Los Angeles Roundtable

Mar 15, 2012 / 1:30 PM - 8 PM / The Annenberg Beach House

What are the forces driving new Videonomic models?

Widespread broadband penetration and high speed wireless, video sharing capabilities on all sorts of consumer appliances, brands becoming content machines, blurring the lines of media and advertising, social media networks that drive video sharing, tablets that integrate rich video content, addressable TV commercials, and so much more...

The VIDEONOMICS ™ TOUR is a series of live events throughout the U.S. that speaks to the needs of brand marketers as they strive to better understand the dynamics of video, media and marketing. The events combine informative presentations, case studies, research, peer-to-peer discussion and networking. Attendance is by invitation-only and limited to 30 brand marketing and advertising agencies executives per event. Marketers and their agencies will attend as guests, at no cost. Marketing titles will range from Director to SVP/VP to CMO.

- The Venue -

1:30 pm - 2:30 pm

Opening Networking & Registration

2:30 pm - 2:40 pm

Opening Remarks

2:40 pm - 3:25 pm

Trends, Fads & Transformation: The Impact of The Internet

Drawing on ten years of data and insights from a worldwide study in 30 countries, Dr. Jeffrey Cole, Director of the USC Annenberg Center for the Digital Future, will separate myth from reality as he describes how the Internet and mobile technology are changing the fabric of daily life. Which traditional media will survive the digital challenge and thrive in a digital environment, and which will disappear? Is the web a continual threat to television, or can the two coexist? How will advertising evolve in a digital era? What opportunities are presented by social networking, and what is a, friend of a brand really worth? How do brands and agencies absorb all the data, insights and noise around them to learn from best practices and avoid mistakes? The presentation will examine the trends and developments that are likely to occur in the next two to three years.

3:25 pm - 3:50 pm

Case Study: Red Bull Media House: Energy Drink Turned Media Company

Red Bull has filmed, photographed, and provided high quality, compelling content from hundreds of sports and culture events and athlete projects globally for nearly 25 years. In 2007, Red Bull formalized this content production, collection and distribution process and launched its biggest brand extension: Red Bull Media House – an Emmy Award-winning global media company. Red Bull’s original, innovative collection of sports, culture, and lifestyle content is distributed across multiple platforms, including film, TV, print, digital and gaming. Werner Brell, Managing Director, and Greg Jacobs, Head of Distribution, Red Bull Media House North America, will offer insights on brand building from the standpoint of content creation and distribution through earned media as well as its own media channels.

3:50 pm - 4:15 pm

Case Study: KIA Optima Jam Slam Dunk

Learn how KIA leveraged it’s paid, owned, and earned assets to create one of the most memorable NBA sports video experiences of all time. Hear how the concept was created, how the video went viral, its impact on auto sales, and see now why KIA was named among the top 25 brands who are pioneering online video by iMedia Connection.

4:15 pm - 4:30 pm

Break

4:30 pm - 5:00 pm

The Soul Shuffle Slam: Driving Consumer Participation

The goal for the third installment of the Kia Soul campaign featuring those hip hamsters was to get people talking, sharing and participating. TV, cinema and digital advertising were designed to start the conversation and drive the millennial target audience to social media channels where they could further be engaged. The Soul Shuffle Slam was a unique dance contest housed on YouTube that extended the partnership with electronic pop sensation LMFAO whose chart topping Party Rock Anthem and shuffle dancing were key elements in the campaign. Consumer generated videos, community voting, Facebook challenges and a chance to dance onstage with LMFAO all combined to create a huge number of views, votes, video submissions and buzz as well as record breaking sales for the Kia Soul.

5:00 pm - 5:30 pm

Just How Are Brands Videos Performing Across Platforms?

The discussion will include a “landscape” view of how video is being consumed cross-platform, consumer engagement trends by platform, and how usage varies by consumer segment. The data will include behavioral and usage dynamics from Nielsen’s cross platform study, as well as consumer recall and communication using Nielsen’s syndicated ad measurement databases. The insights should give great context for the current market dynamics and future usage of digital video.

5:30 pm - 6:00 pm

Reception

6:00 pm - 8:00 pm

Dinner & Conversation: Traditional Media: It’s The Point Of View; Stupid!

As a creative force, international financier, business advisor and world traveler Pritchard brings a variety of life experience with some humorous and insightful impressions to share. For example, with one smart phone a 16 year old in Peoria or Lagos can watch TV, play video games, navigate in real time, browse the web, take photos, shoot videos, edit videos, play board games, gamble, record music, create spreadsheets, type letters, find maps, locate a person anywhere in the world, text message, follow her friends, translate conversations, read a book, take a class in physics or French cooking, light her path with a flashlight, get medical advice, speak immediately to nearly 90% of the people on earth, locate and buy any product or service anywhere in the world and arrange delivery.

Media executives need to shift their overall approach to creativity, innovation and monetization of products and services. A marketplace dominated by highly structured media organizations cannot compete with the depth, breadth and speed of the meta-intelligence currently available thru the Internet. Anyone who tells you differently is a confirmed Idiot. And never argue with a confirmed idiot, they will beat you with experience.

The Annenberg Beach House

415 Pacific Coast Highway,
Santa Monica, CA

The Garden Terrace Room

By day, modern window-lined rooms capture views of the gardens, the beach and the vast Pacific beyond. When the sun goes down, the terrace and pool glow with festive lighting.