THE EVOLVING TELEVISION AND VIDEO LANDSCAPE – NEW RESEARCH!

In recent years constant change has affected where marketers place television and video advertising given growing online and mobile video consumption, new "over-the-top" TV services, household addressable ads, and "advanced TV" audiences defined outside of Nielsen ratings.  New research from ANA and Forrester provides insight on how marketers have adapted to the evolving television and video landscape and how the changes will affect their plans for the future.

Jim Nail (@jim_nail)

Principal Analyst Forrester Research

TRUST AND TRANSPARENCY IN MOBILE MARKETING AND MEASUREMENT

Programmatic advertising solutions may drive efficiency — but they lack personalization, relevance, context and precision. Today’s consumer trusts us to connect to them in relevant ways at their invitation. In this session, you will learn about the key elements of the Foursquare/Panera co-creation partnership learning journey which includes improvements in attribution and measurement to fully tap into the power of location intelligence to drive growth and sales. Through specific examples, discover new modern marketing measurement solutions that are becoming a reality.

Carol Wolowic

Senior Manager, Media Panera

THE FUTURE OF DATA AND ANALYTICS

In a new MediaVillage study, marketers identify data and analytics as the most important contributors to media decisions, ahead of brand safety and even cost efficiency. An all-star panel of experts will share what every marketer needs to know about the future of data and analytics. Issues addressed will include the reliability of data provided by major media companies and the quality of data shared by marketers with their agencies.

Jack Myers (@MediaVillagecom)

Chairman and Media Ecologist, Author MediaVillage

HOW MIGHT WE BRING MORE TRANSPARENCY, ACCOUNTABILITY, AND CONTROL TO ADVERTISING?

Over the past three years, Jon Mandel, K2, Ebiquity, and the ANA have raised awareness, spurred discussion, and presented a challenge of bringing more transparency, accountability, and control to advertising. What started as an investigation into rebates, has grown into an operating philosophy of better corporate governance. In this session, you’ll learn how one software company accepted the challenge and has struggled to bring this vision to reality.

Joe Pych

CEO Bionic Advertising Systems

ENTERTAINMENT

After dinner, attendees will be treated to a special performance by Billboard Top 100 singer/songwriters, Jack & Jack, courtesy of ANA Audio Partner iHeartMedia.

THUNDER: SOLVING BAD AD EXPERIENCES

Marc Pritchard sounded the industry alarm in 2017 saying, "It is time for marketers and tech companies to solve the problem of annoying ads and make the ad experience better for consumers." In 2018, the Coalition for Better Ads made up of P&G, Google, and other ad tech players like Thunder will begin promoting a new standard and blocking bad ads. This session will discuss how ad experiences can go wrong and how people-based marketing technology can solve these problems with new technologies that promise mass one-to-one marketing with personalized creative and optimized frequency.

Victor Wong

CEO Thunder Experience Cloud

WELCOME REMARKS

Michelle Wirth

Head of Industry Marketing, Automotive Quantcast

OPENING REMARKS

Bob Liodice

CEO ANA

OPENING KEYNOTE

For the third time in four years, Marc Pritchard will keynote the ANA Media Conference. Mr. Pritchard has been increasingly vocal about the industry’s need to elevate the productivity and transparency of the media supply chain, which currently contributes to marketing waste, inefficiency, and ineffectiveness. The challenges are complex and issues include brand safety, fraud, viewability and in-target impression measurement. A tremendous amount of progress has been made since Mr. Pritchard challenged the industry to watch out for “head fakes” regarding noncompliance with standards. Mr. Pritchard will cite progress the industry has made in these areas, gaps that still exist, and challenge the industry to continue to raise the bar while also providing  insights into how P&G has managed itself to align with Mr. Pritchard’s mandate.

Marc Pritchard

Chief Brand Officer, The Procter & Gamble Company Chair, ANA Board of Directors

TARGET PUTS "GUESTS" FIRST VIA PROGRAMMATIC, INFLUENCERS, AND ATTRIBUTION MODELS

Kristi Argyilan leads the team that is transforming all paid, owned, earned and shared media channels for the beloved Target brand. In 2016, Target launched its one-of-a kind in-house programmatic operation, Target Guest Access, leveraging first-party data to reach Target shoppers via the retailer's digital, mobile and media channels, while attributing in-store sales to specific ad impressions. Additionally, her team has built an in-house attribution capability that supports this work and created a dynamic influencer marketing program. In this session, Kristi will take us behind the scenes of the innovative work she is leading for one of the world's most cherished brands.

