TV and video continue to present great opportunities to advertisers. Overall television viewership is at an all-time high as the average U.S. viewer watches 4 hours and 49 minutes of television per day-up 20 percent from a decade ago, according to Nielsen. The trade press reports that television is reaping the greatest benefits of an improved advertising market due to stronger-than-expected demand. There are exciting developments in technology, including mass availability of addressable TV.
Meanwhile, other types of video are enjoying robust growth.
Online video advertising is forecast to be the fastest-growing segment of the media industry through 2012.
Mobile has been hyped as "the next great advertising medium" for years, and its time may have finally come thanks to the widespread adoption of the iPhone and Blackberry as well as available applications. Mobile has also become an enabler for viewing and sharing online video and social media.
Out-of-home video networks allow advertisers to reach consumers everywhere possible-at retail, gas stations, health clubs, in elevators, and more.
Social media has fueled video growth through video sharing on sites such as YouTube and Facebook.
However, there are challenges. Incredible fragmentation has reduced the sizes of mass audiences. DVRs threaten the existing commercial TV business model. Automakers, television's largest advertising sales category, have dramatically reduced budgets. Traditional media companies are competing with new media companies for a limited pot of advertising dollars.
The ANA TV & Everything Video Forum will attempt to make sense of this new television and video marketplace. Marketer case studies and insights will be front and center as we'll hear from Cisco, Kraft, Pepsi, Subway as well as leaders from the research and agency creative communities.
Hosted by:
Ali Velshi Chief Business Correspondent
CNN
Dates & Times
Starts: Thursday, February 11, 2010 at 7:30am
Ends: Thursday, February 11, 2010 at 3:30pm
New York Marriott Marquis, Times Square
1535 Broadway
5th Floor - Westside Ballroom
New York, NY 10036
The ANA has negotiated a special room rate of $230/per night, the reservation cut-off date for the hotel is Monday, January 25, 2010, after which prevailing rates apply.
Please call (800) 228-9290 or (212) 398-1900 and mention the Association of National Advertisers when making the reservation.
The member and non-member corporate packages have sold out! Please email registration@ana.net with any questions.
Agenda
Wednesday, February 10, 2010
PRE-CONFERENCE BONUS SESSION - ANA MOBILE MARKETING DAY Hosted by Mediabrands
The pre-conference bonus session is now SOLD OUT!
Location:
Universal McCann
622 Third Avenue, 18th Floor
New York, NY 10017
12:00pm
Luncheon
1:00pm
MULTI-SCREEN CASE STUDY: FORD MOTOR COMPANY AND MICROSOFT ADVERTISING How do you engage your audience with branded content across multiple screens and leverage existing original Web content? Come to this session, and you'll learn how Ford Motor Company teamed up with Microsoft Advertising to build awareness for Ford Sync through branded experiences across MSN, Xbox Live, and mobile. The "Ford Play It 4-Ward" campaign launched in mid-November with a multi-screen effort, combining PC, mobile, and in-game ads. A first of its kind, the campaign used original content from the Web to create mobile, Web, and native applications for Windows Phone, Blackberry, iPhone, and Android, showing that not only is mobile becoming a "must have" part of the marketing mix, but it can extend multimedia experiences to on-the-go consumers in an immersive and unified manner. Ford and Microsoft will discuss the campaign from conception to execution, sharing obstacles, results, and insights throughout the process.
Brian Bos Senior Vice President, Team Detroit
Mindshare
Marc-Henri Magdelénat Director Microsoft Mobile Advertising
THE PROCTER & GAMBLE COMPANY AND ICAP/GEM STRATEGY: DIGITAL RECYCLING! A GLOBAL APPROACH TO MOBILE AND DIGITAL Over the past two years P&G and GEM Strategy, an ICAP partnership, have been working to implement a revolutionary approach to drive scalability and efficiency in the digital space. This shared services approach leverages mechanical similarities in digital systems across brands to reduce costs, time to market, and landscape fragmentation, resulting in maximum ROI and continuity in consumer experiences. They have approached the market with business-objective-driven strategies and decoupled from technical service providers and agencies to break the inherent conflicts of interest and limitations of technology-driven decision making.
P&G and ICAP/GEM Strategy will share their learnings to encourage action and adoption of mobile through a similar integrated approach. Industry-wide adoption of similar models will result in benefits for all brands by protecting consumers through standards establishing privacy controls which will also result in improved customer experiences.
Jean Berberich Platform Manager
The Procter & Gamble Company
Mark Kaplan Managing Director
GEM Strategy (an ICAP partnership)
BANK OF AMERICA: MOBILE MARKETING CASE STUDY Bank of America is one of the companies at the forefront of mobile marketing. The company re-launched its mobile platform in late 2007 to enable consumers to use banking services via mobile devices. Also included in their targeted mobile marketing program is an iPhone application which gives customers access to their account information 24 hours a day, 7 days a week. Bank of America will present its best practices and lessons learned within the mobile marketing space.
Jennifer McDonald Digital Marketing Executive
Bank of America
OPENING REMARKS Bob Liodice President and Chief Executive Officer
ANA
SUBWAY'S FRESH TAKE ON BRANDED MESSAGE INTEGRATION Product placement is a thing of the past. Message integration is now the better way to connect with consumers, and Subway is at the forefront of this movement. Through television (Biggest Loser, Chuck, Jimmy Kimmel) and online video (ESPN Fresh Take, MSN Fit to Boom), Subway is finding new and innovative ways to seed its message with consumers and will discuss its branded message integration process-from aligning with the right partners to working a brand message organically into programming.
