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Brand Marketers Only Meeting

Breakfast Presentation: Shane Steele, VP, Marketing, Tremor Media

Lunch Presentation: Dan Neely, Founder and CEO, Networked Insights

Sponsored Media Presentations (Brand Marketers Only)

Hal Muchnick, President, Kontera & Assaf Henkin, Executive VP Product Development & Founder, Kontera

Ari Paparo, Group Product Manager, Advertiser Products, DoubleClick

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WiFi Lounge

Sponsored Presentations & Breakfast (Brand Marketers Only)

Michael Lazerow, CEO, Buddy Media & Jeff Ragovin, VP, Sales & Busines Development, Buddy Media

Alan Schanzer, Chief Strategy Offiicer, Undertone Networks

Opening Keynote: "Begging For Dollars"
Don Schultz, Professor Emeritus-in-Service of Integrated Marketing Communications, Medill School of Journalism, Northwestern University
In this presentation, Don Schultz compares online media sellers with Oliver Twist, the Charles Dickens waif, who is continuously begging for food. That is, online sellers are continually begging for a "larger share of the existing marketing budget" with little support for their requests other than "we deserve more" because people use us more or like us more.

In his presentation, Schultz will discuss how online media can change this 'begging for dollars" approach to one where marketers can and will devote more funds to online media to reach the consumers that are important to them. The approach is based on four factors, i.e., (a) media form used, (b) time spent with each media form, (c) media forms used together and simultaneously, and (d) purchase influence by media form.

Drawing on nine years of SIMM (Simultaneous Media Usage) data, Schultz will discuss how consumer media consumption will drive media allocation in the future. He will demonstrate how this consumption data can be used to develop predictive media allocation models to show the proper allocation between online and offline. A case history of how this approach has been used in the auto category illustrates the entire process.

Case Studies & Points of Conflict
"Should We Really Be Optimizing for Clicks?"
Gian Fulgoni, Chairman and Co-Founder, comScore, Inc.
In this case study, Gian Fulgoni will review an analysis of the click vs. non-click consumer as well as a framework for how to best measure the total impact of display advertising, providing a compelling case for the migration of traditional advertising dollars to the online channel. He will build on this presentation in Master Class B: "The Click Remains Irrelevant: 'Natural Born Clickers' Return" (see below for more details). 

"Point/Counter-Point"
Moderator: Neil Perry, CEO, XLNTads
Marketers from Sunday's Marketers Only Meeting debate topics that are keeping them up at night.

"Create Dunkin's Next Donut: Rekindling America's Donut Love"
Cynthia Ashworth, VP, Consumer Engagement, Dunkin’ Donuts
Thomas Spicer, Managing Director, Boston, Studiocom
In this case study Cynthia Ashworth, VP of consumer engagement for Dunkin’ Donuts and Thomas Spicer, managing director of Studiocom’s Boston office will discuss how in tough times when people long for nostalgia, safety, and comfort, Dunkin’ Donuts leveraged strong emotional connections to a core product in an integrated campaign that encouraged people to “rediscover” donuts. The presentation will be an overview of the program, "Create Dunkin's Next Donut," including the initial consumer research, campaign execution across various channels from broadcast to social media, and the economic and organizational business impact it had.

"How Social Media Users Think: A Preview"
Jeff Rosenblum, Founding Partner, Questus
We've all read the articles. We've seen the presentations. We've reviewed the case studies. We know where social media is today – its power and its pitfalls. Social communication is not a new consumer behavior, but it has taken a completely new form of relevance and importance in establishing a brand’s relationship to the consumer. So, where is social media going? What is the potential for building brands? What do consumers want from the experience?

At iMedia's Breakthrough Summit in October, Questus will debut results from their study "The Hope Beyond the Hype," which includes a broad spectrum of interviews with industry-insiders and super consumers to find the answers to these questions. This presentation will be a preview of October's engaging multimedia presentation, going beyond topline statistics and hyperbole to help the industry understand the future for transforming brands and consumer behavior via social media.

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Master Classes
A: "Opportunities for Brands in Online Video"
Danny Fishman, President, Digital Broadcasting Group
Neil Perry, CEO, XLNTads
Moderator: Daisy Whitney, Senior Content Producer, iMedia Communications
Branded entertainment is nothing new – there's a reason we call them "soap operas" – but the internet complicates how brands can and should play in the online video space, opening up new opportunities for success but also creating new pitfalls.

In this afternoon's Online Video Master Class our own Sr. Content Producer Daisy Whitney – a nationally recognized online video expert – will review the current landscape of how brands use online video to engage their customers, ranging from simply moving thirty-second spots online, to user-generated video dealing with brands in uncontrolled environments (and how marketers must learn not to freak out when they see it), to original video content created and paid for by brands.

