In-person attendees are encouraged to arrive early for content provided by the ANA Marketing Training and Development Center. The "MTDC" equips thousands of marketers with the skills they need to advance their careers, increase the capabilities of their teams, and enhance their brands. Choose between two extended workshops on the timely topics of MarTech and Data that will take place on Wednesday, June 16th, from 2:00 PM to 5:30 PM.

MODERN MARTECH

Integrating platforms and systems across the MarTech stack allows marketers to look at customer data holistically, from the first touchpoint to the last. It helps us understand where we need improvement, let’s us look factually at what is working and allows us to optimize quickly and effectively.

However, with over 7000 technology solutions currently available in the marketing technology landscape, this proliferation of “logos” demands that today’s modern marketing professionals develop a keen grasp on how to select and evaluate the technology and tools within their organizations.

It's no longer a question of whether technology plays a role in marketing, it's about what role the modern marketer needs to play in selecting the best solution to drive marketing results and overall business success.

This highly engaging and interactive workshop will help participants understand the essential components of a marketing technology strategy, define how CMOs and other decision makers should engage in the technology roadmap and vendor selection process, and help marketing executives and teams assess their new and evolving role as a technologist within the enterprise.

Participants will leave with actionable concepts and tools they can immediately apply to real world situations, including aligning MarTech investment choices with the company’s customer experience strategy and digital execution. The workshop provides practical frameworks and models to understand and optimize marketing technology to enhance overall customer experience.

Mary Czarnecki

Co-founder MAC Marketing Partners

REDUCE DATA OVERLOAD AND DRIVE ACTION

Bring influence, expertise, and action through visual storytelling techniques for data and analytics. Transform your approach to reporting data from endless slides of charts and graphs to stories that engage your stakeholders visually and psychologically.  This workshop explores data visualization methods that result in more effective reports, persuasive presentations, and clear insights. 

As marketers, we excel in the creative.  We develop persuasive, emotional messages every day to reach our audience.  Yet why is it that when we make a presentation about our campaigns or initiatives to stakeholders, we default to the “left-brain” with charts, graphs, and overwhelming amounts of data?

Integrate storytelling techniques with data to explain the context of marketing data to outside audiences and/or internal stakeholders. Then, practice effective visual data design techniques that clarify data, eliminate unnecessary “noise”, and focus on answering the question at hand. 

Evaluate color schemes, data display choices, and comparison data to create easy-to-understand slides that will drive good marketing decisions. Decide how to adjust presentations to different audiences based on their time, goals, and decisions, which is the critical last step to successfully driving business decisions using data.

The workshop provides practical, hands-on activities such as simplifying data charts, developing storytelling frameworks, and creating an objective measurement checklist for effective data presentations.

Matt Bailey

M. Ed, Lead Trainer & Founder SiteLogic

THE INTERSECTION OF MEDIA & INFLUENCER MARKETING

Please note that this session will be available for in-person attendees only.

According to a 2021 benchmark report, influencer marketing is expected to be a $13.8 billion industry this year with sixty-five percent of marketers having used it over the past 12 months. This interactive session, hosted by the head of the ANA’s influencer marketing practice, will explore the intersection of media and influencer marketing. Join us to discuss emerging platforms, measurement hurdles, trends, and what’s next for influencer.

Leah Marshall

Director, Influencer Marketing ANA

CONNECTED TV (CTV)

Please note that this session will be available for in-person attendees only.

Connected TV (CTV) is exploding. eMarketer estimates CTV spending in the United States will grow almost 50 percent in the next year and double by 2025. Cancer Treatment Centers of America has used CTV to reach prospective patients by providing them with information regarding cancer-only hospitals in their region, resulting in a cost per conversion of 60 percent lower than the campaign target. This interactive session will discuss key issues in CTV including making sense of a complicated landscape, optimizing creative, and measurement.

Ivan Stamenov

VP, Marketing Operations and Technology Cancer Treatment Centers of America

COUNTDOWN TO "COFFEE WITH" SESSION

COFFEE WITH KROGER: MEDIA KPI'S IN ACTION- HOW UNILEVER USED RETAIL MEDIA TO DRIVE REAL BUSINESS OUTCOMES

Brands need media to work harder than ever, but traditional KPIs alone don’t measure true success. With unique challenges for brands in 2020, discover how Unilever used Kroger’s first party data and advanced targeting capabilities to identify the most relevant audience and align tactics to meaningful KPIs.

