October 11 - 14, 2021
Montauk, NY • Virtual & IN-Person Event

Event Sponsors

Agenda

Monday, 10/11

6:30 PM ET
Welcome Cocktails

Tuesday, 10/12

10:00 AM ET
Opening Remarks
MC
Steve Smith, VP, Editorial Director, Events, MediaPost 
10:10 AM ET
Keynote Fireside Chat: Mixing It Up With Gen Xers & Young Boomers
What does an iconic brand do when the biggest challenge is it’s iconic-ness? Change up the message. AARP’s SVP of Brand Integration, Barbara Shipley, talks shaking that Grandma image by creating a brand campaign with a call to action for the next generation. The series of spots focus on happiness and longevity and cover mass, targeted and niche strategies through traditional, digital and social.
Interviewee
Barbara Shipley, SVP, Brand Integration, AARP 
Interviewer
Lisa Singer, Event Editorial Manager, MediaPost 
10:35 AM ET
Sponsor Spotlight
10:45 AM ET
Panel: Cost/Benefit TV: Managing the High Cost of Streaming - LIVE
As eyeballs latched onto streaming sources, CPMs have spiked, pulling up with linear and cable buys. But the CTV math gets complicated. Is it achieving similar reach? How much overlap is taking place? What is the real unique reach cost relative to other video channels? How are marketers doing the cost/benefit math on TV, generally, and increasingly expensive CTV, especially?
Moderator
Jackie Barrera, Director of Media Buying, Asher Media 
PanelistS
Dave Kersey, SVP, Executive Media Director, GSD&M 
Carolina Portela, VP, Director, Strategic Investment, MAGNA Global 
11:15 AM ET
Sponsor Spotlight
11:35 AM ET
Case Study: Laddering Up to TV
How did DTC hearing aid brand EarGo take a DRTV budget and metrics and ladder up to cable and broadcast TV buys? By recognizing the complexity of TV’s impact on the purchase funnel – from the timing of site visits to sales calls to search spikes. Ben shares the ways in which DTC performance sensibilities were applied to a broadening TV strategy that blended media mix modeling with homegrown attribution metrics.
Presenter
Ben De Castro, VP of Marketing, Eargo 
12:00 PM ET
Sponsor Spotlight
12:15 PM ET
Bright Shiny Objects: Social Video vs. CTV
While Gen Z spends more time on social media than ever before (51% on IG weekly, 48% on TikTok, 37% on Snapchat) and less (15%) watching cable weekly or more, marketers need to rethink their video ad dollars. Meanwhile, Millennials are still more likely to say they’ve watched a TV series (69%) and movies (70%) in the last week than social media videos (58%). We ask media agency Good Apple to share their recent tests that identified the most effective ways to balance social media video and CTV spend. How do we optimize across the current menu of video options?  
Presenter
Hyun Lee-Miller, VP, Media, Good Apple 
12:40 PM ET
Roundtable: Measurement Across Screens - LIVE
For 15 years the Insider Summit Round Tables have been where marketers bring their questions, challenges and insights for one another to share in casual, off-the-record conversation. This Virtual Insider Summit is no different. Webcams and Mics ON. Recording and reporting OFF. Discuss amongst yourselves!
Featuring
Joyclyn Faust, AVP, Harmelin 
12:40 PM ET
Roundtable: Containing Costs - LIVE
For 15 years the Insider Summit Round Tables have been where marketers bring their questions, challenges and insights for one another to share in casual, off-the-record conversation. This Virtual Insider Summit is no different. Webcams and Mics ON. Recording and reporting OFF. Discuss amongst yourselves!
Featuring
Jonathan Halvorson, Global VP Consumer Experience, Mondelez 
Selena Pigrom, VP, Associate Media Director, TBC 
Montauk Brewing Company Tasting Room
Horseback Riding at Deep Hollow Ranch
7:00 PM ET
Cocktail Party
Top Deck at Gurney's
8:00 PM ET
Dinner Reception
Top Deck at Gurney's

Wednesday, 10/13

10:00 AM ET
Welcome Back - Survey on Video Media Buying
10:10 AM ET
Keynote Interview: 1-to-1 ATV: Cadillac Gets Personal with Addressable TV

As marketers move towards one-to-one marketing models, can TV follow along? Cadillac has been building a data infrastructure and media practice that aims towards more conversational and personalized relationships with customers. Eric Neville explains how the company has been leveraging this data successfully with addressable TV inventory and what they have learned about the promise and perils of going one-to-one on the big screen.

