Los Angeles: March 21, 2013

Hyatt Regency Century Plaza
2025 Avenue of the Stars
Los Angeles, CA 90067


9:15 AM

Registration Opens

9:15 AM – 10:00 AM

Networking Breakfast

Sponsored by
AT&T AdWorks

Videology

10:00 AM - 10:15 AM

Opening Remarks

Lisa Milgram, Vice President, Events, IAB

10:15 AM - 10:50 AM

Virgin Mobile & BuzzFeed
Optimizing Social Sharing for Branded Content

See how a successful social advertising strategy can be built and executed at scale even with a limited budget.

Virgin Mobile needed to stand out in the crowded telecom market with a media budget that is dwarfed by their competitors. The solution was a partnership with BuzzFeed to employ a 24/7 newsroom strategy, listening to social conversations and responding with interesting, timely, and brand-relevant content. By empowering its audience of 25 million to discover, react, and share across the social web, sponsoring culturally relevant, entertaining, and shareable content, Virgin reinforced its position as a company in tune with pop culture and mobile trends.

Felicia Martin-Hill, Senior Manager, Branded Content and Social Engagement, Virgin Mobile USA
David Spiegel, Executive Director, Sales, BuzzFeed

10:50 AM - 11:35 AM

Panera Bread & Discovery Digital Media
Building a Multiscreen Interactive Experience

Learn how to marry broadcast, online, and mobile to engage influencers with a brand.

Panera Bread wanted to increase awareness of its quality ingredients and sandwich offerings by giving Engaged Food Influencers (EFI) an opportunity to directly impact its menu. Partnering with Discovery Digital Media, the brand developed a cross-platform plan involving on-air media, digital display media, custom digital creative, and extensions to mobile/tablet environments. All channels drove to an interactive tool and contest where users created a sandwich recipe and entered it for a chance to be included in the menu. This multichannel approach resulted in significant brand engagement and lift.

Gretchen Curtis, Director, Media Strategy, Panera Bread
Jim VanBlaricum, Account Manager, Client Solutions, Discovery Digital Media

11:35 AM - 11:50 AM

Networking Refreshment Break

Sponsored by
AT&T AdWorks

Videology

11:50 AM - 12:10 PM

Videology
Connecting the Dots Between Traditional TV and Digital Video

Learn how new tools are allowing advertisers to seamlessly plan video across traditional and digital devices.

The upcoming television upfront marks the first time that a common measurement metric is available for both television and digital video. This means that brands can now holistically plan their total video campaigns cohesively across devices. The silos are down! Videology explains how its tools and technology are successfully helping brands connect the dots between TV and digital video with exceptional results across an array of categories—from entertainment to auto.

Adam Goodman, Executive Director, West Coast Sales, Videology

12:10 PM - 12:45 PM

General Motors’ Chevy & CafeMom’s MamásLatinas.com
Fostering Trust and Creating Opportunity for Customers to Have Their Voices Heard

Understand how General Motors activated and customized word-of-mouth engagement through real mom influencers and got moms talking about Chevy cars.

General Motors sought to drive engagement and discussion among Hispanic moms for Chevy through a partnership with CafeMom’s new site, MamásLatinas.com

Through bloggers, influencers, and online community centers, mom-to-mom conversations around relevant topics helped General Motors effectively reach and engage the desirable and growing segment of Hispanic moms.

Lucia Ballas-Traynor, Co-Founder and Executive Vice President, CafeMom’s MamásLatinas.com
Tia Hardenman, Manager, Multicultural Advertising, Chevrolet

12:45 PM - 1:45 PM

Networking Luncheon

Sponsored by
AT&T AdWorks

Videology

1:45 PM - 2:20 PM

Nokia & Amobee
Developing Scalable Mobile Advertising

Explore how leveraging mobile technology can create virtual product experiences that lead directly to sales.

Nokia wanted to reach consumers considering a new phone and expose them to the Windows-powered Lumia 920. Partnering with Amobee, they created an application that simulated the actual experience of navigating the operating system. By enabling users to familiarize themselves with the Lumia 920, and tying that to a GPS-powered “find store” button, Nokia ultimately turned the virtual product experience into a purchase.

Dakota Sullivan, Senior Vice President, Americas, Amobee
Robyn Yoslow, Head, Digital and Influence/Lifestyle Marketing, Nokia

2:20 PM - 3:00 PM

Pepsi & Terra Live Music
Reaching Young Hispanic Consumers

Learn how to build and execute a holistic strategy that extends across platforms and screens.

Pepsi’s desire to reach a global Hispanic audience led to a partnership with Terra, a multicultural music and entertainment site. The result was an original, interactive, bilingual platform for advertisers with mobile, video, and tablet components, all which had deep connection to their target audience’s love of music.

This was the first time Pepsi integrated its online efforts in Latin America and in the U.S. Hispanic market with one unified strategy. Ultimately, Pepsi reached a global audience with a successful brand integration across multiple platforms.

Fernando Rodríguez, Chief Executive Officer, Terra Networks (USA)
Gonzalo Vasquez, Director, Multicultural Marketing Regional Strategy, PepsiCo

3:00 PM - 3:30 PM

Universal Pictures & Spotify
Building a Connected Music Experience to Build Brand and Drive Ticket Sales

Learn how Universal Pictures used social music experiences to engage consumers with an upcoming feature film.

Universal Pictures wanted to drive awareness of “Picture Perfect,” a new film with music at its core. Universal tapped Spotify to combine paid media with a core social music experience to bring fans closer to the characters in the movie from trailer launch through its release. A combination of engaging audio and display ads drove listeners to create a character playlists that they could customize and share as well as purchase movie tickets.

Lindsay Dye, Manager, Digital Media, Universal Pictures
Michael Jackel, Vice President, West Coast Sales, Spotify

3:30 PM - 3:50 PM

Cross-Screen Insights

A day of back-to-back case studies is akin to “drinking from a firehose.” Afraid you missed something? Don’t be. In this closing session, AT&T AdWorks’ Michael Rosen and IAB’s Lisa Milgram highlight the big insights that emerged from the day and ways in which advertisers can think about cross-screen effectiveness. Attendees are encouraged to share their thoughts and ideas.

Michael Rosen, Vice President, Mobile and Online Sales, AT&T AdWorks

Sponsored by

 

3:50 PM - 4:00 PM

Closing Remarks

Lisa Milgram, Vice President, Events, IAB

5:00 PM - 8:00 PM

IAB.networking
Happy Hour

XBar at Hyatt Regency Century Plaza
2025 Avenue of the Stars
Los Angeles, CA 90067

Sponsored by
Neustar