Monarch Beach Summit

Oct 13 - 15, 2013 / St. Regis, Monarch Beach Resort

A Different Kind of Event

The October Summit will focus on three aspects of the Videonomics landscape: Paid Media, Brands as Storytellers, New Platforms

The Monarch Beach Summit will bring together 250 senior executives across brands and agencies; TV and digital; broadcast networks and service providers in a meaningful way to advance the business of the video advertising.  As an industry we are at a crossroads; never have there been greater opportunities for brands to engage with consumers nor as fractured a media marketplace.

Marketers are asking fundamental questions: What is engagement worth? How will consumers be watching? What will they be watching? Where will they be watching? How do I measure my efforts? If brands are media companies what do they program? Do brands want to associate their messages with great content or great customers? How do I tell my story? What is a commercial?

Topics we’ll address:

• Metrics and the relative value of media
• Addressable TV
• Time shifted viewing
• Reach vs Targeting
• Friction in media buying
• The future of TV
• Storytelling
• The impact of Hulu/Netflix/HBO GO/iDevices
• Creating relationships through video
• The blurring of TV and digital

- Speakers -

- The Venue -

6:15 am - 7:15 am

Power Sculpt Yoga

8:00 am - 9:00 am

Sponsor Presentation & Breakfast (Brand and Agency Attendees Only)

Closed door presentations from major broadcast networks, online publishers and digital service providers exclusive to brand and agency attendees. Hear case studies, exclusive research, early industry announcements and a look into the latest multi-screen approaches by today’s leading media companies.

8:00 am - 9:00 am

Service Provider Breakfast

9:40 am - 10:15 am

Fireside Chat: Jimmy Kimmel Live Brand Integrations Online and On Air

Jimmy Kimmel Live has transformed late night by embracing online audiences as well as creating content rich advertising opportunities. These brand partnerships cut across the show and newly launched online properties such as Jash. As overall late night talk show ratings have fragmented and dropped off necessity has been the mother of Kimmel’s re-invention. This is a fight for survival. Kimmel has gone viral (see anything with Matt Damon or the more recent twerking fail video hoax) to meet his audience online. Doug sits at the crossroads of Kimmel’s media empire crafting deals with brands both on air and online.

Angie Hill is the GM of Consumer Marketing for Skype and has worked with Doug to create the Skype Scavenger Hunt on Jimmy Kimmel Live. This sponsorship has been so popular they are expanding a new run. When it comes to content deals like these Videonomics sees the same questions coming up again and again from brands: how do they get made? Where do the ideas come from? How is this sold within the brand? How active is the brand in the campaign? What does a good partner look like? How far out are these planned? How does the brand look at ROI?

10:15 am - 10:35 am

New Platforms: TV State of the Nation

We hear a lot of talk about different platforms for video; many of which are generally spoken of as “emerging”. When wanting to reach consumers at scale how seriously should marketers be considering avenues such as: addressable TV, SmartTVs, interactive TV, mobile (is mobile still even emerging?), or consoles? GroupM’s Michael Bologna shares which are worth your marketing dollar, which are really up-and-coming and which are are not ready for prime time.

10:35 am - 11:05 am

Television at the Tipping Point

Drawing on ten years of data and insights from a worldwide study in 30 countries, Dr. Jeffrey Cole, will separate myth from reality as he describes how the Internet and mobile technology are changing the fabric of daily life. Jeff will share new research from the Center’s latest study based on questions submitted by marketers at the Videonomics Orlando April Summit.

11:05 am - 11:50 am

Understanding the Multi-Channel Network (MCN)

Attracting a scaleable audience in a brand safe environment is a major concern as marketers shift more and more media dollars to online. In this panel led by YouTube’s Beau Avril we’ll get to understand the role MCNs play on YouTube, how the lines are being blurred between UGC and premium content, and how brands are taking advantage of the new opportunities being created in this ecosystem.

11:50 am - 12:00 pm

Break

12:00 pm - 1:00 pm Room A

Roundtable at the Summit: Measurement and the Comparative Value of Media

Join 60 industry peers in pre assigned Roundtables for actionable conversations around specific issues in video advertising. Based on the deep interaction coming out of our Roundtable events we’re bringing a Videonomics Roundtable to the Summit.

Topics:

The need for common metrics, reporting, and account management across TV & digital
The impact the over promise and under delivery of premium content has on the buy side
What clients are looking for in order for them have fluid budgets (metrics and pricing).

12:00 pm - 1:00 pm Room B

Roundtable at the Summit: Measurement and the Comparative Value of Media

Join 60 industry peers in pre assigned Roundtables for actionable conversations around specific issues in video advertising. Based on the deep interaction coming out of our Roundtable events we’re bringing a Videonomics Roundtable to the Summit.

Topics:

The need for common metrics, reporting, and account management across TV & digital
The impact the over promise and under delivery of premium content has on the buy side
What clients are looking for in order for them have fluid budgets (metrics and pricing)

12:00 pm - 1:00 pm Room C

Roundtable at the Summit: Measurement and the Comparative Value of Media

Join 60 industry peers in pre assigned Roundtables for actionable conversations around specific issues in video advertising. Based on the deep interaction coming out of our Roundtable events we’re bringing a Videonomics Roundtable to the Summit.

