Monday, 10/19
Day 1 - Planning Now & Beyond
The overlapping crisis of a global pandemic and social turmoil has and will likely continue to significantly impact the advertising industry. We open the TV & Video Insider Summit examining what strategies worked, what didn’t and how we move forward when consumer behavior, the economy and the television industry itself are still in flux?
3:00 PM ET
Opening Remarks
- MC
- Lisa Singer, Event Editorial Manager, MediaPost
3:10 PM ET
Keynote Q&A: Personalization at Scale: Pepsi Makes Flexibility the Plan
Uncertainty is the new normal for media planning. But even before the pandemic, Pepsi was redirecting much of its traditional video buying toward more flexible channels beyond linear TV. We explore with Kate Brady how flexibility not only central to their new approach but critical to its vision of providing “personalization at scale” to video screens large and small.
- Interviewee
- Kate Brady, Head of Media Innovation and Partnership Development, PepsiCo
- Interviewer
- Steve Smith, VP, Editorial Director, Events, MediaPost @popeyesm
3:45 PM ET
Panel: Changing Channels: Cross-Screen Advertising in the New Normal
TV & video advertising will continue to evolve as we move toward a post pandemic world. Deferred upfronts, the loss of live sports and events and the unpredictability of what media will come back and when leaves marketers uncertain about an industry and economy that’s still in flux. Hear how these brands and agency buyers are planning ahead during these unpredictable times. How they’re adjusting media strategies with more efficient, targeted and performance-driven marketing plans?
- Moderator
- Shani Reardon, Direct Agency President, Modus Direct
- PanelistS
- Michael Melia, Media Director, Dashlane
- Janna Navarro, Sr. Director, Offline Media Strategy & Planning, Home Advisor
- Tania Nemaric, VP Brand Marketing, 1-800-Flowers.com
4:20 PM ET
Sponsor Spotlight Presentation
4:25 PM ET
Q&A: D2C Brands Tune-In to Primetime
TV’s lower ad prices and higher available inventory enabled digital-first advertisers not only to test TV but to test some of primetime's most popular shows. Gabi CMO, Nick Fairbairn, drastically shifted his media plan by feverishly testing TV during the pandemic. He'll share how he was able to capture revenue growth, greater efficiency and data points while establishing a consistent form of measurement with OTT.
- Interviewee
- Nick Fairbairn, CMO, Gabi
- Interviewer
- Lisa Singer, Event Editorial Manager, MediaPost
4:45 PM ET
Roundtables - Select from 3
For 15 years we've held these collaborative Roundtables at our 3-day get-way "Insider Summits" where marketers bring their questions, challenges and insights for one another to share in casual, off-the-record conversation. This virtual TV & Video Insider Summit will be no different as we continue this highly interactive and valuable format for you! Webcams and Mics ON. Recording and reporting OFF. Discuss amongst yourselves!
4:45 PM ET
Roundtable 1: CTV/OTT Challenges
Unless you’ve been under a rock the past year, most advertisers are aware of the many advantages of CTV & OTT: advanced audience targeting, growing consumer reach, flexibility and performance-driven, to name a few, but what about the challenges? Measurement, transparency and frequency are real concerns for marketers when it comes to advertising on CTV. How are brands and agencies reconciling these issues?
- Featuring
- Matt Myers, Head of Customer Acquisition, Haven Life
- David Spencer, Assistant Manager of Audience Buying Strategy, General Motors
- Albert Thompson, Managing Director, Digital, Walton Isaacson
4:45 PM ET
Roundtable 2: Planning for 2021
- Featuring
- Rob Jayson, EVP, Insights & Analytics, USIM
- Kay Wesolowski, SVP Strategy & Engagement, Kelly Scott Madison
4:45 PM ET
Sponsor Roundtable 3: The Fragmentation Challenge is Accelerating – How are Marketing Strategies Evolving?
Undertone Sponsor Roundtable
The pandemic has accelerated consumer viewing trends towards cord cutting and streaming, making it more and more challenging to achieve the levels of unique reach they need across screens. Some advertisers have been shifting budgets to CTV, and embracing ACR TV data as an innovative way to recover audiences. This viewing shift also made it more challenging to get their message noticed. Which strategies have been working?
