Digital & Social

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


I. QUANTCAST ON VIDEO VIEWABILITY: IF A VIDEO PLAYS IN A FOREST, BUT ISN'T SEEN...DID IT REALLY PLAY? (9:45 – 10:30AM)
Digital and traditional TV buyers are increasingly flocking to digital video, and with good reason: It's proven to be effective at driving awareness, engagement and impact. However, the manners in which many buyers are measuring the effectiveness of video campaigns, is incomplete, if not flawed. In this piece, we explore manners in which to reap maximum value from digital video advertising.

Speaker:
Chinmayi Bettadapur, Lead Product Manager, Brand Solutions – Quantcast


II. WEIGHT WATCHERS INFLUENCER CASE STUDY (10:40-11:25AM)
In this session, Lauren Salazar, Director of Social Media at Weight Watchers will share the innovative work they are doing with influencers on Instagram to foster engagement among users and build a supportive and open community of dedicated clients and new customers.

Speaker:
Lauren Salazar, Director of Social Media – Weight Watchers


III. PEPPERIDGE FARM DIGITAL & SOCIAL CASE STUDY (11:35AM – 12:15PM)
In this session, Anna Ritchie, Social Digital Manager, Integrated Marketing at Pepperidge Farm will share digital best practices and the pioneering work they are doing in digital and social space.

Speaker:
Anna Ritchie, Social Digital Manager, Integrated Marketing – Pepperidge Farm


LUNCH (12:15 – 12:50PM)


IV. MEDIA TRANSPARENCY UPDATE - CONSIDERATIONS FOR DIGITAL MARKETING (12:50 – 1:40PM)
ANA recently issued its much-anticipated reports on media transparency. In June the "investigative" report from K2 Intelligence revealed that non-transparent business practices were found to be pervasive in a sample of the U.S. media ad-buying ecosystem. In July the follow-up report from ANA and Ebiquity/FirmDecisions offered recommendations to address transparency issues for advertisers and the industry overall. The increasing complexity of the media buying landscape is contributing to the proliferation of non-transparent business practices and digital media in particular (i.e., programmatic buying and other activity from agency trading desks) is an enabler of such behavior. This session will provide a "cliff notes" summary of both reports, with an emphasis on suggested action steps for advertisers.

Speaker:
Bill Duggan, Group Executive Vice President– ANA


V. AIG LEVERAGES LASER-TARGETED MESSAGING TO SUPERCHARGE CUSTOMER CONNECTION (1:50PM – 2:30PM)
In this session, Cara Tabatchnick, Global Digital Strategy Director, AIG, will show how her company's always-on approach to content marketing uses targeted messages to break through the clutter and reach the target market: insurance decision-makers. Tabatchnick will discuss how AIG partnered with LinkedIn to educate its target market, change negative perceptions, demonstrate thought leadership and establish an ongoing dialogue.

Speaker:
Cara Tabatchnick, Global Digital Strategy Director – AIG