Pinehurst, NC - June 6 - 9, 2018

Event Sponsors

Agenda

Wednesday, 06/06

Thursday, 06/07

Day 1: Building Multi-Channel Video Tactics

So many screens, so little time and budget. We open the TV & Video Insider Summit surfing the video channels and where advertisers are investing and why. From social video to OTT, addressable boxes and programmatic TV, how are the buyers working tactically across screens. 

8:00 AM
Registration & Breakfast
Cardinal/South Foyer
8:15 AM
Sponsor Breakfast Presentation
9:00 AM
Opening Remarks
Cardinal Ballroom
MC
Steve Smith, VP, Editorial Director, Events, MediaPost 
9:15 AM
Keynote: Targeted Branding: Driving Leads With Big Stories
Branding vs. performance is not an either/or proposition anymore in a new world of data driven video. GE video generally relies on big branding stories that touch on its vast range of both consumer and B2B products. But in some recent campaigns it was able to pull the video and advanced TV levers to target the big message at just the right segments to drive leads for specific products. Marketers now have the opportunity to engineer for unexpected outcomes – planning messaging strategically but opening up new opportunities down the funnel. As Nancy Briscoe explains, this requires strong up-front data from the sales teams as well as better metrics from publishers.
Keynote
Nancy Briscoe, Audience Development Manager, Global Brand Marketing, GE 
9:45 AM
Panel: Channel Surfing: Mapping Goals Against Platforms

As the video options explode - across linear, VOD, OTT, addressable/programmatic TV and the vast online terrain, what is a media buyer to do? We ask a team of video strategists to share what they have learned about how each of these channels maps against specific campaign and marketing goals. Where are they finding the right targeting data, audiences, scale to justify their time and investment? Which of these channels integrates best with larger marketing plans and casts of the results data advertisers most need? Our panel of media buyers share how they are knitting together planning, creative and measurement approaches from a fragmented landscape. 

Moderator
Alan Hart, Managing Partner, ATOMCK 
PanelistS
Brooke Abney, Director, Video Center of Excellence, Omnicom Media Group 
Kendal Schanz, Media Director, Modus Direct 
Chandni Shah, Media Strategist, VSA Partners 
Ly Tran, Chief Media Officer, Proof Advertising 
11:00 AM
Panel: OTT: Navigating the Streams

Another day, another OTT streaming service. From niche special interest channels to cord-cutter alternative packages, to broadcast network apps, OTT has both grown and diversified faster than any other video source. The question for advertisers is how to evaluate and test the opportunities here. What is to be gained and lost from working at the platform level or buying into specific apps and services? Is OTT really reaching the otherwise unreachable? At scale? And is IP-based TV really delivering on its promise of better targeting and accountability? Where does the medium need to go next to earn a regular place on a media plan?

Moderator
Joe Mandese, Editor-in-Chief, MediaPost 
PanelistS
Trey Dickert, Media Director, Media Two Interactive 
Jared Lake, VP, Digital Strategy, Ocean Media 
Carlos Ramirez, Group Director, Quigley-Simpson 
11:45 AM
Presentation: A Stock Portfolio Approach to Modern Media
Video media is now bid upon and traded in exchanges that mimic Wall Street operations and tech. And so brands themselves may start looking at their media plan as a stock portfolio of inventory with different values and performance goals. Positec’s Lindsay Hendricks explores how she has reshaped her view of the video plan to treat media inventory more like stock investments. Pointing to some recent campaigns, she shows how she has been mastering the new tech, metrics and inventory to change her approach to media altogether.
Presenter
Lindsay Hendricks, Senior Media Manager, Positec Tool Corporation 
12:15 PM
Roundtables

What Does a Cross-Screen Video Strategy Look Like? - Richard Boland, Director Sales, Oath
Branding For Performance - Nancy Briscoe, Audience Development Manager, Digital & Social Media, GE
Mapping the OTT World - Carlos Ramirez, Group Director, Quigley Simpson

