Santa Barbara Summit

Oct 12 - 14, 2014 / The Ritz-Carlton Bacara

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Balancing Video Investments in a Multi-Screen World

There has been a perfect storm brewing in the video world for years, and now, its power is being fully unleashed! The proliferation of high-speed Internet, social media, video sharing, mobile screens and time-shifted programming is all colliding, twisting and intertwining.

- The Venue -

3:00 pm - 7:00 pm

Mobile Video Roundtable @ The Summit (Brands & Agencies Only)

Dive deep into mobile video in this pre-summit afternoon session. We’re bringing together brands and agency attendees to talk candidly about major challenges and share best practices in a safe, closed door environment. Want to know what it is like to work with a vendor? Need a recommendation? Challenged with cross screen measurement? Here’s your opportunity to discuss with your peers in a moderated environment.

Mobile Video Reception (Brands & Agencies Only)

Mobile Roundtable @ the Summit Sponsor Presentation


Room Wide Discussion: Mobile Video

Consumer behavior is forcing marketers to re-evaluate their media strategies to ensure that their brand reaches consumers in a platform agnostic way. This rapidly changing landscape ignites a number of questions – How does mobile video fit in the existing media economy? What types of inventory exist and is there scale? Who are the major players in the field? Wo should you be working with? What about the smaller, disruptive technologies? What opportunities are exclusive to Mobile and what challenges are holding brands back? How can Mobile help amplify a TV buy?

What is the Big Deal About Mobile Video Advertising?

Mobile has given brands the ability to interact and influence consumers in places that were previously dark to marketers. From retail locations to car lots, the couch to the kitchen, brands are now able to target and influence consumers across the shopper journey in more ways than ever before. Better yet, this trend is only going to intensify.

In this session, Ansible’s (IPG Mediabrands) Maile Krauss shares what the next 2-3 years in mobile video will bring for advertisers, technologies she has a keen eye on and what is actually possible today. Through case studies demonstrating mobile’s ability to bring content to everyone, everywhere, this session will demonstrate how you too can continue to harness the power of mobile.

Consumer State of the Art: Mobile Video

Join Dr. Jeffrey Cole as he kicks off our mobile video day; level setting the group on one of the largest growth areas in advertising. Dr. Cole will give the group context on how consumers are using mobile video, how it affects conventional television and emerging trends to plan for when reaching today’s (and tomorrow’s) audience.

7:00 pm - 9:30 pm

Opening Reception

7:15 am - 8:30 am

Videonomics 5K Challenge – Video’s at a Crossroad, Let’s Cross that Finish Line Together

Network and compete with your peers in this fun 5k run/walk along the beautiful Santa Barbara coastline.

8:00 am - 9:15 am

Pancake Breakfast

Following the 5k run/walk, attendees will be gather for a full breakfast along the beautiful cliffs of Santa Barbara.

10:20 am - 11:00 am

Fireside Chat with Target’s Kristi Argyilan

Kristi Argyilan is a 20 year media pro who has been on the leading edge of innova- tion. In June of this year, she left a 20 year agency career to take on this global role for Target. In her most recent position, President, MAGNA Global NA, she was in large part responsible for their aggressive embracing of programatic/automation. Now, Kristi has responsibility for integrating PR, Channel Marketing, Paid, owned & earned media. She will be challenged to integrate various marketing disciplines to deliver greater results for Target than ever before. How will she manage that?

11:00 am - 12:00 pm

Town Hall: Becoming a Better Content Producer

Content creation can be daunting for brands. Determining what kind of content to create, how to distribute it and how to measure ROI are not small tasks. In this town hall session, Brent Poer, President and Executive Creative Director of Starcom MediaVest Group’s branded content division, LiquidThread, leads a discussion on best practices in content creation and shares some recent case studies for SMG’s clients including Covergirl, Pedigree and Mondelez.

There’s a new creativity on the horizon – utilizing data, mobile, social and story-building to innovate the ways we connect consumers to brands. Content can mean a lot of things but great content strategy comes from understanding an opportunity and marrying it to great work. Content creators need to become better at this and need to develop and rely upon strong client relationships to push boundaries and to be as brave as possible. For example, in its work for Covergirl, LiquidThread was able to develop a strategy that resulted in new business models for the film “Catching Fire.”

This wide-ranging and provocative discussion will touch upon what’s next for content and how we’ll get there.

