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8:00 AM |
Registration Opens |
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8:00 AM - 9:00 AM |
Meet the Exhibitors—Networking Breakfast Network and caffeinate at the MIXX Expo |
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9:00 AM - 9:15 AM |
The Big Bang: When Technology and Creativity Collide IAB’s President and Chief Executive Officer calls on the industry to retire the debate around art versus science and reframe the discussion around the fusion of the two—to create a new universe of possibility for marketing and media.
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9:15 AM - 9:45 AM |
A World View on Media Usage L’Oréal USA’s Chief Marketing Officer unveils findings from its participation in a global ethnographic study commissioned by tremor Video on how people use media and technology—and the implications for marketers.
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9:45 AM - 10:15 AM |
A Fireside Chat with Dennis Crowley
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10:15 AM - 10:30 AM |
Innovation and Why It Matters: Technology and Media as Catalysts for Change The Paley Center for Media leverages technology as a catalyst for change, through innovative mashups of old and new media. these tools can empower individuals in the coffee and tea markets of rural kenya and can be utilized in the boardrooms of world capitals.
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10:30 AM - 11:15 AM |
Meet the Exhibitors—Networking Refreshment Break Network, recharge, and caffeinate at the MIXX Expo
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11:15 AM - 11:45 AM |
New Era of Digital Advertising As President of Microsoft's Online Services Division, Dr. Qi Lu leads Microsoft's online efforts across Bing, MSN, mobile, and their broader advertising platforms and services. In this talk, Dr. Lu shares his perspective on the evolution of digital advertising, changes in consumer behavior and the opportunities for advertisers, publishers as well as developers to deliver compelling user-centric experiences.
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11:45 AM - 12:15 PM |
Insights for Marketers: Using Measurement to Build a Better Ecosystem for Brand Campaigns Brad Smallwood, head of measurement and insights at Facebook, explores how marketers can measure and improve the performance of online brand campaigns in driving offline sales. He will also be joined by Tom Buday, Global Head of Marketing & Consumer Communication for Nestle, who will discuss how Nestle is using these insights to generate even greater impact with its campaigns.
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12:30 PM - 1:00 PM |
Workshops |
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Workshop 1 I Screen, You Screen, We All Screen for More Screens: What to Consider When Developing a Multiscreen Strategy No matter what division or industry they’re in, there’s one issue on the mind of media buyers today—reaching consumers across every screen and every device. Sure, this topic has been given plenty of lip service across the industry, but very few ad platforms actually give brands the multiscreen reach they need. Learn how consumers spend time with these devices as well as how advertisers adapt to these new types of consumption.
Rob Delacruz, General Manager, Connected TV and Mobile Video, The AOL On Network
Presented by
Workshop 2 Art and Science: Delivering Better Connections and Results, Together Will Mad Men or Math Men define the future of marketing? Both will. In a world of unlimited choice and information, consumer expectations have changed and now exceed what great creative can achieve alone—it requires both left brain and right brain thinking. Enter science. Art and science have formed a symbiotic relationship that fuel better business practices. This session highlights 5 key principles, all based on combining deep analytical insights fused with awesome creative, to deliver lasting consumer connections and better results.
Jeremy Holden, Chief Strategy Officer, Publicis Kaplan Thaler
Presented by
Workshop 3
Skype: Breaking Down Technology Barriers What technology gives us in terms of greater efficiency, reach and speed, it takes away in terms of meaningful, deep engagement. This is a uniquely modern paradox—we are more connected than ever before but those connections are less satisfying. Email replaces in-person meetings and cyber friends are easier to make than real friends. However, Skype builds strong emotional connections, gives people a deeply personal communications experience and brings them together with those they care about most in a more meaningful way. Explore how marketers can tap into the Skype experience and become part of the conversation. Learn how major brands build powerful connections with Skype users, resulting in increased purchase intent and overall brand lift. More importantly, see how brands can add to the conversation in creative ways—fostering deeper connections with target audiences. Sandhya Venkatachalam, Vice President, Advertising and Monetization, Skype, Microsoft
Presented by
Workshop 4
Audience Insights to Enable the Buy-Side Data is the new black and many innovative marketers leverage data intelligence to better understand the make-up of their best prospects and customers. The intersection of audience and media data reveal specific targeting attributes that allow brands to move prospects further down the conversion funnel and provide a recipe for doing more of what works. Learn how data analytics can drive smarter media planning, campaign scale, and more efficiency from the marketing dollar.
