February 2 - 3, 2021
Virtual Event

Channel Check: Digital Planning Without a Map

Good riddance, 2020. The year that fogged every media planner's horizon last year leads into a nominally clearer view of recovery in 2021. Consumer confidence, brick and mortar, GDP, consumer journeys; all will rebound...but when, where and in what different form after 2020? In order to grasp the impact of a pandemic year across digital media, MediaPost has recast its annual Forecast event to drill deeper into each of the major channels we cover. Across two days we consult our best sources from CTV to performance media, social to programmatic, account management to OOH; to share how they are redrawing the map to guide them through 2021.

We will bring big questions to each of the major digital media channels:
  • How has the streaming boom, both paid and ad-supported, reshufled the video media deck?
  • How will the reboot of live retail reconfigure search and performance strategies and markets...yet again?
  • As brands leveraged new and emerging social channels in different ways last year, are they rethinking the paid, organic, influencer mix?
  • As public spaces refill unevenly, where should planners of traditional and digital OOH be looking for impressions?
  • How will both public polcy changes and increased black box automation of the major platforms impacting pogrammatic media?
  • And as the agency model itself goes up for review, how are both major and indie shops managing their accounts and clients?
Media forecasting got a lot more complicated for 2021. This year, MediaPost digs in deeper and reaches wider to offer the most detailed Forecast for 2021 media.
Join the conversation #MPForecast

Conference Content Programmer

Steve SmithSenior Editor, MediaPost

Forecast 2021 Attendees Include

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Agenda

Tuesday, 02/02

2:30 PM ET
Opening Remarks
2:40 PM ET
Connected TV: The Future Will Be Streamed
While the explosion of CTV/OTT viewing in 2020 gave media buyers more eyeballs and inventory than ever on these channels, it also pushed more of our media time behind ad-free paywalls. Our panel locates the CTV opportunities in the coming year - the best performing and accountable places to find shifting audiences. Beyond this year, however, how are they rethinking advertising for radically new TV screen consumption outside of traditional advertising's reach?
Moderator
Joe Mandese, Editor-in-Chief, MediaPost 
PanelistS
Gibbs Haljun, Total Investment Lead, GroupM’s Mindshare 
Brad Stockton, Vice President-Video Innovation, Dentsu 
3:40 PM ET
Data and Programmatic: More Inventory, Tighter Data
As inventory, pricing and usage patterns settle down after 2020, how are data-driven digital marketers planning for the rest of the year? Cookie-blocking is kicking in across Web and mobile, joined by CCPA restrictions to constrain third-party data use. Meanwhile, on the supply side there is much more diverse programmatic inventory available across new social and mobile platforms, retailer media, audio and more. Our panel explores what is driving programmatic planning as the options expand and the data restrictions tighten.
Moderator
Melissa Bonnick, SVP, Client Results, Dentsu Aegis Network, Programmatic 
PanelistS
Andrew Eklund, Founder and CEO, Ciceron 
Dr. Ram Singh, Chief Analytics Officer, Performics 
Karima Zmerli, Global Chief Data Science Officer, Wavemaker 
4:30 PM ET
We're All 'Up for Review' Now!: How Can Agencies Stay Relevant?
It's not just agency accounts moving around like never before. The legitimacy of the traditional agency model is itself up for review. How are agencies large and small managing the client relationship now? As clients bring more media tasks in-house? As advertising models contract? As fee transparency persists? How are agency leaders pitching and retaining the client base?
Moderator
Steve McClellan, Editor, MediaPost's Agency Daily (MAD), Mediapost 
Panelist
Justin Thomas-Copeland, Chief Executive Officer, DDB North America 

Wednesday, 02/03

2:30 PM ET
Welcome Back/Media Survey Results
2:40 PM ET
Search and Performance: After the ECommerce Tsunami
After an historic, pandemic-driven migration of retail buying online, how will the performance ad market recalibrate in 2021? Upper-funnel prospecting, keyword prices, shopper ads and inventory levels were all in flux. We explore how and where search and performance markets have become more and less predictable going forward. Performance budgets were flush last year as everyone competed on the same channel. What is happening now?
Moderator
Clayton McLaughlin, Managing Director, Chicago, Labelium 
PanelistS
Amie Owen, SVP, Head of Shopper, UM Worldwide 
Jessica Richards, EVP, Managing Director, Commerce North America, Havas Media 
3:30 PM ET
Social Media and Infliencers: Rebalancing Paid, Owned and Borrowed
Social channels swelled with activity last year, but did the role of these platforms in the customer journey change? On the paid side, will social remain efficient even as more players enter the market with a range of new ad products like shopper ads? Meanwhile, are Pinterest, Snapchat and TikTok drawing dollars from almighty Facebook? The influencer model was already contending with concerns about pricing, measurement, and transparency. And the crisis helped many brands cultivate deeper relationships through organic media. What is the new balance for different brands?
Moderator
Ashley Hutchings, Associate Director, Investment Solutions, Social, Kelly Scott Madison 
PanelistS
Erica Patrick, VP, Director of Paid Social Media, MediaHub 
Stefanie Smith, VP, Head of Social, dentsu 
4:20 PM ET
OOH in 2021: Reading the Rebound
Crowd density and pandemics do not mix, and so the core value proposition of Out-of-Home will have a very uneven return in 2021. How will location-based advertisers navigate this halting rebound? Which spaces are coming back on and when? Are digital OOH more effectively finding more available spaces in a social distancing environment? And what are media buyers' expectations for OOH impact, scale and role in a post-COVID customer journey?
PanelistS
Jill Nickerson, EVP, Managing Director, Horizon Media 
Martin Porter, SVP, Head of OOH, dentsu 

Featured Speakers

Andrew Eklund

Ciceron
Founder and CEO

Gibbs Haljun

GroupM’s Mindshare
Total Investment Lead

Jill Nickerson

Horizon Media
EVP, Managing Director

Amie Owen

UM Worldwide
SVP, Head of Shopper

Martin Porter

dentsu
SVP, Head of OOH

Jessica Richards

Havas Media
EVP, Managing Director, Commerce North America

Dr. Ram Singh

Performics
Chief Analytics Officer

Stefanie Smith

dentsu
VP, Head of Social

Brad Stockton

Dentsu
Vice President-Video Innovation

Justin Thomas-Copeland

DDB North America
Chief Executive Officer

Karima Zmerli

Wavemaker
Global Chief Data Science Officer

Melissa Bonnick

Dentsu Aegis Network, Programmatic
SVP, Client Results

Ashley Hutchings

Kelly Scott Madison
Associate Director, Investment Solutions, Social

Joe Mandese

MediaPost
Editor-in-Chief

Steve McClellan

Mediapost
Editor, MediaPost's Agency Daily (MAD)

Clayton McLaughlin

Labelium
Managing Director, Chicago

Erica Patrick

MediaHub
VP, Director of Paid Social Media

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VIP Program

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Quality Pledge

MediaPost strives for excellence in its coverage of media, marketing and advertising. Our mission is to critically engage key questions for brand marketers, media buyers, sellers and emerging platforms. We choose speakers exclusively for their ability to bring perspective and insight to our stage. All conferences are programmed by proven, expert, unbiased journalists. MediaPost has never and will never engage in "pay to play" conferencing.