March 18, 2014
Washington, D.C.

Event Sponsors

Agenda

Tuesday, 03/18

8:00 AM
8:00 AM ET
Registration Opens
8:15 AM
8:15 AM ET
Contiinental Breakfast
9:00 AM
9:00 AM ET
Opening Remarks
MCS
Joe Mandese, Editor-in-Chief, MediaPost 
Steve Smith, VP, Editorial Director, Events, MediaPost 
9:15 AM
9:15 AM ET
Keynote Conversation: Between Two Ferns
What can general marketers learn from political campaign strategies and the art and science of political media storytelling? Those will be among the topics during a 'fireside chat' between MediaPost’s Washington-based columnist Bob Garfield and Joe Rospars, co-founder and CEO of Blue State Digital, which was the principal digital strategist of President Obama’s 2008 and 2012 campaigns.
Keynote
Joe Rospars, CEO, Co-founder, Blue State Digital 
Interviewer
Bob Garfield, Co-Host, On The Media/Host, “The Genius Dialogues” 
9:45 AM
9:45 AM ET
DNC, RNC : Meet DSP, DMP -- Learning The New ABCs Of Data
Data was the darling of the 2012 campaign, so now everyone seems to be selling (or buying into) the DMP Game (for data management platforms). But does your campaign really need one? What can DMPs do? How do they interact with the demand side display ad platforms that are driving much of online media buying now? And more to the point, how do they help campaigns meet the biggest challenge of all – integrating data across online and offline channels? Coordinating records and synchronizing messaging to loyalists and prospects was supposed to be the secret sauce for the successes of 2012. But how much channel integration really is going on (or even possible) given the mess of data inputs? Much is being promised in the arena of big data in politics. In this panel we try to filter the signal from the noise.
Moderator
Joe Mandese, Editor-in-Chief, MediaPost 
PanelistS
Gayatri Bhalla, COO, Catalist 
Abby Sineni, Research Manager, Borrell Associates 
Michael Snow, Chief Business Development Officer, Intermarkets, Inc. 
Scott Stansfield, Founder, Tango Media Systems 
Jim Walsh, Co-Founder and CEO, DSPolitical 
10:30 AM
10:30 AM ET
Keynote: The Role of Digital in Political Media Buying
For decades, television has been the heart of political media buying. But despite digital growth, for the majority of campaigns TV spending has not slowed down. Campaigns have not found a reliable digital metric equivalent to GRPs, and candidates overwhelmingly pref tried and true models. Russ Schriefer, who has worked on six of the last seven presidential elections, discusses how digital and traditional TV can be friends. He'll describe the power behind integrating the creative and content buying strategies and discuss the metrics that are needed to otimize media spending and maximize impact. He’ll also explore real-world examples that have used both digital and TV. You'll learn what’s at stake if you do not get this right!
Keynote
Russ Schriefer, Partner, Strategic Partners’ Media 
11:00 AM
11:00 AM ET
Coffee Break
11:30 AM
11:30 AM ET
The New Political Consumer: From Main Street to Multi-Screen
Just as in every aspect of modern marketing, political appeals must start with a rapidly changing media consumption landscape. As voters move from screen to screen, from predisposition to conviction and decision, they are now absorbing appeals from many sources. How are decisions being made? Just as marketers in other segments are gleaning from big data a more subtle 'path to purchase' in a multi-screen age, learn how digital data inputs are changing the profiles of the different voting clusters? How are the new channels of social media, viral video distribution, online content marketing, blogging and real-time news impacting political decision-making?
Moderator
Dan Hodges, CEO & Founder, Consumers In Motion 
PanelistS
John Gable, Founder and CEO, AllSides 
Lucas Krump, Director of Platform Solutions, BrightRoll 
Jason Rosenbaum, Elections and Advocacy, Google 
Patrick Ruffini, Co-Founder/Chairman, Engage 
Stephen Smith, Managing Director, Purple Strategies 
12:15 PM
12:15 PM ET
The Raucous Diner: Social Media’s Peril And Promise
Social media has emerged as a platform for political messaging and recruitment that is as volatile as it is viral and promising. Twitter, Facebook and Instagram offer incredible reach and message velocity, but we know how quickly a message gets turned inside out by the opposition and your promotions can become virtual brawls of uncontrollable messaging and warring hashtags. How are marketers leveraging and containing these platforms? What lessons have been learned about how, when and to whom social media initiatives make sense? How does a campaign handle hijacked hashtags and misdirected messages? And how do planners decide the mix between paid, earned and owned social media?
Moderator
Ari Zoldan, CEO, Quantum Media Group 
PanelistS
Michael Cornfield, Associate Prof./Research Director, Global Center for Political Management, GW Graduate School of Political Management 
Shaun Dakin, Principal, Dakin Associates 
Read Scott Martin, Partner, Social Media Attitudes 
Amy Pritchard, Principal, Mission Control 
