New York Mariott Marquis, Times Square
1535 Broadway
New York, NY
Agenda
Tuesday, March 20
7:30 am
Continental Breakfast
8:30 am
General Session
HOSTS:
Morning Session Hosted by Chris Matthews of NBCU's The Chris Matthews Show and MSNBC's Hardball with Chris Matthews
Afternoon Session Hosted by Mike Jerrick and Juliet Huddy of The Morning Show with Mike and Juliet, distributed by Twentieth Television
ADVERTISERS - WAKE UP AND TAKE A STAND! Corporations today are spending millions of dollars on spots that entertain but inspire neither brand recall nor carve out any unique, meaningful positioning in the marketplace. Joe Tripodi, senior vice president and chief marketing officer of Allstate Insurance Company-the nation's largest publicly held personal lines insurer, discusses who's doing it right, who's doing it wrong, and how to avoid wasting advertising dollars by yielding to this trend. Watch out for "Tripodi's Pet Peeves"-advertisers, agencies, and media beware!
Joseph V. Tripodi Senior Vice President and Chief Marketing Officer Allstate Insurance Company
THE ADVERTISER'S VIEWPOINT: COMMERCIAL RATINGS AND INTEGRATION FEES In March 2003 Andy Jung wrote an article for ANA's The Advertiser magazine that called for ratings of individual commercial units. With the industry currently debating commercial ratings, Mr. Jung was a man ahead of his time. He is an involved member of the ANA Television Advertising Committee, which is recommending that the industry make ratings of individual commercial units available, and not just average ratings of all commercials within a program. Further, Mr. Jung believes that network integration fees are a legacy charge that have no place in today's digital world.
O. Andrew Jung Senior Director, Advertising & Media Services Kellogg Company
10 ISSUES IN 40 MINUTES Brace yourself for a super-charged session. Buyers and sellers will discuss and debate key issues, including commercial ratings, the eMedia trading exchange, the quality of programming, the upfront, and more.
Moderator Jonah Bloom Editor Advertising Age
The Buyers John Muszynski Chief Executive Officer Starcom USA
Joseph Uva President and Chief Executive Officer OMD Worldwide
The Sellers David Levy President, Turner Entertainment Advertising Sales & Marketing President, Turner Sports
Michael Shaw President, Sales and Marketing ABC Television Network
THE DIGITAL OPPORTUNITY According to Mediaweek, NBC Universal's "broad and fast-paced digital strategy" has pushed the company back into the race for new-media mind share. Beth Comstock is driving the bus that has transformed NBC into a digital leader. Offerings include programs streamed on http://www.nbc.com/, original Webisodes (e.g., The Office), a YouTube partnership, original broadband programming and channels (StarTomorrow and dotComedy.com), iVillage, and social networking. Part of her strategy is to look at developing advertising metrics beyond basic ratings.
Beth Comstock President, Digital Media and Market Development NBC Universal
THE ADVERTISER'S VIEWPOINT: THE IMPORTANCE OF HISPANIC TELEVISION As the composition of the U.S. population changes, the role of Hispanic television is increasing in importance, since Hispanics continue to be a growth segment for many advertisers. Meanwhile, the media landscape is changing as Univision--now the #5 network in the country--is being sold, and Telemundo has a new head of sales. The entire advertising industry that does business on Hispanic television will be using Nielsen's NTI for the first time ever. How will all these changes impact Spanish-language advertising as well as the English-language networks?
Rob Master Director Unilever
12:30 pm
Luncheon
Discovery Networks will provide the luncheon speaker at this year's TV Forum. Discovery Communications, Inc. (DCI) is the leading global real-world media company, with operations in 170 countries and territories reaching 1.4 billion subscribers. DCI's 100-plus worldwide networks of distinctive programming represent 28 trusted brands, including Discovery Channel, TLC, and Animal Planet. Discovery also brings the real world to the whole world through its global multiplatform initiatives, including Discovery Travel Media, Discovery Mobile, and multiple broadband services.
2:00 pm
General Session Resumes
NISSAN'S MEDIA EVOLUTION Jan Thompson oversees the development and execution of product marketing campaigns and promotions for Nissan and Infiniti. While television is still an important component of Nissan's marketing plan, its media mix has evolved to include Webisodes, blogging, consumer-generated content, branded entertainment, and more. Nissan's newest campaign features comedian Marc Horowitz living out of a Sentra.
Jan Thompson Vice President, Marketing Nissan North America, Inc.
MEDIA ADVOCACY GROUPS - FRIEND OR FOE? The Parents Television Council's mission is to promote and restore responsibility and decency to the entertainment industry in answer to America's demand for positive, family-oriented television programming. They claim to serve as "the conscience" of the broadcast television industry and corporate advertisers; however, marketers sometimes feel threatened by advocacy groups when attacked for advertising during "controversial" programming or for the "offensive" content of their creative. Organized email campaigns, threatened boycotts, and public lists of "the worst advertisers" are all tactics used by advocacy groups.
This debate will explore the mission and tactics of advocacy groups and how advertisers and such groups can coexist.
Moderator Claire Atkinson Deputy Media Editor Advertising Age
Panelists Dan Jaffe EVP, Government Relations
ANA
Tim Winter President Parents Television Council
THE ADVERTISER'S VIEWPOINT: THE PROMISES AND CHALLENGES OF HD
The mass penetration of HDTV is right around corner, which will dramatically enhance the viewing experience. However, there are related issues that the industry must grapple with: (1) a lack of advertiser understanding of production and editing processes and HD spot costs, (2) inconsistent standards and trafficking requirements of broadcasters for the acceptance of HD spots, and (3) consumer confusion, as many viewers mistakenly believe they are watching certain programs in high definition.
John Lick Senior Manager, Executive Producer Broadcast Advertising
Target Corporation
CHAOS SCENARIO II - THE REVENGE Bob Garfield's provocative April 2005 Ad Age article asked: "What happens if the traditional marketing model collapses--with television as its centerpiece--before a new and better alternative is established?" While the future isn't quite here yet, the digital revolution is well in progress. However, revolutions are neither seamless nor smooth, and there is no way to transition into anything so radically different without chaos.
As more control has been placed in the hands of consumers, they have shown every intention of exercising it. There is major trouble ahead. The law of diminishing returns will eventually kick in, and advertisers who have paid more and more for less and less will not do so indefinitely and will begin to abandon network television. Ad prices will fall and profitability will disappear. Program development will suffer, leading to more advertiser defection and so on, in a consuming vortex of ruin. There will be a transition from mass media to micro media and mass marketing to permission marketing."
Yes, it's been almost two years since Bob Garfield introduced "chaos." He will review those predictions (gloat a bit too) and discuss what else the future holds.