Omar Tawakol, Chief Executive Officer, BlueKai
Presented by
Workshop 5 Imagine the Best Salesperson You Know—Where Is This Person Online? Humans are emotional creatures but online strategies do not focus on emotions. This session explores a case study on how to improve conversion rates using levers of persuasion to online stores from Robert Cialdini's best-selling book, The Psychology of Persuasion and Influence. Páris Piedade Neto, Vice President, Predicta
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1:00 PM - 2:00 PM |
Networking Luncheon
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2:00 PM - 2:30 PM |
Workshops |
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Workshop 1 The Evolving Dynamics of Programmatic Buying/Selling As programmatic buying continues to gain traction, patterns are emerging across marketplaces. Evidence of maturation is seen through the allocation of budget by key industries—the spread of dollars across key exchanges and the increasing spend relative to early days. This session explores the data behind the auction in several dimensions to help publishers and buyers build intelligent strategies, understand potential pitfalls, and learn how to navigate the space with a clear knowledge about the dynamics of the platforms that help facilitate these transactions.
Andrew Casale, Vice President, Strategy, INDEX Platform
Presented by
Workshop 2 2012 Olympics: The Billion Dollar Research Lab The unmatched depth and scale of the 2012 Summer Olympics in London provided an unparalleled research opportunity for NBC’s Billion Dollar Research Lab. Traditionally exploring the way the Olympics alter and accelerate consumer behavior as the content moves across platforms and devices, this year the lab analyzed the Games as the biggest TV event in history and the first Olympics broadcast in a world of ubiquitous tablets, smartphones, apps, and social TV. NBC shares results from the lab highlighting how the digital platforms performed. Julie DeTraglia, Senior Vice President, Research, Digital and Broadcast Market Research, NBC Universal Digital Media
Presented by
Workshop 3 The Engagement Imperative: The Fundamentals of In-Image Advertising In-image advertising has emerged as a scalable, brand-safe, and effective way to connect with consumers as they actively engage with the content they care about most. Learn how to incorporate this innovative display format into your strategy and understand best practices for leveraging the technology, targeting, and creative features, of in-image advertising to reach your objectives. Publisher and advertisers present the results of their recent in-image advertising campaigns.
Dave Armenia, Chief Executive Officer, Starpulse.com
Presented by
Workshop 4 Balancing Sales Channels with Art and Science Driving sustainable business requires blending the art of direct premium sales with the science of programmatic opportunities. Understand how the pieces come together and what publishers need to focus on to achieve scalable, repeatable, revenue growth, in an evolving marketplace.
Chip Schenck, General Manager, Publisher Development, PubMatic
Presented by
Workshop 5 Web Publishing In a Data-Driven World To survive and thrive in today's data-driven media markets, leading content and commerce publishers are taking aggressive steps to make the most of their first-party audience assets. An audience-aware product strategy is central to creating new ad products, tapping new verticals, and driving user engagement and response, but putting first-party data to work in programmatic channels no longer has to expose valuable assets—data-safe RTB is now a reality. Hear from experts across the industry as they unpack data opportunities and uncover secrets to success.
Jennifer Betka, Senior Vice President, Marketing, Wikia
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2:45 PM - 3:15 PM |
This Is Not A Pipe R/GA Global Chief Creative Officer Nick Law examines how technological changes are affecting agencies, publishers, creatives and brands, calling into question the very definition of advertising itself.
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3:15 PM - 4:00 PM |
Meet the Exhibitors—Networking Refreshment Break Network, recharge, and caffeinate at the MIXX Expo
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MIXX Marketplace Conversations – A Town Hall Experience The best conversations at conferences typically happen in hallways and over cocktails when attendees engage one another in spirited discussion and debate. IAB Marketplace Conversations tap into this energy by creating interactive town halls focused on hot topics in digital marketing and media. Facilitated by an industry leader, each session is an open forum to share challenges, collaborate on solutions, find inspiration and ideas, and make contacts that translate into business solutions.
