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Strategic Digital Insights and Networking for the Agency Executive & Partner

December 12-15, 2010
Phoenix, Arizona

sold out

Thanks for your interest in the iMedia Agency Summit. Visit the next iMedia Breakthrough Summit site or our Summit Calendar to submit an early request.

iMedia Agency Summit Schedule

 

Saturday, December 11th

6:30 - 9:30pm

Reception & Dinner (Agency Attendees Only)

11:00am - 6:00pm

Arrival Shuttles

Sponsored by:  

Sunday, December 12th: Arrival Day

8:30am - 3:30pm

Agency Only Meeting

11:00am - 5:00pm

Arrival Shuttles

Sponsored by:

3:00 - 8:00pm

Summit Registration Desk

5:45 - 7:00pm

Sponsor Presentations (Agency Attendees Only)

Tod Sacerdoti, CEO/Founder, BrightRoll

Charlie Whittingham, SVP Sales, BrightRoll

Daryl McNutt, VP Marketing, BrightRoll

 

Peter Crofut, Head of Rich Media Sales, Western Region, Google Display Network | YouTube | DoubleClick

7:00 - 9:30pm

Opening Reception/Dinner

Sponsored by:

9:30 - 11:30pm

After-Dinner Reception

Sponsored by:

Monday, December 13th: Opening Day

7:00am - 5:00pm

Twitter Lounge

Sponsored by:

8:00 - 9:00am

Sponsored Presentations & Breakfast (Agency Attendees Only)

Networked Insights

NBC Universal Digital Media

8:00 - 9:00am

Industry Participant Breakfast

"Are You the Next Ad Revenue Idol?"

More

Lorne Brown, Sales and Founder, Operative

 

Sponsored by:  

9:00 - 9:30am

Networking Break

Sponsored by:

9:30 - 9:45am

Welcome Remarks / Summit Host

Kevin Doohan, Director, Digital Marketing, Red Bull

9:45 - 11:00am

Opening Keynote: "Surviving in the New Media Universe"

More

Terence Kawaja, President & CEO, LUMA Partners

Cathleen Ryan, Chief Results Officer, MEA Digital

Brendan Moorcroft, CEO, Cadreon

11:00 - 11:15am

Networking Break

11:15am - 12:15pm

Master Classes


A: "Skills for the 2011 Media Team"

More

Uwe Hook, CEO, BatesHook


B: "How High CTR Can Hurt Brands – and Which Measurements Really Matter"

More

Dan Reich, Director of New Business Development, Lotame Solutions

Andrew Gorenstein, Senior Executive Director, Digital Sales, Condé Nast Media Group


C: "Social Isn’t About Media, It’s About Activity"

More

Chris Cunningham, Co-founder and CEO, appssavvy

Tracy Gebhard, Associate Media Director, Digital Communications, Universal McCann

Colin Sutton, Managing Director, M80

12:15 - 1:30pm

Lunch

Sponsored by:

1:30 - 1:35pm

iMedia Rant: "Seriously, Still With the Click?"

Peter Platt, Chief Digital Officer, Catalyst Direct

1:35 - 2:30pm

Keynote: "Dancing with Megaphones: The New Rules, Realities, and Hard Data Behind Consumer Control"

More

Lee Rainie, Director, Pew Internet Project

Pete Blackshaw, CMO, NM Incite, a Nielsen-McKinsey Company

2:30 - 5:15pm

Free Time

2:45 - 3:45pm

Fitness Track

Kick, Punch, Crunch

Sponsored by:

3:15 - 4:15pm

Fitness Track

Desert Walk and Meditation

Sponsored by:

5:15 - 6:30pm

One Minute Match-Ups

Our popular "speed dating" networking feature. Both buyers and sellers will be able to network with potential customers and/or clients. Be sure to bring enough business cards!

6:30 - 7:30pm

Cocktail Reception

Sponsored by:

7:30 - 9:30pm

Dinner

Sponsored by:

9:30 - 11:30pm

After Dinner Reception

Sponsored by:

Tuesday, December 14th

6:00 - 7:00am

Fitness Track

Yoga

Sponsored by:

7:00am - 5:00pm

Twitter Lounge

Sponsored by:

8:00 - 9:00am

Sponsored Presentations & Breakfast (Agency Attendees Only)

Mike Cassidy, CEO, Undertone

Miles Dennison, SVP Sales, Double Verify

8:00 - 9:00am

Industry Participant Breakfast

8:00 - 9:00am

Upstream Seller Breakfast @ iMedia:"Sellers at the Wheel: Now What?"

