2019 ANA Media Conference Presented by Quantcast

TV ISN’T OVER, IT IS JUST OTT

As the Media Innovation Director for Tyson Foods, Trace Rutland is tasked with sorting through all the new toys and figuring out where they belong on the shelf.  TV isn’t new or a toy, but it is certainly changing.  Will the future be OTT or CTV or SVOD or vMVPD? Besides the alphabet soup of acronyms, will there be something called TV in a few years? What will consumers expect from an experience standpoint? How will advertisers change the way they think about TV and OTT planning and buying, measurement and brand safety? This session will look at the ways the TV landscape is evolving and how Tyson is leaning into that evolution.   

Trace Rutland

Director, Media Innovation Tyson Foods

WHAT EVERY MARKETER NEEDS TO KNOW ABOUT VOICE

Voice has been a largely uncharted territory for marketers. In fact, 69 percent of marketers believe Voice is not the "next big thing." But our industry has a tendency to confuse revolution for evolution. So there is no confusion: Voice will be a revolution, and marketers need to be ready to navigate it. Hear from the experts at advertising agency 360i, as they share key learnings from their past year spent exploring the Voice landscape, building Voice skills and exploring its potential for disruption. Gleaning from 360i's recently published Voice Playbook, this session will equip marketers with actionable advice and tangible next steps for capitalizing on opportunities in Voice.

Michael Dobbs (@mikedobbs)

Senior Vice President, Content Discovery 360i

HOW MEDIA IS CHANGING FROM AN EXPENSE TO AN INVESTMENT FOR DRIVING BRAND GROWTH

Media and business metrics are becoming intertwined as a result of linking ad exposure to consumer response. Today, savvy marketers have figured out how to go beyond media metrics and integrate business metrics into the process of media planning and buying, across not only digital campaigns, but extending to their TV advertising.  As a result, media is being treated as an investment, not a cost. In this session, discover how this is elevating marketing impact across the brand.

John Piccone (@simulmedia)

President Simulmedia

DATA-DRIVEN TELEVISION

Brian Lesser is CEO of Xandr, AT&T’s new unit that combines vast data and technology resources with mass distribution and world-class content. In this session, Brian will discuss how the television industry will be reinvented by making advertising more relevant to consumers, profitable for media companies, and accountable and efficient for advertisers.

Brian Lesser (@xandr76)

Chief Executive Officer Xandr

The Opportunity in TV

Ed Montes is the President and General Manager of TotalTV, dataxu’s business unit that provides solutions for audience-based planning, targeting buying and measurement across linear, addressable and connected TV platforms. Ed will share his perspective on the growing opportunity in TV and what the market needs to do to move forward. We’re here with hopeful news for brands, advertisers and media companies.

Ed Montes

President and GM of TotalTV dataxu

RISE AND SHINE! THE FUTURE OF TV ADVERTISING IS NOW

Connected TV is experiencing a dramatic rise, and it’s giving brands the opportunity to shine. Grab a cup of coffee and learn how dynamic data-driven TV ads personalized to your audience can change the game for your brand. As an additional sweetener you will hear real examples of how top brands are personalizing their TV advertising geared to capture more attention and you will learn about an exciting opportunity to participate in pioneering research in the field of CTV advertising.

Beth-Ann Eason

President Innovid

WELCOME REMARKS

Peter Macey

Regional Sales Director Quantcast

OPENING REMARKS

Bob Liodice

CEO ANA

2019: IT’S TIME TO UNITE AND ACT (OPENING KEYNOTE)

We’re clearly on the edge of the next great revolution in using technology to make people’s lives better.  But we can’t ignore the potential pitfalls.  We’ve seen what happens with unbridled technology expansion – data misuse and privacy breaches, transparency lapses, fraud, brand safety and more.  We cannot let this happen again and have a duty as an industry to get ahead of this next generation of technology.  It’s time for our industry to unite and act -- now.  Tune in for this session with Marc Pritchard, chief brand officer, P&G and chair of the ANA board of directors, to find out how.

Marc Pritchard (@ProcterGamble)

Chief Brand Officer, The Procter & Gamble Company Chair, ANA Board of Directors

STATE OF MEDIA 2019 – TRENDS TO WATCH

The Hershey Company has been bringing “goodness to the world” for over a century through its portfolio of iconic brands. As Head of Media and Comms Planning, Charlie Chappell is charged with transforming Hershey's approach to media as consumers change their media consumption habits. But what are the key trends to watch? Charlie will give an overview of the current state of the media landscape including the trends he believes are most important for marketers and how he is evolving approaches at Hershey to address them.

Charlie Chappell (@charliechappell)

Head of Integrated Media & Communications Planning The Hershey Company

PERSPECTIVE FROM AN INVESTMENT BANKER

Terence “Terry” Kawaja, is the Founder and CEO of LUMA Partners, the leading investment bank focused on digital media and marketing. At LUMA, Terry advises both established media and technology companies as well as digital growth companies. He is a seasoned investment banker and a recognized expert in the internet and digital media. In this session, Terry will separate fact from fiction, hype from reality to lay out the top trends marketers need to be aware of to drive growth in their businesses. From policy to partners and media strategies to technology, Terry will deliver his unique perspective without filters.

