2017 ANA Media Conference Presented by Quantcast

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This conference is now SOLD OUT.  

What can the artist Salvador Dalí and IBM Watson teach us about media?  Find out at the ANA Media Conference.

This is the conference where the transparency issue burst into the spotlight in 2015.  Now in its fifth year, the 2017 ANA Media Conference will feature important issues and perspective from industry leaders. Plus, the networking will be fabulous.

See the post from an attendee at last year’s conference, “Why ANA Media Is Arguably the Best Conference in Advertising.”

Issues to be covered include programmatic media buying, content marketing, transparency, data, VR, owned media, influencer marketing, media agency reviews, product integration on broadcast television, and digital media trends.

The conference hashtag is #ANAMedia

Host:

Michael Kelly (@Michael_Irie)
Senior Influencer Program and Social Media Manager
Plantronics, Inc.

when

Start: Wednesday, March 1, 2017 at 2:00pm

End: Friday, March 3, 2017 at 12:15pm

WHERE

JW Marriott Grande Lakes
4040 Central Florida Parkway
Orlando, FL 32819

Main Hotel: JW Marriott Grande Lakes - ALMOST SOLD OUT
The ANA has negotiated a special room rate of $329/night. In order to use the ANA rate, you must be registered to attend the conference. A reservation link will be provided under the "Important Information" section of your conference registration confirmation email. The cut-off date is Monday, February 20, 2017, after which prevailing rates apply.

Overflow Hotel: Courtyard by Marriott Orlando South
4120 Taft Vineland Road
Orlando, FL 32837

The ANA has negotiated a special room rate of $263/night. To make your room reservation, please click here. You can also call the reservations line at 1-888-236-2427, and reference the ANA Media Conference. The cut-off date to obtain the ANA rate is Monday, February 20, 2017, after which prevailing rates apply. Please notify the hotel of any special needs that you may have.

Registration Pricing

ANA Associate Gold Associate Silver Associate Individual Non Member
Registration
Conference Registration ANA $995 Associate Gold $995 Associate Silver $1,295 Associate Individual $1,395 Non Member $1,395

ANA Members & Associate Gold Members may take advantage of special corporate pricing of $1,595 for up to two members from the same company. Non-Members may also take advantage of special corporate pricing for $1,995 for up to two members from the same company. Please note that no refunds of any kind are available for corporate packages, and we cannot split payments between credit cards. Please click here to take advantage of this special rate. Please visit our website at http://www.ana.net/members/associatelist to see if your company is an Associate member and here at http://www.ana.net/members/list to see if your company is an ANA member.

For issues processing your registration or other frequently asked questions, please refer to  this page.


Agenda

TIME EVENT DETAILS LOCATION
Wednesday, March 1, 2017
2:00pm Registration Opens

Palazzo Foyer
3:00pm Pre-Conference

Palazzo A-D

MEDIA TRANSPARENCY: CURRENT STATUS AND NEXT STEPS

The issue of media transparency burst on to the scene following a presentation at the 2015 ANA Media Conference and has probably been the biggest story in the advertising industry since then. The ANA was recently honored to be recognized by Advertising Age on its 2016 year-end Marketer A-List for our work on transparency.This session will recap the current state of the transparency discussion with a focus on practical action steps and solutions. 

Bill Duggan (@BillDuggan)
Group Executive Vice President ANA
Palazzo A-D

THE NEXT INDUSTRY FRONTIER: TRUST, TRUTH AND TRANSPARENCY IN MOBILE MEDIA MEASUREMENT

Mobile is widely recognized as imperative for marketers.  However, the measurement, transparency and behavioral implications are still opaque.   Marketers and their agency partners struggle with consumer privacy issues, the veracity of location data, load times, sponsored posts, messaging texts, custom geo-filters, and countless other challenges while the opportunity for mobile measurement has never been more important. In this groundbreaking session, Gayle Fuguitt, former CEO of the Advertising Research Foundation and newly appointed Chief of Insight and Innovation at Foursquare and George Ivie, Chief Executive Officer and Executive Chairman of the Media Ratings Council (MRC) will share vision, strategy and significant progress on location-based metric certification and provide an update on the Measurement Mandate by invoking the industry to quantify and certify mobile measurement metrics through the MRC.

