IAB Audio Day 2018

November 1, 2018 Boston, MA

On November 1st the Audio Committee hosted an Audio Agency Day at the offices of Hill Holliday in Boston. More than 100 invited brand and agency marketers attended the event. The program included case study conversations with Capitol One, Bose and Mass Mutual, and featured smart discussions about programmatic audio, podcast measurement and audience insights, and sports programming and online audio. Anna Bager, EVP of Industry Initiatives at IAB, opened the day with a presentation “The Power of Audio”, and the day ended with a lively cocktail reception for speakers and attendees.

Presentation Slides

The Power of Audio | Podcast Measurement | Audio Intelligence Report | The Rise of Voice


Topics Included

The Power of Audio
The Latest on Podcast Measurement – What Every Advertiser Needs to Know
Winning Plays: Digital Audio and Sports Programming
Building Impactful Audio Branding: A Conversation with Capital One
Programmatic Audio Update
Creative Opportunities for Advertisers in Voice
Getting Creative with Data: Innovative Targeting Methods in Audio Campaigns
Podcast Audience Insights, a Research Presentation


Liz Anderson Liz Anderson Senior Communications Manager
Capital One

Liz Anderson, Senior Communications Manager, Capital One

Liz Anderson
Anna Bager Executive Vice President of Industry Initiatives

Anna Bager, Executive Vice President of Industry Initiatives, IAB

As EVP of Industry Initiatives at IAB, Anna Bager spearheads the strategic oversight of the digital media and marketing industries’ most vital and fastest growing platforms which include mobile, digital video, audio, measurement, and data. Under her leadership, she brings together and drives growth for three of the organizations’ paramount centers of excellence: The IAB Mobile Center, representing the mobile marketing, advertising, and media marketplace; The Digital Video Center, encompassing Advanced TV, OTT, and The Digital Content NewFronts, and The Data Center, developing consumer identifiers, data quality, industry benchmarks, and tools for data activation and automation. She is a driving force in building a one-stop shop for producing thought leadership, innovation, research, and best practices for these thriving industries.

Prior to joining the IAB, Bager was heading business intelligence at Ericsson Multimedia and head of research at Ericsson’s Business Consulting unit. Earlier, she was Research and Consulting Manager for IDC EMEA. Anna has received numerous accolades throughout her career, including being named “Most Important Women in Mobile Advertising” for Business Insider, and one of the “Top Women in Media” by Folio Mag for the past consecutive five years.

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Matt Cutair Matt Cutair CEO

Matt Cutair, CEO, DAX US

Matt Cutair
Gina Garrubbo Gina Garrubbo President and CEO
National Public Media

Gina Garrubbo, President and CEO, National Public Media

Gina Garrubbo

Gina Garrubbo is President and CEO of National Public Media, a subsidiary of NPR that is owned in partnership with PBS and WGBH, and is responsible for corporate sponsorship sales. In this key role, she leads NPM’s accomplished sales team in presenting unique national and regional underwriting opportunities on NPR, and across PBS stations.

Prior to joining NPM in 2015, Garrubbo was CEO of Garrubbo & Company, advising clients such as SheSpeaks, MediaBizNet and Swissclear Global on building their business in the media field or via digital, social or mobile advertising. Previously she was Senior Vice President of Hearst Magazines’ Totally Global Media, where she built a first of its kind, global digital advertising platform across Hearst and its publishing partners’ digital properties worldwide.
Garrubbo was also one of the key executives who built BlogHer into the largest multi-platform community for women in social media and before that served as Executive Vice President of Revenue for Oxygen Media, Executive President of Women.com, and Divisional Vice President of Sales for Discovery Communication. Her earliest years in the media business include stints with Wells, Rich, Greene, McCann-Erickson, and ABC Television in the Advertising Sales and Affiliate Relations divisions.
Garrubbo is a Co-Chair of the Interactive Advertising Bureau (IAB) Audio Committee, which creates standards and best practices to improve transparency within the audio marketplace. As an early board member of the IAB, Garrubbo helped create some of the first guidelines for brands and publishers in the digital space. She is also board member of the Social Media Advertising Consortium (SMAC).

