All times are in EST; Timing is not exact and subject to change as there will be a mixture of pre-recorded and live events throughout the day.
Agenda
Agenda
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10:40 am - 10:45 amBrand Academy: Welcome RemarksIAB Brand Academies are exclusively curated for brand marketers and agency executives to help them connect with publishe... Read MoreIAB Brand Academies are exclusively curated for brand marketers and agency executives to help them connect with publishers, platforms, and data companies to learn how they can leverage tools, data, and insights to help them make decisions that are critical to driving business growth. Industry research and practical learnings will be shared by IAB experts in conjunction with hands-on learning and case studies from leading solution providers. More details to be announced.
10:45 am - 11:05 amBrand Academy: Reach, Connect and Engage with the Modern CustomerTikTok is home to a new generation of storytellers that is defining culture. It has quickly become a place to find joy, ... Read MoreTikTok is home to a new generation of storytellers that is defining culture. It has quickly become a place to find joy, information and inspiration for millions of people around the world. Through native advertising formats marketers are leveraging TikTok to take an unconventional and modern approach to marketing. In this session, learn how TikTok offers brands a truly original way to connect and grow their customer base and drive revenue.
Speaker
Gabriel Nicolau
11:05 am - 11:25 amBrand Academy: A Data-Driven Approach to Podcast Campaign PlanningThis brand academy session will demonstrate how agencies and brands are getting smarter about the podcast strategic plan... Read MoreThis brand academy session will demonstrate how agencies and brands are getting smarter about the podcast strategic planning process using Nielsen’s Podcast Buying Power audience intelligence to:
- Better define the market opportunity in podcasting
- Learn more about how their addressable target consumes podcasts
- Refine and optimize podcast campaigns
- Identify new areas of opportunity that might have otherwise been missed
Speakers
Conor Doyle
Tony Hereau
Rachel Roberts
11:25 am - 11:45 amBrand Academy: Keeping Kids Safe while StreamingLearn more about Kidoodle.TV, a CTV, and mobile app dedicated to providing age-appropriate, educational, entertaining, a... Read MoreLearn more about Kidoodle.TV, a CTV, and mobile app dedicated to providing age-appropriate, educational, entertaining, and inspiring content for children 12 and under. This session will review the state of kids’ screen time and how advertisers can support families while embracing the mission of maintaining online safety for children.
Speaker
Michael Goodman
12:10 pm - 12:25 pmParis Hilton: How I Built a Billion-Dollar DTC BrandRather than serving as hired guns to endorse products, celebrities are skipping the middleman and actually launching the... Read MoreRather than serving as hired guns to endorse products, celebrities are skipping the middleman and actually launching their own brands and product lines. Paris Hilton is at the sharpest edge of this new trend, extending her personal brand into an empire of exciting ventures. A fireside chat will explore how Paris went from socialite to the CEO of a multi-billion-dollar global business featuring 19 product lines and earning over $4 billion in revenue.
Speakers
Paris Hilton
Carter Reum
12:25 pm - 12:50 pmThe Post-COVID Brand Economy Has Arrived: The IAB 2021 Brand Disruption ReportExplore how brands of all sizes are innovating to address disruption accelerated by COVID and social unrest. Building ro... Read MoreExplore how brands of all sizes are innovating to address disruption accelerated by COVID and social unrest. Building robust e-commerce sales engines across multiple channels, pivoting to create agile marketing/advertising strategies, delivering products faster and safer and avoiding tone-deaf messaging and business practices are all imperative for today’s 21st Century brands.
Speaker
Randall Rothenberg
12:50 pm - 1:15 amBrand Building in the Direct to Consumer EraWhat do SoulCycle, Rent The Runway, and Harry’s have in common? Gabby Cohen. Having led branding and communications at... Read MoreWhat do SoulCycle, Rent The Runway, and Harry’s have in common? Gabby Cohen.
Having led branding and communications at some of the biggest and most successful DTC brands, Gabby Cohen has been at the forefront of the disruptor brand economy since its early days. In this session, Gabby joins Jim Norton, Chief Revenue Officer, Flowcode, to discuss the importance of authenticity and experience for a 21st century brand, how to connect commerce and culture, the stories and lessons that she has learned along the way, and how to approach brand and marketing in our current climate.
Speakers
Gabby Cohen
Jim Norton
1:15 pm - 1:25 pmShopping Serendipity—Using Discovery Commerce to Create Delightful ExperiencesHow can marketers move beyond traditional e-comm, to surprise & delight consumers before they even know they want or... Read MoreHow can marketers move beyond traditional e-comm, to surprise & delight consumers before they even know they want or need something? The answer is “Discovery Commerce.” In this session Facebook’s VP of Marketing Solutions unpacks what Discovery Commerce is, and shares insight into how marketers can make it work for them.
Speaker
Simon Whitcombe
1:25 pm - 2:35 pmTrack SessionsThree concurrent deep-dive track give attendees the opportunity to dig into the topics most relevant to their business. ... Read MoreThree concurrent deep-dive track give attendees the opportunity to dig into the topics most relevant to their business.
Track A: Emerging Technology, Evolving Behavior: The Great Consumer Experience RebootThese sessions dig into the emerging platforms, technologies and trends – AR/VR, Voice Interfaces, Next Gen Audio and more – all of which are driving a complete rethink of what makes for engaging and impactful consumer experiences. We’ll also pay special attention to how the Covid pandemic has created both new obstacles and new opportunities for platforms and consumers alike.
View the full track here.
