Agenda

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Thursday, May 22

7:30 AM
8:45 AM
MC
Ross Fadner , Director of Event Programming , MediaPost
9:00 AM
Today, the internet is so much more than a distribution system, but most branded video rarely aspires to much more than a traditional linear video experience. Creating video for participation demands rethinking audience behaviors and requires an experience design approach combined with powerful storytelling. Mike Monello, CCO of Campfire, part of SapientNitro, will show examples and discuss how to use interactivity, participation, and community to immerse people in branded video experiences to create emotional connections and drive results for clients.
Keynote
Mike Monello , Partner, Chief Creative Officer , Campfire
9:45 AM
Let’s face it: online video inventory can be expensive, especially the premium variety, which can sometimes cost several more dollars per thousand than even top-rated TV programming. Most premium video vendors also sell their own formats and pricing schemes, which means your video ad on one site won’t necessarily fit another site’s specifications. Then there’s video ad fraud, which some industry reports claim touches upwards of 50 percent of all video impressions. Given the high prices, different formats, specifications, measurement headaches across devices, and rampant fraud, is it economical for video buyers to create vendor-specific creative? At what point is the custom pre-roll less valuable to your client than hitting and hoping in the social video lottery, or simply repurposing TV ads? Our panel of buyers, planners and strategists assesses video’s existential question.
Moderator
Joe Mandese , Editor-in-Chief , MediaPost
PanelistS
Tom Cotton , Co-Founder and Partner , Protagonist and ExactCast
Neil Katz , Editor-in-Chief and Vice President of Content , The Weather Company
Kevin Lenane , CEO , Veenome
Greg Manago , Managing Director , Mindshare
10:30 AM
After months of waiting, Facebook Premium Video Ads have finally come to market, providing advertisers with the opportunity to engage with the social networking giant’s 1.25 billion users using sight, sound and motion. Previously, video advertisers had the opportunity to reach their fans and friends of their fans through Facebook’s Premium Posts, but Premium Video Ads is a wider rollout that allow advertisers to target video ads beyond their fan base to any demo, region, age, likes, tastes, interests, etc. The targeting options will certainly be welcome to advertisers, as will the “Targeted Gross Rating Points” pricing mechanism, which many major brands that advertize on TV will be familiar with. But how will Premium Video Ads, which are autoplay and could be considered interruptive, sit with users? Our panel of experts assesses the early learning’s Facebook’s new video format, in addition to discussing everything from its pros and cons, to measurement, pricing, and targeting capabilities.
Moderator
Ari Zoldan , Senior Correspondent , Talk Radio News Service
PanelistS
Megan Black , VP, Group Director (Media) , Piston
Josh Bochner , Founder and Chief Strategist , Pantomime Creative Group
Lesley Pinckney , Vice President of Interactive , Walton Isaacson
Mike Walker , Senior Director of Strategy , BLiNQ Media
11:15 AM
11:45 AM
In March this year, Honey Maid launched a new campaign, “#This is Wholesome”, that recognized the evolving nature of 'family' in America today. Driven by digital video, the campaign tapped into a cultural zeitgeist with content that captured and engaged a loyal audience as well as some who had not thought about the brand in years. Its LOVE video evolved the conversation from the definition of family to the values that make all families ‘family’. Launched purely through social, the video was viewed over a million times in less than a day. Find out the full story in this presentation from Senior Brand Director, Mondelēz International, Gary P. Osifchin.
Presenter
Gary Osifchin , Senior Marketing Director, Wholesome Sweet, Entrepreneurial Brands and Channels , Mondelēz International
12:15 PM
Less than a decade ago, the mobile phone and mobile devices were widely doubted by critics as a viable platform for video consumption. Well, according to Ooyala’s Global Video Index, mobile and tablet viewing, up 719 percent since 2011, already represents 18 percent of worldwide video consumption. And such is its pace of growth that in just two years that total is expected to reach 50 percent. All of which begs the question: what is the growing role of mobile video in the overall media economy? Where is mobile video advertising? What is the inventory picture, what are the monetization opportunities, and what are the many challenges preventing media dollars from aligning with skyrocketing mobile video consumption?
Moderator
Andrew Budkofsky , EVP Sales and Partnerships , Digital Trends
PanelistS
Paul Bremer , Chief Revenue Officer , Rhythm
Gabriel Cheng , VP, Mobile Strategy , M&C Saatchi Mobile
Rick Doerr , President, Chief Client Officer , T3
Craig Elimeliah , SVP, Director of Creative Technology , RAPP
Shaun Koiner , Chief Product Officer , Sporting News Media
1:00 PM
2:00 PM

