OMMA, Video & VR/AR

Wed, September 28 at 9:00 AM

Metropolitan Pavilion    View Map

In this session...

9:45AM - ONLINE VIDEO IN 2016: COMPLEXITY, FRUSTRATION REIGN

Is there anything more inefficient or labor-intensive than deploying a video ad campaign? With countless video ad platforms, and a growing number of devices used to consume video content, it seems the degree of complexity is only getting worse. When you factor in the twin specters of fraud and viewability, it’s little wonder that most marketers leave it to their agencies to navigate the video quagmire. Shouldn’t agencies spend more of their time creating, planning and buying video than coding campaigns for deployment, or worrying about whether a human actually saw their ads? What is being done to ameliorate the workload and stress that disproportionately falls on agencies?
Patrick Bennett EVP, Creative, iCrossing
Caitlin Bergmann Director of Content and Creative, Mediacom
Keith Grossman Global Chief Revenue Officer, Bloomberg Media Group
Christine Petersen Managing Director, Investment, Initiative Media

10:30AM - MOBILE VIDEO’S SPENDING LAG

This is the year that video consumption on mobile devices will overtake so-called “fixed device” consumption, as consumers around the world spend more time watching videos on their smartphones and tablets than on desktops, laptop computers and smart TVs. Yet, despite what has been a steady surge in mobile video consumption over the last several years, 75 percent of video spending still occurs on fixed devices. According to research from Zenith, the mobile video consumption/spending disconnect is likely to persist for years. Why is there still a disconnect between the two, and what is being done to bridge the gap? What are the main impediments to achieving a consumption/spending balance? What role have major providers like Google, Facebook and Hulu played in driving—or indeed, impeding—mobile video growth?

Gavin O'Malley Reporter, MediaPost
Benjamin Bring Vice President, Mobile Media Director, Ansible
Jeff Hinz Managing Partner, US Digital Director, Mediacom USA
Rachel Pasqua Mobile Practice Lead, MEC Global

11:15AM - KEYNOTE INTERVIEW

Is there anything more inefficient or labor-intensive than deploying a video ad campaign? With countless video ad platforms, and a growing number of devices used to consume video content, it seems the degree of complexity is only getting worse. When you factor in the twin specters of fraud and viewability, it’s little wonder that most marketers leave it to their agencies to navigate the video quagmire. Shouldn’t agencies spend more of their time creating, planning and buying video than coding campaigns for deployment, or worrying about whether a human actually saw their ads? What is being done to ameliorate the workload and stress that disproportionately falls on agencies?
Tony Pace Chairman, ANA
Joe Mandese Editor-in-Chief, MediaPost

11:45AM - VIDEO SYNDICATION: SOCIAL MEDIA GAINS IN IMPORTANCE FOR BRANDS

Not long ago, marketers could break online video down into a couple of broad buckets: viral videos on YouTube, video ads on YouTube, and branded video content that usually lived on a brand’s homepage and/or YouTube channel. While YouTube has historically reigned supreme when it comes to video consumption and distribution, Google’s video giant is by no means the only gig in town anymore. The belated emergence of video opportunities on the various properties of Facebook, Twitter and LinkedIn mean that social media is now equally, if not more important, for brands than YouTube. How should brands approach video syndication in 2016? How are they leveraging paid, owned and earned media within social channels, in particular, and what third parties are helping?


Fred Schonenberg Founder, VentureFuel
Mike Mikho Chief Marketing Officer, Laundry Service & Cycle
Mariana Rodriguez Group Director, Beeby Clark+Meyler
Andy Tu Chief Marketing Officer, DEFY Media

12:30PM - FOR WHOM THE BELL TOLLS? LIVE STREAMING AND TV BROADCASTING

Imagine if all broadcast content—news, entertainment, sports, weather, etc—were filmed using the same live streaming app, and you start to understand what the likes of Facebook Live, Twitter’s Periscope, Google’s YouTube and YouNow are after here. Is social media, the great time-suck of our time, about to assume broadcast news and entertainment just as it has taken large swathes of attention away from other traditional media? What, specifically, does this opportunity present for marketers, who are they backing to win, and what early experiments have borne fruit?



PJ Bednarski Columnist, MediaPost
Marla Skiko EVP, Director of Digital Innovation, SMG Multicultural
Don Wilcox Vice President, Digital Marketing and Services , PBS

1:00PM - BEYOND COMPLETION RATES - HOW SOCIAL VIDEO WORKS

Get the latest insights on how how new feed-based media environments like Twitter impact how people consume content. Join Twitter and IPG Mediabrands to discuss the latest research on consumer's mindset, perceptions of your brand, and the effectiveness of your branded video messages.


