Santa Barbara Summit

Nov 8 - 10, 2015 / Bacara Resort & Spa

The New Age of Video Marketing: Balancing your TV and Digital Investments

Before you can determine where to invest your time, money, and resources, you need to understand what your consumers are watching and where they are watching it.

With TV and digital teams still struggling to work together toward their brand objective, VMA Media has created the only industry forum that brings together leaders from both sides of the spectrum to address today’s most pressing challenges and opportunities.

Videonomics is a 2.5 day invitation-only summit that brings together 200+ executives across brands, agencies, media companies, and service vendors to advance the business of video marketing and advertising. Learn from the marketers and innovative companies that are imagining and building the future of media through a series of presentations, case studies, keynotes, and breakout sessions.


Topics covered at this year’s Videonomics Summit will include:

  • Measurement and ROI
  • The ideal TV vs. digital mix
  • Innovation and content vs. advertising
  • Brand storytelling
  • Social and mobile video strategy
  • Addressable and multi-screen advertising




What makes VMA Summits unique:

Industry-Sourced Agenda: All content starts with brand and agency interviews; sessions are designed by and for marketers.

Buyer-Only Meeting: We kick off with a closed-door meeting for marketers, allowing brand and agency executives to start the Summit from a common reference point. Through presentations and room-wide dialogue, marketers share success stories, pain points, and resources. We take the vendors out of the equation to foster candid conversation.

Roundtables @ the Summit: All executives that attend Videonomics are qualified to be put on stage — so we do just that. We breakout all attendees, both buyer and seller, in 60-person groups for in-depth discussions on the industry’s most pressing topics. You’ll love our signature sessions!

Voices on Stage: Content and sponsorship are church and state around here. Content is marketers/practitioner led; you will never be blindsided by a sales pitch.

Networking: From wine tasting, poolside massages, and casino nights to cooking competitions, group hikes, and 5k beach runs, we take networking up a notch.

For sponsorship inquiries, please contact Chelsea Walker at [email protected]


What past attendees are saying about the Videonomics Summit:

“Videonomics breaks the norm of traditional conferences. Lose the panels and keynotes and let’s have an intelligent discussion about the state of marketing today. There’s an inherent realization that your issues and struggles in the market are the same as your peers. Insightful, inspiring, and good fun. Can’t wait for the next one.”

-       Drew Lewis, New Media Director at Wunderman


“I have found the Videonomics events to be very useful and always an excellent use of time in our always-busy schedules. They focus on key topics in real time, bring in great perspective, and promote an active dialogue and agenda. Additionally, they help facilitate ongoing conversation to impact change in the marketplace.”

-       Michael Law, EVP, Managing Director, Video Investments at Dentsu Aegis Network


“The Videonomics summit was very informative about a range of important topics including the state of mobile, programmatic, content creation and digital video. The group events were very enjoyable and I was able to speak with people at the event who had services I was interested in hearing more about and also connecting with people I hadn’t seen in years. Overall, a summit like this would be very beneficial to decision makers at brands, agencies and vendors.”

-       Tom Williams, SVP/Group Account Director at Initiative


“I too often find that industry events have agendas stuffed with self-aggrandizing case studies, or thinly veiled sales pitches. This is exactly why I prioritize Videonomics summits. The team puts forth a clear agenda that focuses on real issues, and I know the room will be full of my peers. Environments like this are rare in our industry.”

-       Chris Chesebro, AVP, Digital Marketing at L’Oreal Paris


“We have the networking, we have the very fun social component, but you’re also learning, and I think this summit is designed in a way that really facilitates growth. It also facilitates walking out of here with 5-10 new connections – not just LinkedIn connections, but someone you could potentially work with, or look to for guidance.”

-       Maile Krauss, Director | Business Development & Client Relations at Ansible Mobile

- Speakers -

- The Venue -

- Confirmed Participants Include -

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4:00 pm - 6:30 pm

Brand and Agency Only Closed-Door Sessions

We’re bringing together brands and agency attendees to talk candidly about major challenges and share best practices in a safe, closed door environment. Want to know what it is like to work with a vendor? Need a recommendation? Challenged with cross screen measurement? Here’s your opportunity to discuss with your peers in a moderated environment.

