Conference Agenda

CONFERENCE HOST COMMENTS

Leah Marshall

Vice President, Influencer Marketing ANA

ANA PROGRAMMATIC MEDIA SUPPLY CHAIN TRANSPARENCY STUDY

David Spencer

Manager, Emerging Media and Partnerships General Motors

THE EVOLUTION OF WELLS FARGO’S MEDIA MEASUREMENT

In this session, learn how Wells Fargo has addressed the key challenges faced by marketers in an environment where media measurement is often characterized by opacity and lack of transparency. Hear from their head of media channel science on how the brand is using synthetic control testing in match market, effectively measuring sponsorship ROI, leveraging generative AI for content personalization and measuring the ROI of personalized content, and measuring attention beyond impressions.

Shamsa Jafri

SVP, Head of Media & Owned Channel Science Wells Fargo

THE RISE OF PRINCIPAL MEDIA BUYING AND OTHER NON-TRANSPARENT SERVICES

The agency media buying model is changing. It is important for advertisers to know when their agency is purchasing media for them as an agent versus selling them inventory on a non-transparent basis or that has been acquired as a principal. Principal media buying and other non-transparent services are increasingly rapidly – and advertisers need to be aware and take safeguards, which will be discussed in this session.

Keri Bruce

Partner Reed Smith

HOW A DIRECT-TO-CONSUMER FLOWER BRAND INCREASED SALES & EXCEEDED ROAS GOALS

In this session, learn how the DTC flower brand Venus et Fleur partnered with Simpli.fi to increase online sales and measure their Return on Ad Spend (ROAS). You’ll hear how the brand utilized addressable programmatic and behavioral targeting to deploy CTV ads and a unique social programmatic display creative. You’ll also learn how the brand was able to reach new qualified shoppers and improve their advertising performance.

Angela Marsh

Head of Growth Marketing Venus et Fleur

UNIFYING MEDIA STRATEGIES: CONNECTING NATIONAL AND RETAIL FOR IMPACTFUL CONSUMER EXPERIENCES

In this session, learn about the dynamic landscape where national and retail media intersect, creating a new frontier for engaging consumers. Discover how Henkel is revolutionizing media strategies by breaking down silos and embracing harmonious planning and execution. Learn about Henkel’s consumer-centric approach, driving personalized content delivery, and innovative organizational principles fostering collaboration and experimentation. And hear strategies to reshape the future of media integration and deliver seamless consumer experiences.

Katerina Moragianis

Vice President of Marketing, Advanced Capabilities Henkel Consumer Brands

CLOSING REMARKS

Leah Marshall

Vice President, Influencer Marketing ANA

On the first full day of the Media Conference, we’ll be offering 5 themed and facilitated breakfast discussions on topics including:

1. Principal Media Buying
2. Retail Media Networks
3. Programmatic Media
4. Influencer Marketing
5. CTV

Conference attendees will have the option to join a themed table and have breakfast with peers knowledgeable about and interested a similar topic from 7:30am-8am. It will be very informal and allow attendees to connect with other marketers in similar roles. To join a table, simply look towards the front of the breakfast room for the tabletop sign with the breakfast theme you’d like to attend- no need to register in advance.

BREAKFAST SESSION: CASE STUDY- LOCAL BROADCAST TV ATTRIBUTION OUTCOMES

TVB’s Executive Vice President, Business Development, Brad Seitter, interviews Trisha Ripperger, Chief Marketing Officer, Tom Wood Auto Group. Advertisers of any size will walk away from this session with a behind-the-scenes look at how a large regional advertiser allocates their money and tracks their media performance. Trisha will explain how Tom Wood Auto Group tracks attribution from their broadcast TV commercials, directly to increased showroom and website traffic. She will also share her marketing perspective and innovative strategies to grow Tom Wood Auto Group through a base of broadcast TV and a mix of other forms of media. Trisha will be available for individual Q&A after the session.

Trisha Ripperger

Chief Marketing Officer Tom Wood Group

SPONSOR OPENING REMARKS

Lisa Mallen

Senior Vice President, Ad Sales A+E

SETTING THE STAGE: MEDIA OPPORTUNITY AND COMPLEXITY

As seismic change impacts the foundation of the media landscape, it’s imperative that we as an industry come together to address our biggest challenges and opportunities. Hear directly from CEO Bob Liodice on what the ANA is doing to create greater measurability, transparency, accountability, and safety for marketers as they navigate this challenging ecosystem. From AI to programmatic media transparency, to retail media networks, connected TV, influencer marketing and privacy, there is much ground to cover!

