The opening afternoon of the conference will focus exclusively on perhaps the most important and urgent issue in the ad industry today – equity and supplier diversity in media investments.

The importance of supplier diversity in the ad industry has increased significantly over the past year, as has spending. Media is the biggest marketing investment for most companies, yet there are challenges that have held back increased investment with diverse media companies. Those include the challenges of finding diverse suppliers, available inventory, scale (reach is important to many advertisers), lack of traditional measurement, and certification requirements.

WHAT WE’VE LEARNED IN THE PAST YEAR

We'll kick off with a brief summary of what we've learned about supplier diversity – with a focus on media – in the past year. ANA has surveyed our members to understand benefits, challenges, spend, goals, and measurement of supplier diversity. We have also surveyed suppliers with a focus on certification, to understand its importance, benefits, challenges, and ease/difficulty of the certification process.

Bill Duggan

Group Executive Vice President ANA

EVERYBODY IN – THE GENERAL MOTORS PERSPECTIVE

General Motors is dedicated to being the most inclusive company in the world. In this session, GM will chart their journey this past year in the wake of social justice movements and public commitments to Black-owned and diverse-owned media. GM will discuss their unified approach as they focus on equity, new ways of thinking, relationships, listening, and business development to create a stronger ecosystem for diverse-owned media.

Heather Stewart

General Director, Global Media and Marketing Services General Motors

In this session, two trade associations representing black-owned media suppliers will share their perspective and work done with national advertisers.

• NABOB (National Association of Black Owned Broadcasters) was organized in 1976, and is the trade association representing the interests of Black-owned commercial radio and television stations around the country.
• BOMESI (Black Owned Media Equity and Sustainability Institute) was founded in June 2020 to unite and advance Black-owned media businesses, primarily newer digital media companies.

THE ROAD TO EQUITABLE MEDIA INVESTING (NABOB)

As we are increasingly unpacking and addressing as an industry, the "pipeline to ad dollars" has systematically worked against diverse-owned publishers for several key reasons. In this fireside discussion from NABOB, a representative roster of advertising stakeholders will dive into the issue and how embracing "Universal Inclusion" will move us all forward.

Moderator: Jack Neff

Editor Ad Age

REDEFINING ROI: THE KEYS TO WORKING WITH BLACK-OWNED MEDIA

Brands and agencies must be flexible and willing to make adjustments to standard ways of doing business when investing in Black-owned media. This discussion (from BOMESI) will dive into issues including how current CPM, measurement and payment models are limiting for independent publishers as well as how such publishers can really shine when providing customized content – yet buyers need to be flexible in order to take full advantage.

Moderator: Sherrell Dorsey

Founder & CEO The Plug

MATCHMAKING AND SUPPLIER DIVERSITY FAIR

ANA has heard from diverse media suppliers that they are keenly interested in making connections and introductions to marketers who want to diversify their supplier base. And we've heard from marketers that they would like to meet more diverse media suppliers. That is the intent here as we will facilitate matchmaking/speed dating for introductions.

LOOKING BACK AND LOOKING AHEAD IN CURRENCY: WHAT'S STILL TRUE, WHAT'S CHANGING, AND WHAT IT MEANS FOR BRANDS

Technology has fundamentally changed how consumers use media; how that consumption is measured; and as a result, how advertising can be bought and sold. Currency will never be the same, a change that may be the best news for brands in 100 years of media measurement.

Joshua Chasin

Chief Measurability Officer VideoAmp

STRATEGIC PARTNER WELCOME REMARKS

Lisa Mallen

Senior Vice President, Multi-Platform Integrated Partnerships & Advertising A+E Networks

MEDIA AT THE EPICENTER OF BRAND GROWTH AND BRAND GOOD

The explosive growth of Retail Media Networks, Social Shopping, DTC, and Performance Marketing, and the migration from third-party cookies to first-party data, has consolidated media at the core of advertiser business success. The technologies and platforms that underpin the new ecosystem however continue to be plagued by opacity, brand safety, privacy, accountability, and fraud issues. Industry wide action, greater transparency, and increased self-regulation is required to better inform and protect consumers, platforms, and advertisers alike. In this session you will hear what the ANA is doing to drive meaningful industry change for the benefit of advertisers and society.

