Conference Agenda

7:45 AM - 8:45 AM	Networking Breakfast & Meet the Exhibitors Expo, Lobby Level Sponsored by:
8:45 AM	General Session Convenes - Broadway Ballroom, 4th Floor
8:45 AM - 9:00 AM	Welcome – Opening Remarks   Randall Rothenberg President and Chief Executive Officer, Interactive Advertising Bureau
9:00 AM - 9:30 AM	Morning Keynote   Seth Godin Author, Entrepreneur and Agent of Change
9:30 AM - 10:00 AM	Transformation and Innovation in Digital Marketing Dramatic shifts in the media and advertising world have complicated message delivery to, and emotional connection with, consumers. These consumers now demand rich digital experiences everywhere—on every screen—harnessing new technologies which heighten engagement through voice, touch and gesture. The challenge for marketers is to bring this innovation together into a cohesive experience, and not simply a randomized set of buys. Microsoft illustrates how to navigate this new landscape, revealing exciting innovations, including the multi-screen campaign that is launching Chevrolet’s new Volt. Paul Edwards, Executive Director, Marketing Strategy, General Motors Company Darren Huston, Corporate Vice President, Global Consumer and Online, Microsoft
10:00 AM - 10:30 AM	Interview with a Media Legend   Frank Bennack, Jr. Vice Chairman and Chief Executive Officer, Hearst Corporation
10:30 AM - 10:40 AM	Follow the Money Terence Kawaja, President and Chief Executive Officer, LUMA Partners LLC
10:40 AM - 11:15 AM	Meet the Exhibitors – Networking Refreshment Break Expo, Lobby Level Sponsored by:
11:15 AM - 11:45 AM	The Past, Present and Future of Digital Native Publishing Nick Denton, Founder, Gawker Media Peter Kafka, Senior Editor, All Things Digital
11:45 AM - 12:15 PM	You Say You’ve Got A Revolution? (Yes, We Do!) Digital media have long been at the mercy of the sins of the fathers—considered a singular experience for consumers and purely a direct response vehicle for brands. That means a true creative revolution requires nothing short of a total reinvention of the online experience as we know it. AOL’s Jeff Levick hosts a panel of industry leaders addressing the shifting intersection of content, creativity, advertising and technology; the increasing importance of context; and, ultimately outlining what this brave (and brand!) new digital world can, should and will look like. Jeff Levick, President, Global Advertising and Strategy, AOL Wenda Harris Millard, President and Chief Operating Officer, MediaLink Barry Wacksman, Executive Vice President, Chief Growth Officer, R/GA
12:25 PM - 1:10 PM	Workshops
	Workshop 1 Room 404, 4th floor Inside the Crystal Ball of Digital Video As brands and their agencies take aim at the online experience and emerging new digital platforms, the question becomes, “What does the future hold for digital video?” From HD to 3-D digital content, smart phones to the iPad, Break Media has worked with clients to maximize ROI and drive brand awareness across all digital platforms. Come see how some advertisers are using Break Media’s creative integration and distribution methods to reach their target audience, while looking ahead to the future of digital video. Andrew Budkofsky, Executive Vice President, Sales and Partnerships, Break Media Presented by:   Workshop 2 Room 502, 5th floor A Look Inside the Black Box – Tracking the Flow of Impressions and Data from Publisher to Brand With so many inventory management, optimization and monetization vendors flooding the marketplace, there’s no shortage of hands vying for a chance to touch your inventory. Amidst the chaotic and sometimes mystical dynamics of the online ad ecosystem, have you ever wondered what happens to your inventory once you’ve passed it to a third party? Should you even care? Join Casale Media’s Alex Gardner for an examination of the flow of inventory through this complex market, the brand and monetary implications involved, and the questions publishers should consider asking up front before granting any third party access to their inventory. Alex Gardner, Director, Publisher Relationships, Casale Media Presented by:   Workshop 3 Room 510, 5th floor Strategy Is the New Creative It is often argued that the interactive space, with its focus on measurement and metrics, has tilted the advertising scales toward "science" and away from "art." There is, however, another way to see the current evolution of the landscape. Rather than destroying the creative opportunity, the ability to define and target micro-audiences has opened up huge new opportunities in campaign strategy development. In fact, hyper-targeting has given birth to a new marriage of art and science where campaign strategy has become the new creative opportunity in advertising. Moderator: Rob Rasko, Chief Operating Officer and President, CPX Interactive Brian Chiger, Digital