2016 ANA Masters of Media Conference

BIG & SMALL SCREENS: HOW GEICO IS DEVELOPING UNSKIPPABLE CONTENT

GEICO has long been a major television advertiser but in recent years they, along with the help of their 20-year advertising partner The Martin Agency, have greatly expanded their presence in all things mobile and online. GEICO’s new mobile app was recently touted as the best in the category and their new pre-roll online advertising gained international recognition for being the first company to create content specifically designed for that space. In this session you’ll hear how all the content works together to help make GEICO the fastest growing car insurance company for the last decade.

Brad Higdon

SVP/Group Account Director THE MARTIN AGENCY

Ed Montes

Chief Revenue Officer dataxu

IMPACT ON ROI BY MAXIMIZING MEDIA QUALITY

Understanding the quality of digital media is key to advertisers, but the ability to mitigate waste when it comes to ad fraud, brand safety and viewability is even more important for brands.  Join Whitney Low, Head of Client Development at Integral Ad Science, and Gary Milner, Director, Global Digital Marketing of Lenovo, as they share the blueprint for maximizing media quality and increased ROI for Lenovo.

Whitney Low

Head of Client Development Integral Ad Science

OPENING REMARKS: MEDIA’S “BIG FOUR” CONCERNS

The media industry is plagued by the shaky foundation of technology.  While technology has catapulted the industry's ability to increase efficiencies and consumer targeting, it also left us extraordinarily vulnerable.  Technology has given rise to the "Big Four" of generally interrelated concerns that threaten the underpinning of digital marketing:

1. Viewability/measurement
2. Ad fraud
3. Ad blocking
4. Media transparency

Simply put, the client/agency community needs to do more to attack and address each of these concerns.

Bob Liodice

President and CEO ANA

CAN CANDY BE FAMOUS? TURNING SOUR PATCH KIDS INTO A CULTURAL ICON

Sour Patch Kids is going beyond the data to understand and reach the incredibly valuable yet elusive teen consumer.  Discover how the brand is placing itself at the heart of the cultural conversation by tapping into the heads and hearts of teens and millennials through content, social, live events, television and more!

Farrah Bezner

Head of New Business Ventures Mondelēz International

MARKETING FOR THE YEAR IN WHICH WE ACTUALLY LIVE

Not afraid to tell it like he sees it, Gary Vaynerchuk is an entertaining, thought-provoking business practitioner rooted in the notion of marketing in the year we live in and betting on one’s strengths to ensure a path to success and happiness. Fresh out of college he took his family wine business, Wine Library, and grew it from $3M to a $60M in just five years. Now he runs digital agency VaynerMedia. Along the way he became a prolific angel investor and venture capitalist, investing in companies like Facebook, Twitter, Tumblr, Uber, and Birchbox before eventually co-founding investment fund Vayner/RSE. His #AskGaryVee show focuses on marketing, social media, and entrepreneurship, reaching a weekly audience of more than 100,000 people and is now approaching 200 episodes.

Gary Vaynerchuk (@garyvee)

Marketer, Entrepreneur, Agency Owner, Social Media Guru Vayner Agency

TACO BELL WINS BEYOND MILLENNIALS WITH SOCIAL MEDIA, MOBILE, BRAND PARTNERSHIPS & PRODUCT INNOVATION

Taco Bell, Inc. is the nation’s largest Mexican fast-food chain. As Ad Age’s 2013 Marketer of the Year, they are continually capitalizing on key opportunities for social experimentation, media disruption, and digital innovation. In late 2015, they consolidated their estimated $300 million traditional media agency assignment and in 2016, they will advertise to the Super Bowl for the first time in 3 years. In this session, they will share their integrated media story and insights on how they continually innovate through traditional & innovative media platforms, digital media, and product innovation to “Live Mas.”

Juliet Corsinita (@runner24)

Vice President, Media and Brand Partnerships Taco Bell Corporation

IKEA: JOURNEY TO BECOMING AN AWARD-WINNING CONTENT BRAND

IKEA has seen significant success with content marketing and branded content, embracing the strategy early on. As such, IKEA has had many successful projects across a wide range of media, from a video Web series (which ended up airing on national television) to spoofing their own brand. In this session, hear from IKEA’s U.S. Director of Media to learn how her team crafted an award-winning media and creative strategy and made IKEA a content brand.

Alia Kemet (@AliaKemet)

U.S. Director of Media IKEA North America

MEDIA MEASUREMENT: TODAY AND BEYOND

In today's increasingly fragmented media world, precise measurement requires scale. Only Comscore's massive cross-platform databases provide advertisers with the granular insights they need to grow their brands by reaching more of their target audience more efficiently and effectively across platforms. In this session, Aaron Fetters, SVP Comscore Marketing Solutions, will specifically explore how online video can best be integrated with traditional television across all devices and how measurement needs to evolve to meet the needs of advertisers.

