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Media Leadership Conference Presented By 2014 ANA Media Leadership Conference presented by March 30–April 1 | Boca Raton Resort & Club | Boca Raton, Fla. Download the ANA mobile app — e.ana.net We’ll be live tweeting throughout the conference (@ANAMarketers), as well as posting photos and other information at facebook.com/ANA. Join the conversation online using the hashtag #ANAmedia. www.ana.net Table of Contents 2014 ANA Media Leadership Conference presented by Google Agenda ............................................................................ pg 3 Speaker Bios .................................................................... pg 7 Attendee List ..................................................................pg 15 ANA Member Benefits .................................................... pg 29 Sponsor Information ....................................................... pg 33 www.ana.net 1 Agenda 2014 ANA Media Leadership Conference presented by Google SUNDAY, MARCH 30, 2014 Opening Night Dinner (8:00 p.m.) MONDAY, MARCH 31, 2014 Sponsored by MailOnline Registrations Opens (3:00 p.m.) Breakfast (7:30 a.m.) DIGITAL PUBLISHING: Sponsored by NUVOtv Pre-Conference Session (4:00 p.m.) GETTING IT RIGHT Rich Sutton, Chief Revenue Officer for General Session (8:30 a.m.) MEASURING ROI OF TV ADVERTISING MailOnline, will discuss top trends in digital publishing today and discuss WELCOME In an ever-connected world, more how MailOnline is driving unique value people are watching more television, and Craig Geller for its advertising partners. Topics like national advertisers continue to pour SVP, Ad Sales native, real-time marketing, branded dollars into the medium as it remains NUVOtv content and high-impact ads across the largest portion of their annual media desktop, tablet and smartphone will all strategy. But today, with the ROI of tele- be explored. MailOnline is the world’s OPENING REMARKS vision budgets scrutinized like never largest English-language newspaper before and “C-suite” executives looking Suzie Reider web site reaching 43 million monthly for greater accountability from market- Managing Director, Brand Solutions unique U.S. visitors and 187 million ing spend, how do advertisers tie these Google worldwide. For people who want to media expenditures to actual business be part of the world’s conversation, Mark Kaline (Co-Host) results? This session will share best MailOnline is a next generation popular Global Director, Media, practices of how LifeLock is improving Licensing and Consumer Services news stream driven by the instinct of the effectiveness of its television media Kimberly-Clark Corporation seasoned journalists and continually investments and proving ROI. optimized with real-time data. Colleen Milway (Co-Host) Eric Fischer Media Director Rich Sutton Director of Media, Sponsorship, and Media Analytics JPMorgan Chase & Co. Chief Revenue Officer, North America Lifelock MailOnline ANA OPENING KEYNOTE: Opening Reception (7:00 p.m.) THE MEDIA INDUSTRY MUST CHANGE! Sponsored by AOL Cocktails, conversations and connections! Bob Liodice, ANA president and CEO, is an advocate of change for the media industry, specifically in the critical areas of measurement, the eroding value of digital media, and media transparency. • Measurement: The ANA believes that there isn’t any issue more important to marketers than measurement. Simply put, better measurement can help marketers make better decisions www.ana.net 3 Agenda 2014 ANA Media Leadership Conference presented by Google that can then drive business results. MASTERCARD: LEVERAGING MEDIA TO appropriately employing sponsored But there has been no central body in CONNECT TO CONSUMERS native advertising; working closely with our industry that has guided the media partners to experiment with new measurement discussion, and that One of the key tenets in any investment formats and messages; and being needs to change. today is moving beyond simply reach- relevant to your audience. ing people and instead focusing on • Eroding Value of Digital Media: engaging the audience. MasterCard Barbara Basney Piracy, click fraud, and viewability is working toward increasing value by Vice President, Global Advertising and Media issues have led to an erosion of the driving deeper consumer engagement Xerox Corporation value of digital media. Marketers are and action to their media investment. not getting what they’ve paid for! In this session, you will hear about four THE STATE OF PROGRAMMATIC According to some estimates, for key areas: MEDIA BUYING example, half of video ads are not viewable at all. Marketers, agencies, • The MasterCard Brand: How the Programmatic media buying, once dis- and publishers must take notice and “Priceless” campaign has driven missed by many marketers as “not for address