Next Evolution of Programmatic Buying Programmatic buying has transformed the marketing ecosystem by allowing for increased efficiency, more precise targeting, and real-time optimization. There are, however, challenges around this growing technology. Discussion points include:
Facilitators
Sponsored by
Monetizing Mobile Audiences: Can We Unlock Big Budgets? Audiences are increasing moving seamlessly from screen to screen, device to device, platform to platform. There is obvious value in targeting and engaging this untethered consumer—how can publishers overcome challenges to fully monetize a mobile audience? Discussion points include:
Facilitator
Sponsored by
Data-Powered Decisions: Marrying Art and Science in Marketing? “Data, data everywhere” is the current mantra in digital marketing and media. But how can brands wade through a marketplace drowning in data to find real value—to make informed decisions, power innovation and spark creative solutions to marketing challenges? Discussion points include:
Facilitator
Sponsored by
Native Advertising: The Wave of the Future? Companies like Twitter, Facebook, and YouTube are experimenting with ad formats that fit within a publisher’s site or platform and are designed to complement rather than interrupt the user experience. This “native advertising” ostensibly enables advertisers to connect original content with consumers in a way that fits organically into today's social, connected web experience. Is this the wave of the future or simply another wave of advertorials from days gone by? Discussion points include:
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5:00 PM - 6:00 PM |
Networking Reception
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8:00 AM |
Registration Opens |
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8:00 AM - 9:00 AM |
Meet the Exhibitors—Networking Breakfast Network and caffeinate at the MIXX Expo
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9:00 AM - 9:30 AM |
The Case for Viewability If a tree falls in the woods without a person to hear it, does it make a sound? The Chairman of the IAB Board of Directors ponders this question in relation to the business of digital advertising.
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9:30 AM - 10:00 AM |
MasterCard’s Priceless Creativity Experience how a creative marketing campaign makes an impact across global and regional multimedia channels, for a worldwide network that processes more than 23 billion transactions a year.
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10:00 AM - 10:15 AM |
Harnessing the Collective Conversation: The Power of Being a Real-Time Brand With hundreds of millions of people now connected through platforms that facilitate real-time communication, the way we live and do business is changing in fundamental, and sometimes, unexpected ways. From the Arab Spring of 2011 to the 2012 London Olympics, this real-time era is having a dramatic impact not only on how people communicate and interact, but on the way media organizations and individual people discover, consume, and share information as world events unfold. In this session, hear from Twitter’s Vice President of Global Brand Strategy, Joel Lunenfeld, on how brands can interact and participate in cultural events by creating engaging content that connects with consumers in a completely personal way. Hear how “planning for real-time” can inform—and transform—the process through which campaigns are crafted both online and offline.
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10:15 AM - 10:30 AM |
Tumblr: Where Technology and Creativity Meet...and Reblog Each Other Rick Webb, Consultant at Tumblr, Co-Founder of the Barbarian Group, and Owner of the Archenemy Record Company, explores the real-time impact of the content and connections that propel Tumblr, and what they mean for brands. This vignette will show tumblr as a place where conversations, connections, and creativity collide. (Featuring Actual Collisions!)
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10:30 AM - 11:15 AM |
Meet the Exhibitors—Networking Refreshment Break Network, recharge, and caffeinate at the MIXX Expo
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11:15 AM - 12:15 PM |
The Digital Election: How the Internet Will Decide the Presidency We’re in the midst of a tentpole election year, where the social web impacts not just how candidates broadcast messages, but also effects the allocation of human and financial resources into the new media-mix. This landmark session features the smartest minds in media and politics, evaluating the impact of digital in the electoral process, future trends, and lessons learned from real-life episodes involving candidates and lawmakers, and their sometimes notorious social web experiences. Listen in on a special roundtable focused on social networking and its role in the Presidential election.
During the session, MIXX attendees will hear Contee, Hughes, Marshall and Ruffini discuss and evaluate the impact of digital and social media in the electoral process, future trends, and lessons learned from real-life episodes involving candidates and lawmakers and their sometimes notorious social network experiences. |
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12:15 PM - 12:45 PM |
The Only Way to be Creative Is to be Mobile The latest mobile phones offer the ability to deliver a multisensory, immersive experience, involving video, animation, sound, vibration, tapping, swiping, and pinching—like no other device can offer. What does it really mean to be “mobile-first?” As the mobile device becomes the central controller of consumer life we need to understand this behavioral change to drive industry creativity.
