Midwest Digital & Social
|Begins:||Tuesday, December 9, 2014 at 8:30am|
|Ends:||Tuesday, December 9, 2014 at 2:00pm|
|Location:||William Blair & Company
222 West Adams Street
Chicago, IL 60606
NETWORKING BREAKFAST (8:30-9:00AM)
I. ANA/WHITE OPS BOT FRAUD TEST RESULTS (9:15-10:00AM)
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 Midwest Digital & Social Media Committee members will get a first look at the results of this very important industry research.
Michael Tiffany, Chief Executive Officer – White Ops
II. CREATING A DIGITAL ECOSYSTEM (10:15-11:00AM)
Jack Thurston, William Blair's director of digital marketing, will discuss how the firm is building a digital ecosystem through marketing automation, CRM, social media, and the Web to create a holistic client experience across their digital properties. Learn how they're building a strategy to allow for better integration of e-mail and content marketing, social media, and Web activity through the use of technology, analytics, and segmentation.
Jack Thurston, Director of Digital Marketing – William Blair & Company
III. MIKE'S HARD LEMONADE DIGITAL STRATEGY (11:00-11:45AM)
The flavored-malt-beverage category is growing again thanks to demand from flavor-seeking millennial drinkers. This has led to Mike's Hard Lemonade making significant changes, including moving off TV to an all-digital approach. In this session, Sanjiv Gajiwala, Director, Marketing at Mike's Hard Lemonade will share the company's new marketing strategy.
Sanjiv Gajiwala, Director, Marketing – Mike's Hard Lemonade
IV. LUNCH AND MEMBER ROUNDTABLE DISCUSSION (12:00-1:00PM)
We will open up the discussion to talk about issues that ANA Midwest Digital & Social Committee members are facing and build upon those topics to explore in future meetings.
Stevie Benjamin, Senior Director, Digital & Media – MillerCoors LLC and ANA Midwest Digital & Social Committee Chair
Shannon Scanlin, Associate Manager, Committees – ANA
V. MOBILE ENGAGEMENT: STRATEGY OR TACTIC? (1:00-2:00PM)
Earlier in 2014, online traffic to Time Inc. sites crossed a new threshold: one half of its nearly 100 million unique visitors came from mobile devices. Today that figure is closer to 60% and rising. As one the largest publishers of digital content, Time Inc. had to rapidly adapt to a cross-screen ecosystem, investing significant resources into understanding consumer behavior and constantly evolving its digital products to optimize the consumer experience and maximize advertiser ROI.
In this session, you will learn insights from Time Inc.'s Adam Solomon, VP of Advertising Products, on how one multi-title, multiplatform publisher has integrated mobile strategy into its overall content strategy. Adam will also discuss how they've been able to deliver creative solutions to marketers through rigorous quantitative analysis, aggressive responsive design initiatives, and innovative cross-screen consumer engagement tools.
Adam Solomon, VP Advertising Products – Time Inc.
Webinar information is provided to logged in Members only.