Agenda

2009 Agenda

The IAB Annual Meeting brings together decision makers who are shaping the future of the media ecosystem. Join industry leaders as they share how brands — agency brands, consumer brands and media brands — are battling back against commoditization during challenging economic times. The unprecedented speaker line-up and robust agenda will foster intense debate and dialogue about the biggest issues facing the media ecosystem. Join your colleagues at the one interactive event no advertiser, marketer or publisher should miss in 2009.

Sunday February 22, 2009
12:00 PM	Registration Opens Sponsored by:
5:00 PM	General Session Convenes
5:00 PM - 5:15 PM	Brands Battle Back: Setting the Agenda Randall Rothenberg, President and CEO, IAB
5:15 PM - 5:45 PM	IAB Service Excellence Awards Presented by: David Moore, Chairman and Founder, 24/7 Real Media and Vice-Chair, IAB Board of Directors
5:45 PM - 6:15 PM	Keynote Presentation Am I In The Wrong Class? Why Advertising Isn't and Shouldn't Be (Just) Math and Science Wenda Harris Millard, President, Media and Co-CEO, Martha Stewart Living Omnimedia and Chair, IAB Board of Directors
6:15 PM - 6:45 PM	IAB Sales Excellence Awards Presented by: Jack Myers, Media Futurist, Innovation Consultant
6:45 PM	General Session Concludes
6:45 PM - 8:45 PM	Poolside Welcome Reception Sponsored by:
Monday February 23, 2009
8:00 AM	Registration Opens
8:00 AM - 9:00 AM	Continental Breakfast Sponsored by:
9:00 AM	General Session Reconvenes
9:00 AM - 9:15 AM	IAB Vision: Ecosystem 2.0 Randall Rothenberg, President and CEO, IAB
9:15 AM - 10:00 AM	Keynote Presentation Marketing 2.0: The New Affiliates Web 2.0 has changed the rules of brand engagement, creating an open playing field from which new leaders emerge. By finding an unlikely guide in an old model, marketers can unlock the enormous potential of the digital world — overcoming the upheaval brought on by new media. Michael Mendenhall, Senior Vice President and Chief Marketing Officer, Hewlett-Packard Company
10:00 AM - 11:00 AM	The Agency of the Future Just Happened Now approaching its 50th anniversary, the Interpublic Group of Companies was the first advertising holding company. Might it be the last one standing? IPG is taking a different path to growth than its competitors: Neither a commanded-and-controlled army nor a decentralized array of independent firms, but a global network of talented people that infuse otherwise separate and powerful businesses. The Interpublic empire now views media as a strategic resource, not just a blunt mass-buying instrument; creative technologists as embedded in creative partnerships throughout the empire; and accountability as living everywhere, alongside esthetic excellence. Senior leaders from across the company share the story of success. Robert Bagot, Chief Creative Officer, McCannSF Nick Brien, President and CEO, Mediabrands Howard Draft, Chairman and CEO, Draftfcb Michael Roth, Chairman and CEO, Interpublic Group
11:00 AM - 11:45 AM	Networking Refreshment Break Sponsored by:
11:45 AM - 12:15 PM	Just Publish and You'll Perish: How Publishing Brands Can Recast Themselves for Success What do you call a print and online publisher that aggressively transforms itself into a provider of marketing services for its B2B customers? Very successful. The IDG story illustrates how the development of new marketing services — especially the integration of premium lead generation and the hybrid compensation structures that go along with it — are the key for publishers not only to survive but to prosper. Bob Carrigan, CEO, IDG Communications Worldwide Sponsored by:
12:15 PM - 12:45 PM	Makin' Bacon: The Premium Inside the Pork Bellies Lost in the increasingly acrimonious "performance vs. brand" debate is the industry's common interest in making the digital ecosystem thrive. However, the past 10 years have clearly proven that advertisers want a variety of digital ad solutions. If the focus of the conversation shifts to building common ground only then will the greater opportunity to meet the needs of all emerge. An industry veteran shares insights on how we get there from here. David Payne, CEO and Co-Founder, ShortTail Media, an alliance of Premium Publishers
12:45 PM - 1:45 PM	Networking Luncheon Sponsored by:
1:45 PM - 2:45 PM	Recession 2.0: A Deep Dive Into the 2009 Interactive Economy No discussion of the interactive industry is comprehensive without being grounded in the reality of the 2009-2010 marketplace. Two thought leaders provide data-driven insights while framing the conversation around what everyone wants to know — where is the money coming from and where is it going? And, most important, what happens next? *Where Are Advertiser Dollars Going?* Mark Mahaney, Director, Internet Sector, Citigroup Investment Research *Where Are Investor Dollars Going?* Terence Kawaja, Managing Director, GCA Savvian
