2016 ANA Digital & Social Media Conference Presented by Meredith

MAKING MOBILE WORK FOR YOUR BRAND

There’s always a tradeoff between a consumer's experience and a brand's desire to connect, especially on mobile. But there doesn’t have to be. Join Pinterest and one of their CPG brand partners as they deconstruct what works in mobile advertising and tackle the importance of absolute alignment between consumer, brand and platform in the creation of an idea.

Doug Barrett

Head of Regional Partnerships Pinterest

BEYOND VIEWABILITY: HOW EXPOSURE DEFINES CAMPAIGN SUCCESS

The digital advertising industry has matured, and technology now ensures campaigns are viewable and seen by real people... but are we successfully driving ROI? Join Integral Ad Science as they break down the evolution of media measurement, and how ad exposure not only impacts digital success, but defines how it can be achieved.

Ian Wallin

Vice President, Sales Integral Ad Science

HOW THE SUPER BOWL INSPIRED ARROW ELECTRONICS TO SUPERCHARGE THEIR SOCIAL MEASUREMENT

With the hometown Denver Broncos set to play in the 2016 Super Bowl, Arrow Electronics, seized a special opportunity to grow their fan base online. Hear how the Colorado-based Fortune 150 parlayed a brilliant TV commercial into record-setting engagement across their online and social properties. Learn why Arrow selected Origami Logic to move from manual reporting to automated, cross-channel measurement. Gain tips on how Arrow’s team — from marketing analysts to the CEO — uses real-time data to understand how the Super Bowl and ongoing campaigns impact their business.

Matt Jacobs

Vice President, Strategic Marketing Origami Logic

WELCOME

Marc Rothschild

Senior Vice President, Meredith Digital Meredith Corporation

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 and sub-optimize the financial investments of marketers:

Ad blocking
Ad fraud
Media transparency
Viewability/measurement

Bob Liodice

President and Chief Executive Officer ANA

GATORADE CONNECTS WITH ATHLETES DAILY THROUGH DIGITAL AND SOCIAL INNOVATION

More than 50 years after developing the first sports drink, Gatorade is reinventing the sports nutrition landscape with personalized fueling solutions to meet athletes' needs. This year, the brand has rolled out new products, equipment and services that are transforming Gatorade from a sports drink to a sports fuel company focused on athletes' needs 24/7. Off the field, Gatorade's marketing efforts have kept pace with the evolution of the athletes and how they consume information. Learn how Gatorade connects with today's athletes daily through digital and social efforts by partnering with industry leaders to create new, innovative platforms and experiences.

Kenny Mitchell (@kmitch)

Head of Consumer Engagement Gatorade

VISA: DRIVING GROWTH THROUGH DIGITAL INNOVATION & PARTNERSHIPS

Shiv is a recognized marketer who helps brands transform with the rise of digital. At Visa, he is the Senior Vice President and Global Head of Digital and Marketing Transformation. He is responsible for global digital and marketing transformation across all external stakeholders from consumers and merchants to financial institutions and technology partners. In this session, he will unpack the importance of innovation and seeking out startup partners to drive corporate growth. He will share deep insights on how Visa is stripping away the mystery and bureaucratic layers and doing the hard work of building partnerships that drive real value.

Shiv Singh (@shivsingh)

Senior Vice President, Global Head of Digital & Marketing Transformation Visa

MARKETING IN A COLLABORATIVE ECONOMY

From Airbnb, TaskRabbit, Uber, to Lyft, the sharing economy is on the rise. Furthermore, crowdfunding, and the maker movement is enabling people to create goods — rather than buy them. Marketers must understand this trend, as some industries are being disrupted by their own former customers!

