What's the Most Accurate Way to Attribute Sales to Video?
As cross screen video proliferates, attribution modeling becomes more critical to marketers’ success. But how realistic is it to connect spend to sales? The rise of attribution modeling brings massive new challenges including integrating 1st and 3rd party data, connecting that data to off and online sales systems.
Videonomics is a series of marketing summits, of which David Cohen, UM; Maureen Bosetti, ZenithOptimedia; and a number of other media leaders serve on the board. The NYC Roundtable will bring together 40 top brand marketers and agency execs in a meaningful way, to try and break down some of the institutional barriers that exist in video advertising today.
Board member Kris Magel, Initiative said it best, “The Videonomics topic is pretty interesting. It’s been an inflammatory issue to date, but TV and Digital executives have got to get together. The truth is that TV events have a few digital marketers and Digital events have a few TV people but there is no one place where this conversation is happening.”
Featured Topics Include:
• How to Remove the Barriers to Data Driven Buying
• Tying Video Performance to Sales
• Making Video Work in a Cookieless World
- Speakers -
- The Venue -
1:30 pm - 2:00 pm
Open Networking & Registration
2:00 pm - 2:05 pm
2:05 pm - 3:20 pm
Tying Video Performance to Sales
As cross screen video proliferates, attribution modeling becomes more critical to marketers’ success. But how realistic is it to connect spend to sales? The rise of attribution modeling brings massive new challenges including integrating 1st and 3rd party data, connecting that data to off and online sales systems…and we haven’t even tied in media buys yet!
In this session we’ll see how a category leader is tackling this challenge and then share best practices in a group discussion. We’ll talk strategic as well as tactical; like how marketers and their partners are using companies like Adometry, Alphonso, Datalogix, Samba TV, and Visual IQ (to name a few) to tie their marketing efforts to performance.
3:20 pm - 3:30 pm
3:30 pm - 4:30 pm
How to Remove the Barriers to Data Driven Buying
Marketers are shifting in droves to programmatic as it offers the ability to match customer data to media, is a more efficient way to buy, and allows real time decision making. The benefits are obvious; however, the world is not built for data driven buying…yet. How do we make linear television work in a programmatic world? When will we have the ability to compare ROI across channels? Where will we find premium inventory at scale, integrated automation technology, and the time to educate teams? In this group wide discussion we’ll narrow down the many challenges to the next steps the industry can take to remove barriers that impede data driven buying.
4:30 pm - 5:30 pm
Making Video Work in a Cookieless World
Privacy concerns, self regulation and multi-screen usage mean tracking consumers is difficult at best. As the industry transitions from a cookie based world what are the work arounds? How are the Facebook and Google’s persistent cross device log-ins creating new opportunities…and new walled gardens? What about new entrants like Adobe/Nielsen’s DCR. In this session we will discuss life in the absence of the almighty cookie.
5:30 pm - 7:00 pm
371 7th Avenue (at 31st Street)
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