Fueling Interactive Advertising’s Creative Revolution
The 2009 MIXX Conference & Expo agenda will be released shortly.
2008 Agenda
DAY 1: MONDAY, SEPTEMBER 22
| 7:45 AM |
Registration Opens |
| 7:45 AM - 8:45 AM |
Continental Breakfast
Sponsored by:
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| 8:45 AM |
MIXX 2.8: General Session Convenes |
| 8:45 AM |
Invention & Reinvention: Setting the Agenda
Randall Rothenberg, President & CEO, Interactive Advertising Bureau
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| 9:00 AM - 9:30 AM |
Inventing: Interactive Shapes a New CMO
Dynamic Digital Strategies
Chrysler LLC has moved to the forefront of the automobile industry in shifting from awareness-driven marketing to a broader web-centric, multichannel communications strategy - and in the process, appointed its first-ever CMO. Deborah Meyer explores how learnings of the digital revolution are helping build stronger relationships with existing customers and potential buyers.
Deborah Meyer, Vice President & CMO, Chrysler LLC
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| 9:30 AM - 10:15 AM |
Reinventing: Relationships for a New Era
The Google & Publicis Partnership: Five Things We Can't Do Without Each Other
Hear from the industry leaders behind a historic partnership combining the deep programming knowledge of a Silicon Valley icon and the creativity of a leading advertising agency. This groundbreaking relationship has transformed platforms and services, driven greater efficiencies, and provided a roadmap for collaborative growth throughout the industry.
Tim Armstrong, President, Advertising and Commerce, North America, & Vice President, Google Inc.
David Kenny, Managing Partner, VivaKi
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| 10:15 AM - 10:45 AM |
Networking and Refreshment Break
Sponsored by:
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| 10:45 AM - 11:15 AM |
Inventing: The CMO's Calculus
The Endless Quest: Balancing Innovation, Results & Predictability
Marketers know that their customers - and their competitors' customers - are rapidly moving into interactive media, and that marketing must follow. Yet real goods still need to move in the real world, in real time. How should a leading marketer balance the interactive future with the challenge of selling products today? Hear the CMO of eBay (formerly the CMO of BestBuy) talk about how an experienced marketer makes difficult decisions and strikes a delicate balance by combining R&D and marketing.
Michael Linton, SVP & CMO, eBay, Inc.
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| 11:15 AM - 12:00 PM |
Reinventing: Next-Generation Metrics
How to Make Every Touchpoint Count
Ninety-four percent of the touchpoints from online campaigns that are reaching, engaging and influencing your customers are ignored by the hyper-focus on the last ad or click. In this cutting-edge session, you'll learn how "Engagement Mapping," a revolutionary reporting standard, values every digital touchpoint from awareness to acquisition. You'll learn how advertisers are quantifying the overlap and synergy between their search and display campaigns, and the impact new reporting models are having on their campaign optimization.
Young-Bean Song, Sr. Director Atlas Institute, Microsoft Advertising
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| 12:00 PM - 12:45 PM |
Workshops: Tools & Techniques
Workshop 1
Room 501, 5th floor
How to Implement Tactical Branding Strategies Online
This session will discuss how to achieve branding success through the online display medium. An advertisement is as effective as its long-term impression on consumers, and for some marketers online has not been the first choice for their brand initiatives. That attitude is largely due to the reliance on click-through data, which illustrates only a portion of ad effectiveness. So, online has a problem similar to that of traditional advertising vehicles. How does a marketer get a sense of brand/product/advertisement recall and maximize ad effectiveness using online media inventory?
Presenter:
Scott Steiner, Director, Regional Sales, Casale Media
Presented by:
Workshop 2
Room 510, 5th floor
What's Behind Successful Multi-Platform Programs and the Next Level of Cross-Media Measurement
ESPN takes you "behind the curtain" of successful multi-platform programs to unveil the development process, best practices and the importance of partnering with clients in achieving goals and delivering results within these complex deals. We'll also present findings from ESPN's proprietary partnership with Nielsen's state-of-the-art Convergence and Fusion initiatives and how they will impact the future of cross-media measurement and these programs overall.