2:45 PM - 3:30 PM	Creative Is King! Making Content and Ads Matter at NYTimes.com By reimagining the online consumer experience, The New York Times has brought beauty to interactive media — at least according to Aristotle's definition of beauty as "that which in itself is valuable and at the same time gives pleasure." How beautiful? By making "creative technologists" full partners with writers and designers in crafting the online editorial environment, The Times has seen a one-year 38 percent increase in unique users — to almost 20 million. Learn how this translates into a powerful experience for consumer, publisher and advertiser alike. Steve Duenes, Graphics Director, The New York Times Aron Pilhofer, Editor, Interactive News Technology, The New York Times Paul Smurl, Vice President, Advertising, The New York Times
3:30 PM - 4:15 PM	Networking Refreshment Break Sponsored by:
4:15 PM - 5:00 PM	Advertising at the Pivot Point: Blueprint for the Future By understanding the attributes that drive value for advertisers, creating better, more reliable systems and using data effectively the industry will emerge from the next few years stronger and more robust. The interactive industry is at a "pivot point" and all players have a responsibility to be a positive catalyst for change. Microsoft shares its vision for doing just that. Scott Howe, Corporate Vice President, Advertiser and Publisher Solutions Group, Microsoft
5:00 PM - 5:45 PM	Yes Social Media Can! Marketing Lessons From the Campaign Trail There is no doubt that the recent election cycle put social media in the spotlight, forever changing how the platform will be used by future campaigns — and not just political ones. The success experienced by some of the ecosystem's biggest players counters the notion that social media can't be leveraged by brands at economy and scale. A publisher, platform and agency pass on lessons learned during the campaign and insights on the broader marketing power that comes from truly engaging consumers online. Moderator: John Battelle, Chairman, CEO, Federated Media Tom Arrix, Vice President, Sales, Facebook Andrew Mitchell, Vice President, Interactive Marketing, CNN.com Rob Shepardson, Founding Partner, SS+K
5:45 PM	General Session Concludes
5:45 PM - 6:45 PM	Networking Cocktail Reception Sponsored by:
6:45 PM - 9:45 PM	Dinner Sponsored by:
Tuesday February 24, 2009
8:00 AM	Continental Breakfast
8:45 AM	General Session Reconvenes
8:45 AM - 9:00 AM	Thoughts and Themes — Ecosystem 2.0 Randall Rothenberg, President and CEO, IAB
9:00 AM - 9:45 AM	Taking a New View on Display Despite a growing and engaged online audience, many of the golden opportunities to profit from display advertising still remain buried beneath a mountain of inefficiency. A Google executive explains how a renewed focus on technological innovation, openness, analysis and accountability will empower publishers and advertisers to unearth these opportunities in the year to come. David Rosenblatt, President, Display Advertising, Google
9:45 AM - 10:15 AM	Mobile: My Platform Can Beat Up Your Platform The mobile platform has arrived — bringing with it unique content and new possibilities for brand advertisers. The opportunity to communicate with high-quality audiences 24/7 through a device that rarely leaves their side introduces an expanded realm of consumer engagement. See how advertisers are reaching consumers in context, anywhere and everywhere they go. Omar Hamoui, Founder and CEO, AdMob
10:15 AM - 10:45 AM	Networking Refreshment Break
10:45 AM - 11:30 AM	The Great Debate RESOLVED: Brand marketers don't need agencies. Interactive publishers can provide everything they need. Agree: Sarah Chubb, President, Condé Nast Digital John Partilla, President, Time Warner Global Media Group and Senior Vice President, Time Warner Oppose: Quentin George, Chief Digital Officer, Mediabrands Jean-Philippe Maheu, Chief Digital Officer, Ogilvy North America Moderator: Abbey Klaassen, Editor, Digital, Ad Age
11:30 AM - 12:15 PM	Relationships 101 with Yahoo! In this candid conversation, Yahoo! opens up to address some of the most important relationship issues facing the advertising community, including some age-old questions like, "Does size matter?" (why bigger is better during down economic times) and "Can you have your cake and eat it too?" (why Yahoo! continues to invest in both its network and exchange initiatives, and what this means for advertisers). Hear directly from top brass on how the combination of Yahoo!'s technology, audience and people are helping breathe new energy into the online advertising marketplace. Joanne Bradford, Senior Vice President, U.S. Revenue and Market Development, Yahoo! Michael Walrath, Senior Vice President, Advertising Marketplaces Group, Yahoo!
12:15 PM - 12:30 PM	Closing Remarks Randall Rothenberg, President and CEO, IAB
12:30 PM	General Session Adjourns