Agenda

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Wednesday, December 10

6:30 PMValhalla Room, Stein Eriksen Lodge

Thursday, December 11

7:00 AM
Registration Opens
8:00 AM
Breakfast
8:45 AM
Opening Remarks
MC
Rob Griffin, EVP, Global Head of Digital, Havas Media
9:00 AM
Keynote:
Keynote
David Buckley, CMO , Sears Hometown & Outlet Stores
9:30 AM
Despite organic search results disappearing from above the fold on desktop and mobile devices, Google algorithms like Hummingbird, Panda and Penguin, and manual penalties against organic search remain an important part of online marketing. Optimizing content such as text, video, and audio can make a huge difference in a brand's success and in the career path of digital marketers. Google and Bing use every tool to reward great content and banish those using poor content. A panel of experts will debate what search marketers need to survive and thrive as the next wave of algorithms sweeping the Web.
Moderator
Jennifer Tan, Senior Director, Performance Marketing , Experian
PanelistS
Lisa Kagel, Senior Director, Digital Strategy and Experience Digital Engagement, American Red Cross
Kevin Lee, Chairman and CEO, Didit
10:15 AM
National marketers will spend 36.5% by 2019, up $9.2 billion, of their total advertising budget targeting local audiences. Wearable devices and connected cars will contribute to the increase. New research and insight based on data from BIA/Kelsey Managing Director Rick Ducey shares new data on the changes occurring today and what 'marketers can expect in the future.
Presenter
Rick Ducey, Managing Director, BIA/Kelsey
10:45 AM
If it's all about transparency, what happened to the keywords? Staying ahead of search engine changes means more than adapting to the next feature or algorithm change. It's about knowing where search engines are heading and how best to meet them there. Join a panel of paid and organic search experts as they debate close-variant match and Knowledge Graph search will change search engine marketing and how to prepare your Web sites, advertising and digital approach. Search is changing. Are you ready?
Moderator
Ryan DeShazer, EVP, Managing Director, inVentiv Media 360º
PanelistS
Mike Grehan, Managing Director/CMO , Acronym
David Rodnitzky, Founder, 3Q Digital
11:30 AM
The other search engine marketing. The one that supports brands on wearable devices, voice search and assistants, and connected cars will change the way consumers consume information and content. The trend not only challenges the meaning of the term "search engine marketing," but it forces the media to conform and inform, rather than sell products or services. Join a panel of experts to uncover the implications for search, marketing, and data, and discuss how connected devices test the foundation of search engine marketing extending the paradigm to include other high-intent targeting signals regardless of the source.
Featuring
Grant Simmons, VP of Search Strategies, For Rent Media Solutions
Interviewer
Andy Beatman, SEO Director , Ecselis
12:00 PM
A primary role of the traditional agency is to act as a filter on bright shiny objects in the market for clients and identify the technologies and trends truly worth pursuing. We end each morning of the Search Insider Summit leaning far forward, asking a senior agency executive to present three "picks" of startups, apps, ad formats or technologies that should be front and center on marketers' radar for 2015.
Presenter
Lijo Joseph, Senior Director, Performance Media, Beeby Clark+Meyler
12:15 PM
Video As The Next Performance Marketing Opportunity
The Internet's New Definition of Search Engine Marketing
Can I Really Track Consumers Across Channels and Devices
1:00 PM
Lunch
2:00 PM
Skiing at the Deer Valley Resort
Ski Competition Sponsored by Magnetic
Snowshoe Tour at the Deer Valley Resort
Snowmobiling at Garff Ranch
5:30 PMStein Eriksen Ballroom
6:30 PMStein Ballroom Foyer