Organizations can benefit from this movement by tapping into the crowd by enabling them to better utilize your own resources, and to create new business opportunities that reduce capital expenditures and operating costs. In this session, discover:
• What's causing this sharing and maker movement
• Which verticals are being affected the most
• What are the driving forces — and opposing forces to sharing
• What is the impact to marketers
• What marketers and leaders must do now to overcome this disruption

Jeremiah Owyang (@jowyang)

Founder Crowd Companies

GRUBHUB: AMPLIFYING OFFLINE EXPERIENCES THROUGH DIGITAL ENGAGEMENT

Barbara Martin Coppola is the chief marketing officer for Grubhub, the nation's leading online and mobile food-ordering company, spanning 1,000 cities and reaching 7 million active diners. In this session, she will share how Grubhub tailors its engagement across digital platforms to amplify powerful offline experiences. This includes providing snackable content on social media, enabling timely updates to the product home page, and leveraging data to customize communications sent to users. Grubhub is bringing diners into all parts of the ordering process to not only deliver transparency, but to celebrate the world of food.

Barbara Martin Coppola (@Grubhub)

Chief Marketing Officer Grubhub

THE TRANSIENT NATURE OF ENTERTAINMENT MARKETING

Now more than ever, entertainment marketing is consumed at speed, as marketers attempt to keep up with not only the latest episode or launch, but also the active social following that develops in anticipation for a new movie, show or episode. The goals of each marketing campaign are the same - to engage an audience, to recruit them, and to create new fans. Marketers are competing for attention through a multitude of digital and social outlets that are now available to them — everything from traditional advertising to social media, websites and videos. With each new launch, millions of dollars are spent to build a campaign “empire,” only to have it become obsolete in months, if not weeks, after a release.

What is the value in such a transient community? In this panel, the impact of digital and social media as it relates to the amount of spend and ROI, ad sales, and digital investments and how marketers determine how much is too much (or too little) will be uncovered and deep insights will be shared. 

Moderator

PLATFORMS CHANGE BUT STRONG BRANDS SHOULDN'T: HOW TARGET APPROACHES BRANDING IN THE DIGITAL AGE

Amid a changing and expanding platform landscape, Target’s promise to its guest has remained consistent, and it is at the core of the most innovative and effective multi-platform work the brand is doing today. In this presentation, the Vice President of Marketing will discuss how to keep brands consistent and vibrant in the digital world, even as the foundations of platforms and media continually shift.

William White

Vice President, Marketing Target Corporation

NATIONAL FOOTBALL LEAGUE: BRAND DEVELOPMENT THROUGH CONTENT MARKETING

Tom Brady manages all content on the NFL’s digital media properties, including all video content, editorial, cross-platform programming, and content across mobile and social media platforms. With last year’s 50th anniversary of the Super Bowl he was challenged with teaching more fans of the NFL about the past, present and future of the NFL through the platform of Super Bowl 50. In this session, he will share the NFL’s approach to leveraging the right content for the right platform.

Tom Brady (@NFL)

Vice President, Social Media & Emerging Programming National Football League

Join us for a fun networking meet up to connect with your peers and explore the beautiful property of The Broadmoor! These meet ups are open to all conference attendees.

Historical and Art Tour:

A guided walking tour of the Main Complex where you will learn about the many colorful, larger-than-life figures that were instrumental in the building of the historic Broadmoor property. The tour will also go throughout the Main, South and West areas to learn more about many of the new pieces of artwork hanging from the Broadmoor walls. New Artists include Maxfield Parrish, Georgia O’Keefe, and Thomas Moran. You will learn about the different works of art as well as a little history of the artists themselves.

SOCIAL ACTIVISM IN THE AGE OF SOCIAL MEDIA

For more than 70 years, the Ad Council has been producing content to raise awareness of social causes via agency and media partners. Among its long list of iconic campaigns include Smokey the Bear (“Only You Can Prevent Forest Fires”); the “Keep America Beautiful” anti-pollution effort; and Vince & Larry, the Crash Test Dummies.

Annually, media outlets donate more than $1 billion to Ad Council campaigns – a sum total that would make the nonprofit one of the largest advertisers in the United States. Yet, as consumer habits shift away from traditional channels toward social media, maintaining relevancy and impact among young supporters demands a new approach.

