Agenda

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Sunday, February 24

6:30 PMGarden Court Terrace

Monday, February 25

Day 1: What Does Video Strategy Look Like Now?

So many screens, so little time and money. How and where are brands' video stories being told? We open the Summit drilling into media plans that are (and aren't) working across available screens. And where do these emerging channels sit within the agency now?

8:00 AMWest Convention Foyer
Registration & Breakfast
8:15 AMGrand Ballroom EF
9:00 AMGrand Ballroom EF
MC
Steve Smith, VP, Editorial Director, Events, MediaPost 
9:15 AMGrand Ballroom EF
EA’s mission is to become the world’s greatest gaming company. But in the face of a fragmented video landscape and stiff competition, the storied game company is leveraging its deep relationship with gamers’ media habits to build its brand across TV, OTT, addressable and digital screens. Colleen will share what the company is learning about these evolving media behaviors, how data is driving EA’s omni-screen video strategy, and how the new science of data-driven media can never lose sight of the “art” of planning in order to deliver meaningful experiences for players.
Keynote
Colleen Nuffer, Global Media Planning and Activation Lead, Americas, Electronic Arts 
9:45 AMGrand Ballroom EF

The first question in a multi-screen video world may not be "what is the plan?" but "who does the planning?" As connected TV inventory grows and extends from both traditional TV and digital video media, who owns the process, boasts the best expertise, command of the right data? Where does this inventory sit within agency media buying teams now? Agencies discuss.

Moderator
Joe Mandese, Editor-in-Chief, MediaPost 
PanelistS
Matthew Cirri, SVP, Group Account Director, Havas Media 
Adrienne Holthaus, Group Media Director, Exverus 
Ryan Meerstein, Managing Partner, Targeted Victory 
10:30 AMWest Convention Foyer
11:00 AMGrand Ballroom EF
A brand's video stories can go in countless directions now. But what strategies and channels are working now? We open the TV and Video Insider Summit with practice rather than platitudes. We ask buyers and planners to pop the hoods on some of their most recent cross-screen campaigns to share what did and didn't work, How did they course correct and optimize? What were the biggest surprises and lessons learned? Let's start with what is possible now.
Moderator
Robert Aho, Partner, BrabenderCox 
PanelistS
Larene Mantel, Director, Advanced TV, Cadreon 
Jesse Math, VP, Social & OTT, ForwardPMX 
Sean McCormick, Senior Media Director, Harmelin Media 
11:45 AMGrand Ballroom EF
Implementing an audience-based cross-platform video strategy across a large media holding company is a long journey – and one that Omnicom Media Group has recently embarked upon. OMG’s advanced TV platform—a component of Omnicom’s Omni people-based precision marketing and insights platform—ties together audience-based TV planning, buying and measurement capabilities across data-driven linear TV, household-addressable and IP-delivered OTT platforms. Jonathan will share the vision, trajectory and some early lessons learned on the early part of this journey.
Presenter
Jonathan Steuer, Chief Research Officer, Omnicom 
12:15 PMGrand Ballroom EF

What Does a Video Plan Look Like Now? - Jesse Math, VP, Social & OTT, ForwardPMX
Agency Reorganization for Multi-Screen Buying - Adrienne Holthaus, Group Media Director, Exverus
The Changing Media Consumer - Adam Gaynor, Head of AMCN @ AMC Networks Head of AMCN,  AMC Networks

12:45 PMWest Convention Foyer
Lunch
1:10 PMGrand Ballroom EF
Hiking at Camelback Mountain
Golf at Camelback - Padre Course
Horseback Riding
5:30 PM
One on One Meetings scheduled for select attendees. Invites are on a case by case basis so please check your inbox.
6:30 PMCamelback Vista Patio @ Hotel
7:30 PMCamelback Vista Lounge @ Hotel

Tuesday, February 26

Day 2: Data In, Data Out

It's the data, stupid. On Day 2 we explore how more granular, more actionable data work best to activate and make accountable both traditional and emerging video channels. From DTC brands seeking scale on new and old TV to the new metrics of OTT to the newest tricks for data-infused linear TV buying - today is data day at the Summit.

8:00 AMWest Convention Foyer
Breakfast
8:15 AMGrand Ballroom EF
9:00 AMGrand Ballroom EF

Like many CPG manufacturers, Conagra has always leaned heavily on TV to drive loyalty across brands. Media Manager Alannah Pawlik explores a major shift in thinking at the company that is driving a new strategy that dials up digital programmatic, OTT and other video channels to widen reach among fragmented audiences. But how does a multibrand company map product to buying strategy, evaluate these media opportunities, and unify their data and measurement methods?

