Cincinnati Roundtable

Jun 20, 2012 / 1:30 PM - 8 PM / The Phoenix

How can TV and Digital come together to improve video marketing?

Between conversations with senior marketing executives, an in-depth look at how marketers are finding success with mobile video, and case studies on integrated marketing followed by a lively discussion on how to make integrated work better for marketers and media companies, the Roundtable will make for a powerful afternoon.

Video marketing is fractured with clear lines of separation in most marketing organizations between TV and Digital. We have created the only industry forum that brings together leaders from both sides of the spectrum. The Videonomics Roundtable is a half-day event designed to engage marketers with in-depth discussions on the dynamics of video, media, and marketing. Senior brand and agency executives will gather in one of the top media markets for an afternoon of keynotes, case studies, research, integration techniques, peer-to-peer discussions, and networking sessions.

Board member Kris Magel, Initiative, said it best, “The Videonomics topic is pretty interesting. It’s been an inflammatory issue to date, but TV and Digital executives have got to get together. The truth is that TV events have a few digital marketers and digital events have a few TV people, but there is no one place where this conversation is happening.”

- The Venue -

1:30 pm - 2:30 pm

Opening Networking & Reception

2:30 pm - 2:40 pm

Opening Remarks

Neil Perry is president of Poptent (www.poptent.com), a global video production company for Fortune 500 brands and agencies, leveraging a powerful social network of nearly 50,000 videographers in 140 countries to produce commercials and other video assets. Neil is based in the company’s suburban Philadelphia offices.

Prior to Poptent, Neil was a Vice President of Marketing for Monster.com (Maynard, MA), where he oversaw field marketing, national promotions and sponsorships, and the Small and Medium Business marketing team for this online recruitment company.

Neil is also a 23-year veteran of McDonald’s Corporation (Oak Brook, IL), where he last served as Senior Director of National Marketing, in charge of interactive marketing. Under his leadership, McDonald’s adopted a five-year strategic plan for employing the Internet in its marketing mix, and benefited from Neil’s involvement in a groundbreaking cross-media optimization study.

While at McDonald’s, Neil also led the company’s merchandising, field marketing, and new products marketing units.

An avid motorcyclist, Neil also finds time to play golf … poorly.

2:40 pm - 3:10 pm

Video Data Can Be Fun — Don’t Wait for the Movie

Video content is alive and well and skipping across all four screens – the TV, the computer, the smartphone and the tablet. The consumer is telling us what screens they prefer with their actions (and interactions) across the various options. Nielsen is working hard to keep up with both the what’s and why’s of the how they consume video and what that means for content creators and advertisers. The session’s theme “Video data can be fun – don’t wait for the movie” will pull from a variety of studies and surveys across the Nielsen portfolio.

3:10 pm - 3:40 pm

Reaching a Targeted Audience Through Video Curation

BlackAtlas.com is an online community that offers travel insights from an African- American perspective. Burrell saw an opportunity for our client, American Airlines, to build a deep relationship with high value African-Americans travelers by curating the world through a unique cultural lens—and what better way to do that than with online video? BlackAtlas has featured celebrity spokespersons like Nelson George and Russell Simmons. In fact, in Russell’s case, he saw BlackAtlas content organically and reached out to us to get involved. In this discussion, Don will share insight into how BlackAtlas has evolved since its launch and how the program has helped shape the way the entire agency approaches online video.

3:40 pm - 4:10 pm

Going Beyond Viral Video and Preroll

Online video is the fastest growing portion of a marketers mix, and brands are tapping the medium to increase awareness, connect with customers and drive sales. Learn from a marketer and entertainer about 3 ways brands can engage, and the opportunities and pitfalls of each. See case studies on how marketers are going beyond viral video and prerolls to engage more meaningfully and sustainably. Jump start your brand’s digital strategy with the most visceral form of social media.

4:10 pm - 4:30 pm

Break

4:30 pm - 5:00 pm

TV or Not TV: Thats is the Question

As the average number of television channels in each home has increased, television viewing has fragmented across a larger number of television networks. Digital distribution of content to mobile phones and the Internet has only increased fragmentation of consumer attention. And yet, people’s attention to television overall has consistently increased.

The measurement services and the campaign planning toolmakers have struggled to keep pace with a fragmentation paradigm where more viewing is occurring on a broader array of lower rated networks. As television advertising spend increases within this fragmented viewing landscape, the cost associated with missing this invisible audience continues to grow. And yet, no other advertising medium other than television delivers benefits at the scale required by national brand advertisers.

I’ll discuss the contradictions and conundrums facing advertisers reliant on television advertising in its fragmented state and role of big data and digital marketing strategies in recovering the core benefits of the medium.

5:00 pm - 5:30 pm

Start-Up Showcase

Be among the first to hear from exciting early stage start-ups. Presented by The Brandery, two start-ups will have ten minutes each to tell their story and then answer questions from marketing executives. This session will provide detail on actionable ways for marketers to take advantage of new opportunities in video. Who knows, you may just find your next marketing partner…

5:30 pm - 7:30 pm

Networking Reception

The Phoenix

812 Race Street
Cincinnati, OH

A Unique Historical Landmark

The Phoenix was built in 1893, and is Cincinnati's finest example of Italian renaissance architecture. The architect was the renowned Samuel Hannaford, best known for his design of Music Hall, and also the architect for other great Cincinnati landmarks such as City Hall, St. George Church in Clifton, and the building that is now The Cincinnatian Hotel.