Speakers
Jordan Gladstone
Brad Grealy
Philip Inghelbrecht
Eric MerkowSponsored By
Track B: Innovative Leadership + Organizational Agility: Advanced Fundamentals of Post-Pandemic ManagementIn the wake of the Covid pandemic, companies have learned that having an agile organization is table stakes for successfully navigating a volatile market that Never. Stops. Moving. As the world changes, organizations need to flex in real time. Big brands are rebuilding how marketing departments work internally, and disruptor brands need elastic supply chains and flexible media strategies to chase rapid growth. These sessions dig into the approaches, organizational structures and individual leadership behaviors required to succeed in today’s turbulent times.
View the full track here.
Speakers
Cristina Alesci
Jason Baron
Dr. Russell Handorf
Will Flaherty
Heather Liebal
Mark SchlosserSponsored By
Track C: Data, Disrupted: Life After the 3rd Party CookieThe death of the 3rd party cookie is upon us, taking with it many legacy marketing practices. First party data, already integral to any brand’s strategy, has become the most important part of the marketer’s toolkit. These sessions dig into how brands can take full ownership of their data, translate it into useful activations with minimal complexity, and integrate new, high-impact data strategies.
View the full track here.
Speakers
Jenny Brodowsky
Nick Dujnic
Scott Kelliher
Abigail Mallick
Orchid Richardson
Lindsay Van KirkSponsored By
2:35 pm - 2:55 pmThe Power of Podcasting to Build Brands People Care About—Molson Coors Beverage Company Case StudyMolson Coors & Ad Results Media conduct a fireside chat discussing how Molson Coors’ diverse portfolio of brands m... Read MoreMolson Coors & Ad Results Media conduct a fireside chat discussing how Molson Coors’ diverse portfolio of brands made a big bet in the podcasting space. Learn how their portfolio of both iconic established brands and new category innovations are able to be bolder and faster in the podcast space while engaging with key consumers in an authentic way. This session also includes special appearances by “The Chicks in the Office,” Fran & Ria from Barstool Sports as well as Bill Simmons of The Ringer!
Speakers
Maria Ciuffo
Francesca Mariano
Steven Shanks
Bill Simmons
Kevin Welsh
2:55 pm - 3:15 pmThe Future is Direct: The DTC Evolution“DTC” is often associated exclusively with digitally native brands and retailers, but building direct relationships ... Read More“DTC” is often associated exclusively with digitally native brands and retailers, but building direct relationships with consumers has become a focus across the entire retail landscape. This year, every brand is undergoing transformation, centering on building and improving consumer engagement and commerce capabilities. In this session, Google Director Michael Burke investigates the emerging search trends currently taking rise during 2020, and shares how brands can adapt to meet the ever-changing consumer expectations.
Speaker
Michael Burke
3:15 pm - 3:30 pmSlumberkins: Doing Well While Doing Good in a New DTC WorldSlumberkins, a children’s educational brand on a mission to promote early emotional learning, went from taking a $200 ... Read MoreSlumberkins, a children’s educational brand on a mission to promote early emotional learning, went from taking a $200 loan to building one of the fastest growing privately held US companies in less than 5 years. In this session, Slumberkins’ co-founders discuss the relevance of community and connection in a digital world and share details about their upcoming co-production with The Jim Henson Company, which marks a shift in the company’s growth, evolving from DTC to become a media brand.
Speakers
Brad Berens, Ph.D.
Callie Christensen
Kelly Oriard
3:30 pm - 4:25 pmRetail ReimaginedA series of main stage sessions focused on how COVID changed the nature of consumer engagement and path to purchase. Fro... Read MoreA series of main stage sessions focused on how COVID changed the nature of consumer engagement and path to purchase. From discovery, to community building, to point of sale, every touchpoint on the consumer journey has been altered – and many of these new behaviors are here to stay.
‘IRL’ Becomes ‘IVL’: Why Virtual Consultations Are Overtaking Brick-and-Mortar ShoppingThe trend towards “storeless” digitally-centric shopping has been wildly accelerated by COVID-19. Now, every part of the retail experience has been upended, from discovery through to transaction and post-sale. This discussion features brands who are innovating in real-time in order to connect with their communities and consumers in this new world order.
Speakers
Amy Lanzi
Ariel Kaye
Melanie TravisThe (Shopping) Revolution Will Be StreamedCOVID has created immense challenges for retailers, requiring exploration and innovation when it comes to interacting with customers. Fred Segal turned this into an opportunity- launching Fred Segal LIVE, a live-streaming shopping channel that allows the iconic brand to interact with shoppers in real-time, and in the safety of their own homes. Live-stream shopping events in the U.S. are predicted to generate $25 billion in sales by 2023. Hear from Fred Segal CEO Jeff Lotman on why this is what the future of shopping looks like as he shares the LIVE story, both successes and lessons learned along the way.
Speaker
Jeff LotmanSwitch on the TV — Disruptors Achieving Success with “First Screen” Campaigns in 2020While larger DTC brands have already been making the leap from social platforms to TV & video, COVID-related disruption and improved addressability are opening these doors to smaller DTC brands as well. Learn how these brands have married the mainstays of online advertising – creative testing, audience targeting and programmatic buys- with the storytelling power and premium nature inherent to TV and Video.
Speakers
Nate Checketts
Michaela Giovengo
Rebecca Traverzo
4:25 pm - 4:50 pmRestoring the Soul of BusinessVeteran marketing expert Rishad Tobaccowala shares his playbook on how to lead and grow yourself, your teams and your bu... Read MoreVeteran marketing expert Rishad Tobaccowala shares his playbook on how to lead and grow yourself, your teams and your business through transformative times. Join in for a master class on what it takes to succeed in the midst of the great reinvention and rewiring of business and society we’re living through today.
