Tuesday, 03/02
Day 1 - Buying Your Next CTV
3:00 PM ET
Opening Remarks - ALL times EST
- MC
- Lisa Singer, Event Editorial Manager, MediaPost
3:10 PM ET
Keynote Interview: Betting on The Big Game: Pepsi’s Omni-Screen Half-Time Strategy
Super Bowl halftime remains the biggest sponsorship opportunity of the biggest TV event of the year. But as its Pepsi overseer tells us, a lot of the effort now occurs on a wide range of screens, formats and timeframes long before and after the big show. What is the Big Game strategy in an era of dispersed viewing and a deeply disrupted year in sports?
- Interviewee
- Todd Kaplan, VP of Marketing, Pepsi, at PepsiCo
- Interviewer
- Lisa Singer, Event Editorial Manager, MediaPost
3:35 PM ET
Sponsor Spotlight - "An Introduction to Performance TV"
3:45 PM ET
Panel: Taking CTV's Measure: What Does A Data-Driven Strategy Look Like?
Accelerated by lockdown viewing, digital video and connect TV in 2021 goes from nice-to-have to must-have for any brand plan that needs reach and any performance strategy that requires greater targeting and accountability. But with multiple TV manufacturers in the game, SVOD, Amazon, Roku and too many free streamers and platforms to count; many with their own metrics, how are media buyers ensuring that data drives the strategy? Our panel of cross-screen planners share how they meet the challenge of attribution across platforms, reconcile competing metrics, calculate ROI and optimize on the fly. Let's get practical. What does the digital and CTV video plan look like after a year of radical change?
- Moderator
- John Mergen, Executive Media Director, The Shipyard
- PanelistS
- Fiona Benmayor, Senior Analyst, North America Media & Consumer Data, PepsiCo, Inc.
- Eric Neville, Senior Manager, Media & Audience Strategy, Cadillac
- Hannah Son, Director, User Acquisition, JibJab
- Eric Tsai, VP, Marketing and Analytics, Joybird
4:10 PM ET
Sponsor Spotlight - "Cross-Platform TV & the Power of the Impression: Welcome to ADvantage XP"
4:20 PM ET
Cancer Treatment Centers of America Case Study: Going Geo: Precision Targeting The Video Story
Reaching the right audiences, in the right places, at the right time, during a global pandemic can be challenging. Cancer Treatment Centers of America (CTCA) reached prospective patients through a targeted OTT/CTV campaign that informed patients of nearby facilities available for treatment. CTCA and Merkle share learnings that resulted in a cost per conversion of 60% lower than the cross-channel average.
- PresenterS
- Trevor Hadick, Sr. Manager, Analytics, Merkle
- Ivan Stamenov, VP, Marketing Operations & Technology, Cancer Treatment Centers of America
4:40 PM ET
Sponsor Spotlight - "Connecting Workflow for a Connected TV World"
4:50 PM ET
Case Study Interview: Solving the Brand-Bottom Line Conundrum
The sales vs. brand building conundrum is the bane of media planners everywhere. Reebok shares its solution – grounded in basic research, leaning on video storytelling, persistent testing of frequency and formats. But Beth McKenna also explores how brands need to avoid targeting themselves into oblivion and prove out allocation decisions to their own internal stakeholders.
- Interviewee
- Beth McKenna Moore, Director of Global Marketing Strategy, Reebok
- Interviewer
- Steve Smith, VP, Editorial Director, Events, MediaPost @popeyesm
5:10 PM ET
Roundtables
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!
5:10 PM ET
Roundtable: Making the Most of UGC
With traditional production severely constrained, marketers turned to influencers, partners and consumers themselves to fill the rapid-fire needs of a fluid advertising environment. What did they learn about maintaining brand safety, hitting schedules, measuring results? Has the creative bar been lowered once and for all?
- Featuring
- Brandon Miller, Digital Marketing Manager, Land O' Lakes, Inc.
- Kirsten Wright, VP Marketing/Director Social Media, SCS
Wednesday, 03/03
Day 2 - Video First Commerce
3:00 PM ET
Welcome Back: Survey Report - ALL times EST
- MC
- Lisa Singer, Event Editorial Manager, MediaPost
3:05 PM ET
Fireside Chat: Eos Stays the Course During Pandemic
COVID-19 forced companies to reevaluate their marketing strategies. Plans were put on hold and budgets cut, given the unpredictable environment. Coming off a recent brand reboot, skin care company, Eos, met those challenges head on with not one, but two new product launches. CMO, Soyoung Kang shares with us the strategy behind it, how they adapted and her one imperative moving forward.
- Interviewee
- Soyoung Kang, Chief Marketing Officer, eos
- Interviewer
- Lisa Singer, Event Editorial Manager, MediaPost
3:35 PM ET
Trivia
3:45 PM ET
Sponsor Spotlight - "Customize Addressable CTV Audiences in Real-Time"
3:55 PM ET
Panel: Screens, Screens, Everywhere: YouTube, TikTok and Beyond
How and where are marketers leveraging video? E-commerce became a lifeline for consumers, YouTube viewing surged, and TikTok turned into the flavor of the year, but how are brands using and measuring its effectiveness? Our panel explores how these emerging opportunities are reshaping video strategy.
- Moderator
- Albert Thompson, Managing Director, Digital, Walton Isaacson
- PanelistS
- Matt Myers, Head of Customer Acquisition, Haven Life
- John Porte, VP, Cross Channel Paid Media, Wells Fargo
- Taylor Rock, Acquisition Marketing Manager, DTC, The Clorox Company
4:25 PM ET
Sponsor Spotlight - "Driving Omnichannel, Data-Driven, and Accountable Media"
4:35 PM ET
Keynote Interview: SmileDirect’s All-Screen Press
As the oral care upstart SmileDirect grows its brand into new product lines and customers, the company is bringing its performance-oriented media to every screen. CMO John Sheldon explores how a CPM-centric approach continues to perform across linear, CTV and social. Likewise, highly modular creative and leveraging shorter formats are giving SmileDirect the flexibility to grow despite the opaque outlook for 2021 media.
- Interviewee
- John Sheldon, CMO, SmileDirectClub
- Interviewer
- Steve Smith, VP, Editorial Director, Events, MediaPost @popeyesm
5:00 PM ET
Roundtables
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!
5:00 PM ET
Roundtable: Live Video
Everything old is new again. As the world goes VOD, live streams took advantage of the always-on viewer. But how can brands decide whether and where to use the live opportunities across FB, YouTube, Instagram and even TikTok. How are early practitioners leveraging the intimacy and immediacy of this connection to consumers?
- Featuring
- Sarah Grosz, Head of Influencer Marketing, MuteSix
- Albert Thompson, Managing Director, Digital, Walton Isaacson