Featuring:
Robert DeSalvo, Senior Vice President, National Sales & Content Solutions, Undertone
Todd Cohen, VP National Video/CTV, Undertone
The pandemic has accelerated consumer viewing trends towards cord cutting and streaming, making it more and more challenging to achieve the levels of unique reach they need across screens. Some advertisers have been shifting budgets to CTV, and embracing ACR TV data as an innovative way to recover audiences. This viewing shift also made it more challenging to get their message noticed. Which strategies have been working?
Featuring:
Robert DeSalvo, Senior Vice President, National Sales & Content Solutions, Undertone
Todd Cohen, VP National Video/CTV, Undertone
Tuesday, 10/20
Day 2 - Finding the Silver-Linings
The challenges of a home-based work environment, limited budgets and suspended media forced organizations to rethink creative techniques and strategies. They're creating a do more with less mentality in this uncertain economy and discovering flashy and bigger isn't always better.
3:00 PM ET
Welcome Back
- MC
- Lisa Singer, Event Editorial Manager, MediaPost
3:05 PM ET
Keynote Q&A: Cadillac Shows How It Will ‘Never Stop Arriving’
Cadillac skews more heavy to multicultural buyers than other brands, so a lot of its overall marketing plan has that emphasis. The brand’s partnership with Regina King (most recently for its new flagship Escalade work), Diddy and Spike Lee give a clear indication of how important it is for the brand to connect authentically with multicultural customers. Not everyone can hire a-list stars and give Diddy a car but there are key takeaways that Kerr will share that can help other brands activate on a smaller scale.
- Interviewee
- Alexis Kerr, Head of Multicultural Marketing, Cadillac
- Interviewer
- Tanya Gazdik, Senior Editor, Automotive, MediaPost @TanyaGazdik
3:30 PM ET
Sponsor Spotlight Presentation - "Facebook Watch: Building Connections Through Video"
3:40 PM ET
Panel: Marketing Reimagined for Today & Beyond
A number of advertising trends that had already been evolving prior to COVID-19 have accelerated during the crisis. From under produced creative content and more purposeful and personalized messaging to leveraging OTT more efficiently and organically. The question remains, which of these will become permanent moving forward? Hear how these innovative marketers are adjusting their creative planning with more authentic, customer-focused and timely strategies during the pandemic and beyond.
- Moderator
- Lisa Singer, Event Editorial Manager, MediaPost
- PanelistS
- Brandon Miller, Digital Marketing Manager, Land O' Lakes, Inc.
- Missy Pearce Nadler, Head of Media, North America, Electronic Arts
- Brad Simmons, Chief Marketing Officer, Figure
4:05 PM ET
Survey Results
4:10 PM ET
TV & Video Insider Trivia
4:20 PM ET
Case Study: Hubble Tests TikTok & the “EYES” Have It!
The sheltering-at-home lifestyle saw consumers watching more video than ever before, including expanding their viewing habits to new platforms like TikTok. Direct-to-consumer contact lens brand, Hubble Contacts, decided they didn’t want to be beholding to just FaceBook and took advantage of the new trend. Hubble’s Senior Marketing & Creative Director, Dan Rosen, shares how he tested the short-form mobile video platform and discovered a new audience, success and scale.
- Presenter
- Dan Rosen, Marketing ad Creative Director, Hubble Contacts
- Featuring
- Moody Nashawaty, Chief Strategy Officer, MuteSix
4:45 PM ET
Roundtables - Select from 2
Webcams and Mics ON. Recording and reporting OFF. Discuss amongst yourselves!
4:45 PM ET
Roundtable 1: Holistic Marketing
Focusing on audience reach across TV, OTT, digital and social video “holistically” within an advertising campaign.
- Featuring
- James Brohamer, Omnichannel Marketing Director, Purple @JMBrohamer
- Emily Kistner, Associate Director, Connected TV Lead, MODI Media
- Clayton McLaughlin, SVP, Head of Media Investments, iCrossing @augiecrazy8
4:45 PM ET
Roundtable 2: Social Injustice
Best in class behavior so your brand won’t be spotlighted by the champions and voices for social injustice. The key to cultural alignment is continuity and consistency to build equity for future generations.
- Featuring
- Joseph Kiwanuka, Senior Manager, Cross-Cultural Connections (Identity), UM Wordwide
- Amanda Knappman, Director of Marketing, Urban Skin Rx
- Albert Thompson, Managing Director, Digital, Walton Isaacson