Tony Pace Senior Vice President and Chief Marketing Officer
Subway Franchisee Advertising Fund Trust
CREATIVITY IN VIDEO MEDIA From the creative leader who gave you BMW Films, HBO Voyeur, GE's One Second Theater, M&M's Inner M, Ram Challenge and, most recently, the ground-breaking HBO Imagine, comes a presentation from David Lubars about ... television. Huh? Come find out why.
David Lubars Chairman and Chief Creative Officer BBDO North America
NAVIGATING THE NEW NORMAL: HOW KRAFT IS EVOLVING MESSAGING DISTRIBUTION IN TODAY'S VIDEO MARKETPLACE Between the practice of broadcasting and the promise of addressability lies the new video normal, an environment where scale is aggregated and attention is earned. Relevance and engagement are the new currencies that consumers elect in a time-shifted world to tune-in or opt-out to brand stories from marketers. Kraft is evolving how they think and act in today's media environment as both a scaled marketer and a scaled publisher balancing "shiny and new" with "tried and true."
Mark Stewart Vice President, Global Media Services
Kraft Foods, Inc. 2009 Ad Age Media Mavens Award Winner
CISCO'S FULLY INTEGRATED JOURNEY Cisco's vision is to change the way people work, live, play, and learn. Multi-platform marketing and advertising efforts using 360-degree programs that offer television, Web, print, and even product placement and integration into a show, are helping customers experience ways that Cisco makes this happen, at work and at home.
After discovering that people stayed on its Web sites longer when it is featured, video has moved to the forefront of Cisco's online communications with customers. Cisco has also used virtual environments to invite partners and customers to connect on its platform, successfully incorporating live video discussions. The company continues to expand its business by making video for personal use more prevalent.
Attendees will get new ideas the tackling the media mix, taking on a fully integrated approach leveraging television, online video, user-generated content, and more.
Marilyn Mersereau Senior Vice President, Corporate Marketing
Cisco Systems, Inc.
Carlos Dominguez Senior Vice President
Cisco Systems, Inc.
THE PATH TO BRAND-SPECIFIC COMMERCIAL RATINGS ANA and Nielsen Media Research have been collaborating on an initiative to increase the granularity of commercial ratings. Many advertisers want brand-specific commercial ratings that can answer the question, "How many people actually had the opportunity to see my spot?" The most-promising test to date to has been the "In-Home Commercial Ratings Pilot Test," as Nielsen has called the test results, "A clear path to brand-specific commercial ratings." Details of the test and the opportunity for the industry will be addressed in this session.
Bob Liodice President and Chief Executive Officer
ANA
Susan Whiting Vice Chair The Nielsen Company
INSIGHT FROM YOUTUBE
Shishir Mehrotra, director of product management at Google, will discuss what he's learned about online video at the helm of YouTube—the evolution of video from broadcast and cable to online video, how viewer fragmentation across TV and online affects marketers, and the fact that great video content can come from anywhere.
Shishir Mehrotra Director, Product Management
Google
12:50pm
Luncheon
1:50pm
General Session cont.
PEPSICO'S APPROACH TO TELEVISION IN TODAY'S NEW MEDIA LANDSCAPE PepsiCo is at the forefront of the ever-changing media landscape in its innovative approach to media convergence. For example, PepsiCo recently ran a video ad with CBS in Entertainment Weekly magazine to co-promote Pepsi Max and the CBS fall lineup. The company's strategic approach to television and how it is incorporated within its overall marketing and media mix will be discussed. Also, ideas on best practices regarding how to organize internal and external partners to create and develop integrated media and marketing campaigns will be shared.
Seth Kaufman Director, Media Strategy
PepsiCo North America Beverages
CONTENT DRIVES ADVERTISING ROI Learn how to gain a greater advertising ROI. ANA Alliance for Family Entertainment members will discuss how they expect to obtain a 30 percent increase in advertising effectiveness by placing advertising in appropriate content. The Alliance uncovered this startling finding after conducting proprietary research in response to members' concerns that there weren't enough family programs to optimize their marketing dollars. In this session you will hear the stunning research results and learn how to significantly increase the impact of your advertising by maximizing the value of appropriate content.
Pat Gentile General Manager, Procter & Gamble Productions The Procter & Gamble Company Alliance for Family Entertainment Co-Chair
THE FUTURE OF TELEVISION AND VIDEO ADVERTISING A joint ANA/Forrester Research survey asked national advertisers about their attitudes towards television and video advertising and the impact new technologies will have on their advertising budgets. The study examines television's evolving role in the media mix and how advertisers are exploring emerging video technologies, such as addressable TV and Internet video to diversify their advertising spend. This is the fifth ANA/Forrester Research survey of advertisers on this topic; previous surveys were fielded in 2002, 2004, 2006, and 2008.
David Cooperstein Vice President, Research Director Forrester Research, Inc.
VIDEO: THE REAL FUTURE OF REAL ESTATE No one can predict the future of home sales, yet because of the first branded YouTube real estate channel, Coldwell Banker On Location, one thing is certain - video in housing is here to stay. Coldwell Banker, a real estate industry leader, is focusing efforts on video as the next real estate search tool and will discuss the strategy behind this major move toward video and how it is impacting the business.
Michael Fischer Senior Vice President, Marketing
Coldwell Banker Real Estate LLC
4:00pm
Conference Adjournment
4-6:00pm
Vevo will be hosting an acoustic performance with Verve recording artist Katharine McPhee immediately following the conference.
