Thursday November 14th
Now more than ever, every touchpoint and every ad is shop-able. Consumers can move at lightning speed from experiencing a brand ad to making a purchase. But driving conversion will take more than adding a simple site link. New creative rules are emerging, providing intelligence to help us understand how consumers evolve from “I want that brand” to “I want that specific product.” Learn how this helps drive lower-funnel conversion at lightning speed.
While addressable TV may be all the rave, the marketplace remains fragmented, limiting opportunity for many marketers to scale and drive consistent insights. We examine a few unique strategies being used my leading marketers to connect the dots and drive growth.
Panera is the epitome of a purpose driven-brand. It uses its size and scale to make a positive difference in the world guided by its 4-year mission and tagline, "Food As It Should Be". In this fireside chat with Panera's Scott Nelson will sit down with, John Bohan to share how Panera has brought this message to life through storytelling that shares its commitment to clean food. Among the topics discussed will be the success of Panera's short-form video series Behind The Counter as well as its original longer-form series Food Interrupted which celebrates the chefs and heroes of the healthy food movement. Scott will also share how the consumer has responded to Panera's purpose-driven mission helping the company to nearly double in market value in the last 5 years.
Choosing the right tools to guide your approach to true cross channel video planning is more important now than ever. Accounting for fraud, duplication, walled gardens, and data accessibility are just a few of the considerations that make investing in any cross platform planning tools worthy or a waste of time. This session will provide an in-depth look at the truths behind marketed cross platform planning tools and how to best apply today.
Great brands stand for more than just product features. They inspire audiences and they enrich communities. In doing so, they garner unparalleled business results. Days Inn proved this when they fulfilled the dreams of kids that couldn't afford to take part in America's favorite pastime, baseball. Days Inn created a baseball team for 30 deserving kids in California. They brought in a national champion coach to lead the team, an award-winning design team to create the uniforms, and leveraged Days Inn’s 4,500 locations to provide them with a comfortable place to stay while they traveled the country competing in tournaments. When Days Inn created an on-going series that tracked the team throughout the season, millions of people tuned in to watch the team go through practices, games, tournaments, crushing defeats and incredible victories. Over 2 million people watched the series, which significantly shifted perceptions of the Days Inn brand and lead to new customers and loyalty, ultimately generating an incredible 13X Return on Ad Spend.
Over the past year, Splash Worldwide has been driving a major qualitative research study among senior marketing clients and agency leads. The objective is to understand brands’ attitudes toward Dynamic Content Optimization (DCO), and identify key themes that are keeping marketers awake at night. Five clear “sleep disruptive” themes have emerged. The firm’s ongoing research among leading U.S. clients and agencies will be revealed exclusively for Video Marketing 360 Conference attendees, providing executives a pivotal opportunity to capitalize on the latest global insights into the emerging, mission-critical realm of DCO. Participants can expect to learn: . What are the key themes that brand and marketing executives are concerned about with DCO? . What are the current best practices for DCO? . How to create effective storytelling within the tight constructs of a DCO campaign. . How to deliver effective commercial messages while maintaining the integrity of your brand.
Gen Z has been borne into an always-on video world, and is perhaps the most verse and comfortable living behind and in front of the camera. That’s why ad agency RPA took a video-based approach to researching them; from video diaries and interviewing YouTube creators, to films about Z by Z filmmakers. What we learned? They’re changing identities faster than they can change the channel. Associate Director of Strategy Jess Watts will take attendees through the lens of Z, and tell you what they need to know to actually reach today’s youth.
While the Sistine Chapel depicts one of the greatest stories ever told, the experience isn't going to move the needle on Alpha Romeo sales. As such, a brand story that entertains but doesn't inspire business results is ART not MARKETING. So how does a brand create stories that are aligned with their core values but also authentically entertain and inspire the intended audience to respond in a way that is measurable? ‘Entergagement’, that’s how. In this room wide discussion we’ll break the conference norm and leverage the group’s expertise to define what exactly ‘entergagement’ is and why it should be top of mind for all marketers.
As consumer experience continues to span more and more devices, environments and platforms, requiring a myriad of bespoke strategies designed to reach and engage with your desired customer; measuring the outcomes of these strategies becomes increasingly difficult. Hear from some of the industry’s top thought leaders about tools and insight they’ve gathered in successfully navigating the world of holistic video measurement.
Mobile and OTT time shifting is at its highest in years, signaling a shift in the traditional tune-in linear TV behavior that dominates many current marketers video strategy today. We hear from marketers who have made bold leaps into pure play digital video to outsmart their competitors and win the new “video primetime”.
Attention is a commodity in today’s landscape where consumer viewing habits shift from day to day. TV is no longer the only screen on the market. Mobile phones emerged and with them social media platforms like Twitter, Snapchat and Facebook that gave rise to new methods of communication between consumers with friends, family and brands. Through interactions on social media, customers are shaping brands messaging. Showing marketers that social media platforms should be seen as long-term campaign strategy vs. performance metric. During this session, Catherine Oddenino, Advertising Insight Marketing Strategist at Facebook, will explain why, in today’s landscape the brands who are choosing to engage with customers across social media instead of interrupt them are coming out on top.
