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Date & Time
Starts: Tuesday, September 15, 2009 at 9:30am
Ends: Tuesday, September 15, 2009 at 2:30pm
Location
ANA Headquarters
708 Third Avenue (btw 44th and 45th Street)
33rd Floor
New York, NY 10017
To Attend Via Phone and Webinar
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Agenda
AGENDA
I. FEDEX AND HULU CASE STUDY: A MEDIA+CREATIVE COLLABORATIVE (9:45-10:45am)
FedEx continues to increase their participation in the online video space through greater emphasis on online content creation, led by collaborative efforts of media and creative. Challenged to create excitement and buzz while delivering on their "We understand" platform messaging, a contextually-relevant spot was tailored to meet the demands and challenges of the digital video space. This unique execution was first unveiled across Hulu during the first quarter of 2009. OMD and Hulu will discuss the execution and research results from this effort.
Speakers:
Kevin McGurn, VP, Sales - Hulu
Rayna Kahn, Associate Media Director - OMD
II. UNILEVER CASE STUDY: BRIGHTLINE UPDATE (11:00-11:45am)
Unilever will provide an update on their partnership with Brightline and will discuss ways some of their brands have created a two-way dialogue with consumers through interactive and on-demand Television.
Speaker: Jon Stimmel, Director, Media Investment & Partnerships - Unilever
Jacqueline Corbelli, CEO, Brightline Partners
III. MEMBER ROUNDTABLE DISCUSSION - UPDATE ON INDUSTRY ISSUES (12:30-2:15pm)
ANA member roundtable discussions are great ways to share experiences and perspectives on specific topics, while learning from your peers from other companies. We'll discuss:
a. "Coalition to create measurement system across three screens"
This session will discuss the potential for cross industry collaboration for the development of new metrics for the measurement of cross platform media use by the consumer.
Speaker:
Alan Wurtzel, President, Research & Media Development - NBC Universal, Inc.
b. Commercial Advertisement Loudness Mitigation Act
Congresswoman Anna Eshoo introduced a bill in June, 2008 to address loud, "excessively noisy" commercials. The bill is called the CALM Act - Commercial Advertisement Loudness Mitigation Act and asks for the Federal Communications Commission to prescribe a standard to preclude commercials from being broadcast at louder volumes than the programs material they accompany. We will share the latest update from Washington and discuss committee members' thoughts on the bill.
Facilitators:
Bill Duggan, Executive Group Vice President - ANA
Daniel L. Jaffe, Executive Vice President, Government Relations - ANA
c. "The Path to Brand-Specific Commercial Ratings"
The ANA continues to advocate for increased granularity of commercial ratings. The most promising test to date to access the feasibility of producing brand-specific commercial ratings has been the "In-Home Commercial Ratings Pilot Test", a collaboration between the ANA and Nielsen Media Research. Phases I and II of the test yielded a detection rate of brand-specific commercials of up to the low 90% range. Nielsen is proposing Phase III of the test to push the detection rate close to 100%. This session will provide an update on this very important issue along with ways that marketers and their agencies can get involved to ensure this test is a success.
Speaker:
Terrie Brennan, Senior Vice President, Media Client Services - The Nielsen Company
IV. OTHER ISSUES (2:15-2:30pm)
We will solicit ideas for future meetings and open the floor for any other areas of discussion.