Interviewee
Alannah Pawlik, Media Manager, Conagra Brands 
Interviewer
Steve Smith, VP, Editorial Director, Events, MediaPost 
9:30 AMGrand Ballroom EF
When you are a disruptor whose brand message is affordable quality, extravagant TV ads are neither in the budget or on brand. And yet, Cut Golf managed to get an epic video into the Super Bowl’s hype cycle this year. In social video, user-generated content and smart media partnerships, the company has built a video plan that is as reasonably priced as its products. We explore with the founders the art of bootstrapping video storytelling.
Presenter
Dennis Chang, Co-Founder, Cut Golf 
10:00 AMGrand Ballroom EF

OTT has finally arrived at scale on the bigger screen. But from network full episode apps to streaming boxes to skinny bundles to nano-niche digital channels, that scale is a vast landscape of islands. The chief challenge now is measurement across those OTT channels and reconciling it with linear. How are the early-in buyers making sense of fragmented post-GRP metrics? How are they finding and assembling audiences here? What s the real measure of OTT?

Moderator
Joe Mandese, Editor-in-Chief, MediaPost 
PanelistS
Julie Anson, Associate Director Partner Innovation, Advanced TV, Magna Global 
Marissa Jimenez, President, MODI Media 
Chris Peterson, Managing Partner, R2C Group 
10:30 AMWest Convention Foyer
11:00 AMGrand Ballroom EF
Interviewee
Nadine Karp McHugh, SVP - Omni Media, Programmatic, Strategic Investments & Creative Solutions, L'Oreal 
Interviewer
Steve Smith, VP, Editorial Director, Events, MediaPost 
11:30 AMGrand Ballroom EF
For its major pharmaceutical client, Klick Health did a six-cell test of data-infused audience targeting on 18 top performing addressable cable networks. Sonya Svaty explains how the test substantially outperformed the brand’s national TV plans, both in its efficiency and conversions.
Presenter
Sonya Svaty, VP, Media, Klick Health 
11:40 AMGrand Ballroom EF

Old TV has been "infused" with new and better data for a while. But a new generation of data providers and DSP-like platforms have rushed in to help optimize the planning process. We ask planners themselves to share how they are best sourcing, validating and deploying the data and segmentation now available to parse the linear programming.

Moderator
Ben Angle, Senior Media Buyer, National Media 
PanelistS
Christena Garduno, COO, Koeppel Direct 
Josh Martin, EVP & Head of Mass Acquisition Media, Performics 
Sonya Svaty, VP, Media, Klick Health 
12:15 PMGrand Ballroom EF

Bootstrapping Your Video StrategySam Uisprapassorn, Co-Founder, Cut Golf
OTT and the Metrics Morass - Chris Peterson, Managing Partner, R2C Group
Data-infused Linear Tips and Tricks - Josh Martin, EVP & Head of Mass Acquisition Media, Performics

12:45 PMWest Convention Foyer
Lunch
Major League Baseball Spring Training Game
Desert Botanical Garden Tour
Pool Outing at the Resort

Wednesday, February 27

Day 3: Data+Story

Granular targeting is useless if a marketer lacks the right thing to say to that viewer at that moment. We cap the Summit exploring how brand storytelling needs to optimize to new formats, channels and media experiences.

8:00 AMWest Convention Foyer
Breakfast
8:45 AMGrand Ballroom EF
From longer video narratives and testimonials to animated GIFs UPMC has learned to bring media placement into the creative ideation process. Alyssa Kramer will show us how the brand customizes its video storytelling to channels and goals on a range of screens and formats. We explore how what happens when the media plan is part of the story plan.
Keynote
Alyssa Kramer, Video Production Manager, Marketing & Communications, UPMC Health Plan 
9:15 AMGrand Ballroom EF

"Bringing media and creative closer together" has become a tiresome mantra in advertising for decades. But as ad formats now range form 6 seconds bumpers to half hour brand epics, scroll-stopping social clips to skippable pre-rolls, it becomes imperative that media and creative work more closely and earliest in the process. We drill into examples of how this works when it works.

Moderator
Nina Lentini, Editor, Events and Research, MediaPost 
PanelistS
James Chanter, Senior Partner, m/Six 
Rob FitzGerald, President and COO, Empower 
Dawn Webley, VP, Media Services and Analytics, OH Partners 
Jeff Zannella, Creative Media Director, Trilia Media 
10:00 AMGrand Ballroom EF

In the win-or-go-home world of political advertising - where $5.2 billion was spent last election - data drives every decision. A GOP media buyer shows how political buyers incorporate OTT into media plans, leverage voter data, and measure effectiveness in the midst of an intense campaign. Plus, learn how new media mix optimization tools can determine the screen mix between linear TV, digital, and OTT. And delve into campaign case studies for tips on how political advertising is setting the bar for OTT adoption.

Presenter
Sharon Aho, OTT Media Director, BrabenderCox 
10:30 AMGrand Ballroom EF
Bridging Media and Creative - Dawn Webley, VP, Media Services and Analytics, Oh Partners
Learning From Political Media Buying - Ben Angle, Senior Media Buyer, National Media
11:00 AM
Conference Concludes