Join Eric John, Vice President, Media Center at IAB and Rachel Helfman, Director, Head of Creative Ad Solutions at Roku as they discuss how creators and marketers can improve the TV viewing experience, create better storytelling and go beyond that 30 second spot.
Rachel Daly Helfman is a tenured marketer and seasoned storyteller with experience at both platforms and publishers. She is equal parts strategic and innovative, who never veers away from the core mission of driving business and brand results. Rachel is a problem-solver who thrives on managing with empathy, but also has the skill set to launch best-in-class, first-to-market campaigns through ambiguity. During her tenure at Snapchat, Rachel helped to democratize new products (augmented reality), define what the future of mobile marketing looks like, as well as receive creative accolades through partnership with high-profile brands. Rachel joined Roku in February 2021 to launch the Roku Brand Studio, where she will oversee the Creative Ad Solutions team – A group of Strategists that leverage viewer insights and behaviors to develop high-impact, custom campaigns designed to redefine the future of streamer-first marketing.
Eric John leads the IAB Media Center, a dedicated unit within the IAB whose mission is to simplify the video and audio supply chain, providing best practices and education for brands, agencies, and media companies. Eric drives the center’s efforts in the development of market-making research, industry standards, best practices and buyer/seller terms and conditions. Before joining the IAB, Eric served as VP of Digital Services and Strategy at the Alliance for Audited Media and as Global Director of Publisher / Developer marketing at Nokia, managing the company’s world-wide mobile app developer ecosystem. Prior to Nokia, Eric launched and led advertiser brand engagement solutions for Yahoo!, creating advanced, data-driven video, mobile and interactive campaigns for brands such as Pepsi, L’Oréal, GM, Audio and Nikon. Eric began his career at internet advertising pioneer DoubleClick (Google) where he led product development and marketing within the DART for Publishers (DFP) and DART for Advertisers (DFA) business units where he launched the industry’s first post-click measurement tools. Eric is an alumnus of Miami of Ohio (BA) and Indiana University (MA) and is a graduate of Columbia University’s Product Management Program.
