How can TV and Digital come together to improve video marketing?
Between conversations with senior marketing executives, an in-depth look at how marketers are finding success with mobile video, and case studies on integrated marketing followed by a lively discussion on how to make integrated work better for marketers and media companies, the Roundtable will make for a powerful afternoon.
Video marketing is fractured with clear lines of separation in most marketing organizations between TV and Digital. We have created the only industry forum that brings together leaders from both sides of the spectrum. The Videonomics Roundtable is a half-day event designed to engage marketers with in-depth discussions on the dynamics of video, media, and marketing. Senior brand and agency executives will gather in one of the top media markets for an afternoon of keynotes, case studies, research, integration techniques, peer-to-peer discussions, and networking sessions.
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.”
- Speakers -
- The Venue -
2:00 pm - 2:20 pm
Marketer Case Study
2:20 pm - 2:50 pm
Blurred Lines: Creating Branded Content That Works
Finding the best way to communicate with your target consumer is one part art and one part science. As an emphasis on cross-screen viewing and digital has become a core part of brand communications, the lines between ads and content have blurred. Google and IPG Media Lab partnered to understand consumer perceptions and effectiveness of branded content and video advertising.
2:50 pm - 3:50 pm
Facebook vs. YouTube: Leveraging Giants to Reach your Target Audience
Video viewers are flocking to YouTube and Facebook like never before. Regardless of who is the bigger giant at any given moment, these massive sites both require an understanding of their respective strengths and weaknesses. What are the implications of how users are using each site? Are these completely different types of user experiences? What are the differences in demographics?
In previous Roundtables, we learned the perils of using YouTube as a dumping ground. This time around we’ll be looking at how to take advantage of two massive platforms for distributing your video, focusing on how they compare and contrast.
3:50 pm - 4:05 pm
4:05 pm - 4:30 pm
From appointment viewing to on-demand video: the data opportunities beyond targeting
Data is not a new marketing challenge but it has presented marketers with the need to rapidly adjust from digital efforts all the way through to linear television. While marketers are investing heavily in upgrading their data capabilities, consumers have seemingly migrated far quicker to the always-on, channel agnostic existence we're enjoying today. This is especially apparent in video - whether we're talking about premium cable long-form content with hefty production budgets or user-generated short-form that doesn't require much beyond a smartphone and a selfie stick. It's not simply a technology issue - but one of people and process, too. As data transitions from a campaign tactic to a fully fledged discipline, this session looks at what the data stack of the future should look like, what are the skills out teams will need to support it and how do we need to evolve the way media is transacted to truly take advantage of the promise of being able to deliver the right message to the right person at the right time on the right medium.
4:30 pm - 5:30 pm
The Agency’s Changing Role in the New Data Paradigm
Brands are taking a more active role in their own data, and it is changing the brand/client relationship. These effects can be seen in media buying as well as in brand direct contracts with technology vendors - especially in the DMP category. Just last month, GroupM’s Chairman Irwin Gotlieb went so far as to say the term “agent” no longer applies to media buyers.
But what does this mean for the client/agency relationship? Brands are struggling to take advantage of the fragmented media landscape, and marketers are under increased pressure to reach consumers with message personalization. Brands are also demanding transparency on buying to have a clearer view of the best performing outlets and brand safety. But few (if any) brands can do this all on their own.
So what does the modern client/agency relationship look like? How are agencies leveraging their own data with 3rd party relationships? How are they bringing scale and cross vertical knowledge to the market that brands can’t get on their own?
Join your peers in a candid discussion about relationships in the data age.
5:30 pm - 7:00 pm
Le Parker Méridien
119 West 56th Street
New York, NY
Uptown. Not Uptight.
Situated in the heart of New York City, Le Parker Méridien New York is just steps away from Fifth Avenue shopping, Central Park, and Broadway theatres. Some of the best sites of the city are just minutes away, including Carnegie Hall, Madison Avenue, and Rockefeller Center.
Mixing contemporary culture with its European heritage, Le Méridien creates a culturally refined, meaningful and stimulating atmosphere which inspires participants to celebrate the beauty of a moment and the possibilities for insight that live within common occurrences.