2014 Automotive Marketing Roundtable
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October 14-16, 2014 • Bellagio Hotel, Las Vegas, Nevada
Please note that the Agenda is tentative. Check back for updates.
All events are in the Main Ballroom except as noted below:
|Breakout Room 1|
|Breakout Room 2|
Tuesday, October 14, 2014
|4:15 p.m.||Keynote Speaker: David Murphy, President—U.S., Team Detroit|
Older brand marketing models are increasingly out of step with the ways in which consumers currently absorb media and interact with brands. Empathic marketing helps companies build customer relationships by mirroring how people form real, human relationships. In a digitally-driven world, the 4Es of personal relationships—empathy, experiences, endorsement and energy—gives marketers a clear framework for creating deeper and lasting customer relationships. After all, to connect with customers that increasingly prize authenticity in companies and brands, it pays to remember that what is true in life should be true in marketing.
|5:15 p.m.||Marketing Leaders Discuss Their Challenges|
Building on the success of last year's Marketing Leaders panel, key OEM marketing leaders gather again to discuss the current challenges related to digital marketing, as well as creative solutions to them. Panel members share their thoughts on the anticipated major digital marketing issues of tomorrow. Each leader has a unique perspective on marketing, as well as direct experience guiding their company’s efforts.
Moderator: Arianne Walker, Senior Director, Media & Marketing Solutions, J.D. Power
|AMR Kickoff Gala||Sponsored by:|
Wednesday, October 15, 2014
|7:00 a.m.||Networking Breakfast|
|8:00 a.m.||Welcome and Announcements|
J.D. Power Automotive Marketing Review: How Online Behavior Impacts Offline Outcomes
Arianne Walker, Senior Director, Media & Marketing Solutions, J.D. Power
|9:00 a.m.||Diving Deeper into Vehicle Price Transparency: What's the Impact for Consumers and Dealers?|
Use of the Internet and smartphones during the auto shopping process increasingly empowers consumers by providing access to on-the-spot information. What does price transparency mean in the car buying process and how is it important for both the dealer and the consumer? Why are leading third-party automotive websites offering pricing programs and how do they compare? What is the impact on dealers? Can dealers use price transparency to improve their business? Is price transparency working? Are dealers honoring pricing programs and are consumers satisfied? What will this look like in the future?
Moderator: Steve Finlay, Editor, WardsAuto Dealer Business Magazine, WardsAuto
|10:00 a.m.||Networking Break|
|10:20 a.m.||Transforming Automotive Retail: The Strategies and Technologies Shaping Today's Car-Buying Experience|
As dealerships evolve away from traditional marketing and transactional relationships toward creating experiences that build trust and loyalty, new tools enhance efficiency and effectiveness at every stage along a vehicle shopper’s path to purchase. Dealertrack Technologies’ Amit Maheshwari and Matt Murray discuss the strategies and technologies at the forefront of this industry-wide paradigm shift.
|Latest Trends in Data-Driven Digital Marketing for Auto Marketers |
Programmatic, data-driven marketing has been a hot topic in the world of digital media for the past several years, mainly due to its ability to transform the way the industry sells, buys, measures, and optimizes media. But, what specific power and what critical efficiencies benefit auto marketers? Join a discussion among panelists representing perspectives from auto brands and their agencies, as well as leaders in marketing technology and data science.
Moderator: Christopher Hansen, President, Netmining
|Mobile Is Here—Are You Driving the Right Success Metrics?|
To achieve true mobile success, you must first identify the best practices in mobile and, more importantly, how to measure their results. In this panel discussion, xAd will report the findings of its groundbreaking mobile measurement study on automotive mobile benchmarks. Join Scion, Land Rover/Jaguar, and Nielsen in a riveting unveiling of true automotive mobile success. Gain a competitive advantage by seeing what a successful lot-visitation rate looks like, measuring the most important secondary engagement rates, and much more.
Moderator: Monica Ho, Senior Vice President of Marketing, xAd
|11:10 a.m.||Panel: Is the Traditional 3-Tiered Automotive Marketing Model Obsolete?|
Changes in consumer shopping behavior as well as the proliferation of digital media choices have disrupted the traditional “buy this,” “buy now,” and “buy here” hierarchy. As a result, there is greater potential for duplication, competition, and contradiction across tiers and screens, creating a potential crisis in efficacy. Is it time to rethink this model in order to create a new ecosystem that eliminates redundancies and capitalizes on new channels, dynamic advertising, and third-party capabilities to maximize ROI? A diverse panel will tackle this issue as they define their new role in the automotive marketing ecosystem of the future.
