Lake Tahoe - August 13 - 16, 2017

Event Sponsors

Agenda

Sunday, 08/13

Monday, 08/14

Day 1: It takes a strategy

It takes a strategy. In the midst of an explosion of video distribution formats and channels, we open the summit exploring how media buyers and planners are creating a video strategy around a video landscape that is at once converging and fragmenting. How are innovations live and VOD on the social side impacting strategy? And in the absence of standard metrics, how are video buyers creating usable models for understanding the ROI of their spend?

8:00 AM
Breakfast
Alpine Ballroom (Lobby Level)
8:15 AM
Sponsor Breakfast Presentation
9:00 AM
Opening Remarks
MC
Steve Smith, VP, Editorial Director, Events, MediaPost 
9:15 AM
Keynote Q&A: Video Brand Challenge: Coppola Winery and 1000Bulbs
Two highly successful brands in different business segments bring to the TV and Video Insider Summit their ambitions for taking their respective businesses to the next level with video storytelling. As Coppola Winery rebrands to put the Coppola family's creative legacy at the center, the challenge is how to promote and distribute their artfully crafted video assets in a highly fragmented, diverse video environment. Meanwhile, the most successful b2b lighting supplier online wants to use advanced TV and digital distribution to tell its story to larger but highly targeted offline viewing audience. We challenge attendees and our opening panel to advise these brands on their respective strategies.
IntervieweeS
Jeremy Foster, VP, Marketing & Product Development, 1000Bulbs.com 
Jennifer Leitman, SVP, Marketing, Francis Ford Coppola Winery 
Interviewer
Steve Smith, VP, Editorial Director, Events, MediaPost 
10:00 AM
What Does A Convergance Video Strategy Look Like?

For brands like Coppola Winery and 1000Bulbs, the number of available video media venues has exploded in just the last year. From Facebook, Twitter, SnapChat social feeds to live streams everywhere, from in-line autoplays to in-boxes. OTT to VOD - video has become rapidly more personal, more targetable, more compact. What is the plan? We start the Summit challenging our opening panel to consider the cases of Coppola Winery and 1000Bulbs in particular in exploring what video strategy looks like when campaign and brand goals need to be mapped against so many different screens, formats, audiences, mindsets. How should brands like these tell their stories now that the video landscape is so vast yet fragmented?

Moderator
Noah Dyer, VP of Marketing Strategies, On-Advertising 
PanelistS
Ashley Evenson, Director, Emerging Media and Ad Solutions, Ciceron Digital Media Group 
Lindsay Hendricks, Senior Media Manager, Positec Tool Corporation 
Jeremy Lockhorn, VP, Emerging Media + Mobile Lead, North America, SapientRazorfish 
Ly Tran, Chief Media Officer, Proof Advertising 
10:45 AM
Coffee Break
11:00 AM
Case Study: How Freshly Used Consumer Studies & A Law School Formula To Build A Winning Digital Video Strategy

Freshly, a fast-growing, ready-to-eat meal delivery subscription service has leveraged consumer studies and a Law School formula to produce top-notch, direct response digital video ads. The team crafted a formula that showcased a problem and solved it with its product in under 30 seconds.  The team showed that simple videos worked best, both to compel a purchase and to reduce the overall marketing costs of acquiring new customers. 

Presenter
Adam Gassman, Senior Director, Growth Marketing, Freshly 
11:30 AM
Workshop: Good-Enough Video Measurement
Everyone has a format. Everyone has a metric. And we're still dickering over what constitutes a "view." Video "everywhere" may seem like a good thing for advertisers, but video measurement "all over the place" is not. But enough whining. We ask veterans of the multi-screen buying space to share their recent models for measuring performance, reach, and viewability in campaigns that cut across screens, walled gardens, and different "standards" of video measurement. How are they accounting for their spend when the platforms can't?
Moderator
Wayne Friedman, West Coast Editor, MediaPost 
PanelistS
George Leon, Chief Strategy Officer, HawthorneDirect 
Jeff White, CEO, Media Analytics 
12:00 PM
Roundtables
Building A Converged Video Strategy - Noah Dyer, VP of Marketing Strategies, On-Advertising
Working The Social Video Channel - Jeremy Lockhorn, VP, Emerging Media + Mobile Lead, North America, SapientRazorfish
Good-Enough Video Measurement Across Channels - Jeff White, CEO, Media Analytics
12:45 PM
Lunch
Alpine Ballroom (Lobby Level)
1:00 PM
Sponsor Luncheon Presentation
Golf at Squaw Creek Course
Horseback Riding at Alpine Meadows
Cable Car to High Camp for Swimming (Heated), Cocktails and Roller Skating

