2017 ANA Media Conference Presented by Quantcast

MEDIA TRANSPARENCY: CURRENT STATUS AND NEXT STEPS

The issue of media transparency burst on to the scene following a presentation at the 2015 ANA Media Conference and has probably been the biggest story in the advertising industry since then. The ANA was recently honored to be recognized by Advertising Age on its 2016 year-end Marketer A-List for our work on transparency.This session will recap the current state of the transparency discussion with a focus on practical action steps and solutions. 

Bill Duggan (@BillDuggan)

Group Executive Vice President ANA

THE NEXT INDUSTRY FRONTIER: TRUST, TRUTH AND TRANSPARENCY IN MOBILE MEDIA MEASUREMENT

Mobile is widely recognized as imperative for marketers.  However, the measurement, transparency and behavioral implications are still opaque.   Marketers and their agency partners struggle with consumer privacy issues, the veracity of location data, load times, sponsored posts, messaging texts, custom geo-filters, and countless other challenges while the opportunity for mobile measurement has never been more important. In this groundbreaking session, Gayle Fuguitt, former CEO of the Advertising Research Foundation and newly appointed Chief of Insight and Innovation at Foursquare and George Ivie, Chief Executive Officer and Executive Chairman of the Media Ratings Council (MRC) will share vision, strategy and significant progress on location-based metric certification and provide an update on the Measurement Mandate by invoking the industry to quantify and certify mobile measurement metrics through the MRC.

Gayle Fuguitt

Chief of Customer Insight and Innovation Foursquare

MEDIA AGENCY REVIEWS

The past two years have seen an unprecedented number of media agency reviews. There are many reasons for this surge in reviews: a rapidly evolving digital media environment (e.g., programmatic buying and content marketing), the need for a sophisticated approach to data management, and the desire to cut costs to help make media dollars go farther. This session will feature a client, media agency, and consultant providing perspective on how pitches are changing, exploring issues including the requests major advertisers are making in media pitches, how agencies are changing the way they differentiate themselves, new compensation models, unlocking the best strategic talent within a media agency, and becoming a priority client.

Moderator:

CASHING IN ON THE CURRENCY OF CONNECTION

Great marketing builds connections with people. That’s because the real currency of marketing is attention. Today, marketers face unprecedented challenges in the competition for attention and the ability to connect with customers. Yet at the same time, marketers know more about their customers and have more technical capability than ever to reach their customers. Listen as industry veteran and dataxu CRO Ed Montes shares his thoughts on how to overcome this industry challenge as individual practitioners and leverage this sea of data and technology to establish meaningful connections that propel our brands and businesses forward and reclaim the attention of our customers. 

Ed Montes

Chief Revenue Officer dataxu

LEVERAGING MEDIA QUALITY AND VIEWABILITY FOR DIRECT IMPACT ON ROI

Understanding media quality is essential in ensuring your campaign has the opportunity to be seen. But once optimal viewability is achieved, how does one ensure a campaign is reaching and influencing consumers? Join John Marshall, Manager of Media & Advertising Technology at HP, and Aaron Stettner, VP of Sales at Integral Ad Science, as they discuss going beyond viewability by tackling attention, user exposure, and frequency.

Aaron Stettner

VP, Sales Integral Ad Science

WELCOME

Christina Cubeta

Vice President, Global Marketing Quantcast

OPENING REMARKS

Mr. Liodice will open the conference with an update on the ANA’s leadership agenda, showcasing some recent examples from marketers who have embraced creativity and technology to drive growth. However, with much work still to be done, Mr. Liodice will turn to the key priorities that require the industry’s chief marketing officers to come together for the betterment of the industry and consumers. These priorities make up the agenda of the ANA Masters Circle – the community of chief marketing officers whose collective efforts will create the momentum needed to drive the industry forward.

This session will then continue directly into the opening keynote where Marc Pritchard, chief brand officer at P&G and chair of ANA’s Board of Directors, will share personal insights and experiences that are making a difference for him, his brands and ultimately for the industry.

