Media Leadership

NETWORKING BREAKFAST (8:30 – 9:00AM)
INTRODUCTIONS (9:00 – 9:15AM)


I. HP: BUILDING THE FOUNDATION FOR FUTURE PRORGAMMATIC AND DIGITAL SUCCESS (9:15-10:15AM)
The traditional agency model is being disrupted. It's no longer prudent, strategically or financially, to outsource your advertising technology infrastructure to your media agency. Besides the lack of transparency on pricing, being arms-length from the sheer volume of data being generated by your campaigns is an obstacle to true data-informed marketing. In this session, Ed McLoughlin, Global Head of Media – HP will provide some insight on his company's journey to unbundle ad tech from agency resources to lay the foundation for future programmatic and digital marketing success. Topics will include:

• Why this makes sense strategically and financially?
• What are some pitfalls to avoid?
• How you build the business case internally?
• What types of talent and resources are needed to drive this change?

Speaker:
Ed McLoughlin, Global Head of Media – HP


II. PROGRAMMATIC BUYING: FOCUS OF NEW ANA/FORRESTER SURVEY (10:30-11:15AM)
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.

Speaker:
Jim Nail, Principal Analyst – Forrester Research


III. UPDATE: MAKING MEASUREMENT MAKE SENSE (3MS) (11:15AM-12:00PM)
The Cross Platform Measurement initiative, Making Measurement Make Sense (3MS) was launched in 2011 by the ANA, IAB and the 4A's in order to develop digital metrics and advertising currency that facilitate the cross-platform measurement and evaluation of media. The lack of consistent approach to measuring and assessing the effects of digital media has resulted in a cacophony of competing and contradictory measurement systems, contributing to a complex and costly supply chain for the industry. In this session, Duke Fanelli, Chief Marketing Officer – ANA will update the ANA Media Leadership Committee on the current status of the Making Measurement Make Sense (3MS) initiative and how this work ties into other industry initiatives including TAG.

Speaker:
Duke Fanelli, Chief Marketing Officer – ANA