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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.

Hosts:

Rex Conklin
Media Director
Home Depot
Co-Chair, ANA Media Leadership Committee

Michael Kelly
Media & Consumer Communications Manager
American Licorice Company
Chair, ANA Media Leadership Committee, West Coast Chapter

Download the ANA Event Guide at e.ana.net.

When
Begins:Wednesday, March 4, 2015 at 4:00pm
Ends:Friday, March 6, 2015 at 12:30pm
Where

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.

Registration Pricing
    ANA Member BAA Member BMA Member Non-Member
Registration
  Conference Registration $1,095.00 $1,095.00 $1,095.00 $1,295.00

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.

Agenda
Wednesday, March 4, 2015
3:00pm  

Registration Opens

4:00pm  

Preconference

Native Advertising

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

Xerox Corporation

Bill Duggan

Group EVP

ANA

 

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.

Rob Aksman

Co-Founder, Chief Experience Officer

BrightLine

6:00pm  

Opening Reception  

7:00pm  

Opening Dinner  

Thursday, March 5, 2015
7:30am  

Breakfast  

8:30am  

General Session

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.

Marc Pritchard

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.

Amy Peet

Senior Digital Marketing Manager

Chrysler Group

10:15am  

Coffee Break

10:40am  

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.

Rishad Tobaccowala

Chief Strategist

Publicis Groupe

 

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.

Kathy O’Dowd

Senior Manager, Programmatic Buying, NA

Netflix

12:45pm  

Lunch  

2:10pm  

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.

Blaise D’Sylva

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.

Fernando Arriola

Vice President, Media & Integration

ConAgra Foods

Amy Bartle

Director, Media & Digital Marketing

LaQuinta Inn & Suites

Jim Kiszka

Senior Manager, Digital Strategist/Paid Digital Media

Kellogg North America

4:15pm  

Adjournment

6:00pm  

Reception

Friday, March 6, 2015
6:00am  

Zumba Class

7:30am  

Breakfast  

8:30am  

General Session

MEDIA TRANSPARENCY

Ad Age recently identified media transparency as one of its “Biggest Stories of the Year” and acknowledged work from ANA, saying:

  • Media Transparency: As digital-media buying reached an all-time high this year, marketers pushed for more clarity around agency-compensation models, inventory pricing, ad viewability and fraud. An Association of National Advertisers survey found that nearly half of respondents were concerned about the transparency of media buys.

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' 

Alberto Perlman

Chief Executive Officer and Co-Founder

Zumba Fitness

 

More to Come!

12:30pm  

Conference Adjournment

Register

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