Agenda | MMA

Tuesday, June 8, 2021

11:00AM – 11:05AM ET

Event Hosts

11:05AM – 11:30AM ET

Session 1

How Quaker Oats Leveraged CTV to Reach a New Audience 

Consumers are changing; from the way they interact with media, to how they purchase products and want brands to connect with them. At the same time, the media landscape has transformed significantly, providing endless ways to consume content. In this session, Kate Brady, Head of Media Innovation & Partnership Development at PepsiCo will share how Quaker Oats is leveraging connected TV to reach incremental buyers, drive sales and attract a younger and growing audience base.
 

Head of Media Innovation and Partnership Development
PepsiCo

11:30AM – 11:55AM ET

Session 2

What Brands can Learn from Streaming Giants

Personalization at scale is the core customer engagement strategy in the modern economy. Streaming giants have a competitive advantage, where access to an abundance of first-party data can be used to infer consumer attributes and preferences. In this session, Rajkumar Venkatesan, Ronald Trzcinski Professor of Business Administration at the Darden Business School, University of Virginia will share how brands can leverage the deep consumer insights of streaming services to develop relevant and personalized marketing campaigns and what lift brands can expect from such personalization.

Ronald Trzcinski Professor of Business Administration
Darden Business School at the University of Virginia

11:55 – 12:20PM ET

Session 3

CTV: Cadillac's Approach to Flipping the Funnel

In 2019, Cadillac embraced an “audience-first” approach as a concerted effort to find the best ways to reach their consumers. Since then, they have evolved their media strategy to go beyond supplementing a linear plan to targeting audiences where they are. In this session Marceline Perez, Associate Director of Cross Channel Strategy & Activation at Cadillac will share how the brand is using connected TV to flip the funnel, expanding their 1:1 customer approach over time, and what success looks like today and moving forward. 

 

Associate Director of Cross Channel Strategy & Activation
Cadillac

12:20PM – 12:40PM ET

Break


12:40PM – 1:20PM ET

Session 4

Untangling the OTT/CTV Journey 

Want to learn more about the growing world of OTT/CTV? In this session, Trevor Hamilton, VP at Kochava and expert on all things OTT/CTV will delve into the advanced TV ecosystem, the benefits of running on OTT/CTV platforms, and how to best measure your campaigns. Plus get a peak and what the future holds for OTT/CTV.

 

VP Sales - Measurement, Targeting, Blockchain
Kochava
VP, Platform+
Vizio
Senior Vice President, Digital Sales
Discovery, Inc.
Client Partnerships Team Lead
Kochava

1:20PM – 1:45PM ET

Session 5

Activating Branded Experiences on TV Streaming

Connected TV allows marketers to go beyond the traditional 30-second TV ad spot enabling them to amplify big moments. Marketers can incorporate AR/MR elements, create unique content that is interactive and highly relevant to drive engagement among cord cutters. Join Chris Bruss, Head of Roku’s Brand Studio, as he sits downs with a brand to unpack how it is leveraging immersive ad formats to create a memorable brand moment for streamers and pushing the envelope on the future of consumer engagement.

 

Head of the Roku Brand Studio
Roku
Head of Marketing Cheetos
Frito Lay

1:45PM – 2:00PM ET

Break


2:00PM – 2:25PM ET

Session 6

The Future of OTT

The continued fragmentation of TV audiences and media has resulted in decreased viewership on linear TV. While "cord-cutters" or "cord-nevers" are driving tremendous growth to OTT and on-demand channels. In this presentation, Jessica Reif Ehrlich, Senior Media and Entertainment Analyst at BofA Securities, Inc. Global Research will share the state of OTT now and where it is heading in the next few years, as well as the advantages and implications for marketers.
Senior Media and Entertainment Analyst
BofA Securities, Inc. Global Research

2:25PM – 2:50PM ET

Session 7

Reimagining Video Creative For CTV

This July, the original broadcast spot will be 80 years old. While consumer behavior and ad dollars have shifted, broadcast video creative is stuck decades in the past. In this session, Lance Wolder, Head of Client Strategy and Marketing for PadSquad will share how brands can evolve and reimagine their video creative with Interactive CTV.

Head of Client Strategy and Marketing
PadSquad
In Partnership With:

2:50PM – 2:55PM ET

Closing Remarks


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