Bob Liodice

Chief Executive Officer ANA

CONFERENCE HOST COMMENTS

DJ Perera

Chief Media Officer The Ad Council

MARC PRITCHARD KEYNOTE

For the ninth time in the 12-year history of this event, Marc Pritchard will deliver the opening keynote of the ANA Media Conference. Marc remains passionate about elevating the productivity and transparency of the media supply chain and the need to make media experiences truly superior for consumers in ways 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

Studies reveal that consumers mostly dislike advertising. They don't trust that their data is always being used for good, and they continue to turn a blind eye to it. As a result, media tactics have gotten more aggressive in following consumers around and interrupting experiences for exposure. This session will explore how advertiser can alchemize the doom and gloom of losing consumer tracking into a positive about how we can get back to the art of marketing and media planning, and challenge that advertising, when done well, is a service to the consumer.

Shenan Reed

Global Chief Media Officer General Motors

FUELING FAN GROWTH

Last month, the NFL concluded another record-breaking season capped off with the highest rated Super Bowl viewers in history tuning in to Super Bowl LVIII.  The NFL is fueling this growth through strategic audience targeting, new fan engagement techniques, and distributing live games and helmets off content through streaming and social platforms year-round.  This session will provide a glimpse into the go to market approach and content experiences that are driving the record-breaking performance.

Andy Kauffman

SVP, Marketing Strategy & Science NFL

HOW MARKETERS CAN HARNESS THE POWER OF AI

AI is already reshaping and disrupting the marketing landscape. In this session, Microsoft’s Chief Brand Officer will share how media leaders can effectively leverage AI across the marketing organization. Learn how AI is poised to supercharge growth, anticipate consumer behavior, revolutionize personalization, and optimize targeting and campaign effectiveness.

Kathleen Hall

Chief Brand Officer Microsoft

COOKING UP A WINNING RECIPE WITH CAMPBELL’S “SPOONFUL OF JOY”

This past holiday season, Campbell’s®, Spark Foundry, and Lifetime in collaboration with Best Buddies® International created a unique campaign to inspire families to elevate diversity and traditions while celebrating joy, comfort and togetherness.  The result was branded content and features amplified across digital, social, and linear platforms, all anchored by a commercial built around a touching story of one mother’s love for her autistic son and their connection through cooking. How did this digital-first commercial campaign come to life with all these cooks in the kitchen? In this session, learn the results and payoff for all parties involved and most importantly, their audiences.

Please note this session will not be available for on-demand viewing and must be watched live.

Moderator: David DeSocio

EVP, Ad Sales Marketing & Partnerships A+E

LUNCH SESSION: THE SUPER BOWL AD SHOWDOWN: WHICH BRANDS ACTUALLY WON?

This engaging lunchtime session offers a data-driven review of the standout ads from Super Bowl LVIII. We’ll explore the top audience trends, highlight the most memorable celebrity endorsements, and share an analysis of which brands came out on top in terms of awareness, buzz and consideration, based on YouGov’s daily brand health tracking.

Nicole Pike

SVP and Head of Sports & Gaming YouGov

RETAIL MEDIA PLAYS BOTH OFFENSE AND DEFENSE FOR MONSTER ENERGY

Learn how Monster Energy grows market share by leaning into the fastest growing media channel. Leveraging the full potential of Retail Media, the brand deploys both offensive and defensive strategies to acquire new customers, drive repeat purchases, and defend against new and aggressive competitors. We’ll hear about sophisticated audience segmentation strategies with shopper data at the core, and best practices around optimal reach/frequency and spend allocations, all tied to a clear KPI framework. 

Kiri Masters

Partner & Head of Retail Marketplace Strategy Acadia

STANLEY BLACK & DECKER BETS BIG ON EXPERIENTIAL

DEWALT, a Stanley Black & Decker brand, is a category leader in power and hand tools however it was an unexpected candidate for advertising on one of the most prominent out of home spaces in the United States, the Vegas Sphere. Learn the decision-making behind the brand’s big bet on experiential, and how they are creatively activating with media during the World of Concrete Trade Show in Las Vegas.

Pat Petschel

Global Vice President, Brand Strategy and Studio Stanley Black & Decker

MAXIMIZING A VIRAL INFLUENCER MOMENT

How does a social team turn a viral TikTok video of their iconic jingle which earned the brand over half a billion impressions into something even more meaningful, all while navigating the challenges of marketing in a highly-regulated industry? Learn how the Nationwide social team leveraged the power of social listening to drive impressions, engagement, and awareness, all while advancing brand purpose.