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1:00 PM - 1:30 PM |
Workshops |
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Workshop 1 Multiscreen Advertising Works: Case Studies in TV and Digital Marketers are achieving extraordinary results by complementing TV campaigns with groundbreaking digital advertising. Using TV viewing data from digital set-top-boxes, interactive campaigns can be targeted to audiences based on which TV campaigns they viewed. Understand how multiscreen measurement panels prove that this approach produces results that are dramatically better than either medium used in isolation—and how marketers can even control the outcome. Justin Evans, Senior Vice President, Emerging Media, Collective
Presented by
Workshop 2 Data-Driven Display vs. Direct Selling: A False Dichotomy? Today, the phrase “data-driven” is most commonly associated with programmatic buying. Increasingly, the industry has focused on the potential shift of brand advertising and premium inventory to real-time bidding (RTB) platforms. But, must data-driven precision and direct sales be mutually exclusive? This session uncovers the potential of real-time data to transform direct media buying and selling. Learn how integrating large data sets, sophisticated modeling techniques, and real-time time audience visibility into the direct sales process creates more value and greater insight for both advertisers and publishers. Matt Clark, Head, Publisher Sales, Quantcast
Presented by
Workshop 3
TecHispanics Fifty two million Hispanics currently represent nearly 17 percent of the U.S. population. Once considered a niche market, Hispanics have become one of the biggest growth opportunities for savvy marketers. In the tech space, Hispanics are more likely to embrace mobile, social, and digital video, than other consumer segments. This session highlights new Hispanic millennial research and offers insight on how to engage the growing audience in culturally relevant ways to create your own big bang. Charlie Echeverry, Executive Vice President, Sales, Univision Interactive Media
Presented by
Workshop 4 The Mobile Shift: How to Connect with Mobile Consumers and Get It Right the First Time The advertising industry is at a crossroads. Mobile is changing transactions by connecting what’s in consumer’s heads to what’s in their hands—enabling instant access to anything, anywhere—allowing brands to reach audiences 24/7, across platforms, to influence decisions and purchasing behaviors. This session discusses the findings of a recent study evaluating the expanding state of mobile by exploring how leading brands can successfully engage the mobile consumer, with proven results from those who are getting mobile right.
Daniel Pfeiffer, Vice President, Marketing, FunMobility
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1:30 PM - 2:30 PM |
Networking Luncheon
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2:30 PM - 3:00 PM |
Workshops |
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A series of workshops focused on major IAB initiatives and how they can help you accomplish your marketing objectives.
Workshop 1 Unlocking the Power of Mobile—Research, Data and Insights The Mobile Marketing Center of Excellence presents an overview of the “best of” data and research released in 2012 with new insights and information that help advertisers and publishers unlock the power of mobile marketing. Anna Bager, Vice President and General Manager, IAB Mobile Marketing Center of Excellence
Workshop 2 Reinventing the Creative Canvas—A Deep Dive into the IAB Rising Stars The IAB “Rising Stars” ad formats are bringing big, bold story-telling potential to digital display, mobile, and video environments, and showing up as RFP requirements from marketers and agencies. Learn how publishers are selling the new Rising Stars, how brands/agencies are building & executing them, and the new research results on user engagement that are driving clients’ enthusiasm. Peter Minnium, Head of Brand Initiatives, IAB
Workshop 3 Getting the Most From the IAB—Opportunities for Brands, Agencies and Publishers Regardless of your role in the industry the IAB has resources that can help position your for success. This series of mini-presentations covering digital media certification, Making Measurement Make Sense, and Public Policy will quickly show how attendees how to tap into the benefits of the IAB.
Michael Theodore, Vice President, Training and Development, IAB
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3:15 PM - 3:45 PM |
When the Irresistible Force of Technology Meets the Immovable Object of Brand - Paradox, Big Bang or Non-Start? When it first emerged, programmatic buying promised to transform how digital media was bought and sold. Its ability to deliver precise connections, scale, and efficiency attracted performance marketers, but the value to brand campaigns was less clear. As technologies evolve to better target and engage audiences and measure campaign effectiveness, brands are beginning to embrace the programmatic trend and funnel more dollars into online spend. However, some publishers equate programmatic with the loss of advertiser connections and the death of premium inventory. To confront key questions: Can the whole industry benefit from this transformation? How should publishers and advertisers work together in this new world order? Explore these tensions with senior brand marketers and their publishing partners, taking this debate out of back rooms and onto the big stage.
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3:45 PM - 4:30 PM |
Marc Andreessen and Sheryl Sandberg Interviewed by Charlie Rose Marc Andreessen, Co-Founder and General Partner of venture capital firm Andreessen Horowitz, pioneered a software category used by more than a billion people when he co-created the Mosaic Internet browser and co-founded netscape. Facebook Chief Operating Officer Sheryl Sandberg is one of the leading voices in the digital marketplace—driving sales, marketing, and business development for the world’s largest social network. Emmy-winning Journalist Charlie Rose engages these two visionaries on the collision of technology and creativity, which defines the new media ecosystem.
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4:30 PM - 5:30 PM |
Networking Reception
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7:30 PM - 11:00 PM |
MIXX Awards Gala (separate registration required) |