Gayle Fuguitt
Chief of Customer Insight and Innovation Foursquare
George Ivie
CEO and Executive Chairman Media Ratings Council (MRC)

MEDIA AGENCY REVIEWS

The past two years have seen an unprecedented number of media agency reviews. There are many reasons for this surge in reviews: a rapidly evolving digital media environment (e.g., programmatic buying and content marketing), the need for a sophisticated approach to data management, and the desire to cut costs to help make media dollars go farther. This session will feature a client, media agency, and consultant providing perspective on how pitches are changing, exploring issues including the requests major advertisers are making in media pitches, how agencies are changing the way they differentiate themselves, new compensation models, unlocking the best strategic talent within a media agency, and becoming a priority client.

Moderator:
Jack Myers (@MyersBizNet)
Chairman, MyersBizNet Publisher, MediaVillage.com
Panelists:
Kathleen Brookbanks
Chief Operating Officer Hearts & Science
Kelly Colbert
Vice President, Social Marketing U.S. Bank
Tom Denford (@denfordtom)
Chief Strategy Officer ID Comms
Palazzo A-D
5:00pm Pre-Conference Adjourned

6:30pm Reception  

Valencia Terrace
7:30pm Dinner  

CASHING IN ON THE CURRENCY OF CONNECTION

Great marketing builds connections with people.  That’s because the real currency of marketing is attention.  Today, marketers face unprecedented challenges in the competition for attention and the ability to connect with customers.  Yet at the same time, marketers know more about their customers and have more technical capability than ever to reach their customers.  Listen as industry veteran and DataXu CRO Ed Montes shares his thoughts on how to overcome this industry challenge as individual practitioners and leverage this sea of data and technology to establish meaningful connections that propel our brands and businesses forward and reclaim the attention of our customers. 

Ed Montes
Chief Revenue Officer DataXu
Palazzo A-D
Thursday, March 2, 2017
7:30am Breakfast  

LEVERAGING MEDIA QUALITY AND VIEWABILITY FOR DIRECT IMPACT ON ROI

Understanding media quality is essential in ensuring your campaign has the opportunity to be seen. But once optimal viewability is achieved, how does one ensure a campaign is reaching and influencing consumers? Join John Marshall, Manager of Media & Advertising Technology at HP, and Aaron Stettner, VP of Sales at Integral Ad Science, as they discuss going beyond viewability by tackling attention, user exposure, and frequency.

Aaron Stettner
VP, Sales Integral Ad Science
John Marshall
Manager, Media and Advertising Technology HP
Palazzo A-D
8:30am General Session

Palazzo E-H

WELCOME

Christina Cubeta
Vice President, Global Marketing Quantcast

OPENING REMARKS

Bob Liodice
Chief Executive Officer ANA
Palazzo E-H

OPENING KEYNOTE

Marc Pritchard, P&G’s chief brand officer, will discuss how the world’s largest advertiser continues to raise the bar on creativity to develop advertising that’s a force for growth and good, and the steps P&G is taking to build a transparent media supply chain. With 65 leading brands across 10 product categories, P&G has a long history of building successful global brands by innovating in advertising and media. Over the last several years, Mr. Prichard has been reinforcing the importance of creativity in brand-building. He has challenged the creative community to elevate our craft to create the best advertising in the world because it's good for brands and makes our industry a positive economic and social force. As ANA Chair, Mr. Pritchard has called for a transparent media supply chain to enable marketers and agencies to get the time and money to invest in better advertising. In this keynote, he will discuss the imperative of achieving the highest standards of creativity on our brands and offer practical steps to clean up the Media supply chain so we can all focus on our craft and growth. 

Marc S. Pritchard (@ProcterGamble)
Chief Brand Officer, Procter & Gamble Chair, ANA Board of Directors
Palazzo E-H

MEDIA AND CREATIVE – BETTER TOGETHER

David Verklin was one of the pioneers in the creation of the free-standing media agency business in the United States, as CEO of Aegis Media Americas. Mr. Verklin now believes that media and creative should come back together. In this new model, data will be the glue that bonds media and creative and help shape better work. Mr. Verklin has a unique perspective via his current roles as a senior advisor with The Boston Consulting Group, operating partner with private equity company Calera Capital, and angel investor with VFL Investments & Advisory.