Topics:

The need for common metrics, reporting, and account management across TV & digital
The impact the over promise and under delivery of premium content has on the buy side
What clients are looking for in order for them have fluid budgets (metrics and pricing)

2:30 pm - 3:30 pm

Beach Boot Camp

2:30 pm - 5:00 pm

Coastal Boat Cruise

3:30 pm - 4:30 pm

Scenic Beach Hike

6:15 am - 7:15 am

Hatha Yoga

8:00 am - 9:00 am

Sponsor Presentation & Breakfast (Brand & Agency Only)

Closed door presentations from major broadcast networks, online publishers and digital service providers exclusive to brand and agency attendees. Hear case studies, exclusive research, early industry announcements and a look into the latest multi-screen approaches by today’s leading media companies.

8:00 am - 9:00 am

Service Provider Breakfast

9:25 am - 9:40 am

Roundtable Feedback

Breakout room leaders share highlights from yesterday’s discussions. Includes areas of agreement and recommendations on how the industry should move forward.

9:40 am - 10:15 am

Fireside Chat: The Rise of a Multi-Channel Network

10:15 am - 10:30 am

Break

10:30 am - 10:50 am

Going Viral is Not a Video Strategy

Every day, brands ask their agencies to create viral videos, hoping that they can breakthrough to consumers in new and entertaining ways. Sadly, most of these videos are not executed correctly; therefore, they fail miserably and many actually have a detrimental impact on the brand. Done right, investing in online video can produce results that absolutely justify the spend. In this presentation, Jordan Berg (Founding Partner of Questus and Executive Producer of The Naked Brand Documentary), shows the strategies, tactics and painstaking steps that winning brands like Dove, Chipotle, and Samsung go through to make videos that not only go viral, but also drive brand revenue.

10:50 am - 11:50 am

Table Discussion: Creating a Better Digital Video Marketplace

NBCUniversal’s Scott Schiller and OMD’s Michael Solomon will lead Summit attendees in a room wide discussion around barriers buyers and sellers face in transacting digital video. Individual tables will be challenged to tackle specific issues and then discuss their resolution with the group at large.

11:50 am - 12:00 pm

Break

1:30 pm - 2:05 pm

How to Attract an Audience for your Brand’s Content

Your brand is investing more and more in video content creation…but how do you attract a sizable audience of your key demographics?

Enter our experts, who will help you identify an optimal distribution/content marketing strategy. During this session they’ll share how brands are using video to successfully build audiences including, syndication partnerships, using paid, and social media while harnessing existing audiences and your strongest brand loyalists.

2:05 pm - 2:30 pm

Brand As Content Creator: Activision Case Study

Media channels have multiplied and are seemingly infinite. However, consumer attention is finite, which makes it immensely difficult for brands to break through and engage with consumers. How do brands solve the attention span conundrum? They deliver engaging and entertaining content that audiences consume, value, and ultimately share or amplify. In this session, executives from Activision and its agency partners, MATTER and Edelman Digital, will walk through the objectives and platform-specific considerations of the production, distribution, and marketing of original content. Learn how this top game publisher is exploring the right mix of content and platform to more deeply engage its fan base.

2:30 pm - 2:50 pm

In Multi-Screen Video Not All Demographics Are Created Equal

Why and How Millennials Consume Video

In July of 2013, IPG Media Labs and YuMe conducted a study to determine whether the tablet really is the ultimate video viewing device. Phase one of the study looked at tablets in comparison to TV, mobile, PC and in-browser versus in-app, by exposing respondents to various in-context stimuli. Results showed that not only is the tablet becoming the leading video viewing device but consumption behaviors are not the same across demographics. As the study dove deeper into how various demographics interact with and consume video, it found that millennials are distinctly unique. Phase two of the study breaks down millennials’ media consumption, multi-tasking habits, and reveals which device is most effective for brand recall and persuasiveness within this influential demo.

2:50 pm - 3:35 pm

Fireside Chat: Making Smart Media Investments

As consumer-viewing habits blur across screens the media buying and selling marketplace is being put through an uncomfortable evolution. Epic industry questions borne from this shift are seemingly endless: a move to big data and real time attribution modeling from media mix planning, agency and brand organizational structures shifting, agency business models turned on their head, reach and scale vs targeting, and on and on…

Marianne has lived both sides of the media universe as head of NBC sales and now Chief Investment Officer for Horizon. How does she see these forces playing out as she represents her client’s budgets and generates new revenue for her agency?

St. Regis, Monarch Beach Resort

1 Monarch Beach Resort
Dana Point, CA

Sunny and 75

The St. Regis Monarch Beach, a Forbes Five-Star, AAA Five-Diamond awarded resort, is located along the pristine shores of the Pacific Ocean in Dana Point, California. This hotel features an exclusive private beach club, three swimming pools, the award-winning Spa Gaucin, and on-site championship Monarch Beach Golf Links.