The first day of the ANA Media Conference will address “media for good.” Media and the advertising associated with it informs, entertains, fuels the economy, and even catalyzes social movements. The stakes were recently raised and the media stepped up to the challenge. Support of gender equality, investment with diverse media suppliers, the reduction of online hate speech, keeping digital media platforms safe for brands, and reducing the carbon impact of advertising are all now major areas of focus for the media industry.  Join us for an afternoon of content and conversation focused on supplier diversity, sustainability, eliminating gender bias, and socially conscious media investment. 

INVESTMENT WITH DIVERSE MEDIA SUPPLIERS

Andy Anderson

Chief Revenue Officer American Urban Radio Networks

MAKING MEDIA MORE SUSTAINABLE

The climate crisis demands urgent, innovative and transformational changes to improve the way businesses deliver more sustainable solutions in the marketplace. Like the clients it serves, the advertising industry plays a vital role in reducing its carbon footprint. Ad Net Zero has the mission of unifying the advertising industry around a common measurement framework, tools, practices and actions to reduce the carbon impact of producing and distributing advertising to real net zero. Media carries a disproportionate amount of the carbon load. This session will review the importance of taking steps to mitigate the carbon crisis across the media ecosystem.

Martin Bryan

Global Chief Sustainability Officer UM

SHE’S A HERO – SEEHER’S PURPOSE-DRIVEN MEDIA ACTIVATIONS

Learn how media amplifies and drives SeeHer, the global movement to eliminate gender bias in media, marketing, advertising, and entertainment. See examples of brands who activate around key cultural moments to make authentic connections with consumers. And learn how these award-winning activations like Fox Entertainment’s She’s a Hero have grown and continue to extend for greater reach, impact, and consumer connectivity.

Christine Guilfoyle

President SeeHer

SOCIALLY CONSCIOUS MEDIA

Where we spend our media dollars matters, and a socially conscious media approach can both shape the media landscape around us and unlock new growth for our brands – but what does it look like to build a new global media function with conscious thinking as its foundation? Beam Suntory is reinventing its market-centric business model to one that is both global and personal by putting its iconic brands at the heart of the business. Driven by a passion for addressing diversity & inclusion, consciousness, and integrity within media, Jerry Daykin believes that the quality of Beam Suntory’s media is as important as the quality of its products. In this session, Jerry will share how Beam Suntory is connecting with consumers through insights-driven media, acknowledging the impact that media and marketing can have on society, including diverse and empathetic voices in its storytelling and ensuring the media that it funds does the same and is honest, decent, and transparent.

Jerry Daykin

Head of Global Media Beam Suntory

CLOSING REMARKS

STRENGTHS OF LINEAR TV IN A STREAMING WORLD

Get the latest insights from new 2023 media research focused on consumers’ time spent across media platforms. Brad will highlight how consumers actually receive media programming and what they’re watching, including a breakdown of the Orlando DMA.

Brad Seitter

EVP, Local & National Business Development TVB

OPENING REMARKS

The continued confluence of content, culture, commerce, and corporate responsibility present new opportunities and challenges for marketers. Connected TV, Retail Media Networks, Social Shopping, Gaming, and Influencer and Affiliate Marketing are collapsing the marketing funnel, blending entertainment, connection, brand experience and purchasing. The technologies and platforms that underpin the new ecosystem however are outpacing advertisers’ ability to adequately measure and monitor where brands show up. Walled-gardens, opacity, unclear supply chains, consumer privacy issues, and brand safety are detracting from the audience and advertiser experience. In this session, Bob will walk you through what the ANA is doing to create greater measurability, transparency, accountability, and safety for marketers in this evolving media landscape.

Bob Liodice

Chief Executive Officer ANA

CONFERENCE HOST COMMENTS

Shenan Reed

SVP, Head of Media L'Oréal

MARC PRITCHARD KEYNOTE

For the eighth time in the 11-year history of this event, Marc Pritchard will deliver the opening keynote of the ANA Media Conference. Marc remains passionate about elevating the productivity and transparency of the media supply chain and the need to make media experiences truly superior for consumers in ways to create growth and value for companies and the industry overall.

Marc Pritchard

Chief Brand Officer Procter & Gamble

WHAT ALL MARKETERS CAN LEARN FROM HIGHLY REGULATED INDUSTRIES

With the demise of third-party cookies, and continued rise of consumer privacy and protection regulations, the marketing practices of highly regulated industries, like banking and finance, will become more relevant and potentially applicable to every advertiser. In this session Tracy-Ann Lim will share learnings and best-practices of how the largest bank by asset size in the U.S. goes to market and brings compelling and compliant messaging to audiences and customers in socially, fiscally, and fiduciary responsible ways.

