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Date & Time
Starts: Wednesday, April 16, 2008 at 9:30am
Ends: Wednesday, April 16, 2008 at 2:30pm
Location
ANA Headquarters
708 Third Avenue (btw 44th and 45th Street)
33rd Floor
New York, NY 10017
Agenda
AGENDA
I. MEDIA RATINGS COUNCIL: AUDIT OF C3 RATINGS/ DTV TRANSITION & IMPACT ON RATINGS(9:45-10:45)
For the first time in recent television marketplace history, commercial advertising time was purchased on the basis of unaccredited ratings, C3. Many agencies took it a further step and officially endorsed the unaccredited ratings. The Media Ratings Council will update the committee on the progress of the audit of Nielsen's C3 ratings. In addition, the MRC will provide an overview of how the digital television transition may impact ratings, and how Nielsen will be handling the transition.
Speaker: George Ivie, CEO, and Anthony Torrieri, Media Ratings Council
II. INTERACTIVE TELEVISION: NIKE "ZOOM" CASE STUDY (11:00 -noon)
Nike and their advertising agency, Wieden+Kennedy, sought innovative ways to engage consumers and optimize the Nike "Zoom" campaign using long-form video content of the popular NFL athlete, LaDainian Tomlinson. This cutting edge interactive television campaign delivered more than 20 minutes of premium content, allowing viewers to learn about LT's training moves, see him demonstrate them in action, play a "quickness" challenge, learn more about the shoes and find local stores. The results - viewers interacted for 3:15 minutes on average and engagement increased 60%.Speakers:
Kate Armstrong, Global Media Director, Nike
Tenny Park, Associate Media Director, Wieden & Kennedy
Meghan McShane, Account Director, Ensequence
III. OVAB: OUT OF HOME VIDEO ADVERTISING BUREAU UPDATE (1:00 - 1:45pm)
It is estimated that Out-of-home video networks will earn $2.25 billion in ad revenue in 2011--almost double 2007's $1.26 billion, according to a report by eMarketer. OVAB will address the committee on the latest issues affecting Out-of-home video such as creative standards, measurement, content partnerships with media companies, national vs. local availability, and agency relations.
Speaker: Suzanne Alecia, President, OVAB
IV. THE FUTURE OF TELEVISION ADVERTISING
A joint ANA/Forrester Research survey asked national advertisers about their attitudes towards television advertising and the future impact new technologies will have on their television advertising budgets. The study examined television's evolving role in the media mix and how clients are exploring emerging technologies to help bolster their television advertising spend. This is the fourth ANA/Forrester Research survey of advertisers on this topic; previous surveys were fielded in 2002, 2004, and 2006.
Speaker: Linda Narbey, Senior Director, ANA
V. MEMBER OPEN DISCUSSION (until 2:30)
1. Please let us know if you have any benchmarking issues/future topics you would like the committee to address