Start: Thursday, June 1, 2017 at 9:00am
End: Thursday, June 1, 2017 at 2:30pm
708 Third Avenue (between 44th and 45th Streets)
New York, NY 10017
|ANA||Associate Gold||Associate Silver||Associate Individual||Non Member|
|Attend In-Person||ANA $0||Associate Gold N/A||Associate Silver N/A||Associate Individual N/A||Non Member N/A|
|Attend via Webinar||ANA $0||Associate Gold N/A||Associate Silver N/A||Associate Individual N/A||Non Member N/A|
|Will Not Attend||ANA $0||Associate Gold N/A||Associate Silver N/A||Associate Individual N/A||Non Member N/A|
BREAKFAST (9:00 – 9:45AM)
INTRODUCTIONS (9:45 – 10:00AM)
I. PROGRAMMATIC – SEEING THROUGH THE FINANCIAL FOG (10:00 – 10:45AM)
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 "black box." 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 as 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.
Andrew Altersohn, Chief Executive Officer – AD/FIN Solutions
II. PRUDENTIAL: RACE FOR RETIREMENT MEDIA CASE STUDY (11:00 – 11:45M)
Prudential launched a national ad campaign featuring a "4.01k Race to Retirement" to encourage participants to save an additional 1% towards their retirement. The campaign spanned across traditional earned media and paid digital advertising. In this session, we will hear from Anna Papadopoulos, VP, Integrated Media Services at Prudential Financial about the campaign roll-out, the race-day engagement and digital extensions and ultimately, the results of this new initiative.
Anna Papadopoulos, VP, Integrated Media Services – Prudential Financial
LUNCH (11:45 – 12:30PM)
III. #INSPIREDBYDATA: CONNECTING THE DOTS BETWEEN DATA & CREATIVE (12:30 – 1:15PM)
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, 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.
Peter Crofut, Chief Platforms Evangelist – Google
IV. 2017 BOT BASELINE KEY FINDINGS: FRAUD IN DIGITAL ADVERTISING (1:15 – 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.
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.
Jennifer Gardner, Senior Director Media, North America – Unilever and ANA Media Leadership Committee Co-Chair
Rex Conklin, ANA Media Leadership Committee Co-Chair
Webinar information, if available, will be provided to registrants only.