Elianne Ramos, Principal, Speaking Spanish Communications 
1:00 PM
1:00 PM ET
Lunch
1:45 PM
1:45 PM ET
Welcome Back
2:00 PM
2:00 PM ET
Research Presentation: The Role of Old Media in the New Media World
Campaigns are rapidly integrating digital and online strategies into their campaign plans and are using increasingly sophisticated analytical techniques to target voters. Still, in any competitive election, far and away the largest share of spending will continue to go to local spot television. When it comes to local spot then, what were the lessons learned in 2012 and how much money is likely to flow to where in the upcoming 2014 mid-terms?
Panelist
Kenneth Goldstein, Professor of Political Science, University of San Francisco 
2:30 PM
2:30 PM ET
The Targeting Challenge: From GRPs to DSPs
Digital channels represent unprecedented levels of nano-targeting to audiences by leveraging massive real time date utilizing demand side platforms (DSPs). We know the platform can find those who will donate. But what else can digital media solve for in the next election? It's proven to be massively successful for direct response. But as campaigns move beyond fund raising and towards organization, persuasion, turnout, what targeting/audience segmentation will work for the new tasks? TV and radio, driven by mass reach and persuasion/reminder messaging continues to earn much of the spend, especially late in a campaign. Where will digital fit in to the full campaign cycle? How does it need to be tweaked, redirected and optimized as the goals and audiences shift close to election day? And can you “over-target” prospects with messaging that is too narrow?
Moderator
Tom Cotton, Co-Founder and Partner, Protagonist and ExactCast 
PanelistS
Michael Beach, Senior Advisor for Paid Media Optimization, Cruz for President/Co-founder, Targeted Victory 
Matthew Gagnon, Director of Digital Strategy, Republican Governor's Association 
Rich Masterson, Chairman, CampaignGrid 
Peter Pasi, VP, Political Sales, Collective 
Kikke Riedel, Vice President, Strategy, Research and Insights, MilkPEP 
3:15 PM
3:15 PM ET
Coffee Break
3:30 PM
3:30 PM ET
The Message Is The Message: Is There Content at the End of the Funnel?
All the data and advanced targeting in the world does a campaign no good unless the candidate has something relevant to say to the targeted voter. As with packaged goods, the real digital opportunity for political campaigning might be less in advertising than in content. From Web sites to videos to position papers, campaigns need a content strategy that maps against their data and targeting approach. Is this the next great challenge for campaigns online – the new art of content marketing?
Moderator
Robert Aho, Partner, BrabenderCox 
PanelistS
Julie Germany, VP, DCI Group 
John Randall, VP of Digital, CRAFT 
Sam Santarelli, EVP, Brightline Interactive 
Ken Strasma, Co-Founder, HaystaqDNA 
Emily Williams, Senior Director, Global Strategy Group 
4:15 PM
4:15 PM ET
Measure and Repeat: Analytics, Attribution and the Optimized Campaign
You can’t spend budgets and optimize media without some understanding of ROI. But metrics need to be built into campaigns from the bottom up – from pre and post campaign lift studies to attribution models. What can political campaigns learn from online media and what discrete metrics and measures will the political realm need to apply? An election win is the final, ultimate measure of success ... but how do campaigns leverage digital media inputs to monitor progress, establish milestones and attribute the relative impact of their various investments?
Moderator
Jon Gibs, VP, Analytics, Huge 
PanelistS
David Algranati, Ph.D., SVP, Product Management, comScore 
Yuriy Boykiv, CEO, Gravity Media 
Amy Gonzalez, President, Blueprint Interactive 
Andy Hunn, Co-Founder & COO, Resonate 
Eli Kaplan, Founding Partner, Rising Tide Interactive 
5:15 PM
5:15 PM ET
Sponsored by Resonate

Venue

JW Marriott Washington, DC
1331 Pennsylvania Avenue NW
Washington, District Of Columbia, 20004

JW Marriott Washington, DC is a sophisticated Washington, DC luxury hotel located on Pennsylvania Avenue, near some of the most recognizable landmarks in the city. Our hotel provides easy access to renowned monuments, museums, and other cultural venues around the city, like the National Theatre, the Smithsonian Museums and the National Portrait Gallery. We are also conveniently situated around the corner from the White House, one block from the Metro and just 15 minutes from Reagan National Airport. Our luxury hotel in Washington, DC offers 29 meeting rooms and 37,000 square feet of total meeting space for events of any size. All of our 772 luxurious guest rooms and suites are equipped with high-speed Internet access and 37-inch HD TVs with connections for your MP3 player and digital camera. The excellent location and amenities at JW Marriott Washington, DC make us the ideal choice for business and leisure travelers alike.

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General

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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.