Programmatic Day: Media Leadership, West Coast Chapter
This event is over.
NETWORKING BREAKFAST (9:00 – 9:45AM)
WELCOME/INTRODUCTIONS (9:45 – 10:00AM)
I. ELECTRONIC ARTS: THE ART AND SCIENCE OF MEDIA BUYING (10:00 – 10:45AM)
Electronic Arts, also known as EA Games, is a developer, marketer, publisher, and distributor of video games. Recently, the company brought their programmatic buying capabilities in-house while continuing to work closely with their agencies on "above the line" media. In this session, hear from the global director of media activation for EA on the challenges and opportunities of programmatic media that's run by an in-house team within a larger marketing organization and how this model requires a combination of the "art and science" of media today.
Belinda J. Smith, Director, Global Media Activation – Electronic Arts, Inc.
II. ALIGN TECHNOLOGY: PROGRAMMATIC CASE STUDY (11:00 -11:45AM)
Align Technology is a global medical device company with industry-leading innovative products such as Invisalign clear aligners, iTero Intraoral scanners, and OrthoCAD digital services that help dental professionals achieve the clinical results they expect and deliver effective, cutting-edge dental options to their patients. In this session, we will hear from Kamal Bhandal, Director of Marketing, Invisalign Brand at Align Technology on their programmatic journey to minimize digital advertising operating costs and maximize ad effectiveness.
Kamal Bhandal, Director of Marketing, Invisalign Brand – Align Technology
LUNCH 11:45AM – 12:45PM
III. ANA MEMBER PROGRAMMATIC "SNACK PACK" SESSION (12:45 – 1:30PM)
This session will include a series of short presentations (10-15 minutes each) from ANA committee members sharing how they manage (and who is responsible for) programmatic media and advertising, agency relationships, and measurement.
The "mini-presentations" may cover the following topics:
- Sourcing programmatic talent
- Mini case studies on how to work with outside agency partners around programmatic
- Programmatic to reach multicultural audiences
- Use of first- and third-party data
- Cost of data and the systems you need to support it
Radhika Marini, Sr. Programmatic Strategist – Intel
Tom Peyton, AVP, Marketing Operations – American Honda Motor Co., Inc.
Anjalee Vasvani, Manager, Programmatic – Williams-Sonoma, Inc.
IV. ANA ROUNDTABLE DISCUSSION: PROGRAMMATIC ADVERTISING (1:30 – 2:00PM)
So many important issues and so little time! In this ANA member roundtable, we will ask the committee members to share their thoughts on programmatic initiatives and other relevant media issues including:
- Media Transparency
- Native Advertising
- Data / Media Attribution
- Global Media Management
- Media Agency Management
- Branded Content
Michael Kelly, Senior Influencer Program and Social Media Manager - Plantronics, Inc. and ANA Media Leadership, West Coast Committee Chair
Molly Knol, Senior Manager, Committees and Conferences – ANA
V. TOUR OF ELECTRONIC ARTS, INC. (2:00 – 2:30PM)
At the end of this committee meeting, Electronic Arts Inc. will provide a behind the scenes tour of their