You spoke up and we listened. This year’s conference kicks off with a half-day of interactive trainings on the hottest digital and social topics, giving in-person attendees the opportunity to learn from marketing leaders we’ve handpicked for their creativity, track record of success, and ability to translate specific digital skills into tangible marketer action steps.

OPENING REMARKS

Brian Camen

Senior Director, Media, Content & Public Relations Ferrara Candy Company

HOW TO ENGAGE GEN Z AND MILLENNIALS ON SOCIAL'S HOTTEST PLATFORM

Learn how to up your TikTok game from Movers+Shakers, the creative agency with 250 billion views across its social campaigns. Creating high-performing content for TikTok is a new art form. We’ll demystify it for you, and show how it’s similar and different from Instagram. Explore how to capitalize on TikTok for your brand's growth and delve into the best practices for keeping your audience captivated and engaged. This session promises a deep dive into the cutting-edge of social media marketing — from the company who is always on the cutting edge of culture.

Evan Horowitz

CEO Movers+Shakers

RETAIL MEDIA NETWORK ADVERTISING

Retail media spend is forecast to hit $45B in 2023 per eMarketer, surpassing connected TV by the end of this year. Leveraging a sophisticated approach to shopper data, targeting schematics, and a growing owned and operated media footprint with video and CTV opportunities, increasing amounts of mid and upper funnel media dollars are being allocated to the RMNs. In this session, learn how to unlock their enormous potential to create seamless omnichannel shopping experiences that fuel growth across business divisions.

Leora Kelman

Partner Boston Consulting Group

LEVERAGE TIKTOK CREATORS TO AMPLIFY YOUR BRAND

Learn how to make your brand stand out to gen Z and millennials with engaging influencer content on TikTok. As a platform that rewards creativity, TikTok has become the preferred social media platform for creators, and with over 1B daily views the platform is garnering more and more attention, especially among younger generations. In this session, Best Buy and RQ Agency will take you behind the scenes of some top-performing creator/influencer campaigns. You'll leave with knowledge of the best practices for TikTok influencer content and a blueprint for successful influencer brand campaigns — from influencer discovery, pricing, to creative briefing, content creation, and measurement.

Allison O'Keefe

Senior Manager, Influencer Marketing Best Buy

INFLUENCER PAY EQUITY CONSIDERATIONS

Most marketers are aware of the inequities that plague the influencer industry, particularly for BIPOC and marginalized creators. From unequal pay and risk of being cancelled to facing public backlash and online hate, the hurdles facing marginalized influencers are considerable. To address this, the ANA, the 4A’s, and the PR Council have partnered together to create Influencer Pay Equity guidelines to support marketers committed to ensuring that the influencers they work with are being compensated and treated equitably. In this interactive session, you’ll be led through considerations that touch on planning, contract negotiation, usage terms, content approval, and payment. You’ll also have an opportunity to discuss your questions with other marketers committed to influencer pay equity.

Nilam Patel

Social Media Influencers and Ambassadors Nationwide

HOW FOLGERS BROKE THROUGH TO GEN Z & COLLAPSED THE SALES FUNNEL

Join us in this engaging session to learn how Folgers coffee collapsed the sales funnel, taking a heritage coffee brand from being virtually unknown among gen Z to selling out in three key markets within five days. Delve into how Folgers captured the attention of these young coffee enthusiasts through a strategic partnership with TikTok and Gopuff, creating a first-of-its-kind social commerce activation that moved Folgers K-Cups from TikTok feeds to doorsteps in less than 30 minutes. In this session, you will gain valuable approaches and techniques on how to authentically connect with the gen Z audience, strategically lean into cultural trends, and drive tangible business results through the integration of social and commerce.

Danielle Donnelly

Chief Strategy Officer Formerly Known As

DESIGNING EFFECTIVE AMBASSADOR PROGRAMS

Ambassador programs can be an effective way for companies to generate buzz and awareness about their products or services, increase their social media following, and ultimately drive sales. The success of these programs depends on so many variables, including the quality of the ambassadors, the incentives offered, and a brand’s ability to accurately track and measure program impact. In this session, we’ll break down everything you need to know to take your brand’s ambassador programs to the next level.