The Ad Council sought to understand how millennials are learning about and engaging in causes. The nonprofit partnered with Crowdtap, a consumer insights & engagement platform, to learn more about this powerful cohort and inform new strategies tailored to incoming generations of consumers. This presentation will detail the study’s findings and present best practices that organizations, nonprofit or otherwise, can glean from the Ad Council’s learnings.

Claudia Page

Vice President, Platform and Creator Partnerships Crowdtap

KEY FINDINGS AND ACTION STEPS FROM ANA’S MEDIA TRANSPARENCY STUDY

An independent study commissioned by the ANA revealed that a wide range of non-transparent practices, including cash rebates to media agencies, were found to be pervasive in a sample of the U.S. media ad buying ecosystem. The comprehensive study conducted by K2 Intelligence and released in June 2016 revealed that senior executives across the agency ecosystem were aware of, and mandated, some non-transparent business practices. In addition, ANA worked together with Ebiquity and FirmDecisions' on a full report to provide a list of detailed recommendations which focus on contract provisions, principles, and re-establishing advertiser primacy in the industry.  In this session, you will learn the background on this important industry initiative and hear key findings and recommendations from the study.

Bill Duggan

Group Executive Vice President ANA

AMERICAN GREETINGS: LEANING INTO CULTURAL TENSION TO GAIN AN UNFAIR SHARE OF ATTENTION

Focusing on a core mission to make the world a more thoughtful and caring place has helped American Greetings to not only become the industry leader in the U.S. and the world, but to also become one of the most effective advertised brands in the nation. How does a 110-year-old paper greeting card company make its presence known in a digital world? In this session, you will learn how American Greetings gained their unfair share of attention by leaning into cultural tension while staying true to their brand purpose through programs like #analog at SXSW, a digitally-driven World’s Toughest Job campaign, and integrated social media programs.  

Alex Ho (@amgreetings)

Executive Director, Marketing American Greetings

RE-POSITIONING CANNABIS FOR THE DIGITAL AGE

According to recent predictions, the marijuana industry is expected to reach $36 billion by 2020. With the recent legalization of cannabis in certain U.S. states, the need to uncover rich insights in order to capitalize on the changing landscape are critical. In this session, a classic publication with extensive knowledge of the cannabis space, High Times, will help tell the evolving story of the re-positioning of marijuana especially as momentum for legalization continues to grow in the U.S. The insights in this session will focus on "breaking the taboo" around marijuana and helping traditional brand marketers and advertisers to innovate, transform, and become more modern marketers.

Larry Linietsky (@HIGH_TIMES_Mag)

Chief Operating Officer High Times

MIKE'S HARD LEMONADE: SUPRISING AND CONNECTING WITH CONSUMERS THROUGH CONTENT MARKETING

The flavored-malt-beverage category is one of the fastest-growing categories in alcohol thanks to demand from flavor-seeking millennial drinkers. This has led to Mike's Hard Lemonade making significant changes to their marketing strategy, including heavy investment in a digital-first approach. In this session, Diane Sayler, Director, Brand Experience at Mike's Hard Lemonade will share their digital marketing strategy which includes surprising and delighting consumers and telling the brand story through content marketing.

Diane Sayler (@DianeSayler)

Director, Brand Experience Mike's Hard Lemonade

PUMA: SOCIAL MEDIA INNOVATION STORY

The women’s athleisure business is growing fast and has been a focus for many to athletic brands including PUMA. To rise ahead in this very competitive space, PUMA has used unique partnerships with social media as well as collaborations with celebrities to break through the clutter. On February 12 at New York Fashion Week, Rihanna debuted her fall collection with PUMA and it took social media by storm. PUMA capitalized on the buzz during the event by giving consumers a front row seat through Periscope and Snapchat. In this session, they will share their innovative social strategy as well as their recent success with Rihanna’s Fall Collection runway show.

Ann Unger (@AnnUnger20)

Team Head, Consumer Marketing PUMA