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TV & Everything Video Forum presented by Google

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TV and video continue to present great opportunities to advertisers. In addition to "traditional" television, the TV & Everything Video Forum presented by Google will explore the use of video on any type of screen or device including online video, mobile marketing, out-of-home video, gaming, and more. The ANA TV & Everything Video Forum presented by Google will attempt to make sense of this new television and video marketplace. Insight from client-side marketers as well as iconic industry thought leaders will be front and center.

Hosted by:
ANA TV & Video Committee Co-chairs

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

Colleen Milway
Global Media Director

Campbell Soup Company

When
Begins:Thursday, February 10, 2011 at 7:30am
Ends:Thursday, February 10, 2011 at 4:30pm
Where

Grand Hyatt New York
109 East 42nd Street At Grand Central Terminal
New York, NY 10017

The ANA has negotiated a special room rate of $259/per night, the reservation cut-off date for the hotel is Wednesday, January 19, 2011, after which prevailing rates apply. Please call (800) 233-1234 or (212) 883-1234 and mention the Association of National Advertisers when making the reservation. For hotel information, please visit the Grand Hyatt New York's website at: http://grandnewyork.hyatt.com/hyatt/hotels

Agenda
 

Pre-Conference Bonus Session on Wednesday, February 9, 2011

 

ANA MOBILE MARKETING DAY

Hosted by Reed Smith LLP
Time: 2:00 pm - 5:00 pm
Location:
Reed Smith LLP
599 Lexington Avenue, 22nd Floor
New York, NY 10022

BRAVO TOP CHEF: JUST DESSERTS CASE STUDY
BRAVO worked with 360i to promote their latest Top Chef installment, Top Chef: Just Desserts, with an integrated digital and location-based mobile program to raise awareness among their target audience of young, urban foodies. On premiere day, dubbed "Just Desserts Day," BRAVO unleashed a mobile-social blitz, providing viewers with opportunities to connect with the brand at real-world locations like the hottest restaurants and stores in cities across the country. BRAVO also partnered with Foodspotting (a food-based mobile app); Twitter and Foursquare helped sweeten the deal. Discover how BRAVO drove tens of millions of impressions through mobile marketing which also allowed BRAVO's viewers to connect with the show before the first episode even aired.

Ellen Stone
Senior Vice President of Marketing
BRAVO

David Berkowitz
Senior Director of Emerging Media & Innovation
360i
____________________________________________________

GOOGLE: ADDRESSING MOBILE USAGE TRENDS AND LEARNINGS
Google Mobile has grown into a billion dollar business that is now the largest mobile search, display and video network in the world. In this session, you will learn the latest mobile marketing and usage trends from Elliott Nix at Google Mobile Ads who was instrumental in fueling Google Mobile's significant growth.

Elliott Nix
Senior Account Executive
Google Mobile Ads
____________________________________________________

I KNOW WHERE YOU WILL BE NEXT SUMMER AND OTHER MYTHS OF MOBILE MARKETING
The mobile advertising legal and regulatory landscape is littered with emotional rhetoric. Online behavioral advertising, tracking and location based marketing with some consumer groups, legislators and regulators foretelling doom could be the end of privacy as we know it. But do we actually 'know it?' Mobile marketing represents a further convergence of advertising and technology and this session will explore the current state of law and regulation in mobile marketing - what's real and what's hot; what's coming and what's not.

Joseph Rosenbaum
Partner
Reed Smith LLC
____________________________________________________

 

Thursday, February 10, 2011

7:30am Breakfast
Sponsored by RMG Networks
8:30am General Session
 

THE TV & EVERYTHING VIDEO REVOLUTION
ANA President & CEO Bob Liodice will discuss tectonic changes in the television and video landscape.  He will address timely issues regarding measurement / management of brand assets and potential regulatory initiatives that require vigilant industry attention.  Specific topics include:

• Brand-Specific Commercial Ratings: a joint initiative with Nielsen to increase granularity of commercial ratings
• Interactive Television: a custom research project with Canoe and a roster of ANA members to explore the effectiveness of interactive television
• Ad-ID: how the asset coding system for the advertising industry is expanding and gaining vendor acceptance
• Cross-Platform Measurement: a collaborative effort of ANA, 4A’s and IAB  to bring increased focus on digital measurement and greater clarity regarding the impact of media mix elements on sales
• Online Behavioral Advertising: the industry’s self-regulatory program to protect consumer privacy in ad-supported interactive media

Bob Liodice
CEO & President
ANA

Q&A Moderator:
Joe Mandese
Editor-in-Chief
MediaPost
____________________________________________________

CONFERENCE KEYNOTE: AL GORE
Al Gore served as the 45th Vice President of the United States and was the Democratic Party nominee for President in the 2000 election. Today, he is an author, environmental activist, and businessman-the latter as Chairman of Current TV. In this conference keynote, Mr. Gore will discuss opportunities in TV and video advertising and how the increasingly empowered consumer is a catalyst for marketer innovation.

