TV & Everything Video Forum Presented By YouTube

Thursday, February 11, 2010

Breakfast Sponsored by RMG Networks

WELCOME
Garry McGuire
Chief Executive Officer
RMG Networks

OPENING REMARKS
Bob Liodice
President and Chief Executive Officer
ANA 

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SUBWAY'S FRESH TAKE ON BRANDED MESSAGE INTEGRATION
Product placement is a thing of the past. Message integration is now the better way to connect with consumers, and Subway is at the forefront of this movement. Through television (Biggest Loser, Chuck, Jimmy Kimmel) and online video (ESPN Fresh Take, MSN Fit to Boom), Subway is finding new and innovative ways to seed its message with consumers and will discuss its branded message integration process-from aligning with the right partners to working a brand message organically into programming.

Tony Pace
Senior Vice President and Chief Marketing Officer
Subway Franchisee Advertising Fund Trust 

NAVIGATING THE NEW NORMAL: HOW KRAFT IS EVOLVING MESSAGING DISTRIBUTION IN TODAY'S VIDEO MARKETPLACE
Between the practice of broadcasting and the promise of addressability lies the new video normal, an environment where scale is aggregated and attention is earned. Relevance and engagement are the new currencies that consumers elect in a time-shifted world to tune-in or opt-out to brand stories from marketers. Kraft is evolving how they think and act in today's media environment as both a scaled marketer and a scaled publisher balancing "shiny and new" with "tried and true."

Mark Stewart
Vice President, Global Media Services
Kraft Foods, Inc.
2009 Ad Age Media Mavens Award Winner

CISCO'S FULLY INTEGRATED JOURNEY
Cisco's vision is to change the way people work, live, play, and learn. Multi-platform marketing and advertising efforts using 360-degree programs that offer television, Web, print, and even product placement and integration into a show, are helping customers experience ways that Cisco makes this happen, at work and at home. 

After discovering that people stayed on its Web sites longer when it is featured, video has moved to the forefront of Cisco's online communications with customers. Cisco has also used virtual environments to invite partners and customers to connect on its platform, successfully incorporating live video discussions. The company continues to expand its business by making video for personal use more prevalent. 

Attendees will get new ideas on tackling the media mix, taking on a fully integrated approach leveraging television, online video, user-generated content, and more.

Carlos Dominguez
Senior Vice President
Cisco Systems, Inc.

Marilyn Mersereau
Senior Vice President, Corporate Marketing
Cisco Systems, Inc. 

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INSIGHT FROM YOUTUBE
Shishir Mehrotra, director of product management at Google, will discuss what he's learned about online video at the helm of YouTube—the evolution of video from broadcast and cable to online video, how viewer fragmentation across TV and online affects marketers, and the fact that great video content can come from anywhere.

Shishir Mehrotra
Director, Product Management
Google

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1:15pm

Luncheon

General Session cont. 

THE PATH TO BRAND-SPECIFIC COMMERCIAL RATINGS
ANA and Nielsen Media Research have been collaborating on an initiative to increase the granularity of commercial ratings. Many advertisers want brand-specific commercial ratings that can answer the question, "How many people actually had the opportunity to see my spot?"  The most-promising test to date to has been the "In-Home Commercial Ratings Pilot Test," as Nielsen has called the test results, "A clear path to brand-specific commercial ratings." Details of the test and the opportunity for the industry will be addressed in this session.

Bob Liodice
President and Chief Executive Officer
ANA

Terrie Brennan
Senior Vice President, New Business Development
The Nielsen Company

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PEPSICO'S APPROACH TO TELEVISION IN TODAY'S NEW MEDIA LANDSCAPE
PepsiCo is at the forefront of the ever-changing media landscape in its innovative approach to media convergence. For example, PepsiCo recently ran a video ad with CBS in Entertainment Weekly magazine to co-promote Pepsi Max and the CBS fall lineup. The company's strategic approach to television and how it is incorporated within its overall marketing and media mix will be discussed. Also, ideas on best practices regarding how to organize internal and external partners to create and develop integrated media and marketing campaigns will be shared.

Seth Kaufman
Director, Media Strategy
PepsiCo North America Beverages

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CONTENT DRIVES ADVERTISING ROI
Learn how to gain a greater advertising ROI. ANA Alliance for Family Entertainment members will discuss how they expect to obtain a 30 percent increase in advertising effectiveness by placing advertising in appropriate content. The Alliance uncovered this startling finding after conducting proprietary research in response to members' concerns that there weren't enough family programs to optimize their marketing dollars. In this session you will hear the stunning research results and learn how to significantly increase the impact of your advertising by maximizing the value of appropriate content. 

Pat Gentile
General Manager, Procter & Gamble Productions
The Procter & Gamble Company
Alliance for Family Entertainment Co-Chair

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THE FUTURE OF TELEVISION AND VIDEO ADVERTISING
A joint ANA/Forrester Research survey asked national advertisers about their attitudes towards television and video advertising and the impact new technologies will have on their advertising budgets. The study examines television's evolving role in the media mix and how advertisers are exploring emerging video technologies, such as addressable TV and Internet video to diversify their advertising spend. This is the fifth ANA/Forrester Research survey of advertisers on this topic; previous surveys were fielded in 2002, 2004, 2006, and 2008.

David Cooperstein
Vice President, Research Director
Forrester Research, Inc.

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VIDEO: THE REAL FUTURE OF REAL ESTATE
No one can predict the future of home sales, yet because of the first branded YouTube real estate channel, Coldwell Banker On Location, one thing is certain - video in housing is here to stay. Coldwell Banker, a real estate industry leader, is focusing efforts on video as the next real estate search tool and will discuss the strategy behind this major move toward video and how it is impacting the business.

Michael Fischer
Senior Vice President, Marketing
Coldwell Banker Real Estate LLC