1:00 PM
Lunch
Cardinal Ballroom
1:10 PM
Sponsor Luncheon Presentation
Golf at Pinehurst Resort: Courses No. 2, 4 or 8
Brewmaster Tour
5:30 PM
One on One MeetingsCardinal Ballroom
6:30 PM
Cocktail PartyResort Club Veranda
7:30 PM
Dinner ReceptionDonald Ross Grill

Friday, 06/08

Day 2: Targeting and Safety

Digital video brings the complexity of data-driven targeting and measurement to new territory we still haven't mapped. On Day 2 we explore the inputs and the output. How are advertisers reconciling the disparate metrics measuring so many screens and situations? But how are they also mapping the right message against the right channels and targets while also keeping the brand safe?

8:00 AM
Breakfast
Cardinal/South Foyer
8:15 AM
Sponsor Breakfast Presentation
Cardinal Ballroom
8:45 AM
Keynote: How Purple Went From Zero to Public in 2 Years Using Video
Since its founding in 2016, Purple has exploded as the fastest growing Mattress Brand in a very competitive, saturated space. Purple considers its technology a key differentiator, but it is our video advertising that drives growth. Bryant explores how the brand tests and optimizes its creative to impact both view rates and revenue. He explains their overall media strategy, its long-standing focus on digital and why and how it is now moving those learnings to national TV. What can big brands and startups learn from Purple’s video growth strategy that can help them reclaim or grow mind and market share in the hearts of consumers?
Keynote
Bryant Garvin, Director, YouTube, Search and Display Advertising, Purple Mattress 
9:15 AM
Presentation: Building Audiences and Targeting in TV
How does audience building through emerging video channels compare to planning on traditional TV? We kick off this section of content on targeting and audience metrics with a primer.
Presenter
Josh Martin, EVP & Head of Mass Acquisition Media, Performics 
9:30 AM
Panel: Data In: Building Audiences and Attention In A Distracted World

Audiences are not only fragmented but increasingly distracted. Where are planners finding and best using data to target their customers in places where it matters? Knitting together the data that accurately assembles these audiences among these screens is an improvised dance with on-boarding first party data, vaulting walled gardens and sorting through uneven third-party data. We ask a panel of seasoned cross screen buyers for examples of how they are knitting together targeted audiences from this mixed data pile.

Moderator
Alan Hart, Managing Partner, ATOMCK 
PanelistS
James Chanter, Senior Partner, m/Six 
Josh Martin, EVP & Head of Mass Acquisition Media, Performics 
Lindsay Pullins, Director, Programmatic Media, Empower MediaMarketing 
10:15 AM
Coffee Break
10:45 AM
Fireside Chat: Brand Safety and the New Screens
Automation has its consequences, and in data driven advertising that too often means embarrassing, even offensive adjacencies for respected brands. As the first agency appointment to the 4As Advertiser Protection Bureau, UM’s Jason Lowcock discusses the role of broad industry cooperation and shared intelligence in monitoring and addressing the scope of the brand safety challenge.
Interviewee
Joshua Lowcock, Global Brand Safety Officer/U.S. Chief Digital & Innovation Officer, UM Worldwide 
Interviewer
Joe Mandese, Editor-in-Chief, MediaPost 
11:15 AM
Presentation: Finding the Match of Donors, Authenticity, Screens
To recruit life-saving blood stem cell donors, on a non-profit budget, Be The Match needed tight targeting and relevance through authentic creative that motivated young, diverse viewers through platforms with which they were engaging. We explore how the campaign tested both iPhone-recorded stories and higher production values to find the right messaging. Equally as important was optimizing channels and targeting across programmatic, emerging media platforms and connected TV.  Come learn how Be The Match found the most effective blend of creative, segmentation and channels.
PresenterS
Amy Alegi, VP, Marketing & Communications, Be The Match/National Marrow Donor Program 
Andrew Eklund, Founder and CEO, Ciceron 
11:45 AM
Roundtables

Building Video Audiences - Andrew Eklund, Founder and CEO, Ciceron
Brand Safety
- Lindsay Pullins, Director, Programmatic Media, Empower MediaMarketing
Measurement Across Screens - Maggie McKemie-Lee, Account executive, Simulmedia