Strategist, Agencynet Mike Seiman, Chief Executive Officer and Founder, CPX Interactive Mary Stack, Vice President, Media Planning and Partnerships, Discovery Communications, LLC Presented by:   Workshop 4 Room 405, 4th floor TV for Me: How Consumers Want to Interact With Television What do TV viewers want? In today’s chaotic television landscape, it’s harder than ever to know—and advertisers are seeking clarity. In this workshop, they’ll get it, along with groundbreaking research that proves television is evolving to a richer, more consumer-driven experience capable of delivering even greater impact for advertisers. Discover the shifts happening now—and get a first look at research that illuminates how advertisers are tracking consumer engagement and behavior with brands through TV. Join Mark Kroese, General Manager of the Interactive Entertainment Advertising Business Group at Microsoft, and special guests from Nielsen and EmSense Research as they bring the consumer mindset and the TV advertising landscape into sharper focus. Mark Kroese, General Manager, Interactive Entertainment Advertising Business Group, Microsoft Gerardo Guzman, Director, Media Product Leadership, Nielsen Tim Hong, Senior Vice President, Product Development and Analytics, EmSense Corporation Scott Smith, Vice President, Sales and Scientific Support, EmSense Corporation Presented by:   Workshop 5 Room 402, 4th floor Oxygen’s Real Time Watercooler—The Revolution of Everywhere This workshop will explore Oxygen’s social media driven experience, “OxygenLive,” and share how this program leveraged users’ digital behavior to help drive appointment television. See what it means as it rolls out on more screens. Farrah Falcone, Director, Digital and New Media Marketing, Oxygen/NBC Universal Jennifer Kavanagh, Vice President, Digital and New Media, Oxygen Media Presented by:
1:10 PM - 2:00 PM	Networking Luncheon Broadway Ballroom, 4th Floor Sponsored by:
2:00 PM - 2:45 PM	Workshops
	Workshop 1 Room 404, 4th floor Audience Innovation: What Lies Ahead Through the Eyes of a Well-Traveled Engineer The relationship between consumers and technology is by design and necessity a two-way street. As consumer demands shape technological innovation, new technologies shape the way consumers live their daily lives. We are all consumers…and all-consumed. As this dynamic evolves, the power of audiences becomes the immovable force the industry must harness to drive digital media success. Increasing fragmentation in a constantly connected world means that marketers must use all available avenues to reach consumers, leveraging technologies to gain true insights and capitalize on the space’s true currency: audiences. Find out not just what these individuals are buying, but who they are, what they are passionate about, what they will have an emotional connection to, and how best to communicate with them. Basem Nayfeh, Chief Technology Officer, AudienceScience Presented by:   Workshop 2 Room 402, 4th floor From Fútbol to Football: ESPN XP Cross-Platform World Cup Research The 2010 FIFA World Cup captured the attention of the country and the world. In the U.S. alone, 160 million people consumed World Cup content across ESPN platforms—that's 55 percent of all Americans. On the average day, 26 percent of people who viewed World Cup content on ESPN were multiplatform consumers. To track fan behavior across every screen during this game-changing multimedia event, ESPN commissioned 15 research companies for the largest cross-media research initiative ever. From Video Everywhere and Multiscreen viewing to the role of Social & Sports, ESPN will share learnings from the World Cup and reveal how ESPN XP will evolve for the upcoming football season. Lisa Valentino, Vice President, Digital Media and Mobile Ad Sales, ESPN Barbara Singer, Vice President, Advertiser Insights and Strategy, ESPN David Coletti, Senior Director, Digital Media Research, ESPN Presented by:   Workshop 3 Room 502, 5th floor Turn Online Conversations, Clicks and Texts into Targeted Marketing ExactTarget’s R.J. Talyor presents the next generation of interactive marketing. Hear how brands are achieving unparalleled success by using email, mobile, social media and the web together to create targeted relevant marketing. Learn how integrating email marketing with mobile and social media campaigns can amplify effectiveness and reach Learn how using CRM and web analytics can increase message relevancy and targeting to boost campaign effectiveness and ROI Hear how building true one-to-one marketing campaigns that serve the customer, honor their preferences and provide them with timely, relevant information can achieve unmatched results R.J. Talyor, Director, Product Marketing – Cross-Channel Campaign Management and Emerging Channel Apps, ExactTarget Presented by:   