Kristi Argyilan

Senior Vice President, Media, Guest Engagement and Measurement Target

THE MOST QUOTED MAN IN ADVERTISING

In his role as a leading industry analyst, Brian Wieser is responsible for the coverage of all things advertising. He is well known for his deep understanding of the industry honed from his years as an advertising agency executive and his substantial rolodex of industry practitioners. Advertising Age calls Brian, "The most quoted man in advertising." In this session, Brian will provide his perspective on media issues and trends – agencies, video, digital, ad-tech, marketing tech, measurement and more.

Brian Wieser

Senior Research Analyst – Advertising Pivotal Research Group

FORD MOTOR COMPANY: THE ART & SCIENCE OF MEDIA INNOVATION

The Ford Motor Company is a classic brand known for taking risks and investing in innovation to build relationships with a new generation of consumers. The pressure to innovate has never been so high and the ROI of new technologies remains difficult to measure. Ford is justifying this type of investment with dynamic team to help them navigate "what, when, and how" of media innovation. In this session, the head of U.S. Integrated Marketing & Media for Ford Motor Company will share their approach to media innovation.

Lisa Schoder

U.S. Integrated Marketing & Media Lead Ford Motor Company

HOW MLB HITS A HOME RUN WITH FANS WITH AN AUDIENCE-FIRST APPROACH

With Opening Day on March 29, Major League Baseball is ready to step up to the plate and grow in 2018. MLB has always been an early adopter of technology — from streaming to programmatic to mobile. As one of the first brands to build an in-house team to drive the shift from media planning and buying to audience planning and buying, MLB has been leading with digital to build an experience ecosystem for baseball fans. In this session, the SVP of Marketing at MLB, Barbara McHugh, chats with Quantcast’s CMO Steven Wolfe Pereira to share her perspective on how MLB drives growth and fan engagement with an audience-first approach.

Steven Wolfe Pereira

Chief Marketing and Communications Officer Quantcast

AMERICAN EAGLE OUTFITTERS: RETAIL SUCCESS STORY IN THE DIGITAL AGE

American Eagle Outfitters is a gen Z and millennial retailer that has grown and transformed their business over the last few years through highly effective marketing. Their secret? They leverage data-driven audience insights across teams and let those insights drive the creative and media process. They are truly disrupting the retail landscape through chat bots, award-winning influencer, content and e-commerce marketing programs, and by abandoning the silo-ed team structure in favor of a data-driven approach to media and creativity to break down barriers to marketing success in the age of digital. Kristen D'Arcy, who runs media, digital marketing and social for American Eagle Outfitters, will take us on a journey of how this retailer maintains its leadership position among the gen Z and millennial audiences.

Kristen D'Arcy

Head of Performance Digital Marketing & Media American Eagle Outfitters

TRANSPARENCY: 3 YEARS AFTER JON MANDEL

The transparency issue burst onto the scene at the 2015 ANA Media Conference with former media executive Jon Mandel's session. The K2 Intelligence report followed and concluded that non-transparent business practices, including cash rebates to media agencies, were pervasive in the U.S. media buying ecosystem. Marketers have responded with updates to the advertiser/agency contract, audits and changes to programmatic buying practices. This session will highlight recommendations and specific action steps taken by marketers to address media transparency issues.

Douglas J. Wood

Partner Reed Smith LLP

BREAKFAST ROUNDTABLE DISCUSSIONS

We are organizing a number of tables at breakfast for attendees to informally discuss key issues. Each participating table will be marked with a topic. Those who would like to participate should arrive at the start of breakfast. Topics and moderators include:

ROUNTABLE: INFLUENCER MARKETING: OPPORTUNITIES AND CHALLENGES

Facilitator: Michael Kelly
Senior Manager, Social Media & Influencer Programs
Plantronics
ANA Media Leadership, West Coast Chapter Committee Chair

ROUNDTABLE: PROGRAMMATIC MEDIA

Facilitator: Brad Feinberg
Senior Director of Media & Consumer Connections
MillerCoors
ANA Digital & Social, Midwest Chapter Committee Co-Chair