Presented by:
Workshop 3
Room 405, 4th floor
The Billion Dollar Research Lab: Cross-Media Insights from the Largest Single Media Event Ever
The 17-day 2008 Summer Olympics provides the kind of case study that comes, well, only once every 4 years - and has learnings that are instructive for both publishers and advertisers. NBC Universal spent years planning the reinvention of cross-media measurement and analysis and kicked off this new approach with the implementation of TAMi (Total Audience Measurement Index) during this year's Olympics. NBCU will present cross-platform media usage numbers, including surprisingly high mobile adoption, and what this means to advertisers in a fragmented media world.
Presenters:
Nick Johnson, Vice President, Digital Media Sales, NBC Universal
Alan Wurtzel, President of Research, NBC Universal
Presented by:
Workshop 4
Room 404, 4th floor
Global Moms Study: Exploring the Media Habits of Today's Multitasking Mothers Worldwide
All across the world, Moms strongly influence their families' purchase decisions. OMD and AOL's Platform-A will present new findings on how Moms rely on digital and traditional media to help them juggle family time and "me" time, and how marketers in a global economy can capture the attention of this extremely valuable audience.
Presenters:
Mike Hess, Director of Global Research and Communication Insights, OMD
Stu Rodnick, Director of Strategic Insights, Adlytics Team, Platform-A
Presented by:
Workshop 5
Room 402, 4th floor
The End Is Near: How the Next Generation of Behavioral Targeting Will Change Traditional Advertising as We Know It
There is essentially little difference between how the majority of today's behavioral targeting is conducted and how traditional advertising has been done for generations - consumers who have visited a women's lifestyle site are targeted with a female-oriented product just as women who read Family Circle in the 1950s would have seen detergent and diaper ads. This informative session will address the changing behavioral targeting landscape and how the use of multiple data points - including geo-demographics, payment history, online transactions, offline purchases and surfing behavior - provides a more accurate, deeper understanding of a consumer's propensity to respond to advertising.
Presenter:
Matt Wise, President & CEO, Q Interactive
Presented by:
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| 12:45 PM - 1:45 PM |
Networking Luncheon
Sponsored by:
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| 1:45 PM - 2:30 PM |
Workshops: Tools & Techniques
Workshop 1
Room 501, 5th floor
The Future of Behavioral Targeting: Balancing Consumer Demands for Privacy and Data Protection
Behavioral targeting is more sophisticated than ever, opening up numerous opportunities for multichannel marketers. However, consumers' concerns about their privacy and their personally identifiable information are at an all-time high. The interactive advertising industry continues to lobby against increased regulation but the debate on the way forward seems far from over. In this panel discussion, you'll get a first-hand view of the Federal Trade Commission's position on behavioral marketing and privacy, and hear the practical realities of the business issues and the leading risk management practices from people who deal in this space on a daily basis.
Presenters:
Tim Davis (Moderator), Principal, National Interactive Advertising Practice Leader, Deloitte & Touche LLP
JJ Richards, General Manager, Shared Services, Microsoft Advertiser & Publisher Solutions, Microsoft Corporation
Laura Stack, Attorney, Federal Trade Commission, Division of Privacy and Identity Protection
Jeff Storan, Director, Product Management: Behavioral Targeting, Platform-A
Presented by:
Workshop 2
Room 402, 4th floor
Stories from the Front: How Publishers Are Increasing Revenue Through Better Yield Management
Publishers have never been under so much pressure to drive revenue growth and yet doing so has never been more challenging. Industry dynamics are causing audience fragmentation, slowed organic growth, and price erosion, while processes and systems remain painfully inefficient. This session will uncover the five ways publishers can increase advertising revenue, offering first-hand examples of how they've been put into practice from some of today's leading publishers.
Presenters:
James Deaker, Advisory Services, Microsoft Advertising
Leon Levitt, Vice President Digital Media, Cox Newspapers, Inc.
Janet Ryan, Vice President of Sponsorships, Shutterfly
Presented by:
Workshop 3
Room 510, 5th floor
The Small Screen's Big Debut: Mobile Marketing Premieres as Rich, Relevant & Timely
The typical mobile phone user carries their phone around for an average of 14 hours per day, and 2.3 trillion text messages are predicted to ride the airwaves in 2008. The "Third Screen" with its voice, data, chat, web and entertainment offerings has quickly become the most highly personal, unique and ubiquitous communication device in our society. It?s no wonder that carriers are diligently working to deliver a richer and more relevant content experience and that marketers are embracing mobile technologies as they actively pursue their quest to capture the hearts, minds and dollars of today's consumer. Today's savvy marketers are also trying to capitalize on and harness the potential of mobile communications to more efficiently target consumers with powerful and relevant messages.
