TV & Video
|Begins:||Wednesday, October 5, 2011 at 9:00am|
|Ends:||Wednesday, October 5, 2011 at 2:30pm|
770 Broadway (East 9th St Btwn Broadway & 4th Ave)
New York, NY
Meeting notes are available to current, logged in Members only.
Networking Breakfast - 9:00am - 9:45am
Welcome and Introductions - 9:45am - 10:00am
I. BEYOND REACH: REDEFINING ONLINE ADVERTISING WASTE AND REVEALING ITS VALUE (10:00-11:00am)
Today we are able to look at campaign exposure and brand impact separately. However, the key to defining a successful online ad campaign requires an integrated understanding of reach and measurement and how the brand resonated with that particular audience. This session works to determine the value of "waste" and how it factors into success calculations to move the conversation beyond impressions and click-throughs as default metrics. Advertisers, marketers, planners, and product managers will gain insights that will lead to improved spend justification and brand return on investment.
Charles Buchwalter, Senior Vice President, Nielsen Online Campaign Ratings - Nielsen
Jon Gibs, Senior Vice President, Analytics and Insight - Nielsen
Jeffrey Holecko, Media Manager North America - Kimberly Clark
II. WALGREENS: BEST PRACTICES ON BRANDED ENTERTAINMENT AND NETWORK RADIO (11:15-12:15pm)
Christine Kubisztal, Manager, Media Strategy and Services - Walgreen Company will discuss their best practices on using branded entertainment and how they measure the effectiveness of product integration. Walgreen's will also share their best practices in network radio, how it is integrated within their overall media mix, and facilitate a discussion on the lack of industry measurement in this area.
Christine Kubisztal, Manager, Media Strategy and Services - Walgreen Company
III. BRANDED ENTERTAINMENT NEEDS BETTER MEASUREMENT (1:00-2:00pm)
ANA recently completed a member survey on branded entertainment. Branded entertainment (also referred to as product integration or branded content) integrates a brand with an entertainment property (i.e., TV program, movie, video game, music and more), usually for a fee, to create an association between the brand and property. Such an association usually integrates the brand into the entertainment content in a much deeper way than simple product placement. In this session, we will reveal topline findings from the ANA survey and facilitate a member roundtable discussion around key issues - especially around how to fill the large gap in providing ROI metrics.
Jacinta Girmscheid, Market Research Manager - ANA
IV. OTHER ISSUES (2:00-2:30pm)
We will provide an update on the ANA 2012 TV & Everything Video Forum, solicit ideas for future meetings and open the floor for any other areas of discussion.