Advertising Week will be held Sept. 25-29 in New York City. I’ve looked over the agenda and found at least 12 sessions that video marketing will kick themselves if they miss even one of them. Now, we all get enough abuse already. That comes with the territory in the digital video marketing business. So, without further ado, here are the top 12 must-attend sessions that you should add to your busy schedule – because your company or your clients will expect you report back on what you saw and heard.
Advertising Week 2017: Must-attend Sessions
Monday, September 25 at 11:15 AM at Playstation East
Since its inception, video has connected conversations and communities – but the way people are consuming it is fundamentally changing. Today, video represents about 50% of all mobile data traffic, and it will reach to 75% in the next three years. As marketers, we must evolve to capitalize on this shifting consumer behavior. Join Carolyn Everson, Vice President, Global Marketing Solutions at Facebook for a discussion on the complexity and opportunity of building engaging video content that’s tailored for the mobile viewer.
Monday, September 25 at 3:45 PM – Shutterstock Stage @ Liberty
Dirty word or new normal? Here’s how to be successful, creative, and remain authentic while working within the guidelines of the FTC. DBA’s panel will shed light on the do’s, don’ts, and grey areas of #sponsored content from multiple point of views. Ellie Altshuler, DBA’s lead council, who specializes in influencer contracts, will discuss game-changing rulings and how the lines of influencers and celebrities are more blurred than ever. A brand that has shifted traditional marketing and advertising budgets to influencer partnerships will discuss their stance on transparency and best practices. Hear from a high-profile influencer on how the updated FTC requirements have changed how they disclose paid partnerships.
Monday, Sept. 25 at 5:30 PM – Shutterstock Stage @ Liberty
CEG’s panel will explore the value of celebrity influencer marketing for small businesses, subscription boxes and services, and e-commerce. Hosted by The Bachelor’s Ashley Iaconetti, three brand representatives will share their tried and true success stories about how influencer marketing has benefited their overall business strategy and has become a staple in all company endeavors. You’ll hear first-hand about industry insights and how celebrity influencer marketing can be an essential asset for your own business structure.
Tuesday, September 26 at 9:15 AM at Playstation East
Join Facebook’s Global Creative Director, Andrew Keller, R/GA’s Chloe Gottlieb and others for a discussion on the rising importance of creativity. The new age of collaboration. And what mobile content really means in a consumer controlled world.
Tuesday, September 26 at 12:00 PM at Target Media Network Stage @ PlayStation
With consumer behavior, brand loyalty and evolving technologies forever in flux, the role of today’s CMO is to remain prepared for change. With the responsibility to facilitate growth, and remain current in marketing strategies and communication technologies, the CMO must always remain geared up and ready to tackle the many challenges that accompany a constantly changing industry fearlessly and head-on. Leading edge CMOs will share their insights from the front lines.
Tuesday, September 26 at 2:15 PM – Shutterstock Stage @ Liberty
Latest reports state that there are over 600 million devices running adblock software, and the message from consumers is clear: Stop interrupting me – I don’t want to see your ads. At the same time, consumers are constantly connected and literally have the power to make or break a brand at their fingertips. So how do you break through and engage with consumers?
Against the digital transformation landscape and changing consumer behavior, MasterCard believes we need to stop being great storytellers, it is time to put consumers at the center of our efforts, it is time to be great storymakers. Studies show and retail sales data supports that today, consumers value experiences over things. MasterCard’s Priceless campaign – now in its 20th year – was founded on the insight that experiences matter more than things, but the way it is executed today is much different. MasterCard has evolved its Priceless strategy from a single traditional advertising campaign to a holistic experiential-led marketing platform. They’d love the opportunity to share their story – no pun intended – and how our efforts are energizing our brand and driving our business.
Tuesday, September 26 at 3:00 PM at NASDAQ MarketSite
With tuned-in audiences in the millions and passionate communities hungry for content, YouTube creators are increasingly influential and attractive partners for brands. What can brands learn from creators, and how do these partnerships actually influence brand metrics? In a global-first, Carat, Nielsen, and YouTube researched hundreds of brand + creator collaborations to decode the new rules of engagement for branded content that not only get talked about, but drive real results for your brands.
Tuesday, Sept. 26 at 4:30 PM – Shutterstock Stage @ Liberty
This panel will explore how successful brands and disruptors are inverting the traditional approach and abandoning a siloed team structure in favor of a data-driven approach to creativity to break down barriers to marketing success in the age of digital.
In order to be more effective marketers, brands need to become better listeners. That means internalizing data-driven audience insights across teams, and letting these insights drive the creative process versus the classic “top down” approach of Creative Directors, which has ruled our industry for decades. Instead of retrofitting strategy to support creative, let data and insights lead creative.
Wednesday, September 27 at 11:15 AM at Playstation East
Instagram’s growing community is changing the world we live in. Marne Levine, Instagram’s Chief Operating Officer, will be joined by leading women in business and beyond, for a discussion around the impact Instagram has had as people spend more time on the platform engaging around passions and as visual storytelling expands.
Wednesday, September 27 at 3:30 PM at Nasdaq MarketSite
This promises to be a dynamic discussion between Bloomberg Media Chief Executive Officer, Justin B. Smith, and Twitter Chief Operating Officer, Anthony Noto, on their partnership to create #TheNewNews – the first live social video breaking news network, combining the trusted global news-gathering resources of Bloomberg and the social power of Twitter. The session will explore the evolution and convergence of media, technology platforms and advertising, and today’s changing digital news experience.
Thursday, September 28 at 9:15 AM at Playstation East
This session features Snap’s Imran Khan with HBO’s Richard Plepler in a conversation with Joanna Coles about connecting with consumers in a mobile first world.
Thursday, September 28 at 1:30 PM at Target Media Network Stage @ PlayStation
We all know that online video consumption is on the rise, which makes digital video an increasingly critical part of every marketer’s strategy. We also know that publishers want the same thing as advertisers – access to consumers – and that both groups insist on a premium, TV-quality, and brand-safe environment. With these challenges in mind, hear from leading marketers and publishers, about how they are embracing the evolution of video and content to meet millions of highly engaged users where they are, every day.
As you can see, the schedule gets very tight on Tuesday. So, maybe you might want to recruit a colleague to cover one or two sessions. Nevertheless, you won’t want to miss any of them. So, put on your running shoes. It’s going to be a busy week.