Agenda
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Thursday, April 4
7:00 PM
Friday, April 5
7:30 AM
Registration Opens
8:00 AM
Full Breakfast
8:15 AM
8:45 AM
Welcome and Opening Remarks
- MC
- Steve Smith, Senior Editor, MediaPost
9:00 AM
Keynote: The Digital Video Story: Where we are Today, Where we Need to Be and How We Get There
Digital video has an image crisis. It hasn't (yet) reached its potential. Infrastructure isn't as sound as it needs to be. Brands aren't spending as much as they should and we don't yet have a portfolio of big success stories to catapult the sector from adolescence to maturity. But there's good news: our industry -- comprised of executives from brands, agencies and media & technology companies -- has built a foundation to sustain the next big category in media and marketing.
By examining the current digital video paradigm, we can begin to chart a course for the future.
By examining the current digital video paradigm, we can begin to chart a course for the future.
- Keynote
- Jordan Bitterman, Senior Vice President, North America Lead for Social, Mobile & Content, Digitas @jordanbitterman
9:30 AM
Research presentation: The Brand Element of Online Video Advertising
The success of your video ad doesn't solely depend on drop off and completion rates. It's about brand impact. In some ways, what you know about optimizing the brand impact of TV advertising translates beautifully but on the other hand it's really a whole new world.
Video content has the ability to be more relevant and useful to the users, and therefore more persuasive but our research shows that despite improvements in repurposed TV advertising, there is a strong aversion by consumers to these ads when they are attempting to access streaming content. Driving ROI should not come at the detriment of brand.
Video content has the ability to be more relevant and useful to the users, and therefore more persuasive but our research shows that despite improvements in repurposed TV advertising, there is a strong aversion by consumers to these ads when they are attempting to access streaming content. Driving ROI should not come at the detriment of brand.
- Presenter
- Ann Green, Senior Partner, Corporate Innovation and Solutions, Millward Brown
10:00 AM
Panel: Is It All “Just Video” Now?: Planning For A Multi-Screen World
Pundits and prophet have cultivated a new meme: “It’s all just video now.” Time shifted viewing, devices, OTT connection have robbed TV of its exclusive domain to sight, sound and motion. But is this really so, for the media planner who has to move budgets across TV and online media, who has to hit those GRPs and show ROI? We start the Video Insider summit from the topmost ledge for media planners: what is the strategic value of digital video and where it is consumed? Is the digital channel merely echoing and amplifying stories that start on TV or are they leveraging the digital channels effectively to capture unique, more targeted audiences with richer deeper engagements? Is an online or tablet eyeball really the same as a TV viewer, and Is video being planned and bought campaign to campaign, or are larger video strategies emerging that involve paid and earned video, pre-rolls, destination sites, and now mobile apps? Is there really a “just video” plan?
- Moderator
- Joe Mandese, Editor-in-Chief, MediaPost
- PanelistS
- Ann Green, Senior Partner, Corporate Innovation and Solutions, Millward Brown
- Randy Kilgore, Chief Revenue Officer, Tremor Video
- Mike Racic, Executive Vice President, Managing Partner, U.S. Portfolio Management, UM
- John Wolff, Vice President – Digital Strategy, Carat
10:45 AM
Panel: Getting Upfront with NewFronts: What Do Buyers and Planners Want From Media?
Video publisher have longed for a parallel digital universe where they can pre-sell their upcoming projects and inventory to advertisers in much the same way TV networks hold “Upfronts” for agencies and brands. But is such a model really needed and wanted by the buying community? As the industry readies yet again for the video “NewFronts” at the end of April, we ask the buy side to explore what they are looking for from publishers in planning their budgets. What content really seems worth sponsoring, and what kinds of distribution plans do marketers want to see up front? How do video providers need to better conceptualize, package, price and perhaps pre-sell their video inventory? What was wrong with earlier attempts at digital upfronts? Our panel of veteran video buyers and sellers contemplate whether online video content and distribution really ready for the prime time model…or needs to be.
- Moderator
- Mike Bloxham, Executive Director, Marketing, Media Behavior Institute
- PanelistS
- Roland Hamilton, Managing Director, Daily Motion, US
- Francois Lee, SVP, Group Client Director, MediaVest USA @francois_lee1
- Adam Potashnick, Senior Partner, Group Account Director, Mediacom
- Guy Rancourt, VP, Associate Media Director, Hill Holliday
11:30 AM
Research Presentation: Video Everyone: How Consumers Are Engaging with Video Content Online and Across Screens
Marketers are faced with increasingly challenging questions: How should I be allocating my spend across TV and online video? What role should video on mobile devices play? How do the various channels work together? Where are the areas of overlap or opportunities to reach new audiences? And, how can I tell a brand story to these audiences across all devices in a way that will resonate with them more than messaging in a silo? comScore’s Lynn Bolger explores how video is being integrated into people’s lives across screens and place, how it is being consumed differently on various screens, and how marketers can plan and measure performance in a multi-screen world.
