Los Angeles Roundtable

Feb 26, 2014 / 1:30 PM - 7 PM / SLS Hotel Beverly Hills

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2:00 pm - 2:15 pm

Martha Stewart Goes Paid, Owned, Earned with Video

Jordan Berg of Questus will share how Martha Stewart and her new line of Home Office products uses video to bring the audience closer to the brand and ultimately drives purchase. We will explore the opportunities and obstacles of working with a celebrity, video strategy and uses across her paid, owned and earned channels.

2:15 pm - 2:30 pm

Initiative – Dr. Pepper Case Study

The primary objective of the Dr Pepper campaign was to develop an engaging, multi-platform campaign highlighting Dr Pepper’s 23 flavors, “One-of-a-Kind” taste experience with our target’s unique musical tastes. The big idea was developed knowing that music as a platform for self-expression, could really deliver the “One-of-a-Kind” brand message through original content and experiences. Targeted to Millennials, the campaign included touch points across digital, mobile, print and experiential.

Leveraging our Millennial’s passion point of music through the voice of Complex Media Dr Pepper embarked on a 23 city tour that would infuse the brand into key music festivals while capturing artists to develop 23 pieces of original branded content that would showcase artist individuality and originality, always reinforcing the “One-of-a-Kind” message.

2:30 pm - 3:30 pm

Group-Wide Discussion: Creating Better Partnerships by Focusing on Client Objectives

This conversation will focus on how agency and media partners can help clients succeed and stay grounded during an accelerating period of media transformation and fragmentation. We’ll explore topics such as evaluating and prioritizing objectives, client education, leadership related to media efficacy and how vendors and agencies can be better partners by aligning to solve client marketing problems.

3:30 pm - 4:00 pm

Stop Treating YouTube as your Content Dumping Ground

Smart brands are realizing the immense power of You Tube to reach and engage with their fans. They’re learning that succeeding on You Tube means seeing it more than a repository for your TV spots and trailers or a place to throw 2ndrate TV content. Succeeding on You Tube means seeing it as dynamic video based social media channel – a KEY platform that needs to be programmed as though it was a 24/7 on demand channel about your brand. Key questions we’ll discuss:
-Subs vs. views – which is on top?
-What’s the value of a sub? A view?
-Asset diversification is not just for your finances. Smart YT channel as a “PORTFOLIO OF DIVERSIFIED ASSETS”
-What content types should I create?
-YouTube format and your brand – the odd couple that can get along
-From re-purposing to original creation. It’s time you create content FOR You Tube
-You Tube stars vs. Hollywood stars – guess which gets better ROI?

4:00 pm - 5:00 pm

Group-Wide Discussion: Challenges in Targeting

With comScore announcing that they will no longer be providing demo breakdown information on kids, deeper COPPA regulations and lack of syndicated research – it has left marketers/advertisers scratching their heads about what to do. Agencies may have come up with their methods/partners to help alleviate this but many are still waiting to hear whats next from the big boys of Nielsen and comScore. As more kids move to different platforms and time shifts, marketers are looking to adapt and innovate in the space.

5:00 pm - 5:30 pm

How Data and Analytics Will Impact Big Television Networks

Much of what digital has been doing is now translating to television, and that doesn’t necessarily mean programmatic or other hot terms of the week. Television is now learning how to target more efficiently and provide stronger measurement to marketers as we enable them to better understand their campaign’s full impact. During this presentation, Dan Riess, senior vice president of integrated marketing and Dan Aversano, vice president of research, both within Turner Entertainment Ad Sales (TBS/TNT) will share with attendees some recent case studies which have taken the industry to a deeper dive at evaluating that impact, while encouraging a conversation among the group about proper ROI measurement.

SLS Hotel Beverly Hills

465 S. La Cienega Blvd.
Los Angeles, CA

The Garden Terrace

Ideally situated at the crossroads of Beverly Hills and Los Angeles, the SLS Hotel is a landmark of sleek sophistication, just steps from The Beverly Center, the sparkling storefronts of Rodeo Drive, and favorite celebrity haunts.