April 6 - 9, 2014
Mohonk

Online Video: A Growing Market That Still Has a Lot to Learn

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Agenda

Sunday, 04/06

6:30 PM
6:30 PM ET
Cocktail Reception

Monday, 04/07

8:15 AM
8:15 AM ET
Full Breakfast
8:45 AM
8:45 AM ET
Opening Remarks
MC
Catharine P. Taylor, Digital Media Specialist 
9:00 AM
9:00 AM ET
Keynote Conversation: Reach and Frequency in the Age of Infrequency
Custom content! Dedicated branded YouTube channels! Micro-targeting! Welcome to the world of online video in 2014, when everything is possible, except -- perhaps -- for the reach and frequency that advertisers have used to build brands for decades. But even in this age of infrequency, advertisers have the same marketing needs; they need to reach consumers, only now they have to do it on a myriad of screens and in a record amount of time before people click off somewhere else. In this Video Insider Summit conversation, Protagonist co-founder and partner talks about surmounting the challenges of a fragmented video world, turning challenge into opportunity.
Keynote
Jordan Rednor, Co-Founder/Partner, Protagonist 
Facilitator
Catharine P. Taylor, Digital Media Specialist 
9:30 AM
9:30 AM ET
Panel: How to Make YouTube Work for You
Like Facebook and Google.com, YouTube is its own medium. It is the world’s largest repository for videos, with more than a billion views per day; it’s also the world’s second largest search engine, and the third-largest social network by percentage of active users. And like Facebook and Google, it is also increasingly a playground for marketers. However, whether you’re looking to raise brand awareness with TrueView, or generate direct sales or leads through In-Search or In-Display Video ads, one size definitely does not fit all when it comes to marketing on YouTube. Our experts will take you through examples of YouTube marketing success, and share best practices for leveraging the paid, owned and earned options of Google’s massive video-sharing site.
Moderator
Rory Maher, Managing Director, Hillside Partners 
PanelistS
Dylan Conroy, Partner, Channel Factory 
Henry Hall, Group Search Director, MediaCom 
John Holdridge, VP/Channel+, Fullscreen 
Peter Medlock, Manager, Video + Media Team, W.W. Grainger 
Jeff Semones, President, M80 
10:15 AM
10:15 AM ET
Panel: Right Upfront: How Are the NewFronts Affecting the Advertising and Content Marketplace?
As the Video Insider Summit begins, one of the big topics on the minds of online video executives will be the Newfronts, scheduled to begin at the end of April. The video content showcase will once again feature the latest new video content from major players such as AOL, Hulu, The New York Times and Buzzfeed. As it becomes more entrenched, it’s time to assess how it moves the marketplace, from helping advertisers shape their online video buys, to helping content producers attract advertisers and audience. On this panel, participants will talk about the role of the newfronts in online video’s past, present and future.
Moderator
Joe Mandese, Editor-in-Chief, MediaPost 
PanelistS
Matt Bruce, Senior VP/Client Business Partners, Agencies, Nielsen 
Lily Chakrabarty, Senior Vice President/Group Director, Starcom Worldwide 
George Hammer, VP, Group Director, Strategy, DigitasLBi 
Stephen McDermott, Upfronts Team Lead, Google 
Melinda McLaughlin, Senior VP/Chief Marketing Officer, Tremor Video 
11:00 AM
11:00 AM ET
Keynote: The Data-Driven Future of Online Video
Online video is reshaping the way brands engage with consumers and, in turn, how media and advertising companies do business. Video is a massive, growing market, and data is driving the evolution. To better understand the changing landscape of the online video marketplace—today’s challenges and tomorrow’s opportunities—Brian Hughes will discuss the data forces leveraging the right investments to achieve the greatest possible value.
Keynote
Brian Hughes, Senior Vice President-Audience Intelligence & Strategy, MAGNA 
11:30 AM
11:30 AM ET
Panel: How to Use Paid Media to Amplify Your Social Video Success
Sure, every advertiser wants their video content to go viral, but one of the hard lessons of the last five years is that such success is much more difficult – and often a lot more random – than it looks. That only increases the pressure on agencies and advertisers to amplify content that is showing signs of breakout success, using a combination of paid and earned media to make it happen. But how do the best practitioners go about it? What real-time data inputs do they use to create paid media strategies on the fly? How do they plan for earned media distribution? And how well can they predict a piece of content’s eventual distribution and effectiveness? In this session, media executives talk about the best practices that make social video amount to much more than its number of shares.
Moderator
Ross Fadner, Director, Event Programming, MediaPost 
PanelistS
Evan Hanlon, President, [m]PLATFORM US 
Sean O’Neal, President, Adaptly 
Mitchell Reichgut, Founder, CEO, Jun Group 
Joseph Tam, Senior Partner, Sr. Digital Director, MEC 
12:15 PM
12:15 PM ET
Roundtables
What YouTube Strategy Is Right for Your Clients? - Table Lead: Dylan Conroy, Channel Factory
How to Plan for Video Success—and Failure - Table Lead: Peter Medlock, Grainger
What does the Future of TV Advertising Have in Store for Marketing? - Table Lead: Jennifer Lysaught, IMM
1:00 PM
1:00 PM ET
Lunch
1:15 PM
1:15 PM ET
2:00 PM
2:00 PM ET
Golf
Ice Skating
Spa
Horseback Riding
Rock Climbing
2:00 PM
2:00 PM ET
2:00 PM
2:00 PM ET
2:00 PM
2:00 PM ET
2:00 PM
2:00 PM ET
2:00 PM
2:00 PM ET
6:00 PM
6:00 PM ET
Cocktail Reception
7:00 PM
7:00 PM ET
Dinner

