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NETWORKING BREAKFAST (9:00 – 9:30AM)
INTRODUCTIONS (9:30 – 9:45AM)
I. ANA/WHITE OPS BOT FRAUD TEST RESULTS (9:45-10:45AM)
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 Media Leadership Committee members will get a first look at the results of this very important industry research.
Michael Tiffany, Chief Executive Officer – White Ops
II. PEARLE VISION: PROGRAMMATIC CASE STUDY (11:00-11:45AM)
As advertising automation and programmatic expand beyond display to mobile and video, there are multiple benefits including advertising effectiveness, efficiency, and better insights. In this session, we will hear from Doug Zarkin, Chief Marketing Officer – Pearle Vision and Michael Mamarella East Region Managing Director – Accuen (Omnicom Media) and learn how programmatic fits into their overall marketing objectives, their company's approach to planning and executing programmatic trading, and how they work together with Accuen, their agency trading desk.
Doug Zarkin, Chief Marketing Officer – Pearle Vision
Michael Mamarella, East Region Managing Director – Accuen (Omnicom Media)
III. ANA MEDIA TRANSPARENCY TASK FORCE UPDATE (11:45AM-12:15PM)
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. Following a discussion at the June meeting of the ANA Media Leadership Committee, it was agreed to assemble a task force to dive deeper into media transparency issues. In this session, we will share our progress to date on this important industry leadership initiative.
Bill Duggan, Group Executive Vice President – ANA
LUNCH (12:15 – 12:45PM)
IV. A&E NETWORKS: THE IMPACT OF EMOTIONS ON ADVERTISING (12:45PM-1:45PM)
Marcela Tabares, Senior Vice President, Strategic Insights – A+E Networks, will present learnings from a new research study that examines how the relationship between the emotional profiles of programs and ads impact ad receptivity. This innovative study is based on Magid's EmotionalDNA™, a new viewer-derived portrait of primetime television that defines the emotional tonality of 785 prime time shows based on a survey of 15,000 people - an approach adapted to a parallel survey of 100 ads for this initiative. The study is intended to inform discussion about the effect of the emotional context on advertising and how different emotional dimensions impact measures of Ad Receptivity – does matching the emotional tonality of programs and ads matter? Do some emotions matter more than others? And to what extent does program affinity matter?
Marcela Tabares, Senior Vice President, Strategic Insights – A+E Networks
V. PROTECTING YOUR BRAND IN THE DIGITAL SUPPLY CHAIN (1:45PM-2:30PM)
In this session, John Montgomery, Chief Operating Officer, North America – GroupM Interaction and Chair – 4A's Media Leadership Council will open up the discussion with ANA Media Leadership Committee members and provide the agency perspective on ways to protect your brand in the digital supply chain. Issues to be covered include fraud, viewability, privacy, piracy, and verification.
John Montgomery, Chief Operating Officer, North America – GroupM Interaction and Chair – 4A's Media Leadership Council