This event has already happened

Orlando Summit – April 14-16, 2013

Ritz-Carlton Orlando, Grande Lakes


Michael Hayes, President Digital Media, Initiative Michael Hayes President Digital Communications, Worldwide Initiative Michael Hayes serves as President, Digital Communications for Initiative one of the Interpublic Group’s (NYSE: IPG) two worldwide media networks and part of the company’s IPG Mediabrands unit. He is responsible for worldwide strategy and operational oversight of the agency’s digital…(more)



A Different Kind of Event.
Bringing TV & Digital Together

The Orlando Summit will bring together 250 senior executives across brands and agencies; TV and digital; broadcast networks and service providers in a meaningful way to advance the business of the video advertising.  As an industry we are at a crossroads; never have there been greater opportunities for brands to engage with consumers nor as fractured a media marketplace.

Marketers are asking fundamental questions: What is engagement worth? How will consumers be watching? What will they be watching? Where will they be watching? How do I measure my efforts? If brands are media companies what do they program? Do brands want to associate their messages with great content or great customers? How do I tell my story? What is a commercial? Topics we’ll address:

  • Metrics and the relative value of media
  • Addressable TV
  • Time shifted viewing
  • Reach vs Targeting
  • Friction in media buying
  • The future of TV
  • Storytelling
  • The impact of Hulu/Netflix/HBO GO/iDevices
  • Creating relationships through video
  • The blurring of TV and digital

“This topic is pretty interesting! Current shows don’t typically have Digital and Traditional people debating these issues at one event, but it’s the kind of discussion the industry needs to have. This conversation isn’t happening publicly.”

Kris Magel, EVP, Director National Broadcast, Initiative

Past Brand Attendees Include:

Past Agency Attendees Include:


    Sunday, Apr 14

  • 11:00 am - 6:30 pm

    Arrival Shuttles

    Complimentary shuttles will depart the airport every 30 minutes for the Ritz-Carlton Grande Lakes.

    Sponsored by:

    Extreme Reach

  • 3:00 pm - 8:00 pm


  • 7:00 pm - 9:30 pm

    Opening Reception

  • Monday, Apr 15

  • 8:00 am - 9:00 am

    Sponsor Presentation & Breakfast (Brand and Agency Attendees Only)

    Closed door presentations from major broadcast networks, online publishers and digital service providers exclusive to brand and agency attendees.  Hear case studies, exclusive research, early industry announcements and a look into the latest multi-screen approaches by today’s leading media companies.

  • 8:00 am - 9:00 am

    Seller Breakfast

  • 9:00 am - 9:30 am

    Networking Break

  • 9:30 am - 9:45 am

    Opening Session

  • 9:45 am - 10:30 am

    Fireside Chat: ESPN: A TV Network Leading Marketers By Example

    Our host sits down for a candid conversation with ESPN’s editorial head of digital and print to find out why this television network doesn’t see their content as being shackled to any one platform. Cable, mobile, and the web, this media company embraces it all.

  • 10:30 am - 11:00 am

    Content, Platforms and the Future of Consumption

    With video consumption exploding across a multitude of platforms our very relationship with media is changing. Marketers need to be thinking about content and the context in which it is consumed. Join Dr. Jeffrey Cole and an industry futurist to explore how consumers are and will be interacting in the not so distant future.

  • 11:00 am - 11:15 am

    Networking Break

  • 11:15 am - 12:15 pm

    Town Hall: Is a Common Metric Even Possible?

    In this interactive session representatives from digital, TV, measurement, brand, and agency will address the cry for a common metric. Whether your efforts are paid or earned, success comes down to comparing and measuring results. If a common metric is possible, this is the group to decide.

  • 12:15 pm - 12:30 pm

    Welcome, Intruder: The Art and Science of Connecting to Consumers

    What’s the future of broadcast storytelling? How about online pre-roll? Is a hashtag effective? Why are the wrong metrics being prioritized? Is there a formula to viral success? Should we stop using the word viral all together? 22squared’s EVP, Chief Creative Director John Stapleton and SVP, Director of Earned and Emerging Media Chris Tuff will address these topics and provide 10 techniques to improve your content and help you craft a less invasive path to your target consumers.

  • 12:30 pm - 1:30 pm


    Sponsored by:
    A & E Networks

  • 1:30 pm - 6:00 pm

    Show and Tell

    An afternoon packed with sponsored options including going hands on with the latest technologies, workshops building off the morning’s content, and networking opportunities all brought to you by leading video companies.

    Sponsored by:
    Firefly VIdeo

  • 6:00 pm - 7:30 pm

    Cocktail Reception

    Sponsored by:

  • 7:30 pm - 9:30 pm


  • Tuesday, Apr 16

  • 8:00 am - 9:00 am

    Sponsor Presentation & