Advertising Financial Management, West Coast Chapter
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Meeting notes are available to current, logged in Members only.
NETWORKING BREAKFAST (9:00 – 9:45AM)
INTRODUCTIONS (9:45 – 10:00AM)
I. MICROSOFT CORPORATION: DRIVING TRUE PARTNERSHIP AND VALUE BETWEEN MARKETING AND PROCUREMENT (10:00-11:00AM)
Melissa Sassi, Senior Marketing Sourcing Manager – Microsoft Corporation will share the marketing IQ required to drive true partnership and value between marketing and marketing procurement.
Melissa Sassi, Senior Marketing Sourcing Manager – Microsoft Corporation
II. MICROSOFT DEVICES: CONNECTING GLOBAL KPI METRICS TO STRUCTURED SOCIAL PBR (11:15AM-12:15PM)
In this session, the Microsoft Devices Marketing team will lead an interactive discussion with their social media agency, Republic Publishing on how they tie global KPIs to a structured social media PBR.
Leah Walker, Social Media and Advocacy Manager – Microsoft Mobile Devices Marketing, North America
Jeppe Christensen, VP of Account Management – Republic Publishing
LUNCH (12:15 – 1:00PM)
III. ANA/WHITE OPS BOT FRAUD TEST RESULTS (1:00PM-2:00PM)
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 West Coast Advertising Financial Management Committee members will get a first look at the results of this very important industry research.
Michael Tiffany, Chief Executive Officer – White Ops
IV. MEMBER ROUNDTABLE DISCUSSION (2:00 – 2:30PM)
In this session, we will open up the discussion to talk about issues that ANA Advertising Financial Management Committee, West Coast Chapter members are facing and build upon those topics to explore in future meetings.
Ronald Jensen, Director, Financial Synergies – Toyota Motor Sales U.S.A., Inc.