David Roter Head of Agency Sales, Twitter
Heather O'Shea Global Agency Research Lead, Twitter
Nick Childs Chief Creative Officer, Initiative & Society

2:15PM - THE NEW BRAND STORYTELLING

What are the best ways to approach VR and AR to get the marketing messages across and what are the best and coming platforms to do that? We ask the early practitioners to share the learnings from the first VR branded content and sponsored projects. How can VR/AR deepen consumer relationships by immersive experiences? Is this just the new “3D” or is there something genuinely revolutionary here for brand storytelling?




Kelly Andresen VP of Branded Content, GET Creative
Eric Grant Creative Director Of Emerging Experiences, Razorfish
Jerry Hudson VP, Future Experience & Head, FutureX Lab, Moxie
Gene Lewis Partner and Chief Creative Officer, Digital Pulp
Daniela Lobo Brand and Digital Strategy Director, SapientNitro

3:00PM - THE REALITIES OF VIRTUAL AND AUGMENTED REALITY





3:45PM - VR CONTENT: THE NEXT ENGAGING WAVE FOR BRANDS




Dave Meeker VP of Innovation, Isobar

4:00PM - RETAILERS FOLLOW POKEMON GO

After simmering in the background for many years, Pokemon Go introduced augmented reality to the masses. While the phenomenon hit a nerve well beyond traditional gamers, was it something beyond the brand and childhood memories of Pokemon that drove it? Now that the AR and VR doors are open, retailers are starting to test how VR can work for them by appealing to in-store shoppers




Rob Griffin Chief Innovation Officer, Almighty
Jake Bennett CTO, POP
Marley Kaplan Head of Innovation, Kinetic Worldwide

4:30PM - LESSONS LEARNED, OR WHAT NOT TO DO ON A VR PROJECT

Early going in VR was about testing and learning. What are the bumps along the way that marketers can be expected to encounter and how does one get around them? These experts have the scars to show what doesn’t work along with some of the best practices they have since developed. They will talk about the very real limits of VR in the world of marketing and the steps take that do work.




Steve Callan VP, Director - Creative Technology, Hill Holliday
Cedric Devitt Chief Creative Officer, Big Spaceship
Jon-Micheal Herrmann VP, Strategy, Giant Spoon
Andrew Klein Associate Director, Social Experience & Custom Product, Mediavest | Spark
Douglas Rozen Chief Digital & Innovation Officer, OMD

Presented with


Speakers

Nadia Harrison Senior Partner, Group Planning Director Maxus
Robyn Safran Group Manager Nair
Patrick Bennett EVP, Creative iCrossing
Caitlin Bergmann Director of Content and Creative Mediacom
Keith Grossman Global Chief Revenue Officer Bloomberg Media Group
Christine Petersen Managing Director, Investment Initiative Media
Gavin O'Malley Reporter MediaPost
Benjamin Bring Vice President, Mobile Media Director Ansible
Jeff Hinz Managing Partner, US Digital Director Mediacom USA
Rachel Pasqua Mobile Practice Lead MEC Global
Tony Pace Chairman ANA
Joe Mandese Editor-in-Chief MediaPost
Fred Schonenberg Founder VentureFuel
Mike Mikho Chief Marketing Officer Laundry Service & Cycle
Mariana Rodriguez Group Director Beeby Clark+Meyler
Andy Tu Chief Marketing Officer DEFY Media
PJ Bednarski Columnist MediaPost
Marla Skiko EVP, Director of Digital Innovation SMG Multicultural
Don Wilcox Vice President, Digital Marketing and Services PBS
David Roter Head of Agency Sales Twitter
Heather O'Shea Global Agency Research Lead Twitter
Nick Childs Chief Creative Officer Initiative & Society
Kelly Andresen VP of Branded Content GET Creative
Eric Grant Creative Director Of Emerging Experiences Razorfish
Jerry Hudson VP, Future Experience & Head FutureX Lab, Moxie
Gene Lewis Partner and Chief Creative Officer Digital Pulp
Daniela Lobo Brand and Digital Strategy Director SapientNitro
Dave Meeker VP of Innovation Isobar
Rob Griffin Chief Innovation Officer Almighty
Jake Bennett CTO POP
Marley Kaplan Head of Innovation Kinetic Worldwide
Steve Callan VP, Director - Creative Technology Hill Holliday
Cedric Devitt Chief Creative Officer Big Spaceship
Jon-Micheal Herrmann VP, Strategy Giant Spoon
Andrew Klein Associate Director, Social Experience & Custom Product Mediavest | Spark
Douglas Rozen Chief Digital & Innovation Officer OMD