Agenda

October 01, 2012

8:00 AM

Registration Opens

8:55 AM

OMMA GLOBAL MAINSTAGE MORNING SESSION

9:00 AM

After Radical Digital Change ...

9:15 AM

Keynote Conversation with Tim Armstrong, CEO of AOL

9:45 AM

OMMA Global Panel: After Radical Digital Change, What Is Advertising?

Ah ... the answer to the question "What is Advertising?" used to be so easy: An ad was a carefully-crafted, outbound message that adhered to a format with very strict boundaries. It was a 30-second TV commercial, or a two-page magazine spread, that, though directed at consumers, didn’t really involve input from them. Fast forward to 2012, and the definition of an ad is completely amorphous, including the question of who gets to create it. While plenty of traditional ads still exist, a contemporary ad could also be a popular hashtag on Twitter, a sponsored event or a video that goes viral. It could be created by an advertiser or agency or be a crowdsourced meme that simply takes off. Or it could be a wonderful customer experience ... which, when shared via social media, becomes one of the most powerful messages a marketer can have. In this OMMA Global panel, thought leaders in advertising, marketing and media will discuss the current definition of advertising, and what that definition means for brands.

Moderator: Christopher Vollmer , Partner, Global Media and Entertainment Practice, Booz & Co.
Panelist: Molly Peck , Director of Advertising and Sales Promotion, Cadillac; Ian Schafer , CEO, Deep Focus; Shiv Singh , Global Head of Digital, PepsiCo Beverages; Calle Sjoenell , Chief Creative Officer, Ogilvy & Mather, New York

10:30 AM

Coffee Break

10:45 AM

Sponsor Presentation

11:30 AM

Keynote: The Reality of Cross-Media Video Measurement in 2012

12:15 PM

Panel: Video on Second and Third Screens

If just about everyone now has a second and maybe even a third screen, and they are watching more and more video content on these devices, video advertising needs to be seamlessly packaged, delivered and measured everywhere consumers are. But different devices mean different hardware, different operating systems and scores of different relationships with publishers and advertising and services vendors—all of which add up to a serious headache for any marketer wanting to buy video inventory across devices at scale. Have second and third screens only made video buying even more splintered? Who is helping marketers navigate the morass?

Moderator: Mike Glantz , Analyst, Forrester Research
Panelist: Richard Astley , General Manager, Videology; Natalie Bokenham , Director of Strategy, IPG Media Lab; Paul Bremer , Chief Revenue Officer, Rhythm New Media; Ryan Griffin , Senior Vice President, Media & Mobile, Digitas; Christian Waitzinger , Executive Creative Director, SapientNitro

1:00 PM - 2:00 PM

Lunch

1:15 PM

VIP Lunch & Learn Presentation

1:55 PM

OMMA GLOBAL MAINSTAGE AFTERNOON SESSION

2:00 PM

Keynote Conversation with Andrew Keller, CEO of CP+B

2:30 PM

OMMA Global Panel: After Radical Digital Change, What Is a Brand?

What was once such a simple concept has been rendered incredibly complicated by the digital age. A brand used to be a product or service that consumers purchased, and companies sold. Today, celebrities have brand value, and media companies do all they can to build up their brands—even as they rake in money to promote the brands that purchase their ad space or time. Brand building itself has evolved from a simple reach and frequency equation to the equivalent of 3D chess, with innumerable outlets on which to promote, as well as the rise of the consumer’s voice in impacting brands. How does all this define what a brand is in a short-attention-span age, and an age in which numerous voices impact a brand's definition? Can one even build a brand anymore?

Moderator: Bob Liodice , President & CEO, ANA
Panelist: Rob Candelino , Vice President, Brand Building, Unilever; Steve Farella , Chairman & CEO, Targetcast tcm; Jennifer Kasper , VP/Digital Media & Multi-Cultural Marketing, Macy's; Brent Poer , EVP, Executive Creative Director, LiquidThread

3:15 PM

Coffee Break

3:30 PM

Sponsor Presentation

4:15 PM

Presentation: Digital Video's Interactive Future, Coming Soon

5:00 PM

Panel: Viral Distribution: Paid, Owned and Earned Media Will Set Your Video Free

By now, most marketers understand that before your ad can start making the viral rounds on Facebook and via email, you should start with a social video platform to help give your campaign a jumpstart. But once you’ve done this, what’s the best way to deploy your owned and earned media assets to support your paid efforts? How do you merge paid, earned and owned media into a cohesive distribution strategy? What social platforms should you be leveraging beyond Facebook, and what kind of costs are you looking at for all of this?

Moderator: Warren Lee , General Partner, Canaan Partners
Panelist: Mark Evans , Managing Director/Head of Social, Mindshare, North America; David Hallerman , Principal Analyst, eMarketer Inc.; Bettina Hein , CEO, Pixability; Harry Schmidt , Chief Industry Visionary, Wildfire Interactive, Inc.

5:30 PM

OMMA Global Cocktail Party

6:30 PM

OMMA Awards Dinner (separate admission ticket required)

October 02, 2012

8:00 AM

Registration Opens

8:55 AM

OMMA GLOBAL MAINSTAGE MORNING SESSION

9:00 AM

Keynote Conversation with Gaston Legorburu, Worldwide Chief Creative Director of SapientNitro

9:45 AM

OMMA Global Panel: After Radical Digital Change, What Is An Agency?

The definition of ad agencies has often been a moving target, but until explosive digital disruption, it has been a relatively slow moving one. It took nearly a century for seminal agencies to evolve from media reps to brand stewards and Big Idea thinker-uppers. And while the impact of globalization, media fragmentation, unbundling, and re-integration each challenged and left their marks on the agency business, the shifts that have taken place due to the acceleration of new digital platforms – especially social and mobile – are changing the fundamental roles and practices of modern agencies, shifting them from crafters and distributors of brand messages to, well, something else entirely. This panel will try to put some dimensions around this question, including: the new media mix of paid, owned & earned; the transition from ad messaging to “content marketing;” the disintermediation of media brokering and the shift toward programmatic trading, “advertising as services,” experience design, innovation incubation, and an array of direct-to-consumer marketing models that are anything but “agent” like roles.

Moderator: Nancy Hill , CEO, AAAA
Panelist: Colleen de Courcy , CEO and Founder, Socialistic; Colin Kinsella , CEO - North America, Digitas; Ty Montague , Co-Founder, Co-CEO, Co: Collective; Reuben Steiger , Principal, Method; John Winsor , CEO, Victors & Spoils, Chief Innovation Officer, Havas

10:30 AM

Coffee Break

11:30 AM

Keynote: The New Moments that Matter: Creating YouTube Content For Today's Viewer

12:15 PM

Panel: Premium Content, Everyone’s Doing It

Jerry Seinfeld, Tom Hanks, Larry King, Will Ferrell – just a few of television’s A-list talent who are devoting significant effort and resources into original online video content. With distributors and portals like Hulu, Netflix, Redbox/Verizon, AOL, Yahoo, and 100 individual million-dollar-funded channels from YouTube, the gold rush is on to create and nurture the next big video program – and the template for mainstream commercial success. Will the influx of A-list talent and investment finally push online video into the consumer mainstream? With so much new content on the way, can everyone succeed? What will distinguish hits from misses? And what will convince advertisers and agencies to broaden their view of video beyond the legacy TV set?

Moderator: Mike Rosen , President, Chief Activation Officer, Starcom USA
Panelist: Rob Barnett , Founder and CEO, My Damn Channel; Frank Besteiro , Head of Business Development, The AOL On Network; Brian Hunt , Head of Creative Development, Original Video, Yahoo!; Kevin Law , CEO, Uncommon Content; Sarah Penna , Co-Founder, Head of Talent, Big Frame

1:00 PM - 2:00 PM

Lunch

1:55 PM

OMMA GLOBAL MAINSTAGE AFTERNOON SESSION

2:00 PM

Keynote Conversation with Michael Sprague, CMO of Kia Motors

2:30 PM

OMMA Global Panel: After Radical Digital Change, What Is Content?

This used to be pretty simple. “Content” is what publishers published, what sponsors sponsored and what consumers consumed. Church/state, editor/reader. Easy, peasy. That is, until digital platforms blew it up. Now everyone is a publisher, from sponsors and their branded media and sites to readers who simply gush ephemera. What now does an “editor” do with and against such a mix? Are any lines left distinguishing publisher, advertiser and reader when media companies strive to “integrate” all of these inputs in order to stay relevant to advertisers and let consumers “see themselves” in the media? But wait, then there is “context,” a new world of smartphones and devices that make media into situational “data” that needs to be malleable and relevant to a place and task. Understanding what a media company even does now is no longer so easy peasy anymore.

Moderator: Michael Wolf , Founder/Managing Partner, Activate
Panelist: Sarah Chubb , President/GM, Gilt City; Fran Hauser , President of Digital, Time Inc. Style and Entertainment Group; Larry Kramer , President and Publisher, USA Today; Jonah Peretti , Co-founder & CEO, BuzzFeed; John Robinson , SVP, Creative, Digitas

3:15 PM

Coffee Break

4:15 PM

Panel: Reality Check - Is Supply Targeting’s Achilles Heel for Video?

With upwards of 450B impressions each month and a sell-through rate and less than 30%, there’s plenty of available display inventory to effectively apply advanced targeting. On the flip side, there are only 10B ad impressions and a 70% sell-through rate in online video. Even if the same technological capabilities that exist in display can be applied to video, should they be deployed at all given video’s supply/demand paradox? Why or why not?

Moderator: Ashkan Karbasfrooshan , Founder/CEO, WatchMojo.com
Panelist: Amir Ashkenazi , Chief Executive Officer & Co-Founder, Adap.tv; Eric Franchi , Co-Founder, Undertone; Jackie Gerhardt , SVP, Managing Director, Media Contacts; LJ Kobe , Group Media Director, Ignited; Kenneth Lagana , Senior Vice President, Entertainment and Lifestyle , CBS Interactive

5:00 PM

Building a Platform to Repeat Campaign Success: The Beauty Inside

5:30 PM

OMMA's Online All-Stars Cocktail Party and Presentations

Coming Soon: More of Everything

The Web video universe continues to expand, and in some cases, it’s expanding exponentially.

From YouTube’s 100 new original channels program, to AOL’s new premium video hub, Yahoo’s investment in original programming, and the scores of new branded content initiatives launched everyday, the video marketplace is being flooded with original video content, all of which its owners would classify as “premium.

The coming year should also see increased video consumption thanks in part to second and third screen adoption and increased sharing across social platforms.

More content and more consumption should mean greater growth for online video advertising.

Indeed, given that premium video supply is greatly outstripped by advertiser demand, the coming content flood will certainly please marketers, but with a finite number of eyeballs and hours in a day, it remains to be seen whether there is enough room for all of these premium content initiatives to succeed.

Only time will tell how the online video industry evolves beyond 2013 but for now, at least, it’s safe to say that buyers, sellers, marketing services suppliers and everyone else in the video ecosystem can expect “more of everything” to persist for the foreseeable future.

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