San Francisco Roundtable

Apr 26, 2012 / 1:30 PM - 8 PM / Westin St. Francis

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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.”

- The Venue -

2:30 pm - 2:40 pm

Opening Remarks

3:10 pm - 3:40 pm

Cisco Case Study: How a Brand Produces 1000+ Videos a Year

With 84% of the US market viewing online video on a weekly basis, successful brands must fine-tune their video strategy to adjust to the changing market. With the right approach, video can raise brand awareness and inform customers about products — on target and on budget. In this session, Leslie will share some of the fundamentals around online B2B video marketing, including how to get the most exposure for your video, how to use video to move the customer through the sales funnel, and how to prepare your videos for a global audience. We’ll review case studies from the over 1,000 videos Cisco produces each year, and see how Cisco uses video not only as an indicator of where the viewer is in the sales funnel, but also to enable their sales process.

3:40 pm - 4:10 pm

From Preroll To Facebook: How Video is Dominating The Digital Experience

Video is playing an increasing role in the digital domain for advertisers. New platforms such as Stargreetz and ThisMoment are enabling everything from interactive video to personalized experiences. We will explore how work from Suzuki, General Mills and The Naked Brand are integrating across channels and creating deep connections with their customers.

4:10 pm - 4:30 pm


4:30 pm - 5:00 pm

Transmedia Storytelling – Telling Stories In a World of Infinite Media Options

In recent years we’ve seen dramatic changes in the media landscape and the way that people consume and share news and information. For companies and brands, this has profound implications. New channels, new tools, new approaches to video and visual storytelling…and new rules of engagement. It means that we have to find entirely new ways to tell our stories. We will discuss storytelling through the eyes of Edelman and our clients.

5:00 pm - 5:30 pm

Start-Up Showcase

Be among the first to hear from exciting early stage start-ups. Presented by DMR Partners, three start-ups will have ten minutes each to tell their story and then answer questions from marketing executives. This session will provide detail on actionable ways for marketers to take advantage of new opportunities in video. Who knows, you may just find your next marketing partner…

5:30 pm - 6:30 pm


1:30 pm - 2:30 pm

Opening Networking & Registration

2:40 pm - 3:10 pm

Using Common Metrics to Improve Planning in Online Video

According to a recent “State of the Industry Survey” by Digiday and, an increasing number of advertisers and their agencies believe that TV and online video should be better aligned, and in fact are already planning their TV and online video buys together. But because of the many different metrics produced by each medium, buyers struggle to find a common yardstick to measure and evaluate performance. In this session we will look at these challenges and discuss how new capabilities can reduce friction in the planning process and provide what the planner needs most: apples- to-apples comparability between media opportunities in terms of audience reach and advertising effectiveness.

Westin St. Francis

335 Powell Street
San Francisco, CA

More Than Just a Hotel

The Westin St. Francis on Union Square has been a celebrated destination since 1904. The historic Magneta Grandfather Clock located in our landmark lobby has been a popular gathering spot for generations of travelers, white marble columns, ornate balconies and intricate woodwork transport guests back to the elegance of yesteryear. Discover the allure of the city's most charismatic and vital setting offering the grandeur of the past, coupled with contemporary luxury and style.