Bob Liodice

Chief Executive Officer ANA

OPENING KEYNOTE

Following on the opening remarks from Bob Liodice, Marc Pritchard, P&G’s chief brand officer and chair of the ANA Board of Directors, will help bring to life why it is important for chief marketing officers to increase their personal involvement in their media investments. He will openly share practical examples of “how” he is doing this himself at P&G and encourage all CMOs to come together to help solve these industry issues and get back to driving growth and social good.

Over the last several years, Mr. Prichard has challenged the creative community to elevate our craft to create the best advertising in the world because it's good for brands and makes our industry a positive economic and social force. As ANA Chair, Mr. Pritchard has called for a transparent media supply chain to enable marketers and agencies to get the time and money to invest in better advertising. In this keynote, he will step up call-to-action for marketing’s leaders to do their parts to help drive a clean and productive media supply chain.

At the end of this session, Mr. Pritchard and Mr. Liodice will sit for a fireside chat and Q&A with the audience in an effort to share practical insights that might help others take action at their organizations, and ultimately benefit the industry.

Marc S. Pritchard (@ProcterGamble)

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

MEDIA AND CREATIVE – BETTER TOGETHER

David Verklin was one of the pioneers in the creation of the free-standing media agency business in the United States, as CEO of Aegis Media Americas. Mr. Verklin now believes that media and creative should come back together. In this new model, data will be the glue that bonds media and creative and help shape better work. Mr. Verklin has a unique perspective via his current roles as a senior advisor with The Boston Consulting Group, operating partner with private equity company Calera Capital, and angel investor with VFL Investments & Advisory.

David Verklin

Senior Advisor, Boston Consulting Group; Executive Partner, Calera Capital; Partner, VFL Investments & Advisory LLC

WHY PEPSI OPENED AN IN-HOUSE CONTENT STUDIO

In the era of multiple marketing channels, including social media, video, and television, PepsiCo opened an in-house content studio to efficiently reach its consumers via multiple channels. Creating content in its own studio gives PepsiCo better control over its creative output, which can be tailored to suit the requirements of multiple media channels. While creating content in-house can be cost-effective, trimming the marketing budget, it can also create an additional revenue stream for the company.  The studio is representative of PepsiCo’s commitment to innovation and the ability to foster deeper connections with consumers through content creation and real-time publishing.  In this session, the senior marketing director of PEPSI at PepsiCo will share the vision, learnings, successes, and challenges of the content studio and how it fits into PepsiCo’s overall media strategy.

Ellen Healy (@MyBizYo)

Senior Marketing Director, Global Consumer Engagement, PEPSI PepsiCo

SURVIVING THE LUMASCAPE: DIGITAL MEDIA TRENDS AND IMPLICATIONS

Digital advertising, while growing strongly and being promising on many fronts, is suffering from significant challenges, from transparency and fraud to supply chain fragmentation. Terry Kawaja, founder and CEO of strategic advisory firm, LUMA Partners, and creator of the ubiquitous LUMAscapes, will address these ecosystem issues and discuss digital media trends and their impact on marketers.

Terence Kawaja (@tkawaja)

Founder and CEO LUMA Partners

WATSON MAXIMIZES PROGRAMMATIC ROI FOR IBM

Watson is a cognitive technology from IBM that can think like a human. Several years ago Watson competed on Jeopardy!, beating two of the program’s greatest champions. Today, IBM is using Watson to maximize the ROI of its programmatic advertising. Watson uses advanced analytics to create efficiencies in the programmatic bidding process by ingesting massive amounts of data and assigning value to potential target consumers based on various criteria. Watson has driven performance increases of more than 30 percent to date versus a best-in-class agency model. In this session, the vice president of marketing analytics for IBM will share the Watson programmatic story, with tips for attendees to improve the effectiveness of their programmatic advertising.