Friday, December 12

7:30 AM
Registration Opens
8:00 AM
Breakfast
9:00 AM
The challenge of using micro-conversion thinking to manage campaign results for display and paid search campaigns, and the benefits when it all comes together.
Keynote
Daniel Loebl, Head of Digital Center of Excellence for Americas, AIG
9:30 AM
There are benefits to having search marketers lead programmatic media buys. For starters, the skill sets required are similar. Both require a data driven approach. Insights from search campaigns are used to inform search retargeting campaigns and other audience targeted campaigns across display, mobile and video. A foundation in paid search improves cross-campaign targeting, understanding of attribution and provides insights. For example, lookalike modeling and the use of high-intent third-party data can expose new opportunities in programmatic display media. This panel will explore the opportunity for search marketers to expand their capabilities and responsibilities to include programmatic display, mobile, video, and social.
Moderator
George Popstefanov, Founder and Chief Idea Officer, PMG
PanelistS
Jon Kagan, Sr. Director of Search and Biddable Media at MARC USA, Results:Digital
Frost Prioleau, CEO, Simpli.fi
Sid Shah, Director of Business Analytics for Advertising Solutions, Adobe
10:15 AM
The explosion of adtech and the integration of advanced technologies continue to change the way brands communicate with consumers, but also transform the dynamics of business. Aside from driving results, marketers often shoulder the responsibility of integrating processes across brands, IT, procurement, and numerous agencies. They must communicate priorities, value and requirements to shepherd teams. Join to identify and discuss these challenges and share best-practices for overcoming organizational gridlock and improve the execution of integrated marketing strategies.
Presenter
Jason Dailey, SVP Search and Performance Marketing, MediaVest
10:45 AM
Amazon.com is the 800-pound gorilla in any eCommerce SEO and paid search discussion. With reports that Amazon will expand its advertising placement opportunities outside its network of sites through Amazon Sponsored Links, should marketers view the marketplace as more than a shopping portal? There are other considerations, too, such as adMarketplace, eBay, and Google's move to turn partner sites like Walmart into connected networks as part of the tech company's program AdSense for Shopping. Learn from a panel of experts about how best to leverage alternative search channels to reach a broader audience.
Moderator
Neil Doshi, Managing Director, Sr. Internet Analyst, CRT Capital Group
Panelist
Roger Barnette, President, IgnitionOne
11:30 AM
Google, Bing, Yahoo and other engines continue to search for ways to keep consumers engaged longer on their respective search engines without becoming a nuisance to serve more search ads, yet remain relevant. Searchers spent 08:02 minutes per search session on Google.com in July 2014, up from 05:23 in July 2013, per Millward Brown Digital research. Queries for airline flights and hotels on google.com now pull-in the data from participating Web sites and serve-up in lists of results, giving competing brands more opportunities to connect with potential customers before clicking through to the brand's site to complete the deal. What happens when search engines add "buy" with an ecommerce button? Is Amazon just a commerce engine? A panel of experts will discuss the pros and cons.
Moderator
Mike Perlman, SVP, Media, Millward Brown Digital
PanelistS
Darren Clark, Chief Technology Officer , YP
Rick Galán, Director of Digital Marketing, Blendtec
12:00 PM
A primary role of the traditional agency is to act as a filter on bright shiny objects in the market for clients and identify the technologies and trends truly worth pursuing. We end each morning of the Search Insider Summit leaning far forward, asking a senior agency executive to present three "picks" of startups, apps, ad formats or technologies that should be front and center on marketers' radar for 2015.
Presenter
Matt Belson, Group Account Director, Mullen
Panelist
Steven Gibson, Client Director of Search, Initiative
12:15 PM
Programmatic, The New Opportunity For Search Marketers
When Buy Buttons Move From Web Sites To Search Engines
What You Need To Know About Search Marketing
1:00 PM
Lunch
2:00 PM
Skiing at the Deer Valley Resort
Ski Competition Sponsored by Magnetic
Tubing at Gorgoza Park
Yoga in the Wellness Studio
5:30 PMStein Eriksen Ballroom
6:30 PMStein Ballroom Foyer
7:30 PMButcher's Chop House, Downtown Park City

Saturday, December 13

7:30 AM
Registration Opens
8:00 AM
Breakfast
8:30 AM
Keynote:
9:00 AM
From and cars to baby monitors, the number of devices accessing the Internet continues to rapidly rise, but our inability to understand and measure human behavior across these platforms remains a serious problem for advertisers. Google can track conversion rates for only 20% of its users, and only for those who begin their search at google.com. This means missed advertising opportunities and conversions. In this session marketers will discuss Apple, Facebook Mozilla, Tivo, and other companies that have begun to explore the behavioral and relationship-based patterns that emerge across devices and what this means for ad serving now and in the future.
PanelistS
Nik Ajagu, Head of Partnerships, Facebook Atlas
David Laird, Director of Search Insights, Yahoo!
9:45 AM
Content creators often use Facebook to promote their programming, but prefer people to watch videos on YouTube and other platforms where they can more easily generate revenue through ad sales. YouTube ranks second behind Google as the largest search engine on the Web. This type of customer intent data provides brand marketers a huge opportunity to understand their audience and produce useful and relevant content. Join a panel of experts to discuss the future of YouTube, Facebook and other platforms supporting video, direct response lead capture, and ecommerce to determine what it means for advertisers and brands as search moves into the next generation of performance marketing.
10:30 AM
Presentation: Bright Shiny Objects 3
10:45 AM
Roundtables
11:30 AM
Conference Concludes