Moderator: Cindy Scott, Founder and Principal, Brand TractionPanelists:
Ciaran Bossom, Managing Director, Digital Enterprise and Social Media Strategy, Saatchi & Saatchi LA
Michel Brennan, Marketing VP, Southeast Toyota Distributors, LLC
Scot Cottick, Senior Manager, Social Media Marketing, Nissan North America
Mike Dillon, Account Director, Automotive, Pointroll
Kristi VandenBosch, Chief Digital Officer, Meredith Xcelerated Marketing
|PRESENTATION SET: A Year of Innovative Marketing Campaigns|
Presentation 1: FIAT Drives Awareness by Putting Mobile Consumers First
Alia Lamborghini, VP of Sales, South and Central U.S., Millennial Media
Presentation 2: Mobile First: How Auto Shoppers Have the Power in the Palm of Their Hands
Brian DeAngelo, Brand Communications Manager, MINI USA
Presentation 3: Digital Storytelling through Marketing Automation
Robert Font, Director, Digital Communications, Subaru
PRESENTATION SET: Reaching the Diverse Consumer: How to get the attention of Women, Hispanics and Millennials
Presentation 1: Navigate the Difference in Marketing to Female vs. Male Car Shoppers
Hwei-Lin Oetken, Vice President of Market Intelligence, Kelley Blue Book
Presentation 2: The New American Reality: Effective Auto Marketing in a Multichannel and Multicultural World
Presentation 3: Realigning to the New Reality:How Millennials are Changing the Game Online and Offline
Rick Wainschel, Vice President Automotive Insights, Autotrader.com
|12:15 p.m.||Networking Lunch||Sponsored by: |
|1:15 p.m.||Big Advertisers Pay Big Money for Big TV Events; Bigger Data Can Prove Whether or Not It’s Worth It|
Advertisers are now paying more than $1 million per commercial aired during major, live, TV events—spending more than $1.5 million for airtime for events such as the Oscars and as much as $4 million for the Super Bowl. Such events typically attract the largest audiences, but, are they key drivers of advertiser value? Does ad exposure during these big events equate to better brand awareness and more effectively direct consumers to specific action? Advertisers and media clients need to know whether their ad expenditures are smart short- and long-term investments. Kantar and Autometrics share their perspectives and data on what does and doesn’t pay.
Moderator: Will Sayre, Senior Director, J.D. Power
Looking Under the Hood: Exploring Ad Viewability and Issues Related to Bots and Suspicious Traffic
Moderator: James Green, CEO, Magnetic
|Presentation 1: Beyond Facebook: Content, Social, and Mobile Media Strategies for Increased Brand Engagement|
The adoption of mobile devices and social media is showing no sign of slowing down. What are the megatrends in the ways consumer view, interact with, and share auto-related content? Is Facebook the only game in town? What metrics are important when it comes to content engagement? Hear the results from analyses that includes more than 100 million content interactions related to auto.
Gregory Cypes, SVP Product Marketing, AddThis, Inc.
Presentation 2: Because Futbol: How Hyundai Leveraged Tumblr to Turn Futbol Fan Passion into Hyundai Brand Engagement
Jennifer Klawin, Director, West Coast Sales, Tumblr
|2:05 p.m.||Who Will Control the Vehicle Center Stack|
Millions of new-vehicle buyers focus on the infotainment screen in the center stack as they get into their vehicles. Who will control that screen? Will it be the car companies, the software companies, or the phone companies? How will this affect vehicle marketing in the future?
Moderator: Tim Dunne, Director Automotive Industry Analysis, J.D. PowerPanelists:
Ben Anderson, President, Automotion
Jim Bak, Director, INRIX, Inc.
Robert Edwards, Manager of Creative Technology, Team One Advertising
David Miller, Chief Security Officer, Covisint
|3rd Party Leads: Friend or Foe|
The Internet has changed the way car buyers shop by providing more tools, vehicle information and pricing transparency than ever before. At the same time, it has given dealers a new way to reach prospective customers and promote their products and services. While digital has rapidly changed the shopping experience and empowered shoppers, the negotiation sales model has not adapted as quickly. As a result, a new player has emerged: the third-party lead, which provides a range of services and transparency between buyers and sellers monetized through advertising and identifying shoppers who are close to purchasing. How should we think about third-party leads moving forward—as a necessary function in a complex ecosystem or a tax contributing additional noise to an already burdensome process?
