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Date & Time
Starts: Tuesday, July 14, 2009 at 9:30am
Ends: Tuesday, July 14, 2009 at 2:30pm
Location
ANA Headquarters
708 Third Avenue, 33rd Floor
New York, NY
To Attend Via Phone and Webinar
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Agenda
AGENDA
I. CROSS-PLATFORM ADVERTISING: ARE ALL EXPOSURES EQUAL? (9:45-11:00am)Nielsen IAG will provide insights from its online advertising effectiveness measurement, with a focus on streaming video. What formats are resonating best with users? How do video ads stack up against traditional television spots in terms of brand impact? And what is the benefit of a cross-media campaign for a brand advertiser - specifically, how much more value do the two platforms together create versus either one alone? Leveraging its robust databases, IAG will provide several case studies to highlight what's working well - and not so well - on the web.
Speaker:
Barbara Zack, Chief Strategy Officer - Nielsen IAG
David Kaplan, SVP, Research & Product Development - Nielsen IAG
II. BRAND BUILDING IN TOUGH TIMES (11:15am-12:15pm)
High level insights from the recent ANA branding conference.
1. ANA Survey Results: How do marketers strategize to get through the current economic environment but also prepare for accelerated growth when the recovery finally occurs? An ANA survey covered issues including: short-term versus long-term brand building strategies; effective ways for building brand equity; measures of brand health and warning signs of brand deterioration.
2. Key Takeaways from Conference: All conference speakers (companies including Dole, Dunkin' Donuts, Fender, Frito-Lay, MillerCoors, MasterCard, Walmart, Wells Fargo) were asked to leave behind actionable ideas for both immediate and longer-term brand growth. We'll share highlights of those takeaways and discuss implications.
Facilitators: Roger Adams, Chair - ANA Brand Management Committee and Bill Duggan, EVP - ANA
III. PREPARING FOR THE RECOVERY (12:45-2:00pm)
Marketers have clearly shifted to short-term strategies and cut spending over the past year. But at least one major economist has stated that the recession is now over! In this working session we'll discuss how marketers will change their plans as they prepare for the recovery.
Facilitator: Roger Adams, Chair - ANA Brand Management Committee
IV. OTHER ISSUES (2:00-2:30pm)
We'll solicit ideas for future meetings and open the floor for any other areas of discussion.