Bob Liodice

CEO ANA

OPENING REMARKS

Host: Charlie Chappell

Vice President, Media The Hershey Company

MARC PRITCHARD KEYNOTE

For the seventh time in the ten-year history of this event, Marc Pritchard will deliver the opening keynote of the ANA Media Conference. Marc is 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

A LEADER’S VIEW OF MEDIA MEASUREMENT

Bloomin' Brands is one of the world's largest casual dining companies with more than 1,450 restaurants including Fleming's Prime Steakhouse, Bonefish Grill, and Outback Steakhouse. In this session, learn about the approach to media measurement from a CMO’s perspective. The discussion will include core media channels, meaningful KPIs, and the balance between “measuring true incremental impact” and “making in-the-moment digital adjustments.” Danielle will also speak to the complexities of the business and shifts in customer behavior in an evolving media landscape.

Danielle Vona

CMO and SVP Bloomin' Brands

PERSPECTIVE FROM AN AGENCY LEADER

Kirk McDonald is the CEO of GroupM North America where he leads 6500 people. He is a key player in providing more powerful and effective solutions for clients through the development of technology-enabled services. And Kirk is leading the way in driving real change across the industry to find a new balance of making advertising less interruptive and a valued part of the media experience.

Kirk McDonald

CEO GroupM

MEDIA AT THE SPEED OF 5G - A FIRESIDE CHAT WITH TONY WELLS

Tony Wells is Senior Vice President and Chief Media Officer for Verizon, one of the industry’s largest and most innovative marketers. A progressive thinker and agile marketer, Tony sits at the forefront of what is new and next in enterprise media solutions, sponsorships, experiential and digital marketing, sports, esports, music, and gaming. In this session Tony will share his unique view of the industry in a quickly changing, highly competitive and increasingly digital world.      

Tony Wells

Chief Media Officer Verizon

USING CREATIVE AND MEDIA DATA IN NEW WAYS

Visa is a world leader in digital payments. Decoded Advertising’s integrated strategy combines creativity, technology and media. This session will discuss how a progressive approach to brand building has driven unrivaled performance on Visa brand campaigns. Creative and media data are being used in more interesting ways by designing advertising to learn, creating a data feedback loop to optimize brand marketing, which is the last piece of the puzzle that needs to be influenced by data.

Mary Ann Reilly

SVP, Head of North America Marketing Visa

EVERY PERSON COUNTS: THE POWER OF AGE INCLUSION

Accounting for over 1-in-3 adults and 41 percent of consumer spending, the adult 55+ audience is growing in population, spending power, and influence. Connecting with them is more important than ever before. In this session, Marcela Tabares and Tara Lantieri will share findings from A+E Networks’ cultural insights study that gives voice to who they are, how they want to be seen, and explores the gap between current and desired representations in advertising.

Marcela Tabares

SVP, Research & Strategic Insights A+E Networks

STREAMING TV MEETS COMMERCE: HOW ROKU AND KROGER ELEVATE TV PERFORMANCE

The way people watch TV has completely evolved over the past few years. When matched with fresh, scalable shopper data, Connected TV optimizes audience targeting and campaign measurement. Kroger Precision Marketing and Roku have formed an exclusive first-to-market partnership to help brands reach shoppers where they are streaming with the most relevant content. Tune in to hear how this partnership comes to life and bridges data platforms to drive real business outcomes for brands.    

Halli Goddard

Advanced TV Lead Consultant Kroger Precision Marketing

LOCAL BROADCAST TV: LATEST RESEARCH AND STRATEGY

Local broadcast TV is an important part of many  brands’ media mix.  TVB’s video highlights the latest media research and how marketers are using local TV to achieve their objectives.

TVB

RETAIL MEDIA AND THE NEXT PHASE OF INDUSTRY DISRUPTION

The proliferation and acceleration of Retail Media is a signal of disruption that is poised to drive industry transformation in the years to come. As both the leader of Walgreens Media and the head of Walgreens Advertising Group, Luke Kigel will offer a unique perspective on the role of Retail in Media, and the ways that Retail Media will help shape the future trajectory as disciplines continue to converge and as the industry marches toward a cookie-less future.

Luke Kigel

VP, Walgreens Media and Head of Walgreens Advertising Group Walgreens

THE BENEFITS AND CHALLENGES OF IN-HOUSING MASS MEDIA

In-housing services back to the marketer that have traditionally been handled by outside agencies has been one of the biggest trends in the industry. Often such in-housing starts with "low-hanging fruit" (e.g., collateral and promotions) and then digital/social (given fast turnarounds required). Some – but not many – have ventured to take mass media in-house. That will be the story shared here by ADT Security Services, including the benefits and challenges of in-housing media. At ADT media is now fully in-house and has been for almost three years.

Christopher Lawrence

Director, Mass Media ADT Security Services

REBUNDLING MEDIA WITH CREATIVE

A while back, advertising agencies "unbundled" their media services from creative. Agencies saw that as a new profit center while clients perceived the benefit to be efficiencies. Now, some clients are rebundling media with creative, as was recently the case with Creminelli Fine Meats and agency Hanson Dodge. Results from the brand/agency's first all-under-one roof integrated effort have exceeded expectations. This session will focus on the client's reasons for moving its media business to its creative agency's in-house media operation, the agency's decision to offer media services, results, and lessons learned.

Eric Schwartz-Johnson

Chief Marketing Officer Charcuterie Artisans

CROSS MEDIA MEASUREMENT

Cross-media measurement has been a long-standing yet elusive goal for the marketing industry. The ANA's Cross Media Measurement (CMM) initiative, in collaboration with the WFA, VAB, 4A's, advertiser brands, and TV companies, is a marketer led industry measurement initiative that seeks to unlock value for all stakeholders and to deliver an improved ad experience for audiences through transparent measurement. This session will take you inside the work being done and the progress being made as the first pilot program is scheduled to launch in late Q3 and Q4, 2022.

Bill Tucker

Group EVP, ANA Executive Director, PRAM ANA

CLOSING REMARKS

ANA MEDIA LEADERSHIP GROWTH COUNCIL MEETING

(Invitation only event)

HOW THE J.M. SMUCKER CO. AND KROGER ARE SHAPING THE NEXT CHAPTER OF PROGRAMMATIC MEDIA

Programmatic media—and all of digital advertising—is at an inflection point. The old ways of targeting and measuring success aren’t going to work anymore. But Kroger, America’s #1 grocery retailer, has the tools to help brands win. Jill Smith of Kroger Precision Marketing, along with Kelly Sweeney of the J.M. Smucker Co., will introduce the new Kroger Private Marketplace, a solution that’s helping brands unlock the potential of retail data in the programmatic space.

Jill Smith

Director of Agency Partnerships Kroger Precision Marketing

OPENING REMARKS

Host: Charlie Chappell

Vice President, Media The Hershey Company

CTV’s PLACE IN THE MEDIA MIX

According to eMarketer, almost two-thirds of the U.S. population are CTV users and close to 50 percent of them are on ad-supported platforms. How does this impact the role of CTV in an advertiser's media mix, from reaching consumers to navigating CTV's pros and cons?

DJ Perera

Director, Media Center of Excellence Boehringer Ingelheim

THE MEDIA INDUSTRY TALENT CRISIS

There is a talent crisis in our industry. Agencies are struggling to recruit, train and retain the quantity and quality of talent required to adequately staff client teams and deliver great work. Clients are competing for scarce talent as they beef up their in-house capabilities and increase internal competency. Candidates have more choices and options than ever before in where, when, and how they want to work, and who they want to work for and why. In this panel we’ll hear from agency and client representatives on how we got here, what effect it is having on business, and what can be done to attract, motivate and retain great talent, and full and effective teams.