Joining Whitney will be two other experts in online video. Our speakers will each show samples of successful online video (and perhaps some failures as well).

Bring your questions, issues, and burning concerns, as the second half of this session will be all about conversation.

B: "The Click Remains Irrelevant: 'Natural Born Clickers' Return"
Gian Fulgoni, Chairman and Co-Founder, comScore, Inc.
Seth Greenberg, Director, Digital Marketing, Intuit
Kim McCarthy, Manager, Insights & Analytics, Starcom
Moderator: Mark Naples, Managing Partner, WIT Strategy 
The curse of the Internet as "the most measurable medium" is perpetuated by continued industry reliance on "the click" as a relevant measure of display advertising efficacy. The industry simply needs to get off this click crack in order to earn a rightful place in marketers’ budgets and mindsets. 

In February 2008, research published by comScore, Starcom, and Tacoda, entitled "Natural Born Clickers" helped to disconfirm the value of the click by demonstrating that only 16% of people were responsible for 80% of all display advertising clicks and that this audience was demographically weak from a marketer's perspective.  This and other industry research has helped to prove the necessity of measuring display advertising's effectiveness beyond the click. Still, many questions loom about how to best quantify the value of display advertising.

In this session, comScore Chairman and co-Founder Gian Fulgoni will present a first look at updated results from the Natural Born Clickers study, including an analysis of the click vs. non-click consumer as well as a framework for how to best measure the total impact of display advertising, providing a compelling case for the migration of traditional advertising dollars to the online channel.

C: "The New, Hyper-Sensitive Customer: Approach with Caution"
Doug Chavez, Sr. Manager Digital Marketing, Del Monte Foods
Sean Cheyney, VP, Marketing and Business Development, AccuQuote
Moderator: John Durham, CEO/Managing Partner, Catalyst:SF 
It used to be that customers didn't grab their pitchforks and light the torches when they found an advertisement annoying: they just ignored it, turned the page, changed the channel or shrugged. Then came the internet – the most personal collection of media channels – and these days every customer is a) distracted by dozens of media stimuli, often happening at the same time, and b) also a prickly, opinionated publisher on a hair-trigger to be annoyed and with a potentially infinite audience. Not only do rules change regularly (like the new Do Not Call regulations that went into effect on September 1st) but best practices and social norms also evolve, usually without warning. We know some things aren't OK (fake blogs, spam, using PII), but where are the gray areas? In this Master Class, two senior marketers will lead an exploration of worry spots and danger zones, and collectively the audience will articulate a shared checklist of questions to ask before launching a new campaign, service, or communication. Remember: without a little foresight the customers you lose may be your own!

D: "Social Media & Brands: Headache or Last, Best Hope?"
Chris Curtin, VP, Digital Strategy, Corporate Marketing, Hewlett Packard Company
Hilary Weber, Director, Internet Marketing Communication, Kaiser Permanente
Moderator: Brad Berens, Chief Content Officer & Editor at Large, iMedia & CMO Executive Summits
Social media is a moving target: where a few years ago brands wrestled with whether to create a blog or engage with independent bloggers, today they ask about Twitter strategies, comments on YouTube, Facebook versus MySpace, and more.

When an angry blogger talks smack about a brand, whose job is it to respond? Marketing? Customer Service? ("Nobody" just isn’t an option). Can any part of a corporation "own" a media channel, but particularly a social media channel that is by its very nature a kind of digital commons? How does a social media strategy relate to a social media advertising strategy? And should our customers' ever-increasing level of mobile engagement with social media change anything?

In this Master Class, our own Chief Content Officer and two senior digital marketers will survey the year-over-year growth of and changes within social media. We'll explore the special challenges of social media as it integrates – or fails to integrate – with other marketing and advertising. We'll also hear about the work of the Social Media Business Council (formerly the Blog Council) and what it’s doing to help marketers work effectively with social media.

Bring your questions: we'll evenly split this hour between presentation and conversation.

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Dinner & Guest Speakers
David Epstein, StaffWriter, Sports Illustrated
Paul Fichtenbaum, Managing Editor, SI.com
Selena Roberts, SeniorWriter, Sports Illustrated
Please join Paul Fichtenbaum, the managing editor of SI.com as he chats with senior writer, Selena Roberts and staff writer, David Epstein about what it took to break one of SI.com's biggest signature stories of 2009: Alex Rodriguez's testing positive for steroids in 2003. 

Read the full story here.

