2015 ANA Media Leadership Conference presented by Google
The ANA Media Leadership Conference presented by Google will bring together the leaders of the media industry to discuss urgent issues and share insights on the newest ways of connecting with today’s consumers.
The media landscape is hyper-fragmented and has never been more complicated. We are facing very serious issues. Ad fraud, piracy, and non-viewability threaten the optimization of digital media. Marketers are feeling a breakdown in transparency and trust with their media agencies and suppliers; Ad Age, in fact, identified media transparency as one of its “Biggest Stories of the Year.” Many marketers still struggle to fully optimize programmatic buying. Increasingly, clients are taking agency services in house. And while native advertising offers benefits, the industry is still challenged on how best to disclose to consumers that this is indeed advertising. Plus, media measurement issues remain an evergreen topic. Finally, marketers struggle with the balance between traditional media platforms (that still work!) and newer media, such as mobile. The only constant in the media industry is change.
Are you a media leader? Then join the industry conversation at the ANA Media Leadership Conference.
Co-Chair, ANA Media Leadership Committee
Media & Consumer Communications Manager
American Licorice Company
Chair, ANA Media Leadership Committee, West Coast Chapter
Download the ANA Event Guide at e.ana.net.
|Begins:||Wednesday, March 4, 2015 at 4:00pm|
|Ends:||Friday, March 6, 2015 at 12:30pm|
Diplomat Resort & Spa
3555 S. Ocean Drive.
Hollywood, FL 33019
The ANA has negotiated a special room rate of $329/night. To make your reservation at the Diplomat Resort & Spa, please visit https://resweb.passkey.com/Resweb.do?mode=welcome_ei_new&eventID=12635914. The cut-off date is Tuesday, February 10, 2015, after which prevailing rates apply. Please notify the hotel of any special needs that you may have.
|ANA Member||BAA Member||BMA Member||Non-Member|
ANA Members may take advantage of special corporate pricing of $1,795 for four members from the same company. Please click here to take advantage of this special rate. Please visit our website at http://www.ana.net/members/list to see if your company is a member of the ANA.
Non-members may take advantage of special corporate pricing of $1,995 for two members from the same company. Please click here to take advantage of this special rate.
Wednesday, March 4, 2015
Native advertising has been one of the hottest and most controversial terms of the year. Native advertising is a method in which the advertiser attempts to gain attention by providing messaging in the context of the user's experience, with the intent of making the paid advertising feel less intrusive and thus increase the likelihood users will engage with it. A recent ANA survey reveals that 58% of all respondents have engaged in native advertising. This preconference session will present some of the highlights of this research – budgets, measurement, legal disclosure, overall management, benefits and challenges – and encourage a dialogue among participants to share experiences. In addition, Xerox will share examples of their recent work in native advertising.
Christopher C. Boles
Director, Corporate Advertising
A GLIMPSE BEHIND THE CURTAIN OF CONNECTED TV
With much uncertainty around the future of TV, one thing is for sure: whether it’s through Roku, Xbox, Amazon Fire TV, or a smart TV, consumers are quickly adopting connected TV. Streaming your favorite content to your television opens up an exciting world of new, premium, unskippable advertising opportunities for marketers. This preconference session will be an opportunity to peer into connected TV’s 'state of play'. Hear experts share up to the moment updates on consumer adoption and usage, network and digital publishers' response, pay TV vs. distributors – is there a difference in their approach and is there a “winner” emerging – and how advertisers are responding.
Co-Founder, Chief Experience Officer
Opening Reception Sponsored by Integral Ad Science
Opening Dinner Sponsored by DataXu
Thursday, March 5, 2015
Breakfast Sponsored by NUVOtv/Fuse
OPENING KEYNOTE: MEDIA VALUE IN A DIGITAL WORLD
Advertisers are forging a new media frontier with consumers through digital technology, and we’re now at an inflection point where we have the opportunity to realize the full potential of media to create value in a digital world. But we have a shared responsibility – advertisers, agencies, publishers, suppliers – to address important issues facing the industry in this new world. Wearing dual hats as P&G Chief Marketing Officer and ANA Vice Chairman, Marc Pritchard will offer his perspective on digital technology’s potential to create value for consumers, and industry considerations for fully realizing the promise of media in a digital world.