Tuesday, 08/15

Day 2: Next TV

On Day 2 of the Summit we tune in to the big scree and the ways in which emerging platforms like addressable set top boxes, connected TVs and OTT both extend and fill in for both traditional linear TV and online/mobile video.

8:00 AM
Breakfast
Alpine Ballroom (Lobby Level)
8:45 AM
Keynote Q&A: Addressable TV Drives Engagement for SoFi
About a year ago, digital personal finance company Social Finance, Inc. (more commonly referred to as SoFi) took its media buying and planning operations in-house with a view towards driving greater targeting and efficiency for its TV campaigns. In this keynote interview, SoFi SVP of Marketing Brad Simmons will show us how the six-year-old Silicon Valley startup turned to cross-screen addressable TV advertising to reach its target market of high-earning 30-something Millennials, boosting its member application starts and submissions in the process.
Interviewee
Brad Simmons, SVP, Marketing, SoFi 
Interviewer
Ross Fadner, Director, Event Programming, MediaPost 
9:15 AM
Presentation: Reflections from the Advanced TV Frontlines

What are the key considerations for buying into Programmatic and Addressable TV? We consider activation based on key case study learning and client experiences. Performics’ Josh Martin will explore: programmatic models, inventory supply dynamics, pricing/data (with comparison to traditional linear) and acquisition performance.

Presenter
Josh Martin, EVP & Head of Mass Acquisition Media, Performics 
9:30 AM
Panel: Doing the Addressable TV Math
While generous estimates size the addressable TV space at 50 million households, the real reach available to any given advertiser at any given time continues to be limited inherently by small inventory spread across multiple providers. How are media buyers contending with addressable TV's native constraints? What media approaches are buyers using to balance cost, reach, availability and brand strategy? How are they doing the math to leverage this inventory either as DR or top of funnel tools? And how are they expanding the limited footprint of addressable TV with video inventory across digital channels?
Moderator
Wayne Friedman, West Coast Editor, MediaPost 
PanelistS
Matthew Gudgeon, Sales Account Manager Programmatic TV, Adobe 
Josh Martin, EVP & Head of Mass Acquisition Media, Performics 
Samantha Stecker, Director, Media Strategy & Innovation, Ocean Media 
10:15 AM
Coffee Break & Sponsor Spotlight
10:45 AM
Making the OTT/Digital Video Connection

OTT is the fastest growing segment of TV ad spend. But what exactly are marketers buying - in audience, impact, reach, ROI? We ask how early adopters of OTT advertising are using these campaigns to extend both their digital video and TV buys. Is OTT finding lost TV audience? Achieving the lean-back impact missing in digital? Where exactly does this in-between channel fit into the larger plan?

Moderator
Chris Peterson, Managing Partner, R2C Group 
PanelistS
Sara Axelbaum, SVP, Client Services, Fox Networks Group 
Josh Boaz, Managing Director/Co-Founder, Direct Agents 
Meera Sankar, Account Executive, Newsy 
11:30 AM
Q&A: Cabela’s Takes Aim At The Full Funnel
The famed outdoor sporting retailer complements a robust TV advertising program with an increasingly ambitious use of digital targeting across social video channels to address every part of the sales funnel. Brad Dolian walks us through multiple strategies he takes on Facebook, explorations of Instagram video and YouTube, the differences in approach and ROI on each and the changes he is planning for future media buying and creative.
Interviewee
Brad Dolian, Senior Manager, Digital Marketing, Cabela's 
Interviewer
Steve Smith, VP, Editorial Director, Events, MediaPost 
12:00 PM
Roundtables
Assessing Addressable TVSamantha Stecker, Director, Media Strategy & Innovation, Ocean Media
OTT in the Mix - Chris Peterson, Managing Partner, R2C Group
ROI of Performance TV - Josh Martin, EVP and Head of Mass Market Acquisition Media, Performics
12:45 PM
Lunch
Ballroom (Lobby Level)
Golf at Coyote Moon Course
ATV Tour on the Rubicon Trail
Lake Tahoe Kayak Tour
6:30 PM
Cocktail PartySquaw Creek Golf Course
7:30 PM
Dinner ReceptionSun Plaza Deck