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WiFi Lounge

Sponsored Presentations & Breakfast (Brand Marketers Only)

Brian Cowley, General Manager North America, Velti

Joe Apprendi, CEO, Collective Media

Transition Break

Spotlights
A: "The Art and Science of Mobile Advertising" 
Lynn Tornabene, Chief Marketing Officer, Quattro Wireless and Steven Rosenblatt, SVP Ad Sales, Quattro Wireless
Are you wondering if you should invest in a mobile advertising program, or if you are currently getting the most out of the medium? Either way, this session, led by the mobile network partner for brands including P&G, Sony, Visa, and Disney, will provide you with specific strategic and tactical pointers that you can use tomorrow to launch high impact campaigns with great results. They'll share new insights and best practices drawn from thousands of mobile campaigns, including relative performance benchmarks, and help you understand how to assess the success of your campaigns. You'll see a case study from one of the world's leading wine companies, showing how a custom mobile campaign increased sales in store and at restaurants. They'll share examples, from both mobile web and in-app programs, showcasing how you can go 'beyond the banner' to engage your target audience with 100% share of voice and custom integrations in quality content. Finally, you will walk away with a cheat sheet for mobile success, and information you can share with your marketing team to get everyone on board with mobile.

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B: "Advertising Made for the Web"
John Sedlak, SVP, Sales and Strategic Alliances, Vibrant Media
Why do we continue to repurpose offline advertising formats for the web? Why not leverage the internet's unique ability to provide user control, personalization, relevance, and measurability? Search marketing and the hyperlink are two formats that are developed specifically for the internet and focus on reaching consumers with the information they want, when they want it. Whether it's relevant search information, recipes, or how-to videos, in-text advertising - the next generation hyperlink - has the power to transform the traditional online campaign into a dynamic and engaging content experience.

Join Vibrant while they explore how leading brands are using in-text advertising to deliver advanced hyperlink strategies across the internet.

C: "Social Media from the Inside-Out"
Rob Key, CEO, Converseon
Social media engagement can often be technically simple, but culturally difficult. While much social media discussion revolves around the latest tactic or “viral video,” the most successful social media initiatives are becoming an engine for organizational transformation. This session will focus on best practice approaches being utilized at some of the world’s leading brands to infuse the value of social media across the enterprise – ranging from marketing/communications, R&D, customer service, and more. Converseon works with a range of leading brands to create sustainable social media success from the “inside-out,” and will show how this “Socialize” process is driving tangible success for companies ranging from Siemens to Newell Rubbermaid.

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Transition Break

Spotlights (Repeated)

Transition Break

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Transition Break

Town Hall: "The Future of Branding Online"
Chief Facilitator: Scot McLernon, President, Upstream Group, Inc.
Onstage Presenter: Geoff Ramsey, CEO, Co-Founder, eMarketer
Aiding & Abetting from the Floor: Brad Berens, Chief Content Officer & Editor at Large, iMedia & CMO Executive Summits
Sarah Fay, Summit Host
No matter how many CMOs claim (in public) to embrace online, don't you get the feeling that first thing in the morning – before they open their eyes, pour the coffee, grab their iPhones – they wish the internet would just disappear?

We close this week's iMedia Brand Summit with a rousing, four-part session about what digital brand marketers need to move forward, take best advantage of the ever-changing opportunities afforded by interactive media, and assume their rightful place as key to a corporation's overarching brand strategy, rather than being limited only to DR.

The State of Online Brand Measurement: eMarketer CEO Geoff Ramsey – author of a recent report on this topic – kicks off our Town Hall meeting with a high-speed tour of how brands are measuring their online marketing efforts today, what engagement metrics we need to move forward, as well as the short and long-term obstacles and opportunities facing marketers.

Our Chief Facilitator Scot McLernon then takes over to guide us through two roundtable debates with our floor moderators (Brad Berens, Sarah Fay, Geoff Ramsey) listening and pulling out key insights and questions from the tables to share with the entire group. Note: These debate topics are deliberately one-sided to provoke pointed and actionable conversation.

Debate #1: We Don't Need No Stinkin' Metrics
Albert Einstein famously observed that "Not everything that counts can be counted, and not everything that can be counted counts." Digital marketers are awash in research and drowning in data, but all those numbers don't add up to better marketing, just better targeting for display ads that customers ignore anyway. If we want to get beyond DR, digital marketers need to focus on the art of marketing, not the science.

Debate #2: Social Media is a Distraction from Marketing
The marketing department is not the right home for a corporation's social media strategy. That belongs to customer service, product groups, and what the author Grant McCracken calls a new "Chief Culture Officer" who works with the CMO. While marketers should get briefed on what customers are saying online and work with agencies on social media advertising, they must still focus on what they do best: craft a message and disseminate it.

Resolutions: We"ll end our Town Hall by articulating the three goals that brands, agencies, and publishers should share in order to take online branding forward.

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After-Dinner Reception

Join IAC Ad Solutions and comedian, Mark Curry, for The Last Laugh

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