Though all work and no play may make for dull Jacks and Jills, that won’t be a concern for executives attending MediaPost’s upcoming TV & Video Insider Summit.
Held at Gurney’s Resort & Spa in Montauk from Oct. 20-23, the conference will feature a number of extracurricular activities aimed at helping media professionals feel more comfortable around each other, allowing them to share ideas that will guide them as they navigate the evolving video realm.
With a focus on the burgeoning direct-to-consumer arena, top marketers and agency buyers will gather at the Summit to identify the OTT channels that offer contextual and behavioral opportunities and assess the various forms of video and storytelling currently resonating with consumers. The role first-party data plays in locating prospects across various video screens, as well as the means by which planners are melding metrics to best measure against campaign executions and KPIs, will also be key topics of discussion.
But in order to make greater sense of a fragmenting media world, said Seth Oilman, vice president of sales and marketing at MediaPost, the company is “activating our trademark blend of quality content and networking,” one meant to develop collegiality among executives and lead to enhanced conference connectivity.
Attendees’ journeys begin on the Summit’s own version of the Hampton Jitney as MediaPost is providing bus transportation to and from Manhattan. Additionally, attendees will look to find common ground over drinks, five-course dinners, and a host of other activities.
A premium location away from a bustling city is MediaPost’s key to creating an environment essential in getting the group to bond as a unit. As Oilman put it, “We want to isolate the executives and free them from their work routine at Gurney’s, where we will largely have the place to ourselves.”
Through this process and at this location, executives are more amenable to different experiences. “The goal is to get attendees out of their comfort zones, to get them to let their guard down,” said Oilman, “so they can talk more freely about the challenges and what they have learned from their businesses.”
The itinerary has its roots in previous TV & Video Insider Summits, which were held in such places as North Carolina’s Pinehurst Resort and in Scottsdale, Ariz., where attendees hiked Camelback and saw the Arizona Diamondbacks and Chicago Cubs in spring training.
“Montauk is an especially beautiful place,” Oilman said. “We want our attendees to have the opportunity to take advantage of all it has to offer.”
After engaging with Monday’s program theme, “Building the Multi-Screen Plan,” Summit attendees have a trio of choices:
Raise a few glasses. Montauk Brewing Co. began as a basement operation among friends in 2012. Since then, New York’s easternmost brewery has branched out. The red brew-barn is just steps from the surf.
Tee off. The par-72 Montauk Downs Golf Course is accoutered with ponds, deep woods, and underbrush that mix crosswinds off the Atlantic, Lake Montauk, and Fort Pond Bay. The 9th and 10th are treacherous but give way to a birdie opportunity for those with game at the 11th.
A bicycle built for: For those who favor two wheels over four or want to emulate characters on Showtime’s Montauk-set drama, “The Affair,” attendees can pedal along secluded stretches of beach, watching waves crash against the shore.
On Tuesday, following a focus on “Targeting and Accountability,” attendees can:
Get a vineyard view. During a walking and tasting tour at Wölffer Estate Vineyard, Insiders can sample award-winning whites and reds, as well as cider, rosé, and sparkling wines, that are sure to please discerning palettes.
Cast off. Fishing Guides will lead the charter to top spots for fluke, striped bass, northern kingfish, and bluefish. Guides provide the poles, bait, and necessary supplies.
Saddle up. Dating to 1658, Deep Hollow Ranch is the oldest cattle ranch in the country. Experienced riders and beginners alike can take in breathtaking scenery whether riding along hidden trails or soaking up some surf and history along the still pristine shoreline.
The bonding that builds at these extracurricular events, said Oilman, is fully evident at roundtables, where attendees break into smaller groups to delve deep into the topics discussed at panels and keynotes. “You hear from executives from Mall of America or Sleep Number on stage, then you are sitting with them to find out more, share ideas, and learn how different practices can be applied to your clients,” he said.
With the linear and digital landscape undergoing massive changes, there are “real needs for standardization,” Oilman noted. “It’s critical that thought leaders get together to discuss ideas that can lead to more holistic ways to view, measure, plan, and buy TV and video in this evolving environment. You can see a noticeable difference in the amount of interaction and collaboration over the three days of the conference.”
While the event in Montauk is still days away, MediaPost is already planning another pair of TV & Video Insider events for 2020, the first of which will run from March 9-12 at The Driskill in Austin, just prior to SXSW.
“We’re looking forward to what promises to be an eventful three days in Montauk,” said Anthony Flaccavento, CRO, Tremor Video. “We’re especially curious to hear how DTC brands are currently leveraging video and CTV as a means to share their brand stories, as well as where there’s opportunity to expand.”