Tuesday, 04/08

8:15 AM
8:15 AM ET
Full Breakfast
8:45 AM
8:45 AM ET
Welcome Back
9:00 AM
9:00 AM ET
Keynote: Mini’s Fans Put the Car, and Online Video, to the Test
In this Video Insider Summit case study, Lee Nadler, marketing communications manager at MINI USA, will take Summit attendees through the brand’s just-launched video campaign for the new MINI hardtop. The MINI Final Test Test Drives asked MINI Owners to submit ideas for how they would test the new MINI before it hit the streets. MINI then produced videos focused on the best ideas, from playing MINI Golf to testing how good the car is at not spilling the contents of a travel mug. But even the best videos ever don’t mean the content will get seen. Therefore, Nadler will also navigate through the effort’s distribution strategy, which will be a central component of the campaign’s success.
Keynote
Lee Nadler, Marketing Communications Manager, MINI USA 
9:30 AM
9:30 AM ET
Panel: Is Software Really Going to Eat TV?
Watch out TV buyers and planners, your job may soon be replaced by an algorithm. According to a recent Forrester report, programmatic buying is slowly taking over the video ad market, and TV is next. As we know, video advertising has already become more TV buyer-friendly in a short time, thanks to GRP-based planning and buying tools in products like Nielsen’s Online Campaign Ratings, which reduce the learning curve for a TV buyer wanting to make digital video orders across devices. But is the shift towards TV-friendliness a good or bad thing for video buyers? In other words, is the buy-side thinking about video through the lens of television, or is the industry just making a necessary compromise? How is programmatic video changing that? And how do the economics of video affect that shift? What will the programmatic models for video look like in the next five to ten years?
Moderator
Gary Reisman, CEO/ Co-Founder, Leap Media Investments  
PanelistS
Stacy Daft, VP, Product and Solutions, Videology 
Cordie DePascale, Senior Vice President, Product Management & QA, Mediaocean 
Raymonde Green, VP, Media Director, DigitasLBi 
John Piccone, Chief Revenue Officer, Simulmedia 
James Rooke, General Manager, Business Solutions, FreeWheel 
10:15 AM
10:15 AM ET
Presentation: Viewability Is Just the Tip of the Iceberg, Why In-Banner Fraud is the Real Problem
There is a fundamental issue with video inventory quality today, from robotic traffic to non-viewable impressions and unsafe environments. Media vendors are fraudulently purchasing and running in banner video instead of pre-roll and are still billing it as pre-roll. In this session, Avi Brown, CEO of video intelligence company BrandAds, will share real data from major brand campaigns that highlights this fraud. He will talk about how video viewability should really be defined and discuss the need for standardization in the industry as well as unbiased measurement.
Presenter
Avi Brown, CEO + Co-Founder, BrandAds 
10:45 AM
10:45 AM ET
Panel: Buyer Beware: Video Ad Fraud is Growing
Online ad guru Wenda Millard recently claimed that roughly a quarter of the $30 billion spent annually on online advertising is fraudulent. And by “fraud”, she means piracy, non-viewable ads, ads stacked on top of ads, inappropriate content, and deliberately malicious behavior in the form of publishers employing bot networks to boost traffic and clicks. While the problem is certainly more mature in online display, the challenge of bad inventory is also pervading video, where CPMs can be 10 times greater, the security isn’t as sophisticated and campaign success is easier to measure. We ask the buyers: do you think 25 percent of the programmatic video buys you’ve made in the last year are fraudulent? How would you know? Whose responsibility should it be to stamp out the issue and who should pay for it? What are the long-term effects of video fraud for the industry?
Moderator
Dr. Augustine Fou, Digital Consigliere, Marketing Science Consulting Group, Inc. 
PanelistS
Jay Benach, White Ops 
Charlie Fiordalis, Managing Director, Digital, Media Storm 
Ronnie Lavi, VP of Product, Innovid 
Matt McLaughlin, COO, DoubleVerify 
Craig Simmons, Product Strategy and Operations Manager, Exponential 
11:30 AM
11:30 AM ET
Presentation: A Global Look at Online Video Success
One of the best – but most difficult things – about digital media is that there’s no one strategy for producing and distributing video content. Some advertisers swear by Vine, some buy pre-roll, others focus on their YouTube channel and seeding strategies and still others repurpose video from TV to use in their online efforts. And, of course, some do all of the above. But, while there’s no silver bullet in online video marketing, there are also many paths to success. In this Video Insider Summit presentation, OgilvyEntertainment’s Abigail Marks will walk you through successful video strategies from around the globe, including campaigns for Dove and DuPont.
Presenter
Abby Marks, Director of Strategy and Operations, Ogilvy Entertainment 
12:00 PM
12:00 PM ET
Roundtables
How to Detect Video Ad Fraud - Table Lead: Avi Brown, BrandAds
The Role of Software in Video Buys - Table Lead: Tony Effik, R/GA
Making Video Campaigns Go Global - Table Lead: John Wolff, Carat
1:00 PM
1:00 PM ET
Lunch
1:15 PM
1:15 PM ET
2:00 PM
2:00 PM ET
Golf
Hiking
Spa
Carriage Ride
2:00 PM
2:00 PM ET
2:00 PM
2:00 PM ET
2:00 PM
2:00 PM ET
2:30 PM
2:30 PM ET
6:00 PM
6:00 PM ET
Cocktail Reception
7:00 PM
7:00 PM ET
Dinner

