March 20-22, 2023 / Eden Roc Miami Beach
Educational Sessions
(As of March 14, 2023)
Tuesday, March 21
9:30-10:30 a.m.
You Got a Customer. Now What?
Presented by the E-Commerce Council
So, your direct-to-consumer brand sold a product this morning. Huzzah! By noon, though, you should be able to answer the question, “How have you taken the first steps to maximize that new customer’s lifetime value?” In this competitive landscape — with consumers using their voices to celebrate or shun products more often than ever — how can you effectively retarget your new customers and turn them into lifetime brand believers? What are the best marketers today doing to accomplish this and what hazards must you look out for along the way? A panel of experts shares insider tips.
Speakers: Shane Allor, Kount; Paul Wahlgren, BeautyStat Cosmetics
Moderator: Gregory Silvano, Buyist
11 a.m.-Noon
Smaller But Stickier: Enhancing Hispanic Customer Loyalty
Presented by the U.S. Hispanic Council
As media opportunities grow from linear to connected TV and from social media into e-commerce, marketers are finding that U.S. Hispanics’ tendencies to overindex in key outlets makes this growing marketplace ripe for building lifetime value. How are marketers, agencies, and media outlets responding to this growing multichannel opportunity? Find out in this panel discussion.
Speakers: Federico Garza, Telemundo; Beth Johnson, Omni Direct; Kyle Patten, Televisa Univision; Nick Pietropinto, Double Diamond VIP
Moderator: Marcelino Miyares, d2H Partners
1-2 p.m.
The Omnibus of TV Platforms: The Creative Differences
Presented by the Workshop Council
An ongoing conversation between creative experts for well over a decade is now proving truer than ever: What types of creative are needed for different media outlets? And now — after a focus on television for so long and an infiltration of expanded options for consumers to view content not only via linear TV, but also through OTT/streaming and connected TV — the same conversations are happening with marketers about how campaigns that work on one TV outlet simply don’t prove successful on others. The analytics often reveal it’s about the specific outlets’ needs that require unique messaging that resonates for viewers. What’s true and what’s not? How can we assimilate and prove success across the fragmented outlets? This panel conversation dives deep to look at today’s realities — and tomorrow’s opportunities.
Speakers: Cristina Ferruggiari, Lockard & Wechsler Direct; Andy Latimer, Bluewater; Sialoren Spaulding, Farmers Insurance Group
Moderator: Patrick Raymond, Really Cool Ideas
2:30-3:30 p.m.
The Regulatory Minefield
Presented by the Government Affairs Council
The Federal Trade Commission (FTC) is activating across many areas that affect performance and direct-to-consumer marketers. From its focus on “dark patterns” online to its newly announced move to end the practice of non-compete clauses — used widely by many companies in the business — the FTC’s current work could reshape this industry as we know it. What’s the latest? Find out more from industry-leading attorneys in this roundtable conversation.
Speakers: Roger Colaizzi, Venable LLP; Linda Goldstein, BakerHostetler
Moderator: Thomas Haire, The PDMI
4-5 p.m.
Redefining Shoppable TV: Strategies, Platforms, Activation, and Creative
Presented by the Brand Response Council
From the mythical promise of “Buying Jennifer Aniston’s Sweater” to actual device-to-digital audience interactivity during the recent Super Bowl, Shoppable TV long has been a golden promise for DTC advertisers. However, previous false starts and questions about devices created and uncertain landscape. Now, with newer and more integrative technologies and a better understanding of how to manipulate and edit cross-device creative, it’s time to redefine Shoppable TV for 2023 and beyond. As viewers and consumers access content (and ads) on devices like smart TVs to game consoles and more, how will that shift create or facilitate different customer behavior? What will it look like for people to shop directly from their screens? Go in-depth on the strategies and best practices that reveal what’s happening now, what the potential is for the future — and how to avoid the pitfalls of the past.
Speakers: Jack Barrett, Urban Legends Productions; Meghan Glenn, Flowcode; Tom Wolfe, Viant
Moderator: Chris Foster, Modern Postcard
Wednesday, March 22
9:30-10:30 a.m.
Turning the Transaction Into a Relationship
The total return on performance marketing campaigns does not have to be limited to a single sale. So much can be done to deliver a great new customer experience that creates the opportunity for future sales. Hear from a mix of brand leaders and industry experts with practical experience in creating purchase, service, and payments experiences that help create customer loyalty to your brand. In this one-hour roundtable, learn why the opportunity to create real customer relationships with higher LTV will lead to higher revenue and profitability than old-school performance marketing that optimizes for cost minimization and initial conversion rates.
Speakers: Steve Arentzoff, FlexPay; Irene Scharmack, QuickBox; Meng Williams, Bold.com
Moderator: Chris Reinmuth, FlexPay
11 a.m.-Noon
Brand Leadership and the Customer Experience
Presented by the Women’s Council
As the importance of the customer experience grows for performance and direct-to-consumer brands, marketers must engage with consumers and grow their databases. It has become an all-consuming effort. In this special conversation, women leaders representing a group of performance/DTC marketing initiatives will address how they ideate, innovate, and generate growth. From the shifting TV marketplace, to digital, audio, and social media, these experts are maximizing the customer experience, driving better ROAS, and creating lifetime customers.
Speakers: Jill Albert, Direct Results; Sarah Andreadakis, Bluewater; Brooke Davis, Contour Products; Lori Lasky, Media Culture; Racine Levy, Angi
Moderator: Fern Lee, THOR Associates
1-2 p.m.
Media Outlet Roundtable
As free, ad-supported streaming TV (FAST) outlets multiply and connected TV (CTV) technology expands, the performance and direct-to-consumer media buying space is trying to understand the breadth of options available — and what will work best for clients. A panel of media sales leaders will talk about the latest opportunities, the continuing power of linear TV, and where the market is headed in the coming years.
Speakers: Christine Georgakakis, Reelz; Chris Harris, AudienceXpress; Teddy Pritikin, DirecTV Advertising
Moderator: Matt Cote, Eicoff
2:30-3:30 p.m.
Digital/CTV Advertising: No ‘Set-It-and-Forget-It’ Here
A staggering amount of bad actors and “bots” continue to take advantage and manipulate advertisers’ business results. With an average of nearly 75% of total digital media spend lost to these factors, it is time to evolve from the “set it and forget it” mentality of CTV advertising and shift the landscape into one that encourages transparent and truthful results. So, how can advertisers achieve the maximum impact for their media investment? Experts will discuss the difference between programmatic 1.0 and 2.0 advertising and the opportunity programmatic 2.0 offers for quality results. Attendees will learn how CTV advertising is in its nascent stage and why now is the time to market and manage campaigns to elevate KPIs, increase ROI, and test creatives against different audiences. The audience will walk away with actionable insights into the benefits of iterating fast and often within the CTV space, and how these digital campaigns empower advertisers to start and stop ads, become more nimble, and adjust media investment for ultimate success.
Speakers: Raphael Rivilla, Marcus Thomas; Matt Timothy, Blockboard
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4-5 p.m.
Data Automation’s Growing Importance
As media sellers and media buyers experience an expanding range of opportunities in the TV world, everyone is looking to ease the data strain. But automating data isn't just a convenience that allows the people involved in media sales to act more quickly. Increasingly, it's also an opportunity for everyone along the media chain to gain new insights and activate more intelligently to maximize campaigns. Learn the latest from a panel of data automation experts.
Speakers: Kevin Gaffney, CoreMedia Systems; David Tiberia, Bluewater
Moderator: Cordie de Pascale, PremiumMedia360
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