- Presenter
- Lynn Bolger, EVP, Advertising Solutions, Comscore
12:00 PM
Roundtables
Is it all just video now? - Table lead: Joe Mandese, Editor-in-Chief, Mediapost
The state of the pre-roll - Table lead: Mike Racic, Executive Vice President, Managing Partner, U.S. Portfolio Management, UM
Understanding the screen agnostic viewer - Table lead: Lynn Bolger, EVP, Advertising Solutions, comScore
What should buyers and planners look for from the video Newfronts - Table lead: Guy Rancourt, VP, Associate Media Director, Hill Holliday
12:45 PM
Lunch
1:00 PM
2:00 PM
2:00 PM
Afternoon Activities
Golf
Ice Skating
Spa
Horseback Riding
Rock Climbing
Ice Skating
Spa
Horseback Riding
Rock Climbing
6:30 PM
7:30 PM
Dinner
Saturday, April 6
7:30 AM
Registration Opens
8:00 AM
Full Breakfast
8:45 AM
Keynote: The Cross-Platform Playbook
It took a full court, multi-screen press to help make the films ‘Django Unchained’ and ‘Silver Linings Playbook’ into the box office and Oscar hits they became. Bringing a movie property above the noise requires an integrated strategy for putting a film’s best selling point, video, forward on every available screen. Weinstein Company SVP of Marketing Bladimiar Norman explains how the company works its promotional magic across TV, mobile, desktop.
- Keynote
- Bladimiar Norman, SVP Marketing, The Weinstein Company
9:15 AM
Panel: We’re All Publishers Now: Content Marketing In A Narrowcasting World
The $300,000 TV spot shoot is all well and good for your colleagues on the big media side, but the digital space requires different economics and editorial models. Pushing clips aimed at niche audiences across countless channels and in an always on, voracious medium that needs to be fed. Brands are publishers here, so must agencies become newsrooms? What do those new economics look like and how is ROI being calculated? And in the end, if content really is one of the chief areas of investment for marketers in the coming years, how will this change the cost structures, creative briefs and ongoing client relationship for the evolving agency?
- Moderator
- Tina Chadwick, VP Group Creative Director, Moxie Interactive
- PanelistS
- Brian Carley, Executive Creative Director, Rokkan
- Judith Hammerman, Sr. Partner Director, AOL Originals
- Mina Seetharaman, Executive Director, Advanced Video Practice, OgilvyOne New York
- Irina Skaya, Associate Director, Content Strategy & Distribution, Sparks & Honey
10:00 AM
Panel: You Gotta See This! Is “Social Video” the New “Viral”?
Video sharing has evolved into a sophisticated distribution system for marketers that often traverse the paid, earned and owned media buckets. It is not just a matter of going viral anymore. Facebook’s emergence as one of the major video platforms as well as the rise of native ad formats that accommodate streaming video messaging have added new dimensions to the social distribution plan. But what does “social video” mean to marketers and planners now? How are the distribution mechanisms informing creative, budgeting, planning?
- Moderator
- Carree Syrek, Chief Strategy Officer, Kinetic Social
- PanelistS
- Keith Bonnici, Senior Vice President of Corporate Development, Evolve Media, LLC
- Daniel Gergely, Director of Business Development, Wing
- Sloane Kelley, Director of Interactive Strategy, BFG
- Jeff Semones, President, M80 @Semones
10:45 AM
Research Presentation: Developing Truly Integrated Multi-Platform Advertising Campaigns
Despite the fragmentation of audiences across devices, advertisers continue to invest dollars in single platform silos more often than not. But the metrics show that this structure misses the tremendous opportunity for more effective and impactful advertising that multi-platform offers. Nielsen’s Chris Louieshows how some leading media buyers and sellers have pursued truly integrated multi-platform models, and how they are realizing significant impact to their effectiveness and the bottom line. We will explore the questions, barriers, and opportunities for multi-platform advertising and suggest a framework for effectively planning and measuring the performance of truly integrated campaigns.
