Agenda

June 06, 2018
6:30 PM
Welcome Cocktail Reception
June 07, 2018
7:30 AM

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
8:15 AM
9:00 AM
MC
Steve Smith , VP, Editorial Director, Events, MediaPost
9:15 AM
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

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
Panelist
Brooke Abney , Director, Programmatic Video & Emerging Format Capabilities, Resolution Media
Kendal Schanz , Media Director, Modus Direct
Chandni Shah , Media Strategist, VSA Partners
Ly Tran , Chief Media Officer, Proof Advertising
10:30 AM
11:00 AM

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
Panelist
Trey Dickert , Media Director, Media Two Interactive
Jared Lake , VP, Digital Strategy, Ocean Media
Carlos Ramirez , Group Director, Quigley-Simpson
11:45 AM
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

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
1:10 PM
2:00 PM
Afternoon Activities
5:30 PM
One on One Meetings
6:30 PM
Cocktail Party
7:30 PM
Dinner Reception
June 08, 2018
7:30 AM

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
8:15 AM
8:45 AM
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
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

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
Panelist
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
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
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.
Presenter
Amy Alegi , VP, Marketing & Communications, Be The Match/National Marrow Donor Program
Andrew Eklund , Founder and CEO, Ciceron
11:45 AM

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
2:00 PM
Afternoon Activities
6:30 PM
Cocktail Party
7:30 PM
Dinner Reception
June 09, 2018
7:30 AM

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
8:45 AM

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.

Keynote
Robert Aho , Partner, BrabenderCox
Joe Fuld , President, Campaign Workshop
9:15 AM

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.

Presenter
Greg Barnes , Media Supervisor, McKinney
Swapnil Patel , Executive Director, Media, McKinney
10:00 AM
Coffee Break
10:15 AM

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

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

The All Screens Playbook

This is not a test. Cross-screen, data driven video advertising is proving its effectiveness and driving growth. The money is finally starting to follow the eyeballs as they dance across TV, live and on-demand OTT, VOD, desktop and mobile.

This is not a test. It is a tactic.

In the next edition of MediaPost's TV and Video Insider Summit we explore the real world tactics advanced TV advertisers are already developing for using these new targeting and screen opportunities. As these various channels mature, how do we map marketers' branding and performance goals against specific screens? What is the source and reliability of the data informing these new buying tactics? In the absence of standardized cross-screen metrics, how are advertisers measuring success? And how is the creative brief posed to change as new consumption format challenge the "spot" as we have known it.

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