IPG Media Lab works with some of the world’s largest brands to drive innovation in media, marketing, and business models. As the dedicated innovation initiative of the UM family of agencies, they’ve worked with companies of all sizes, across numerous verticals. Chad Stoller and Adam Simon of IPG Media Lab discussed the types of conversations they have with marketers around innovation, gave us a behind-the-scenes look at how IPG Media stays innovative, and asked whether one can truly measure innovation success.
> See all episodesThere’s more uproar in the data privacy world: Apple has announced that with their newest update to iOS 14, the previously optional Limit Ad Tracking function (LAT) will now be on as a default. This will force all apps and app developers to ask permission to use a user’s data or track their movement, and they’ll need to opt-in to sharing a unique device code, or the ID for Advertisers (IDFA). As Apple has said on their official iOS 14 info page: “Privacy is a fundamental human right and at the core of everything we do. That’s why with iOS 14, we’re giving you more control over the data you share and more transparency into how it’s used.”
Advertisers use the IDFA to target audiences and measure effectiveness. Just like with the cookie’s demise (as we’ve discussed here), the potential for the IDFA to be limited or disappear completely will hinder the reach and understanding advertisers have over their campaigns. Marketers will not only need to survive without cookies in their diet, but they’ll also need to find new—or in many cases, old—ways to gather audience data to aid in their targeting efforts. It may be best summed up in Apple CEO Tim Cook’s remarks on International Privacy day: "Technology does not need vast troves of personal data stitched together across dozens of websites and apps in order to succeed. Advertising existed and thrived for decades without it, and we're here today because the path of least resistance is rarely the path of wisdom. If a business is built on misleading users on data exploitation, on choices that are no choices at all, then it does not deserve our praise. It deserves reform.” The resources collected discuss a post-IDFA world and what marketers can do to adapt without it.
Come experience how AI is reshaping the customer journey and learn how you can drive brand growth with these cutting-edge technologies. In addition to driving efficiencies that save businesses millions, AI is helping brands understand customers better than ever before and deliver hyper-relevant content and offers that drives sales, and ultimately business growth. Our goal is to leave attendees both inspired by new ways of thinking and equipped with practical steps they can implement within their brands.
The overall objective of the program is to promote knowledge, spark discussion, and introduce marketers to a diverse range of options as they explore the AI space in the areas of:
Come experience how AI is reshaping the customer journey and learn how you can drive brand growth with these cutting-edge technologies. In addition to driving efficiencies that save businesses millions, AI is helping brands understand customers better than ever before and deliver hyper-relevant content and offers that drives sales, and ultimately business growth. Our goal is to leave attendees both inspired by new ways of thinking and equipped with practical steps they can implement within their brands.
The overall objective of the program is to promote knowledge, spark discussion, and introduce marketers to a diverse range of options as they explore the AI space in the areas of:
Welcome
Welcome to the ANA UNLOCKED Summit 2020: AI & the Customer Journey. Be prepared to be inspired as we take an artificial intelligence journey towards unlocking your customer's brand affinity.
Kathleen Hunter
Executive Vice President
ANA Futures
Michael Berberich
Senior Director
ANA Futures
Mindful Moment: Meditation
AI can be a daunting experience, so let's all center our minds to allow a peaceful ingesting of the ANA Unlocked Summit 2020 journey. We welcome you to join us in a mindful moment of meditation -- consider it your "mindset reset" for the day.
Melissa Felsenstein
Founder
Inner Sounds Meditation
Huddle: How Facial Recognition AI Will Shape the Customer Journey
Like many aspects of AI, facial recognition software is already part of our lives, from security cameras to smartphones. Attendees will see a video case study leveraging this breakthrough technology, and then participate in a moderated deep dive "huddle" with:
Pascal Lagadec
Vice President, Sales & Business Development
fielddrive
Huddle: Emotional AI
Nearly 50 percent of sales are attributable to campaign creative, yet few creative assets are pre-tested for their ability to perform in market. The problem is getting worse as advertisers dial up volume and diversity of creative to meet the demands of digital platforms and personalization. Attendees will see a video case study leveraging this breakthrough technology, and then participate in a moderated deep dive "huddle" with:
Max Kalehoff
Vice President, Marketing & Growth
RealEyes
Keynote: Integrating AI Into Your Brand
Dr. Katia Walsh of Levi's is an expert at launching, leading, and scaling digital products and capabilities, customer-centric transformations, and digital accelerations; combining Digital technologies, Data, and AI (Machine Learning and Automation) to enhance customer experience, drive efficiencies, create differentiation, and make a positive impact. In this session she shares the challenges and advantages of integrating AI throughout an organization.