- Presenter
- Chris Louie, Vice President Product Leadership, Nielsen
11:15 AM
Panel: Metrics that Matter In a Screen Agnostic, Big Data World
Screens, screens, everywhere, and not a yardstick to measure them. Cross-platform distribution and multi-screen planning have ratcheted up the perennial metrics malaise yet again. Online GRPs? The proposed XCR Cross Platform Campaign Ratings? And a host to attribution models all vie to prove some kind of ROI on video investment. But how are marketers making sense of it all now? How is success not only being measured, but how is feedback from these platforms being folded into the larger analytics project that is “big data” in many companies? How are brands evaluating ROI but also gaining real consumer insight from it all?
- Moderator
- PJ Bednarski, Columnist, MediaPost
- PanelistS
- Tony Cardinale, Executive Vice President, Insights & Media Strategy, NBCU
- Chris Louie, Vice President Product Leadership, Nielsen
- Stewart Pratt, Director, Data and Analytics, SapientNitro
- Russ Somers, VP Marketing, Invodo
- Jim Spaeth, CEO, Media Behavior Institute
12:00 PM
Roundtables
Optimizing Social Video Distribution - Table lead: Carree Syrek, Chief Strategy Officers, Kinetic Social
What Video Metrics Matter? - Table lead: PJ Bednarski, Columnist, Mediapost
Brands As Publishers: Should Video Be Part of the New Marketer 'Newsrooms?' - Table lead: Tina Chadwick, VP Group Creative Director, Moxie Interactive
12:45 PM
Lunch
1:00 PM
2:00 PM
2:00 PM
Afternoon Activities
Golf
Hiking
Spa
Carriage Ride
Hiking
Spa
Carriage Ride
6:30 PM
7:30 PM
Dinner
Sunday, April 7
7:30 AM
Registration Opens
8:00 AM
Continental Breakfast
8:30 AM
Case Study: From the Couch to the Driver’s Seat: Nissan Revs Up Second Screen Experience for Gamers
Today’s consumer is hyper-connected, always on, and more actively engaged than ever before. So how do you capitalize on this behavior to amplify and extend interactions with your brand? For Nissan, it means not trying to regain control over the viewing experience, but rather giving the fans the keys—transporting them from the couch, directly into the heart of the action. Hear how Nissan used social TV and time-synched video content to create Pit Pass, a mobile-first, driver-centered experience on steroids, to drive deeper engagement with its popular racing reality show, GT Academy.
- PresenterS
- Amanda Levy, Senior Vice President, Critical Mass
- Steve Savic, Group Creative Director, Critical Mass
9:15 AM
Panel: Over The Top Is Around the Corner: Can TV App-ification Find Advertisers?
As connected TV sales explode, game consoles expand VOD services and Roku, Boxee and Apple TV boxes reach beyond the early adopter, the TV economy gets complicated. Digital video providers have dreamt for a decade of getting their content onto the bit living room screen, but be careful what you wish for. Scalability, the absence of standardized ad formats and reporting, and countless technologies and platforms could leave OTT a popular but under-funded mess. Are there paths to success here? Or are we in for a protracted new living room war?
- Moderator
- Tim Hanlon, Founder and CEO, The Vertere Group, LLC @Timhanlon, @verteregroup
- PanelistS
- Andrew Kippen, VP of Marketing, Boxee @academik
- Tara Maitra, SVP, GM of Content and Media Sales, TIVO
- Sharon Peyer, Co-founder, HitBliss
- Debby Ruth, SVP/Global Sales and Marketing/Advertising Technologies, NAGRA
- Andy Wasef, Head of Innovation and Technology for North America, MEC @mecideas
10:00 AM
Panel: RTB And The Future Of Buying Video
Over 1 billion streams a day are now available on the real-time bidding exchanges in the U.S. Are they worth buying? And who is buying at this early stage? And will some of the troubling “race-to-the-bottom” dynamics seen in display RTB undermine a video ecosystem that has succeeded so far in maintaining premium value? We bring together buyers and sellers to explore whether the market is ready for this inventory, with the targeting, measurement and brand safety standards advertisers need. How do marketers find the value and efficiency inherent in the RTB model without putting their brands at risk?
- Moderator
- Krizia Manzano, Manager, Client & Media Strategy, MORPHEUS MEDIA
- PanelistS
- Patrick Bonomo, COO, Spafax Networks
- Gian Lombardi, SVP Eastern Sales, YuMe
- Mukund Ramachandran, General Manager, Video and Brand Solutions, DataXu
10:45 AM
Roundtables
Planning for an Over The Top Future - Table Lead: Tim Hanlon, Founder and CEO, The Vertere Group, LLC
Optimizing Video Ad Spending - Table Lead: Brian Allen, Visualtising, Brian Allen
11:30 AM
Conference Concludes