4:00 pm - 4:45 pm Bacara A

Center for the Digital Future: Video State of the Nation

The way consumers are using the internet is in constant turnover. Do you know how, where, and when to reach them in a way that ties back to your brand's objectives? Jeff Cole's predictions for the future of video will provide crucial insight for marketers looking to keep up -- or get ahead! Last time the USC Annenberg Center for the Digital Future shared their predictions, all came true. This is sure to be insight you won't want to miss.

4:45 pm - 5:45 pm Bacara A

Marketer Only Roundtable: The Biggest Issues Nobody is Talking About

The way consumers are using the internet is changing – but what do these changes mean for marketers? Join your brand and agency peers to tackle the questions all organizations are struggling with and start off the Summit from a common reference point. Topics include:

Discoverability – Gone are the days of just turning on your TV and having one central source, so how are consumers finding and watching new videos?

The Rise of Non-Commercial Supported Video – With services like Netflix and HBO seemingly growing by the minute, how must advertisers adjust their TV spends? And where should those dollars be re-allocated?

Internal Structure - Not all marketing teams are created equal. Success in modern marketing requires a unique and diverse set of skills and adaptability, but what do you do when your team does not reflect this reality? How do you get your organization there?

5:50 pm - 6:30 pm Bacara A

Sponsor Presentations

6:30 pm - 7:00 pm Ocean Terrace

Brand and Agency Only Reception

Wrap the afternoon’s closed door sessions with an intimate cocktail reception

7:00 pm - 9:30 pm Ballroom Terrace

Opening Reception

Join fellow attendees for a night of networking fueled by the beautiful Santa Barbara scenery, dinner and cocktails.

7:30 am - 8:30 am Ocean Lawn/Beach

Active Networking: 5K Run/Walk

Network and compete with your peers in this fun 5k run/walk along the beautiful Santa Barbara coastline.

8:15 am - 9:30 am Ocean Lawn

Pancake Breakfast

Following the 5k run/walk, attendees will be gather for a full breakfast along the beautiful cliffs of Santa Barbara.

10:10 am - 10:55 am Bacara B & C

Fireside Chat with Irwin Gotlieb

What happens when the head of the USC Annenberg Center for the Digital Future sits down with Internet prognosticator to major brands and the man responsible for the world's largest media investment group to talk media, advertising, and video? Find out in this fireside chat that's sure change the way you look at the future of marketing.

10:55 am - 11:15 am Bacara B & C

Is Storytelling Dead?

Are the rumors true? Has data-driven marketing, programatic buys, social media and small screens finally killed storytelling? Before writing an obituary, let’s have a look at how the most innovative brands are using creative solutions to reinvent storytelling.

11:15 am - 11:30 am Bacara B & C

Brand Case Study: Chevy’s #BestDayEver

What happens when you marry digital video, pop culture, technology and Influencers in real time? You get the Best Day Ever. Chevy’s #BestDayEver campaign, that is. Shannon Pruitt, President of The Story Lab, will walk you through this widely heralded campaign to showcase how Chevy, one the world’s largest automotive brands, created the #BestDayEver to help shift its brand perception and relevance among Millennials. Set on April Fool’s Day, Best Day Ever turned a day that is typically filled with pranks into one that was filled with happy surprises, 12K to be exact. Ranging from actor Alec Baldwin substituting as a college history professor, to a puppy kissing booth, to free concerts by Kelly Clarkson and Kid Rock, Chevy captured this content in real time and pushed to an 8-hour YouTube livestream hosted by top influencers. By turning the traditional April Fool’s Day convention on its head, Chevy was able to draw a parallel brand narrative using real time content, technology and pop culture.

11:30 am - 11:45 am Bacara B & C

Deluxe’s Purpose-Driven Content Revolution

How do you turn around a 100-year-old brand, one rooted in a legacy payment solution but now forging its growth with a suite of marketing services for small businesses? Deluxe® believed investing in rich, authentic content would earn the company more brand awareness to share their transformation than they could buy through traditional advertising. Through an original documentary and photo essay series, Deluxe® ignited a "Small Business Revolution" utilizing social and purpose driven content to share the importance of small businesses in America. This modern marketing approach set them on their trajectory to not only raise brand awareness, but create a movement.