Cathy Lauro

Shopper Marketing Manager Unilever

COUNTDOWN TO GENERAL SESSION

EFFECTIVE MEDIA MANAGEMENT: THE KEYS TO BRAND GROWTH

As Chief Executive Officer of the ANA, Bob Liodice has a big view of marketing and media. While advertisers continue to allocate the largest part of their marketing investments to media, no area of marketing continues to evolve as quickly and dynamically as media. In Bob’s own words, “As the media ecosystem continues to fracture, fragment, and increasingly becomes more complex and opaque, the effective management of media holds the keys for brand and business growth”. In this session, Bob will share his thoughts on media initiatives underway in the industry, such as PRAM, CMM, GARM, and TAG. He will also share what the ANA and advertisers are doing to embrace change, unlock pathways to growth, and shape the media industry to the benefit of those who fund it, the advertisers. 

Bob Liodice

CEO ANA

REMARKS FROM A&E NETWORKS

Stacie Danzis

Vice President, Digital Media A+E Networks

HOUSEKEEPING

Bill Duggan

Group Executive Vice President ANA

LEADING THE NEXT FRONTIER OF MEDIA DISRUPTION

In the last year, we’ve seen the pace of change accelerate by five years. The changes in media are no exception. Marketers have done a lot in recent years to build a media industry that is creating sustained growth and value.  But what’s next?  Marc Pritchard, Chairman of the ANA and P&G’s Chief Brand Officer, will discuss the next frontier of disruption in the media supply chain. He will share P&G’s roadmap to make media experiences truly superior for the consumers we serve in ways to continue to create growth and value for companies and the industry overall. 

Marc Pritchard

Chief Brand Officer Procter & Gamble

ADVERTISING AS A SERVICE TO THE CONSUMER

Shenan Reed has a passionate perspective that advertising, when done right, is a service to the consumer. Advertising shouldn’t be rude, an interruption or a bother. Rather, advertising should be genuine, timely and additive. The marketer has the responsibility to the consumer for placing its advertising at the right time, in the right place, with the right message. That is easier said than done. L’Oreal is striving to achieve this in multiple ways – leveraging first-party data smartly to be relevant; using influencers and creators to be organic and authentic; employing ad units that are not interruptive.  All that helps elevate creative and respects privacy, while providing a true service to the consumer.

Shenan Reed

Senior Vice President – Head of Media L’Oreal USA

HARNESSING THE POWER OF TOTAL AUDIENCE TO DRIVE KPIS

For decades, marketers have pursued younger consumers, while ignoring their older counterparts. The reality is that today’s 55+ consumer controls 41% of consumer spending and is the fastest growing age segment in the U.S. Their tremendous economic power, coupled with shifts in consumer loyalty, makes it clear that they can no longer be ignored. In this session, Marcela Tabares, SVP Strategic Insights, and David Ernst, VP Strategic Insights, share proprietary performance analytics assessing the impact of total audience targeted advertising on purchasing behavior.

Marcela Tabares

SVP, Ad Sales Research and Strategic Insights A+E Networks

VIDEO AT THE SPEED OF PERFORMANCE

Video tech has never been more advanced, and the disparity of data has never been more backward. This session will discuss how to leverage both data and technology to drive impression costs down and new tools available to make faster decisions.

Corinne Casagrande

SVP, Strategy Broadbeam Media (Active International’s Analytics & Data Arm)

4 CRITICAL INGREDIENTS FOR THE POST-COOKIE WORLD

There will not be a silver bullet that will single-handedly replace the cookie and maintain media addressability. The future of addressability will require both marketers and publishers to build new connections and maintain unique integrations across authenticated and non authenticated traffic. These pathways must remain both transparent and flexible in order to adapt to continually changing privacy legislation and consumer behavior.

Join Michael Schoen, GM and SVP, Neustar Marketing Solutions to learn about Neustar Fabrick, a next generation data connectivity platform providing sustained protection from ID deprecation and privacy risk with direct, programmatic contextual, and privacy-preserving integrations across the marketing ecosystem. Neustar frees advertisers and publishers from reliance on cookies and device IDs allowing them to focus on improving customer engagement, analyzing their performance, and optimizing their return on investment.