Al Gore
Chairman
Current TV

Q&A Moderator:
Bill Griffeth
Co-Anchor, Closing Bell
CNBC
____________________________________________________

10 TIPS FOR SUPER BOWL SURVIVAL
Best Buy ran its first-ever Super Bowl ad , pairing celebrities Justin Bieber and Ozzy Osbourne. to highlight its new Buy Back Program. Barry Judge offered his ten tips for Super Bowl survival including have a big idea, find the biggest stage, and keep the buzz going after the big game.

Barry Judge
Executive Vice President, Chief Marketing Officer
Best Buy Co., Inc.

Q&A Moderator:
Bill Griffeth
Co-Anchor, Closing Bell
CNBC
____________________________________________________

ESPN 1-ON-1 WITH DAVID STERN, NBA COMMISSIONER
ESPN personality Hannah Storm will interview NBA Commissioner David Stern, covering key issues related to television, new media and advertising/marketing in general. Issues to be covered will likely include:

• The state of the game
• 3D television and its importance to the NBA
• Hispanic outreach efforts, including alliances with Univision and ESPN Deportes
• Role of social media including Facebook, Twitter and YouTube
• Sponsored jerseys
• Global - what's next
• WNBA - where is the league going and will the NBA continue to support
• Labor
• Corporate partners - what the NBA is looking for

David Stern
Commissioner
National Basketball Association

Hannah Storm
Host, ESPN Sports Saturday
Co-Host, SportsCenter

ESPN
____________________________________________________

AMERICAN FAMILY INSURANCE GROWS THEIR "FAMILY" THROUGH MULTIPLE SCREEN MARKETING
Only a few years ago, American Family Insurance allocated the majority of their media mix to a more traditional 30-second television approach with its modest marketing budget, in an ultra-competitive category. In 2009, American Family Insurance launched its first branded entertainment web series which included several integrated entertainment programs with multiple media partners. American Family Insurance has also become a category leader in social media, gaming, and is also the first insurance company to advertise on the iPad. Discover how American Family Insurance, an 80+ year old marketer, leverages brand-building initiatives through multiple screen marketing efforts to grow their business.

Lisa Bacus
Vice President, Marketing
American Family Insurance

Telisa Yancy
Director, Advertising, Brand and Media

American Family Insurance

Q&A Moderator:
Jack Myers
Media Economist and Chairman
Media Advisory Group
____________________________________________________

1:00pm Luncheon
Sponsored by Google

LUNCHEON KEYNOTE - VIDEO ADVERTISING 2.0: LOOK AT YOUR MEDIA PLAN ... NOW LOOK AT ME
Video advertising used to be easy. There were only a few networks, and content creation was restricted to large studios. Today, the landscape is complex. The cost of content production and distribution is trending to zero, and the devices to access video are proliferating. That complexity makes the job of the marketer more difficult, but it also offers great opportunity for those who know how to take advantage.

Remarks by:

Michael Steib
Director, Video Ads
Google Inc.
____________________________________________________
 

PERFORMANCE BY CRYSTAL BOWERSOX
Sponsored by VEVO

Crystal Bowersox's emotive folk-rock-country style was catapulted from the cramped coffeehouses and cavernous subway tunnels of Chicago to millions of homes across America when she placed second on last year's season of American Idol. Crystal's first studio release, "Farmer's Daughter," (19 Entertainment/Jive Records) chronicles her personal experience of dealing with a dark childhood, to finding love and happiness as a young woman, and everything in between. Watch the video on VEVO for her first single, title track Farmer's Daughter.

____________________________________________________

CREATIVITY IN VIDEO MEDIA
From the creative leader who gave you BMW Films, HBO Voyeur, GE's One Second Theater, M&M's Inner M, Ram Challenge and the ground-breaking HBO Imagine, comes a presentation from David Lubars about...TV. Huh? Come find out why.

David Lubars
Chairman and Chief Creative Officer
BBDO North America

Q&A Moderator:
Jennifer Rooney
Editor, CMO Strategy and Talentworks
Advertising Age
____________________________________________________

10 ISSUES IN 50 MINUTES
So many important issues and so little time! Join our all-star panel moderated by the TV editor of Advertising Age.

Issues:
1. Coalition for Innovative Media Measurement (CIMM)
2. iTV and Canoe
3. 3D Commercials
4. Product Placement/ Integration
5. Mobile
6. Online Video
7. Social Media
8. The Upfront
9. Retransmission Fees
10. The Super Bowl

Moderator:
Brian Steinberg
Television Editor
Advertising Age

Panelists:
Marianne Gambelli
President, NBC Network Advertising Sales

NBC Universal, Inc.

Edward C. Gold
Advertising Director
State Farm Insurance Company

Bill Koenigsberg
President, Chief Executive Officer and Founder
Horizon Media, Inc.
Chairman, 4A's Media Policy Committee

David Levy
President of Sales, Distribution, and Sports
Turner Broadcasting System, Inc.

Pam Zucker
President, Marketplace Ignition and Innovation
MediaVest USA

4:30pm Adjournment

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