Interviewee
Eric Neville, Senior Manager, Media & Audience Strategy, Cadillac 
Interviewer
Tanya Gazdik, Senior Editor, Automotive, MediaPost 
10:35 AM ET
Sponsor Spotlight
10:45 AM ET
Panel: CTV Channel Surfing: Mapping Advance TV Choices Against Brand Goals - LIVE
SVOD, AVOD, social, set-top boxes, smart TV networks, DSPs? But what flavors of digital TV are working best for the specific KPIS and brand goals media buyers and planners need. Our panelists speak from example. Are they buying Amazon Prime for performance, Hulu for incremental reach? Are they using Roku for scale? YouTube for e-comm? Smart TV for geo? Let's share notes. How are marketers making their choices and mapping them against goals?
Moderator
Alina Kontarev, Media Planning and Strategy Director, Labelium 
PanelistS
Racine Levy, Director, Offline Media Buying, Angi 
Kevin Weigand, Associate Director, Video Innovation – Amplifi US, Dentsu International 
11:15 AM ET
Sponsor Spotlight
11:25 AM ET
Interview: Wayfair Remakes the Funnel - LIVE
With high brand recognition in the furniture category accomplished, Wayfair is evolving its top of funnel strategy to align with its emerging lines like appliances and renovations. This requires a new approach to video planning that blends branding in these new categories with efficiency. Likewise the creative has to tell more cohesive story and the metrics have to account for longer buy cycles. Lauren walks us through the pivot.
Interviewee
Lauren Sutkowski, Senior Manager, Marketing, Wayfair 
Interviewer
Steve Smith, VP, Editorial Director, Events, MediaPost 
11:50 AM ET
Sponsor Spotlight
12:05 PM ET
Panel: Planning for the 2022 Upfronts - LIVE
Every year media buyers marvel at TV's ability to defy the laws of supply and demand...and gravity. No one knows what the linear, cable and digital video makers will do, but how will the buyers be ready? And what are they expecting?
Moderator
Joe Mandese, Editor-in-Chief, MediaPost 
PanelistS
Jason Kanefsky, Managing Partner, Marketplace Intelligence, Havas Media 
Ivan Stamenov, VP, Marketing Operations & Technology, Cancer Treatment Centers of America 
12:35 PM ET
Roundtable: Channel Surfing: Mapping CTV Media Plans - LIVE
For 15 years the Insider Summit Round Tables have been where marketers bring their questions, challenges and insights for one another to share in casual, off-the-record conversation. This Virtual Insider Summit is no different. Webcams and Mics ON. Recording and reporting OFF. Discuss amongst yourselves!
Featuring
Joshua Palau, Chief Media and Activation Officer, PHD 
Wine Tasting & Tour at Wölffer Estate Winery
Golf at Montauk Downs Golf Course
Montauk Lighthouse and Coastal Hiking Tour
7:00 PM ET
Cocktail Party
Showfish Star Island @ Montauk Yacht Club
Shuttles will leave from Gurney's Resort at 6:30pm (10 minute ride).
8:00 PM ET
Dinner Reception
Showfish Star Island @ Montauk Yacht Club
Shuttles will leave from Gurney's Resort at 6:30pm (10 minute ride).

Venue

Gurney's Resort & Seawater Spa in Montauk, NY
290 Old Montauk Highway
Montauk, New York, 11954

Situated on Montauk’s most pristine stretch of oceanfront real estate, Gurney’s is a Hamptons icon and the only year-round resort in Montauk. Providing guests with direct access to a 2,000-foot private sand beach, Gurney’s features 146 rooms, suites, and beachfront cottages, all delivering dramatic views of the Atlantic Ocean. With five unique dining and drinking venues, Gurney’s presents an array of food and beverage options, from elegant seasonal cuisine to casual fare to craft cocktails. The acclaimed spa is renowned for its healing treatments and ocean-fed seawater pool, the only pool of its kind in North America.

To book a room at Gurney’s Montauk Resort, go to this link and cut-and-paste this code into the “Group Code” box:  211012MPCI

You MUST be a registered attendee of the IN-person gathering in order to utilize this discounted rate.  You must have proof of the COVID-19 vaccination to attend the IN-person gathering (details on how to submit your vaccination confirmation made available after your event registration).

You can register here for either the IN-person or Virtual events.

The cut-off date for booking rooms with this discount is Tuesday, September 21st, 2021





Gurney’s Montauk Resort & Seawater Spa

Contact Us

Speaker Consideration

For speaker consideration please complete the speaker proposal form. Due to the high volume of speaker proposals that we receive we will only be able to notify those whose proposals have been selected. All proposals must go through this form, no exceptions. Do not contact other MediaPost representatives regarding speaker opportunities.

Sponsorships

For questions regarding sponsorship of this event please contact Jon Whitfield, VP, Event Sales at jon@mediapost.com.

Press

For press inquiries, please contact Ken Fadner at ken@mediapost.com.

General

For general summit inquiries please contact Maya Abulashvili, Coordinator of Events and Conferences at maya@mediapost.com.

VIP Program

For questions about or to apply to the VIP Program please contact Kevin Massa, Manager of Brand & Agency Relations at massa@mediapost.com.

Quality Pledge

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.