Michael Schoen

General Manager and Senior Vice President Neustar Marketing Solutions

BREAK

MEDIAPALOOZA 2021

2021 is shaping up to be a very busy year for media agency pitches.  There’s a perfect storm given reviews that were delayed as a result of the pandemic and the need for new capabilities and outcomes – including e-commerce expertise, the ability to build first-party databases, having the right split between in-housing and outsourcing, and demonstrating ROI.  While cost is still important, unlike the mediapaloozas of the past (which focused on price and transparency) marketers are now seeking media transformation.  Whether you are planning a review, already had one, or are standing pat, this session will highlight the most urgent media issues and considerations for marketers..

Greg Paull

Co-Founder and Principal R3

RETAIL, MEDIA, AND PURPOSE: WHY BEST BUY BELIEVES TECHNOLOGY AND HUMANITY GO HAND IN HAND

Yes, 2020 was tough for retail. But Best Buy isn’t a stranger to challenge, rising above long odds, or having to evolve quickly. Hear chief marketing officer, Frank Crowson, talk about why today’s retailers don’t need to fit into a simple box, and in order to thrive—they shouldn't. Learn about how Best Buy balances being customer obsessed, meeting advertiser needs without sacrificing the customer experience, and operates as a purpose-driven company above all else. 

Frank Crowson

Chief Marketing Officer Best Buy

MEDIA KPIs THAT MATTER

Media KPIs have been identified by the ANA Media Leadership Growth Council as an area of keen interest due to the direct connection between KPIs and business results. Specifically, the group was interested in identifying the most used KPIs for media, the most important KPIs, and new/emerging KPIs.  Through both qualitative and quantitative research – and a list of 39 KPIs – we learned so much about metrics including unique reach, ROI/ROAS, brand safety, customer lifetime value, data source quality, conversion, attentive impressions, and more.

Charlie Chappell

Vice President – Media The Hershey Company

WOMEN’S SPORTS: A MORE IMPORTANT FORCE THAN EVER FOR YOUR BRAND

Tricia Betron hosts a conversation with the pre-eminent voice/brand in the sporting goods industry and the creator of the upcoming Fifty/50 film series celebrating the 50th anniversary of Title IX. We will cover the health/power of women’s sports and best marketing practices that reach females of all life stages. We’ll also discuss the state of programming as it relates to women sports fans and coverage of women’s sports. Conversation will include both the strides that have been made but also the work that still needs to be done.

Tricia Betron

Senior Vice President Disney Advertising Sales

THE ANA MEDIA LEADERSHIP GROWTH COUNCIL

The ANA’s focus on media, as part of the larger ANA Agenda, is one of our most important undertakings. Media is the most significant marketing investment for most advertisers, and it is the advertisers’ financial investments that fuels the media ecosystem, yet the advertisers’ agenda is not always prioritized over that of media owners, agencies, researchers, and vendors. The advertiser media community must take their industry back. To do so, the ANA is assembling an army of “Chief Media Officers” to bring the full force and voice of the marketer media universe to an agenda that breaks down the barriers to driving brand and business growth, unlocking billions of dollars in media effectiveness. In this session we will share the Media Leadership Growth Council agenda and priorities, the work being done, and how client-side media leaders can get involved with this important advertiser initiative.      

Mark Stewart

Senior Vice President, Media ANA

EXTREME REACH VIRTUAL MAGIC PERFORMANCE - ALAKAZOOM

Join Extreme Reach at the end of Day 2, for Alakazoom, a high tech magic show that will delight and amaze you. The Digital Deception duo have wowed audiences internationally, produced magic for David Blaine’s primetime special and performed on ESPN, CNN, The View, and many more. The virtual show runs from 6:00-6:50pm E.T. on Thursday June 17. Please note spaces are limited. Visit the Extreme Reach virtual booth to reserve your spot, or email ssimmons@ana.net to RSVP.

