Digiday Agency Dec. 12 Annotated Agenda
publication date: Dec 14, 2011
9:30am: PulsePoint Opening Workshop - Rebalance: The Evolving Digital Media Ecosystem Rose Ann Haran and Rebecca Lieb lead a case-based discussion about key change agents fueling the evolution of the digital ecosystem. They'll explore how to re-think media strategies to capitalize on new opportunities including the role of social in cross-informed media plans, content marketing, and the meaning of mobile. Speakers: Rose Ann Haran, CMO, PulsePoint Rebecca Lieb, Analyst, Altimeter Group Watch Video The advertising
agency model is under as much pressure as the media it buys. The advent of ad
exchanges, trading desks and buy- and sell-side platforms has changed the
fundamental structure and function of what we call advertising agencies. What
does this seismic shift look like from the highest of perches? Digiday's Brian
Morrissey sits down with the IAB's Randall Rothenberg and the AAAA's Nancy Hill
to find out how things look from the top.
10:30am: Vizu State of the Industry Research How has the Internet done in fulfilling its promise as a branding medium – and where do we go from here? Vizu teamed with Digiday to ask more than 450 top brand, agency and third party ad buyers and publishers about how they view brand advertising online, and what they’re doubling down on in the coming year. We’ll share top-line survey results, then dig deeper into what it all means with a top-tier panel of media buyers and sellers, led by Jeff Smith, CMO of Vizu. Speakers: Jeff Smith, CMO and SVP Client Services, Vizu Hugh Jamieson, Director of Sales, Specific Media Watch the video: Part 1 / Part 2
Agencies of record are under increasing pressure to do more with less. This new mandate has made it difficult for the agency to invest in innovation efforts – like analytics – that would enable it to become more strategic. With that in mind, how can the role of AORs evolve not just to survive, but to actually thrive in the digital age? Join Steven Golus of DataXu and Jeff Ratner of ZenithOptimedia as they discuss how the AOR of the future can redefine its structure and deliver greater value for clients by leveraging the opportunities afforded by Big Data and analytics partners to deliver customer intelligence – exceeding clients’ business objectives and enabling agencies to thrive. Speakers: Steven Golus, VP Sales, GM Mobile, DataXu Jeff Ratner, SVP Digital Director, ZenithOptimedia Watch the video What business are ad
agencies really in? Where do agencies make their money? Has the rise of
agency-owned trading desks fundamentally changed the way agencies operate and
drive revenue? The spotlight has shifted from Mad Men to Math Men and has
forced many brand marketers to question and even challenge their agencies about
where their priorities lie. Fast Company's Danielle Sacks asks the basic
question, "Is the agency model broken?" Watch the video: Part 1 / Part 2 Display advertising is a top marketing tactic of US ad agencies and the go-to source for reach and frequency in online advertising. But reach and frequency alone are not enough. Hear from Google about how to pair the right media with the right creative to deliver the perfect ad for everyone. We’ll cover ways in which display advertisers can take advantage of current trends in video, mobile and social media. Plus, we’ll offer five resolutions to partner with Google on in 2012. Speaker: Dan Taylor, Head, Google Display Network Watch the Video Digiday sits down with Peter Naylor, NBC's EVP of Digital Media Sales, to discuss Social TV and how the emergence of transmedia is presenting new opportunities for premium publishers and their advertisers. Moderator: Mike Shields, Senior Editor, Digiday
The media agency is going through a period of profound transformation thanks to the shift from an analog to a digital era. Despite its promises of laser-like targeting and algorithmic decision-making, digital media remains a mostly handcrafted business, with as much as 14 percent of costs in media buys going to transaction costs -- far higher than the 2-3 percent seen in TV. The automation imperative is clear. What does that mean for the shape of the industry going forward? Digiday sits down with Rob Norman, a digital media veteran and head of the world's largest buyer of advertising, to divine the shape of the agency of the future. Moderator:
Brian Morrissey, Editor in Chief, Digiday Watch the video Part 1/ Part 2
1:45pm: Adnetik Spotlight: What is More Valuable- Audience, Context or Click? Explore a recent case study to determine which signals have a greater impact on ROI: audience profiles, contextual profiles or clicks. Discover new attributes that impact the effectiveness of your campaigns and determine a plan that fits best with your objectives. Speaker: Nathan Woodman, COO, Adnetik Watch the video Agencies could use a little perspective from the outside world. With the majority of the industry focusing on exchanges, trading desks and real-time bidding strategies of late, traditional publishers have been fighting to keep their direct sales pipeline full. What advice do publishers have for agency executives that are too busy to pick their heads up and look around? Moderator: Mike Shields, Senior
Editor, Digiday Eric Franchi, Co-Founder, Undertone Watch the video: Part 1 / Part 2 Despite the
naysayers, the industry has adjusted and, maybe reluctantly, come to accept that
large-scale audience buying through trading desks is here to stay. Now that the
power has shifted in the display ecosystem, it's time to look towards the
future of media buying in mobile, social and beyond. VivaKi's Mac Delaney
shares his outlook on the future of media buying and how the landscape will
align to make it happen. Watch the video Agencies are no longer standing on the sidelines and waiting for startups to reach critical mass. They're taking their insights and big budgets to get involved early as investors in up and coming digital media properties, betting they can influence the startups' development -- and share in the upside if they hit it big. This session will explore the ways agencies are doing this and whether they have what it takes to play venture capitalists on the side. Moderator: Brian Morrissey,
Editor in Chief, Digiday Watch the video The Web has struggled to be recognized as a viable medium for branding campaigns. Despite the buzz of rich media and video, online advertising is still dominated by direct response campaigns, judged using direct response analytics, sold against direct response metrics. What will it take to prove the Web can be used for branding and open the floodgates to brand budgets? Moderator: Corey Kronengold,
Director of Content, Digiday Brian Lesser, CEO, Xaxis Scott Haugenes, Head of Brand Sales, Generate Jared Hand, VP Sales, Jumptap
You've spent months coding and consuming cases of Red Bull, building the next great ad tech platform. But while you were head down, nose to the grindstone, more than a few other people were working on the same idea. The agencies you're meeting with have already seen at least three other companies solving the same problem. Mediavest's SVP of Technology Activation, Julian Zilberbrand, shares his thoughts on what technology vendors are doing right -- and wrong -- when they pitch agencies, and what it takes to cut through the clutter. Speaker: Julian Zilberbrand, SVP Global Digital Director, Technology Activation Group, Starcom MediaVest Watch the video: Part 1 / Part 2 4:30pm: Greystripe Spotlight: Mobile Video Advertising As the largest brand-focused mobile advertising network in the US, Greystripe will share their insight on the rise of mobile video ads and if they are the future or just today's fad. This session will focus on the growth of mobile video ads, performance, the challenges of cross-platform campaigns, and whether or not the experience can deliver an effective brand message. Speaker: Kevin Granath, VP Ad Sales, Greystripe Watch the video The days of the three-martini lunch and a handshake deal are gone. Media buying has transformed from a bulk-buying process with a handful of select partners to a massive bidding, buying and selling operation that more closely resembles Wall Street trading than the old advertising business. How has the shift from relationship-driven to automated programmatic transactions impacted buyers and their role in a media shop? Moderator: Jack
Marshall, Mobile Editor,
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