Orlando Summit

Mar 16 - 18, 2014 / Omni Orlando Resort at ChampionsGate

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What is engagement worth, and how do I measure my efforts?

Marketers are asking fundamental questions about how and where consumers will be watching video content and what type of content will perform positively for their brand. At this summit we will address everything from friction in media buying to the blurring of TV and digital, giving marketers a better understanding of the relative value of media.

The Orlando Summit will bring together 200 senior executives across brands and agencies; TV and digital; broadcast networks and service providers in a meaningful way to advance the business of the video advertising. As an industry we are at a crossroads; never have there been greater opportunities for brands to engage with consumers nor as fractured a media marketplace.

- The Venue -

8:00 am - 9:00 am

Sponsor Presentation & Breakfast (Brand and Agency Attendees Only)

Closed door presentations from major broadcast networks, online publishers and digital service providers exclusive to brand and agency attendees. Hear case studies, exclusive research, early industry announcements and a look into the latest multi-screen approaches by today’s leading media companies.

8:00 am - 9:00 am

Service Provider Breakfast

9:30 am - 9:55 am

The New Video Toolbox: Making TV Advertising Even More Powerful

Armed with new media channels, data, and technology Kris Magel will share how marketers will not only survive but thrive in the modern Videonomic landscape. As a lifelong TV buyer, Kris is no stranger to the power of video advertising or today’s challenges: TV usage falling while prices climb, the rise of DVR viewing, cross screen consumption exploding while younger audiences fragment.

Amongst the many evolutions that Kris will discuss:

The transition to viewing video wholistically including: traditional TV, on-demand across all screens, digital, cinema and place-based

A more competitive landscape: adding high quality impressions at efficient prices to the TV marketplace
Greater use of data and technology to deliver efficient, incremental reach and attention to every ad
The influx of high quality original programming, distributed across more players and platforms, ultimately resulting in more choice and greater efficiency for advertisers

9:55 am - 10:30 am

Fireside Chat: Bringing Online Targeting to Television

Dave Morgan is no stranger to targeting at scale. As the founder of TACODA, an online behavioral targeting company that was acquired by AOL and Real Media, one of the world’s first ad serving and online ad network companies Dave had many times over pioneered a new breed of targeting tools.

As CEO and founder of Simulmedia he is applying data and targeting technologies used in online advertising to TV advertising. Their goal: to help advertisers reach specific audiences more efficiently and for broadcasters to better monetize under-appreciated inventory.

The race to bring programmatic buying and selling practices to TV has had its challenges. The practicalities of technology, access to inventory, and changing how agencies buy are large hurdles. In this candid conversation find how how Dave sees the industry progressing towards a TV marketplace with the power of online technology.

10:30 am - 11:10 am

Using Big Data to Uncover Opportunities in a Fragmented Marketplace

Cathy Hetzel will lead an interactive session to discuss how “Big Data” is being used to develop census based demographics to tie “audiences” together on every platform. She will set the stage with an overview of how Rentrak is using set top box data merged with other big databases to identify audiences on every platform based on consumer purchasing habits. The audience will be asked to participate in frank discussion about the opportunities and challenges presented by her recommended approach.

11:10 am - 11:35 am

Video Secrets: Why Place-Based Video is Your Next Big Win

Barry Frey, ‎President and CEO at Digital Place-based Advertising Association and Ray Rotolo, Chief Operating Officer, Posterscope USA will discuss how Digital Place Based Advertising has become very attractive to marketers in today’s media ecosystem. With video viewing and the consumer now being untethered from the traditional home environments, this ad form connects consumers back to video advertising while they are on the go. They will discuss how this ad form brings the best of digital and video opportunities to advertisers and their agencies.

Additionally, we will see the emerging trend amongst media agencies to take a video holistic approach to planning and buying all video together in one consideration set. Barry will illustrate the industry’s “Video Everywhere” marketing campaign and both will illustrate some examples of best practices for advertisers.

11:35 am - 11:50 am

SONY Be Moved: Multiple Divisions – One Voice

Sony has embraced video and no where can this be better seen than in its “One Sony” corporate philosophy. Spanning all sister companies (Sony Electronics, Sony Computer Entertainment, Sony Pictures Entertainment, Sony Music and Sony Mobile) and running across broadcast and digital, the campaign highlights the contributions Sony has made to challenging the status quo.

The campaign debuted on the Golden Globes and has run across digital partners including YouTube, Twitter, Gawker and Buzzfeed. In total the campaign is expected to reach over 1.5 billion advertising impressions.

Find out how a brand as large & diverse as Sony conceives and executes such a complex campaign as well as why video was so central to narrating the One Sony story.

11:50 am - 12:05 pm

Showcase of Premium Scale: Yahoo

Scale and scope of online original content has opened up new cost effective avenues to reach and interact with consumers. With the evolution of this content there are no rules; giving brands deeper opportunities for product integrations, and more access to both talent and storyline creation. This synergy is creating better value for brands and a more natural experience for audiences. With publishers investing in original programing like never before its time we put a spotlight on these opportunities.

12:15 pm - 1:15 pm

Roundtable @ The Summit

Room A

Challenges and Opportunities in Content Creation

Agencies, marketers and publishers are rapidly incorporating new production technologies that are helping them expand their creativity and capacity to produce content at volume with and without moderation. New creative communities have risen to the point where many of the world’s largest brands and agencies are using them regularly for broadcast, social, influencer, short form, and web content. These two simultaneous trends (empowered agencies and collaborative online tools and workforces) are converging, collaborating, and combining to form new methodologies that are delivering more control, more authentic creativity, and true mass production capacity – or so we think!