this issue, as otherwise the value for the company me,” is increasingly becoming a criti- great hope of digital media could be • How We Have Evolved: How cal component in leading brands’ paid more like the “great hype.” Mastercard has moved from using digital media efforts. In this session, you • Media Transparency: More so than at media for simply driving awareness will hear a brief history lesson on the rise any time in recent memory, ANA has to driving action of programmatic buying; take a look at the current state of programmatic media heard many member concerns on • The New Model: How the company buying across display, video and paid media transparency. This includes has built a media framework that social media; and consider some crucial issues related to agency trading ensures relevance and consistency, questions many marketers still have, desks, rebates from media compa- and some powerful examples nies to agencies, and programmatic including “What is programmatic buying • buying. Are agencies and media Measuring Success: How the brand anyway?”, “What are some things to con- companies hiding information from measures the success of its media sider in choosing a programmatic buying marketers, or is this just representa- investment technology?”, “What is my agency’s trading desk doing with my money?”, and tive of the new media environment Ben Jankowski “What would it take to bring program- that we are all living in? Group Head of Global Media matic buying in-house?” MasterCard Worldwide Bob Liodice President and Chief Executive Officer Joanna O’Connell ANA BRANDS AS PUBLISHERS Director of Research AdExchanger Wearing the hat of publisher is a major shift in the way Xerox tradition- CAN TRADITIONAL & DIGITAL MEDIA ally approaches marketing and com- PLAY NICELY TOGETHER IN THE SAME munication. Xerox’s use of content marketing has enabled it to change SANDBOX? perceptions and reposition the brand. Marketers have been challenging their According to Xerox, essential guidelines media agencies to increase their pres- for content marketing include integrat- ence in the digital world. Has digital ing paid, owned, and earned content; now become traditional? How does 4 www.ana.net Agenda 2014 ANA Media Leadership Conference presented by Google traditional media interact with its digital AMERICAN LICORICE FINDS ITS John Montgomery counterpart? The fundamental chal- SWEET SPOT WITH EARNED REACH Chief Operating Officer, North America lenge is, “Can traditional and digital GroupM Interaction media work together to effectively Driven by the rapid maturation and Chair deliver your consumers? Can they play changing expectations of social and 4A’s Media Leadership Council nicely together without ‘hitting’ each mobile media consumers, market- other?” A panel of leading media practi- ers must adapt strategies and develop NEW CURRENCY FOR DIGITAL tioners will share their thoughts. branded content to fit within the inher- ADVERTISING ent experience and individual nuances of Moderator: various platforms. Meanwhile, challenges Media Rating Council is leading the Bill Kashimer include increasing fragmentation of the cross-ecosystem movement toward the Director, Media, Production and Agency Management media landscape, the rising cost of paid transition from served ad impressions to Sun Products Corporation impressions on social, and a growing viewable impressions for digital advertis- Kim Canfield wariness of overt advertising from end ing transactions. Aligned with the Making Director, US Media users. At American Licorice, media strat- Measurement Make Sense (3MS) initia- Colgate-Palmolive Company egies are constantly being evaluated and tive’s recommendation, MRC believes that optimized to create meaningful experi- digital advertising impressions, particu- Jerry Daniello ences for consumers. Focusing on the Senior Vice President, Integrated Marketing larly for brand advertising campaigns, targeted application of paid media to ABC Television should be viewable in order to be more amplify creative content with earned comparable to other media as the basis of Joanie Dougherty reach, American Licorice will share how currency. MRC has been engaged in pilot Vice President, Ad Sales Integrated Marketing its brands are triggering engagement testing and standards development work ABC Family with very limited budgets. for more than a year, and will address the expected lifting of its Viewable Impression Michael Kelly Advisory, which will allow for the wide- Luncheon Keynote (12:40 p.m.) Media & Consumer Communications Manager spread use of viewable impressions as a Sponsored by Google American Licorice Company digital currency metric. In addition, the Kellogg Company will share how it has HAVE YOU BEEN READING THE STRONGER TOGETHER taken the learning from this
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