Like everyone else, automakers are shifting marketing dollars online, with big investments in social media, branded content, rich media banners, and video. Especially video. MINI, a brand that BMW resurrected in the U.S. 12 years ago, has been especially active in the latter area, which makes perfect sense: the brand has made it axiomatic that a breakthrough car marker has to have non-traditional creative that also breaks through. Under marketing director Tom Salkowsky, MINI has kept on point with off-beat campaigns where the digital media buys lean heavily toward video advertising and curated content. The latest such effort is a great example of this, and also happens to be one of MINI's biggest video campaigns: "Final Test Test Drive".

Keynote
Tom Salkowsky , Department Head MINI Marketing , MINI USA
Facilitator
Karl Greenberg , Auto Marketing Editor , MediaPost
2:30 PM
For years, media companies that sell their content online have had their eye on the $236 billion global television advertising market. Thanks to the online success of series’ like HBO’s Game of Thrones or Netflix’s House of Cards (both of which require a paid subscription) Internet firms, newspapers, magazine publishers, traditional broadcast and cable networks, and increasingly, advertisers themselves, are trying their hand at producing TV-like series for consumers to watch on their many Web connected devices. Of course, most of them want to support this content with advertising dollars normally reserved for TV. Limited audience sizes, high prices, patchy quality and measurement issues have plagued Web series’ in the past, so what do the many media companies investing in original video think is different this time? How have the recent developments been received by advertisers? Haven’t they seen this movie before?
Moderator
Mike Bloxham , Vice President, National Television and Video , Magid Associates
PanelistS
Scott Carlis , VP Digital and Social Media , AEG Global Partnerships
Christine Dilandro , SVP, Head of Media & Integrated Marketing , Citi
Rick Mandler , VP, Digital Media Advertising , Disney - ABC Television Group
Kerri Vickers , Senior Director of Media , Razorfish
3:15 PM
3:45 PM
As Advertising technology platforms accelerate from planning and buying to content marketing and measurement, creative automation is the next frontier. Some database companies and marketers are claiming “Addressable Messaging at One-to-One” is not far off. As we move from one-to-many, to one-to-some targeting, to the holy grail of one-to-one messaging, what will the creative look like? Will we really be able to serve "intelligent creative” based on business rules? Will headlines be written by algorithms? Or will copywriters evolve from campaign writing to serving ad copy in real time? Join Alan Schulman, VP of Global Digital Marketing & Brand Content from SapientNitro, as he exposes the challenges and opportunities for delivering addressable creative messaging at scale.
Presenter
Alan Schulman , VP, Global Digital Marketing & Brand Content , SapientNitro
4:15 PM
On June 30, the Media Rating Council is expected to formally enact two-seconds as the advertising currency for all “viewable” video ads. This means that a video ad would only be deemed viewable if the end user can see two continuous seconds of at least 50 percent of the ad. The new measurement currency is designed to help the buy-side fight the murky practices of some video vendors, like so-called below-the-fold video ads that auto-play inside a banner. In theory, such ads would not count as impressions unless the user could clearly see at least half of the creative for two continuous seconds and decide whether or not to act on it. Viewability has been a hot button issue in video advertising for some time, but will the new MRC standard be a panacea? How does it affect the buy and sell sides? How might it affect video pricing?
Moderator
Josh Engroff , Chief Digital Media Officer; Managing Partner , The Media Kitchen; kbs+ Ventures
PanelistS
James Akhbari , VP, Digital Media Director , Havas
Harvin Furman , SVP, Group Director, Digital Acceleration , Starcom USA
David Hahn , SVP, Product Management , Integral Ad Science
Matt McLaughlin , COO , DoubleVerify
Ed Montes , Chief Revenue Officer , DataXu
5:00 PM