Tracy-Ann Lim

Chief Media Officer JPMorgan Chase

AN AGENCY LEADER ON THE FUTURE MEDIA MODEL

EssenceMediacom is GroupM's newest agency built for the future of media. In this session, Jill will share how EssenceMediacom is building a new media agency model for the people-first communications economy, where respect for and attention to the audience experience, coupled with advertising as a force for good, works better, and performs harder, for everyone. 

Jill Kelly

U.S. CEO EssenceMediacom

DESIGNING A GLOBAL MEDIA PRACTICE TO DRIVE ROI

This session will explore best practices in building an organizational practice to improve media's contribution to ROI outcomes. This will include topics such as team structure, building proxy best practice measures that improve speed-to-action, and incentivization methods with agencies and publishers.

Adam Benaroya

Director Global Media Capabilities and Operations Johnson & Johnson

UNCHARTED WATERS: A GLOBAL RE-SET FOR DIGITAL ADS?

Richard Kramer is the founder of Arete, the pioneer of the independent equity research space, helping investors understand tech without any conflicts of interest; this gives Arete the freedom to make critical observations about how markets are organized. A sharp collapse of ad spending heading into ’23, alongside shifting patterns of advertiser demand and user engagement, looks set to sharply re-shape a world which has been dominated by Big Tech firms and their policy decisions. Richard and Rocco Strauss, Senior Analyst, Areta Research will share their views from talking to the world’s largest tech investors as well as leading companies and regulators, and implications for the platforms and advertisers who fund them. 

Richard Kramer

Managing Director & Founder Arete Research

CREATING NEXT GEN FAN ENGAGEMENT

NFL Fandom is at an all-time high while consumer behavior, affinities towards brands, and media consumption are fundamentally changing. The NFL is fully embracing this change as an opportunity to grow its fan base, resonate even more meaningfully as a brand within everyday culture, create deeper relationships with our fans, and offer more personalized experiences across the NFL ecosystem. This session will provide an overview of how the NFL is deepening its authentic connection with current and future fans across mass reach and 1:1 channels – all connected by a fan journey powered by data and technology.

Andy Kauffman

Senior Vice President, Marketing Strategy & Science National Football League

OPTIMIZING THE CUSTOMER JOURNEY VIA DATA

AutoNation’s drive for a peerless customer experience is rooted in creating customer loyalty and confidence in their brand via data and insights.  Customers are demanding relevant, compelling interactions, while data privacy concerns are paramount for consumers and legislators. AutoNation is linking 1st and 3rd party data sources leveraging data cleansing, segmentation, customer lifetime value and propensity modeling in order to optimize the customer journey and integrate it into all facets of the organization.

Meghan Haslemann

Vice President, Marketing AutoNation

WHY SCALED HUMAN ATTENTION METRICS MATTER

For many years, when the pipes that delivered advertising exposure where cleaner and clearer, an impression delivered was considered an impression made. Today’s focus on measurement of non-human metadata, while much more precise, still only makes assumptions about actual human viewing. The last few feet, from screen to eyes to brain, is the difference between ad spend versus ad impact. There is a vast gap between opportunity to see and what a human actually does and this measurement gap is not consistent across platforms and formats and can’t be solved by simplistic proxies. In this session, Dr. Karen Nelson-Field demonstrates how scaled human attention data works, better predicts and drives business outcomes, and equalizes the delivery and impact of an impression.

Karen Nelson-Field

Founder and CEO Amplified Intelligence

FROM ADOLESCENCE TO ADULTHOOD – WHAT’S NEXT FOR RETAIL MEDIA NETWORKS

Retail Media Networks have been on an explosive trajectory, with eMarketer declaring 2022 “the year of the retail network”. Seemingly a new retail media network is launched every month, and most major retailers now have a scaled offering in the market. Buyers have become sellers, and sellers buyers, as both advertisers and retailers retool their organizations to unlock and activate the opportunities in the platforms. Like any fast growth category, the learning curve has been steep, and there have been bumps along the way. In this session we will hear from experts leading and shaping offerings and activations across the platforms on what is working, what can be better, and what win/win/win ultimately looks like for the retailer, brand, and shopper.