Christina Soletti

Senior Director, Content & Communications Ergobaby

TAPPING TIKTOK TO CONNECT WITH CONSUMERS

Learn how automotive giant Hyundai drove mass engagement, consideration and excitement among African American consumers for its award-winning and game-changing electric vehicle the 2022 IONIQ 5. Go behind the scenes to hear how this “day in the life” campaign developed brand-aligned content that was unique, authentic and specific to its four content creators’ style and voice, while showcasing key vehicle attributes and the benefits of an electric lifestyle. Join the discussion and discover how Hyundai is reaching black audiences on TikTok through content creators, as well as what made this campaign a success.

Will Thomas

Brand Partnerships QYOU Media

CONTINUING THE CONVERSATION: Q&A AND DISCUSSION

Join us at the end of Day 1 for interactive discussion and Q&A with speakers and fellow attendees. You’ll see high top tables with signs in the back of the room for each of the topics covered today. Once we wrap, we invite you to stick around to discuss these topics with other marketers. The room will stay open until 5:45 at which time we’ll all transition to the evening cocktail reception.

TRANSFORMING CONSUMER VALIDATION INTO CAMPAIGN SUCCESS

How marketers can revolutionize their approach to audiences across video platforms for lasting results. From content and engagement to the latest reach and frequency insights across devices and screens and successful targeting, Comscore shares the latest trends on new results from campaign measurement and where the needle is heading in H2.

James Muldrow

VP of Product Management Comscore

WELCOME REMARKS

Chris Contreras

Chief Customer Officer MNTN

OPENING REMARKS

Bob Liodice

Chief Executive Officer ANA

CONFERENCE CHAIR REMARKS

Desi Okeke

Director, DEGREE Unilever

HOW HYUNDAI IS REACHING MULTICULTURAL AUDIENCES ON SOCIAL

As part of its ongoing efforts to connect with Black consumers, Hyundai Motor America launched a choose-your-own-adventure style campaign this spring highlighting the love between black influencers that plays off of the “pick a card” TikTok trend where one person presents multiple cards with different activity options for another person to blindly choose from. In this session, Hyundai’s Director of Experiential Marketing will share how the automotive giant is driving mass engagement, consideration, and excitement among African American consumers for electric vehicles and reaching black audiences on TikTok.

Erik Thomas

Director, Experiential Marketing Hyundai Motor America

ADVERTISING DELIVERED: BUILDING DOORDASH'S RETAIL MEDIA NETWORK

We’ve all seen the phenomenal growth projections for retail media spend, one of the few highlights in an otherwise cautious digital media forecast. In this session, learn about DoorDash's entry into this advertising space. By creating a blueprint to benefit both small and large restaurants, CPGs, and consumers, DoorDash Ads carries out DoorDash's overall mission of growing and empowering local economies, and delivers a 'Neighborhood of Good' with every Ad.

Peter Giordano

GM, Ads Strategy & Platform DoorDash

HELPING TO KEEP UKRAINE’S ECONOMIC ENGINE RUNNING

It's been eighteen months since the invasion of Ukraine. Not only has it had dramatic, devastating impacts on the ad and media market in Ukraine, it has also hurt one of the country's most important export markets – adtech. Much of the best work in adtech development for the past 15 years has roots in Ukraine. In this session, Dave Morgan will talk about his recent visit to Ukraine and meetings with many of the top firms in adtech, software development and production. There will be a specific focus on the current state of things, the amazing resilience of Ukrainian workers and companies and how U.S. companies in advertising, marketing and media can help keep the economic engine of Ukraine running throughout this crisis.

Dave Morgan

CEO and Founder Simulmedia

HARNESSING THE POWER OF SOCIAL & INFLUENCERS IN SPORTS

Sports lives at the intersection of fandom, culture and live where digital and social consumption of the game and the ‘game around the game’ takes place 24/7. As fandom evolves, it’s important for brands to understand how to reach the next generation of fans who can be as attached to their devices as the big screen. In this session, ESPN will share how brands can authentically tell their stories in the sports social space to connect with younger fans. And as influencers are becoming a bigger part of the sports landscape, we will share an inside look at the recently launched ESPN Creator Network.

