Media Leadership

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


I. FERRERO: SOCIAL MEDIA CASE STUDY (10:00-10:40AM)
Ferrero is an Italian manufacturer of branded chocolate and confectionery products is the third biggest chocolate producer and confectionary company in the world and is the famous producer of the Nutella brand. In this session, Jason Adamski, North American Consumer Connections Lead at Ferrero, Inc. along with Nikhil Sethi, Co-Founder of Adaptly, will share a social media case study on the great work they are doing across Facebook, Instagram, Snapchat, and more.

Speaker:
Jason Adamski, North American Consumer Connections Lead – Ferrero, Inc.
Nikhil Sethi
, Co-Founder – Adaptly


II. PRUDENTIAL: MEDIA TRENDS AROUND CONTENT MARKETING (10:50 – 11:30AM)
Prudential has launched many successful campaigns over the years including the recent "4.01k Race to Retirement" to encourage participants to save an additional 1% towards their retirement. Many of the campaigns have incorporated a strong tie between media and content marketing spanning across traditional earned media and paid digital advertising. In this session, Anna Papadopoulos, VP, Integrated Media Services at Prudential Financial will share some best practices and meda trends in content marketing based on the successful work they have done recently.

Speaker:
Anna Papadopoulos, VP, Integrated Media Services – Prudential Financial


III. PROGRAMMATIC – SEEING THROUGH THE FINANCIAL FOG (11:40 – 12:15PM)
With the rapid adoption of programmatic media, the supply chain has quickly become complicated — agencies, trading desks, demand-side platforms, supply-side platforms, data management platforms, exchanges, publishers — and to many, the result is a financial "fog." ANA, ACA (Association of Canadian Advertisers), AD/FIN Solutions, and Ebiquity PLC commissioned a study to investigate the costs and economics of the programmatic ecosystem and explore the lack of transactional transparency in many programmatic buys. This was reported by multiple advertisers and highlighted in last year's K2 Intelligence study on media transparency in the U.S. advertising industry. In this session, we will reveal key findings from this programmatic study and provide action steps for marketers.

Speaker:
Andrew Altersohn, Chief Executive Officer – AD/FIN Solutions


LUNCH (12:15-12:45PM)


III. #INSPIREDBYDATA: CONNECTING THE DOTS BETWEEN DATA & CREATIVE (12:45-1:25PM)
Data + Media + Creative is the new formula for personal and memorable marketing. However, connecting the dots between data and creative can be a challenge. During this session Peter Crofut, Chief Platforms Evangelist, at Google will highlight the different ways you can create breakthrough campaigns that are #InspiredByData. Throughout the session, he will share success stories and best practices for leveraging data to drive creative excellence.

Speaker:
Peter Crofut, Chief Platforms Evangelist – Google


IV. 2017 BOT BASELINE KEY FINDINGS: FRAUD IN DIGITAL ADVERTISING (1:25 – 2:00PM)
For the third year in a row, ANA partnered with White Ops to measure bot fraud (i.e., non-human traffic). Forty-nine ANA members deployed White Ops detection tags on their digital advertising; all participants received proprietary information specific to their buys while the aggregate data is reported to the industry. Results show that fraud is especially high in programmatic advertising and sourced traffic. The 2017 Bot Baseline report encourages advertisers to take an active role in the fight against fraud and offers a number of proactive ideas to help.

Speaker:
Michael Tiffany, CEO – White Ops


V. MEMBER ROUNDTABLE DISCUSSION (2:00 – 2:30PM)
In this session, Jennifer Gardner, Senior Director Media, North America – Unilever and Rex Conklin, ANA Media Leadership Committee Co-Chair will lead a member roundtable discussion.

Facilitators:
Jennifer Gardner, Senior Director Media, North America – Unilever and ANA Media Leadership Committee Co-Chair
Rex Conklin, ANA Media Leadership Committee Co-Chair