2014 ANA Media Leadership Conference presented by Google

MEASURING ROI OF TV ADVERTISING

In this increasingly connected world, more people are watching more television, and national advertisers continue to pour dollars into the medium as it remains the largest portion of their annual media strategy.  But today, with the ROI of television budgets scrutinized like never before and “C-suite” executives looking for greater accountability from marketing spend, how do advertisers tie these media expenditures to actual business results?  This session will share best practices of how LifeLock is improving the effectiveness of its television media investments and proving ROI.

Eric Fischer

Director of Media, Sponsorship, and Media Analytics LifeLock

Cocktails, conversations & connections!

Digital Publishing: Getting it Right

Rich Sutton, Chief Revenue Officer for MailOnline, will discuss top trends in digital publishing today and discuss how MailOnline is driving unique value for its advertising partners. Topics like native, real-time marketing, branded content and high-impact ads across desktop, tablet and smartphone will all be explored. MailOnline is the world’s largest English-language newspaper website reaching 43 million monthly unique U.S. visitors and 187 million worldwide. For people who want to be part of the world’s conversation, MailOnline is a next generation popular news stream driven by the instinct of seasoned journalists and continually optimized with real-time data.

Rich Sutton

Chief Revenue Officer, North America MailOnline

Welcome

Craig Geller

SVP, Ad Sales NuvoTV

Opening Remarks

Suzie Reider

Managing Director, Brand Solutions Google

ANA OPENING KEYNOTE: THE MEDIA INDUSTRY MUST CHANGE!

Bob Liodice, ANA president and CEO, is an advocate of change for the media industry, specifically in the critical areas of measurement, the eroding value of digital media, and media transparency.

• Measurement: The ANA believes that there isn’t any issue more important to marketers than measurement. Simply put, better measurement can help marketers make better decisions that can then drive business results. But there has been no central body in our industry that has guided the measurement discussion, and that needs to change. 
• Eroding Value of Digital Media: Piracy, click fraud, and viewability issues have led to an erosion of the value of digital media. Marketers are not getting what they’ve paid for! According to some estimates, for example, half of video ads are not viewable at all. Marketers, agencies, and publishers must take notice and address this issue, as otherwise the great hope of digital media could be more like the “great hype.”
• Media Transparency: More so than at any time in recent memory, ANA has heard many member concerns on media transparency.  This includes issues related to agency trading desks, rebates from media companies to agencies, and programmatic buying. Are agencies and media companies hiding information from marketers, or is this just representative of the new media environment that we are all living in?

Bob Liodice

President and Chief Executive Officer ANA

MasterCard: Leveraging Media to Connect to Consumers

One of the key tenets in any investment today is moving beyond simply reaching people and instead focusing on engaging the audience. MasterCard is working toward increasing value by driving deeper consumer engagement and action to their media investment.  In this session, you will hear about four key areas:

• The MasterCard Brand: How the "Priceless" campaign has driven value for the company
• How We Have Evolved: How Mastercard has moved from using media for simply driving awareness to driving action
• The New Model: How the company has built a media framework that ensures relevance and consistency, and some powerful examples
• Measuring Success: How the brand measures the success of its media investment

Ben Jankowski

Group Head of Global Media MasterCard Worldwide

Brands as Publishers

Wearing the hat of publisher is a major shift in the way Xerox traditionally approaches marketing and communication.  Xerox’s use of content marketing has enabled it to change perceptions and reposition the brand.  According to Xerox, essential guidelines for content marketing include integrating paid, owned, and earned content; appropriately employing sponsored native advertising; working closely with media partners to experiment with new formats and messages; and being relevant to your audience.

Barbara Basney

Vice President, Global Advertising and Media Xerox Corporation

THE STATE OF PROGRAMMATIC MEDIA BUYING

Programmatic media buying, once dismissed by many marketers as “not for me,” is increasingly becoming a critical component in leading brands’ paid digital media efforts. In this session, you will hear a brief history lesson on the rise of programmatic buying; take a look at the current state of programmatic media buying across display, video and paid social media; and consider some crucial questions many marketers still have, including “What is programmatic buying anyway?”, “What are some things to consider in choosing a programmatic buying technology?”, “What is my agency’s trading desk doing with my money?”, and "What would it take to bring programmatic buying in-house?"

Joanna O'Connell

Director of Research AdExchanger

CAN TRADITIONAL & DIGITAL MEDIA PLAY NICELY TOGETHER IN THE SAME SANDBOX?

