August 16 - 19, 2015
Lake Tahoe, CA

Event Sponsors

Agenda

Sunday, 08/16

Monday, 08/17

8:00 AM
Registration Opens
Alpine Ballroom
8:15 AM
Breakfast
Alpine Ballroom
8:30 AM
Sponsor Breakfast Presentation
9:00 AM
Opening Remarks
9:15 AM
Keynote: Programmatic Media: Today, Tomorrow & The Next Day

Programmatic media has captured numerous trade headlines and the attention of brands and agencies, both large and small.  With the promise to revolutionize and automate both online and offline media, comes the confusion and questions of ad fraud, opaque pricing models and visions of grandeur regarding present day programmatic capabilities. Steve Minichini will share his views of the programmatic marketplace.  He'll discuss today's programmatic landscape and detail his thoughts on the future possibilities of "programmatic next."    

 

Keynote
Steve Minichini, CEO, AboveNation Media 
9:45 AM
Panel: What Is So Different About Programmatic Video, Anyway?

Well, there is the nature and scale of the inventory, formats, relationships with publishers, marketing goals, new worlds of fraud and viewability concerns, cost, etc. etc. Our panel of video media buyers outlines some of the major ways in which programmatic video buying is substantially different from display and social. What is the real state of this inventory? How are buyers finding scale and quality? Are buyers really finding or even seeking efficiency here, or are there other reasons for video storytellers to go programmatic?

Moderator
Tyler Loechner, Reporter, MediaPost 
PanelistS
Louise Clements, President, MRM//McCann East 
Oscar Garza, Global Director of Programmatic, Essence 
Brian Leder, SVP of Media, Razorfish 
Soo Jin Oh, SVP Data Business and Ad Operations, Magnetic 
10:30 AM
Coffee Break
10:45 AM
What Are We Targeting When We Target On Mobile?

Programmatic technology and buying methods seemed tailor made to handle the inventory volumes and complexity of the mobile channel. But are marketers really making use of the targeting opportunities mobility makes possible? When do place, day parts, localized creative, or app behaviors, among other data points, really pay off for media buyers? Advertisers and agency execs talk out of real world cases to share how they have found the ROI by leveraging the unique targeting capabilities of mobile devices.

Moderator
Jeremy Leonard, COO, IMM 
PanelistS
Gabriel Goldwasser, US Marketing director, Gameloft 
Lauren Moores, VP of Strategy, Dstillery 
Jesse Plate, Marketing Manager, Vail Resorts 
11:30 AM
Bright Shiny Object: Mobile Retargeting
Is the latest trend in mobile programmatic – retargeting – ready for prime time? In the presentation, Sony Pictures Entertainment’s Head of Acquisition Marketing for Crackle, Jeff Ferguson and Nicholas Galante from their agency Direct Agents show how Sony’s Crackle video network solves for retention in a ubiquitous mobile world. Jeff will provide the idea, strategy and brand goals while Nicholas will discuss the implementation and execution of the campaign.
PresenterS
Jeff Ferguson, Director, Acquisition Marketing, Sony Pictures Entertainment 
Nicholas Galante, Director of Programmatic, DirectAgents 
12:00 PM
Roundtables
Busting The Myths of Programmatic Video - Louise Clements, President, MRM//McCann East

Improving Your Mobile Ad Targeting - Jeremy Leonard, COO, IMM

SMBs: Making Programmatic Work On A Shoestring
- Clay NicholsVP, Brand, Smartypants, Inc.
12:45 PM
Lunch
Alpine Ballroom
1:00 PM
Sponsor Luncheon Presentation

The Golf Club at Gray's Crossing
Horseback Riding at Alpine Meadows
Biking at Squaw Creek
Cable car to High Camp for swimming (heated), cocktails and roller skating

6:00 PM
Cocktail ReceptionAboard the Tahoe Gal
Buses leave for the dock promptly at 6:00pm.
8:00 PM
Dinner ReceptionGar Woods Grill & Pier Restaurant
On the shores of Lake Tahoe

Tuesday, 08/18

8:00 AM
Registration Opens
8:15 AM
Breakfast
Alpine Ballroom
8:45 AM
Welcome Back
9:00 AM
Keynote Interview: Analyze, Optimize, Repeat

Digital analytics are at the core of how Nestle Purina supports all of its channel efforts with programmatic display and video. Schroeder walks us through how the company optimizes on viewability and conversions and how it is transitioning to a co-managed, client-led model.

 

Interviewee
Chris Schroeder, Senior Manager, Analytics Centers of Excellence, Nestle Purina North America 
Interviewer
Joe Mandese, Editor-in-Chief, MediaPost 
9:30 AM
Pass the Data-Driven Remote: What Is Programmatic TV, Really?