Wednesday, 04/09

8:30 AM
8:30 AM ET
Full Breakfast
9:00 AM
9:00 AM ET
Panel: How Effective Are Vine and Instagram Ads Really?
Procter & Gamble’s Tide, Dunkin’ Donuts, and Lowe's are all on Vine. GE, Carnival Cruises and Burberry are among those have tested the waters with Instagram's 15-second video ad product, setting the stage for a new era in video advertising not only remarkable for its brevity but for the different content required to engage users where social meets video. Yes, plenty of advertisers have gotten on board, but the advertising world is still grappling with what it really means. Do these ads deliver on familiar metrics like reach, frequency and brand awareness? Are they shared more than other ad video? And, most importantly for buyers, are we about to see a boom in short-form ad inventory?
Moderator
Noah Mallin, Head of Social, MEC North America 
PanelistS
Greg Leavens, Principal Engineer, MomentFeed 
Jeff Melton, Chief Analytics and Media Officer, MRY 
Mark Smith, Manager of Social Media Marketing, USA TODAY 
9:45 AM
9:45 AM ET
Presentation: Native Storytelling for Mobile and Social
How do you reach a new generation of users that is constantly on their mobile phones and spends much of their time on the latest apps and social networks like SnapChat, Vine, Instagram and YouTube, or at least, Facebook and Twitter? You bring the news to them, to the medium and app they are using and in the format they prefer – highly visual and with much video. That is the approach of mobile and social news network NowThis News. Ed O'Keefe, Editor-in-Chief, will explain how you can prepare video content for each platform individually, creating true native storytelling for your brand or client.
Presenter
Edward O'Keefe, Editor-in-Chief, NowThis Media 
10:15 AM
10:15 AM ET
Roundtables
Tips for Making Video Mobile - Table Lead: Raymonde Green, DigitasLBI
Share Your Favorite Vine and Instagram Success Stories - Table Lead: Marc Calamia, 360i
11:00 AM
11:00 AM ET
Conference Concludes