iMedia Summit

iMedia Canada Summit, April 2014 - Schedule

2014 iMedia Canada Summit Schedule

 

Sunday, April 6th: Arrival Day

3:00pm - 8:00pm

Registration Desk Opens

5:45pm - 7:00pm

Sponsored Presentations (Brand Marketers & Agency Executives Only)

7:00pm - 8:00pm

Welcome Cocktail Reception

Sponsored by:

8:00pm - 9:30pm

Dinner

Sponsored by:

Monday, April 7th: Opening Day

7:00am - 4:00pm

Registration Desk Opens

8:00am - 9:00am

Sponsored Presentations & Breakfast (Brand Marketers & Agency Executives Only)

8:00am - 9:00am

Seller Breakfast

9:00am - 9:30am

Networking Break

9:30am - 9:35am

Welcome!

Christian Arens, Managing Director & Publisher, iMedia Communications, Inc.

9:35am - 9:45am

Opening Remarks by Summit Host

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Marie-Josée Lamothe, Former CMO & CCO, L'Oréal Canada

9:45am - 10:15am

Kickoff Presentation: "Following the Elusive, Fragmented, Always-On Consumer in a Disrupted, Mobile, Real-Time World"

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Geoff Ramsey, Chairman & Co-Founder, eMarketer

10:15am - 10:45am

Opening Keynote: "Back to the Future: Building Customer Loyalty in the Digital Age"

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Chris Malone, Author of "The Human Brand" & Managing Partner, Fidelum Partners

10:45am - 11:05am

Privacy & Big Data: "What Marketers Need to Know About Privacy"

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Alan Chapell, President, Chapell & Associates

11:05am - 11:15am

Networking Break

11:15am - 11:45am

Spotlights



A: "Programmatic Success at Zipcar: The Evolution of a Multi-Phase Strategy"

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Andrew Daley, VP, Member Acquisition, Zipcar

Art Muldoon, Co-Founder & CEO, Accordant Media

Sponsored by:


B: "Are You Making the Most of Your Branded Video Investment?"

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Seraj Bharwani, Chief Analytics Officer, Visible Measures

Christopher Morden, Digital Marketing Communications Manager, Ford Motor Company of Canada

Sponsored by:


C: "Blurred Lines: Planning & Buying Video in a Converging World of Screens"

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Brett Tabano, VP, Global Product Marketing & Strategy, Videology

Sponsored by:

11:45am - 12:00pm

Networking Break

12:00pm - 12:30pm

Spotlights (Repeated)

12:30pm - 1:30pm

Lunch

Sponsored by:

1:30pm - 2:30pm

 

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A by-appointment networking program for buyers and sellers, during which each has an opportunity to participate in a series of 10-minute introductory meetings.

2:30pm - 3:00pm

Networking Break

3:00pm - 3:40pm

Panel Discussion: "Multi-Screen Measurement & Strategy"

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Nirmala Bahall, Global Strategy Manager - Media Innovation, Dell

Tara Hauser-Pope, Senior Connection Planner, The Coca-Cola Company

Armin Huska, Chief Digital Officer, Mindshare

Moderator: Bryan Segal, VP, comScore Canada

3:40pm - 3:50pm

Case Study: "A Love Affair With Bacon"

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David Alexander, Marketing Manager, Digital, Maple Leaf Foods

3:50pm - 4:10pm

Insight Presentation: "How to Move the Needle in eCommerce"

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Richard Cohene, Director of Marketing & Business Development, Beyond the Rack

4:10pm - 4:25pm

Insight Presentation: "Principles of Change in Digital Media & How They Are Transcending Our Economy"

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Sasha Grujicic, Chief Strategy Officer, Dentsu Aegis Network Canada

4:25pm - 6:30pm

Free Time

6:30pm - 7:30pm

Cocktail Reception

Sponsored by:

7:30pm - 9:00pm

Dinner

Sponsored by:

Tuesday, April 8th: Final Summit Day

8:00am - 12:00pm

Registration Desk Opens

8:00am - 9:00am

Sponsored Presentations & Breakfast (Brand Marketers & Agency Executives Only)

8:00am - 9:00am

Seller Breakfast

9:00am - 9:30am

Networking Break

9:30am - 10:30am

 

More

 

A by-appointment networking program for buyers and sellers, during which each has an opportunity to participate in a series of 10-minute introductory meetings.

10:30am - 10:45am

Networking Break

10:45am - 10:55am

Welcome Back by Summit Host

Marie-Josée Lamothe, Former CMO & CCO, L'Oréal Canada

10:55am - 11:25am

Keynote: "Bridging the Gap / The State of the Nation"

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Leonard Brody, Founder, GrowLab

11:25am - 11:45am

Insight Presentation: "Leveraging Moments from the Mobile Home Screen"

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Brian Wong, Co-Founder & CEO, Kiip

11:45am - 12:10pm

Insight Presentation: "Big Data (Get Over Yourself, You're Not That Great With Small Data!)"

