Tuesday, April 4
8:00 - 9:00 AM – BREAKFAST & Registration
Sponsored by Alphonso, Inc.
8:15 - 8:45 AM – Breakfast briefing
Measuring Closed Loop Attribution for TV Ad Spend
Ashish Chordia, CEO, ALPHONSO
Join Alphonso CEO Ashish Chordia to understand how Fortune 100 brands are closing the loop on TV ad spend dramatically improving the effectiveness of TV spends and leveraging real-time insights to optimize media investments across TV and digital.
Sponsored by Alphonso, Inc.
9:00 - 9:05 AM – WELCOME
Nancy Hill, President & CEO, 4A's
9:05 - 9:15 aM – Morning Agenda Review & Highlights of 2016
John Montgomery, EVP Brand Safety, GroupM
Chair of 4A’s Media Leadership Council
9:15 - 10:00 AM – P&G's POV
“Back in the day…” agencies were their client’s closest business partners. But along the way, many things changed, and the last several years have been tough on agencies. In his keynote, Chief Brand Officer, Marc Pritchard, explores the possible causes of why it’s been so tough, to identify what to do about them, and move forward to transform our businesses together. Marc will call for raising the bar on expectations, partnership, productivity, and creativity to drive growth in the future - together.
Marc Pritchard, Chief Brand Officer, P&G & Board Chairman, ANA
10:00 - 10:30 AM – Are You Biased?
This session will provide participants with an experience of the lenses through which they see and evaluate others, as well as an understanding of how making fast brain decisions can impact their organization’s talent strategies, go to market strategies, and the role that advertising plays in creating a diverse world.
10:30 - 11:00 AM – Future of Video: The Long & Short Of It
As digital assumes more importance as a branding medium, dollars are flowing from linear media to video – but it’s clear that video is not a simple emulation of what happens on TV.
Streaming, scrolling, native and vertical formats have all become a factor in video and agencies and their clients must understand and adapt to the new video environment.
This discussion will look at the value to advertisers of new video formats and delivery systems.
Bob Gruters, US Group Lead, Entertainment, Restaurants, and Multicultural, Facebook
Peter Naylor, SVP, Advertising Sales, Hulu
Rob Norman, Chief Digital Officer, GroupM Worldwide & Chairman, GroupM North America
11:00 - 11:30 AM – BREAK
Sponsored by Pinterest
11:30 - 12:00 PM – Clearing the Innovation Gap
Facebook’s VP, Ads and Business Platform, and the architect of Facebook’s newsfeed, will discuss how brands need to rethink who they are, how they’re structured, and how they commit to taking risks in today’s customer-centric, mobile-first world.
Andrew Bosworth, VP, Ads & Business Platform, Facebook
12:00 - 12:30PM – How One Brand is Disrupting the Fashion Industry
The CMO of Lane Bryant will discuss Lane Bryant’s Effie winning marketing, media, and advertising program which is changing cultural perceptions and has delivered a 50% increase in unaided brand awareness and a +20% increase in new customers.
Brian Beitler, EVP & CMO, Lane Bryant
Barry Lowenthal, President, Media Kitchen
12:30 - 1:45 PM – LUNCH
12:45 - 1:30 PM – LUNCH & LEARNS
Addressability: Breathing New Life Back into TV
Jason Brown, VP, Head of National Sales, AT&T AdWorks
joined by Randy Cohen, President & COO, Advertiser Perceptions
The holy grail of targeting the right audience at the right time—at scale. For years, advertisers and agencies have bought both TV for its scale and digital for its targeting, but now Addressable combines the benefits of both. Learn what’s working…and what’s not. Plus, gain some insights on how to better refine targets. And hear a special report from Advertiser Perceptions on industry trends in addressability.