Amanda Anderson

Director of Social Media ESPN

TARGET THE ROOFTOPS: HOW SOUTH COLLEGE FOUND THEIR AUDIENCE WITH CTV

TV advertising has long been geared toward one thing: driving brand awareness to a hyper-engaged living room audience. But with the rise of connected TV, marketers can now be more surgical with their strategies — “targeting the rooftops” of individual households, rather than city-wide audiences, to drive measurable outcomes. In other words, everything you value in digital performance marketing can now be applied to the TV screen.

In this session, learn how South College targeted and reached more than 12M households, drove over 10K conversions, and improved performance across their other marketing channels. It will also explore how an innovative approach to creative production and media spend gave South College the ability to better target specific markets with entertaining CTV ads that resonated with their audiences.

Chris Contreras

Chief Customer Officer MNTN

THE NEW RULES FOR CULTURAL RELEVANCE

Cultural relevance can be table stakes at a time when culture is the main conduit for connection and deep engagement, yet brands find it harder to keep up when culture moves at a breakneck pace while social media promotes a quick burn cycle of virality. Join leaders from Paramount’s Brand Studio to explore why cultural relevance is easier to say but harder to do. In this presentation, you will gain valuable insights on how culture plays out in the social landscape and discover unique strategies on how to become a culturally relevant content powerhouse and build brand love.

Dayo Harewood

Senior Vice President, Creative Paramount Brand Studio

UNITED AIRLINES' BRAND LAUNCH: EVOLVING A LEGACY BRAND ON SOCIAL MEDIA

This is a story of a 96-year-old airline that transformed its social media strategy, content, and engagement in service of showing the world that this is an airline that thinks, works and flies differently. Meg Mitchell, Creative Director, Global Advertising & Social Media at United Airlines, will walk us through the recent launch of the biggest brand campaign the airline has launched in a decade. Hear the lessons they learned and how you can apply their creative thinking to your brand.

Meg Mitchell

Creative Director, Global Advertising and Social Media United Airlines

HOW A CHALLENGER BRAND TAPS DATA TO OUTFLANK THE COMPETITION

California Pizza Kitchen (CPK) is where fresh and creative flavors collide.  The challenger brand serves creative California cuisine in nearly 200 restaurants worldwide and they are getting scrappy with their data to outflank competitors. While some big media platforms take levers away and limit options, CPK is leveraging data to find ways to stretch their investment and make a bigger impact. This session will spotlight how CPK is using its owned digital tools to start to win in the marketplace.

Scott Hargrove

Chief Marketing Officer California Pizza Kitchen

THE POWER (AND PITFALLS) OF AI

We are officially in the “Age of AI” – from the launch of ChatGPT to the introduction of new tools like Microsoft’s Bing, generative AI is making its way into most industries. As early adapters, marketers are increasingly embracing generative AI to help improve their campaigns – from ideation to production and development. This session will explore how generative AI can benefit marketers while covering some of the legal issues and other considerations that can arise when using generative AI.

Michael Isselin

Partner, Entertainment & Media Industry Group ReedSmith LLP

THE POWER OF PODCAST INFLUENCE

According to a 2023 study, 75 percent of consumers point to podcast hosts as the most influential figures driving their purchasing decisions. Couple this with the latest projection of podcast listeners reaching 129.9 million by the end of the year and you have an incredibly powerful media platform. The past few years have given rise to a broad spectrum of podcasts fueled by both top celebrities and emerging creators.

In this session, gain valuable insights into the audio industry from podcast influencer Zach Kornfeld and the experts at Audacy including the benefits of collaborating with podcast influencers compared with activating across more traditional social channels, setting goals and tracking performance for advertised brands, making sense of demographic data, dos and don’ts of compelling copy, and more.