Ari Sheinkin (@AriSheinkin)

Vice President, Marketing Analytics IBM Corporation

THE CUSTOMER SEGMENT YOU DIDN’T KNOW EXISTED: A DIFFERENT WAY TO GROW YOUR BRAND

Think you know your customers?  Of course you do. But big data means big opportunity for new insights to know them even better--and find new customers you didn’t even know about. Chances are, your audience is larger than you think.  Brian Murphy, Vice President of Sales at Quantcast, discusses unique ways to leverage data and uncover your full range of target personas - enabling you to understand, reach and influence all of your customers.  Even the unexpected ones.   

Brian Murphy

VP Sales East & Central Quantcast

ELECTRONIC ARTS: THE ART AND SCIENCE OF MEDIA BUYING

Electronic Arts, also known as EA Games, is a developer, marketer, publisher, and distributor of video games. Recently, the company brought their programmatic buying capabilities in-house while continuing to work closely with their agencies on “above the line” media.  In this session, hear from the global director of media activation for EA on the challenges and opportunities of programmatic media that’s run by an in-house team within a larger marketing organization and how this model requires a combination of the “art and science” of media today.

Belinda J. Smith (@BJStech)

Director, Global Media Activation Electronic Arts, Inc.

WHAT DALÍ CAN TEACH ADVERTISERS ABOUT VIRTUAL REALITY

Salvador Dalí is one of the most celebrated artists of all time. The Dalí Museum in St. Petersburg, Florida, shares an unparalleled collection of Dalí works from every period and in every medium of his artistic activity. The Museum leveraged the rapidly growing virtual reality platform to connect viewers with Dalí in a mesmerizing experience called “Dreams of Dalí,” which lets viewers and visitors go inside — and beyond — one of Dali’s famous works. "Dreams of Dalí" has received numerous global awards, including the prestigious 2016 Cannes Lions Cyber Lion Gold and a 2016 Webby Winner People's Voice, and was recognized by Creativity, a sibling of Advertising Age, as one of the “10 VR Ideas Creativity Loved.” The Museum’s chief marketing officer will take us behind the scenes of this work, including why virtual reality was used and the results from this experience.

Kathy Greif (@TheDali)

Chief Marketing and Strategy Officer The Dalí Museum

YETI: BUILT FOR THE WILD

YETI, founded in 2006 and named for the abominable snowman, today is the premium cooler and drinkware of choice for outdoor enthusiasts, pros, tailgaters, and backyard barbecue kings. A smart mix of traditional and digital media has helped build the brand. At its start, YETI sponsored hunting and fishing programming and ran ads in enthusiast magazines. Today, the company has a robust content strategy which includes YouTube videos, short films, and a branded content partnership with A+E Network’s History Channel. YETI also has 600,000 Facebook followers and 650,000 followers on Instagram.

Corey Maynard (@YETICoolers)

Vice President, Marketing YETI

CONTRACT WORKSHOP FOR ADVERTISER/AGENCY AGREEMENTS (ANA MEMBERS ONLY)

In June 2016, K2 Intelligence issued a report, commissioned by the ANA, called, "An Independent Study of Media Transparency in the U.S. Advertising Industry." A key finding was that there is a fundamental disconnect in the industry about the basic nature of the advertiser/agency relationship with many agency executives believing that their relationship to advertisers was solely defined by the contract between the two parties. K2 Intelligence found evidence of situations where some media agencies sought to avoid explicit contract language in order to preserve their ability to retain various types of incentives.

Given this and the fact that the contract defines the commercial relationship between advertiser and agency, the ANA, in conjunction with its general counsel, Reed Smith, has developed a media agency Master Media Planning & Buying Services Agreement, which can be used by advertisers in developing their own agency agreement. This workshop will cover key issues in the advertiser/agency contract, including agent versus principal status, audit rights, and contract governance.

Keri Bruce (@kerisbruce)

Partner Reed Smith LLP

ARE WE THERE YET? THE LONG ROAD TO DELIVERING ON PRECISION TARGETING’S PROMISE


We’re all familiar with the promise: massive amounts of data will help marketers finally reach the right consumer on the right platform at the right time – with the right message. There’s no doubt that our industry has amassed more data than ever before, providing great insight into consumer interests and cross-device behaviors. But is all of this data actually helping us to better engage with consumers and ultimately increase advertising results? Some believe the future of precision targeting is now and are making big bets on this path. Still, others contest it remains far too difficult to get enough scale with these tiny targets to drive meaningful ROI, causing them to default to more traditional targeting approaches.