12:30 PM
Lunch
Cardinal Ballroom
Golf at Pinehurst: The Legendary No. 2, new classic No. 4 or amazing No. 8
Sport Clay Shooting
Pool Outing
6:30 PM
Cocktail PartyBallroom @ #9 course
7:30 PM
Dinner ReceptionBallroom @ #9 course

Saturday, 06/09

Day 3: Segment Analysis

Every product segment has discrete marketing targets, customer journeys and creative constraints. We end the TV and Video Insider Summit drilling into three very different categories – politics, apparel, auto – and how each finds their audience and chooses emerging media channels.

8:00 AM
Breakfast
Cardinal Ballroom
8:45 AM
Keynote: Playing Politics: Lessons From The Campaign Trail

In recent years, political advertising has gotten a reputation for being on the bleeding edge of audience segmentation, data infused video buying, and even real time dynamic ad creation. Two veterans of political and advocacy campaigning share what they have learned about advanced video and targeting that brand marketers may apply in the consumer space.

KeynoteS
Robert Aho, Partner, BrabenderCox 
Joe Fuld, President, Campaign Workshop 
9:15 AM
Presentation: Cost vs. Value: Video Tactics in the Media Mix

Video is a tactic, not a strategy…and one size does not fit all brand goals. For Crocs, video placements are only 6-7% of our overall digital media mix. The brand’s media buying team shows how they “mitigate” risk by limiting spend, using video placements very purposefully to serve objectives that aren’t as directly addressed by display or other tactics, diversify and optimize those placements. From pre-roll and cross-platform video, long form content creation to social video, the team shares how it targets video buys tactically, affordably to optimize value and impact.

PresenterS
Greg Barnes, Media Supervisor, McKinney 
Swapnil Patel, Executive Director, Media, McKinney 
10:00 AM
Coffee Break
10:15 AM
Q&A: Test Driving the Channels

The chief media strategist for Lexus discusses their approach to emerging video channels and their integration with TV. How is a category that traditionally leaned so heavily on broad-brand-building TV advertising use digital video channels to target different points in the customer journey with greater precision and creative range?

Interviewee
Jennifer Bolt, Executive Director, Media & Integration, Team One 
Interviewer
Steve Smith, VP, Editorial Director, Events, MediaPost 
10:45 AM
Roundtables

Learning from Politics - Robert Aho, Partner, BrabenderCox; Joe Fuld, President, Campaign Workshop
Video in the Display Mix - Swapnil Patel, Director of Media, McKinney; Greg Barnes, Media Supervisor, McKinney

11:30 AM
Conference Concludes

Venue

The Carolina Hotel, Pinehurst, NC
80 Carolina Vista Drive
Pinehurst, North Carolina, 28374
Some say you can feel the spirit of Pinehurst as you turn onto Carolina Vista Drive. Built in 1901 by famed architect and designer Frederick Law Olmsted (Central Park in New York City and the grounds of Biltmore House), the majestic century old Carolina Hotel with its sweeping verandas, makes you feel as though you’ve stepped back in time to an era when elegance defined grand hotels and resorts. Dubbed the “Queen of the South,” The Carolina has 230 Four-Diamond guest rooms including suites.
 
Built in 1895, The Holly Inn was Pinehurst’s first hotel and is located a short walk away in the heart of The Village at Pinehurst. The Four Diamond Holly features 82 guest rooms and suites each as unique as the hotel itself. Every detail has been attended to with fine touches in every nook, from the jewel-toned Tiffany lamps, to the reading selection in the library, and to the comfort of a rocking chair in your guest room.
 
Amenities for both lodges include elegant restaurants, casual lounges and bars, coffee shop, tennis courts, bike rentals, fitness center, luxury spa, airport shuttle, and of course access to 9 different world-class golf courses (with 3 of the 9 ranked in Golfweek’s Top 100 in the US). A world-class tennis, spa, meetings, special events and family resort, where life actually seems to slow down - so you can enjoy every minute of it.

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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.

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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.