Speaker
Rishad Tobaccowala
4:50 pm - 5:15 pmCannabis – The Ultimate DisruptionHow do you build a brand when it’s federally illegal? When we talk about “disruptors” there is possibly no other i... Read MoreHow do you build a brand when it’s federally illegal? When we talk about “disruptors” there is possibly no other industry as a whole more “disruptive” than the cannabis industry. Through a patchwork of state-level regulations and laws, this industry has had to build itself through a web of complex – and dynamic – ecosystems that allow them to bring their products to market. Perhaps no one knows this better than Jim Belushi, founder (and farmer) of Belushi’s Farm. Find out what led this busy, successful jack-of-all-trades entertainer to turn to farming cannabis – and why it’s more than just his “next act.” Find out how he has built out his signature brands (Belushi’s Farm, Belushi’s Secret Stash, Captain Jack’s, Good Ugly Weed, and, of course, the Blues Brothers) and the bigger role cannabis can play in the world.
Speakers
Jim Belushi
Anne G. Donohoe
1:25 pm - 1:55 pmAttention Brands: How Decked Are Your Digital Halls?Despite all that has occurred in 2020, people will still look to connect, create a sense of togetherness and show their ... Read MoreDespite all that has occurred in 2020, people will still look to connect, create a sense of togetherness and show their appreciation via gift giving – and brands will still seek a positive ROI on their seasonal strategies. As brands meet consumers where they are at this current moment, there is heightened emphasis on engagement and reaching the customer in real time, as physical shoppers are becoming digital shoppers. This holiday season is a crucial moment for brands pushing the bounds of creativity and exploring new ways to bring the physical store environment to the digital world, with promised data, sales and engagement levels set to inform future strategies and planning.
Speaker
Eric Merkow
1:55 pm - 2:15 pmSound On: What’s Next For Streaming AudioAudio consumption habits are rapidly changing and people are streaming more audio than ever – with podcasts at the... Read MoreAudio consumption habits are rapidly changing and people are streaming more audio than ever – with podcasts at the forefront. Join us to hear the latest listening insights from 2020, how podcast listeners are taking action, and how FanDuel is tapping into this medium to reach their consumers.
Speakers
Jack Drillich
Brad Grealy
Zoe Soon
2:15 pm - 2:35 pmHow Dave.com Diversified Paid Acquisition Beyond Facebook with TV AdvertisingDave Banking has over 100,000 users and is confident they will reach 1 million by year-end. Learn how they balanced line... Read MoreDave Banking has over 100,000 users and is confident they will reach 1 million by year-end. Learn how they balanced linear and streaming TV to find new audiences, at scale, to expand their growth marketing efforts beyond social media platforms.
Speakers
Jordan Gladstone
Philip Inghelbrecht
1:25 pm - 1:55 pmAgility in Action: Leading Rapid Transformation through a Dynamic EnvironmentWith each passing month of 2020, the long term future for shopping feels more unpredictable. Which new consumer behavior... Read MoreWith each passing month of 2020, the long term future for shopping feels more unpredictable. Which new consumer behaviors will be passing, and which will stick? Agile brands are striving to pivot in real time, taking action bigger and faster than ever before to be ready to meet the demands of their future customer. Join Heather Liebal, Head of Strategy & Insights at Google, as she explores some of the most bold, innovative, and transformative moves made by brands this year with the leaders who drove them.
Speakers
Kevin K. Brown
Heather Liebal
Brady Stewart
1:55 pm - 2:15 pmFlexibility First: How the Best Leaders Listen to Their Clients.Telehealth and digital healthcare boomed when COVID-19 hit, and so did digital health company Roman. Join CNN Correspond... Read MoreTelehealth and digital healthcare boomed when COVID-19 hit, and so did digital health company Roman. Join CNN Correspondent Cristina Alesci, WarnerMedia’s SVP of Direct Marketing Jason Baron and Roman’s VP of Growth Will Flaherty for a conversation about the importance of flexible media strategies and reimagined messaging to consumers during a time of disruption.
Speakers
Cristina Alesci
Jason Baron
Will Flaherty
2:15 pm - 2:35 pmThink like a Hacker, Protect Your Marketing Campaign from Cybercriminals: Lessons From a former FBI Computer ScientistSometimes the best way to protect your property is to try and think like the people who want to steal it. For marketers,... Read MoreSometimes the best way to protect your property is to try and think like the people who want to steal it. For marketers, that means thinking like the cybercriminals and bad actors who are using automation tools to drive fake interaction with marketing campaigns. White Ops’ Mark Schlosser and former FBI Cyber Analyst, Dr. Russell Handorf, will chat with brand marketers about tactics and campaigns that have worked and how hackers abuse those tactics to siphon your campaign dollars.
Speakers
Dr. Russell Handorf
Mark Schlosser
1:25 pm - 1:55 pmJumping Over the Wall with AIOur industry is being upended by changes in privacy policy. Meanwhile, societal forces – the global pandemic, soci... Read MoreOur industry is being upended by changes in privacy policy. Meanwhile, societal forces – the global pandemic, social injustice, climate change – are causing massive shifts in consumer behavior, all while increasing pressure on organizations to deliver against the bottom line, with fewer resources. The convergence of these forces makes it imperative for brands to look beyond walled gardens and seek new ways to meaningfully engage with their customers and prioritize privacy without sacrificing personalization.
Speakers
Jenny Brodowsky
Lindsay Van Kirk
1:55 pm - 2:15 pmHumanizing data: how Tracfone connects the dots to truly understand their customerWhile 2020 has taught us many things, the most important takeaway is that change can happen at any moment. Brands must b... Read MoreWhile 2020 has taught us many things, the most important takeaway is that change can happen at any moment. Brands must be nimble and their partners agile. And to make an impact, brands need to truly understand the heart and soul of people – their customers. Data is crucial, but data on it’s own has no spending power. People do. During this session, you’ll hear how Tracfone connects the data dots, stays nimble, and ultimately drives ROAS with eBay Ads.