David Verklin
Senior Advisor, Boston Consulting Group; Executive Partner, Calera Capital; Partner, VFL Investments & Advisory LLC
Palazzo E-H
10:20am Networking Coffee Break  

Palazzo Foyer
10:40am General Session (cont.)

Palazzo E-H

WHY PEPSI OPENED AN IN-HOUSE CONTENT STUDIO

In the era of multiple marketing channels, including social media, video, and television, PepsiCo opened an in-house content studio to efficiently reach its consumers via multiple channels. Creating content in its own studio gives PepsiCo better control over its creative output, which can be tailored to suit the requirements of multiple media channels. While creating content in-house can be cost-effective, trimming the marketing budget, it can also create an additional revenue stream for the company.  The studio is representative of PepsiCo’s commitment to innovation and the ability to foster deeper connections with consumers through content creation and real-time publishing.  In this session, the chief marketing officer of PEPSI at PepsiCo will share the vision, learnings, successes, and challenges of the content studio and how it fits into PepsiCo’s overall media strategy.

Kristin Patrick (@pepsi)
Chief Marketing Officer, PEPSI PepsiCo
Palazzo E-H

SURVIVING THE LUMASCAPE: DIGITAL MEDIA TRENDS AND IMPLICATIONS

Digital advertising, while growing strongly and being promising on many fronts, is suffering from significant challenges, from transparency and fraud to supply chain fragmentation. Terry Kawaja, founder and CEO of strategic advisory firm, LUMA Partners, and creator of the ubiquitous LUMAscapes, will address these ecosystem issues and discuss digital media trends and their impact on marketers.

Terence Kawaja (@tkawaja)
Founder and CEO LUMA Partners
Palazzo E-H

WATSON MAXIMIZES PROGRAMMATIC ROI FOR IBM

Watson is a cognitive technology from IBM that can think like a human. Several years ago Watson competed on Jeopardy!, beating two of the program’s greatest champions. Today, IBM is using Watson to maximize the ROI of its programmatic advertising. Watson uses advanced analytics to create efficiencies in the programmatic bidding process by ingesting massive amounts of data and assigning value to potential target consumers based on various criteria. Watson has driven performance increases of more than 30 percent to date versus a best-in-class agency model. In this session, the vice president of marketing analytics for IBM will share the Watson programmatic story, with tips for attendees to improve the effectiveness of their programmatic advertising.

Ari Sheinkin (@AriSheinkin)
Vice President, Marketing Analytics IBM Corporation
Palazzo E-H
12:30pm Luncheon  

THE CUSTOMER SEGMENT YOU DIDN’T KNOW EXISTED: A DIFFERENT WAY TO GROW YOUR BRAND

Think you know your customers?  Of course you do. But big data means big opportunity for new insights to know them even better--and find new customers you didn’t even know about. Chances are, your audience is larger than you think.  Brian Murphy, Vice President of Sales at Quantcast, discusses unique ways to leverage data and uncover your full range of target personas - enabling you to understand, reach and influence all of your customers.  Even the unexpected ones.   

Brian Murphy
VP Sales East & Central Quantcast
Palazzo A-D
1:45pm General Session (cont.)

Palazzo E-H

ELECTRONIC ARTS: THE ART AND SCIENCE OF MEDIA BUYING

Electronic Arts, also known as EA Games, is a developer, marketer, publisher, and distributor of video games. Recently, the company brought their programmatic buying capabilities in-house while continuing to work closely with their agencies on “above the line” media.  In this session, hear from the global director of media activation for EA on the challenges and opportunities of programmatic media that’s run by an in-house team within a larger marketing organization and how this model requires a combination of the “art and science” of media today.

Belinda J. Smith (@BJStech)
Director, Global Media Activation Electronic Arts, Inc.
Palazzo E-H
2:20pm Networking Coffee Break  

Palazzo Foyer
2:40pm General Session (cont.)

