Digital & Social

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HOUSEKEEPING & INTRODUCTIONS (11:00AM ET)
MEMBER ROUNDTABLE & FIRESTARTER SESSION (11:05 – 11:30AM)
ANA Digital & Social Committee members will have an opportunity to network and discuss key issues/challenges/opportunities. We will have an open discussion and break up into smaller groups to benchmark and network on issues related to topics such as COVID-19, influencer marketing, content marketing, using social media for brand purpose, using social media during times of social unrest, new technologies, data and analytics, and more!

Facilitators:
Lisa Bialecki, Sr. Director, Integrated Communications - Rust-Oleum and Digital & Social, Midwest Chapter Committee Co-Chair
Brad Feinberg, North America, VP of Media & Consumer Engagement - Molson Coors and Digital & Social, Midwest Chapter Co-Chair
Michael Kelly, Senior Influencer Program and Social Media Manager – Poly and Digital & Social, West Coast Chapter Chair

I. HOW ADT CRACKED THE SOCIAL CODE AND GREW ITS IN-HOUSE TEAM (11:30AM-12:15PM ET)
Social and Content Marketing in 2020 required many marketers to pivot and redefine what success looks like. At the beginning of 2020, ADT's social and content calendar was planned three months in advance. But with the global pandemic changing the world as we knew it, pre-planned content was no longer relevant. ADT's digital brand team quickly pivoted into a real-time value exchange strategy that taps into what people come to social to do: engage, converse, and share. This new holistic content, social, and paid strategy led to continuously record-breaking months -- and the need to grow the team to support all of the manual work across real-time content ideation, social execution, and media optimizations.

In this session, attendees will learn:

  • ADT's Social Media and Content talent organization
  • How to build a business case to grow your in-house team
  • Insights into what social content consumers are engaging with

Speaker:
Stacie Dauffenbach, Director of Digital Brand – ADT

II. DIGITAL AD SPENDING AND TRENDS IN 2021: EMARKETER'S OUTLOOK (12:15PM-1:00PM ET)
2020 was the toughest year for media spending in over a decade. Digital advertising proved resilient compared to traditional, but growth was well below trend and channel allocations shifted to meet the needs of the pandemic economy. 2021 will bring a return to double-digit growth for digital, and a rebound for traditional media — but not a return to the past. In this session, Nicole Perrin, Principal Analyst from eMarketer will walk you through the most important points of their latest forecast of digital and traditional ad spending in the U.S., plus highlights from major global markets.

Attendees will learn:

  • How fast digital and traditional media spending will grow in 2021 (and beyond)
  • Which channels are driving more investment in digital ads, and why
  • How the pandemic affected advertisers' digital ad allocations, and which of those shifts will be permanent
  • eMarketer's outlook on major trends for digital advertisers to be aware of in 2021 including changes to how they can identify users and measure results, and the continued rise of e-commerce channel advertising

Speaker:
Nicole Perrin, Principal Analyst - eMarketer