Committees | Events & Webinars | Media Leadership | ANA

Media Leadership

This event is over.


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


I. MERCEDES-BENZ: PROGRAMMATIC CASE STUDY (10:00-11:00AM)
In this session, Scott Martino, Marketing Analytics Lead and Michelle Wirth, Department Manager, Marketing Communications – Mercedes-Benz USA, LLC will share how programmatic fits into their overall marketing objectives, their company's approach to planning and executing programmatic trading, and early learnings from their initial programmatic push.

Speakers:
Scott Martino, Marketing Analytics Lead – Mercedes-Benz USA, LLC
Michelle Wirth, Department Manager, Marketing Communications – Mercedes-Benz USA, LLC


II. MEMBER ROUNDTABLE DISCUSSION: HIGHLIGHTS FROM CES (11:15AM-12:00PM)
In this session, we will share key highlights and trends from CES. In addition, we will open up the discussion for ANA Media Leadership Committee members to share what they have seen/heard at CES and discuss potential implications for the marketing/media industry.

Facilitators:
Bill Duggan, Group Executive Vice President – ANA
Marni Gordon, Vice President – ANA


III. NATIVE ADVERTISING – HYPE OR HOPE? (12:00-12:30PM)
Native advertising has been one of the hottest and most controversial (thanks to John Oliver!) terms of the year. Native advertising is a method in which the advertiser attempts to gain attention by providing messaging in the context of the user's experience, with the intent of making the paid advertising feel less intrusive and thus increase the likelihood users will engage with it. In this session, Bill Duggan, Group Executive Vice President – ANA will share the topline results of the fall 2014 ANA Native Advertising Survey, fielded to ANA members, which will provide industry benchmarks and insights on budgets, measurement, disclosure, and overall management of native advertising.

Speaker:
Bill Duggan, Group Executive Vice President – ANA


LUNCH (12:30 – 1:00PM)


IV. MEDIA TRANSPARENCY: AN INSIDER'S PERSPECTIVE (1:00-2:30PM)
The advertising industry has a "transparency crisis." There have been increasing concerns about the issue of media and media agency transparency – i.e., media sellers and agencies providing honesty and clarity to marketers on costs, placements, and data. Advertising Age identified media transparency as one of its "Biggest Stories of the Year" and mentions ANA. Full story is here. Following a discussion at the June 2014 meeting of the ANA Media Leadership Committee, it was agreed to assemble a task force to dive deeper into media transparency issues.

This session will provide thoughts from Jon Mandel, who has been engaged by ANA to assist on the task force. Jon is a well-known and well respected media industry insider. His career includes over 30 years at Grey Advertising where he helped build MediaCom into one of the largest media agencies. Jon will share his thoughts on a plan to help further educate advertisers and provide suggested actions that focus on agency transparency, rebates, and programmatic buying. In addition, we will share our progress to date and next steps for the ANA Media Transparency Task Force.

Speaker:
Jon Mandel, Chairman/CEO – Dogsled Enterprises, Inc.