Media Leadership, West Coast Chapter

NETWORKING BREAKFAST (9:00-9:45AM)

WELCOME & INTRODUCTIONS (9:45-10:00AM)

OPENING REMARKS (10:00AM-10:15AM)
Speaker:
Kirk Thompson, Senior Vice President, Marketing – IHOP Corporation


I. IHOP CORPORATION INNOVATES WITH RELEVANT MEDIA OPPORTUNITIES (10:15-11:15AM)
In this session, Darrin Kellaris, Executive Director, Media – IHOP Corporation will share a case study on how they use media to drive innovation, differentiation, and target segmentation in relevant ways.

Speaker:
Darrin Kellaris, Executive Director, Media – IHOP Corporation


II. CHANGING BEHAVIORS IN TV VIEWING & MEASUREMENT: AN OPPORTUNITY FOR MARKETERS (11:15AM-12:15PM)
With the transformation and shift to connected TV viewing, many new advertising opportunities and ways to measure ROI are being introduced on connected TV platforms. Both publishers and advertisers are adjusting to this new landscape, especially with how they measure campaigns against traditional benchmarks. In this session, Jim Lombard, Head of Advertising – Roku will provide a perspective on trends and how measurement on new platforms can be addressed to support the challenges of advertisers in this new environment.

Speaker:
Jim Lombard, Head of Advertising – Roku


LUNCH (12:15-12:45PM)


III. HULU: REACHING MILLENNIALS ACROSS PLATFORMS (12:45-1:30PM)
Audiences of video streaming services have been rapidly shifting away from desktops and moving to connected or OTT devices such as gaming consoles, Roku and smart TVs to watch non-linear video. What has been great for consumers, however, has proven to be a challenge for the media industry in terms of measuring these audiences across multiple platforms. To solve this problem, Hulu partnered with comScore to measure their audience to discover where the highly coveted audience of the future, millennials, is consuming content. In this session, Hulu will uncover rich insights on how millennials are utilizing multiple platforms and how marketers can capitalize on this opportunity.

Speaker:
Jim O'Donnell, VP, West Coast Sales – Hulu


IV. MEDIA TRANSPARENCY UPDATE (1:30-2:00PM)
Ad Age recently identified media transparency as one of its "Biggest Stories of the Year" and acknowledged work from ANA, saying:

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.

In this session, we will update the Committee on important industry updates related to Media Transparency.

Speakers:
Julian Moore, Senior Managing Director – K2 Intelligence
PJ Leary, Chief Executive Officer, North America – Ebiquity
Meghan Medlock, Director, Committees and Conferences – ANA