Speakers
Scott Kelliher
Sean Popen
2:15 pm - 2:35 pmHow to Start Preparing Your Brand for a Cookieless FutureAs cookies go away the industry is moving to find viable, sustainable solutions that will allow brands and marketers to ... Read MoreAs cookies go away the industry is moving to find viable, sustainable solutions that will allow brands and marketers to speak directly to their customers…with their permission. This session unpacks how email, as a consent-based environment, allows brands to get close to consumers while respecting privacy, and shares insights on how it can become a more central part of digital strategy.
Speakers
Nick Dujnic
Abigail Mallick
Orchid Richardson
5:15 pm - 5:45 pmCocktails & ConversationsAfter an enlightening day of content, relax (maybe grab a drink) and connect with you peers in the lounge. These unmoder... Read MoreAfter an enlightening day of content, relax (maybe grab a drink) and connect with you peers in the lounge.
These unmoderated roundtables are quick 15 minute “face to face” discussions with fellow attendees about learnings, context, and what is next. Interested in more than one topic, no problem, there are two rounds of discussion. Click the lounge tab, grab a seat, and cheers!
Theme: Theme: Disruption is the New Normal
Round 1: 5:15pm- 5:30pm
Round 2: 5:30pm-5:45pmTopics:
- Thriving During Disruption: What are recipes for success in driving consumer demand, aligning messaging with customer sentiment and being operationally agile during times of continued disruption?
- Emerging Tech: Whether it’s live-streaming, virtual consultations, AR/VR or voice interfaces, which emerging tech is the one my brand should pursue?
- Agility: How are bigger brands refashioning their operations to be truly agile as disruption becomes the new normal?
- Advertising beyond the Walled Gardens: How to achieve scale while being privacy-compliant and brand-safe when advertising on the open web?
- 1st Party Data: What are the leading strategic and creative ways brands are leveraging 1st party data to engage customers, drive sales and increase customer loyalty?
5:15 pm - 5:45 pmOffice Hours with Randall RothenbergClick the Zoom link in the Event Social Feed to Join! Join Randall Rothenberg as he goes deeper into the 2021 IAB Brand ... Read MoreClick the Zoom link in the Event Social Feed to Join!
Join Randall Rothenberg as he goes deeper into the 2021 IAB Brand Disruption Report and how COVID-19 accelerated changes to the consumer brand ecosystem. He’ll take your questions, and discuss whichever parts of the study interest you most. Space is limited.
Speaker
Randall Rothenberg -
11:00 am - 11:05 amBrand Academy: Welcome RemarksIAB Brand Academies are exclusively curated for brand marketers and agency executives to help them connect with publishe... Read MoreIAB Brand Academies are exclusively curated for brand marketers and agency executives to help them connect with publishers, platforms, and data companies to learn how they can leverage tools, data, and insights to help them make decisions that are critical to driving business growth. Industry research and practical learnings will be shared by IAB experts in conjunction with hands-on learning and case studies from leading solution providers. More details to be announced.
11:05 am - 11:25 amBrand Academy: Driving Business Impact with Creative Strategy & BehaviorsJoin Facebook’s Creative Researcher for Marketing Science, Audrey Burgess, as she discusses some of the common cre... Read MoreJoin Facebook’s Creative Researcher for Marketing Science, Audrey Burgess, as she discusses some of the common creative strategies that breakthrough brands are successfully leveraging across Facebook. Building connections, creative strategy and importance of mission will be discussed.
Speaker
Audrey Burgess
11:25 am - 11:45 amBrand Academy: Advertising Automation 101Advertising Automation has emerged as a new category of AdTech that brings advertising planning and media execution into... Read MoreAdvertising Automation has emerged as a new category of AdTech that brings advertising planning and media execution into a single platform, giving media planners and buyers visibility into, and seamless control over the consumer journey. The illumin™ technology provides sequential messaging across the Open Web, utilizing a wide range of ad formats, devices, and publishers with real-time measurability and insights to help further automate customer communication.
Speaker
Seraj Bharwani
12:10 pm - 12:30 pmInnovation, Cat Videos, & The Birth of a New Pet Food BrandThe cultural movement of celebrities shifting from endorsers to entrepreneurs and owners of consumer brands isn’t just... Read MoreThe cultural movement of celebrities shifting from endorsers to entrepreneurs and owners of consumer brands isn’t just limited to humans. Enter Nala, Instagram’s favorite cat – with over 4 million followers. In this session, Nala, and the humans who rescued her, share how they partnered with CAA’s Creative Labs to turn this Instagram celebrity into a successful DTC cat food brand, and what brands can learn from this unconventional endeavour.
Speakers
Brad Berens, Ph.D.
Leonard Brody
Shannon Ellis
Pookie Methachittiphan
Nala Cat
12:30 pm - 12:55 pmIAB 250 Special Report: Covid EditionThis special edition of the IAB’s “250 Direct Brands to Watch” surfaces and recognizes the companies from the list... Read MoreThis special edition of the IAB’s “250 Direct Brands to Watch” surfaces and recognizes the companies from the list who were able to innovate and accelerate successfully this year, despite the significant interruptions to their business operations due to COVID. This session will provide a collection of exemplary case studies and models that all brands can leverage in the face of unforeseen disruptions.
Speakers
Chris Bruderle
Godfrey Powell, Jr.
Rebecca Skrak
Dan Ramsay
12:55 pm - 1:15 pmSeize the Moment, Seize Your StoryWhen TikTok creator Nathan Apodaca took his longboard for a cruise down the street, he started what we can now see as on... Read MoreWhen TikTok creator Nathan Apodaca took his longboard for a cruise down the street, he started what we can now see as one of the world’s favorite cultural moments of 2020. ‘Dreams’ by Fleetwood Mac instantly topped the charts for the first time in decades and Ocean Spray juice became the cornerstone of the viral trend. In this session, learn more about how the Ocean Spray team seized this cultural moment in time to tap into the TikTok platform, tell their story, and connect with an engaged community in an entirely real and authentic way.