Marketers have been challenging their media agencies to increase their presence in the digital world. Has digital now become traditional? How does traditional media interact with its digital counterpart? The fundamental challenge is, “Can traditional and digital media work together to effectively deliver your consumers? Can they play nicely together without ‘hitting’ each other?” A panel of leading media practitioners will share their thoughts.

Kim Canfield

Director, U.S. Media Colgate-Palmolive Company

Have you been reading the weather report?

Suzie Reider, Google's managing director of brand solutions, will engage us over lunch on the key industry trends and what advertisers and brand marketers can do (and should do!) to prepare for this next decade of rapid change in all things advertising. Knowing how and when the temperature is shifting can help leaders take a marketing organization through varied weather with innovation and impact.

Suzie Reider

Managing Director, Brand Solutions - North America Google

American Licorice Finds Its Sweet Spot with Earned Reach

Driven by the rapid maturation and changing expectations of social and mobile media consumers, marketers must adapt strategies and develop branded content to fit within the inherent experience and individual nuances of various platforms. Meanwhile, challenges include increasing fragmentation of the media landscape, the rising cost of paid impressions on social, and a growing wariness of overt advertising from end users.  At American Licorice, media strategies are constantly being evaluated and optimized to create meaningful experiences for consumers. Focusing on the targeted application of paid media to amplify creative content with earned reach, American Licorice will share how its brands are triggering engagement with very limited budgets.

Michael Kelly

Media & Consumer Communications Manager American Licorice Company

Stronger Together

Some marketers are taking elements of the media function in-house.  Audience buying and trading desks are examples. John Montgomery, chair of the 4A’s Media Leadership Council and a senior executive at GroupM, will address why this is happening and why he believes it is in the best interests of both marketers and their agencies to continue to work together in this vital discipline.  Examples will be shared of how clients and agencies combined have been stronger than clients working on their own.

John Montgomery

Chief Operating Officer, North America GroupM Interaction; Chair, 4A's Media Leadership Council

New Currency for Digital Advertising

Media Rating Council is leading the cross-ecosystem movement toward the transition from served ad impressions to viewable impressions for digital advertising transactions. Aligned with the Making Measurement Make Sense (3MS) initiative’s recommendation, MRC believes that digital advertising impressions, particularly for brand advertising campaigns, should be viewable in order to be more comparable to other media as the basis of currency. MRC has been engaged in pilot testing and standards development work for more than a year, and will address the expected lifting of its Viewable Impression Advisory, which will allow for the widespread use of viewable impressions as a digital currency metric. In addition, the Kellogg Company will share how it has taken the learning from this initiative to increase the viewability of its digital advertising and dramatically increase ROI.

David Gunzerath

Senior Vice President & Associate Director Media Rating Council

Winning in Programmatic Buying

Programmatic buying is the newest digital marketing buzzword, and is set to revolutionize all media, including TV and out-of-home. But what does it really mean? What are best practices? How do you set up your organization for success? Bob Arnold, a thought leader in the programmatic buying space while working at Kellogg’s and currently the digital media and strategy lead for Google, will share his experience and thoughts to win in this critical space.

Bob Arnold

Digital Media & Strategy Lead, North America Google

The Wendy's Company Integrated Media Success Story

Wendy’s continues to differentiate itself by “delivering a new QSR experience for consumers at traditional QSR pricing." A complete brand transformation, including re-imaged restaurants, product innovation, new advertising, and a new brand logo, has fueled strong sales and earnings growth for the company and an 80 percent increase in the stock price in 2013. Smart, integrated marketing is also driving sales growth for Wendy's in 2013, and new alliances such as the Wendy’s Wooden Award are important brand-building elements. The Wooden Award, which honors the nation’s top college basketball player, is an integrated marketing program on ESPN consisting of television, digital, radio, print, and in-store materials.

Tim Sullivan

Vice President, Media Strategy & Activation The Wendy's Company

The Advertiser Perspective on the Hottest Media Issues

A joint ANA/Forrester Research survey asks national advertisers about their attitudes toward the hottest media issues of the moment: media and media agency transparency, programmatic buying, and measurement.

Jim Nail

Principal Analyst Forrester Research

Kimberly-Clark Takes Programmatic Buying In-House

Kimberly-Clark has increased its investment in programmatic buying, and is handling much of this activity in-house in partnership with its media agency. This approach has gone beyond cost savings and has allowed the company to leverage data to make its media plans and buys smarter, and increase effectiveness and relevancy to target consumers.

Mark Kaline

Global Director, Media, Licensing & Consumer Services Kimberly-Clark Corporation