On Wednesday, ERA opened the show floor featuring exhibits, expanded education, a special keynote presentation, as well as the return of the InventHelp-INPEX New Product Showcase.
The Think Tank hosted five Masters Series sessions, with the first one focusing on Game of Fives: How to Win on TV and Digital in 5 Minutes. Moderator Ava Seavey (Avalanche Creative Services) led this high-power panel, which included Maria Kennedy (Discovery Communications), Kate Kalevich (Mercury Media), and Susan McKenna (Hairclub and Bosley). Panelists shed light on this little known format—the five-minute infomercial and dispelled the myths and misconceptions that marketers might have about it.
Curalate’s Laura Hobson followed with her presentation, Facebook & Instagram Ads: Revolutionize Your Strategy to Drive ROI. As a digital media specialist, Hobson shared her insights about Facebook and Instagram, while providing real-life examples of how brands improved their ad relevance and drove ROI by advertising on social media.
Allison Givens (Williams Worldwide Television), David Antley (Revana Digital), Charlie Fusco (Synergixx, LLC), Albert Piechotta (Prevention Pharmaceuticals), and Lori Zeller (THOR Associates) discussed how DRTV has become the halo for all other channels in the Masters Series session, Why Your Digital Marketing Needs a DR Power Boost. What’s more, the panel of experts assured marketing professionals that there’s simply no need to choose between DRTV and Digital; they actually need each other.
Next, Stephanie Siewert (Marketing Maven) and Collette Liantonio (Concepts TV Productions) showed attendees How to Use Online Video to Master User Engagement. During this hour-long session, the co-presenters revealed best practices for creating online content that can elevate a company’s product and create greater brand recognition.
ERA rounded out Wednesday’s Masters Series sessions with Data-infused TV Buying 101: Definitions & Results led by thought leaders Brian Norris (DISH Network), James Shears (The Trade Desk), Joshua Winograd (FuturesMedia), Kevin Heindl (Experian), and Scott Paternoster (Chief Media, LLC). Panelists addressed some of the major challenges companies face in this shift towards addressable/programmatic in television, and explained what one had to gain in solving these challenges.
The highlight of the day was the Keynote Luncheon and Presentation entitled, Connected Storytelling - Leveraging Digital and Data to Move Beyond Powering Ads. Giant Spoon’s Mikael Greenlief explored how marketers and brands can think outside the box by looking beyond the data to drive performance and response. In addition, Greenlief engaged attendees with case studies that highlighted unique and innovative ways for creating deeper engagement with their audience.
The Think Tank wasn’t the only place attendees went for educational content. The Learning Lounge presented two one-hour sessions that covered topics including payment processing and the LIVE marketing channel.
Ellen Berge of Venable LLP moderated the Learning Lounge session, Getting the Money: What Every Merchant Should Know About Its Payment Processing Account. She was joined by panelists Adam McDonald (Humboldt Merchant Services), Alexis King (National Merchants Association), and Benjamin Grossman (Pinpoint Intelligence). Attendees walked away with practical advice for developing and maintaining strong payment processing relationships.
The session was followed by the session, The LIVE Marketing Channel: Optimizing the Connection Between Voice and Digital. Dial800’s Jennifer Powell presented helpful strategies for boosting marketers’ LIVE traffic.
In the afternoon, the Learning Lounge played host to the Inventors’ Two-Minute Pitch, in which inventors from the InventHelp-INPEX New Product Showcase pitched their products to veterans and experts in the DRTV industry. The panel of experts included Akos Jankura (Torstar Media Group Television), Andrea Pass (Marketing Maven), Jeni Bond (Bond Multimedia), pitchman Marc Gill, and Trish Dowling (Allstar Products Group).
Once the show floor closed, attendees had a chance to network at the Asia Committee Reception and then at the Wednesday White Party.