the game of online display? Which players and models get helped or hurt? More importantly, can this focus on the state of the Web page itself finally get publishers to clear out the clutter? Shouldn’t share of voice and ownership of the page be a greater part of the premium display story? Shouldn’t the increased engagement metrics from cleaner, leaner mobile and tablet environments teach us something about the role of user experience in ad effectiveness? We bring together both buyers and sellers to discuss measuring and maximizing real engagement.

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Moderator: Alan Chapell , President, Chapell & Associates
Panelist: Andrew Casale , VP, Strategy, Casale Media; Andrew Shebbeare , Founding Partner & Chief Strategist, Essence Digital; Tom Shields , Co-Founder/CSO, Yieldex; Cat Spurway-Hepler , SVP, Strategy and Marketing, PointRoll; Jeremy Stanley , CTO, Collective

5:00 PM

Conference Concludes

5:15 PM

Cocktail Party

Getting Beyond The Banner

Great display advertising is not built by machine alone. Big and familiar media continue to provide the clean, well lit places where most brand marketers want to reside. High impact creative, deeply integrated campaigns, and lasting relationships with customers still don’t come from “real-time bids” across “demand-side platforms.” Direct sales relationships, trusted media contexts, and richly imagined messaging are still the bedrock of advertising anywhere. OMMA Premium Display puts the spotlight back on the fundamentals of online brand building in this tech-driven age of DSPs, RTB, DMP and “big data.”

OMMA Premium Display explores how media buyers and planners along with major publishers define and leverage “premium” now. Are the waves of high impact and creative ad units really moving the needle for brands? Is the recent trend towards “native ad units” that slipstream into different modes if use really scalable? And will the inevitable move towards the “viewable impression” change the economics of display and the design of the Web page itself? Traditional display advertising is alive and evolving online. OMMA Premium Display goes way beyond the banner in search of the next stage in online advertising.

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