More

Doug Weaver,Founder & CEO, Upstream Group/iMedia Senior Analyst

9:00 - 9:30am

Networking Break

Sponsored by:

9:30 - 9:35am

Opening Remarks / Summit Host

Kevin Doohan, Director, Digital Marketing, Red Bull

9:35 - 10:40am

Keynote: "The Publisher and the Age of Enlightenment"

More

Kirk McDonald, President, Time Inc. Digital


1st Responder

Doug Weaver, iMedia Senior Analyst, Founder & CEO, Upstream Group

10:40 - 10:45am

iMedia Rant: "Privacy: You Betcha"

Jim Nichols, Senior Partner, Catalyst S+F

10:45 - 11:00am

Networking Break

11:00 - 11:30am

Spotlights

 

A: "Are You Ready for a Brand New Day?"

More

Will Chapman, Director of Media Development, AudienceScience

Sponsored by:  


B: "Creating & Innovating – Take risks, push the limits and battle for the big idea!"

More

Brian Hunt, Sr. Creative Director, Yahoo!

Sponsored by:

 

C: Navigating the Bermuda Triangle : From Social Media to Apps to Exchange-based Ecosystem

More

Dean Donaldson, Global Director of Media Innovation, MediaMind

Sponsored by:

11:30 - 11:45am

Networking Break

11:45am - 12:15pm

Spotlights (Repeated)

12:15 - 1:30pm

Lunch

Sponsored by:

1:30 - 2:30pm

Refreshment Break

Sponsored by:

1:30 - 1:50pm

Innovation Showcase A: "Video Everywhere – and What This Means for Advertisers"

More

Andres Palmiter, Online Video Specialist, comScore, Inc.

1:50 - 2:10pm

Innovation Showcase B: "The Future of Entertainment"

More

Shawn McMichael, Director, Global Advertising Channel, Interactive Entertainment Business, Microsoft

2:10 - 2:30pm

Innovation Showcase C: "Mobile:What's Next?"

More

Jonathan Schaaf, Global Director, Global Digital Strategy, Omnicom MediaGroup

John Swords, Partner and Ringleader, Circ.us

2:30 - 5:15pm

Free Time

2:30 - 5:15pm

Fitness Track

Power Walk

Sponsored by:

2:30 - 3:00pm

Shipping Desk

Sponsored by:

5:15 - 6:30pm

One Minute Match-Ups

Our popular "speed dating" networking feature. Both buyers and sellers will be able to network with potential customers and/or clients. Be sure to bring enough business cards!

6:30 - 7:30pm

Cocktail Reception

Sponsored by:

7:30 - 9:30pm

Dinner & ASPY Awards

Sponsored by:

Wednesday, December 15th: Departure Day

7:30 - 11:00am

Departure Lounge

7:30 - 11:00am

Shipping Desk (Agency Attendees Only)

Sponsored by:

Schedule subject to change. Please check back often for updates.

For too long, brands have been filling the space around social media in the hopes that people will pay attention, click and visit. But social consumption is evolving and the future of advertising is social activity itself – leveraging new platforms like Facebook, Mobile, and iAd engagement units. Spend an hour experiencing and understanding people’s social activity – what people want, when they want it, and how to join the conversation. In this Master Class, you’ll see examples of the most exciting and cutting-edge brand integrations and executions that value social activity, not the media. Be ready to throw out your playbook and get challenged by Chris Cunningham, co-founder and CEO of appssavvy, on the future of social activity across Facebook, Apple and Zynga, among other emerging hotbeds, where brands and agencies can engage as a participant and not just as another advertiser.

How does TV and online video advertising work together – and what does the consumer value in this new converged space?

In a first-ever presentation of results from a study looking at the interplay between online video and TV for premium content, comScore’s Tania Yuki will share key findings and unveil consumer sentiment/expectations about the converging platforms. Using these study results, Yuki will also address some key implications and industry questions as they relate to measurement across channels:

  • What are consumers’ sentiments toward bringing the traditional TV advertising model when watching programs online?
  • What are consumers’ habits as they relate to discovery of new programming, and how can we optimize all platforms to increase our audience’s brand engagement?
  • How does catch-up viewing impact overall consumption, both online and on TV, and what is the best way to enable our brand’s biggest fans?