Workshop 4 Room 510, 5th floor Technology and Travel: Pack Your Bags We’re Going on an Audience Trip Whether you are a publisher seeking to create a new revenue source or to drive value through audience technology; data management tools can hold the key to success. Without this functionality and the portability and protection of your audience(s), the publisher faces an uphill battle. With an increasing focus on data and consumer privacy, leveraging data by publishers becomes increasingly difficult. This is especially true for large brands with extremely valuable users. In this workshop, audience experts from the data management and publishing sides of the equation will share data selling and publisher-centric management tools success stories and plans for future growth. Damian Garbaccio, Vice President, Business Development and Strategy, eXelate Steven Goldberg, Vice President and General Manager, Advertising Sales and Strategy, HomeAway Presented by:   Workshop 5 Room 405, 4th floor Google Display Network: Display Advertising 2.0 Display advertising is going through the biggest transformation in its history, thanks to the emergence of audience data, engaging new ad formats, dynamic creative and new technologies. Marketers are increasingly taking advantage of this opportunity to meet their objectives. See how Google is innovating in this space and how marketers are incorporating the Google Display Network into their strategy today to deliver results. Brad Bender, Director, Product Management, Google Presented by:
3:00 PM	General Session Reconvenes - Broadway Ballroom, 4th Floor
3:00 PM - 3:30 PM	What Advertisers Should Demand of the Web Online advertising has not yet proven its full effectiveness for advertisers—and the proof is that ad dollars haven’t followed eyes. Advertisers can and should demand more from Web technology companies. Digital needs to be easier for advertisers by delivering true standardization—not through some new algorithm, but by delivering deep science at global scale. At the same time there must be a reinvention of the ad canvas to finally set creative free—across pc, mobile and new interactive TV services. And we must do it all in the context of an ever more social and increasingly local web. With this backdrop, Yahoo! Chief Product Officer Blake Irving will share an industry-scoped vision for the future of technology and online advertising. Blake Irving, Executive Vice President and Chief Products Officer, Yahoo!
3:30 PM - 4:00 PM	Creating DEMAND!     Joanne Bradford Chief Revenue Officer, Demand Media Tyra Banks Chairwoman and Chief Executive Officer, Bankable Enterprises
4:00pm - 4:45 PM	Meet the Exhibitors – Networking Refreshment Break Expo, Lobby Level Sponsored by:
4:45 PM - 6:00 PM	Tracks
	Bringing Brands Everywhere Track I Broadway Ballroom Act II, 4th floor The ubiquity of Internet infused devices means that consumers live in an increasingly personalized and fragmented digital world. How do brands stand out when they need to be “everywhere”? This track showcases never-before-seen case studies that illustrate how brands can reach in, through and across platforms, devices and divides to connect with consumers wherever they are. Track Chair: Tina Sharkey Chairman and Global President, BabyCenter Sponsored by: Building the Bridges Track II Broadway Ballroom Act III, 4th floor In an industry where the landscape changes in real time, the half-life of technology is forever shrinking—requiring a never-ending cycle of innovation. This track spotlights first-look start-ups whose technologies are changing the world by building the bridges which link everyone and everything to everywhere. Track Chair: Eric Steinle Head of Product and Design, Bloomberg Digital Sponsored by: The Great Debates Track III Broadway Ballroom Act IV, 4th floor Great shifts in culture have always been characterized by the clashing of big ideas and the engagement of top minds in intellectual bloodsport. This track pits interactives’ best and brightest against one another as they share their passionate ideas on the timeliest of topics. Track Chair: Ian Schafer Chief Executive Officer, Deep Focus Sponsored by:
4:45 PM - 5:30 PM	Tracks: Session 1
