A tsunami of cash on behalf of hundreds of brands is about to eat your inventory, inflate prices, flood the zone. Politicians and PACs may spend more money in a shorter time span than at anytime in Internet history. But what is the plan? Where will the money go, into which media, with what targeting and to what effect? GMMB is the agency that the Democratic Party and candidates up and down their ticket have gone to for many cycles. We explore with them what has been learned and implemented in the last two election cycles about the role digital media really plays in driving behaviors – which channels will they lean on and how? Meanwhile, outside of the Beltway, how will the political season constrain other brands's plans.

How do you plan when media, consumer patterns, the economy itself are in flux? How are brands and media buyers rethinking their digital campaigns through 2020 and into 2021? What is the new normal?

Lessons from the Crisis
Leveraging Retail Ad Inventory

How did you advertisers and media buyers rethink both your media and creative strategies as a result of the crisis? And what did we learn about emergency response itself that can be brought forward into the next crisis?

Even before Covid-19, data-driven advertising was facing a perfect storm over cookie-based tracking. We know the drill, but what is the plan? For tracking and targeting consumers reliably across channels? To mix and match first- and third-party data to establish identity? To measure across incompatible metrics? We explore what a long-term brand strategy for privacy, data management and hygiene looks like in a post-cookie world.

Facing increasing competition at both the high and low end of the market, Crunch Fitness needed to create greater focus with their marketing communications.  Greater focus on each gym with customized geo-location trading zones; greater focus on audience with 1^st party data seeded segments; greater focus on messaging with customized creative served to different segments all contributed to significantly improved lead gen costs.  Chad and Melissa will outline how it happened and Crunch Fitness’s plans for the future as the market slowly opens up again.

How Much is That Data In the Window?  Managing the Data Layer
Leveraging Data Driven TV's Big Moment

Predicting the incremental value of the data layer on a media buy is becoming more complex than ever. The sheer volume of bids and CPM variables can be overwhelming. So how are media buyers ensuring they are getting their money's worth from data providers, vetting for quality and hygiene?

CTV was the big winner in mindshare shifts during the pandemic lockdown. But what did the surge in inventory, usage and media buying tell us about the fastest growing category of TV buying?