Despite the hype, very little TV inventory is really being bought and sold via the automated, programmatic systems that are familiar in online display and video. The real transformation, for now, comes from leveraging the data from online systems in order to segment TV and cherry pick programs and time slots with unprecedented precision. TV buyers are starting to target audiences rather than content. How will this change not only the TV ad economy but programming itself? Is this ultimately how TV and programmatic digital video ultimately align?

Moderator
Joe Mandese, Editor-in-Chief, MediaPost 
PanelistS
Rex Briggs, Founder and CEO, Marketing Evolution 
Bruce Kiernan, Head of [m]Platform/ Practice Lead, Performance Marketing, MEC North America 
Wendell Wenjen, VP, Business Development, Simulmedia 
10:15 AM
Coffee Break
10:30 AM
Keynote Interview: When Viewability Equals Sales
Many CPG brands have been slow to realize the benefits of a programmatic marketplace that favors direct promotion and online sales. Erika Lamoreaux explains how Clorox is tying viewability directly to store sales lifts.
Interviewee
Erika Lamoreaux, Associate Director of Digital Media, Clorox 
Interviewer
Tyler Loechner, Reporter, MediaPost 
11:00 AM
Panel: New Adventures In Viewability: The Video And Mobile Challenge

As programmatic methods and technologies move to new platforms older definitions of viewability and standards of accountability shift as well. How are video and mobile platforms introducing new challenges to media buyers? Is there agreement across buy, sell and tech sides on standards for viewability? And in lieu of aligned definitions and consistent accountability measures, how are buyers buying, optimizing and accounting in an imperfect environment? 

Moderator
Tyler Loechner, Reporter, MediaPost 
PanelistS
Brandon Bethea, Director of Marketing Sciences, POSSIBLE 
Stacia Hanley, Media Director, School of Thought 
Rodney Mayer, SVP, Commercial, comScore 
11:45 AM
Roundtables

Programmatic TV -   Bruce Kiernan, Programmatic Specialist, MEC

The New Viewability - Jeff CampbellManaging Director, Central, Resolution Media

Mobile Ad Creative - Lauren MooresVP of Strategy, Dstillery

12:45 PM
Lunch
Alpine Ballroom
1:00 PM
Sponsor Luncheon Presentation

Golf at Coyote Moon Course
ATV Tour on the Rubicon Trail
Lake Tahoe Kayak Tour

6:00 PM
7:00 PM
Dinner ReceptionSun Plaza Deck

Wednesday, 08/19

8:00 AM
Breakfast
Alpine Ballroom
8:30 AM
Keynote Interview: Retargeting Real Life

For the unique soft vitamin pioneer Smartypants, programmatic systems have given this small business  a way to control its own marketing destiny. Clay Nichols tells us how the company migrated away from its agency to bring most of that model’s functions in-house. It uses advanced targeting techniques and in-app mobile display to find its customers at and after the racing events where the company makes its greatest marketing impact – sampling.

Interviewee
Clay Nichols, VP, Brand, SmartyPants, Inc. 
Interviewer
Steve Smith, VP, Editorial Director, Events, MediaPost 
9:15 AM
Presentation: Attribution Modeling Decoded
This session will explore the best use cases for attribution modeling, and innovative techniques in the space.
Presenter
Morgan Vawter, Senior Principal, Digital Marketing & Customer Analytics, Accenture 
9:45 AM
Panel: Playing Fair In Attribution Modeling

Getting past last-click attribution is the longtime mantra of media buyers, But how effectively and fairly are the alternative multi-touch, algorithmic models really mapping credit? In the complex supply chain of programmatic advertising, there are opportunities for “gaming” the algorithms to assign credit where credit really isn’t due. “Impression bombing,” artful use of retargeting at the bottom of the funnel and adding too many partners can all skew and obscure proper weighting even in sophisticated attribution models. As more marketers look beyond the last click, how do they ensure the new black box of attribution modeling is rendering an honest picture of where their money is best spent?

Moderator
Jeff Campbell, Managing Director, Central, Resolution Media 
PanelistS
George Leon, Chief Strategy Officer, HawthorneDirect 
Morgan Vawter, Senior Principal, Digital Marketing & Customer Analytics, Accenture 
Brian Zaben, VP/Director of Programmatic Strategy & Analysis, DigitasLBi 
10:30 AM
Roundtables

Playing A Fair Attribution Game - George Leon, SVP/ Media and Account Management, Hawthorne Direct

Best Practices for Video and Mobile Programmatic - Stacia HanleyMedia Director, School of Thought

 

11:00 AM
Conference Concludes

Venue

The Resort at Squaw Creek Lake Tahoe, CA
400 Squaw Creek Road
Alpine Ballroom
Olympic Valley, California, 96146
Experience accommodations rivaling the magnificence of an alpine setting. The Resort at Squaw Creek offers luxurious accommodations with grand picture windows that reveal sweeping views of the Sierra Nevada range, ancient ponderosa forests and lush meadowlands.

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