Media Leadership Committee, West Coast Chapter
The Media Leadership Committee, West Coast Chapter is for members with a senior-level role leading integrated media strategy within their organizations. The committee will take a holistic, channel neutral approach to media with a focus on the media types of most interest to members. We will drive industry thought leadership, share best practices and expertise, and facilitate discussion and topics to inform better decision making. The committee will provide a forum for members to elevate themselves and their respective organizations via interaction with their peers (i.e., the media leaders at some of the most important companies in the world!), as well as an outside perspective from invited guests.
Note that this committee was formerly the TV & Video Committee (based in New York) and the Media Committee (based on the West Coast).
This committee helps program the ANA Media Leadership Conference which is planned for March 4-6, 2015 at The Westin Diplomat Resort & Spa in Hollywood, FL.
Committee Chair: Michael Kelly, Media & Consumer Communications Manager, American Licorice Company
- The multi-media marketplace (e.g., supply/demand, inflation)
- Cross-platform programs
- Emerging media opportunities
- Global media issues
- Media agency relationship management
- Media measurement
- Organizational structure for internal media management
- Procurement's role in media buying
Media Buying's Evolution Challenges Marketers
The rise of digital media and the increasing use of new, automated, impression-by-impression platforms for planning, buying, and measuring all forms of media have upended traditional marketing and media buying processes. ANA teamed with Forrester Research to better understand how marketers in charge of important media budgets are coping with this evolution. The research focuses on media transparency, programmatic buying, and metrics.
Optimizing Integrated Multi-Screen Campaigns Survey
This survey was conducted by ANA in partnership with Nielsen. Integrated multi-screen campaigns are defined as campaigns that have the same set of marketing objectives and run during a similar timeframe across two or more screens, including TV, computer, tablet, mobile phone, and digital place-based media. The objectives of this survey included assessing the importance of integrated multi-screen campaigns, evaluating the metrics used to measure their success, examining the attributes that can lead to increased spend on multi-screen campaigns, ascertaining the importance of the different screen types, and determining the ad formats best suited for integrated multi-screen advertising.
Brand-Specific Commercial Ratings-Benefits and Solution Providers
Earlier this year ANA convened the Commercial Ratings Summit, and then a follow-up webinar, to discuss solutions that could help facilitate the availability of brand-specific commercial ratings for television. Those events featured presentations from eight companies: comScore, INVIDI Technologies, Kantar Media, Nielsen, PrecisionDemand, Rentrak, Simulmedia, and TRA. ANA released a new white paper "Brand-Specific Commerical Ratings-Benefits and Solution Providers" which highlights solutions from these respective companies for brand-specific commercial ratings, including case studies, and helps continue the industry dialogue on this issue.
Agency Trading Desks White Paper
The purpose of this document is to educate ANA members on agency trading desks regarding what they are, what they do, potential benefits, questions to ask, and more.