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Mitch Joel, President, Twist Image

12:10pm - 12:30pm

Case Study: "Making Sense of Data at Any Size"

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Will Pate, VP, Digital, m2

12:30pm - 12:45pm

Brand Insight Presentation: "The Hottest Digital Trends & Opportunities in 2014 for Canadian Advertisers"

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Manish Puri, Head of Marketing, Consumer Group, Intuit

12:45pm - 1:45pm

Lunch & Closing Keynote: "What's Next in Tech"

More

Ashley J. Swartz, Founder, Furious-Minds

Sponsored by:

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

What are one:one meetings?

one:one is a unique and invaluable by-appointment networking program connecting influential, qualified media buyers with innovative, forward-thinking solution providers.

one:one provides a fantastic opportunity to pre-schedule meetings with the clients and partners that will take your business to the next level. In order to make the most of the one:one program, we recommend registering for this event early to view the attendee list and secure meetings with the most relevant companies.

The Canadian market continues to grow quickly in all digital venues, from smartphone usage to online video to social media, with Canada leading the world in online engagement. The online advertising industry here clocked in at $3.5 billion in ad spend in 2013. The years ahead offer both great opportunity and big hurdles. In this summit opener, Marie-Josée Lamothe, the former CMO & CCO of L'Oreal Canada, will set the stage for brands and agencies in Canada.

The Canadian digital marketplace is growing by leaps and bounds, with more Canadians than ever connected and always on. New technologies, devices, and ad venues are reshaping both behavior and how marketers think about reaching consumers.

This keynote will dive into where the market is at this point in time and where it's headed, with an eye toward the innovations underway and those coming down the pike that matter most. Leonard Brody believes that we are currently in a transition period, and that the world will look entirely different in five years. In fact, he has been called a "controversial torchbearer for this new world order." In this keynote, he will examine this massive cultural transformation, the seismic changes that are impacting institutions, and how these shifts are affecting consumer behavior, especially in the digital sphere. Brody will explore what these changes mean for marketers in this country.

He'll highlight new avenues of innovation that will remake the world of advertising, providing a roadmap for Canadian marketers' success in this new digital frontier.

Privacy is a hot-button topic in most places, and Canada is no exception. As marketers push the envelope to obtain customer insights across devices and channels, knowledge of key privacy concepts is critical. In this insight presentation, Alan Chapell will break down what brands need to know about privacy rules as they relate to digital advertising.

Despite the digital savvy of Canadian consumers, eCommerce hasn't grown as quickly here as it has in other markets. But there are signs of change as marketers revamp their eCommerce offerings to drive more business.

The time for eCommerce is now, and efforts are underway to boost this area of digital marketing. Join Richard Cohene, director of marketing & business development of Beyond the Rack, in this insight presentation to map out how to move the needle in eCommerce.

Brands and agencies are hungry to effectively market and measure campaigns across screens. As marketing becomes less siloed, advertisers increasingly want to understand cross-media behavior and cross-media ad effectiveness. What are the advances, opportunities, and challenges in multi-screen measurement? What have we learned to date across the globe, and can that be brought to Canada? The world is becoming more digital than traditional. How the future looks is not that far away, and the solutions and framework need to be built now.

As one of the very first industries to transition from an analogue world to a digital one, the media industry is leading the global IT revolution. From biology to manufacturing to pharmaceutical development, the world is becoming more and more digital every day. Delving into the principles behind changes in mobile, social, and data industries can help brands understand how to better connect people to their businesses through technology.

Consumers now carry three square inches of screen with them for most of the day, and this space has become prime real estate for marketers. Leveraging the home screen of mobile phones effectively can be the key to a powerful mobile marketing strategy. In this session, we'll share best practices for marketers on the mobile home screen, using a "moments" marketing-based approach to reward consumers' everyday activities.

You can't throw a group of marketing professionals down a flight of stairs these days without seeing the words "big data" tumble out of their pockets. Still, there exists a massive chasm between what big data really is and what most marketers are doing with data. Can marketers harness the power of big data, or would they be better served taking a step back and really assessing what their true data needs are? It's a contentious issue and it's something that marketers need to think about deeply.

Technology is often one step ahead of marketing. Knowledge of what's next in tech and how to take advantage of innovations can make or break a marketer. From wearable technology, to mobile apps, to connected homes, Ashley J. Swartz, founder of advertising technology collective Furious-Minds, will lead us through what these innovations portend for digital advertising and how they will intersect with marketing, not just today, but in the next three to five years. Anticipating and planning for the next big thing can help a marketer thrive, so we will aim to shed light on the top trends and technologies that customers and brands will be using in the years ahead, with a focus on what these trends might mean in Canada.

