Committees | Events & Webinars | Digital & Social | ANA

Digital & Social

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NETWORKING BREAKFAST (9:00-9:45AM)
INTRODUCTIONS (9:45-10:00AM)


I.
XOJET: HOW A CHALLENGER LUXURY BRAND USES HIGHLY TARGETED DIGITAL (10:00-11:00AM)
XOJET, a leading private aviation company in North America, is at the forefront of a transformative industry shift away from fractional ownership in favor of flexible alternatives. How does a challenger brand with a mission to empower clients with more control over their travel experience use digital to drive awareness of its "disruptive" on-demand model, and ultimately compete with the incumbent? In this session, Shari Jones, Chief Marketing Officer – XOJET, and Deacon Webster, Chief Creative Officer – Walrus, will discuss how XOJET takes a fresh approach to talking about private aviation and uses highly targeted digital media to drive lead generation, taking you inside XOJET's latest "Power to the Passenger" campaign.

Speakers:
Shari Jones
, Chief Marketing Officer – XOJET
Deacon Webster
, Chief Creative Officer – Walrus


II. MEDIA TRANSPARENCY UPDATE
(11:15AM-12:15PM)
Ad Age identified media transparency as one of its 2014 "Biggest Stories of the Year." An ANA survey found that nearly half of respondents were concerned about the transparency of media buys – undisclosed rebates and programmatic buying were among the issues noted for transparency concerns. Following a discussion at the June 2014 meeting of the ANA Media Leadership Committee, it was agreed to assemble a task force to dive deeper into media transparency issues. In this session, we will discuss:

  • ANA Media Transparency RFP: In late June ANA issued an RFP to hire a consultant to conduct an independent third-party assessment on media transparency issues. The project seeks to identify truth and set the record straight about rebates and transparency-related concerns around programmatic buying, agency trading desks and more. The RFP asks for recommendations on better business practices for agencies, marketers, media, suppliers, and vendors; suggestions for how marketers and agencies can optimize confidence and trust; a "code of conduct"
  • ANA / 4As Media Transparency Task Force: The ANA is also working with the 4As on a joint Transparency Principles of Conduct and we will share an update on those efforts.
  • Programmatic Webinar Series: During the past year our work on rebates has grown to be recognized in the industry, leading to a vibrant discussion. The ANA board of directors is now involved and there are also joint conversations with the 4A's. In April 2015 we expanded the focus of the task force to programmatic buying. Following the same "recipe for success" we used on the rebate issue, as an initial step we invited some select outside consultants to educate us via webinars. We will share some of the key learning from the programmatic webinar series.

Facilitator:
Bill Duggan
, Group EVP – ANA


LUNCH (12:15-1:00PM)


III. MEMBER ROUNDTABLE DISCUSSION
: THIRD-PARTY MEASUREMENT FOR VIEWABILITY OF DIGITAL ADVERTISING (1:00-1:45PM)
In a recent ANA committee meeting, there was discussion around the need for independent measurement given that Google, Facebook, and Twitter will only provide their own third party metrics. In addition, members brought up that Google doesn't allow third party tagging and YouTube does not provide the ability to measure ad fraud. Given that Google, Facebook, and Twitter are three major players in the digital ecosystem, some members expressed that it is difficult to measure ROI when clients have to look at separate data sources. In this session, we will ask ANA Digital & Social Media Committee members to shed some additional light on this issue and provide their perspective.

Facilitators:
Bill Duggan, Group EVP – ANA
Meghan Medlock, Director, Committees & Conferences – ANA
Shannon Scanlin, Manager, Committees & Conferences – ANA


IV. PREDICTION, CREATION, AND IMAGINATION IN A DIGITAL AGE
(1:45-2:30PM)
In this session, Mashable's Chief Revenue Officer, Seth Rogin, will discuss how one of the leading digital media companies thinks about creating viral content across a multitude of distributed platforms, while also utilizing its own proprietary technology to create, amplify and analyze the content that's next for the digital age.

Speaker:
Seth Rogin, Chief Revenue Officer – Mashable