In Roundtable conversation we’ll hear from executives who will talk about some of their video content creation challenges, how they overcame them, and then discuss as a group how everyone is addressing the need for more and more quality video content.

Room B

How do you Maximize Video Measurement

This conversation will focus on what brand clients would like to see from the measurement side of video in order for them to feel comfortable that video is truly driving their business strategy and goals. We will explore both the brand and direct response side and focus in on proving overall impact vs. just digital measures. What do they want to see their partners focus on? How do they view audience guarantee’s? How do you show the impact on brand metrics?

Room C

How Brands & Media Companies Can Thrive in the World of Programmatic

With the rising import of 1st party data to tie together online and offline behavior more and more brands are using and building DMPs. This reliance on 1st party data is opening the gates to more programmatic buying and dramatically increasing the effectiveness of targeting. But this only complicates relationships with premium publishers who need to monetize the expense of content. In this open conversation we’ll be discussing how these different groups can establish an eco system that works for all.

7:30 pm - 9:30 pm


8:00 am - 9:00 am

Sponsor Presentation & Breakfast (Brand and Agency Attendees Only)

Closed door presentations from major broadcast networks, online publishers and digital service providers exclusive to brand and agency attendees. Hear case studies, exclusive research, early industry announcements and a look into the latest multi-screen approaches by today’s leading media companies.

8:00 am - 9:00 am

Service Provider Breakfast

10:10 am - 10:30 am

Agency Brainstorm: New Approaches to Digital Video

Brands need to rethink the way TV and digital strategies are developed. Consumers interact with brands across multiple devices, a transaction that begins on mobile can end on the desktop or the store aisle. The most successful campaigns transition between platforms seamlessly.

10:30 am - 10:45 am

Showcase of Premium Scale: Hulu

Premium online video platforms have created a whole new set of advertising opportunities for agencies and marketers. In this session, Hulu’s Director of East Coast Sales will discuss how Hulu has paved the way for innovative digital advertising formats, as well as the most effective ways to keep consumers engaged in the digital space.

11:00 am - 12:10 pm

Town Hall Discussion: A Solution to Fragmented Video Measurement

Fragmentation is making the marketplace more difficult for buyers and sellers alike. Join ABC’s Adam Gerber as he maps out a new measurement solution. As a quick preview, Adam sees three distinct marketplaces emerging. Starting from this premise we’ll conduct a town hall discussion across all in attendance

12:10 pm - 12:30 pm

IPG Media Lab Research: Do Multiscreen Ads Increase Consumer Purchase Intent?

The Challenge: Drive intent for L’Oreal’s consumers to purchase its hydrating hair care system.

The Plan of Attack: Through the Collective TV Accelerator multi-screen solution, L’Oréal and the IPG Media Lab explored how consumers were viewing information to determine best ways to reach individuals.

Findings: Multi-screen advertising increases purchase intent for CPG brands: proven in both a closed lab environment and a real-world campaign.

12:30 pm - 1:30 pm


1:30 pm - 1:45 pm

Sit Back and Engage: Connected TV Best Practices from Yume, Magid and Razorfish

YuMe, Frank N. Magid Associates, Inc. and Razorfish, conducted a connected TV (CTV) media clinic in Santa Monica, CA to explore consumer reactions to different ad creatives on this emerging digital screen. The question many media planners have been asking is whether the connected TV is more like a TV or a PC from an advertising perspective. In this research, we distill a set of CTV advertising best practices to leverage both the lean back branding opportunity of the big screen in the living room and the engaging elements of this interactive device… Get ready to sit back and engage.

1:45 pm - 2:00 pm

Brands and Bands Go Mobile: VEVO

As viewers shift from desktop viewing to mobile/tablet and TV apps, what are companies like Vevo doing to showcase music videos and introduce original programming on other screens? What are the opportunities for brands?

2:00 pm - 2:30 pm

Secrets of Targeting TV Viewers

Through programmatic TV buying, marketers and agencies can easily plan, optimize, and report daily on audience-based TV buys using automated platforms. Audience buying on TV has opened more doors than we expected—exposing new insights, discovering audiences in unexpected places, and connecting digital and TV campaigns. It has also challenged some of the conventional wisdom about our audiences and their TV viewership. Join AudienceXpress and IPG/Magna Global for an in-depth discussion of programmatic TV as it is today, and how advertisers are finding new TV audiences in surprising places.

2:30 pm - 3:15 pm

Fireside Chat: How CBS is Bringing New ROI to Advertisers

In this candid discussion with Initiative’s Kris Magel, David will share how he (and CBS) are working with advertisers to make a more effective use of TV and to directly show ROI on that effectiveness. We’ll hear how media companies are working to better understand consumer behavior and provide advertisers with insights to better reach their target audiences.

CBS’s David Poltrack is one of the most respected executives in media. He is no stranger to the world of Videonomics: Poltrack oversees all research operations at CBS encompassing audience measurement, market research, program testing, advertising research, and monitoring of the national and international video marketplace.

But the 40 year veteran has not rested on his laurels; CBS has brought new measurement and research abilities to create more comprehensive evaluation tools for its media. This can be seen in CBS’s January deal with Rentrak which aims to combine viewing data with product purchase data.

Omni Orlando Resort at ChampionsGate

1500 Masters Blvd
ChampionsGate, Florida

One ticket to paradise, please.

Surrounded by 36 holes of championship Orlando golf, the Leadbetter Golf Academy World Headquarters, and 15 acres of recreation, this four-diamond resort is one of the nation's premier golf, meeting, and leisure retreats. In addition to walk-out golf, guests may choose to relax in the signature Mokara spa, dine in one of the five restaurants, or enjoy 15 acres of pools and recreation activities including the 850-foot lazy river.