	Session 1 True Cross-Platform Success Stories This series of advertiser co-presented case studies highlight how media companies and brands can partner in new ways to create multiplatform consumer experiences that result in both brand lift and bottom lines sales. Moderator: Scot McLernon, Chief Revenue Officer, YuMe Case Study 1: HP INTEL’s Summer Beats Michele Kennedy, Marcom Advertising Manager, Hewlett Packard PSG Americas Chris Young, Chairman and Chief Executive Officer, Digital Broadcasting Group Case Study 2: Oreo & 360i Jessica Robinson, Associate Director, Consumer and Customer Engagement, Kraft Foods Sarah Hofstetter, Senior Vice President, Emerging Media and Brand Strategy, 360i Case Study 3: Crest WhiteStrips: Checking the Mirror Are eCommerce Customers the Same as Offline Prospects? Dimitri Haloulos, Brand Manager – North America Crest Whitestrips and Digital, The Procter & Gamble Company Lisa Utzschneider, Vice President, Global Advertising Sales, Amazon.com   Move   Close   Part of an overall program and partnership between HP and Beats Audio, Summer Beats is a prime example of a truly integrated campaign. In conjunction with HP’s creative and media agencies, McCann SF and OMG, HP partnered with DBG to create a premiere platform to communicate the HP Beats experience. The live and webisodic series leveraged paid, earned and social media to promote the live event. Additionally, Summer Beats executed a multi-channel distribution plan consisting of online, digital ooh and mobile media to reach the HP audience.     Move   Close   No longer merely an “add on”, digital now plays a central role in building brands and helping foster emotional connections between marketers and consumers. For Oreo that emotional connection is all about special moments shared over Oreos and milk and the “twist, lick & dunk” ritual. To bring the brand essence to life online, Oreo partnered with digital strategy and creative AOR 360i to create and execute an integrated campaign encompassing social marketing strategy, online creative, community management and Facebook tab development. The strategy is already paying dividends—Oreo has doubled its fan base on Facebook to over 9MM since the spring and is the #3 brand page on the platform, with consistently high levels of engagement and fan interaction. This case study will reveal some of the key learnings and insights about how Oreo has used digital and social to inspire more engagement and advocacy and to stay connected to their millions of fans.     Move   Close   Are eCommerce targets the same as carefully-constructed offline targets? Proctor & Gamble wanted to find out with one of their flagship products: Crest WhiteStrips. By using predictive modeling, conversion by placement and testing different creative, the targeting, messaging, placements were updated based on results. P&G will share how they’ve learned and optimized based on their observations. Learn how these results can integrated into an offline marketing modeling mix.   Innovid Zvika Netter, Chief Executive Officer, Innovid Adgregate Markets John Underwood, Chief Operating Officer, Adgregate Markets Fring Daniella Alpher, Head of Advertising, Fring Dealing with Data Is there a light at the end of the tunnel? From “buying audience” to precision targeting to consumer privacy and impeding legislation, clearly there is no shortage of controversial topics around data. This group of quant heavyweights will tackle the big issues and shed light on what, if anything, lies at the end of the tunnel. Moderator: Tom Chavez, Founder and Chief Executive Officer, Krux Digital Amiad Solomon, President and Founder, Peer39 Jon Gibs, Senior Vice President, Analytics and Insight, The Nielsen Company Jeff Hirsch, Chief Executive Officer, AudienceScience
5:30 PM - 6:00 PM	Tracks: Session 2
	Session 2 Branded Entertainment – Making the Case Two leaders in branded entertainment share case studies which offer proof that 360° branded content is the future of digital marketing. Case Study 1: Building Buzz through Branded Entertainment Subway & MTV Networks Digital Suzanne McDonnell, Senior Vice President, Digital Fusion, MTV Networks Digital Holly Rowe, Marketing Manager, Media, Subway Franchisee Advertising Fund Trust Case Study 2: How Bertolli Broke Into the Heart of Italy David Lang, President, Mindshare Entertainment Gaston Vaneri, Marketing Director, Frozen Foods, Unilever   Move   Close   Content should be conversation—an opportunity to engage fans and ignite brands. To achieve this result, Subway partnered with MTV to create original branded entertainment designed to drive deeper, more meaningful connections with shared fans. The result was “Subway Fresh Buzz,” an original digital experience featuring 20 emerging artists in music, comedy and pop culture, which lived across multiple MTV properties and platforms including distribution on the social Web. With 70% of traffic resulting from social sharing (that’s five times the industry average!), the Subway Fresh Buzz experience is an example of branded entertainment at its best. This case study share learnings about how, when and why to leverage branded entertainment to amplify reach, reputation and engagement.     