Chief Brand Officer
The Procter & Gamble Company
CHRYSLER’S HOLISTIC INTEGRATED MEDIA APPROACH
As head of digital media, Amy Peet helps Chrysler leverage new media channels. In this session Amy will discuss issues including: how a growing (and now large) percentage of the brand’s traffic now comes from mobile; how Chrysler employs programmatic buying; optimizing online video; and the role digital and social play to complement and amplify traditional marketing spend.
Senior Digital Marketing Manager
General Session Cont.
RETHINKING & REINVENTING THE ROLE OF THE MEDIA PROFESSIONAL
The role of media continues to grow in importance – it’s now the steam engine of the locomotive rather than the caboose. But the marketplace continues to change as there is a blurring between paid, owned and earned media as well as a blurring between the roles of industry players. To remain more relevant in these changing times, today’s media professional needs to increase competencies and become more collaborative. This session will provide guidance for media professionals to rethink and reinvent their respective roles in order to maintain and increase relevance in the future.
NETFLIX’S IN-HOUSE APPROACH TO PROGRAMMATIC
“Programmatic” was the 2014 ANA marketing word of the year. Netflix is one of a growing number of marketers who has established an in-house programmatic team. Reasons they have done so include keeping key information internal, being able to take faster action, and better collaboration between cross-departmental teams (e.g., social, paid search). The senior manager of programmatic buying of Netflix will take us behind the scenes of their programmatic buying operation.
Senior Manager, Programmatic Buying, NA
Lunch Sponsored by Google
General Session Cont.
DR PEPPER SNAPPLE: MEDIA INTEGRATION STORY
In a highly competitive beverage category, the need to innovate, integrate, and drive efficiency across media channels is crucial for the Dr Pepper Snapple brand portfolio. In this session, you will hear from Blaise D’Sylva who leads Dr Pepper Snapple’s integrated media strategy and oversees all media buying for the brand portfolio. He will share their media and content marketing story and how they continually drive measurable, actionable, and sustainable initiatives to support their business.
Vice President, Media and Content Planning
Dr Pepper Snapple Group
FRAUD IN DIGITAL ADVERTISING – WHAT ADVERTISERS ARE DOING ABOUT IT
In 2014 ANA partnered with White Ops on a study to determine the level of bot fraud (i.e., non-human traffic) occurring across the digital advertising of leading marketers and provide insights to help eliminate such fraud in future campaigns. ConAgra, Kellogg’s, and LaQuinta were among the ANA member company participants and each will share key learnings and action steps that came out of the study.
Vice President, Media & Integration
Director, Media & Digital Marketing
LaQuinta Inn & Suites
Senior Manager, Digital Strategist/Paid Digital Media
Kellogg North America
Friday, March 6, 2015
Breakfast Sponsored by Fox Hispanic Media
Ad Age recently identified media transparency as one of its “Biggest Stories of the Year” and acknowledged work from ANA, saying:
This session will explore the issue of media transparency. How bad is it? What are some actions steps should the industry take?
Zumba: A Non-Traditional Way to Build a Global Brand
Zumba is a global lifestyle brand and phenomenon that fuses fitness, entertainment, and culture into an exhilarating dance-party workout. Founded in 2001, it is now the largest branded dance-fitness company in the world. Zumba recently launched its first ever multimedia campaign, themed “Let It Move You” featuring television, digital, social, and PR. Fifteen million weekly participants, led by its instructor brand advocates and a new campaign are creating buzz for Zumba. #LETITMOVEYOU'
Chief Executive Officer and Co-Founder
More to Come!