In a lively, fireside chat, Aaron Fetters, SVP, Comscore Marketing Solutions, Comscore and Blaise D’Sylva, VP, Media, Dr. Pepper Snapple Group will debate this contested topic.

Aaron Fetters

Senior Vice President of Marketing Solutions Comscore

CHIEF MEDIA OFFICER KEYNOTE: WHY BETTER MATTERS

John Nitti, chief media officer of Verizon, will discuss the evolution of the media landscape and the issues facing the industry. Stakes have risen for brands to do better in all areas from advertising transparency to engaging customers in a more personalized way. He will share Verizon’s efforts in bringing greater accountability to its media supply chain and how the company is resetting its own brand to better serve customers.

John Nitti

Chief Media Officer Verizon Communications

BRANDS AS PUBLISHERS: LEVERAGING OWNED MEDIA

General Mills has five centrally managed owned publishing platforms that get more than 400 million visits a year, including iconic websites Betty Crocker.com and Pillsbury.com. As director of digital media for owned media, Amy Halford is responsible for strategy, content, monetization, and delivering a world-class customer experience across these digital platforms. This integrated effort behind owned media includes social, apps, search, and email, building the lifetime value of registered members. In this session, Amy will share how using consumer-first, always-on content, leveraging personalization and targeting, drives growth and consumer relationships across the General Mills portfolio of brands.

Amy Halford (@jammama)

Director, Digital Media General Mills

WALLED GARDENS — MEASUREMENT CHALLENGES AND OPPORTUNITIES

A walled garden is a platform where the carrier or service provider has control over applications, content, and media, and restricts convenient access to non-approved applications or content. In the advertising industry, walled gardens restrict understanding of customer behavior across channels. Further, they do not allow end-to-end outside measurement of viewability and ad fraud and therefore have been accused of “grading their own homework.” But things are now changing. In this session, the CEO and Executive Director of the MRC will provide an update on the status of MRC's discussions with moving some of these walled gardens toward third-party auditing and the MRC accreditation process. That is critical to advertisers to maintain trust in their advertising investments on these platforms. 

George Ivie

CEO and Executive Director Media Rating Council

CO-CREATION: BRANDS AND MEDIA PARTNERS WORKING TOGETHER

Co-creation provides a shared opportunity for a brand and media partner to deliver a culturally relevant experience to consumers that side step traditional advertising. Often, these co-creation moments are sparked by a unique event or moment in time that millions are interested in.  In this case, the 2016 presidential election provided the combined opportunity for CA Technologies and CNN to center on one thing – data. CA worked with CNN to create The CNN Politics App – a very real and valuable new property for CNN that allowed their audience an unprecedented view into the election that went beyond polling data, factoring in social sentiment, search and other data sets to deliver more informed, up to the minute information on the election.  This provided CA with the perfect showcase for their technology and CNN with a differentiated and valuable product that went beyond their broadcast and web properties.

Anna Griffin

Senior Vice President, Marketing CA Technologies

THE MARRIAGE OF CONTENT MARKETING AND SOCIAL STORYTELLING

As content marketing and social care continue to grow as robust media channels of communication for consumers, organizations are finding it challenging to bridge the growing communication gap between content marketing, social marketing, social support, and the overall customer experience. In this session, the senior lead of social media and content marketing for Microsoft’s Consumer Software division will discuss ways for organizations to effectively utilize content marketing to bridge media gaps and close internal silos. She will explore key trends in content marketing and social care, what customers want from brands, and key internal players who affect social media and how to partner strategically with them.

Miri Rodriguez (@MiriRod)

Senior Lead Social Media and Content Marketing, Consumer Software Microsoft Corporation