Zach Kornfeld

Influencer & Co-Host of the TryPod and Guilty Pleasures podcasts Audacy

CLOSING REMARKS

BUILDING THE NEXT GENERATION OF RETAIL MEDIA

Brands and retailers have been at the forefront of a media revolution. Retail performance metrics are driving greater advertising accountability across the media landscape. But to deliver on the full promises of retail media there is still more work ahead. Hear how Kroger is building a new foundation for the future of media.

Brian Spencer

Director, Product Marketing Kroger Precision Marketing

THE EVOLVING DIGITAL LANDSCAPE

We will explore the evolving digital media landscape and its impact on consumer engagement. We will discuss the challenges and opportunities presented by the large amount of data available, particularly in the retail media network space, and discuss strategies for harnessing data effectively. We will also shed light on the role of Artificial Intelligence (AI) in digital advertising, showcasing how AI is revolutionizing processes, enhancing targeting capabilities, and driving personalized consumer experiences.  Don't miss this opportunity to discover how to navigate the ever-changing digital landscape and leverage AI to reach consumers at the right time with the right content.

Michael Dobson

Global Chief Digital Officer iNvolved Media & Active International

OPENING REMARKS

Brian Camen

Senior Director, Media, Content & Public Relations Ferrara Candy Company

HOW A VALUES-BASED DTC DIAPER BRAND HAS TAKEN THE INDUSTRY BY STORM

In just 5 years, the values-based DTC diaper brand co-founded by Kristen Bell and Dax Shepard has built a massive social following. In this session, learn how the challenger brand has galvanized their community online, and how they're engaging creators to bring real parenting moments to life.

Erica Buxton

CEO Hello Bello

DIGITAL WINNERS, LOSERS, & TRENDS

Jasmine Enberg is a principal analyst at Insider Intelligence, covering social media, influencer marketing, and social commerce. Jasmine is a regular guest on Bloomberg TV, and has also appeared on the BBC, CNBC, CBS, and NBC News. Her analysis is frequently featured in publications including The New York Times, Barron’s, The Wall Street Journal, Washington Post, and more. In this session, Jasmine will provide her insights on the industry including AI and its potential impact to the economy, the platforms including the emergence of Threads, and an outlook for the future.

Jasmine Enberg

Principal Analyst, Social Media Insider Intelligence

MTAILOR – DIGITAL FIRST COMPANY THAT “PUTS A MASTER TAILOR IN YOUR POCKET”

MTailor is an e-commerce clothing company that uses AI – via a simple app on your phone – to provide a custom fit that is 20 percent more accurate than a tailor. The founder, Miles Penn, turned down the largest Shark Tank deal ever and was recognized on the Forbes 30 Under 30 List. Since launch, MTailor has fit more than 100,000 customers, creating the largest commercially tested fit dataset in the world. They have recently embarked on a massive update to various parts of their marketing and advertising funnel – improving website speed and testing various aspects of the site’s layout and copy. The company is now looking to accelerate growth by offering its technology to the global apparel market to dramatically cut down on the problem of returns due to poor fit. This is the MTailor story! 

Miles Penn

CEO MTailor

CREATOR CURRENCY: BUILDING A COMMUNITY OF HEALTHCARE ADVOCATES

You might recognize the name Dexcom from the 2023 Super Bowl commercial with Nick Jonas earlier this year. Dexcom is the company leader in transforming diabetes care. In this session, you’ll learn how the DTC challenger has tapped influencers like Jonas to humanize their brand, connect with consumers, and build a strong community of brand advocates that spans across social and beyond.  You’ll also learn how the company has navigated the hurdles of influencer marketing within a highly-regulated industry.  

Melissa McKelvy

Marketing Manager Dexcom

PROGRAMMATIC TOWN HALL

Initial results of the ANA Programmatic Media Supply Chain Transparency Study were recently released. That report provides insight on topics including the importance of having direct data access contracts with supply chain partners, the benefits of better balancing the pursuit of low cost inventory with ad quality, the prevalence of Made for Advertising websites, and the sustainability impact of programmatic media purchases. This session will briefly recap study findings and then devote most of our time to a “town hall” to have an open discussion on how attendees are addressing the various challenges of programmatic media.

Bill Duggan

Group EVP ANA

CLOSING REMARKS & CONFERENCE CONCLUSION