Speakers
Chris Ferzli
Sandie Hawkins
1:15 pm - 1:35 pmProducts, Partnerships and Community A New Marketing Framework for Modern BrandsDarren Herman is the rare executive with a true 360 understanding of the entire marketing – media- technology valu... Read MoreDarren Herman is the rare executive with a true 360 understanding of the entire marketing – media- technology value chain, having held senior leadership positions at award winning agencies and world changing technology companies like Mozilla. Now, as Operating Partner, Bain Capital, Darren puts that knowledge to use, leading their portfolio companies through the complex waters of digital transformation. In this session, he shares his New Marketing Framework for modern brands.
Speakers
Darren Herman
Randall Rothenberg
1:35 pm - 1:45 pmDigital Marketplaces: More Than Just a Distribution ChannelIn 2020, According to IBM’s U.S. Retail Index, the shift away from physical stores to digital shopping accelerated by ... Read MoreIn 2020, According to IBM’s U.S. Retail Index, the shift away from physical stores to digital shopping accelerated by approximately five years. With that massive consumer shift, brands must consider eCommerce as more than just a distribution channel. Digital marketplaces provide invaluable marketing and advertising opportunities, all fueled by powerful shopping data. But not all eCommerce marketplaces are created equal. Find out how Tracfone’s partnership with eBay Ads, and the deep customer insights they discovered, led to an exclusive new product offering.
Speakers
Scott Kelliher
Sean Popen
1:45 pm - 2:50 pmTrack SessionsThree concurrent deep-dive track sessions give attendees the opportunity to dig into the topics most relevant to their b... Read MoreThree concurrent deep-dive track sessions give attendees the opportunity to dig into the topics most relevant to their business.
Track A: Emerging Technology, Evolving Behavior: The Great Consumer Experience RebootThese sessions dig into the emerging platforms, technologies and trends – AR/VR, Voice Interfaces, Next Gen Audio and more – all of which are driving a complete rethink of what makes for engaging and impactful consumer experiences. We’ll also pay special attention to how the Covid pandemic has created both new obstacles and new opportunities for platforms and consumers alike.
View the full track here.
Speakers
Sofia Hernandez
Jacee Scoular
Brandon StudySponsored By
Track B: Innovative Leadership + Organizational Agility: Advanced Fundamentals of Post-Pandemic ManagementIn the wake of the Covid pandemic, companies have learned that having an agile organization is table stakes for successfully navigating a volatile market that Never. Stops. Moving. As the world changes, organizations need to flex in real time. Big brands are rebuilding how marketing departments work internally, and disruptor brands need elastic supply chains and flexible media strategies to chase rapid growth. These sessions dig into the approaches, organizational structures and individual leadership behaviors required to succeed in today’s turbulent times.
View the full track here.
Speakers
Katie Doyle
Shiloh Gray
Brian NorrisSponsored By
Track C: Data, Disrupted: Life After the 3rd Party CookieThe death of the 3rd party cookie is upon us, taking with it many legacy marketing practices. First party data, already integral to any brand’s strategy, has become the most important part of the marketer’s toolkit. These sessions dig into how brands can take full ownership of their data, translate it into useful activations with minimal complexity, and integrate new, high-impact data strategies.
View the full track here.
Speaker
Konrad FeldmanSponsored By
2:55 pm - 3:15 pmDriving Brand Responsibility Throughout the Media Planning ProcessDuring the unprecedented events of 2020, the concept of “brand responsibility” has become more important than ever b... Read MoreDuring the unprecedented events of 2020, the concept of “brand responsibility” has become more important than ever before. During this conversation, key marketing and agency leaders will be sharing what brand responsibility means to them, how they are building that accountability into their media plans and activations, and how they are measuring success.
Speakers
Michael Clark
Sheryl Goldstein
Bernadette Knight
Rachel Lowenstein
Brad Moranchek
3:15 pm - 3:35 pmPandemic-Driven Change: How Brands Have Evolved During a Year of TransformationThe pandemic has accelerated change across a wide range of industries, forcing consumers and marketers alike to radicall... Read MoreThe pandemic has accelerated change across a wide range of industries, forcing consumers and marketers alike to radically change how they manage their day-to-day activities. E-commerce and digital advertising are clear beneficiaries, and are likely to sustain their gains. We discuss how related trends will evolve in 2021 and beyond.
Speaker
Brian Wieser
3:35 pm - 3:55 pmCulture-First CommerceToday’s consumer wants to put their purchasing power to use supporting brands that match their values. And sourcing th... Read MoreToday’s consumer wants to put their purchasing power to use supporting brands that match their values. And sourcing these brands shouldn’t require a literal treasure hunt, which is why Chana Ewing launched GEENIE, a curated beauty marketplace that enables consumers to discover, shop and share brands they believe in. In this fireside chat Chana sits down with DFlash CEO Laura Mignott to tell the GEENIE story, and share her POV on what it means to be a culture-first brand.
Speakers
Chana Ewing
Laura Mignott
3:55 pm - 4:15 pmHow Venture Partners Are Boosting Beloved Consumer BrandsThe pace of new technology has dramatically increased the rate at which consumer behavior changes and how big corporatio... Read MoreThe pace of new technology has dramatically increased the rate at which consumer behavior changes and how big corporations view innovation. M13 partners Carter and Courtney Reum will talk about how Silicon Valley partnerships help incumbents keep an eye on the rearview mirror to stay ahead of disruptions, how ripple effects impact consumer behavior, and the demographic trends driving adoption of new technology across generational divides.