12:00 pm - 12:30 pm

Vizio Does #SlamDunkPoetry

Just when you thought you’d seen everything, LA Clippers’ forward Blake Griffin does slam poetry. To drive brand affinity and awareness, VIZIO and creative agency David and Goliath, teamed up, together with notable athletic figure and VIZIO brand ambassador Blake Griffin, to showcase the brand’s “Beautifully Simple” mantra in a comedic way by leveraging the power of video to drive social conversation. Get the ins and outs of this personality driven campaign.

12:30 pm - 1:30 pm

Sponsor Presentation & Lunch (Mandatory for Brands & Agencies)

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.

12:30 pm - 1:30 pm

Seller Lunch

1:30 pm - 3:00 pm

Roundtables @ The Summit

Room A

Creating Brand Journalism Through Listening

As consumers are becoming more and more vocal in what type of information they want to consume, brand journalism has given marketers the opportunity to address the needs of their consumers directly. With brand journalism comes new challenges: How do you balance journalism with your brand’s marketing needs? Is there a quantitative threshold of output needed to be relevant? What level of production is cost effect yet meets your brand standards? Do you want to join a global dialogue or is top down publishing a better bet? Hear from brand marketers who are on the road to addressing these issues for their own organizations. They’ll be sharing brand journalism best practices and what they’ve learned so far.

Room B

The Creative/Media Conundrum

As multi-screen messaging has become increasingly important to reach all audience segments, advertisers and their agencies face a creative challenge. Not all creative fits or is appropriate for all screens. Advertisers have been learning that TV commercials don’t fit online or mobile. Different screens/different creative presents a steep challenge that must be met. Add to the fact that creative has a far shorter shelf life today, placing more pressure on advertisers to produce more content. Now, more than ever, media and creative must work together to maximize ROI. Throw it all together, it’s a creative conundrum that must be addressed.

Room C

The State of Media Planning & Buying

Some say that media planning is moving from art to science. Is that really the case? Does it still take knowledgeable media experts to press the buttons and interpret the data, or is it all moving to machines? Programmatic is top-of-mind for marketers who are lured by the professed efficiency it can deliver. Is programmatic the future of media buying, or is there a degree of over-enthusiasm at the moment? As many contemplate the automated state and near future of media, brands are tempted to bring this science in-house and some already have. How is that working out? Join this lively discussion as we consider the state and near future of media planning and buying in a world of DSPs, RTBs, SSPs, addressable and programmatic advertising.

3:30 pm - 5:00 pm

Recreation: Massages & Local Brew Tasting

Take an afternoon networking break poolside with the Bacara’s world renowned masseuses for 10 minute chair massages. Not decadent enough for you? The Telegraph Brew Company will be providing a selection of local beers at a tasting station. Beer not your thing? Wine will be available as well. You’ve run out of excuses…make your way to the pool for executive networking.

8:30 am - 9:30 am

Sponsor Presentation & Breakfast (Mandatory For Brands & Agencies)

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.

8:30 am - 9:30 am

Seller Breakfast

10:00 am - 10:10 am

Opening Remarks

10:10 am - 11:00 am

Fireside Chat with AOL’s Nate Hayden

It’s been an obvious focus and goal for the AOL executive team,to build a video presence that is world class and that will deliver the sort of reach and scale that adver- tisers require. And, it seems they are doing that pretty successfully. AOL is the number three online video property, only behind behemoths Google and Facebook with 67 mil- lion unique viewers. They have launched nearly 50 original series since 2011 and their show #CandidlyNicole, in its’ second season was also picked up by VH1.

To achieve this success, they are grabbing top talent, both on and off camera. Nate Hayden was brought in to take “AOL’s Emmy Nominated Original Programming Efforts To The Next Level,” according to the official announcement. Nate was most recently Vice President of Development at FremantleMedia, where he lead cable development. He has also worked as a producer and director at MTV Networks and Mark Burnett Productions.

But how will AOL define success? What makes great content, and is online content dif- ferent than TV’s? What are large online audience numbers and how will AOL invest in con- tent promotion? These are big questions AOL must answer to compete for your dollars.

11:00 am - 11:30 am

Has the Holy Grail Been Discovered?

The Reality of Addressable TV

Data and technology are driving enormous change in the structure and economics of television. True, household level addressable television advertising is a reality today, but what is working and what improvements need to made? This compelling session will take a deep-dive into real advertising case studies to expose the reality of addressable TV today, how it has performed and what happens next.