Move   Close   For the Bertolli line of frozen foods, Unilever paired with its branded entertainment partner, Mindshare Entertainment, to create “Into the Heart of Italy,” a branded web series featuring various Bertolli products. The series, which has been described as “Top Chef”-meets-”The Amazing Race,” brought celebrities Marisa Tomei, Rocco DiSpirito, and Dan Cortese to Italy to unlock the secrets of Italian passion and the artisanal culinary techniques that have inspired Bertolli's line of frozen meals. This integrated program drove consumer interest, delivered million of impressions and created new news for the brand. It is a testament to how strategic branded communications can help a premium brand grow in a stagnant economy.   140 Proof Jon Elvekrog, Chief Executive Officer, 140 Proof Wibiya Dror Ceder, Co-Founder and Chief Executive Officer, Wibiya Standards & Scale V. Creativity & Innovation Have we reached an impasse? Consumer mindshare online is growing at an exponential pace with new platforms and technologies allowing for unprecedented, immersive digital experiences. Yet the web remains an immature vehicle for brand advertising highlighting an inherent tension the industry has faced from its inception. While adopting effective standards and ad formats is ostensibly what allows for scale, it has been argued that many such standards stifle creativity and innovation. Does “standard” stand in the way of engaging creative? Does a focus on always being “outside the box” leave us in a world of custom one-off executions that will never drive TV-like budgets? This debate addresses both sides of the coin and explores how interactive advertising can strike the delicate balance allowing for both big business and big ideas. Moderator: Jean-Philippe Maheu, Worldwide Chief Executive Officer, Publicis Modem Andy Atherton, Chief Operating Officer, Brand.net Calle Sjönell, Executive Creative Director, BBH New York
6:00 PM  - 7:00 PM	Networking Cocktail Reception Expo, Lobby Level Sponsored by:

7:45 AM - 8:45 AM	Networking Breakfast & Meet the Exhibitors Expo, Lobby Level Sponsored by:
8:45 AM	General Session Convenes - Broadway Ballroom, 4th Floor
8:45 AM - 9:00 AM	Welcome & Opening Remarks David Moore, Chairman and Founder, Chief Executive Officer, 24/7 Real Media, Inc., A WPP Company and Chair, IAB Board of Directors
9:00 AM - 9:30 AM	Charlie Rose Interviews Yossi Vardi Charlie Rose Journalist Yossi Vardi High-Tech Entrepreneur
9:30 AM - 10:00 AM	It’s All About People! Today’s web is being re-built around people. Just like in everyday life, our real friends will make our online experiences more relevant and personal. This creates a tremendous opportunity for companies to build and strengthen brands by connecting to people, creating brand advocates, sparking action and, for the first time, delivering effective word-of-mouth marketing at scale. Sheryl Sandberg, Facebook’s Chief Operating Officer, shares Facebook’s vision for how brands can harness this powerful opportunity. Sheryl Sandberg, Chief Operating Officer, Facebook
10:00 AM - 10:10 AM	The Bankers’ View Tolman Geffs, Co-President, The Jordan, Edmiston Group, Inc.
10:10 AM - 10:30 AM	Twitter COO Dick Costolo, sits down with Abbey Klaassen, Editor, Advertising Age and for the first time, shares lessons learned from the initial rollout of Twitter's Promoted Tweets and Promoted Trends—what worked, what didn’t, and where the company will take its Promoted Product suite from here. Don’t miss this exclusive look behind the curtain. Dick Costolo, Chief Operating Officer, Twitter Interviewed by: Abbey Klaassen, Editor, Ad Age
10:30 AM - 11:00 AM	On the Road (Again!) Listen in as Tim Westergren, Founder and Chief Strategy Officer of Pandora, and Matt VanDyke, Director, U.S. Marketing Communications, for Ford Motor Company, examine the latest technologies that are creating a more personalized in-car experience, all while enabling advertisers to deliver messages in a more targeted, personal and relevant way. Matt VanDyke, Director, U.S. Marketing Communications, Ford Motor Company Tim Westergren, Founder and Chief Strategy Officer, Pandora
11:00 AM - 11:45 AM	Meet the Exhibitors – Networking Refreshment Break Expo, Lobby Level Sponsored by:
11:45 AM - 12:15 PM	A Look Inside MDC How Creativity Can, Should and Will Drive the Holding Company of the Future Miles Nadal Chairman and Chief Executive Officer, MDC Partners Chuck Porter Chairman, Crispin Porter + Bogusky
12:25 PM - 1:10 PM	Workshops