Speakers
Carter Reum
Courtney Reum
Sharon Terlep
4:15 pm - 4:45 pmExits & Endgames The State of Play for DTC M&A, IPO, SPACs & MoreThe days of DTC brands being valued like tech companies – unicorns galloping towards billion dollar exits- may be ... Read MoreThe days of DTC brands being valued like tech companies – unicorns galloping towards billion dollar exits- may be behind us. So what’s a founder to do? New financial vehicles like SPACs offer a different path than traditional IPOs, and this will impact how big brands think through whether to buy or build their own direct-to-consumer products and practices. In this session, industry experts share their POV on what this means for the entire brand ecosystem.
Speakers
Michael Duda
Jesse Horwitz
Jeff Lin
Romitha Mally
1:45 pm - 2:10 pmWho Needs Cookies? New Frontiers of Performance MeasurementContent consumption has skyrocketed during the pandemic and this shows no signs of abating. Concurrently, the rise of co... Read MoreContent consumption has skyrocketed during the pandemic and this shows no signs of abating. Concurrently, the rise of consumer privacy protections, the deprecation of cookies, and the introduction of regulations like GDPR and CCPA present challenges for advertisers looking to connect with target audiences.
In this session, DoubleVerify will share insight about consumer behavior and attitudes around ad receptivity, and show how advertisers can tap into new ways of predicting and measuring performance – from contextual targeting to metrics that allow marketers to gauge all aspects of user engagement and creative optimization – all leveraging privacy-friendly data.
Speakers
Lung Huang
Gian LaVecchia
Trace Rutland
2:10 pm - 2:30 pmGetting Real on TikTokOver the past year, we’ve seen an incredible shift in the way people are engaging with each other and with brands.... Read MoreOver the past year, we’ve seen an incredible shift in the way people are engaging with each other and with brands. People want real, they want personal, and they want that authentic relationship with the brands they love as well. In this session, discover how realness has emerged as the new cultural currency and hear from brands like Hollister and Momentary Ink on how they’re thinking beyond the traditional marketing mindset to create content that entertains and inspires the community in real and authentic ways.
Speakers
Sofia Hernandez
Jacee Scoular
Brandon Study
1:45 pm - 2:10 pmA Modern Love Story: Consumers & Tech…. and the Role for BrandsWe are living through a series of societal awakenings. Brands must change with culture or risk being phased out. Pivotal... Read MoreWe are living through a series of societal awakenings. Brands must change with culture or risk being phased out. Pivotal, a groundbreaking new thought leadership platform from NYT Advertising rooted in extensive research & first-party data, is purpose-built for marketers seeking relevance and deep consumer insight on the most important topics, including Race, Climate, Sex, Gender, Money — and the focus of this session — Tech.
Our relationship with tech has changed enormously over the past 15 years, moving from a period of excitement and novelty to contentment and complacency. Now, like any long-term partner, tech is deeply embedded in nearly every aspect of our lives–an intimacy and dependency that has accelerated at a ten-year pace over the last eight months. The relationship is tense, but there is real opportunity to rehab. How can brands leverage technology to build a more meaningful, trusting relationship with consumers and help them reclaim the good in tech? Find out as we announce our findings and discuss with the reporters who weighed in to help brands navigate the space and understand what consumers are seeking in the brands they choose.
Speakers
Erin Hennessy
Farhad Manjoo
Allison Murphy
2:10 pm - 2:30 pmCreating a Direct Line to Consumers with Direct to ScaleJoin NBCUniversal’s Brian Norris, SVP, Direct to Scale & Commerce Partnerships, for a deep dive into how brands ca... Read MoreJoin NBCUniversal’s Brian Norris, SVP, Direct to Scale & Commerce Partnerships, for a deep dive into how brands can confidently navigate times of disruption, and transform uncertainty into opportunity for connecting with key audiences.
Speakers
Brooke Ambler
Brian Norris
1:45 pm - 2:10 pmAdvanced TV: The Road to Cross MediaThe TV industry is embarking on game-changing advancements and it is imperative to address growing marketers’ conc... Read MoreThe TV industry is embarking on game-changing advancements and it is imperative to address growing marketers’ concerns of comprehensive, privacy-safe cross-media measurement. Join Scott Brown, General Manager, Audience Measurement, Nielsen as he explores the full breadth of addressable TV and the impact that this has on the cross-media landscape and the industry at large.
Speaker
Scott Brown
2:10 pm - 2:30 pmFocus on Metrics that Matter: Rewrite your TV Measurement StrategyThere’s never been a better time to experiment on TV. Viewership is up and it’s a buyers’ market. Mark... Read MoreThere’s never been a better time to experiment on TV. Viewership is up and it’s a buyers’ market. Marketers cannot afford to stick with the status quo of TV measurement, yet fully embracing new cross-screen measurement solutions can feel challenging. This session will cover how you can move away from long-used industry metrics, incomplete data sets, and address long-standing challenges with identity, data connectivity, and other evolving tools.
Speakers
Christine Grammier
Jay Prasad
2:30 pm - 2:50 pmA Rallying Cry for the Open InternetThe internet’s original sin was allowing users to believe that that content is free, when good content – that in... Read MoreThe internet’s original sin was allowing users to believe that that content is free, when good content – that informs, entertains and connects us – is generally very expensive to create and mostly supported by an ad-funded economic model. The advertising technology produced to support this system has undergone many shifts – and now must quickly evolve again to survive. Join Konrad Feldman, co-founder and CEO at Quantcast, as he discusses consented audiences, identity, direct activation and what we should expect from the future of the open internet.
