Midwest Digital & Social

NETWORKING BREAKFAST (9:00 – 9:45AM)
INTRODUCTIONS (9:45 – 10:00AM)


I. UNITED CASE STUDY:  CAPITALIZING ON THE SOCHI OLYMPICS WITH DIGITAL CONTENT MARKETING (10:00-11:00AM)
United, proud to fly Team USA partner, leveraged the production of their Olympics themed TV spot, relationships with sponsored Olympic athletes, alongside strategic media partners to create and co-create over 20 unique video assets to deepen the connection between Team USA, our core audience and the brand.  These assets were distributed in United owned channels, paid digital media channels, as well as syndicated across partner properties.  Through integrated efforts, United was able to deliver a campaign that shined against work from bigger spenders and shift the landscape of how they are perceived versus competitors.

Speaker:
Ryan Bujeker, Senior Manager, Digital Marketing Communications – United


II. INCREASING ROI WITH PROGRAMMATIC (11:15AM-12:00PM)
Programmatic, data-driven media buying is transforming digital advertising and has the potential to substantially increase ROI for advertisers.  However, as practiced today, many marketers find that programmatic is largely failing to live up to its potential.  In this session, Michael Greene, Director of Research – Audience Science will discuss why limited transparency and uncertain data ownership are hampering advertisers' ability to succeed with programmatic and how advertisers can best work to take back control.

Speaker:
Michael Greene, Director of Research – Audience Science


LUNCH (12:00-12:45PM)


III. ANA MEMBER ROUNDTABLE DISCUSSION:  NATIVE ADVERTISING (12:45-1:30PM)
Native advertising, according to Wikipedia, is an advertising method in which the advertiser attempts to gain attention by providing content in the context of the user's experience.  Native ad formats match both the form and function of the user experience in which they are placed.  The advertiser's intent is to make the paid advertising feel less intrusive and thus increase the likelihood users will engage with it.

In this session, ANA Midwest Digital & Social Committee members will will be share experiences and perspectives on native advertising including:

• How / if marketers structure internally to manage native advertising
• Outside resources used to develop native advertising, e.g., media agency, creative agency, PR agency, other
• Doing native advertising programmatically
• Amplifying native advertising via social media
• How marketers are disclosing native ads (to avoid trouble with government/consumer groups)
• Whether tweets that provide a link to native advertising need disclosures, e.g., #sponsored

Facilitators:
Meghan Medlock, Director, Committees – ANA
Stevie Benjamin, Senior Director, Digital & Media – MillerCoors LLC and ANA Midwest Digital & Social Committee Chair


IV. TOUR OF THE UNITED OPERATIONS CENTER (1:30-2:30PM)
Attendees will be treated to a tour of the Operations Center at the United Airlines offices!