Presenter:
Jason McKay, President, Unicast
Presented by:
Workshop 4
Room 404, 4th floor
Behavioral Targeting Brass Tacks: Tools, Tactics and Techniques for Improving Performance
The increasing popularity of behavioral targeting is the result of its ability to deliver higher performance, for both brand and direct response objectives. But the growth in behavioral targeting has also led to a wider range of vendor choices, technology approaches, definitions and tactics. During this highly interactive session, leading behavioral targeting practitioners will share their experiences and best practices and will invite participants to contribute theirs, in an effort to demystify behavioral targeting and get down to brass tacks about what works best.
Presenters:
Bill Todd (Moderator), SVP Sales North America, ValueClick Media
Tom Hespos, President, Underscore Marketing
Scott Kurttila, Director of Affiliate Sales & Marketing, Sirius XM Radio
Michael Nuzzo, Group Director, MPG
Presented by:
Workshop 5
Room 405, 4th floor
Reaching Your Audience Where They Are - Mobilize Your Brand
Mobile advertising is a reality - brands and marketers are doing more than just testing the waters; they are making mobile an integral part of their overall campaigns. More and more brand marketers are engaging deeper with mobile and demanding mobile-first advertising - advertising created specifically for the mobile consumer. Join us for select case studies that will reveal the opportunities and best practices from leading brands.
Presenter:
David Katz, Vice President, Mobile Advertising and Publishing, Yahoo!, Inc.
Presented by:
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| 2:30 PM - 5:30PM |
Tracks
(see below for session details)
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Magic
Broadway Ballroom Act III, 4th floor
The real magic in the interactive industry happens on the bleeding edge of innovation. This track will focus on that edge, allowing you to peek behind the curtain and beyond the horizon to experience some of the most creative inventions and ideas out there. |
Cases
Broadway Ballroom Act II, 4th floor
Theory is great, but it's actual business results that generate real-world insights.
"How do you make money?" is the inevitable question for media. This track provides an in-depth look at the most innovative methods for monetizing emerging platforms. |
Practice
Broadway Ballroom Act IV, 4th floor
Theory and knowledge in the context of real world examples can help you reframe strategic and operational models and help you build your business.
This track will show you how. |
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| 2:30 PM - 3:15 PM |
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Session 1
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Magic: Demos from the Bleeding Edge
Some of the most influential companies in the digital arena and beyond were born from a single great idea driven by the passion of a few smart people. Who will be the next interactive media mogul with the billion-dollar idea? And how can knowing about it today help you do better business tomorrow?
Come see a series of rapid-fire demonstrations from companies that could end up being the "Next Big Thing."
Om Malik (Moderator), Founder, Giga Omni Media, Inc.
Sponsored by:
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Case Studies in Gaming: Innovation & Monetization on the Outer Edge
Billy Pidgeon (Moderator), Research Manager, Consumer Markets: Games, IDC
Sponsored by:
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In Practice: Metrics and Monetization
Achieving targeted goals and generating a profit go hand-in-hand. The deep data made possible by the web should provide the rich information needed to guide a profitable business. This lively session will deconstruct the metrics that matter and provide insights into the business models that work.
Presenters:
Henry Blodget (Moderator), Editor, Silicon Alley Insider
Magid Abraham, PhD, President & CEO, comScore
Tolman Geffs, Managing Director, The Jordan, Edmiston Group, Inc.
Sponsored by:
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| 3:15 PM - 4:00 PM |
Networking and Refreshment Break
Sponsored by:
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| 4:00 PM - 4:45 PM |
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Session 2
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Magic: The ITV Revolution
Hear from the industry experts who are leading the charge toward a new world of convergence and integration. The ITV revolution will create significant opportunities to make the TV viewing experience more interactive and personalized - with unparalleled implications for the advertising world.