Palazzo E-H

WHAT DALÍ CAN TEACH ADVERTISERS ABOUT VIRTUAL REALITY

Salvador Dalí is one of the most celebrated artists of all time. The Dalí Museum in St. Petersburg, Florida, shares an unparalleled collection of Dalí works from every period and in every medium of his artistic activity. The Museum leveraged the rapidly growing virtual reality platform to connect viewers with Dalí in a mesmerizing experience called “Dreams of Dalí,” which lets viewers and visitors go inside — and beyond — one of Dali’s famous works. "Dreams of Dalí" has received numerous global awards, including the prestigious 2016 Cannes Lions Cyber Lion Gold and a 2016 Webby Winner People's Voice, and was recognized by Creativity, a sibling of Advertising Age, as one of the “10 VR Ideas Creativity Loved.” The Museum’s chief marketing officer will take us behind the scenes of this work, including why virtual reality was used and the results from this experience.

Kathy Greif (@TheDali)
Chief Marketing and Strategy Officer The Dalí Museum

YETI: BUILT FOR THE WILD

YETI, founded in 2006 and named for the abominable snowman, today is the premium cooler and drinkware of choice for outdoor enthusiasts, pros, tailgaters, and backyard barbecue kings. A smart mix of traditional and digital media has helped build the brand. At its start, YETI sponsored hunting and fishing programming and ran ads in enthusiast magazines. Today, the company has a robust content strategy which includes YouTube videos, short films, and a branded content partnership with A+E Network’s History Channel. YETI also has 600,000 Facebook followers and 650,000 followers on Instagram.

Corey Maynard (@YETICoolers)
Vice President, Marketing YETI
Palazzo E-H

CONTRACT WORKSHOP FOR ADVERTISER/AGENCY AGREEMENTS (ANA MEMBERS ONLY)

In June 2016, K2 Intelligence issued a report, commissioned by the ANA, called, "An Independent Study of Media Transparency in the U.S. Advertising Industry." A key finding was that there is a fundamental disconnect in the industry about the basic nature of the advertiser/agency relationship with many agency executives believing that that their relationship to advertisers was solely defined by the contract between the two parties. K2 Intelligence found evidence of situations where some media agencies sought to avoid explicit contract language in order to preserve their ability to retain various types of incentives.

Given this and the fact that the contract defines the commercial relationship between advertiser and agency, the ANA, in conjunction with its general counsel, Reed Smith, has developed a media agency Master Media Planning & Buying Services Agreement, which can be used by advertisers in developing their own agency agreement. This workshop will cover key issues in the advertiser/agency contract, including agent versus principal status, audit rights, and contract governance.

Keri Bruce (@kerisbruce)
Partner Reed Smith LLP
Nick Manning (@EbiquityGlobal)
Chief Strategy Officer Ebiquity Plc
Palazzo A-D
4:30pm End of General Session

6:00pm Reception  

Valencia Terrace
7:00pm Dinner On Your Own

Friday, March 3, 2017
7:30am Breakfast  

ARE WE THERE YET? THE LONG ROAD TO DELIVERING ON PRECISION TARGETING’S PROMISE


We’re all familiar with the promise: massive amounts of data will help marketers finally reach the right consumer on the right platform at the right time – with the right message. There’s no doubt that our industry has amassed more data than ever before, providing great insight into consumer interests and cross-device behaviors. But is all of this data actually helping us to better engage with consumers and ultimately increase advertising results? Some believe the future of precision targeting is now and are making big bets on this path. Still, others contest it remains far too difficult to get enough scale with these tiny targets to drive meaningful ROI, causing them to default to more traditional targeting approaches.

In a lively, fireside chat, Aaron Fetters, SVP, comScore Marketing Solutions, comScore and Blaise D’Sylva, VP, Media, Dr. Pepper Snapple Group will debate this contested topic.

Aaron Fetters
Senior Vice President of Marketing Solutions comScore
Blaise D’Sylva
VP, Media Dr. Pepper Snapple Group
Palazzo A-D
8:30am General Session

Palazzo E-H

CHIEF MEDIA OFFICER KEYNOTE: WHY BETTER MATTERS

John Nitti, chief media officer of Verizon, will discuss the evolution of the media landscape and the issues facing the industry. Stakes have risen for brands to do better in all areas from advertising transparency to engaging customers in a more personalized way. He will share Verizon’s efforts in bringing greater accountability to its media supply chain and how the company is resetting its own brand to better serve customers.