Speaker
Konrad Feldman
2:30 pm - 2:50 pmIs Your Organization Ready for a World Without Stores? Building Relationships and Loyalty with Digital as Your New StorefrontConsumers have been migrating from in-store to online for the last decade but the last 6 months have seen an unprecedent... Read MoreConsumers have been migrating from in-store to online for the last decade but the last 6 months have seen an unprecedented acceleration of this trend due to Covid. Now retailers are trying to figure out how to bring the in-store experience to eCommerce and deliver the kind of personalized, high-touch service that keeps customers coming back.This session will discuss the ways that innovative brands like Crate and Barrel and Warby Parker are transforming their service operations to thrive in this new era.
Speakers
Katie Doyle
Shiloh Gray
Corey Lewis
4:45 pm - 5:15 pmCocktails & ConversationsAfter an enlightening day of content, relax (maybe grab a drink) and connect with you peers in the lounge. These unmoder... Read MoreAfter an enlightening day of content, relax (maybe grab a drink) and connect with you peers in the lounge.
These unmoderated roundtables are quick 15 minute “face to face” discussions with fellow attendees about learnings, context, and what is next. Interested in more than one topic, no problem, there are two rounds of discussion. Click the lounge tab, grab a seat, and cheers!
Theme: The Way for Forward in Brand Authenticity
Round 1: 4:45pm- 5:00pm
Round 2: 5:00pm- 5:15pmTopics
- Authentic Consumer Connections: What’s the playbook for brands being “real” and creating true cultural currency with consumers?
- First-Screen Advertising: How to effectively and efficiently leverage and measure the true impact of investment in the “first screen”.
- Big Brands Reimagined: How are big brands innovating to stay ahead of new competition and remain relevant as consumer tastes change and shopping habits evolve?
- Measurement: As the old methods of tracking die with the 3rd party cookie, what are the new tactics brands are using to measure everything from ad receptivity and engagement to reach and frequency?
- 250 to Watch: What’s separating brands that have been successful and continue to grow through COVID vs. those who have stalled and facing an uncertain future?
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12:05 pm - 12:35 pmWhere AI meets EIDigital Marketers are awash in the promise of Artificial Intelligence and Machine Learning: Its Data is helping inform c... Read MoreDigital Marketers are awash in the promise of Artificial Intelligence and Machine Learning: Its Data is helping inform creative. Its Data is helping Optimize creative. But what about Emotional Intelligence – the emotional side of messaging? How are Systems Thinkers and Storytellers coming together to deliver on the promise of data-driven creative – while making sure it’s still emotional enough to make consumers feel?
Speaker
Alan Schulman
12:35 pm - 12:45 pmCreative Showcase: Clinch & Anheuser-BuschNow more than ever, Marketers are investing in Artificial Intelligence to deliver advertising that is relevant, contextu... Read MoreNow more than ever, Marketers are investing in Artificial Intelligence to deliver advertising that is relevant, contextual and hyper-personalized to individual customer preferences. And with consumer shopping behavior changing the day, and varying drastically by location, brands are beginning to use commercially available AI to intelligently identify and segment audiences, build and test ad creatives, improve performance, and optimize spend—automatically, in real-time, and at scale. Learn how Anheuser-Busch inBev is leveraging Clinch’s AI-driven creative technology to achieve:
- Creative automation at scale to quickly adjust messages and content without sacrificing quality
- Full funnel omnichannel execution that seamlessly drives customers down the path to purchase
- Bi-directional data sharing between Clinch and ABI’s CDP for deeper insights and better audience development
Speakers
Cleber Dantas
Oz Etzioni
12:45 pm - 1:10 pmAI-Driven Creative Analysis: The Next FrontierThere is no tension between human creativity and artificial intelligence: instead, it’s an exciting and wholly ori... Read MoreThere is no tension between human creativity and artificial intelligence: instead, it’s an exciting and wholly original collaboration. As artificial intelligence (AI) and machine learning (ML) evolve at eye-widening rates, they are changing both how creatives approach advertising as well as what they create. By linking data to human activity, AI and ML enable creatives to recognize new patterns, uncover new ideas, and surface emotions: all of which combine to deliver startling, original work.
Speakers
Trace Cohen
Steve Latham
Robert Redmond
Orchid Richardson
1:10 pm - 1:20 pmCreative Showcase: The Data-Driven Creative Inspiration Behind The Wall Street Journal’s “Read Yourself Better” CampaignThe Wall Street Journal has long been a committed data-driven marketer, tapping site usage and its first-party data to i... Read MoreThe Wall Street Journal has long been a committed data-driven marketer, tapping site usage and its first-party data to inform its subscription efforts. For one of the Journal’s more recent brand initiatives, “Read Yourself Better,” a campaign challenging readers to go beyond the easy answers and echo-chamber certitude of our overloaded media culture, they began with the insight that Journal readers use its content to fuel progress in their personal and professional lives.
“Read Yourself Better” staked its claim on the theme of self-determination – only by reading past the memes, hashtags and algorithmically-selected news stories that populate our media feeds can we make better decisions, informed by trusted facts. It’s a message that’s resonated, with the campaign helping the Journal drive one of its largest sales periods on record, and helping maintain its stature as America’s most trusted newspaper.
Speakers
Colm Murphy
Karl Wells
1:20 pm - 1:45 pmProgrammatic's Influence on the Creative EconomySince the dawn of digital marketing, brands have used data to target ads that deliver business results, grow awareness, ... Read MoreSince the dawn of digital marketing, brands have used data to target ads that deliver business results, grow awareness, and yield actionable insights. Programmatic advertising added unprecedented velocity and scale to the mix. But programmatic isn’t just the sharpest edge for targeting; it also impacts the creation of best-in-class advertising. But where do you start? This session will outline best practices and define the essential elements that can help creative get the most out of data
Speakers
Shailin Dhar
Angelina Eng
Lisa Fulks
Sargi Mann
1:45 pm - 2:00 pmThe Future of Creative - Brand and DemandPowerful creative forges connections. Real time data informs and delivers that creative directly to consumers. And yet, ... Read MorePowerful creative forges connections. Real time data informs and delivers that creative directly to consumers. And yet, often these are at odds. Hear from both the client and agency side on how data and technology can enhance the creative process and lead to dynamic, better informed and highly relevant brand experiences.