Wednesday, 08/16

Day 3: Data TV

At heart it is the data that is transforming video media buying of on traditional and newer screens. We round out the summit exploring the fuel powering this revolution in targeted sight, sound and motion. Whose data is being used where, when and how - to what effect and at what cost?

8:00 AM
Breakfast
Alpine Ballroom (Lobby Level)
8:30 AM
Keynote Q&A: SmartyPants: Video and Data in a Post-Advertising World
In a post-advertising, highly-targeted, data-driven world, we have to change the way we think about video, especially when you’re working on a shoestring budget. The pioneer of gummy vitamins shows how a scrappy field marketing operation evolved a complementary video strategy that integrated geo-targeting on Hulu, Facebook and Instagram to help maximize assets in field marketing, in-store demos, out of home, and radio. In the process, they discovered how to leverage the targeting and testing of these platforms to drive new approaches to cheaper, but varied and screen-appropriate video production.
Interviewee
Andrew Kmiec, Brand Manager, Smartypants Vitamins 
Interviewer
Steve Smith, VP, Editorial Director, Events, MediaPost 
9:00 AM
Case Study: Fragmentation Is An Opportunity, Not A Killer

Instead of fearing and blaming fragmentation for lackluster advertising campaigns, learn how to use it to your advantage. Fragmentation is an opportunity to cut through to the masses.  Instead of being overwhelmed with options and segmented audiences,  marketers need to look at these groups as curated focused viewers. With the amount of data that is available marketers have the ability to understand where their audience is watching and how they are reacting to marketing.  Learn the advantage and disadvantages of OTT, VOD, Linear and addressable and how fragmentation can reduce waste and become more efficient if done wisely.

Presenter
Stacy Durand, CEO, Media Design Group 
9:30 AM
Panel: Assessing the Video Information Complex: Keeping Data In Its Place?

The multi-screen media buy is hard enough to deploy across digital, social, TV and more. Knitting together the data that accurately assembles these audiences among these screens makes the challenge even more daunting. Onboarding first-party data to walled garden platforms both on-line and on-air must be combined with third parties to achieve scale. How are we making sense of this hot mess? With standardized segmentation and data sets still a pleasant dream, how are these screen-agnostic programs being built?

Moderator
Andrew Eklund, Founder and CEO, Ciceron 
PanelistS
Max Braun, Digital Strategist, VSA Partners 
Stacy Durand, CEO, Media Design Group 
Vanessa Watts, EVP of Media, Laughlin Constable 
10:00 AM
Data-Driven Video And The Future of Branding

Video storytelling has long been considered the best way to tell brand stories. But as data and targeting drive both the buying and assessment of video online and off, is it destined to follow the path of digital display and become driven by performance? How will these new ways of looking at video impact the inventory mix, availability, pricing even creative? Will data driven systems bend video inevitably towards direct response?

Moderator
Gavin Carr, Senior Marketing Manager, Media & Customer Acquisition, Dollar Shave Club 
Panelist
James Rothwell, Vice President Global Agency, Brand & Industry Relations, FreeWheel 
10:30 AM
Roundtables
Building The Right Targeting and Data Tools - Andrew Eklund, Founder and CEO, Ciceron
Programmatic TV -
11:00 AM
Conference Concludes

Venue

The Resort at Squaw Creek Lake Tahoe, CA
400 Squaw Creek Road
Alpine Ballroom
Olympic Valley, California, 96146

Experience accommodations rivaling the magnificence of an alpine setting. The Resort at Squaw Creek offers luxurious accommodations with grand picture windows that reveal sweeping views of the Sierra Nevada range, ancient ponderosa forests and lush meadowlands.

 

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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.