Kristi Argyilan

SVP Retail Media Albertsons Companies

THE WIN/WIN/WIN OF MEDIA PROCUREMENT

The craft of media procurement is growing and is more important than ever given that media is the largest marketing investment for many companies. In the “old days” procurement was about cutting costs, and particularly agency fees. Now, the role of media procurement is to optimize the media investment to the benefit of the client marketing team, the agency, and procurement – a true triple win.

Katherine Freeley

Global Head Media & Digital Procurement Novartis

CLOSING REMARKS

WELCOME REMARKS & INTRODUCTION

Shenan Reed

SVP, Head of Media L'Oréal

FORD EQUATION: NEW PRODUCT + DIVERSE AUDIENCES = BUSINESS GROWTH

Ford was looking to attract a new, younger, more diverse customer. They were also looking to differentiate and create a new compact truck pick up segment in North America anchored on affordability and versatility. Enter the Ford Maverick: "The Truck You Didn't Know You Needed." Since its launch last year, Maverick has been a major success story. In a business environment where every marketing dollar needs to count, focusing on the audiences Ford most wanted to attract – women, African Americans, Hispanics and younger millennials – was paramount. The Maverick story epitomizes Ford's ambition to reach those audiences in their digital channels of choice with authentic messages that resonate. Results speak for themselves as 76 percent of Maverick buyers are new to Ford. Welcome to the family!

Marla Skiko

Global Head of Consumer Connections, Marketing Ford Motor Company

MOLSON COORS ON PENETRATING CULTURE

This session will feature Erin Vitellaro, Molson Coors North America Senior Director of Media, on how Molson Coors delivers on a key pillar of its Marketing Vision by moving at the speed of culture through exclusive partnerships and brand integrations in and around high-profile buzzworthy content from Ozark and Cobra Kai to Yellowstone and College GameDay and more. Erin will touch on the Molson Coors partnership strategy, how identifies the right spaces connect with consumers, and how to measure success. She’ll also speak to how Molson Coors sees culture strategies as highly complementary to performance-based marketing.

Erin Vitellaro

Senior Director, North America Media Molson Coors Beverage Company

MEDIA IS THE FLYWHEEL OF MARKETING INTEGRATION

CMOs are changing the nature of their agency relationships to be more connected and to improve marketing impact. This leap toward greater integration alters the role of media as a capability. A marketing capability that used to be just planning and buying paid advertising now also comprises technology partnerships, content development, data enrichment, identity, customer privacy, innovation, company reputation, sales, and commerce. Media has become the flywheel for marketing regarding audiences, data, activation, message, and attribution: Data is the oil, content is the vessel, and media is the engine that propels them all. In this session Jay will share how dramatic shifts in consumer behavior over the past two years, and the collision of media and commerce in nearly every industry, requires a media-first reset for brands and agencies to optimize holistic marketing management.

Jay Pattisall

Senior Analyst Forrester

NETWORKING BREAK

CROSS-MEDIA MEASUREMENT: DRIVING CHANGE THROUGH INDUSTRY ALIGNMENT

Industry stakeholders including marketers, TV, digital platforms, agencies, and vendors have come together under the ANA’s Cross-Media Measurement Initiative to shape the future of marketing measurement. In this session, hear from our expert panel who will highlight the power of industry alignment, the groundbreaking progress this initiative has made over the past 12 months, and the roadmap for 2023 and beyond.

Bill Tucker

Group Executive Vice President ANA

CREATING PERSONALIZED CUSTOMER JOURNEYS THROUGH AUDIENCE SEGMENTATION AND CONTENT MARKETING

Kaiser Permanente of the Mid-Atlantic (KPMAS) is a leading regional health care provider and nonprofit health plan. It has developed a methodology of psychographic audience segmentation that drives its media and integrated marketing strategies. KPMAS deployed media with a heavy focus on leveraging content as a segmented mid-funnel engagement tool to build brand equity among the target audience. Channels included programmatic display with retargeting, social media, native content, email, and CTV. This session will take us through the strategy, activation, and results of the successful campaign.

Franklin Parrish

Senior Director of Brand, Marketing, and Creative Services Kaiser Permanente

MEDIA LEADERS SPEAK OUT

In this closing session, three of today’s most forward-thinking media leaders will share solutions for how they are addressing some of the most important challenges facing the industry today.

Maria Givens

Global Head of Media & Digital Logitech

CLOSING REMARKS