Aaron Fetters

Senior Vice President, Marketing Solutions Comscore

AROUND THE MEDIA WORLD WITH A LEADING WALL STREET ANALYST

Brian Wieser is responsible for coverage of “all things media” (traditional, online, ad-tech, marketing tech, measurement, etc.) for Pivotal Research. He is well known for successfully identifying key trends and for his deep understanding of the industry honed from years as an advertising agency executive and his substantial rolodex of industry practitioners.  In this fast paced session, Brian will share his perspective on urgent issues affecting the media world including:

• Key digital advertising trends
• The television industry and the upfronts
• Issues in media measurement
• Learning from the recent surge of media agency reviews – “Mediapalooza”
• Health of the publicly traded holding companies and their media units
• Trends among ad tech and marketing tech companies

Brian Wieser (@brianwieser)

Senior Analyst - Advertising/Media/Internet Pivotal Research Group

UNRAVELING DIGITAL ADVERTISING’S BIGGEST ISSUES

This session will address the top issues in digital advertising --- including ad fraud, programmatic transparency, unseen or blocked ads and the overall safety of your brand in today’s digital marketing ecosystem. From her unique perspective as chair of the Alliance for Audited Media and head of integrated media solutions for a leading marketer, Chris Meringolo will be interviewed by AAM’s Tom Drouillard to provide insight on issues including: (a) steps to take to combat online fraud and ensure you advertise in safe environments; (b) building a more open and transparent relationship with your digital agencies and vendors; (c) challenges ahead in ensuring a transparent, brand safe environment.

Christina Meringolo (@Bayer)

Vice President, Integrated Marketing Solutions / Chair, Board of Directors Bayer Consumer Care / Alliance for Audited Media (AAM)

OPTIMIZE DIGITAL AD SPEND BY REDUCING FRAUD – NEWLY RELEASED INDUSTRY STUDY

For the second year in a row, ANA partnered with White Ops to measure bot fraud (i.e., non-human traffic).  Forty-nine ANA members deployed White Ops detection tags on their digital advertising; all participants received proprietary information specific to their buys while the aggregate data was reported to the industry.  Results show that fraud is especially high in programmatic advertising and sourced traffic.  The report encourages advertisers to take an active role in the fight against fraud and offers a number of proactive ideas to help. 

Moderator:

Jennifer Gardner
Senior Director Media, North America
Unilever United States, Inc.

Panelists:

Ron Amram (@Heineken)

Vice President, Media Marketing Heineken USA, Inc.

THE NISSAN INTEGRATED MEDIA SUCCESS STORY *^

Jeremy Tucker joined Nissan a year and a half ago to lead marketing communications and media. In that time, Nissan has become more focused and efficient via a “fewer, bigger, better” approach. One example of that is Nissan’s partnership with the Heisman Trophy and sponsorship of the popular Heisman House.  Nissan’s Heisman House is a series of behind-the-scene video clips – featuring 12 legendary Heisman trophy winners – that offer a glimpse of what it might be like if fierce rivals became housemates, living together under one roof. The campaign includes a strong partnership with ESPN and very active social media presence – the Twitter hashtag #heismanhouse has over 600k followers.  Jeremy will share the Nissan integrated media story and highlight key partnerships that have been part of their “fewer, bigger, better” approach. 

Jeremy Tucker (@Nissan)

Vice President, Marketing Communications and Media Nissan North America

PROGRAMMATIC BUYING – FOCUS OF NEW ANA/FORRESTER SURVEY

Programmatic buying remains a huge opportunity as marketers are allocating a greater proportion of their media spend to programmatic while expanding its use well beyond online display to include all media types. While programmatic offers the benefits of targeting and efficiency, it also has many challenges including a lack of transparency and higher levels of fraud. This session will reveal survey results on the “current state of programmatic” among the client-side marketing community while offering recommendations for marketers to improve the effectiveness of their programmatic advertising.

Jim Nail (@jim_nail)

Principal Analyst Forrester Research

MILLERCOORS’ MEDIA JOURNEY: THE BALANCE OF ART AND SCIENCE ^

Brad Feinberg currently serves as the Corporate Media Director for the MillerCoors overseeing all national media activity across the entire portfolio of brands. In Brad’s six years at MillerCoors, he has most recently helped contribute to the turn around on Miller Lite – the original lite pilsner – as well as helped spearhead the highly successful Redd’s Apple Ale and Smith and Forge Hard Cider new product launches. He also has helped propel Blue Moon to the number one craft beer brand in the U.S. with its launch into National Media in 2010.

His passion for analytics and creativity has led to initiating breakthrough media efforts for MillerCoors across TV, digital and print that has delivered business growth as well as recognition within the media industry. 

Brad Feinberg (@bwfeinberg)

Senior Media & Digital Director MillerCoors

CONAGRA FOODS: USING DATA TO CREATE WINNING CONTENT MARKETING

Content marketing has become the great equalizer for brands and Conagra Brands has a competitive advantage through great storytelling that communicates brand stories in highly relevant ways. The challenge for all marketers remains on how to successfully produce original content that engages, entertains and is relevant to core audiences while delivering on brand metrics. In this session, the Director of Media, Global Marketing at Conagra Brands will share their success in using insightful data to drive communications strategy across a portfolio of brands.  Attendees will learn and hear insightful ideas on how they architected an infrastructure to mine the right data, removed the traditional monolithic consumer-ad approach, and migrated toward a world that makes their brands truly relevant to consumers.

Heather Dumford (@hdumford)

Director, Media, Global Marketing Conagra Foods, Inc.