11:45 am - 12:05 pm Bacara B & C

Video at Half-Off

Who wouldn’t want to get Video at half-off? Greg Stuart, CEO of the Mobile Marketing Association, will share insights from a $2 million research project that for the first time assesses the real brand and real sales value of video on an apple-to-apple basis run in TV, Internet, and Mobile. Truth is, video is even more powerful than you think, but only if done right. He’ll explain, and name names (such as Walmart, Coke, etc.) in the process.

12:05 pm - 12:15 pm Bacara B & C

GroupM Advanced TV Case Study

Addressable TV sounds like a marketer’s dream — but first you need to know where to start, what it’s capable of, and how you can most effectively use it achieve your brand’s goals. In this session, Michael Bologna, President of MODI Media at GroupM, will share successful client use cases for Addressable Television across Auto, CPG, and Entertainment categories.

12:15 pm - 12:25 pm Bacara B & C

Mini Case Study: The Power of Partnering

12:25 pm - 12:35 pm

Transition Break

12:35 pm - 1:35 pm Bacara A

Buyer Lunch & Sponsor Presentations

Closed door presentations from major media partners, publishers, and cross-platform technology providers exclusive to brand and agency attendees. Hear case studies, exclusive research, and early industry announcements, and get a look at the latest video approaches by today’s leading media companies. (Mandatory for brand and agency attendees)

12:35 pm - 1:35 pm Bacara Terrace

Seller Lunch

1:35 pm - 1:45 pm

Transition Break

1:45 pm - 3:15 pm

Roundtables @ the Summit

1:45 pm - 3:15 pm Salon 6

Roundtable A: Neck Deep in Data? It’s Time to Get Focused

As your brand's data pile grows at an exponential rate, it can start to feel like you're drowning in it — but beneath the chaos is a treasure trove of insight, as long as you know how to not only find it, but use it effectively. Optimizing your data streams and intelligently designing your database architecture can make a world of difference in crafting smarter campaigns. So how do you deal with the deluge of data that is coming in? How do you actually get cross-screen comparable attribution that matters? How can you partner with agency & data providers that you can trust? And lastly, will these new resources on the rise, like the comScore/Rentrak duo, deliver on intelligently bulking up your data pool, or continue to fall short on meeting marketers’ needs?

1:45 pm - 3:15 pm Salon 4

Roundtable B: Advanced TV’s Place in Prime Time

Advanced and Data-Driven TV promise to help solve for the fragmentation of TV while delivering audiences using digital data sets. On top of that, the capabilities for advanced targeting, increased flexibility, smarter KPI measurement, and streamlined campaigns are enough to sell on a brand marketer on the idea. But with the infrastructure still in its infancy stages, limited inventory available, and a lack of standards for transacting, there are key problems to solve. In this roundtable, we’ll explore the capabilities of Advanced and Data-Driven TV, and identify the needs and priorities of its growth.

1:45 pm - 3:15 pm Salon 2

Roundtable C: Where The *Bleep* Should I Put My Videos?!

From the original titans (Facebook, YouTube, Twitter) to the more recent household names (Snapchat, Vine, Instagram, Pinterest, etc.), every platform brings something different to the table. Successful distribution requires an understanding of each network's respective strengths and weaknesses. What are the implications of how users are using each platform? How should you adjust your strategy for the different user experiences? What are the differences in demographics? And more importantly — with so many choices, where should you be focusing your efforts?

In previous Roundtables, we narrowed in on Facebook and YouTube as being the two digital video distribution giants. This time around we’ll be looking at how to take advantage of each of these massive media platforms for distributing your content, focusing on how each can help you reach and resonate with your audience.

8:30 am - 9:15 am Bacara Terrace

Breakfast and VR Demo

9:15 am - 9:30 am Bacara Foyer

Coffee Break

9:40 am - 10:10 am Bacara B & C

Fireside Chat

10:10 am - 10:25 am Bacara B & C

Turner Case Study

Today’s client needs superior advanced advertising options and better reporting for their brand campaigns. With a client-first approach, Turner set out to develop a suite of advanced ad products designed to drive home superior business results. Hear from Turner’s Michael Strober about how those products are driving the industry forward and enabling clients to get more out of their partnerships.