Join Extreme Reach at the end of Day 2, for Alakazoom, a high tech magic show that will delight and amaze you. The Digital Deception duo have wowed audiences internationally, produced magic for David Blaine’s primetime special and performed on ESPN, CNN, The View, and many more. The virtual show runs from 6:00-6:50pm Est. on Thursday, June 17. Please note spaces are limited.

DIVERSITY IN THE MEDIA SUPPLY CHAIN – TOWN HALL

Please note that this session will be available for in-person attendees only.

The importance of supplier diversity for marketing/advertising has increased for almost 90 percent of marketers over the past year, according to new ANA research. For many companies, media is their most significant marketing/advertising expense. Yet finding diverse media suppliers can be a challenge. Meanwhile, this topic has been in the press quite a lot recently. This will be “town hall” discussion to share perspective and experiences in finding and working with diverse media suppliers.

Facilitator: Bill Duggan

Group Executive Vice President ANA

COUNTDOWN TO GENERAL SESSION

HOUSEKEEPING

Bill Duggan

Group Executive Vice President ANA

THE THREE BIG HAIRY CHALLENGES FACING MARKETERS IN A COVID-IMPACTED DIGITAL WORLD

As Chief Innovation Officer and Co-founder of eMarketer, Geoff Ramsey is on the cutting edge of new research statistics, trends and best practices, covering every aspect of online marketing and media. In this session, Geoff will focus on the three “big hairy” challenges facing marketers in a COVID-impacted digital world:

• Solving for Identity – When cookies are crumbling, Apple is restricting use of its IDFA and Google is taking an ax to behavioral targeting across the web, how will marketers achieve their goals for holistic marketing attribution?
• The Streaming Wars will rage on, but who will be the winners and the losers, and will traditional television even survive?
• Amazon is eating everybody’s lunch – and what does that mean for brand marketers, retailers and the tech titans it competes with?

Geoff Ramsey

Chief Evangelist and Co-Founder Insider Intelligence and eMarketer

HOW AUTONATION USES DATA FOR A MORE RELEVANT AND OPTIMIZED CUSTOMER JOURNEY

AutoNation is America’s largest and most recognized automotive retailer; it’s a Fortune 500 company with over 21,000 associates and 315 locations from coast to coast. At AutoNation it’s “all about the customer” and customer data is the company’s most valuable asset as it fuels the customer journey and experience. The AutoNation marketing ecosystem leverages  1st, 2nd, and 3rd party data to personalize and deliver an optimized customer experience across an omnichannel media environment. 

Meghan Haslemann

Vice President, Customer Marketing AutoNation

2020: A MEDIA ODYSSEY

In March 2020, every plan made for the year was at risk of imminent failure…product launches, ad campaigns, media mixes, and budget allocations.  Everything changed, nothing was certain, and wait and see was not an option. In this session, Jorge Oliveira and Richard Guest will share how they leveraged 2020 as an opportunity to launch a digital marketing transformation across Burger King, an odyssey that continues in 2021.  

Jorge Luiz R. Oliveira

Director, Media & Social Channels BK U.S.

A TIDAL CHANGE IN CURRENCY: CONSUMER SHIFTS, IMPROVED TECHNOLOGY AND AN APPETITE FOR CHANGE

As an industry, for years we have been discussing a change in currency from age and gender to strategic audiences, attention and viewability, outcomes and much more. While discussions have happened, there has been very little movement to guarantees on other currencies. With supply continuing to dwindle in linear TV and fragmentation accelerating, combined with better data and technology, there has never been a better opportunity to evolve trading models to focus on effectiveness and outcome-based guarantees. In this session, Anheuser-Busch and dentsu will detail ways they have changed the guarantee parameters to deliver brand KPIs and help drive business outcomes, balancing efficiency and effectiveness.

Cara Lewis

Executive Vice President, Head of U.S. Investment dentsu

THE ANA PROGRAMMATIC RFP

In late April, the ANA issued an RFP for a comprehensive study of the programmatic media buying ecosystem. The RFP described the programmatic marketplace as “riddled with material issues including thin transparency, fractured accountability, and mind-numbing complexity.” The focus of the RFP is to identify ways to help advertisers eliminate waste.  This session will discuss the rationale behind the RFP, what we’re doing, and what we expect to learn.   

Bill Duggan

Group EVP ANA

CLOSING REMARKS