HP's research recently uncovered the unreliability of cookie-based third-party data, begging the question whether personalization and targeting projects are even worth the effort. But what is a brand to do when it doesn't always own the point of conversion and has to build targeting and measurement models in such a constricted data environment. Freddie walks us through how HP is solving for dirty data with MTA and MMM modeling and linking it into their programmatic media optimization approach.
Panel: Multi-Touch Media Planning: Media-Mapping the Customer Journey
As data-driven, programmatic buying infiltrates all consumer touchpoints, the challenge becomes planning for a multi-touch experience. Our panel of brands and media buyers and planners share what they have learned about mapping their brands' distinct customer journeys against the plan. How many touches, when and where? In what sequence, and to what effect? How have emerging programmatic channels enhanced the media plan, filled gaps in the journey, and raised new challenges in measuring impact?
Case Study: We Want our Advanced TV: Testing the Signal-to-Noise Ratio
How do you bring legacy brands who have been wedded to linear TV into the advanced TV fold? Test and prove. Scott Lisk brings the receipts, sharing the ways in which the performance agency has tested out streaming video platforms to highlight when, where and how these data driven video channels do and don't work best.
As Keith Hung has worked across industries and brands, he has learned that "fishing where the fish are" is harder than it sounds. We explore with him how brands often chase immediate revenue at the expense of longer-term demand generation and without the proper use of first- and third-party data to get a clear view of media impact, impact vs. efficiency. We dig into the models for filling the data gaps, getting that data quickly into the right hands, and planning against leading vs. lagging indicators.
Case Study: Follow the Data, Follow the Demo: The Power of Serving the Underserved
Despite two decades of online behavioral evidence, brands continue to leave money on the table by underserving the fastest growing demographic in the US. The Managing Director at one of the most experienced multicultural agencies explains the scale and power of this untapped audience, and how they and their client Chef Merito use data, targeted media and creative to show the power of serving the underserved.
Presentation: Bridging Data and Consumer Experience
Learn about how OMD is helping clients build and execute on a holistic orchestration across strategic planning, creative, activation and measurement to elevate the customer experience. Leveraging technology, this brand reached consumers across multiple touchpoints within their journey and measured the performance from end to end, leading to powerful lifts in Brand Equity.
Jenny Kim, Executive Director, Marketing Science, OMD USA
11:30 AM Pacific
2:30 PM ET
Presentation: Everything Old Is Renewed Again: The Revenge of Contextual Targeting
As cookies crumble and even IP-based CTV targeting is limited, everything old is new again. Marketers are rethinking the value of context as a tried and true targeting proxy. Aaron shares the lessons and advice learned from a six-month deep dive into reassessing the value of adjacency in a post-cookie world.
O.H.S.O Brewery & Distillery (6:15pm SHARP Shuttle)
7:30 PM Pacific
10:30 PM ET
O.H.S.O Brewery & Distillery
8:00 AM Pacific
11:00 AM ET
Breakfast Buffet Opens
Sunset Plaza (outdoors)
9:00 AM Pacific
12:00 PM ET
Presentation: Clean Shaven: Manscaping the Data-Driven Media Plan
The men's grooming brand Manscaped is suddenly ubiquitous. From TV to out of home, display to social feeds, Manscaped not only leverages every channel available but keeps those screens fresh with a wide range of creative across the full funnel, inside and outside of its core demo. Emily explains the data and strategy that drive one of the highest profile DTC brands as it has expanded into an omnichannel power player.
Presentation: Pretty in Programmatic: Did You See That Ad?
In the war for attention, the data-driven, performance-obsessed digital ad eco-system made creativity the first casualty. And yet we still find pockets of inspired brand storytelling that should inspire others. For the last year, MediaPost editors have encouraged marketers to Insider Summits to end each retreat by sharing some of their best creative executions, places where they are painting outside the usual lines of performance and showing that advertisers still can entertain, even inspire. Steve shares some of the best examples.
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