LOOKING BEYOND THE COOKIE FOR TARGETING & MEASUREMENT

As the cookie continues to deteriorate, advertisers are finding themselves hemmed into a shrinking world of addressable consumers. Focusing only on users who can be identified via cookies is untenable. In this session, Flashtalking CEO John Nardone takes a look at the findings of Flashtalking’s 2020 Cookie Rejection Report and proven methods for advertisers to future-proof both targeting and measurement in the cookie-diminished ecosystem of the future.

John Nardone (@flashtalking)

Chief Executive Officer Flashtalking

Bill Duggan (@BillDuggan)

Group Executive Vice President ANA

BUILDING A RESPONSIBLE MEDIA SUPPLY CHAIN

Significant problems persist in our media supply chain – waste, fraud, privacy breaches, consumer data misuse, harmful content, and misinformation, among others. As the next half of the world’s population gets connected online; as the TV media world transforms; and as we innovate with artificial intelligence, virtual, augmented and mixed reality, the problems could grow exponentially unless all stakeholders come together and act. Marc Pritchard, P&G’s Chief Brand Officer and Chairman of the ANA will share an imperative that we must use our individual and collective intellectual firepower to accelerate progress toward a responsible media supply chain that is built for a different future that, first and foremost, serves the best interests of consumers.

Marc Pritchard (@ProcterGamble)

Chief Brand Officer The Procter & Gamble Company

LEADING TRANSFORMATION IN AUDIENCE MEASUREMENT

Nielsen helps connect clients to the audiences that make their media count. In these turbulent times, powering smarter marketing through data, technology, and cloud-based solutions remains critical to driving growth. David Kenny has spent his career in Data Science and AI. As CEO & Chief Diversity Officer at Nielsen, his vision for transformation in measurement and product development enables marketers to make bold decisions through trusted insights to transform their businesses in the midst of uncertainty.

David Kenny (@davidwkenny)

CEO & Chief Diversity Officer Nielsen

BREAK

THE CONVERGENCE OF MARKETING

The marketing environment has completely transformed due to rapidly changing consumer behavior. Brands and marketers must evolve and implement a new, faster way of working. At Nissan, Allyson Witherspoon, Vice President Marketing Communications and Media has broken down silos and deconstructed agency channels by collapsing creative into media. This including merging internal and agency staff from specialized shops into “cluster teams” based upon Nissan’s product line-up. This new approach has allowed Nissan to solve marketing challenges faster, optimize campaigns in real time, and increase the effectiveness and efficiency of communications.

Allyson Witherspoon (@allysonspoon)

Vice President, Marketing Communications and Media Nissan North America

THE END OF MARKETING AS WE KNOW IT
Addressable media and measurement as we know it is under threat. Privacy regulations - from GDPR to CCPA and actions recently taken by Google and Apple - will impact how brands use data for audience targeting, measurement, and marketing optimization. Ted Prince, EVP and President at Neustar, will discuss the implications of these tectonic shifts for global brands, media publishers, and the consumers they serve, and share a vision for the path forward.

GENIUS AWARDS FINALISTS ANNOUNCEMENT
Prince will also announce The 2020 ANA Genius Awards, presented by Neustar, recognizing excellence in marketing analytics. This year’s finalists represent an exciting mix of marketers across diverse industries. Find out who made this first cut across the categories of adoption, growth, innovation and storytelling. 

Ted Prince

President, Analytics Solutions Neustar

THE NECESSITY OF CROSS-MEDIA MEASUREMENT

While the growth in media options has rapidly fragmented the consumer audience, the measurement of consumers has fragmented as well… rendering essential metrics such as cross-media reach and frequency to be unmeasurable. This has resulted in a significant setback for marketers and their ability to effectively plan and evaluate advertising campaigns holistically across media touchpoints. This panel will address the necessity of achieving cross-media measurement from a global and local perspective. The panel will review the business case for a cross-media measurement solution, the work of the WFA to establish global cross-media measurement principles and how this approach is now being applied by the ANA to create a U.S. system of cross-media measurement.  

Moderator: Artie Bulgrin

Consultant/Cross-Media Measurement Lead ANA

WHAT’S NEXT FOR AUDIENCE TARGETING AND ATTRIBUTION OPTIMIZATION

With media viewing habits in a constant state of change, it’s more important than ever for marketers to approach audience targeting with flexibility. Likewise, innovation is critical for media and technology partners to deliver effective and efficient solutions to marketers. This session will share lessons learned and best practices for identifying and reaching desired audiences in a rapidly changing environment, pushing beyond demographic boundaries with tools that provide flexibility and innovation to pivot quickly and deliver ROI efficiently.

Roseann Montenes (@rmontenes)

VP, Precision + Performance A+E Networks

BREAK

BUILDING A MEDIA AND MEASUREMENT STRATEGY FOR SUSTAINABLE GROWTH

Over six months, three crises [health, economic, social] have accelerated changes that now pose deeper challenges and more profound opportunities for companies. There isn’t a single business that hasn’t been affected or forced to think about the way it reaches consumers and drives growth. Businesses have an opportunity to sustainably grow their bottom line by investing in their measurement strategy — both now and for long-term. Businesses need to reconnect their brands to what matters to consumers today, meet them where they are (as rapidly as that changes) and transform now for future growth.

Debbie Weinstein

Vice President, YouTube & Video Global Solutions Google

INSIGHTS MAKE HISTORY WITH CREATABLE WORLD, A LINE OF GENDER-INCLUSIVE DOLLS

A look at taking macro trends and incorporating into design implementation. How kids can help design products for the future and create change by listening to them. Using qualitative insights to capture highly sensitive nature and confidential material in a world that revolves around big data.