	Workshop 1 Room 502, 5th floor Right Now in Mobile Join Jason Spero, Google’s Director of Mobile, for a fast-paced workshop on mobile advertising. Hear Google’s unique perspective on how the powerful tandem of mobile search and display can effectively engage audiences and build brands. See recent cutting-edge mobile campaigns and learn how they have leveraged mobile to achieve their campaign objectives. Come away with an actionable, “right now” perspective on what’s possible in mobile today and gain new ideas on how you can catalyze your holiday and 2011 plans with mobile. Jason Spero, Director, Mobile, Google Presented by:   Workshop 2 Room 402, 4th floor Bringing Offline Data Online: Is It Everything That We've Hoped For? Data continues to be a hot topic in the display advertising space. With the proliferation of available offline data—in addition to online—what is the true value to advertisers of offline data? How do they know the optimal mix? How do they approach different types from a privacy perspective? Join this panel discussion, moderated by AOL Advertising’s Jeff Hochberg, Vice President of Audience Targeting, as marketing experts from key online and offline data providers, agencies and publishers share how to successfully apply offline data to reach desired online audiences. Moderator:  Jeff Hochberg , Vice President, Audience Targeting, AOL Bruce Kiernan, Associate Director, Mindshare Chris Hanson, Vice President, Performance Marketing, 360i Nadya Kohl, Managing Vice President, Product Management and Marketing, Experian Dana Robbins, Product Manager, Acxiom JP Beauchamp, Senior Vice President, Consumer & Shopper Insights, IRI Presented by:   Workshop 3 Room 510, 5th floor When Money Moves to Digital, Where Should It Go? Identifying the Right Media Placement Strategies for Your Display Campaigns As more dollars move to digital and the brand-building value of display becomes inherently clear, the question becomes, “Which media placement strategy should I use and when?” Join comScore and ValueClick Media for a first-of-its-kind research analysis of the relative effectiveness of a variety of popular and innovative advertising placement strategies. The research, which utilizes comScore AdEffx Action Lift, includes insights from more than 100 digital campaigns. Explore the impact of different placement strategies—retargeting, contextual, audience targeting and premium and efficiency pricing models—have on consumers' site visitation and trademark search behavior. Anne Hunter, Vice President, Advertising Effectiveness Products, comScore Tony Winders, Vice President, Marketing, ValueClick Media Presented by:   Workshop 4 Room 404, 4th floor The Future of Advertising – How Brands Are Engaging Users through Content-Driven Advertising By using next-generation hyperlinks, brands are aligning with some of the best content on the web and delivering relevant, genuinely useful information such as music, search results, local information, articles, whitepapers, recipes, games, videos and more. Join Vibrant for a discussion on next-generation advertising and discover how leading brands like Microsoft, Unilever, IBM and Blackberry are transforming traditional online ads into fantastic brand experiences by delivering rich, real-time content directly inside ad units. Anna Kassoway, Senior Vice President, Global Marketing and Creative Services, Vibrant Presented by:   Workshop 5 Room 405, 4th floor Advertising by Mindset The future of online advertising is about making a one-to-one connection with consumers, but for the time being, most online advertising is mass messaging to an audience segment, without consideration for the online environment. Yahoo!’s new study “Advertising by Mindset” reveals key insights to help advertisers use digital media to create more relevant connections. The workshop will reveal how consumer mindset during specific online activities impacts advertising responsiveness. By understanding this relationship marketers can shift toward a more customized approach to digital advertising. Get a sneak peak at digital creative that take advantage of these insights and hear how agency and advertising executives plan to leverage this information to improve their digital campaigns. Radha Subramanyam, Vice President, Head of Corporate and Media Research, Yahoo! Mitch Spolan, Head of North American Field Sales, Yahoo! Amanda Richman, Executive Vice President, Managing Director of Digital, MediaVest USA Yaakov Kimelfeld, Ph.D., Senior Vice President, Director, Digital Research and Analytics, MediaVest USA Presented by:
1:10 PM - 2:00 PM	Networking Luncheon Broadway Ballroom, 4th Floor Sponsored by:
2:00 PM - 2:45 PM	Workshops
	Workshop 1 Room 510, 5th floor Engagement Is the New ROI It is time to start thinking of your customers not as impressions, but as active engagers with your brand—with opinions and the power to influence. Peer-to-peer is the single most powerful form of advertising, with 90 percent of purchase decisions being based on recommendations from peers. Finding the balance between your Paid, Owned and Earned media is vital leveraging your brand advocates and their peers. During this presentation you will find out how respected marketing leaders like Dove, Coach, Microsoft, Estée Lauder and Neiman Marcus have used social distribution and peer-to-peer influence to drive tens of millions of consumer engagements. Are they on