October 11 - 14, 2021
Montauk, NY • Virtual & IN-Person Event

Live Event Coverage

Full Coverage of the Summit >>

Agenda

Monday, 10/11

6:30 PM
Welcome Cocktails

Tuesday, 10/12

10:00 AM
Opening Remarks
MC
Steve Smith, VP, Editorial Director, Events, MediaPost 
10:10 AM
Keynote Fireside Chat: Mixing It Up With Gen Xers & Young Boomers
What does an iconic brand do when the biggest challenge is it’s iconic-ness? Change up the message. AARP’s SVP of Brand Integration, Barbara Shipley, talks shaking that Grandma image by creating a brand campaign with a call to action for the next generation. The series of spots focus on happiness and longevity and cover mass, targeted and niche strategies through traditional, digital and social.
Interviewee
Barbara Shipley, SVP, Brand Integration, AARP 
Interviewer
Lisa Singer, Event Editorial Manager, MediaPost 
10:35 AM
Sponsor Spotlight
10:45 AM
Panel: Cost/Benefit TV: Managing the High Cost of Streaming - LIVE
As eyeballs latched onto streaming sources, CPMs have spiked, pulling up with linear and cable buys. But the CTV math gets complicated. Is it achieving similar reach? How much overlap is taking place? What is the real unique reach cost relative to other video channels? How are marketers doing the cost/benefit math on TV, generally, and increasingly expensive CTV, especially?
Moderator
Jackie Barrera, Director of Media Buying, Asher Media 
PanelistS
Dave Kersey, SVP, Executive Media Director, GSD&M 
Carolina Portela, VP, Director, Strategic Investment, MAGNA Global 
11:15 AM
Sponsor Spotlight
11:35 AM
Case Study: Laddering Up to TV
How did DTC hearing aid brand EarGo take a DRTV budget and metrics and ladder up to cable and broadcast TV buys? By recognizing the complexity of TV’s impact on the purchase funnel – from the timing of site visits to sales calls to search spikes. Ben shares the ways in which DTC performance sensibilities were applied to a broadening TV strategy that blended media mix modeling with homegrown attribution metrics.
Presenter
Ben De Castro, VP of Marketing, Eargo 
12:00 PM
Sponsor Spotlight
12:15 PM
Bright Shiny Objects: Social Video vs. CTV
While Gen Z spends more time on social media than ever before (51% on IG weekly, 48% on TikTok, 37% on Snapchat) and less (15%) watching cable weekly or more, marketers need to rethink their video ad dollars. Meanwhile, Millennials are still more likely to say they’ve watched a TV series (69%) and movies (70%) in the last week than social media videos (58%). We ask media agency Good Apple to share their recent tests that identified the most effective ways to balance social media video and CTV spend. How do we optimize across the current menu of video options?  
Presenter
Hyun Lee-Miller, VP, Media, Good Apple 
12:40 PM
Roundtable: Measurement Across Screens - LIVE
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!
Featuring
Joyclyn Faust, AVP, Harmelin 
12:40 PM
Roundtable: Containing Costs - LIVE
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!
Featuring
Jonathan Halvorson, Global VP Consumer Experience, Mondelez 
Selena Pigrom, VP, Associate Media Director, TBC 
Montauk Brewing Company Tasting Room
Horseback Riding at Deep Hollow Ranch
7:00 PM
Cocktail Party
Top Deck at Gurney's
8:00 PM
Dinner Reception
Top Deck at Gurney's

Wednesday, 10/13

10:00 AM
Welcome Back - Survey on Video Media Buying
10:10 AM
Keynote Interview: 1-to-1 ATV: Cadillac Gets Personal with Addressable TV

As marketers move towards one-to-one marketing models, can TV follow along? Cadillac has been building a data infrastructure and media practice that aims towards more conversational and personalized relationships with customers. Eric Neville explains how the company has been leveraging this data successfully with addressable TV inventory and what they have learned about the promise and perils of going one-to-one on the big screen.

Interviewee
Eric Neville, Senior Manager, Media & Audience Strategy, Cadillac 
Interviewer
Tanya Gazdik, Senior Editor, Automotive, MediaPost 
10:35 AM
Sponsor Spotlight
10:45 AM
Panel: CTV Channel Surfing: Mapping Advance TV Choices Against Brand Goals - LIVE
SVOD, AVOD, social, set-top boxes, smart TV networks, DSPs? But what flavors of digital TV are working best for the specific KPIS and brand goals media buyers and planners need. Our panelists speak from example. Are they buying Amazon Prime for performance, Hulu for incremental reach? Are they using Roku for scale? YouTube for e-comm? Smart TV for geo? Let's share notes. How are marketers making their choices and mapping them against goals?
Moderator
Alina Kontarev, Media Planning and Strategy Director, Labelium 
PanelistS
Racine Levy, Director, Offline Media Buying, Angi 
Kevin Weigand, Associate Director, Video Innovation – Amplifi US, Dentsu International 
11:15 AM
Sponsor Spotlight
11:25 AM
Interview: Wayfair Remakes the Funnel - LIVE
With high brand recognition in the furniture category accomplished, Wayfair is evolving its top of funnel strategy to align with its emerging lines like appliances and renovations. This requires a new approach to video planning that blends branding in these new categories with efficiency. Likewise the creative has to tell more cohesive story and the metrics have to account for longer buy cycles. Lauren walks us through the pivot.
Interviewee
Lauren Sutkowski, Senior Manager, Marketing, Wayfair 
Interviewer
Steve Smith, VP, Editorial Director, Events, MediaPost 
11:50 AM
Sponsor Spotlight
12:05 PM
Panel: Planning for the 2022 Upfronts - LIVE
Every year media buyers marvel at TV's ability to defy the laws of supply and demand...and gravity. No one knows what the linear, cable and digital video makers will do, but how will the buyers be ready? And what are they expecting?
Moderator
Joe Mandese, Editor-in-Chief, MediaPost 
PanelistS
Jason Kanefsky, Managing Partner, Marketplace Intelligence, Havas Media 
Ivan Stamenov, VP, Marketing Operations & Technology, Cancer Treatment Centers of America 
12:35 PM
Roundtable: Channel Surfing: Mapping CTV Media Plans - LIVE
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!
Featuring
Joshua Palau, Chief Media and Activation Officer, PHD 
Wine Tasting & Tour at Wölffer Estate Winery
Golf at Montauk Downs Golf Course
Montauk Lighthouse and Coastal Hiking Tour
7:00 PM
Cocktail Party
Showfish Star Island @ Montauk Yacht Club
Shuttles will leave from Gurney's Resort at 6:30pm (10 minute ride).
8:00 PM
Dinner Reception
Showfish Star Island @ Montauk Yacht Club
Shuttles will leave from Gurney's Resort at 6:30pm (10 minute ride).