Katia Walsh
Chief Strategy & AI Officer
Levi Strauss & Co.
Keynote: De-bias Data & AI to Boost ROI
Did you know that women account for over 80% of high-ticket item purchases in their households like cars (a $9 trillion market by 2030), electronics (over $1.5 trillion by 2026) and financial products ($2.7 trillion by 2022)? Or that African Americans account for $1.4 trillion of consumer spending in the US whilst LatinX consumers spend $1.7 trillion? And what about the $3.6 trillion global buying power of the LGBT communities?
Yet marketers and advertisers are not yet serving consumers accurately because of legacy data and algorithmic biases that's failing to lens consumers coherently. In this session, Twain Liu will provide three simple tips for how to design and workflow data and AI across your organization to de-bias the AI and boost marketing ROI.
Twain Liu
Scientist & heARTIST
Huddle: Predictive Personalization
Predictive personalization, also referred to as machine-learning personalization, is the effort and ability to predict the actions of users, based on their previous behaviors online. Users are identified at a granular level, and a more personalized website experience is created for them. It puts more focus on displaying content and messages to users based on their intent, rather than just on the readily available information about their interests and previous behavior. Attendees will see a video case study leveraging this breakthrough technology, and then participate in a moderated deep dive "huddle" with:
Andy Mauro
Co-Founder & CEO
automat
Music Break with D-Nice
Join us in the lounge as we decompress and enjoy a short music set with DJ D-Nice, the COVID-19 pandemic quarantine music guru. Derrick "D-Nice" Jones is a talented musician and photographer who uses his dual passions to share his love for music, art, and creative culture.
D-Nice
CEO
BrandNice
Huddle: AI-Enabled Analytics
With trillions of points of data being generated every few hours, AI presents a much-needed solution for marketers looking to identify, validate, analyze, and act on data in a fraction of a second. Attendees will see a video case study leveraging this breakthrough technology, and then participate in a moderated deep dive "huddle" with:
Tom Salvat
Founder & CEO
Concured
Keynote: Possibility-Based Marketing
Dr. Joseph Riggio is an expert in cognitive and neuroscience, and an executive trainer and consultant for 30 years. In this session, he will break down "carrot" vs. "stick" motivation, and why "FOMO" (fear of missing out) might be every marketer's favorite buzzword, but is a terrible way to base your long-term strategy. Instead, Dr. Riggio recommends "Possibility-Based Marketing," which leverages joyful emotions and consumer aspirations to influence purchase decisions. Finally, he shares why the "Hero's Journey" – the narrative structure of myths dating back centuries—is the key to driving meaningful, lasting brand loyalty.
Joseph Riggio
Founder and President
ABIT
Welcome
Welcome to the ANA UNLOCKED Summit 2020: AI & the Customer Journey. Be prepared to be inspired as we take an artificial intelligence journey towards unlocking your customer's brand affinity.
Kathleen Hunter
Executive Vice President
ANA Futures
Michael Berberich
Senior Director
ANA Futures
Mindful Moment: Meditation
AI can be a daunting experience, so let's all center our minds to allow a peaceful ingesting of the ANA Unlocked Summit 2020 journey. We welcome you to join us in a mindful moment of meditation -- consider it your "mindset reset" for the day.
Melissa Felsenstein
Founder
Inner Sounds Meditation
Huddle: How Facial Recognition AI Will Shape the Customer Journey
Like many aspects of AI, facial recognition software is already part of our lives, from security cameras to smartphones. Attendees will see a video case study leveraging this breakthrough technology, and then participate in a moderated deep dive "huddle" with:
Pascal Lagadec
Vice President, Sales & Business Development
fielddrive
Keynote: Integrating AI Into Your Brand
Dr. Katia Walsh of Levi's is an expert at launching, leading, and scaling digital products and capabilities, customer-centric transformations, and digital accelerations; combining Digital technologies, Data, and AI (Machine Learning and Automation) to enhance customer experience, drive efficiencies, create differentiation, and make a positive impact. In this session she shares the challenges and advantages of integrating AI throughout an organization.