Speakers
Carl Fremont
Kim Wijkstrom
2:00 pm - 2:10 pmCreative Showcase: Raising the Bar with Life-Like AR!Capturing the attention of children in a learning context is no short order. How do you make reading and learning an eng... Read MoreCapturing the attention of children in a learning context is no short order. How do you make reading and learning an engaging and immersive experience that appeals to both children and parents? Sugar Creative teamed up with Unity to bring a classic brand into the world of AR through an app called the Dr. Seuss’s ABC – An Amazing AR Alphabet!
Speakers
Will Humphrey
Tony Parisi
Zoe Soon
2:10 pm - 2:35 pmAR for Immersive Storytelling and Brand DiscoveryImmersive technologies– virtual, augmented, and mixed reality –represent a powerful new storytelling toolset that pr... Read MoreImmersive technologies– virtual, augmented, and mixed reality –represent a powerful new storytelling toolset that provides marketers with richer ways to reach and engage consumers. Going beyond time spent, and the question of “did they see my ad?,” these immersive formats allow audiences to directly experience a message, providing depth of connection and memorability that is key for message retention. Join IAB’s Zoe Soon and leading companies in the augmented reality space as they discuss how brands and marketers can unlock the full potential of this exciting new medium
Speakers
Carolina Arguelles
Tuan Mai
Tony Parisi
Zoe Soon
2:35 pm - 2:45 pmCreative Showcase: PandoraWhere data informs selfcare: How Dove is using the power of sound Info to be covered: Project Brief Pandora Soundboard ... Read MoreWhere data informs selfcare: How Dove is using the power of sound Info to be covered:
- Project Brief
- Pandora Soundboard
- Disruption + Creativity + Production
- Soundescapes by Dove only on Pandora
Speaker
Alberto Santiago Deida
2:45 pm - 3:10 pmContext + Creative: The New Power Couple of Digital AdvertisingWhen advertisers target context, they do so based on the site, content and audience that aligns best with their brand. M... Read MoreWhen advertisers target context, they do so based on the site, content and audience that aligns best with their brand. Marketers leverage keyword targeting, topic targeting and audience insights to deliver relevant ads to users. In this session, we’ll hear how contextual targeting and creative work best together to deliver quality users and drives efficiencies, as we prepare for a world without cookies and identifiers.
Speakers
Rahil Berani
Angelina Eng
Bryon Schafer
Allison Schulte
3:10 pm - 3:20 pmCreative Showcase: Quality and Performance: Ensuring a Transparent Environment for Creative to ThriveIt seems intuitive to say that good creative only thrives in a high-quality environment, but what does this really mean?... Read MoreIt seems intuitive to say that good creative only thrives in a high-quality environment, but what does this really mean? Transparency provides insight on performance drivers, such as publisher placements and best performing ad creative alternatives, which are necessary for optimization strategies. Without visibility into any of these, neither creative or media optimization will be possible. In this session, we’ll explore what quality means in a digital environment, the bar advertisers should set for their campaigns, and what privacy-friendly data exist to offer insights into the propensity for an ad to perform.
Speaker
Matt McLaughlin
3:20 pm - 3:45 pmCreative Disruption War Stories: From Surviving to ThrivingIt takes intestinal fortitude for a company to disrupt itself before two people in a garage do it. Apple did it when the... Read MoreIt takes intestinal fortitude for a company to disrupt itself before two people in a garage do it. Apple did it when the iPhone swallowed the iPod. Netflix did it when it killed DVD rentals with streaming. But how do you know when you’re taking a bold step versus sacrificing a profitable revenue stream while chasing rainbows? In this session, you’ll get practical advice from companies that have successfully embraced change, and how they used data to do it. Then you’ll be able to go build your own disruption playbook.
Speakers
Nadja Bellan-White
Kerel Cooper
Angelina Eng
Jen Faraci
3:35 pm - 4:15 pmHow Brands Can Stay Human with the Help of DataCultural change is accelerating, and not in any predictable direction. COVID-19 isn’t going away; social disruptio... Read MoreCultural change is accelerating, and not in any predictable direction. COVID-19 isn’t going away; social disruption continues, and money is tight for consumers. How can organizations grow in this environment? A communications misstep can wreak havoc on a brand’s social equity, but retreating into platitudes won’t work either when brands are under new pressures to articulate, define, and live their values. Open communications among CMOs, CDOs, data partners, and Creative Agencies can help brands use data to stay human.
Speakers
Kinney Edwards
Orchid Richardson
4:20 pm - 4:50 pmCocktail & ConversationsAfter an enlightening day of content, relax (maybe grab a drink) and connect with you peers in the lounge. These unmoder... Read MoreAfter an enlightening day of content, relax (maybe grab a drink) and connect with you peers in the lounge.
These unmoderated roundtables are quick 15 minute “face to face” discussions with fellow attendees about learnings, context, and what is next. Interested in more than one topic, no problem, there are two rounds of discussion. Click the lounge tab, grab a seat, and cheers!
Round 1: 4:20pm- 4:35pm
Round 2: 4:35pm- 4:50pm
Day 3 Theme: Creative Disruption
Topics:
- How do you use data to improve customer experiences?
- How have you utilized AI to make creative decisions?
- How do you leverage data to keep an authentic voice?
- As technology changes, how do you use Data to embrace it?
- 5: How do Brands stay human with the help of Data?
Speakers & Moderators
Speakers & Moderators
Gian LaVecchia