Kristi Daraban

AVP, Social Media Nationwide

H0W KRAFT HEINZ PUTS MEDIA FRONT & CENTER

On the heels of a new agency relationship, learn how Kraft Heinz has strategically repositioned and reprioritized media. Gain insights into how Kraft Heinz measures and optimizes media performance, leverages data, and explore the key metrics that guide decision-making and drive continuous improvement in media strategies.

Nick Jezarian

VP Media- North America Kraft Heinz

AUDIENCE SEGMENTATION IN A COOKIELESS WORLD

Nicole Roth

Global Paid Media Director Intel Corporation

CLOSING REMARKS

DINNER SESSION: BUILDING TEAMS AND STRATEGIES FOR AUDIENCE-FIRST CTV CAMPAIGNS

SeCTV offers brands new-reach and a more-addressable television investment. But questions emerge as brands focus on audience-first strategies: How do we know we’ve reached incremental households? Are these the best households for our brand? And how do we leverage knowledge and datasets from across multiple teams and silos? In this fireside chat, we’ll learn from Kimberly Clark’s pioneering experience using retail purchase signals to boost CTV reach and impact.

Jeff Daniel

U.S. Media Partnership & Investment Lead Kimberly-Clark Corporation

BREAKFAST SESSION: REDEFINING CTV ADS: FROM DISRUPTION TO SEAMLESS ENGAGEMENT

Explore how the traditional CTV ad model with its intrusive ad breaks is being reimagined to meet viewer preferences for non-disruptive, in-the-moment experiences. This session will discuss the shift from conventional ad placements to innovative, seamless advertising that respects the viewer's desire for uninterrupted content. Discover how GumGum's approach, exemplified in their collaboration with The Trevor Project, offers new opportunities for TV buyers to scale ads across a diverse range of FAST and ad-supported streaming channels, moving beyond the constraints of traditional TV ad buying.

Phil Schraeder

CEO GumGum

WELCOME REMARKS & INTRODUCTION

DJ Perera

Chief Media Officer The Ad Council

THE WALL STREET PERSPECTIVE

Brian Nowak leads the Morgan Stanley Internet research team, covering a total of 45 companies in the technology and digital advertising sector. Those include Amazon, Google, and Meta. By bringing together strategic insights on how Internet companies and leading platforms are changing and monetizing consumer behavior, and incorporating big picture themes into detailed models, Brian and his team are crafting actionable insights for clients. Notable thematic work he has led includes: AI and its transformative impact on tech and tech diffusion, consumer behavior changes in search and social media, forward growth and profitability of the shared economy, the Metaverse, Amazon disruption, and more.

Brian Nowak

Managing Director Morgan Stanley

HOW A GLOBAL BRAND STAYS AT THE FOREFRONT OF MEDIA INNOVATION

Discover how a nearly century-old brand continues to evolve while remaining at the forefront of media innovation, from leveraging first-party data to personalizing customer experiences and loyalty programs to building best-in-class agency relationships, launching first-in-market partnerships, and tapping newer technologies like AI. Find out how some of their biggest risks have helped them win the attention and business of a diverse global audience.

Brittany Clauss

Director- Advertising and Social Media Strategy United Airlines

KIMBERLY-CLARK’S APPROACH TO THE MEDIA PITCH PROCESS & STRONG AGENCY-CLIENT RELATIONSHIPS

Media is the largest marketing investment for many companies. In this session, you’ll learn practical strategies to stimulate organizational change and renewed alignment in the ever-evolving media landscape.  From crafting an effective pitch and identifying key stakeholders to methods for fostering collaboration, this session will provide real-world examples and actionable insights to achieve results that optimize your media investment and the agency relationship that powers it.  

Stacie Medley

Director of US Media Kimberly-Clark

UNCOMMON COLLABORATION FOR MEDIA SUSTAINABILITY

Brands, agencies and media companies are uniting to address the media industry’s environmental impact, and creating industry standards to address marketplace fragmentation. This is a topic that is becoming increasingly important within marketing departments and corporate sustainability practices. Join a discussion on how GARM’s Global Media Sustainability Framework is making media sustainability a manageable topic.

Rob Rakowitz

Initiative Lead Global Alliance for Responsible Media (GARM) World Federation of Advertisers

CLOSING REMARKS