Katia Walsh
Chief Strategy & AI Officer
Levi Strauss & Co.
Huddle: Emotional AI
Nearly 50 percent of sales are attributable to campaign creative, yet few creative assets are pre-tested for their ability to perform in market. The problem is getting worse as advertisers dial up volume and diversity of creative to meet the demands of digital platforms and personalization. Attendees will see a video case study leveraging this breakthrough technology, and then participate in a moderated deep dive "huddle" with:
Max Kalehoff
Vice President, Marketing & Growth
RealEyes
Keynote: De-bias Data & AI to Boost ROI
Did you know that women account for over 80% of high-ticket item purchases in their households like cars (a $9 trillion market by 2030), electronics (over $1.5 trillion by 2026) and financial products ($2.7 trillion by 2022)? Or that African Americans account for $1.4 trillion of consumer spending in the US whilst LatinX consumers spend $1.7 trillion? And what about the $3.6 trillion global buying power of the LGBT communities?
Yet marketers and advertisers are not yet serving consumers accurately because of legacy data and algorithmic biases that's failing to lens consumers coherently. In this session, Twain Liu will provide three simple tips for how to design and workflow data and AI across your organization to de-bias the AI and boost marketing ROI.
Twain Liu
Scientist & heARTIST
Huddle: Predictive Personalization
Predictive personalization, also referred to as machine-learning personalization, is the effort and ability to predict the actions of users, based on their previous behaviors online. Users are identified at a granular level, and a more personalized website experience is created for them. It puts more focus on displaying content and messages to users based on their intent, rather than just on the readily available information about their interests and previous behavior. Attendees will see a video case study leveraging this breakthrough technology, and then participate in a moderated deep dive "huddle" with:
Andy Mauro
Co-Founder & CEO
automat
Music Break with D-Nice
Join us in the lounge as we decompress and enjoy a short music set with DJ D-Nice, the COVID-19 pandemic quarantine music guru. Derrick "D-Nice" Jones is a talented musician and photographer who uses his dual passions to share his love for music, art, and creative culture.
D-Nice
CEO
BrandNice
Huddle: AI-Enabled Analytics
With trillions of points of data being generated every few hours, AI presents a much-needed solution for marketers looking to identify, validate, analyze, and act on data in a fraction of a second. Attendees will see a video case study leveraging this breakthrough technology, and then participate in a moderated deep dive "huddle" with:
Tom Salvat
Founder & CEO
Concured
Keynote: Possibility-Based Marketing
Dr. Joseph Riggio is an expert in cognitive and neuroscience, and an executive trainer and consultant for 30 years. In this session, he will break down "carrot" vs. "stick" motivation, and why "FOMO" (fear of missing out) might be every marketer's favorite buzzword, but is a terrible way to base your long-term strategy. Instead, Dr. Riggio recommends "Possibility-Based Marketing," which leverages joyful emotions and consumer aspirations to influence purchase decisions. Finally, he shares why the "Hero's Journey" – the narrative structure of myths dating back centuries—is the key to driving meaningful, lasting brand loyalty.
Joseph Riggio
Founder and President
ABIT
ANA Futures is proud to have partnered with the following companies that helped make this Summit a reality
About ANA Futures
Knowing that marketers are increasingly challenged in their efforts to keep up with the latest trends and technologies, the Association of National Advertisers (ANA) tasked itself with creating a program designed to help marketers anticipate—and prepare for—the future of marketing.
ANA Futures is what emerged. With a focus on innovative topics and emerging trends, ANA Futures provides resources that will influence and inform via member cases, research studies, and insight from industry innovators. Check back often to learn about emerging trends and become inspired to take steps toward the growth of your business.
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Contact
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Phone: 212.697.5950
Email: marketingfutures@ana.net