Terry Kawaja (@tkawaja)

Founder and Chief Executive Officer LUMA Partners

DATA-DRIVEN MARKETING

Wayfair is the largest online retailer of home furnishings, housewares and home improvement goods in the U.S. and wants to transform how customers shop for the home, from their home. Wayfair relentlessly uses data to improve the customer experience, understand who the best customers are, and optimize its mix of platforms and messages. The Wayfair Marketing team takes an omnichannel marketing approach that includes television, online video, social, direct-mail, search, and email and their homemade tech stack is the backbone to support these marketing programs.

Courtney Lawrie

Director, Brand Marketing Wayfair

Marcus Harper

Head of Global Agencies and Advertisers Quantcast

IN-HOUSE MEDIA

The explosion of marketers taking advertising services in-house has been one of the biggest stories in the industry over the past year. Media services have been a big part of this in-house trend – notably media strategy, programmatic, social, influencer, data and analytics. This session will feature two marketers with strong in-house media capabilities. GlaxoSmithKline is building in-house capabilities to support media planning and programmatic digital buying. JPMorgan Chase has been a leader with moving in-house and for media that includes search, programmatic, and overall media management.

Scott Grenz (@GSK)

Vice President and Global Head, Media GlaxoSmithKline

MEDIA TRANSFORMATION: ARE WE THERE YET?

Learn how Rob Rakowitz, Director, Global Media at Mars, faces into the constant of change and helps a decentralized business with a complex portfolio of categories and brands capitalize on a vision for media. Rob will share the Mars experience at making sense of the chaos, herding the cats, and driving meaningful change and innovation to deliver on a global media transformation agenda.

Rob Rakowitz

Director, Global Media Mars Inc.

THE FUTURE OF MARKETING: HOW BRANDS CAN RISE TO MEET CONSUMER EXPECTATIONS

Technology has changed the way people experience the entire world around them, including how they interact with brands. In this rapidly changing landscape, it’s not surprising that consumer engagement is the most universal challenge for marketers today. Many think they’re meeting or exceeding consumer expectations, but only a fraction of consumers agree. Join Publicis Media CEO Steve King to examine how brands can close the gap, stay relevant and effectively tap the intersection of data, technology and creativity to deliver both consumer engagement and brand impact.

Steve King (@PublicisMedia)

COO, Publicis Groupe and CEO, Publicis Media

BREAKFAST ROUNDTABLE DISCUSSIONS

We are organizing a number of tables at breakfast for attendees to informally discuss key issues. Each participating table will be marked with a topic. Those who would like to participate should arrive at the start of breakfast. Topics and facilitators include:

1. IN-HOUSE MEDIA
Facilitator: Bill Duggan, Group Executive Vice President, ANA

2. 6-SECOND ADS
Facilitator: Paul Donato, Chief Research Officer, ARF

3. INCREMENTAL REACH
Facilitator: Shannan Cranbrook, Manager, Media Strategy at General Mills

4. ANALYTICS & CROSS-PLATFORM MEASUREMENT
Facilitator: Lisa Schoder, U.S. Media Intelligence and Strategic Planning, Ford Motor Company

5. TV DATA
Facilitator: Fariba Zamaniyan, Vice President, Advanced Media and Advertising, TiVo

BREAKFAST SPEAKER - DATA IS THE NEW ‘BACON’ FOR MEDIA

Join TiVo for a sizzling breakfast session to discuss the growing hunger for linear TV data to satisfy audience-based marketing needs that include applications for programmatic planning, re-targeting and activation as well as conversion and attribution measurement. Learn about best practices and sources that align with your business objectives.

Fariba Zamaniyan

Vice President, Agency and Brand Accounts TiVo

IHOP: KEEPING AN ICONIC BRAND RELEVANT

IHOP is one of the most recognizable restaurant brands in the U.S. – how does it stay fresh and relevant to multiple audiences year-over-year?   This session will take a deep dive into the storied brand’s media strategy including the innovative and headline-grabbing IHOb campaign that used a one-of-a-kind closed loop attribution model, custom audience segments, a real world IHOb restaurant and renamed social channels among other innovative activations to steal share from established burger joints.  Join IHOP CMO Brad Haley and Initiative Managing Director Robert Holtkamp for a compelling look into the many ways IHOP breathes new life into its iconic brand.

Brad Haley

Chief Marketing Officer IHOP

IT’S GARY VEE!

Should agencies be worried about in-housing? How much content should my brand produce? Is YouTube safe? And are Super Bowl commercials really worth the price? In this session you can #AskGaryvee anything on your mind in the fast paced field of marketing and get answers. He's known for strong opinions and colorful delivery.

Gary Vaynerchuk (@garyvee)

Chairman, VaynerX CEO, VaynerMedia

AMAZON – OPPORTUNITIES AND CHALLENGES

Amazon is now the #3 digital advertising platform in the U.S. eMarketer expects increases of more than 50 percent per year through at least 2020, when Amazon will enjoy 7 percent of all U.S. digital ad spending. This session will explore how marketers and media buyers are using Amazon for digital advertising covering both opportunities and challenges.

Facilitator: Nicole Perrin

Senior Analyst eMarketer

MASTERCARD: FROM GLOBAL PROGRAMMATIC STRATEGY TO LOCAL MARKET REALITY

Mastercard's goal is to empower consumers by applying data to tell better stories. In this session discover how Mastercard turned a global programmatic strategy into a local market reality. You will learn how they built a flexible approach that delivers for both large and small markets, and leverages data to engage users with relevant content.

Traci Spiegelman

Director, Global Media Mastercard