Once the uncontested domain of linear TV programming, the living room has become the next battleground for emerging media services. With a growing slate of product announcements from both tech and consumer electronics companies, the complexity – and opportunity – of advertising in the living room is about to make a quantum leap. This session will focus on one of the longest-standing advanced entertainment services: Xbox LIVE. The presentation will outline how Xbox LIVE is combining gaming, entertainment, and social media into integrated, highly-immersive experiences and will assess the impact of "NUI" (New User Interface) technologies like Kinect. The session will also provide insight into future directions for LIVE, and the implications and opportunities for marketers.

In this age of tech-driven transparency and open platforms, are publishers coming into an "age of enlightenment" in which they’ll reexamine both their capabilities for creating marketer value and their place in the ecosystem of marketing? Time Inc.’s President of Digital Kirk McDonald – a veteran leader in both media owner and network organizations – examines how technology and media are inextricably linked in today’s world, a reality that brings many new questions. How does the relationship with the ad agency – the marketer’s traditional partner – change as publishers dive into their technology role? As publishers take on the role of media aggregation, does that spell the end of many of today’s ad networks? What happens to the myriad data relationships – facilitated by cookies, tags, pixels and beacons – when publishers seize control of their data futures? And how much of the rhetoric that we’re hearing today in our space really holds up under scrutiny? Kirk will effectively "hit the pause butto" in this compelling keynote, followed immediately by an interactive reality check and open forum discussion led by iMedia Senior Analyst and Upstream Group President Doug Weaver.

The industry's addiction to Click Through Measures (CTR) has been fueled over the years because it's fast, cheap, and easy to measure. Yet, according to Bain and the IAB's seminal work on Building Brands last year, more than 700 marketers agree that CTR should be a tiny speck on the back of brand measurement. In fact, recent research from Lotame shows that Likelihood to Recommend (LTR) is a stronger indicator of brand health than any other metric, since it is more closely correlated to improvements in awareness, favorability, ad recall and purchase intent. Likelihood to Recommend is the Net Promoter for the digital age. Dan Reich, Lotame, Director of New Business Development, and Andrew Gorenstein, Senior Executive Director, Digital Sales, Condé Nast Media Group will describe how media, creative and data assets can come into alignment to support LTR, and how your campaigns can reap the rewards.

Agencies consider media costs a commodity, evaluating publishing partners based on cost and service. Many media agencies communicate, as their unique selling proposition, the ability to get media cheaper than the competitor based on scale, special partnerships, DSP’s, etc. In 2011, we need to buy less and plan more. Currently, buyers and planners are often the same person. Is it time to go back to the old (dare we mention TV?) days when planners developed ideas and buyers bought? Planners need to work closer with all stakeholders involved in the creative campaign development: Technologists, Creative, Business and Data Analysts. A successful media department will be a socially integrated department, adding value for each stakeholder.

Uwe Hook will explore different agency models and make recommendations on the correct structure for 2011.

As ad agency holding companies continue to invest in trading desks and demand side platforms to further automate and commoditize inventory, their clients – brand marketers – are looking to publishers and aggregators for ideas, creative services, integration and more. So now that the balance of power has shifted and the marketer’s door is wide open, what’s a sales organization to do? Upstream Group CEO and iMedia Senior Analyst Doug Weaver will lead a provocative discussion about how sellers can elevate their game to meet the challenges and opportunities of today’s market, including a half dozen “plays” that sales organizations can run to extend their ideas and create unique value for brand marketers. Seating will be limited so arrive early.

The media ecology has changed so profoundly that the people formerly known as consumers are a new breed. They allocate their attention differently. They approach the product research differently. They move into a buying frame of mind differently. And they are prepared to discuss their buying experiences on a vastly different scale. These changes occur because people inhabit a variety of media spaces, depending on their circumstances and frame of mine. Their expectations about encountering brands are shaped by those media spaces and by their ability to influence the character of those spaces. Pete Blackshaw, CMO of Nielsen's NM Incite, and Lee Rainie, Director of the Pew Internet Project, provide new national consumer data and a series of on-the-ground examples of how companies have successfully engaged the new breed of consumers.