Marketers will learn:
1. What needs to change: Using the right metrics: Knowing what metrics your industry should be tracking and putting them into action across different devices and media.
2. Volume response - exploring social media campaigns: How investing time and strategy into a social media campaigns can yield similar results to TV campaigns - specifically changing investment dollars to be on a similar scale to TV can drive a significant response. We’ll examine data and research of social media wide campaigns to determine impact.
3. How to optimize media mix: Understanding which media delivers the best ROI and identifying the most cost effective media for driving business results.
Data suggests that multi-cultural audiences represent increased customer lifetime value and purchase opportunity for a wide array of brand categories, yet reaching these audiences isn’t as simple as a general market message. Today’s world requires a strategic approach to speaking not only to ethnicity, but culture, in a way that grants authenticity and trust for your brand, amongst a high return audience. We explore the empowerment of data signals within creative strategy and distribution as one of many ways to breakthrough and win your next loyal customer.
To truly connect with audiences today, successful brands are going beyond simply marketing their products to tell authentic, heartfelt stories. It’s working. Why? Because telling stories forges a deeper connection, elevating a brand, shaping perceptions and connecting to values people care about most. Hear two experts in the digital storytelling space discuss how to create brand content that resonates and learn where they see this trend going in the future.
Friday November 15th
Take a seat and go inside one of the most progressive users of video marketing as Burger King CMO Fernando Machado gives you his take on the future of video advertising. Get insights into what works and what doesn't, see examples of some of the most creative and innovative campaigns of the recent past and have a good laugh watching how creativity, video and technology are helping make grow the Burger King brand.
The elections are here are you ready? From the general tone of the country, to new laws, hacking, inventory issues and voter focus - What are lessons we can learn from the world of politics to help, insulate or engage audiences around brands during a crazy election cycle...
Instagram has been called the new “Mall of America” and recent Facebook influencer shopping models have made influencers the salespeople of today. As both young and older adults spend more time on social media, buy more from direct to consumer brands, and trust influencer guidance, we look to understand how to best navigate this social commerce landscape with emerging and innovative approaches to online video.
Linear TV, a once considered age and gender platform, has evolved to a world of rich consumer and viewer level data enabling advancements in both how marketers target their customers, and how they transact against TV inventory. While cost per points and cost per reach may still hold true for many marketers, using data to transform your TV buying metrics and transactional accountability can provide a unique advantage in today’s world of marketing.
As data privacy regulation continues to gain momentum in the US, the trusted value of location data and signals becomes more nebulous for all marketers, particularly local businesses that rely on proximity and geo-level insights to drive their marketing strategy. We talk to several leading marketers about how they’ve successfully married the use of compliant data with that of highly relevant video advertising to drive results on a local level.
From coolers to cookies, niche-focused communities are emerging as a powerful platform connecting brands with passionate and deeply engaged audiences. In this interview-style panel we’ll hear from brand, creator and influencer alike on the opportunities for marketers when harnessing the passion points of highly targeted creators, genuine content, and their fans. From leveraging star power and creativity to activate content beyond sponsored posts to creating engagement and measuring success; the value in authentically aligning your brand with an impassioned community is undeniable.
It’s true Fortnite is a social media network and in China, a huge population of gamers make a living off of viewer “gifting” during live streams, and entire TV shows are now watched on IG Live. We explore meaningful ways to connect with consumers in live digital environments. Brand safety, brand alignment, customer value and relevance are just some of the themes we’ll unearth as you prepare for the next wave of your video strategy.
Viral videos come and go, and often have a short-lived lifespan. How can your brand strike when the iron is hot and capitalize on the spotlight? Stance Socks saw the 2017 video of North Carolina public school teacher, Barry White, Jr. running down his line of 5th grader, greeting each student with their own secret handshake and knew there was an opportunity there. Stance tracked White down for the opportunity to repurpose the existing video content to produce an impactful ad for its Uncover the Uncommon back-to-school campaign. Learn more about how Stance and the team at Advantage Mrkt utilized existing content to create a brand-focused ad to enhance awareness via paid streaming and social.
Shopper marketing has traditionally been held to promotions, in store signage, trade, and other short term performance strategies that enhance retailer and supplier relationships. The rise of mobile video viewing, data targeting, and stoppable video experiences has caused a new wave of shopper marketing strategies - more reliant on the use of video to breakthrough.
Cost of video inventory remains a critical component of marketer confidence within today’s world of video buying. How do the best marketers in the world navigate price confidence, while also paying attention to brand safety, 3P verification, and true audience reach? We explore tips and suggestions in this session.
As more browser restrictions impact available cookie level data for targeting, and consumer privacy controls grow across digital platforms - the once trusted behavioral targeting strategy of many marketers will shift. How do you prepare? What technology can help you prepare and actively target your customers in a meaningful way while also allowing for consistent measurement outcomes? We take a look at a few of the industry’s leading solutions and what it means for marketers in a privacy first world.