Media Leadership, West Coast Chapter
|Begins:||Thursday, November 20, 2014 at 9:00am|
|Ends:||Thursday, November 20, 2014 at 3:30pm|
|Location:||Hosted By Warner Bros.
3400 Riverside Drive - Building 160
2nd Fl., Rm. 2234 & 2238 Knowledge Center
Burbank, CA 91522
Meeting notes are available to current, logged in Members only.
NETWORKING BREAKFAST (9:00 – 9:45AM)
WELCOME/INTRODUCTIONS (9:45 – 10:00AM)
I. WARNER BROS. ENTERTAINMENT, INC. MEDIA CASE STUDY: AD VERIFICATION (10:00-11:00AM)
Ad verification is a service that offers technology to ensure that ads appear on intended sites and reach the targeted audience. In this session, Sebastien Slek, Executive Director Procurement Global Marketing & Indirect – Warner Bros. Entertainment, Inc. will share a case on how they utilize ad verification practices for their media buys.
Sebastien Slek, Executive Director Procurement Global Marketing & Indirect – Warner Bros. Entertainment, Inc.
II. ANA/WHITE OPS BOT FRAUD TEST RESULTS (11:15AM-12:15PM)
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 Media Leadership, West Coast Chapter Committee members will get a first look at the results of this very important industry research.
Michael Tiffany, Chief Executive Officer – White Ops
III. ACTIVISON & UBER: MOBILE MARKETING CASE STUDY (1:00-1:45PM)
In this session, Danielle Wolfson, Senior Manager, Digital Marketing – Activision, will share a groundbreaking mobile marketing case study in partnership with Uber. This session will focus on key media insights that drove this activation, data & measurement, branded content, and agency integration.
Danielle Wolfson, Senior Manager, Digital Marketing – Activision
IV. MEMBER ROUNDTABLE DISCUSSION: TOP MEDIA ISSUES (1:45-2:45PM)
So many important issues and so little time! In this ANA member roundtable, we will ask the Committee to share their thoughts on the following media issues and discuss topics that can brought to the Committee as we plan our content for 2015. Key topics will include:
1. Programmatic / Agency Trading Desks
2. Native Advertising
4. Data / Media Attribution
5. Global Media Management
6. Media Agency Management
7. Branded Content
Michael Kelly, Senior Media & Consumer Communications Manager – American Licorice Company and ANA Media Leadership, West Coast Committee Chair
Meghan Medlock, Director – ANA
V. VIP TOUR OF WARNER BROS. STUDIOS (2:45-3:30PM)
Join us for an exclusive tour of the Warner Bros. Studios! This tour will offer an intimate glimpse behind the scenes at Warner Bros. Studios and how they created some of the most memorable moments in film and television history.