Agenda

8:00 AM

Registration Opens

8:00 AM - 9:00 AM

Networking Breakfast

9:00 AM - 9:20 AM

Welcome Remarks

Randall Rothenberg, President and Chief Executive Officer, IAB
Rod Perth, President and Chief Executive Officer, National Association of Television Program Executives (NATPE)

9:20 AM - 9:50 AM

Amanda Richman  
Amanda Richman
President, Investment and Activation,
Starcom USA
 

9:50 AM - 10:00 AM

Fast Break I: Research
Cross-Screen Advertising Report

There are significant marketplace challenges around reaching consumers across multiple platforms, devices, and screens. This new research, released from the stage, shares real-world examples of how media companies and brands are optimizing the creation, deployment, and evaluation of campaigns in a multiscreen world.

Walter Harp, Vice President, Product Marketing, Mixpo

10:00 AM - 10:30 AM

Videobiquity: Premium Video in a Unified World

Viewers are consuming long-form entertainment content on their own terms—online, on demand, and on a host of devices. Understanding who’s watching where and what value audiences offer marketers is a difficult question to answer. Join Geri Wang, President, ABC Sales, for the on-stage release of highlights from ABC’s 2nd Annual “Videobiquity” report. The proprietary industry survey provides insights into on-demand advertising and details how ABC’s cross-platform Unified offering helps bridge the changes that are occurring in viewer behavior.

Geri Wang  
Geri Wang
President,
ABC Sales
 

10:30 AM - 10:40 AM

Fast Break II: Case Study
La Quinta & Nielsen: Making Cross-Screen Advertising Really Work

Americans’ appetite for video grows voraciously, with consumers finding ways to further extend their viewing time through new digital platforms. Reaching the same consumer across screens offers substantial opportunities to have an impact throughout the purchase funnel, including awareness and purchase intent. This real-world case study featuring La Quinta demonstrates the importance of a cross-screen strategy and what it can mean for your bottom line.

Amy Bartle, Director, Media and Digital Marketing, La Quinta Inns & Suites
Kenneth Cassar, Senior Vice President, Digital Advertising Solutions, Nielsen

10:40 AM - 11:15 AM

Networking Refreshment Break

11:15 AM - 12:30 PM

Marketplace Presentations

This series of fast-paced presentations helps you cut through the clutter of cross-screen technology solutions. Four companies. One hour. Just what you need for your business.

  4th Floor 5th Floor
 
Room 402

Room 406

Room 502

Room 510
11:15 AM – 11:30 AM Videology AOL TubeMogul OneScreen
5 minutes Time's up! Next...
11:35 AM – 11:50 AM Videology AOL TubeMogul OneScreen
5 minutes Time's up! Next...
11:55 AM – 12:10 PM Videology AOL TubeMogul OneScreen
5 minutes Time's up! Next...
12:15 PM – 12:30 PM Videology AOL TubeMogul OneScreen
         

12:30 PM - 1:30 PM

Networking Luncheon

1:30 PM - 2:00 PM

Jean-Philippe Maheu  
Jean-Philippe Maheu
Head, International Brand and Agency Strategy, Twitter
 

2:00 PM - 2:10 PM

Fast Break III: Market Intelligence in Content Development

As the volume of original digital video content grows, how can content developers, media companies, and advertisers predict what shows will be successful and what brand alignments will have maximum impact? New Media Metrics LEAP Content Marketplace takes lessons learned from broadcast and applies them to digital video so stakeholders can make informed investments in and around “must-see DV.”

Gary Reisman, Co-Founder and Principal, New Media Metrics 
Denise Larson, Co-Founder and Principal, New Media Metrics

2:10 PM - 2:20 PM

TV Isn't Everywhere: Bridging the Digital Video Divide

Research shows that 50 percent of TV Everywhere viewers watch long-form video on tablets. Bridging this gap, between traditional broadcast workflows and digital video across screens, remains a significant challenge for the advertising ecosystem. For marketers, broadcasters, and MVPDs, changes to video distribution and consumption are enabling new ways to measure, monetize, and create engaging viewing experiences. This session explores the evolution of video advertising and assess what is needed to deliver on the promise of TV Everywhere.

Jeremy Helfand, Vice President, Adobe Primetime

2:20 PM - 2:45 PM

Case Study: “This Is the End”
A New Beginning for Interactive Video

In just a few years trade headlines have moved from introducing terms like "cutting the cord" to casually using terms like “cord nevers”. Given this, and the near ubiquity of high speed and high quality viewing experiences the concept of TV Everywhere should be more than just a concept. It should be a part of marketers media mix on all screens and platforms. This session showcases a real-time ad campaign case study from Sony Pictures Entertainment, Crackle and Innovid, who teamed up to launch a multi-platform advertising experience across all devices and screens with the upcoming release of This Is the End. Senior executives representing all perspectives of the campaign go in, unpacking the campaign from creative development to media performance.

Tal Chalozin, Co-Founder and Chief Technology Officer, Innovid
Elias Plishner, Senior Vice President, Worldwide Digital Marketing, Sony Pictures Entertainment

2:45 PM - 3:15 PM

Networking Refreshment Break

3:15 PM - 4:15 PM

 

Deep-Dive Track Sessions

Dig into the topics that matter most to your business objectives.

DV and Linear TV
Connecting the Dots
Room 404, 4th floor
Cross-Screen Measurement
Evaluating Impact
Room 406, 4th floor
Multiscreen Brand Experiences
Creative Optimization
Room 402, 4th floor

Consumers are engaging with content across multiple platforms, devices, and screens. How do advertisers reach this fragmented and dispersed audience? How can media companies aggregate and monetize cross-platform inventory as well as structure themselves for success? Take a deep dive into how to connect the dots between digital video and linear TV.

