2015 ANA Media Leadership Conference presented by Google

Native Advertising

Native advertising has been one of the hottest and most controversial terms of the year. Native advertising is a method in which the advertiser attempts to gain attention by providing messaging in the context of the user's experience, with the intent of making the paid advertising feel less intrusive and thus increase the likelihood users will engage with it. A recent ANA survey reveals that 58% of all respondents have engaged in native advertising.  This preconference session will present some of the highlights of this research – budgets, measurement, legal disclosure, overall management, benefits and challenges – and encourage a dialogue among participants to share experiences. In addition, Xerox will share examples of their recent work in native advertising.

Christopher C. Boles (@chriscboles)

Director, Global Advertising & Media Xerox Corporation

A GLIMPSE BEHIND THE CURTAIN OF CONNECTED TV

With much uncertainty around the future of TV, one thing is for sure: whether it’s through Roku, Xbox, Amazon Fire TV, or a smart TV, consumers are quickly adopting connected TV.  Streaming your favorite content to your television opens up an exciting world of new, premium, unskippable advertising opportunities for marketers. This preconference session will be an opportunity to peer into connected TV’s 'state of play'. Hear experts share up to the moment updates on consumer adoption and usage, network and digital publishers' response, pay TV vs. distributors – is there a difference in their approach and is there a “winner” emerging – and how advertisers are responding.

Rob Aksman

Co-Founder, Chief Experience Officer BrightLine

Opening Remarks

Ed Montes

Chief Revenue Officer dataxu

Welcome/Opening Remarks

Kim Larson

Global Director BrandLab (Google)

OPENING KEYNOTE: MEDIA VALUE IN A DIGITAL WORLD

Advertisers are forging a new media frontier with consumers through digital technology, and we’re now at an inflection point where we have the opportunity to realize the full potential of media to create value in a digital world. But we have a shared responsibility – advertisers, agencies, publishers, suppliers – to address important issues facing the industry in this new world. Wearing dual hats as P&G Chief Marketing Officer and ANA Vice Chairman, Marc Pritchard will offer his perspective on digital technology’s potential to create value for consumers, and industry considerations for fully realizing the promise of media in a digital world.

Marc Pritchard

Chief Brand Officer The Procter & Gamble Company

RETHINKING & REINVENTING THE ROLE OF THE MEDIA PROFESSIONAL

The role of media continues to grow in importance – it’s now the steam engine of the locomotive rather than the caboose.  But the marketplace continues to change as there is a blurring between paid, owned and earned media as well as a blurring between the roles of industry players.  To remain more relevant in these changing times, today’s media professional needs to increase competencies and become more collaborative.  This session will provide guidance for media professionals to rethink and reinvent their respective roles in order to maintain and increase relevance in the future.

Rishad Tobaccowala (@rishad)

Chief Strategist Publicis Groupe

NETFLIX’S IN-HOUSE APPROACH TO PROGRAMMATIC

“Programmatic” was the 2014 ANA marketing word of the year. Netflix is one of a growing number of marketers who has established an in-house programmatic team.  Reasons they have done so include keeping key information internal, being able to take faster action, and better collaboration between cross-departmental teams (e.g., social, paid search). The senior manager of programmatic buying of Netflix will take us behind the scenes of their programmatic buying operation.

Kathy O’Dowd

Senior Manager, Programmatic Buying, NA Netflix

FRAUD IN DIGITAL ADVERTISING – WHAT ADVERTISERS ARE DOING ABOUT IT

In 2014 ANA partnered with White Ops on a study to determine the level of bot fraud (i.e., non-human traffic) occurring across the digital advertising of leading marketers and provide insights to help eliminate such fraud in future campaigns. ConAgra, Kellogg’s, and LaQuinta were among the ANA member company participants and each will share key learnings and action steps that came out of the study.

Fernando Arriola

Vice President, Media & Integration ConAgra Foods

Behind The Scenes: Real-Life Lessons in Branded Content Creation

While 2015 has been declared ‘The Year of Branded Content’, questions remain about the most effective way for brands to get started - strategically, creatively and operationally.   This session provides behind-the-scenes insight into how brands are succeeding in content today. Hear the real-life lessons and candid stories from Johnson & Johnson and Google’s strategic consultancy BrandLab, distilled into key principles that every brand can implement in 2015.

