Date & Time
Starts: Tuesday, March 18, 2008 at 9:30am
Ends: Tuesday, March 18, 2008 at 2:30pm
Location
Adobe Systems
345 Park Avenue
San Jose, CA 95110
Meeting Notes
Meeting Notes
I. TV'S DIGITAL TRANSITION - WHAT ADVERTISERS NEED TO KNOW
The era of analog broadcast television in the United States will end on February 17, 2009 as the transition is made to an all-digital system as required by the Federal Communications Commission. This digital transition will be the biggest change in the industry since television's transition from black and white to color, and it has huge implications for consumers, advertisers, and media. For advertisers, there are important implications related to the production and finishing of commercials. This is information you need to know or you will risk having creative run "comprised" on air.
Speaker: Bryan Burns, Vice President, Strategic Planning, ESPN Productions
II. INTERACTVE TELEVISION: NIKE "ZOOM" CASE STUDY
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 and 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: Michele Bogdan, SVP Marketing, Ensequence
Megan McShane, Director, Business Development, Ensequence
III. 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
IV . MEMBER BENCHMARKING SESSION: SOCIAL MEDIA
ANA benchmarking sessions provide peer-to-peer forums for marketers to learn from one another. 20% of ANA members are currently using social meeting and another 20% plan to use social media in the next year. That growth rate is among the highest of any new digital media platforms. Meanwhile, social media use among multicultural marketers is exploding as 16% of multicultural marketers use it now and 36% plan to use it in the next year. We asked marketers to share their initiatives in the social networking space:
Examples:
- Uploading a Video News Release to YouTube generated 40,000 hits in one week
- One advertiser is conducting several tests, and the key learning was that paying for premium placement tended to generate higher response
- Another advertiser is experimenting with user generated content in an online community setting, where the content has a viral element (i.e. members of the community provides their unique touch to the content)
- "Content is King" and finding the killer app in social media sometimes requires relinquishing control of the brand message
V. ANA/AAAA POSITION PAPER ON NETWORK INTEGRATION FEES
It is estimated that the industry spent $125 million on integration fees in 2007. This is a fee charged by ABC, CBS and NBC to "integrate" a commercial into its advertising breaks. All advertisers are encouraged to "do the math" for your own company on the annual cost of your network integration fees. We'll review and discuss the ANA/AAAA position paper on this topic.
VI. TOPICS FOR FUTURE MEETINGS:
- Branded entertainment or sponsorship cases studies
-How is the media mix evolving
-What are the new models of measurement for effectiveness (e.g. engagement?) and what's next?
Marketers in Attendance
1. Teresa Bravo, Intel Corporation
2. Sharon Coggin, Monterey Bay Aquarium
3. Deeje Cooley, Adobe Systems Incorporated
4. Roger De La Cruz, Cisco Systems, Inc.
5. Diane Devlin, Cisco Systems, Inc.
6. Jody Glaser, Cisco Systems, Inc.
7. Donna Helliwell, Cisco Systems, Inc.
8. Marina Lemas, Cisco Systems, Inc.
9. Amy Liang, Cisco Systems, Inc.
10. Marie-Claire Meisels, EBay, Inc.
11. Radhika Narang, Cisco Systems, Inc.
12. Ashley Navarra, Cisco
13. Jennifer Reynolds, Adobe Systems Incorporated
14. Ken Robb, Hewlett-Packard Company
15. Brett Smith, Cisco Systems, Inc.
16. Ila Vasudev, Chevron Corporation
17. Melinda Walker, Cisco Systems, Inc.
18. Ali Wegener, California State Automobile Association
Marketers via Teleconference
1. Katie Behr, Subway
2. Meredith Chevalier, NASCAR
3. Tom Delaney, Procter & Gamble
4. Jason Hackney, The Clorox Company
5. Renato Ibarra, Procter & Gamble
6. Peggy Johnson, AT&T
7. Beth McMorrow, Kraft
8. Christi Moll, NASCAR
9. Meredith Rocklin, Subway
10. Linda Harrison Howe, Charles Schwab
11. Ashley Spring, NASCAR
12. Anya Taddeo, Subway
13. Joanne Torla, Motorola
14. Valerie Youmans, NASCAR
15. Bob Zender, Hatfield Quality Meats, Inc.Speakers
Bryan Burns, ESPN Productions (bryan.burns@espn.com / 860-766-2574)
Meghan McShane, Ensequence (megan.mcshane@ensequence.com / 310-314-7075)
Michele Bogdan, Ensequence (Michele.bogdan@ensequence.com / 415-218-6996)ANA Staff
Bill Duggan (bill.duggan@ana.net / 212-455-8010)
Linda Narbey (lnarbey@ana.net / 212-455-8070)