Variety hosts a unique one-day summit dedicated to the business and shared ideas between advertisers, studio and TV content partners, digital media brands and next-generation technology leaders. Hear from top CMOs, advertising agencies, brand marketers, advertisers and film, TV, digital media and video game chiefs as they explore how their breakthrough ideas and campaigns have changed the current landscape of the industry. Join us as we explore the best strategies to advance entertainment and brand awareness as consumers scatter across new media options and multiplying screens and platforms.
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Ticket quantities are limited at each price level and are subject to change. Tickets are non-refundable but will be transferable upon request.
WhereFour Seasons Beverly Hills
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8 a.m. to 9 a.m. Registration
9 a.m. to 9:15 a.m. Opening Remarks
9:15 a.m. to 10 a.m. Always On – Masters of the Connected Entertainment Campaign
Marketers enjoy endless opportunity in how to spread the word. But there can be endless pain in choosing the best multiplatform strategy in this always on media landscape. Should marketers tease a visual on social before building big through an eventual TV buy? What linear vs nonlinear OTT network offers the biggest bang for what target demographic? What is the best approach to measure audiences to best drive campaign momentum across platforms? Media marketers will explore the best 360-degree approach to capture audience attention for film, TV and digital projects.
10:00 a.m. to 10:30 a.m. Keynote Conversation
10:30 to 11:15 a.m. Lot of Followers, Lot of Results? Best Practices: Influencer Entertainment Marketing
Marketers understand the value of tapping into social media darlings. They inspire fierce followings for their trusted, authentic posts on fashion, food, design and other key consumer product categories across a slew of platforms. But what is the right formula in picking the right influencer, on the right platform, to say the right things about your product, to the right target audiences? How are digital platforms guiding marketers out of the weeds and giving them a clear path for success? What influencer campaigns produced actual ROI? Top marketers, consumer brands and digital platforms will discuss how they are refining influencer marketing for best results.
11:15 a.m. 11:30 a.m. Networking Break
11:30 to 12:15 Ultimate BrandMakers
In our time-shifted, click-now-to-exit, scrolling-through age, the traditional 30-second commercial isn’t always cutting it for marketers. But opportunities abound for creating messaging so entertaining, audiences can get hooked regardless of the content’s branded/sponsored/promoted/native advertising status. Who are the master brandmakers behind truly entertaining campaigns? What platforms – TV, digital publishers, mobile, outdoor, theatrical exhibition – are best advising brands on their branded content plays? CMOs and their marketing partners talk how they are advertising without really advertising at all.
12:15 to 1 p.m. Bullseye! Targeted Campaigning in the Mobile Age
Mobile has always carried irresistible appeal to marketers. Recent studies point to Americans collectively checking their phones 8 billion times a day. But compared to TV, advertising on mobile remains a relatively untapped frontier, as marketers wade through consumer privacy issues, slow load-speeds and deciding between banners vs. sponsored posts vs. messaging texts and countless other possibilities. Mobile is nevertheless poised to gain in popularity, as the lure of precision, custom marketing to individual phone owners remains strong. Chief digital marketers and platform partners will explore what it takes to succeed in messaging in the mobile space.
1 p.m. to 2 p.m. Lunch
2 p.m. to 2:30 p.m. Keynote Conversation
2:30 p.m. to 3:15 p.m. Studio Roundtable: The Art and Science of Opening a Film
As the media landscape has exploded with change, one thing is constant – the extreme highs and lows studio marketers experience upon films’ opening day at the box office. Even as prediction and tracking technology improve, murkiness remains in assessing a film’s likely performance. But the launch campaign – despite the uncertainty – continues to be of crucial importance in setting the right first impression with audiences. What are the latest creative storytelling strategies in introducing a film? How are studio marketers deciding between TV vs digital options in rolling out their campaigns? How important is it to have talent heavily invested in personal social posts about the film? Studio marketing chiefs will pull back the curtain on their launch campaigns.
3:15 p.m. to 3:30 p.m. Networking Break
3:30 p.m. to 4:15 p.m. How to Tie the Perfect Knot – Understanding Video & Viewership
Audiences are gobbling up video across platforms, but how is the industry faring in truly understanding viewership to make the best marketing decisions? What is the state of audience measurement and analysis across media platforms? What are the latest strategies in place to ensure video is seen through to completion by actual people, not bots? What companies are really investing in the technology to perfect audience understanding? Top advertising research chiefs, data partners and platform chiefs will explore what it means to achieve meaningful video viewership to best set campaigns up for actual ROI.
4:15 p.m. to 5:00 p.m. Trailblazers of the Global Franchise
Entertainment must succeed on a global scale – and typically not just on screen. Storytelling must weave through various areas of licensing and merchandising to really make a splash, spanning books, games, food items, clothing, toys and more. Global partnerships are also struck to ensure content can soar in China, India, Latin America and other key entertainment categories. Marketers must also strategize how to keep momentum going between various film/TV/game/etc. installments. What are the latest trends behind nurturing a successful franchise? Global marketers will discuss the state of their business.
What we're talking about
- Influencer Marketing