Monica Dreger (@MonicaDreger)

Vice President, Global Consumer Insights Mattel, Inc

During this 30 minute session, attendees will be able to take part in multiple automatically generated 1-1 meetings. Attendees will have the opportunity to meet with each other up to 5 times for 5 minutes.

JOIN THE MOVEMENT. CENTRALIZE CREATIVE. ENABLE MEDIA & MEASUREMENT

Today’s hyper-fragmented media landscape has introduced new challenges to the disciplines of media and measurement, but a simple shift is enabling leaders to lay the foundation essential to both. Grab your coffee and join Melinda McLaughlin, CMO of Extreme Reach, to understand how to set up teams to execute media plans flawlessly and enable measurement at the source.

Melinda McLaughlin (@MelOnMktg)

Chief Marketing Officer Extreme Reach

Bill Duggan (@BillDuggan)

Group Executive Vice President ANA

BALANCED MEASUREMENT

In the past few years, we have witnessed changes at a frenetic pace. When it comes to measurement there is an urgent need for the industry to evolve from navel gazing to having a holistic perspective with a need to measure not only for short term intensity but also for long term consistency. In this session, Stan Sthanunathan, EVP Consumer & Market Insights at Unilever, will share how what we need to do as an industry is to focus on fundamentals and pepper it with what the world needs today while making sure to not get carried away by the “shiny new toy syndrome”.

Stan Sthanunathan (@SSthanunathan)

EVP Consumer & Market Insights Unilever

DIGITAL-FIRST MEDIA AT ELI LILLY

Changing the media mix at large, established companies is no small task. But consumer needs are changing rapidly and Eli Lilly is rising to the meet the challenge. Lina Shields, Chief Media Officer at Eli Lilly will share how the pharmaceutical giant marries tech and data to understand their consumer journey. Hear how Lilly created a "digital transformation manifest" built around engaging consumers and personalizing their experience.

Lina Shields (@LinaP_Shields)

Chief Media Officer Eli Lilly

BREAK

WHERE TV AND OTT/STREAMING WORLDS COLLIDE

How consumers watch television, movies and other video content has changed dramatically in just a few short years. Americans are not only watching video on a variety of new devices and platforms, they now have more options for what, when and where they watch content than ever before. This creates complex challenges as well as opportunities for brand marketers who want to engage with consumers leveraging the power of sight, sound and motion. In this data-infused, eye-opening session, eMarketer co-founder Geoff Ramsey will paint a vivid picture of how the worlds of traditional TV, movie distribution and video streaming are colliding over the next 12 – 18 months.

Geoff Ramsey (@insider_intel)

Co-Founder/Chief Evangelist eMarketer

PLANNING THROUGH THE PANDEMIC, POLITICAL AND THE IMPROBABLE

As political advertising peaks in the weeks leading into the election, marketers will be challenged by its impact on the pricing and availability of local paid media. This year, marketers have already been tested in new ways by adjusting communications in response to the pandemic. Strategists Corinne Casagrande and Tess Erickson from Broadbeam Media, the performance and analytics arm of Active international, will show how they analyze data to detect when a market is about to be flooded with political ad spending, and share how understanding consumer mobility during the pandemic has helped them attribute media more effectively. They’ll also discuss tactics for building the local reach you need; transacting with stations, digital video, OTT and fractional overlays.

Corinne Casagrande (@CorinneBigHouse)

Senior Vice President, Strategy Broadbeam Media

BUILDING A MARKETING SURVIVAL TOOLKIT

Cookies are on their way out. Privacy regulation is disrupting how we monitor online ad exposure. And a pandemic has significantly changed consumer behavior. Is this the end of marketing measurement and MTA as we know it? 

Marc Vermut

Vice President, Marketing Solutions Neustar

BREAK

THE POST-PANDEMIC PIVOT: HOW CROSS-SCREEN ATTRIBUTION AND STATE-OF-THE-ART DATA IS SOLVING FOR THE CHALLENGES OF TOMORROW, TODAY

How much has your daily life changed since January of this year? From the way you work, to the way you shop, to the way you consume media – as the world quickly shifted in 2020, you undoubtedly made adjustments to your daily life to follow suit and keep pace. Media planning is no different. As consumer behaviors shift, brands and agencies must be equipped with the tools to inform what's working and what not in order to stay flexible and nimble enough to pivot quickly to stay ahead. In this session, Comscore will be joined by our partners at LiveRamp to explore the challenges brands are facing in today's evolving marketplace, and discuss why an always-on cross-screen attribution tool powered by best-in-class data is necessary to the future of media planning and buying.

Kristin Sullivan-Stoesser

VP, Advertiser Solutions & Sales Comscore

BUILDING TRUST AND TRANSPARENCY IN DATA

"Data" is likely the trendiest four-letter word in the advertising industry. Despite all the benefits that data can provide, there are challenges, including data confidentially issues and even rebates for digital ad data, undisclosed to clients. In this session, Simulmedia CEO Dave Morgan will discuss these issues and the things we can do now to reduce their risk, including in the use of data in TV advertising.

David Morgan (@davemorgannyc)

Chief Executive Officer Simulmedia

DRIVING ACTION TO FUEL CHANGE

Marketers have been working in an ecosystem that has not kept pace with technology and opportunity.  While the speed of change on ways that we can market have grown exponentially, we still work in many legacy systems across measurement, reporting and trading of our media investments.  Recently marketers have been more active about banding together to lead this change.  Rather than wait for others to create change, marketers have been more active about leading groups.

This session led by Ben Jankowski, SVP Global Media at Mastercard and Co-Chair of the ANA Media Leadership Committee will discuss some of the key areas where we need to focus including the steps being taken to create change and what any marketer can do to learn and help.

Ben Jankowski (@bjankow)

Senior Vice President, Global Media, Mastercard Co-Chair, ANA Media Leadership Committee