Media Leadership

Networking Breakfast - 9:00am - 9:45am
Welcome and Introductions - 9:45am - 10:00am

I. MAKING MEASUREMENT MAKE SENSE (3MS) (10:00-11:00am)
The Cross Platform Measurement initiative, Making Measurement Make Sense (3MS) was launched in March 2011 by the ANA, IAB and the 4A's in order to develop digital metrics and advertising currency that facilitate the cross-platform measurement and evaluation of media. The lack of consistent approach to measuring and assessing the effects of digital media has resulted in a cacophony of competing and contradictory measurement systems, contributing to a complex and costly supply chain for the industry. From the marketer's perspective 3MS will:

Improve the ability to demonstrate the effectiveness of overall marketing efforts; Provide increased proof of value to support cross-platform spends; Enhance understanding of ad performance leading to increased impact with fewer dollars; Potentially allow hard dollar savings to be redeployed to higher-impact activities; Frees up internal and agency resources that no longer need to interpret digital ad performance.

The first phase of the Making Measurement Make Sense (3MS) initiative is complete, and has yielded a five-part digital marketing measurement framework.  In this session, John Frelinghuysen, Partner – Bain & Company will provide an update on this very important industry initiative.

Speaker:
John Frelinghuysen, Partner – Bain & Company


II. ADVERTISING AGE:  CES DELIVERED (11:15-12:15pm)
Advertising Age will share an overview of the top trends, technologies and takeaways from CES.  This recap will be coupled with inspiration and insights into ways brands can utilize the most cutting edge products to communicate with and engage their customers.

Speakers:
Kunur Patel, Reporter – Advertising Age
Lisa Scotto, Director, Strategic Partnerships and Insights – Advertising Age


III. MEMBER ROUNDTABLE DISCUSSION:  WHAT KEEPS YOU UP AT NIGHT? (12:30-1:00pm)
ANA member roundtable discussions are great ways to share experiences and perspectives on specific topics, while learning from your peers from other companies.  In this session, ANA Media Leadership Committee Members will be asked to share what issues "keep them up at night" and share best practices to help their peers.  We will also ask for input on topic ideas for future meetings and thoughts on industry initiatives this committee can own in 2012.

Facilitator:
Mark Kaline, Global Director-Media, Licensing & Consumer Services - Kimberly-Clark Corporation and ANA Media Leadership Committee Co-Chair
Colleen Millway, Global Media Director - Campbell Soup Company and ANA Media Leadership Committee Co-Chair


IV. TRANSPARENCY IN VOD USAGE REPORTING (1:00-1:15pm)
In the average month 41 million watch video-on-demand (VOD) and viewership has grown by 13% from 2011 to 2010.  Right now, VOD enabled homes are watching 8 hours of VOD programming a month which includes paid for content.  However, 6 hours (74%) of the total 8 hours of VOD content viewed is actually free (i.e. from off the broadcast and cable networks as well as original programming).  This represents a gold mine of potential ad inventory that if made fully available, could help temper CPP inflation in TV by increasing supply.   However, current contract restrictions imposed by the VOD industry prohibit research companies from reporting on VOD to advertisers and their agencies.

Sue Rynn, V.P. Product Management On Demand – RENTRAK would like make committee members aware of this issue.  In addition, RENTRAK will also determine if there is interest among committee members in taking an industry position on creating a transparent VOD ad marketplace by publicly asking MSOs and content providers to allow research companies to report on VOD usage.

Speaker:
Sue Rynn, V.P. Product Management On Demand, RENTRAK


V. CIMM:  UPDATE ON KEY INITIATIVES (1:30-2:30pm)
Jane Clarke, Managing Director – CIMM will provide key highlights from the first-ever Cross-Platform Video Measurement Summit-a joint event from ANA, 4A's, ARF, and CIMM (Coalition for Innovative Media Measurement) held on February 15th.  The event examined the industry's cross-platform challenges, highlight areas of innovation and hear dynamic discussions with leading media industry executives as they debate solutions to key cross-platform measurement issues.

Speaker:
Jane Clarke, Managing Director – CIMM