9:45AM - ONLINE VIDEO IN 2016: COMPLEXITY, FRUSTRATION REIGN
Is there anything more inefficient or labor-intensive than deploying a video ad campaign? With countless video ad platforms, and a growing number of devices used to consume video content, it seems the degree of complexity is only getting worse. When you factor in the twin specters of fraud and viewability, it’s little wonder that most marketers leave it to their agencies to navigate the video quagmire. Shouldn’t agencies spend more of their time creating, planning and buying video than coding campaigns for deployment, or worrying about whether a human actually saw their ads? What is being done to ameliorate the workload and stress that disproportionately falls on agencies?
Patrick Bennett
EVP, Creative, iCrossing
Caitlin Bergmann
Director of Content and Creative, Mediacom
Keith Grossman
Global Chief Revenue Officer, Bloomberg Media Group
Christine Petersen
Managing Director, Investment, Initiative Media
10:30AM - MOBILE VIDEO’S SPENDING LAG
This is the year that video consumption on mobile devices will overtake so-called “fixed device” consumption, as consumers around the world spend more time watching videos on their smartphones and tablets than on desktops, laptop computers and smart TVs. Yet, despite what has been a steady surge in mobile video consumption over the last several years, 75 percent of video spending still occurs on fixed devices. According to research from Zenith, the mobile video consumption/spending disconnect is likely to persist for years. Why is there still a disconnect between the two, and what is being done to bridge the gap? What are the main impediments to achieving a consumption/spending balance? What role have major providers like Google, Facebook and Hulu played in driving—or indeed, impeding—mobile video growth?
Gavin O'Malley
Reporter, MediaPost
Benjamin Bring
Vice President, Mobile Media Director, Ansible
Jeff Hinz
Managing Partner, US Digital Director, Mediacom USA
Rachel Pasqua
Mobile Practice Lead, MEC Global
11:15AM - KEYNOTE INTERVIEW
Is there anything more inefficient or labor-intensive than deploying a video ad campaign? With countless video ad platforms, and a growing number of devices used to consume video content, it seems the degree of complexity is only getting worse. When you factor in the twin specters of fraud and viewability, it’s little wonder that most marketers leave it to their agencies to navigate the video quagmire. Shouldn’t agencies spend more of their time creating, planning and buying video than coding campaigns for deployment, or worrying about whether a human actually saw their ads? What is being done to ameliorate the workload and stress that disproportionately falls on agencies?
Tony Pace
Chairman, ANA
Joe Mandese
Editor-in-Chief, MediaPost
11:45AM - VIDEO SYNDICATION: SOCIAL MEDIA GAINS IN IMPORTANCE FOR BRANDS
Not long ago, marketers could break online video down into a couple of broad buckets: viral videos on YouTube, video ads on YouTube, and branded video content that usually lived on a brand’s homepage and/or YouTube channel. While YouTube has historically reigned supreme when it comes to video consumption and distribution, Google’s video giant is by no means the only gig in town anymore. The belated emergence of video opportunities on the various properties of Facebook, Twitter and LinkedIn mean that social media is now equally, if not more important, for brands than YouTube. How should brands approach video syndication in 2016? How are they leveraging paid, owned and earned media within social channels, in particular, and what third parties are helping?
Fred Schonenberg
Founder, VentureFuel
Mike Mikho
Chief Marketing Officer, Laundry Service & Cycle
Mariana Rodriguez
Group Director, Beeby Clark+Meyler
Andy Tu
Chief Marketing Officer, DEFY Media
12:30PM - FOR WHOM THE BELL TOLLS? LIVE STREAMING AND TV BROADCASTING
Imagine if all broadcast content—news, entertainment, sports, weather, etc—were filmed using the same live streaming app, and you start to understand what the likes of Facebook Live, Twitter’s Periscope, Google’s YouTube and YouNow are after here. Is social media, the great time-suck of our time, about to assume broadcast news and entertainment just as it has taken large swathes of attention away from other traditional media? What, specifically, does this opportunity present for marketers, who are they backing to win, and what early experiments have borne fruit?
PJ Bednarski
Columnist, MediaPost
Marla Skiko
EVP, Director of Digital Innovation, SMG Multicultural
Don Wilcox
Vice President, Digital Marketing and Services , PBS
1:00PM - BEYOND COMPLETION RATES - HOW SOCIAL VIDEO WORKS
Get the latest insights on how how new feed-based media environments like Twitter impact how people consume content. Join Twitter and IPG Mediabrands to discuss the latest research on consumer's mindset, perceptions of your brand, and the effectiveness of your branded video messages.
David Roter
Head of Agency Sales, Twitter
Heather O'Shea
Global Agency Research Lead, Twitter
Nick Childs
Chief Creative Officer, Initiative & Society
2:15PM - THE NEW BRAND STORYTELLING
What are the best ways to approach VR and AR to get the marketing messages across and what are the best and coming platforms to do that? We ask the early practitioners to share the learnings from the first VR branded content and sponsored projects. How can VR/AR deepen consumer relationships by immersive experiences? Is this just the new “3D” or is there something genuinely revolutionary here for brand storytelling?
Kelly Andresen
VP of Branded Content, GET Creative
Eric Grant
Creative Director Of Emerging Experiences, Razorfish
Jerry Hudson
VP, Future Experience & Head, FutureX Lab, Moxie
Gene Lewis
Partner and Chief Creative Officer, Digital Pulp
Daniela Lobo
Brand and Digital Strategy Director, SapientNitro
3:45PM - VR CONTENT: THE NEXT ENGAGING WAVE FOR BRANDS
Dave Meeker
VP of Innovation, Isobar
4:00PM - RETAILERS FOLLOW POKEMON GO
After simmering in the background for many years, Pokemon Go introduced augmented reality to the masses. While the phenomenon hit a nerve well beyond traditional gamers, was it something beyond the brand and childhood memories of Pokemon that drove it? Now that the AR and VR doors are open, retailers are starting to test how VR can work for them by appealing to in-store shoppers
Rob Griffin
Chief Innovation Officer, Almighty
Jake Bennett
CTO, POP
Marley Kaplan
Head of Innovation, Kinetic Worldwide
4:30PM - LESSONS LEARNED, OR WHAT NOT TO DO ON A VR PROJECT
Early going in VR was about testing and learning. What are the bumps along the way that marketers can be expected to encounter and how does one get around them? These experts have the scars to show what doesn’t work along with some of the best practices they have since developed. They will talk about the very real limits of VR in the world of marketing and the steps take that do work.
Steve Callan
VP, Director - Creative Technology, Hill Holliday
Cedric Devitt
Chief Creative Officer, Big Spaceship
Jon-Micheal Herrmann
VP, Strategy, Giant Spoon
Andrew Klein
Associate Director, Social Experience & Custom Product, Mediavest | Spark
Douglas Rozen
Chief Digital & Innovation Officer, OMD
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