Sponsored by AT&T AdWorks
THE FUTURE OF MEASUREMENT: ACTIONABLE INSIGHTS FROM MEASURING 1:1 MARKETING
Heather O'Shea, VP, Ad & Audience Research, Research Now
The proliferation of content and devices has allowed individuals to forge their own path of media consumption. As a result, marketers must be more strategic than ever in their media tactics to identify how to best communicate with their target audiences one-to-one. For marketers to truly evaluate their advertising campaign success, measurement must be able to assess individuals' ad exposures across all media channels. Research Now is leading the charge to uniquely measure 1:1 marketing from a single source across more than 2 million panelists. This presentation will share ground-breaking insights Research Now has learned through measuring hundreds of cross-media campaigns to inform marketers on how they can best optimize their media efforts.
Sponsored by ResearchNow
How to Leverage TV and Digital Data to Find Your Most Desired Audiences Across Devices
Kate O’Loughlin, SVP, Media Business, Tapad
Tracey Scheppach, CEO & Co-Founder, MATTER MORE, LLC
Audience-based approaches to marketing are the new reality. Better, smarter data delivers more compelling, engaging campaigns - but how do you know which data is best? We know who your most desired consumers are, and we’ll help you connect the dots from TV to digital. Come learn from experts about how a top-notch device graph, linked to your own consumer insights and datasets can help you achieve business outcomes that matter more and give a unified view of your ideal audiences.
Sponsored by Tapad
1:45 - 1:50 PM – Afternoon Agenda Review
Kathleen Brookbanks, COO, Hearts & Science & Vice Chair, 4A’s Board of Directors
1:50 - 2:30 PM – Investment and Partnerships: the New Media Landscape
The media landscape continues to shift. Audiences move quickly with new content choices and technology. Media companies can't rest on their laurels. Investment and partnerships are shaping how we target shifting audiences at scale. In this session, Linda Yaccarino discusses the impact of these dynamics to the industry, and how NBCU is addressing this challenge.
2:30 - 3:00 PM – Inside a Data-Driven Agency Model
Marketers and agencies today are awash in data points. But the value in accumulating data is only realized when organizations are willing and able to adapt to it. That’s especially true of the agency-client partnership model. Agencies today have increasingly diverse and evolving skill sets that often crash into the reality of legacy client-organization structures. Target and GroupM recently launched a bespoke agency model that’s designed to both adapt to the realities of today’s market – and to keep adapting, based on data, as the landscape evolves.
Kristi Argyilan, Senior Vice President, Media & Guest Engagement, Target
Kelly Clark, Global CEO, GroupM
Michal Lev-Ram, Senior Writer, FORTUNE
3:00 - 3:30 PM – Programmatic – Driving Business Results
Provocative discussion from agency programmatic executives and a leading demand side platform sharing cases that demonstrate how programmatic delivers business results for marketers.
Art Muldoon, Co-CEO, Amnet US
Megan Pagliuca, Global CEO, Accuen
Alex Schneider, VP, Client Strategy, The Trade Desk
Matthew Sweeney, CEO North America, Xaxis
Gayle Meyers, Chief Marketing Officer, LUMA Partners
3:30 - 4:00 PM – BREAK
4:00 - 4:30 PM – Research & Measurement - Priorities & Issues
With multiple channels and devices, a constantly changing landscape, migration from aggregate to person-level marketing, and silo'ed environments, this session will look at how the industry is meeting and failing to meet the challenge of measuring audience, exposure and ROI impact of advertising and marketing today.
Jane Clarke, CEO, Managing Director, The Coalition for Innovative Media Measurement
Aaron Fetters, Senior Vice President of Marketing Solutions, comScore, Inc.
Amanda Richman, President, Starcom (Publicis Media)
Howard Shimmel, Chief Research Officer, Turner
Lou Paskalis, Senior Vice President, Bank of America
4:30 - 5:05 PM – Media Company Innovations
Media company panel focusing on new solutions surrounding data content, investments, & new products. The discussion will include Viacom’s Velocity and Foursquare on providing innovative offerings in addressability, content and data that are being taken advantage of by advertisers.
Wenda Harris Millard, Vice Chairman, MediaLink
6:00 - 8:00 PM – 4A’s 100th Anniversary kickoff Networking Reception
Sponsored by Nucleus