10:25 am - 10:40 am Bacara B & C

Video Everywhere (Literally): The Rise of Augmented & Virtual Reality

10:40 am - 10:50 am Bacara B & C

How To Create a VR Campaign

By creating an original Virtual Reality narrative cinematic short film campaign, Mini established themselves as the frontier of innovation & technology. In this session, we will take you through the building of these VR campaigns, the challenges and solutions they encountered, the KPI’s involved, and Mini's take on the future of VR. Hear the tips, tricks, and results directly from the first company in the world to create a cinematic experience in Virtual Reality!

10:50 am - 11:00 am Bacara B & C

Putting Science Behind the Standards

The IPG Media Lab partnered with Integral Ad Science and Cadreon to scientifically test the relationship between viewability and ad effectiveness. Kara Manatt, VP Consumer Research Strategy, is here to discuss how much value ads that meet the MRC standards actually have and insights into the role viewability plays in branding impact.

11:00 am - 11:15 am Salon Foyer


11:15 am - 12:15 pm Bacara A

Sponsor Presentations

Closed door presentations from major media partners, publishers, and cross-platform technology providers exclusive to brand and agency attendees. Hear case studies, exclusive research, and early industry announcements, and get a look at the latest video approaches by today’s leading media companies. (Mandatory for brand and agency attendees)

11:15 am - 12:15 pm Salon 2


The numbers being thrown out are impressive — $12 billion overall, $900 million from the Kochs alone, and a 500% increase in digital media’s share. Regardless of the numbers, all seasoned observers agree: 2016 Political Advertising will see unprecedented spending. What is your strategy for going after those dollars? This session will cover recent history of political advertising by medium including case studies of races with outside spending that presented multiple ad budgets. We will then dive into a comprehensive overview of where major advertising can be found moving forward and the best strategies sales organizations should deploy for success.

2:00 pm - 2:10 pm Bacara Foyer


2:10 pm - 2:30 pm Bacara B & C

Petco Case Study

In this presentation, Rob Jones, SVP Video Strategy and Programming at Edelman will share how they changed the game for Petco’s YouTube channel. Rob will articulate the step-by-step process they followed to design, negotiate, create and amplify Petco’s 10-episode video influencer series, “Petcode with Gryphon and Tobiscus” – a series that helped Petco double their subscriber base and break all previous engagement records for YouTube content.

2:30 pm - 3:15 pm Bacara B & C

Town Hall: The New and Improved Bots for 2015

Last year, the ANA + White Ops Bot Fraud Study reported $6.3B in stolen money from Bot Fraud, along with suggestions on how to combat it. Bot makers have gotten increasingly more sophisticated, and they are quickly adapting to some of the traditional defenses, finding more insidious ways to reverse engineer the traditional detection systems, slipping by undetected. They act so much like humans that it’s almost impossible to tell the difference, filling in fake credit cards numbers to look like they’re purchasing, building their own car and asking for a test drive, the list goes on. They can do just about everything online, except make the actual purchase.

In this panel, industry leaders will discuss the following and open the floor for more collaboration:
How advanced are the bots are and how are they committing digital ad fraud?
What combination of technology, tools, and techniques are required to detect this kind of activity?
What can you do to reduce the financial impact of bot fraud on your advertising operations?

3:15 pm - 3:30 pm Bacara B & C

Citi Case Study: Marrying TV & Digital

TV and Digital media need not be at odds with each other. When combined, they create a synergistic and incremental effect. Join Citi's SVP of Media and Samba TV's CEO to learn more about the future of TV addressability and how some marketers are finding efficiency and results in combining TV and Digital.

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Bacara Resort & Spa

8301 Hollister Avenue
Santa Barbara, CA

Soak Up the California Sun

Complete with flower-filled courtyards, restful fountains and red-tiled roofs, Bacara Resort in Santa Barbara is the perfect place to enjoy the leisurely pace and warm embrace of the California lifestyle. Santa Barbara enjoys a Mediterranean climate – mild and sunny with average daytime temperatures between 60 and 80 degrees. Cool, crystal-clear nights are ideal for stargazing – unlike most coastal Southern California resorts, where the concentration of urban lights and frequent nighttime clouds can obscure even the moon. Unwind in this award-winning 42,000-square-foot spa and fitness center or relax beside one of three zero-edge swimming pools.

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