Committees | Events & Webinars | Digital & Social | ANA

Digital & Social

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NETWORKING BREAKFAST (9:00 – 9:30AM)
INTRODUCTIONS (9:30-9:45AM)


I. RITA'S ITALIAN ICE SOCIAL MEDIA CASE STUDY
(9:45AM-10:30AM)
In this session, Megan Smith, Associate Marketing Manager – Rita's Franchise Company will share the Rita's Italian Ice social media strategy centered around generating buzz and excitement leading up to the first day of Spring. With a very limited media budget, they have incorporated quirky social videos series to help educate fans about their unique menu offerings and executing their annual #RitasFirstDayofSpring Photo Contest. This session will feature their full social media story and how they were able to generate a positive ROI with very little creative and media dollars.

Speaker:
Megan Smith, Associate Marketing Manager – Rita's Franchise Company


II. DELOITTE: ACTIVATING AUTHOR SOCIAL SHARING (10:45-11:30AM)
Deloitte University Press publishes original articles, reports, and periodicals that provide insights for businesses, the public sector, and NGOs. By drawing on research and insights from hundreds of its own professionals and coauthors from academia and business, Deloitte University Press seeks to advance the conversation on a broad spectrum of topics of interest to executives and business leaders. In this session, Turner Roach, US Social Media Marketing Manager – Deloitte Services LP will share how Deloitte activates these authors in promoting their own published content—as well as additional content from the firm—with their own personal social networks. By placing expectations, infrastructure and training in place, Deloitte has tapped into that the individual voice, which can often be much more powerful than the company's voice.

Speaker:
Turner Roach, US Social Media Marketing Manager – Deloitte Services LP


III. LUNCH AND MEMBER ROUNDTABLE DISCUSSION (11:30AM-12:45PM)
In this session, ANA Digital & Social Media Committee members will be asked to share their experiences and perspectives on the following topics:

Sourced Traffic: The ANA recently partnered with White Ops, a security company with experience eradicating ad fraud on an initiative to determine the level of bot fraud occurring across the digital advertising industry. In this study, we found that one of the key areas causing bot fraud is sourced traffic as third-party traffic sourcing resulted in 52 percent bot fraud. In this session, we will ask ANA members to make sure they are aware of this issue and share their perspectives.

Need for Independent Measurement: In a recent ANA committee meeting, there was discussion around the need for independent measurement given that Google, Facebook, and Twitter will only provide their own third party metrics. In addition, members brought up that Google doesn't allow third party tagging and YouTube does not provide the ability to measure ad fraud. Given that Google, Facebook, and Twitter are three major players in the digital ecosystem, some members expressed that it is difficult to measure ROI when clients have to look at separate data sources. In this session, we will ask ANA Digital & Social Media Committee members to shed some additional light on this issue and provide their perspective.

Facilitators:
Michael Donnelly, SVP, Group Head Global Digital Marketing – MasterCard Worldwide and ANA Digital & Social Committee Chair
Bill Duggan, EVP – ANA
Marni Gordon, SVP – ANA


IV. BRIGHTLINE: ADVERTISING INNOVATIONS IN CONNECTED TV (12:45-1:30PM)
Interactive TV advertising has already been proven effective at reaching true brand audiences and firing on core objectives, but what does the inclusion of TV connectivity bring to the table? This new elixir is proving to be the change that television has been waiting for. Finally joining digital with television, marketers are now able to give consumers the immersive experiences they want at the scale marketers need. Imagine what you could do with the ease of a turnkey, connected TV experience. Discover the innovations and exploration taking place in the new TV arena and find out how you could win the living room.

Speaker:
Rob Aksman, Co-Founder and Chief Experience Officer – BrightLine


V. PROTECTING YOUR BRAND IN THE DIGITAL SUPPLY CHAIN (1:30-1:45PM)
The ANA is proud to be a supporter of the Trustworthy Accountability Group (TAG) an advertising industry initiative focused on eliminating fraudulent traffic, combating malware, fighting ad-supported Internet piracy to promote brand integrity, and promoting brand safety through greater transparency. In this session, Mike Zaneis, EVP of Public Policy – IAB and Interim CEO of TAG will provide an overview and mission of the Trustworthy Accountability Group (TAG) along with plans and next steps.

Speaker:
Mike Zaneis, EVP of Public Policy – IAB and Interim CEO of TAG


VI. VERIZON LOCALIZED SOCIAL CASE STUDY (1:45-2:30PM)
In this session, Rick Haring, Director, Digital Engagement – Verizon will share how Verizon took a decidedly local approach to a national event with a social program designed to win the hearts and minds of local customers. Starting with a simple social insight he'll discuss the strategy, execution and results of this campaign that took local Austinites by storm.

Speaker:

Rick Haring, Director, Digital Engagement – Verizon