Steve Smith is a lapsed media studies academic who converted to digital in 1995. He took his Ph.D. in American Studies at Brown and taught seven years at University of Virginia, where he developed the school’s first media curriculum. Leaving scholarship behind in the mid-nineties, he edited Access Intelligence’s Min’s New Media Report during the Web’s first boom. He is the weekly columnist on digital strategies for Media Industry Newsletter (MIN) and is the co-Chair of the magazine industry’s annual MIN Day conference.
His features on interactive marketing appear regularly in MediaPost’s Media and OMMA Magazines, and his Mobile Insider and Behavioral Insider columns appear weekly at mediapost.com. An unrepentant geek, Steve also writes about every gadget he can get his hands on for Laptop, CPU and E-Gear Magazines.
Meet Steve at:
Opening Remarks
Date/Time: 10:35 AM
Opening Remarks
Date/Time: 10:35 AM
Panel: Reallocation Tango: The Post-Cookie Media Plan
Date/Time: 11:55 AMAs platforms cut brands off from the precise ad tracking that helped build D2C, companies are diversifying their media mix, devising workarounds, opting for bigger branding efforts on CTV and even OOH and direct mail. We ask our panel to declare where, how and why they have reallocated their media budgets in the last year. What have they learned about post-cookie performance and ROAS?
Case Study Q&A: A Legacy CPG Finds Direct Connections
Date/Time: 12:45 PM
Traditional CPGs like E.J. Gallo have struggled to build consumer direct relationships, let alone the kind of first-party data that drives this generation of D2Cs. But as D2Cs move into brick and mortar, and now have to contend with a more attenuated personal and data relationship with their consumers, what can they learn from an old hand? Marisa explores how she is using a range of new partners and tactics, from delivery apps to wine clubs and tasting events to create new pools of first and zero-party data.
Panel: Did You See That Ad?: Messaging the Breaks Through the Clutter
Date/Time: 10:30 AMWe close the D2C Brand Insider Summit with Show and Tell. We ask several of our D2C brands to share examples of creative ads that have broken through and tell us how and why it worked.