Advertising Financial Management
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Theme: Media Day
The only constant in the media industry is change. Programmatic media buying, transparency, measurement, taking media services in-house, and the role of agencies are some of the timely issues that marketing and procurement professionals need to master in this ever-changing landscape. At Media Day, we will share best practices, key learnings, and discuss the cutting-edge media topics that affect procurement and marketers.
NETWORKING BREAKFAST (9:00 – 9:45AM)
INTRODUCTIONS (9:45 – 10:00AM)
I. AN INSIDE LOOK AT THE STATE OF PROGRAMMATIC MEDIA (10:00-11:00AM)
Programmatic media buying, once dismissed by many marketers as "not for me," is increasingly becoming a critical component in leading brands' paid digital media efforts. In this session, you will hear a brief history lesson on the rise of programmatic, take a look at the current state of programmatic across display, video, paid social and media and learn what critical questions marketers need to be asking their agencies and vendors. This session will also include a member roundtable discussion to provide an opportunity to share best practices and key issues.
Joanna O'Connell, Director of Research – AdExchanger
II. FORD MOTOR COMPANY: MANAGING BIG DATA/DIGITAL DASHBOARDS (11:15AM-12:15PM)
Learn how Ford manages big data and builds their digital dashboards. ANA Advertising Financial Management committee members will also share best practices including measurement and how to simplify big data to sell in ideas to the C-Suite.
Michael Macri, Marketing Science Manager – Ford Motor Company
LUNCH (12:15 – 12:45PM)
III. THE ROLE OF MEDIA PROCUREMENT (12:45-1:45PM)
In this session, Katherine Freeley, Senior Sourcing Manager – Colgate-Palmolive, Chris Baker, Senior Director, Corporate Purchasing – Heineken USA, Inc., and Sal Vitale, Category Lead, Media Procurement – Johnson & Johnson, will discuss their unique roles in media procurement and how they work together with their fellow sourcing professionals and their marketing groups. This session will also include a member roundtable discussion to provide an opportunity to share best practices and key issues.
Chris Baker, Senior Director, Corporate Purchasing – Heineken USA, Inc.
Katherine Freeley, Senior Sourcing Manager – Colgate-Palmolive
Sal Vitale, Category Lead, Media Procurement – Johnson & Johnson
IV. BOT FRAUD – HOW SHOULD ADVERTISERS COMBAT THIS ISSUE? (1:45-2:30PM)
There are estimates that 25+% of money spent on digital advertising is wasted and much of that is "bot fraud" – sites with phony traffic that collect payments from advertisers through the middlemen who aggregate space across many sites and resell the space for web publishers. Bot fraud affects display, video, and mobile advertising. ANA is in discussions with an outside company to conduct a test among ANA members to (a) identify/benchmark the percentage of bot fraud for each participant and (b) provide recommendations / best practices for advertisers to consider going forward. In this open discussion we would like to hear from participants how, if at all, they are currently dealing with bot fraud and also get reaction on the proposed test among ANA members.
Bill Duggan, Group Executive Vice President – ANA