Presenters:
Anthony Crupi (Moderator), Senior Editor, MediaWeek
Jacqueline Corbelli, Chairman & CEO, BrightLine iTV Marketing Specialists
Barry Frey, Senior Vice President, Advanced Platforms Sales, Cablevision
Warren Schlichting, Senior Vice President of New Business Strategies, Comcast Spotlight
Craig Woerz, Managing Partner, Media Storm, LLC
Sponsored by:
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Case Studies in Mobility: Innovation & Monetization on the Outer Edges
Gary Schwartz (Moderator), President and CEO, Impact Mobile Inc.
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In Practice: Vertical Ad Networks
How does a marketer leverage the rich set of opportunities provided by the array of advertising network choices? Hear from leading vertical networks about critical strategies you can use to reach your targets and achieve valuable results.
Presenters:
Chris Paul (Moderator), VP Director, Media, Digitas
Russ Fradin, President, Adify
Cree Lawson, Founder & CEO, Travel Ad Network
Scott Schiller, Executive Vice President, Sales, Women's Markets, Glam Media, Inc.
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| 4:45 PM - 5:30 PM |
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Session 3
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| Magic: Tomorrow's Conversation Today |
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DAY 2: TUESDAY, SEPTEMBER 23
| 7:45 AM |
Registration Opens |
| 7:45 AM - 8:45 AM |
Continental Breakfast
Sponsored by:
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| 8:45 AM |
MIXX 2.8: General Session Convenes |
8:45 AM
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Welcome - Opening Remarks
Wenda Harris Millard, President, Media & Co-CEO, Martha Stewart Living Omnimedia, Chairman, IAB Board of Directors
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9:00 AM - 9:45 AM
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Inventing: The Spontaneous Organization
Charlie Rose Interviews Clay Shirky
Here comes everybody - but not in the ways you'd expect. Clay Shirky, one of today's leading thinkers on the ramifications of our increasingly connected world, speaks to Charlie Rose about new networks of social interaction - and provides his insights into how our entire society is being reshaped.
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9:45 AM - 10:15 AM
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Reinventing: CBS
A Conversation with Leslie Moonves
With its $1.8 billion purchase of CNET Networks in June, CBS Corporation leapt to leadership in the digitally centered, multiplatform universe. CBS President & CEO Leslie Moonves - the thought leader, operator and strategist driving the transformation - sits down with the IAB's president and shares his vision of the evolving media landscape and his roadmap for CBS.
Leslie Moonves, President & CEO, CBS Corporation
Randall Rothenberg, President & CEO, Interactive Advertising Bureau
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| 10:15 AM - 10:45 AM |
Networking and Refreshment Break
Sponsored by:
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10:45 AM - 11:15 PM
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Reinventing: Brands
Picture This - The Relaunch of an International Publishing Icon
Staying competitive in the rapidly evolving digital arena requires that brands and business leaders constantly innovate - reinvent themselves. That's especially true for venerable publishing brands adjusting to the needs of today's reader. Here's your chance to join a major international media brand as it relaunches, revealing on our stage for the first time its new incarnation.
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11:15 AM - 11:45 PM
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Reinventing: The Agency
A Fireside Chat with Andrew Robertson
One of the leading advertising agency heads sits down with the IAB's president to discuss why and how a top advertising agency would reinvent itself for the digital age.
Andrew Robertson, President & CEO, BBDO Worldwide
Randall Rothenberg, President & CEO, Interactive Advertising Bureau
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| 11:45 AM - 12:30 PM |
Workshops: Tools & Techniques
Workshop 1
Room 402, 4th floor
Private-Label Ad Networks for Publishers & Advertisers: Solution or Distraction?
For the past year, top publishers have extended their reach and frequency by creating vertical ad networks of affiliate sites or owned-and-operated sites. Now, marketers and agencies are creating their own ad networks to attain better control of their media spends. Why are publishers and advertisers both expanding into this space? How does it work without detracting from a company's core ad business? How do these new networks fit into the media buying strategies of top agencies? Find out at this session with key industry leaders from publishers, agencies and standalone vertical ad networks.
Presenters:
Andrew Q. Kraft (Moderator), General Manager, AMP™ Technology Solutions, Collective Media
Christine Cook, Vice President, Digital Advertising Sales, Martha Stewart Living Omnimedia
Andy Ellenthal, CEO, quadrantONE
Michael Lampert, Digital Strategy Director, OMD
Presented by:
Workshop 2
Room 501, 5th floor
Let the Games Begin: Playing the Marketing Online Casual Game
One of the fastest-growing advertising platforms in digital media is games, especially casual games such as Sudoku and other puzzles, card games and many others. More than 71 million people play casual online games for one or more hours per week. The good news for marketers is that 85 percent of this astounding number of consumers prefer playing free, advertising-supported games to paying for a download or subscription service. More and more companies are trying to fulfill consumer demand and more and more marketers are working to reach online casual gamers in relevant and meaningful ways. Learn more about how you can play!
Presenters:
Paul Verna (Moderator), Senior Analyst, eMarketer
Charlie Bragg, Senior Vice President, Engage In-Game Advertising
Chris Cunningham, CEO, appssavvy
Rip Warendorf, Senior Vice President of Worldwide Sales, Platrium
Presented by:
Workshop 3
Room 404, 4th floor
Gone Fishing: How To Reach an Engaged and Targeted Audience Through Mobile
The old "fish where the fish are" approach to advertising is outdated by the mobile device, and marketers need to swim where their consumers fish: Mobile. As premier publishers join the mobile sea with their brand-preserved and feature-rich mobile destinations, how can your brand leverage those relationships to be present and relevant at each consumer touchpoint? Learn how to cast your line into mobile networks to create responsive, interactive and targeted consumer-driven experiences with key brands like NFL, TMZ, CBS News and College Humor. Through a special partner case study, we will explore one advertiser's experience and identify how to media plan within mobile, extend your brand's wired side creative investments into the mobile environment, create an optimized and dynamic landing page and leverage deep targeting tools for smart reach and high performing results.
Presented by:
Workshop 4
Room 510, 5th floor
The Small Screen's Big Debut: Mobile Marketing Premieres as Rich, Relevant & Timely
Typical mobile phone users carry their phones around for an average of 14 hours per day, and 2.3 trillion text messages are predicted to ride the airwaves in 2008. The "Third Screen" with its voice, data, chat, web and entertainment offerings has quickly become the most highly personal, unique and ubiquitous communication device in our society. It's no wonder that carriers are diligently working to deliver a richer and more relevant content experience and that marketers are embracing mobile technologies as they actively pursue their quest to capture the hearts, minds and dollars of today's consumer.
Presenter:
Jason McKay, President, Unicast
Presented by:
Workshop 5
Room 405, 4th floor
Getting the Most Bang for the Buck: Ad Targeting In Theory and Practice
As advertisers look for the greatest return on their investment, publishers are using targeting to deliver the specific audience they are looking for. Join the panel of industry experts as they discuss what works and what does not. This distinguished panel illustrates the challenges and benefits of current online targeting methods including behavioral, contextual, geographic and demographic. The discussion will investigate how campaigns can benefit from targeting applications and which methods - or combinations of methods - are best for your organization.
Presenters:
Sheila Buckley (Moderator), VP, National Ad Sales, The Weather Channel Interactive
Jordan Bitterman, Senior Vice President, Media & Content, Digitas
Carrie Frolich, Managing Partner, Digital Practice Lead, Mediaedge:cia (MEC Interaction)
Sue McCarthy, Senior Partner, Media Director, Neo@Ogilvy
Ed McLoughlin, Managing Partner and Media Director, MindShare Interaction
Christine Peterson, VP, Digital Media Director, Carat
Presented by:
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| 12:30 PM - 1:30 PM |
Networking Luncheon
Sponsored by:
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| 1:30 PM - 2:15 PM |
Workshops: Tools & Techniques
Workshop 1
Room 402, 4th floor
Are Advertisers Becoming Media Companies?
Advertisers have been creating content since the days of "Texaco Star Theatre" introduced Milton Berle into America's living rooms. As more dollars flow into online media and audiences scatter to niche sites, advertisers need to maximize their impact by creating or aggregating online content. This content should engage their target audience and should be efficiently distributable to remote destination sites. Many advertisers are exploring a new breed of advertiser-controlled online networks to achieve breakthrough brand experiences across multiple destination and long-tail sites. What are the longer-term implications of advertiser-driven content and distribution on media companies, web publishers and agencies? Who could be pushed out by advertisers going directly to the consumers with their own content? Are new opportunities being created for publishers and agencies in this changing competitive landscape?
Presented by:
Workshop 2
Room 501, 5th floor
Rise of Collaboration Marketing in a Digital World
Increasingly, brands are being defined in a multitude of forums beyond direct company control. New digital platforms and changing media consumption patterns have fundamentally altered the way customers learn about, engage with and make decisions about products, shifting power from traditional marketing departments and advertisers to peer networks and other influencers. Yet many companies are uncertain about how, and to what degree, to proceed in this new paradigm. This panel dives into some of the realities behind digital ecosystems, "tribalization" trends and the efficacy of collaboration marketing. We'll discuss leading approaches to developing and implementing effective digital and interactive strategies, and in-the-trench perspectives from individuals both participating in, and shaping, the new interactive landscape.
Presenters:
Dave Couture (Moderator), Principal, National Marketing Effectiveness Practice Leader, Deloitte Consulting LLP
Benjamin W. Hill, Strategic Interactive Marketing Executive and Consultant, Motorola
David Rosenberg, Director of Emerging Media, JWT
Barbara Ward Thall, SVP Client Partner, Avenue A | Razorfish
Presented by:
Workshop 3
Room 510, 5th floor
What's Behind Successful Multi-Platform Programs and the Next Level of Cross-Media Measurement
ESPN takes you "behind the curtain" of successful multi-platform programs to unveil the development process, best practices and the importance of partnering with clients in achieving goals and delivering results within these complex deals. We'll also present findings from ESPN's proprietary partnership with Nielsen's state-of-the-art Convergence and Fusion initiatives and how they will impact the future of cross-media measurement and these programs overall.
Presented by:
Workshop 4
Room 405, 4th floor
Managing to Performance Targets with Display Advertising
While precision control and full transparency are not the typical features of online advertising networks, they are exactly what advertisers require to meet ever-increasing performance demands. Attend this workshop and walk away an expert on using the sophisticated targeting controls, flexible pricing options, richer ad formats and detailed reports that can make your display advertising as effective as search. Whether you're focused on driving conversions, traffic or engagement, attend this session to gain the clarity you need to manage your performance goals at scale with the world's largest display ad network.
Presenter:
Oliver Deighton, Business Marketing Manager, Google
Presented by:
Workshop 5
Room 404, 4th floor
Social Advertising - Does It Work?
You've heard the buzz, but does advertising on social networks like Facebook and MySpace really deliver results? Hear real case studies from RockYou, the web's top social application developer and social advertising network, which along with partners from top brands, will tell you what works and what doesn't.
Presenter:
Ro Choy, Vice President of Business Development, RockYou
Presented by:
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| 2:15 PM |
MIXX 2.8: General Session Reconvenes |
| 2:15 PM - 2:45 PM |
Inventing: Transmedia
Creating the Ultimate Next Step in Multi-Platform Audience Engagement
Join the creator and executive producer of the award-winning NBC show "Heroes" for a conversation about the next generation of story-telling - transmedia - and how it builds on new and emerging platforms to expand fictional worlds, ultimately driving exponentially larger, more engaged audiences - and what incredible implications this has for the entire marketing and media ecosystem.
Tim Kring, Executive Producer/Creator, "Heroes"
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| 2:45 PM - 3:30 PM |
Networking and Refreshment Break
Sponsored by:
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3:30 PM - 4:15 PM
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Reinventing: The Self
What motivates executives at the height of their careers to change their game altogether? What does it say about the game itself? Hear from former top players in advertising agencies who have decamped to pursue their careers at digital enterprises as they talk about personal reinvention and how they are leading through change.
Presenters:
Scott Donaton (Moderator), Publisher, Entertainment Weekly
Matt Freeman, CEO, GoFish
Alec Gerster, Chief Marketing Officer, Navic Networks
David Verklin, CEO, Canoe Ventures
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| 4:15 PM - 5:15 PM |
Cocktail Reception
Sponsored by:
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| 7:00 PM - 9:45 PM |
MIXX Awards 2.8 Gala
(separate registration required ) |
| 10:00 PM - Close |
Adify's MIXX After-Party
(by invitation only)
Club 40/40, 6 West 25th Street
Sponsored by:
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