Moderator: Nadine Karp McHugh

Managing Director, Global Media Goldman Sachs

WHY MARKETERS SHOULD INCREASE THEIR INVESTMENTS IN NEWS

There is a rising consumer demand for news in the midst of a decline in advertiser support for news publishers. The news audience is a very valuable one, yet the news environment has become increasingly polarized, creating a challenge for marketers. This session will explore the reasons marketers should increase their investments with news publishers and the innovation seen in news products necessary to increase its appeal. The presenter, Lou Paskalis, has been a senior executive on the client-side for three decades, most recently at Bank of America where he led media investment globally; in October 2021 he joined MMA Global.

Louis Paskalis

President and Chief Operating Officer MMA Global

BUYER BEWARE – UNDERSTAND YOUR ADUs AND THEIR EFFECT ON INFLATION

There’s been a dramatic rise in ADUs (audience deficiency units) for national television, likely in the billions of dollars! ADUs have been growing due to overoptimistic network ratings estimates/guarantees that have not been fully delivered for years. Three critical concerns arise as a result. First, many advertisers rely on their agency and simple spreadsheets to track a very material asset. Second, networks have been scrambling to clear ADUs by any means available, including “special” opportunities offered to advertisers, offering digital impressions to cover linear under-deliveries, and most recently through “hybrid” deals. Has this reduced the value received? Third, the rush to unload ADUs has eaten into current inventory, contributing to media inflation. All this has turned into a big problem for advertisers and a big liability for the television industry. Advertisers are advised to get a firm handle on the extent of their ADUs, have guidelines on how the ADUs should be applied, and have a clear understanding how ADUs compare to the original value of their media buy. Buyers need to be keenly aware of the aftershocks of ADUs as they tighten inventory and lead to higher prices.

Manuel Reyes

Chief Executive Officer Cortex Media

EYES WIDE OPEN - KEY LEGAL CONSIDERATIONS IMPACTING YOUR MEDIA AND ADVERTISING INITIATIVES

Whether you are negotiating with an agency, engaging in the Metaverse, or launching a retail media network, approach it with your eyes wide open.  Reed Smith LLP Partner Keri Bruce, and ANA outside legal counsel, will explore legal risks and considerations for key initiatives on many marketers’ agendas.  Keri will cover pitfalls and potholes in, ad tech contracts, agency contracts, influencers, the metaverse and retail media networks.

Keri Bruce

Partner Reed Smith LLP

PROGRAMMATIC MEDIA TRANSPARENCY – LEVELLING THE PLAYING FIELD

In December 2021, the ANA launched a new in-depth study into the programmatic media supply chain. The goals of the study are to identify areas of outage and waste for advertisers, to rebalance information asymmetry in the space, and to recommend solutions for advertisers to eliminate waste and optimize investments in their own supply chains. A powerhouse alliance of partners – PwC, Kroll and TAG TrustNet - have been assembled to collectively probe the depths of the programmatic media buying ecosystem. The study will also include up to 40 ANA advertiser members who are currently being recruited to participate in the project. In this session Derek Baker and Mark Stewart will share the plan of action being undertaken for Phase 1 of this project – the open web, the progress being made, and the expected outcomes and advertiser benefits of the study.

Derek Baker

Principal, Marketing Transformation PwC

LOOKING BACK AND LOOKING AHEAD IN CURRENCY: WHAT'S STILL TRUE, WHAT'S CHANGING, AND WHAT IT MEANS FOR BRANDS

Technology has fundamentally changed how consumers use media; how that consumption is measured; and as a result, how advertising can be bought and sold. Currency will never be the same, a change that may be the best news for brands in 100 years of media measurement.

Joshua Chasin

Chief Measurability Officer VideoAmp