Maple Leaf Foods capitalized on Canada's love for bacon with its "Change Your Life with Bacon" campaign, a viral video series that also had roots in social. David Alexander, marketing manager, digital of Maple Leaf Foods, pulls back the curtain on the planning and development of this successful campaign, sharing details from genesis to how the brand measured success and ROI.

Thanks to a proliferation of digital and mobile devices in Canada, media fragmentation is rampant. Consumer multitasking is the norm. And the interrelationship between consumers and brands has forever changed.

The upshot? Marketers face daunting challenges. The traditional purchase funnel has given way to a far more circuitous "consumer journey" model. The antidote to consumer cross-platform promiscuousness now requires a new level of data integration, one where marketers must relentlessly assemble cross-screen identities emanating from social, video, and mobile activities. What's more, the pressure is on marketers to make all this happen on a real-time basis, or -- at the very least -- help their organizations become more agile.

Get ready for an information-packed, highly engaging kickoff session as eMarketer chairman Geoff Ramsey plows through the numbers and trends to provide a clear roadmap for how marketers can keep up with (or at least avoid falling too far behind) the rapidly moving consumer.

You'll get affirmation and solid proof for what you already see happening, as well as some new perspectives you can apply when you return to the office. Lights, camera, action!

When it comes to big data, most organizations are on fishing expeditions. They collect data that seems useful and then ask, 'What does it tell us?' They may find insights here and there, but it's inconsistent at driving value. Everybody wants to point to the big tuna they catch once in a while, but nobody wants to talk about how often they come back to shore with empty boats. Today the ocean is bigger with more data, but we've barely started to explore the world and see how big that ocean can get. This presentation will reveal to marketers a repeatable methodology for driving better business decisions with data, regardless of how big it gets.

Programmatic media is becoming an important component to the Canadian digital marketer's playbook. The elements of audience-targeted data, advertising tactics, and cross-channel media options have converged to enable a new suite of media solutions. But for many marketers, programmatic media appears to be a jargon-ridden minefield of complicated technologies and black-box solutions. How does a marketer set a course to succeed in such a landscape?

In this session, Andrew Daley, VP of Zipcar, and Art Muldoon, co-founder and CEO of Accordant Media, will share practical steps and insights from their work in Canada to help marketers plan and deploy a successful approach to programmatic media. We will discuss:

  • Goal setting.
  • Key phases to building a programmatic advertising solution.
  • Testing/optimizing into new tactics.
  • Thoughts about Canadian vs. other North American programmatic media.
  • Keys to success: transparency, customization, and data organization.

People everywhere describe their relationships with companies and brands of all kinds in deeply personal ways -- we hate our banks, love our smartphones, and think the cable company is out to get us. What's actually going on in our brains when we make these judgments? Through his original research on over 45 companies and brands, loyalty expert Chris Malone shows that we relate to companies, brands, and even web-based content in the same way that we naturally perceive, judge, and behave toward one another -- on the basis of warmth and competence. The implications of this are enormous in digital marketing, because widely accepted marketing practices are completely at odds with our natural triggers of engagement, trust, and loyalty. Once exposed to these insights, attendees will be inspired to challenge conventional wisdom and change the way they develop, manage, and promote their digital content, from ecommerce to digital ads to content marketing.

As the Canadian digital marketplace expands at a rapid pace, marketers are eager to stay ahead of fast-evolving consumer behavior. Tracking trends and seizing new opportunities is key to remaining relevant. From social to mobile, online to video, Manish Puri, group marketing manager for consumer products at Intuit, will shed light on the most powerful trends in 2014 that Canadian marketers can leverage. Drawing on his rich experience in online demand generation programs, this highly topic presentation will include best practices and marketplace insights for the year ahead.

Long-form or broadband video is the latest shiny toy that agencies and production studios are experimenting with to generate consumer engagement and earned media. The power of storytelling with sound, sight, and motion is compelling, especially when combined with massive audience reach through hundreds of digital video-syndication outlets and social platforms like Facebook and YouTube. The question most marketers are grappling with is how to capture consumer attention against the growing noise of hundreds of hours of new online programming, making their brands part of everyday conversation. This presentation will highlight case studies involving marketers who have leveraged a higher brand purpose to engage consumers and drive both efficiency and effectiveness with branded video executions.

Television and video are converging. Consumers are viewing media in a device-agnostic way. How do brand advertisers plan and buy in a way that maximizes their advertising dollars and achieves their objectives in this converging world of screens? Videology shares case studies and best practices for making smarter media decisions within the new media mix.

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