John Nitti
Chief Media Officer Verizon Communications
Palazzo E-H

BRANDS AS PUBLISHERS: LEVERAGING OWNED MEDIA

General Mills has five centrally managed owned publishing platforms that get more than 400 million visits a year, including iconic websites Betty Crocker.com and Pillsbury.com. As director of digital media for owned media, Amy Halford is responsible for strategy, content, monetization, and delivering a world-class customer experience across these digital platforms. This integrated effort behind owned media includes social, apps, search, and email, building the lifetime value of registered members. In this session, Amy will share how using consumer-first, always-on content, leveraging personalization and targeting, drives growth and consumer relationships across the General Mills portfolio of brands.

Amy Halford (@jammama)
Director, Digital Media General Mills
Palazzo E-H

WALLED GARDENS — MEASUREMENT CHALLENGES AND OPPORTUNITIES

A walled garden is a platform where the carrier or service provider has control over applications, content, and media, and restricts convenient access to non-approved applications or content. In the advertising industry, walled gardens restrict understanding of customer behavior across channels. Further, they do not allow end-to-end outside measurement of viewability and ad fraud and therefore have been accused of “grading their own homework.” But things are now changing. In this session, the CEO and Executive Director of the MRC will provide an update on the status of MRC's discussions with moving some of these walled gardens toward third-party auditing and the MRC accreditation process. That is critical to advertisers to maintain trust in their advertising investments on these platforms. 

George Ivie
CEO and Executive Director Media Rating Council
Palazzo E-H
10:25am Networking Coffee Break  

Palazzo Foyer
10:55am General Session (cont.)

CO-CREATION: BRANDS AND MEDIA PARTNERS WORKING TOGETHER

Co-creation provides a shared opportunity for a brand and media partner to deliver a culturally relevant experience to consumers that side step traditional advertising. Often, these co-creation moments are sparked by a unique event or moment in time that millions are interested in.  In this case, the 2016 presidential election provided the combined opportunity for CA Technologies and CNN to center on one thing – data. CA worked with CNN to create The CNN Politics App – a very real and valuable new property for CNN that allowed their audience an unprecedented view into the election that went beyond polling data, factoring in social sentiment, search and other data sets to deliver more informed, up to the minute information on the election.  This provided CA with the perfect showcase for their technology and CNN with a differentiated and valuable product that went beyond their broadcast and web properties.

Anna Griffin
Senior Vice President, Marketing CA Technologies
Palazzo E-H

THE MARRIAGE OF CONTENT MARKETING AND SOCIAL STORYTELLING

As content marketing and social care continue to grow as robust media channels of communication for consumers, organizations are finding it challenging to bridge the growing communication gap between content marketing, social marketing, social support, and the overall customer experience. In this session, the senior lead of social media and content marketing for Microsoft’s Consumer Software division will discuss ways for organizations to effectively utilize content marketing to bridge media gaps and close internal silos. She will explore key trends in content marketing and social care, what customers want from brands, and key internal players who affect social media and how to partner strategically with them.

Miri Rodriguez (@MiriRod)
Senior Lead Social Media and Content Marketing, Consumer Software Microsoft Corporation
Palazzo E-H
12:15pm Conference Adjournment


Cancellation Policy and Notes

Single ANA member and non-member conference registrations can be cancelled in writing only via email (registration@ana.net). Phone cancellations are not accepted. A 50% refund will be granted, if written request for cancellation is received by email 60 calendar days before the conference start date. No refunds will be granted for any cancellations received after the conference start date or for 'no shows.' Corporate packages are not eligible for cancelation. Unused registrations/applications have no monetary value and cannot be credited to future years or events. ANA will not issue refunds or credits due to failure to redeem a discount coupon during the registration process. A $125 processing fee will be assessed to change the name on a registration. Hotel room cancellations must be sent directly to the hotel. Please contact the hotel for further details.

Miscellaneous:
     1. The conference agenda is subject to change.
     2. A portion of your guest room rate will be used to offset conference costs.
     3. ANA accepts no responsibility for the loss of, or damage to, personal property.
     4. Registrations received after two weeks prior to the conference may not be included in the attendee list.