New York Roundtable

Apr 12, 2012 / 1:30 PM - 8 PM / Apella

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 & Registration

2:30 pm - 2:40 pm

Opening Remarks

2:40 pm - 3:10 pm

Interview: It’s About Talking To People

In a one on one Interview with the author of C-Scape: Navigating the Rapidly Changing Worlds of Media and Business, Kramer will address the implications of brand as media company. Though now a commonly used phrase, few brands understand the true meaning behind this new reality. Consumers in many instances have an equal or greater voice than the brands they interact with. The significance for brands is not simply taking advantage of new content creation and distribution tools…but engaging the consumer as media themselves.

3:10 pm - 3:40 pm

Case Study: Social Video

In 2005 YouTube made ”network syndicates” of all us by empowering anyone to create, upload, curate and distribute video online. Seven years later, online video has matured and brands have adopted online video full force. On a parallel path, Facebook has led the social media revolution, creating the most rich graph of human data ever known. At the intersection of these two entities lies a wealth of opportunity for brands to engage consumers in new and meaningful ways. This intersection is often referred to as social video.
Something Massive’s Chief Creative Strategist, Adam Broitman will give us an inside look at his own experiences with social video by walking us through case studies from Ford, Yahoo and HBO. Adam will offer insights and provide thought starters that will help audience members devise their own strategies that leverage the powerful intersection of online video and social media.

3:40 pm - 4:10 pm

Case Study: Proving Its Worth

Sex is a topic that has a way of sparking passionate conversation. But what if some of the information you knew and had been taught on sex and condom usage was inaccurate? Trojan Brand Condoms found that much of the information on condoms being shared was not true, and wanted to flip the script, by injecting a little “Condom Sense” into the conversation. To mark National Condom Awareness Month, Edelman developed and distributed two videos aimed at giving Americans the facts they needed on sexual health. Edelman counseled Trojan to infuse serious sexual health messaging and facts into two approachable and engaging videos– a Factory Tour of a Trojan Condoms manufacturing facility, and a how-to animation on using protection the right way. This content quickly made its way across the web through media reverberation, third-party sexual health organizations and viewer pass-along. Pulchin will share his approach on how to create compelling, relevant video content for brands, and his approach on helping clients understand their value.

4:10 pm - 4:30 pm

Break

4:30 pm - 5:00 pm

How To Be A Platform Committer… And Measure It!

Platform agnosticism is missing the point. It is not just about being everywhere for every one; it’s about engaging consumers in the way THEY consume. The user experience on a PC is completely different than a smartphone, a tablet, or a set top device and your content needs to reflect this behavior. Multiple platforms create unique measurement challenges, which make comparable data all the more important to marketers.

5:00 pm - 5:30 pm

Start-Up Showcase

5:30 pm - 6:30 pm

Reception

6:30 pm - 8:30 pm

Dinner Interview: HBO GO – Creating Customer Relationships Through Video

Otto Berkes is no stranger to video. As an Xbox founder, incubator of what would become the Windows Media Center, and the guy tasked with placing HBO everywhere he knows all about the user experience, creating a direct relationship with customers and the future of what will be on your TV (and phone, and tablet, and…).

Apella

450 East 29th Street, 2nd Floor
New York, NY

NY's Leader in Innovative Event Space

APELLA is a brand new meeting and event space located within the Alexandria Center for Life Science – New York City. Dinner will be catered by Riverpark, A Tom Colicchio Restaurant.