Let’s get the collective conversation started early! By now, we’ve all see Terence Kawaja’s ubiquitous “Digital Advertising Ecosystem” chart with its mess of logos that strive to make sense of just one aspect of our business: digital display advertising. Nothing screams “Media Bermuda Triangle” louder! Today's digital advertising landscape is competitive, cluttered and confusing. Strategic repositioning among both agencies and media properties suddenly makes the two look quite similar. In the not too distant past, the relationship and business flow between brands, agencies and media properties could be represented as an equilateral triangle. Brands had products to market and sell, agencies were creative plus broker, media brands held the audiences. Now the triangulated relationship between brands, agencies and publishers is as mysterious as the Bermuda triangle. Where do you and your company find leverage in this environment?

While we’ve all seen the chart, when have we had the opportunity to dig into and make sense of it? The answer is right now. Join Terence Kawaja, Cathleen Ryan and Brendan Moorcroft for an interactive opening session where we can all collectively ask the tough questions the chart demands we explore to path a rich future for digital advertising.

Some of today's most innovative marketers are looking to make mobile bigger, bolder, and more dramatic – creating experiences that deeply engage consumers and elevate brands as never before possible. In this session we will take a peek behind the curtain on what is next for the mobile world, and how can you tactically apply those concepts to real world client situations.

John Swords will address the future vision of mobile technology and highlight the experiences of tomorrow, while Jon Schaaf will present the real life examples that are leading the way in achieving this future vision.

The storm is coming. For the past ten years, the refrain has remained the same: the online display advertising community predicts a tsunami of brand dollars moving from traditional offline channels—such as TV, print and radio— to the online display channel. You can hear the same pitch in boardrooms across the land; “We can reach the same consumers at competitive prices and add actual real time tracking! It’s perfect for you!” Well, sort of. While the storm has been gathering, it has yet to reach the beach. So far, some traction has been made, with a disproportionate percent of brand dollars still staying in the offline channels; especially when you consider the trends in increasing user engagement with the online world. In this session we will discuss some of the reasons why brand spend hasn’t followed the audience as significantly as anticipated and how the online display players should change their thinking to bring the necessary value proposition to brands. Attendees will learn what brands need to help them measure engagement of their consumers in the display channel, and how this new approach can reign in the promised paradigm shift.

Creativity is the foundation for effective brand building and generating user awareness and adoption. Today, with constant innovations in technology, we have more opportunities to push the boundaries and explore creative strategies that change the way the world markets.

In this session, we will examine the best marketing executions in the digital landscape, what makes them work, and how those principals can be applied to your own clients’ next campaign. We will showcase the cutting edge of digital advertising and branded entertainment and discuss how Yahoo! can help you in your battle for the big idea.

From Social Media to Apps to the rise of the Exchange-based ecosystem, agencies today are swimming through a sea of complexity and ever-changing data. With cost-efficiency and audience profiling taking center stage, can the premium channels of the web continue to dominate as the primary mode of reaching consumers online? Or is it time to set sail on a new course? Dean Donaldson, Global Director of Media Innovation, MediaMind shares his views on how advertisers can navigate through charted and unchartered territories with simple advertising solutions for smooth sailing.

Are you faced with the challenge of double-digit ad revenue growth next year?

The right approach to increasing top line revenue seems a mystery as media companies navigate through today’s Bermuda Triangle. The lines between brand, agencies and publishers are blurring in a free-for-all environment, so media companies are moving beyond their comfort zones and exploring new ways of doing business in order to meet clients’ increasing demand for innovation.

To kick start your day, join us for a breakthrough game where industry leading publisher contestants will compete for the top position of Ad Revenue Idol. In this session, learn how media companies are reorganizing their sales teams, leveraging new partnerships and selling integrated cross-platform campaigns to maximize revenue opportunities. Additionally, gain real insight into the buy side as agency judges openly react to publishers’ various business initiatives for next year.

To wrap up the session, learn how the buy and sell sides can work better together by establishing a solid infrastructure that brokers all the systems and processes required to package, sell, traffic, manage, optimize and collect revenue on advertising products. Without a business management system to coordinate all these activities, media companies will be challenged to effectively capture revenue opportunities and scale profitably.

5 Reasons You Can't Miss This

  • Do Business: Create long term relationships with top buyers and sellers.
  • Build Your Knowledge: The brightest minds share what's next in digital.
  • Invite Only: Attendance is limited to senior Agency, Publisher and Technology leaders.
  • Collaborative Environment: Informal networking; no hard sales pitches.
  • No Distractions. Always held at luxury resorts; attendees don't compete with the office or city life.