 

Consistent multiplatform metric standards are key to understanding how to reach, engage, and monetize the untethered consumer. How is the industry developing a common currency so advertisers can evaluate integrated cross-screen brand experiences? What are the drivers and inhibitors of better metrics? Take a deep dive into the current measurement landscape and explore how content providers, advertisers, and researchers are working to solve the cross-screen measurement puzzle.

Effectively developing and deploying integrated cross-platform advertising for all screens is one of the biggest challenges brands face. How can agencies and technology partners collaborate on brand experiences that scale fluidly from the largest of screens to the smallest? What are the tools and technologies available to help? Take a deep dive into how advertisers can reduce complexity when creating and executing cross-screen campaigns.

Sponsored by
Flurry
Sponsored by
Yahoo!
Sponsored by
InMobi

3:15 PM - 3:45 PM

Getting Ad Dollars Flowing Between TV & DV

There’s no doubt that people enjoy entertainment across multiple screens and devices. However, the ability for advertisers to reach those aggregate audiences has gotten much harder.

Three senior executives explore how to close the gap in systems separating TV buyers and digital suppliers from efficiently doing business together. How do advertisers handle this obstacle and get ad dollars to flow between traditional TV and digital? What measurement is necessary as the world of entertainment converges?

James Rooke, Vice President, FourFronts & Advisory Services, FreeWheel

Frans Vermeulen, Senior Vice President, Revenue & Strategy, FreeWheel

Ran Harnevo, Senior Vice President, Video, AOL

Cross-Screen Measurement: Audiences are screen agnostic… measurement should be too.

Learn how to develop a common currency so advertisers can evaluate integrated cross-screen brand experiences.

Businesses are teeming with customer data available from an increasing number of sources. This creates both big hurdles and big opportunities for advertisers and agencies, particularly around tracking and measuring the effectiveness of video advertising campaigns across multiple screens. In this session, DG will share insights about how advertisers and agencies are facing challenges in planning holistically because of data silos, digesting data from a multitude of sources, and inconsistent multiplatform measurement standards which result in competing and contradictory metrics., lack of intelligence-gathering tools etc. All of this is costing them (a lot).

Moderator:
George Musi, Head of Cross Media Analytics DG
A State of the State on Cross-Screen Advertising

Undertone’s second quarterly “Industry Pulse”—released at this session—will reveal proprietary data showing leading marketers’, agencies’, and publishers’ opinions and perceptions of cross-screen advertising and their awareness of responsive design by exploring questions such as:

  • How often cross-screen campaigns are deployed and the perceived demand for cross-screen in the coming months?
  • What are the most appealing aspects of cross-screen campaigns, such as surrounding consumers on all devices or adding addition platforms to reach brand advocates?
  • What is the current state of publishers’ ability to run cross-screen advertising and the major pain points?

Hear about how industry leaders view the state of cross-screen advertising from the perspective of the marketers, agencies and publishers executing those campaigns.

Eric Franchi, Co-Founder, Undertone

3:45 PM - 4:15 PM

Beyond Theory—How A Real Company Gets it Done

A senior Viacom executive is interviewed on how the company thinks about and does business in a multichannel environment.

Philip Lalonde, Senior Vice President, Ad Sales Operations, Viacom

Frans Vermeulen, Senior Vice President, Revenue & Strategy, FreeWheel

Cross Screen Measurement: Real World Solutions

The session brings together executives and thought leaders from the advertising landscape to constructively discuss and debate some of the key challenges and solutions to bridging the data silos, solving the complex cross-screen video measurement and establishing complete cross-screen measurement standards and future growth.

 
Sheryl Feldinger, Senior Vice President, Cross-Platform Marketing & Alternative Metrics, NBCUniversal
 
Artie Bulgrin, Senior Vice President, Research & Analytics, ESPN
 
Lyle Schwartz, Managing Partner, Implementation Research and Marketplace Analysis, GroupM

Moderator:
Ryan Manchee, Director, Innovation Strategy, DG

MultiScreen Brand Experiences

A panel of industry leaders dissect the state of cross-screen advertising. Hear from creatives and technologists about how to develop and execute high impact brand experiences that flow fluidly across multiple platforms and screens.

Michael Lowenstern, Head, Advertising, R\GA

Ivan Kayser

Suzanne McDonnell, Senior Vice President, Digital Sales Strategy, Discovery

Diaz Nesamoney, Founder and Chief Executive Officer, Jivox

Moderator:
Eric Franchi, Co-Founder, Undertone

4:30 PM - 4:40 PM

Fast Break IV: The Pool’s Tablet Lane
The Future of Tablet Advertising—Cross-Screen Starts Here

VivaKi’s The Pool spent 14 months with 20 million tablet users in an unprecedented research study of the tablet advertising landscape. Find out what they learned, including the best practices and key findings for ads on the device.

Beth Doyle  
Beth Doyle
Vice President, Innovations,
VivaKi
 

4:40 PM - 5:30 PM

Live Pitch!

The fundamental aspects of an ad campaign never really change. Good planning, high-impact creative, and solid metrics—for one screen or a hundred—are the driving forces behind every successful execution.

In this session, companies respond to an RFP by live-pitching a senior brand marketer on how they can provide a multiscreen solution.

Ever wish you could go behind the scenes at a competitor’s pitch meeting? Here is your chance. 

Laurie Koehler
Consumer Campaigns Activation Manager,
Americas Marketing Group,
Intel Corporation
Ian Schafer
Chief Executive Officer and Founder, Deep Focus (a part of Engine USA)
Chip Scully
Vice President, Online Video Advertising,
Extreme Reach
Mark Wilson
Creative Platforms Solutions,
Google

5:30 PM - 6:30 PM

Networking Cocktail Reception

Sponsored by
Quantcast