Facebook? Twitter? Hi5? With millions of niche social sites and blogs, your consumers could be anywhere. Be sure you and your brand are there, too. Nichole Goodyear, Chief Executive Officer, President and Co-Founder, Brickfish Presented by:   Workshop 2 Room 404, 4th floor Insights & Technology Make a Perfect Marriage for Mobile Media Agencies and brands today tend to view mobile as just another fracture in the media mix. The reality is much different. Mobile ad networks and the technology they provide offer planners the opportunity to make an integrated buy with the creative impact of TV (almost), the performance of search (almost), and massive reach—all in one place. Never before in the history of media has this been possible. Yet many planners make mistakes that undermine the value of mobile technology. This session provides a simple explanation of mobile technology with practical advice to planners for unlocking its full potential. Anne Frisbie, Vice President and Managing Director, North America, InMobi Presented by:   Workshop 3 Room 502, 5th floor Case Study: Unilever Develops a “Knorr Mobile Phone” Consumer packaged goods company Knorr (part of Unilever) together with NAVTEQ Media Solutions took a unique spin on mobile marketing by developing a “Knorr phone.” This pilot was designed so that Knorr could learn how effective mobile marketing could be at reaching and engaging different audience segments. Following the pilot, Knorr conducted a research study to learn more about consumers who bought the phones and how they engaged with the brand afterward. This workshop will, for the first time, reveal the findings of this study and explore how Knorr was able to reach over a million Brazilian consumers with its unique program. Fátima Pissarra, Head of Media Solutions Brasil, Navteq Martini, Chief Executive Officer / Chief Creative Officer, CUBOCC Presented by:   Workshop 4 Room 402, 4th floor The New Rules for Reaching Audiences Online It's clear that everything about the way we buy advertising is changing—and these changes show no sign of stopping. This is why “data portability” is emerging as a dominant topic. Hear from the people who know audiences best on what portability means to media buyers, and why buying a consistent audience has become so important. You can buy the audience you define across multiple publishers or what a particular publisher says the audience looks like. Which world do you want to live in? Todd Teresi, Chief Revenue Officer, Quantcast Presented by:   Workshop 5 Room 405, 4th floor Leading Cross-Platform Media Campaigns with Mobile Cross-platform campaigns are a hot topic. But what role can and does mobile play within a cross-platform media mix? As far as consumers are concerned, the year of Mobile is already upon us: 68 million unique users for the Mobile Web, and 75 million consumers using Apps according to comScore 2010 data. And yet, many advertisers have not followed suit. Certainly, mobile advertising still makes up a small percentage of the overall media mix. So how important is it for companies to expand their cross-platform media mix to include mobile? This workshop brings together well-known media agency executives and advertisers to discuss what mobile areas they have decided to pursue, and how mobile works within a larger media mix. The discussion will include the growth of mobile, whether it’s a challenge or an opportunity, and the right mobile marketing decisions to make for your brand. Moderator: Sheila Buckley, Senior Vice President, National Digital Sales, The Weather Channel Bant Breen, President, Initiative Josh Mallalieu, Director, Mobile Media and Integration, Universal McCann Chris Paul, Vice President / Group Director, Media, Digitas Craig Weinberg, Mobile Strategy Manager, MediaVest USA Presented By:
3:00 PM	General Session Reconvenes - Broadway Ballroom, 4th Floor
3:00 PM - 3:30 PM	Display 2015: Sexy and Smart The first decade of display advertising saw relatively little change, leading some observers to doubt its future. Today Google believes that display advertising is at a critical inflection point, poised to create opportunities for advertisers and publishers never before possible. We're witnessing a dramatic evolution in the way ads are bought, sold, created, optimized and measured. Focus should not be on how the industry might eke out 5 percent or 10 percent growth in the next few years, but rather how it will double or even triple in size. Neal Mohan and Barry Salzman uncover the secrets behind this display advertising revolution and look to the future, sharing why display is becoming both sexy and smart. Neal Mohan, Vice President, Product Management, Google Barry Salzman, Managing Director, Media and Platforms, Americas, Google
3:30 PM - 4:30 PM	Networking Cocktail Reception Expo, Lobby Level Sponsored by: