AGENDA

Meet the people and companies leading the charge to make TV advertising more effective and efficient. You’ll also learn about how the leaders are applying technology to their businesses, and stay ahead of changes that will affect where you work and how you work.

Some of the most creative and efficient campaigns will be honored with the Advanced Advertising Innovation Awards.

Monday, September 11, 2023
9:00 AM - 9:30 AM (EDT)

Registration

 
9:30 AM - 9:35 AM (EDT)

Welcoming Remarks

Jon Lafayette
9:35 AM - 10:00 AM (EDT)

Marketer Case Study: Creative Rotation Optimization with the University of Phoenix

Laura Schmidt, Senior Media Director, University of Phoenix, and Laura Grover, head of client solutions at EDO, will discuss how using real-time data about engagement with creative can boost return on advertising spending in flight. The University of Phoenix was one of the first advertisers to use EDO’s Creative Rotation Optimization product, which has improved campaign performance by as much as 20%.

Laura Grover Laura Schmidt
10:00 AM - 10:35 AM (EDT)

Panel | Measuring Results

A look at the latest ways of measuring campaign performance, from counting impressions to determining return on investment. Panelists will discuss which metrics are important and how big data affects how they do their jobs.

Sean Cunningham Larry Allen Erica Barnes Mohammad Chughtai Leslie Wood
10:35 AM - 11:05 AM (EDT)

Panel | Addressable Advertising

Linear TV is getting more addressable thanks to technology and new alliances among distributors. At the same time, FAST channels and smart TV makers are offering addressable capabilities. Hear how marketers can orchestrate campaigns across platforms to reach consumers at scale

Danielle Delauro Matt Barnes Rob Christensen Matt Frattaroli
11:05 AM - 11:25 AM (EDT)

Morning Networking Break

 
11:25 AM - 11:55 AM (EDT)

First-Party Data-Informed Video: Automotive Campaign Success

fullthrottle.ai is an award-winning ad tech company that identifies in-market website visitors and transforms them into net-new household based first-party data. In this session you’ll hear how fullthrottle.ai worked with the advanced advertising sales unit of Spectrum Reach to assemble a campaign that drove a 20% increase in sales and a 9% increase in service transactions for an automotive campaign.

Jon Lafayette Todd Hauser Tara Rego Amy Anthony
12:00 PM - 1:00 PM (EDT)

Luncheon

 
1:00 PM - 1:20 PM (EDT)

Marketer Case Study | GSK and Lifetime Lever the Power of Emotional Storytelling

Sierra Bodor, Director, U.S. Vaccines Communications at GSK and Maura O’Donovan, VP, Ad Sales Partnerships at A+E Networks discuss how GSK and Lifetime’s unique partnership leveraged the power of firsthand perspective and emotional storytelling to help educate parents of teens about the realities of meningitis B and why it is important to Ask2BSure about meningitis B vaccination. The centerpiece of this solution is a 17-minute sponsored short film, I Never Thought to Ask: A Mom's Quest for Answers. Hear how the multi-channel collaboration, deeply rooted in audience discovery, has resonated with moms of teens nationwide.

Maura O'Donovan Sierra Bodor
1:20 PM - 1:50 PM (EDT)

Marketer Case Study: Impact of Big Data Currency and Convergence with Paramount, Pepsi, OMD and VideoAmp

In this dynamic conversation, Paramount, Pepsi, OMD and VideoAmp will showcase the power of combining big data with advanced audiences in not only delivering audiences at scale, but delivering campaigns effectively while driving conversion and sales lift.

Travis Scoles Katie Haniffy suzanne irving Aaron Lilly
1:50 PM - 2:10 PM (EDT)

Panel | Branded Content

Creating branded content can reduce disruption and increase engagement and media companies are stepping up to produce material that is contextually relevance for sponsors. Panelists will discuss who to make content that works and how to distribute it for maximum impact.

Jon Lafayette Mike DiGiacomo Katlyn Wilson
2:10 PM - 2:45 PM (EDT)

Panel | Local

Local advertisers need advanced advertising to reach their customers via TV and digital channels. A look at the tools and technology needs to build and sell multi-platform ad campaigns

Chris Pizzurro Jeff Blaszak Sheila Bruce Tom Good Martin Kristiseter Dave Marquard
2:45 PM - 3:00 PM (EDT)

Afternoon Networking Break

 
3:00 PM - 3:20 PM (EDT)

Marketer Case Study | Amazon Ads and General Mills discuss streaming ads and creatively engaging viewers on Thursday Night Football on Prime Video

Amy McDevitt, Head of Sports Brand Partnerships for Amazon Ads, and Raquel Navarrski, Customer Vice President at General Mills, sit down to discuss how advertisers on Thursday Night Football on Prime Video are creatively reaching highly engaged and younger viewers consuming live sports on a streaming service. The fireside chat will highlight how two of General Mills consumer brands are building relationships with viewers through custom content and remarketing across multiple touchpoints.

Jon Lafayette Amy McDevitt Raquel Navarrski
3:20 PM - 3:50 PM (EDT)

Afternoon Keynote: The Seller: Jon Steinlauf, Chief U.S. Ad Sales Officer, Warner Bros Discovery

As head of sales for Warner Bros. Discovery, Jon Steinlauf oversees sales of one of the most-viewed collections of cable TV networks including Food Network and CNN, as well as direct-to-consumer streaming services Max and discovery plus. During this session, Steinlauf will discuss how Warner Bros. Discovery has been ramping up its advanced advertising capabilities and increased direct-to-consumer ad volume by 50% in the recently completed upfront.

Jon Lafayette Jon Steinlauf
4:00 PM - 4:20 PM (EDT)

The Advanced Advertising Innovation Awards

The awards honor campaigns that use data and technology to reach target markets and generate extraordinary returns.

Best Use of Data

Presented to: Premion & Ken Ganley Kia New Port Richey

Campaign: Driving Auto Sales with Data-Driven CTV Advertising

Best Use of Multiple Platforms

Presented to: iSpot.tv & Consumer Cellular

Campaign: How Consumer Cellular increased incremental reach by 5%

Best Overall Campaign

Presented to: LG Ad Solutions & Visit Myrtle Beach Tourism

Campaign: LG Ad Solutions Drives Travel Visits for Myrtle Beach Tourism

Best Definition of Target Market

Presented to: Magnite & Travel Texas

Campaign: Expanding Cross-Platform Reach with Programmatic Addressable Offering

Best Use of Branded Content

Presented to: TelevisaUnivision & Toyota

Campaign: Toyota Tundra - Unstoppable

 
4:20 PM (EDT)

Closing Remarks

Jon Lafayette
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