Agenda

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Tuesday, April 12

8:00 AM
8:45 AM

9:00 AM
A brief look at the changes and challenges facing the television and marketing industries in an age when technology is both lending a hand and getting in the way of progress

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Keynote
Anne MacDonald, Executive Vice President and Chief Marketing Officer, Travelers
9:30 AM
The idea of precision ad targeting is as old as the classic John Wanamaker line (“I know that half my advertising is wasted, I just don’t know which half”), but television continues to be bought and sold on the basis of crude surrogates like age/sex demographics. When will the age of individually targetable TV advertising finally arrives? Who might make it happen? What are the necessary changes in an increasingly complicated TV advertising marketplace to make TV a more precise tool for marketers?
PanelistS
Seth Haberman, Founder & CEO, Visible World
Michael Kubin, Executive Vice President, Invidi Technologies
Anne MacDonald, Executive Vice President and Chief Marketing Officer, Travelers
Dave Morgan, CEO, Simulmedia, Inc.
10:15 AM
For years, agencies have been replacing the word “television” with “video” in their buying groups, but is Madison Avenue really ready for the concept of video-neutral planning, targeting consumers across a multitude of screens on-the-air, online and on-the-go? Can, or should video advertising be planned and bought as a format vs. a distribution medium?
PanelistS
Teri Gallo, VP, Programmatic Practice, Mediabrands Audience Platform
Jeff Minsky, Director of Emerging Platforms, Omnicom Media Group
John Nitti, EVP, Zenith Media
Chris Pyne, Chief Strategy Officer, MediaCom US
11:00 AM
11:15 AM
The Council for Research Excellence will present preliminary findings of a study of users across video platforms and formats.

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Presenter
Richard Zackon, President, PCN Coaching
11:30 AM
Are college students really dropping their cable subscriptions and abandoning traditional TV for over-the-top solutions, smartphones and computers? What screens are they using, what are they watching and how (and where) are they getting their content? In the midst of a rapidly changing video landscape, a panel of local college students will deliver a dose of reality as they discuss their TV and video consumption behaviors, sources and choices.
12:15 PM
Set-top box data opportunities are beginning to play a role today in helping agencies and marketers drive more efficient reach and plan more effectively.  How can you leverage new data sources to manage a broader portfolio of ad inventory--without sacrificing brand fit? How can we move beyond general target buckets—where everyone is just an age and sex characteristic—with an end goal of getting a better return on investment?

View Cathy Hetzel’s presentation slides
View Tara Maitra’s presentation slides
View George Shababb’s presentation slides
Moderator
Jen Soch, SVP Activation Director, Advanced TV, MediaVest
PanelistS
Terese Herbig, SVP, Sales & Marketing, TRA
Cathy Hetzel, President, Advanced Media & Information Division, Rentrak Corporation
Tara Maitra, SVP, GM of Content and Media Sales, TIVO
George Shababb, President, Kantar Media Audiences NA
1:00 PM
1:15 PM
 Presented by Acxiom

2:00 PM
Reuben Steiger, SVP and General Manager of IPG Media Lab in New York, will present a series of case studies illustrating how video story-telling is evolving as content and viewers traverse screens, and what the implications are for advertisers, agencies and content creators. Following his presentation, there will be a panel discussion focusing on the creative process, building an audience, the roles of different outlets in revealing the narrative, and what the value proposition is to potential sponsors.

View Reuben Steiger’s presentation slides

View Steve Coulson’s presentation slides
View Noah Harlan’s presentation slides
View Denise Smith’s presentation slides
Moderator
Reuben Steiger, Principal, Method
PanelistS
Brian Clark, Founder and CEO, GMD Studios
Steve Coulson, Partner, Creative Director, Campfire
Noah Harlan, CEO, Two Bulls LLC
Denise Smith, SVP, Group Media Director, Universal McCann
Steve Wax, Member, IAB Agency Advisory Board
3:00 PM
Historical set top box viewing patterns, genre affinity audience flow and individual commercial audience delivery guarantees are concepts beginning to permeate the national TV buying process. This panel will explore how the leading practitioners of these arcane sciences are able to utilize set top box viewing data in combination with sales representation of commercial TV inventory to deliver more targeted television campaigns.

View Mitch Oscar’s presentation slides

View Matt DelRe’s presentation slides
View Chip Scully’s presentation slides
View Jon Werther’s presentation slides
Moderator
Mitch Oscar, EVP, Televisual Applications, MPG
PanelistS
Maureen Bosetti, EVP, National Broadcast Director, Optimedia
Matt DelRe, Manager, TV Ads, Google, Inc.
Chip Scully, National Sales Director, Microsoft Advertising TV Network
Jon Werther, Chief Revenue Officer, Simulmedia, Inc
3:45 PM
4:00 PM
Brian Levine, President of Innerscope Research, presents an update of a model for understanding how the brain relates to media content across various screens, and the cognitive, emotional and physiological implications for marketers, agencies and the media.

(Presentation slides are not available)
Presenter
Brian Levine, President and Co-Founder, Innerscope Research
4:30 PM
Ever since the earliest interactive TV test beds – QUBE, Full-Service Network, etc. – the TV industry has promised Madison Avenue that it was on the cusp of a new era of interactivity that would transform the television set into a two-way story-telling and selling machine. That was a quarter century ago. After decades of fits and false starts, is interactive TV finally becoming a reality?
PanelistS
Rob Aksman, Co-Founder and Chief Experience Designer, BrightLine
Pat Ivers, Co-Founder,Executive Vice President, Advertising Sales, The Band
Lou Mastria, CIPP, CISSP, Executive Director, Digital Advertising Alliance
Larry Samuels, GM, Advanced TV, Dish Network
5:15 PM