Peter Gianesini Peter Gianesini Senior Director, Digital Audio Programming

Peter Gianesini, Senior Director, Digital Audio Programming, ESPN

Peter Gianesini
Nina Harvey Nina Harvey Head of Audio and Mobile Strategic Accounts
Rubicon Project

Nina Harvey, Head of Audio and Mobile Strategic Accounts, Rubicon Project

Nina Harvey
Les Hollander 3 Les Hollander Global Head of Products and Partner Sales

Les Hollander, Global Head of Products and Partner Sales, Spotify

Les Hollander 3
Pat LaCroix Pat LaCroix Head of Global Media, Sponsorship and Activation

Pat LaCroix, Head of Global Media, Sponsorship and Activation, Bose

Pat LaCroix
Carissa Lombardi Carissa Lombardi Director of Sales, New England

Carissa Lombardi, Director of Sales, New England, Pandora

Carissa Lombardi
Mark McCrery 2 Mark McCrery Founder and CEO
Podtrac and Authentic

Mark McCrery, Founder and CEO, Podtrac and Authentic

Mark McCrery 2
Michael Papish Michael Papish Head, Global Product Marketing

Michael Papish, Head, Global Product Marketing, Sonos

Michael Papish
Paul Pennelli Paul Pennelli Head of Direct to Consumer Marketing

Paul Pennelli, Head of Direct to Consumer Marketing, MassMutual

Paul Pennelli
Nick Southwell-Keely Nick Southwell-Keely Director of Brand Partnerships

Nick Southwell-Keely, Director of Brand Partnerships, Acast

Nick Southwell-Keely
Wilson Standish Wilson Standish Director of Voice
Gimlet Media

Wilson Standish, Director of Voice, Gimlet Media

Wilson Standish
Kevin Straley Kevin Straley Chief Content Officer

Kevin Straley, Chief Content Officer, TuneIn

Kevin Straley


1:30 pm - 1:45 pm

The Power of Audio

2018 is the year of Audio! IAB Executive Vice President of Industry Initiatives Anna Bager will discuss exciting trends in digital audio this year.

1:45 pm - 2:05 pm

Building Impactful Audio Branding: A Conversation with Capital One

As technology changes and connectivity increases opportunities to consume audio content, brands are honing their audio brand strategies and increasing media spends across audio platforms. How can brands and agencies build informed strategies  across this growing audio landscape? National Public Media’s Gina Garrubbo sits down with Liz Anderson of Capitol One to discuss the insights and tactics for brand messaging in audio that have help drive success, campaign performance, and connection with audiences.

2:05 pm - 2:40 pm

Winning Plays: Digital Audio and Sports Programming

Over the previous decade, the emergence of personalized music listening experiences led to the rise of digital audio consumption. More recently sports content has joined music in making its transition to digital.  Diversity of content, almost infinite choice and on-demand listening functionality has transformed the way that sports fans interact with audio.   This discussion will explore the trends shaping the future of this growing part of the digital audio ecosystem.

2:40 pm - 2:55 pm

The Latest on Podcast Measurement – What Every Advertiser Needs to Know

Podcast Ad Spending is expected to grow 110% by 2020 according to the latest IAB/PWC Podcast Ad Revenue Study.  As methods for measuring podcast ads and audiences continue to develop, learn the best metrics for today, plus the latest on evolving metrics, including IAB 2.0 Podcast Measurement Guidelines, Apple Analytics, Remote Audio Data (RAD), podcast rankings and more.

2:55 pm - 3:15 pm

Programmatic Audio: Who, What and When?

There has been tremendous innovation and progress in the programmatic audio space. This session will focus on programmatic buying in the Digital Audio marketeplace, discussing current practices and considering what is needed for continued expansion.

3:35 pm - 3:50 pm

Podcast Audience Insights that Brands Can Use

This research presentation will focus on data from a recent Ipsos survey of Podcast Listeners, including insights into who listens and how as well as data on how brands can use podcast advertising to impact brand awareness, engagement and purchasing.

3:50 pm - 4:20 pm

Creative Opportunities for Advertisers in Voice

16% of Americans 18+ or approximately 39 million people own a Smart Speaker. These devices offer nearly ubiquitous connectivity, often with voice activation, and seldom with a browser or even a screen. As the use of these devices expands — it’s projected to reach 76.5 million users by 2020 – use of a screen proportionally diminishes. Audio messaging will become even more relevant and important than it is today. This presentation will explore the creative possibilities advertisers can employ to reach consumers.

4:20 pm - 4:50 pm

Getting Creative with Data: Innovative Strategies in Audio Personalization

Long-term success of a brand is defined by its ability to form a lasting connection with its customers. The proliferation of new channels, devices, and technologies has created new opportunities for brands to engage their audiences in fresh, meaningful ways, particularly in the audio space. This session features a discussion on how combining data, audience insights, technology, creative, and personalization are resulting in success for today’s marketing leaders looking to drive relevance and results.

4:50 pm -

Please Join us for a Cocktail Reception!


Hill Holliday
53 State Street, 35th Floor
Boston, MA 02109