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.

This committee helps program the ANA Media Leadership Conference, next planned for March 2-4, 2016 in Hollywood, FL.

Committee Chair: Michael Kelly, Senior Influencer Program and Social Media Manager, Plantronics, Inc.

Discussion Topics

  • Media transparency
  • 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

Leadership Initiatives

Media Transparency
There is clearly heightened industry awareness around the issue of media transparency. Rebates, arbitrage, agency trading desks, programmatic buying, and more have all contributed to a less transparent/more opaque relationship between marketers and their media agencies. As a result, the ANA and our board of directors have elevated media transparency to become one of our top priorities. Two key initiatives will be to conduct an independent third-party assessment of the industry – an RFP for that was issued in June – and to co-lead with the 4A's a high-level task force initially focused on developing principles/industry codes of conduct.

Programmatic Webinar Series
This series ran between April and June 2015 and consisted of five webinars. Programmatic buying has great promise and benefits include efficiency, targeting, effectiveness, and scalability. However, there are transparency issues with programmatic as the supply chain between the advertiser and the publisher is complex and murky. This webinar series provided an educational overview of programmatic buying and identified a number of action steps for advertisers to help them optimize their programmatic buys.

The Connected TV Opportunity
Connected TV refers to when a television is connected to the Internet. This includes Smart TVs where the connection is built into the TV, or any IP-connected over-the-top (OTT) device/box such as Amazon Fire TV, Android TV, Apple TV, PlayStation, Roku, or Xbox that brings an array of content apps directly to a TV screen. ANA and BrightLine teamed-up to research how the overall ANA member community is using connected TV/OTT devices. The large majority of total respondents believe connected TV is an opportunity for the television advertising industry, with audience targeting cited as the top benefit.

Advertising Is Going Native
Native advertising is an advertising method in which the advertiser attempts to gain attention by providing messaging in the context of the user's experience. Native ad formats match both the form and function of the user experience in which they are placed. The advertiser's intent is to make the paid advertising feel less intrusive and increase the likelihood users will engage with it. The ANA white paper "Advertising Is Going Native" covers issues including how marketers use and budget for native advertising, manage its implementation internally and externally, measure its success, and opinions on disclosure and ethics.

Fraud in Digital Advertising
In 2014, ANA partnered with White Ops on an initiative to determine the level of bot fraud occurring across the digital advertising industry. The ANA recruited 36 member companies to participate and the study measured 5.5 billion impressions in 3 million domains over 60 days. This landmark study provided a number of action steps for both buyers and sellers and helped rally the industry to increase awareness and urgency in combatting bot fraud.

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.

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