Advertising Financial Management
|Begins:||Tuesday, November 18, 2014 at 9:00am|
|Ends:||Tuesday, November 18, 2014 at 2:00pm|
708 Third Avenue (between 44th and 45th Streets)
New York, NY 10017
Meeting notes are available to current, logged in Members only.
NETWORKING BREAKFAST (9:00 – 9:45AM)
INTRODUCTIONS (9:45 – 10:00AM)
I. IBM: BEST PRACTICES ON ENHANCING THE MARKETING AND PROCUREMENT RELATIONSHIP (10:00 – 11:00AM)
Rich Giuliani's role at IBM is to manage IBM's external customers' Marketing Communications Procurement spend. Rich is responsible for the design of agency models to his customers' suppliers, quantifying and managing savings and working with his client's procurement team to embrace a new strategy. In this session, Rich Giuliani, Category Manager, GPS Procurement Services – Marketing Communications – IBM will discuss his unique procurement role and share best practices for marketing and procurement to work even better together.
Rich Giuliani, Category Manager, GPS Procurement Services – Marketing Communications – IBM
II. ANA/WHITE OPS BOT FRAUD TEST RESULTS (11:15AM – 12:15PM)
There are estimates that 25-50% 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 has partnered with White Ops on research with the objectives of determining the level of bot fraud occurring across the digital advertising of leading national advertisers, providing actionable data which advertisers can use to assess and reduce/eliminate bot fraud in future campaigns, and creating a credible and repeatable national benchmark for fraud levels. There were more than 30 ANA member companies who participated in this initiative. In this session, ANA Media Leadership Committee members will get a first look at the results of this very important industry research.
Michael Tiffany, Chief Executive Officer – White Ops
LUNCH (12:15 – 1:00PM)
III. MEMBER ROUNDTABLE DISCUSSION (1:00 – 2:00PM)
In this session, we will open up the discussion to talk about issues that ANA Advertising Financial Management Committee members are facing and build upon those topics to explore in future meetings.
Marni Gordon, Vice President – ANA