11:30 am - 11:45 am


11:45 am - 12:15 pm

Deep Dives

Room A

The Impact of Software Goes Well Beyond Automated Buying

Programmatic is a limiting word. It is known by most people to describe a way of buying media: whether that is bidded in an open exchange, a direct connection with a publisher, or reserved in advance using automated order systems. But all of these different ways of buying do not represent the true impact that software will have on the marketing function – instead, the opportunity for brands that employ software is to unify their advertising strategy and execution on a global basis. Join Chip Scovic, CRO of TubeMogul, to learn all of the areas where software will transform digital advertising and how these advancements will impact the automation of TV buying.

Room B

Re-Aggregating Today’s Viewers in a Unified Viewing World: The Challenges and Opportunities for Brands and Premium Publishers

The traditional advertising model is changing. Adoption of new devices and platforms has created fragmentation and a market that was once simple and efficient has now become complex. TV, once sold as a single audience via a single currency is today being sold to pieces of an audience via multiple screens, currencies and packages. It’s complex and inefficient. How can marketers efficiently re-aggregate their target audience and sufficiently measure reach? What are the fundamentals that matter to publishers and advertisers who need to plan and budget? What is the role of ‘programmatic’? Not all paths lead to profitable scale. A changing industry requires advertisers and operators alike to adapt to unify their strategies to align with the rapid shift to anywhere, anytime, any device viewing.

Room C

The True Value of Data & TV

Addressable advertising and data within TV remain hot topics and continue to be surrounded by buzz. What is the true value to an advertiser? As one of the few entities that work in all three, DISH has a unique perspective. We continue to have discussions internally about the economics and marketplace dynamics that will drive future business models. This session will be an interactive experience working to cut through confusion about current and future state

1:15 pm - 2:00 pm

The Blurred Lines Between Content and Advertising

With the proliferation of video many blur lines of creative and organizational boundaries. Is a piece advertising, marketing, or content? All of the above? Does brand marketing execute the story or does a specialized digital team? Brands are realizing this approach requires a defined strategic approach as well as a supportive organizational structure. And every brand is different. We’ll look at three brands (Clorox, Target, Paramount), their strategies, how they view video creative and make choices about what approach is right for their brand and how they know if their efforts are successful.

2:00 pm - 2:45 pm

Table Discussions: ADAPT is the Word

If there is one word that describes the dynamics of media and marketing today it is ADAPT. It all starts with ADAPTing media habits, attitudes and beliefs. Today, social media empowered consumers demand more from brands than being sold to. They need to be spoken with, informed and entertained.

The frenetic pace of change in the media environment demands that marketers ADAPT their thinking, strategy, resources and budgets. How are marketers and their agency partners adapting, evolving and ADAPTing?

Participants will be assigned to table discussions. Each group will identify the most significant ADAPT in the media and marketing world and how marketers and their partners are responding to meet the demands of todays’ connected, social-minded consumer. The groups will then summarize their conversations in the form of advice to marketers. These discussions will culminate two-days of deep-dive conversations into the dynamic video environment, providing everyone with rich takeaways from the Videonomics experience.

2:45 pm - 3:30 pm

Fireside Chat with 20th Century’s Bettina Sherick

Entertainment marketing, because of its’ inherent quality and quantity of video content, has had to adapt to technology and the media environment they play in more nimbly perhaps than any other product category. Blending paid and owned media investments for a positive outcome is an increasingly integrated effort across teams and disciplines. 20th Century Fox’s Bettina Sherick, having built her career on innovation, will share her views and experience of how to best leverage video content across multiple channels to engage and influence buy decisions in this dynamic, multi-screen media environment. Ultimately answering the question, “So, you have all the video a marketer could dream of, now what?”

The Ritz-Carlton Bacara

8301 Hollister Avenue
Santa Barbara, CA

Soak Up the California Sun

Complete with flower-filled courtyards, restful fountains and red-tiled roofs, The Ritz-Carlton Bacara in Santa Barbara is the perfect place to enjoy the leisurely pace and warm embrace of the California lifestyle. Santa Barbara enjoys a Mediterranean climate – mild and sunny with average daytime temperatures between 60 and 80 degrees. Cool, crystal-clear nights are ideal for stargazing – unlike most coastal Southern California resorts, where the concentration of urban lights and frequent nighttime clouds can obscure even the moon. Unwind in this award-winning 42,000-square-foot spa and fitness center or relax beside one of three zero-edge swimming pools.