ROUNDTABLE: ADVANCED TV

Facilitator: Stevie Benjamin
Vice President, Media Strategy
Target Corporation
ANA Digital & Social, Midwest Chapter Committee Co-Chair

THE RIGHT PLACE AT THE RIGHT TIME: HOW ADVERTISERS CAN HONE IN ON ADVANCED AUDIENCES

Through use of Turner’s advanced audience platform and second-by-second TV viewing data married to consumer spending behaviors from Comscore and others, a new approach is revolutionizing the way in which advertisers are able to identify the most effective audience segments available. As a result of this new data, advertisers are increasingly able to reach target consumers and to demonstrate positive impact beyond impressions for their brand.

Join Comscore’s SVP, National TV, Carol Hinnant and Beth Rockwood, VP Portfolio Research, from Turner Broadcasting System, Inc. in a fireside chat to learn how Turner is helping various advertisers take a closer look at their current TV strategy to better understand how to reach more of their target audience and have a greater impact on how audiences respond to their message and brand.

Carol Hinnant

SVP, National Networks Comscore

JOHNSON & JOHNSON: MODERN MARKETING FOR A HOUSE OF BRANDS

Luke Kigel is responsible for leading Johnson & Johnson’s global media investment, managing global media agency relationships, and leading the company’s approach to programmatic and real-time data-driven precision marketing.  In this session, he will discuss how J&J is utilizing unique media opportunities to lean into J&J’s “modern marketing” agenda of how they connect with audiences in hyper-relevant ways leveraging the latest technology, tools, channels and platforms.

Luke Kigel

Senior Director, Total Brand Experience Johnson & Johnson

LA QUINTA INNS & SUITES: CROSS AND OMNI CHANNEL MEDIA

As the Director of Integrated Media for La Quinta Inns & Suites, Amy Bartle has been focused on multi-platform media delivery to travel consumers since 2009. While consumers have broadly adopted the multi, cross and omni channel world of content consumption, media research and planning tools have lagged behind. The "platform wars" being waged in the headlines of industry newsletters aren't helping. This session will discuss the challenges and possible solutions to cross and omni channel media planning, including a discussion on what publishers and research partners could do to help.

Amy Bartle

Director, Integrated Media La Quinta Inns and Suites

CONSUMER CONNECTIONS 2020

Anheuser-Busch InBev is the world's largest brewer. Lucas Herscovici has global responsibilities for media. It's a big and fascinating job. AB InBev recently concluded a global media agency review intended to reduce complexity and structure an approach to marketing into a more consistent operating model. In this session Lucas will discuss learnings from that media agency review as well as AB InBev's approach to data, programmatic buying, earned media and how they are evolving their connections model to the twenty-first century.

Lucas Herscovici (@luhersco)

Global Marketing VP of Consumer Connections, Insights and Innovation Anheuser-Busch InBev

MOVING OUR MEASUREMENT AGENDA FORWARD

Over the last few years marketers have had increasing focus on the quality and transparency of digital measurement to reduce advertising waste and foster transparent data-enabled decision making. This focus began with the launch of viewability and quickly moved into an expanded set of ANA marketer priorities including the elimination of invalid traffic and fraud, securing of  brand-safe environments, and receipt of in-target audience metrics across media. The agenda has also led to steps to break into “walled gardens” to enable accreditation.  The Media Rating Council has led the work required on these areas, through standard building, third-party audit management and designing sophisticated validation exercises which ultimately hold the digital ecosystem to the highest possible standard of transparency and accountability. The session will both educate and provide an update on the delivery of the industry’s measurement agenda.

George Ivie

Executive Director and CEO Media Rating Council

HOW ANA MEMBERS ARE USING INFLUENCER MARKETING

According to a brand new ANA survey, three-quarters of ANA member companies have used influencer marketing in the past year. Furthermore, the main objective when engaging in influencer marketing is brand awareness.  In this session we’ll share full results of this survey including insight on types/number of influencers used, media channels employed, compensation, legal disclosure, measurement, and more.  Additionally, the Senior Manager of Influencer Programs & Social Media at Plantronics will share how Plantronics is incorporating best practices into their influencer marketing campaigns.

Meghan Medlock

Senior Director, Committees & Conferences ANA