Kim Larson

Global Director BrandLab (Google)

MEDIA TRANSPARENCY

Ad Age recently identified media transparency as one of its “Biggest Stories of the Year” and acknowledged work from ANA, saying:

• Media Transparency: As digital-media buying reached an all-time high this year, marketers pushed for more clarity around agency-compensation models, inventory pricing, ad viewability and fraud. An Association of National Advertisers survey found that nearly half of respondents were concerned about the transparency of media buys.

This session will explore the issue of media transparency, covering multiple media types.  How bad is it?  What are some actions steps should the industry take?

Bill Duggan (@billduggan)

Group EVP ANA

ICE BUCKET CHALLENGE: VIRAL MARKETING SENSATION

The ice bucket has been a game changer in the fight against ALS disease and has raised an estimated $220 million globally as of year-end 2014, with the ALS Association receiving $115 million of that. The ice bucket challenge has become a viral sensation and provides many insights for marketers:

• The power of community – the challenge took off when friends and family of Pete Frates used it to draw attention to his situation and involved the local greater Boston area community.
• Keep it simple – the challenge, including donating to ALS, is simple.
• Make it participatory – invite friends and colleagues to take part.
• Make it sharable – social media allows participation to be shared.
• The power of video – video helps tell a great story.
• Celebrity acceleration – celebrity involvement accelerated the spread of the ice bucket challenge and generated broad national media coverage.
• Make me feel that there is “good” – the charitable component of the ice bucket challenges created tremendous goodwill.

The Chief Communications & Marketing Officer of The ALS Association will share the incredible story of the ice bucket challenge and also discuss plans to keep the momentum moving forward.

Carrie Munk

Chief Communications & Marketing Officer The ALS Association

Led by Betsy Dopico, Zumba Education Specialist (@betsydopico)

Born in Cuba, Betsy Dopico holds a degree in music and has won many awards for her musical talent. Betsy co-owns B2 Studio Boutique in Miami and travels the world as a Zumba Education Specialist.

DR PEPPER SNAPPLE: MEDIA INTEGRATION STORY

In a highly competitive beverage category, the need to innovate, integrate, and drive efficiency across media channels is crucial for the Dr Pepper Snapple brand portfolio.  In this session, you will hear from Blaise D’Sylva who leads Dr Pepper Snapple’s integrated media strategy and oversees all media buying for the brand portfolio.  He will share their media and content marketing story and how they continually drive measurable, actionable, and sustainable initiatives to support their business.

Blaise D’Sylva (@wtfcoach)

Vice President, Media and Content Planning Dr Pepper Snapple Group

SUBARU’S SUCCESS WITH BRANDED CONTENT

Subaru has had great success with branded content to drive business.   One of those integrations is with “Portlandia,” the comedy series on IFC cable that pokes fun at the residents of Portland, Oregon and the Pacific Northwest. Subaru has just returned for a fifth season and what originally began as a simple product integration has expanded into a full partnership with  Subaru integrated into the storyline of the program, with activation via both cable and digital. Brian Cavallucci, national advertising manager, will share the lessons Subaru has learned along the way including the importance of being authentic, measurement of results, and potential pitfalls.  He will also briefly highlight other Subaru branded content success stories.

Brian Cavallucci (@bcavallucci)

National Advertising Manager Subaru of America

Zumba: A Non-Traditional Way to Build a Global Brand

Zumba is a global lifestyle brand and phenomenon that fuses fitness, entertainment, and culture into an exhilarating dance-party workout. Founded in 2001, it is now the largest branded dance-fitness company in the world. Zumba recently launched its first ever multimedia campaign, themed “Let It Move You” featuring television, digital, social, and PR. Fifteen million weekly participants, led by its instructor brand advocates and a new campaign are creating buzz for Zumba.  #LETITMOVEYOU' 

Carolina Moraes

Brand Director Zumba Fitness

CITY YEAR'S MEDIA INNOVATION STORY

City Year, Inc. is a nonprofit organization that seeks to help young at-risk students stay in school. Gillian Smith, chief marketing officer at City Year, will share City Year's media innovation story including how they reached almost 5.5 million people via social media with very little paid media spend by relying on partner and fan media brands to help further spread its message.

Gillian Smith (@MiamiGSmith)

Chief Marketing Officer City Year, Inc.