Moderator: Todd Thiessen, SVP Strategy, Razorfish
|Hyper Local Targeting: Time to Believe the Hype?|
Hyper local targeting is being touted as the next big thing in mobile marketing; but does it live up to the hype? Panelists representing some of the top companies in the space—such as PlaceIQ, Voltari, and UberMedia—explain their company’s offerings and the technology that drives their business, giving attendees an opportunity to better understand the differences and unique proposition of each company. Learn how automotive marketers are using hyper local targeting and what kind of results they have achieved. The panel will also discuss consumer sensitivity and privacy concerns about targeting at such a personal level.
Moderator: Mark Brown, SVP, Communications Planning Director, The Garage / Team Mazda
OEM Keynote Speaker:
Are you interrupting or are you connecting?
|3:40 p.m.||Networking Break|
|4:00 p.m.||A la Carte Media Consumption: How to Reach the Unreachable |
New technology is making it easier than ever for consumers to control what, where, and when they consume content. Additionally, a growing percentage of viewers are choosing to avoid cable fees altogether in order to take control of their viewing choices and costs. They skip commercials, avoid cable bundling costs for channels they don’t use, and opt out of expensive sports packages. Consumers can also decide when and where they watch video through options like VOD and Netflix and when and where they listen to audio content through services like Spotify and Pandora. With consumers in control of their media consumption, how can auto advertisers be sure to reach critical target audiences?
Moderator: Lincoln Merrihew, SVP Transportation and Thought Leadership, Millward Brown Digital
|4:55 p.m.||The U.S. Auto Industry: Healthy Growth or Risky Growth?|
To date, 2014 has been a strong year for the U.S. auto industry with new-vehicle demand and transaction prices rising above pre-recession levels. Simultaneously, extended term financing and leasing is becoming increasingly widespread, and more sub-prime consumers are buying new cars. Deirdre Borrego from J.D. Power highlights these and the other key trends of 2014 and discusses how they relate to a healthy U.S. auto industry.
Deirdre Borrego, Vice President, U.S. Automotive Division, J.D. Power
|5:15 p.m. - |
|Networking Nightclub Reception||Sponsored by:|
Thursday, October 16, 2014
|10:00 a.m.||Networking Brunch||Sponsored by:|
Trends, Fads and Transformation: The Impact of the Internet
|11:15 a.m.||TV Advertising Is Changing: Get In The Driver’s Seat |
As TV viewing habits continue to change and the fragmentation of both consumer attention and devices sky rockets (an average of eight devices per household), there is no room for inefficiency in the buy cycle of this $200 billion a year industry. To maximize their investment, auto marketers should first consider the reasons behind this fragmentation to determine the most effective strategy for their spend. Join panelists from Maserati, Team Detroit, YuMe, and Delivery Agent as they discuss the latest research and insight surrounding this growing issue and provide examples of successful campaigns and ways in which marketers can successfully reach their target audience at the right time, on the right screen.
Moderator: Trey MacLeod, Senior Vice President, MarketShare
The Customer Feedback Tsunami
Gary Tucker, CEO, DealerRater
|12:20 p.m.||Making Online Video More Visible|
Today’s consumers are: mobile, local, social, native, online, offline, OTT, and OOH. How is a marketer to know who’s behind door number three and when they’ll be there? The prize will go to the marketer that invests in the time, resources and technology to crack the omni-channel attribution nut. Marketers must understand how the consumer gets to the point-of-purchase and at which step in the journey they’re most influenced. Without this knowledge, they’ll continue to over-invest in channels that may not merit the dollars allocated.
Moderator: Cory Cox, VP Industry Solutions, Shoutlet
|1:05 p.m.||Networking Break|
|1:25 p.m.||Winning Strategies for Effective Cross-Channel Automotive Advertising|
Experts from leading brands and agencies discuss the challenges and opportunities auto marketers face in planning and executing digital ad campaigns in the era of cross-channel consumers. Panelists explore innovative methods for leveraging big data and cross-channel insights to target audiences across screens, as well as identify how to optimize campaigns to increase buying efficiencies. Attendees can take away key cross-channel advertising strategies to effectively reach auto intenders throughout the purchase cycle in today’s complex media environment.
Moderator: Raj Gill, Vice President, Automotive, Amobee
|Attend this session for the chance to win a Samsung ConnectedTV!|
|2:40 p.m. - |
|Farewell Beer Garden||Sponsored by:|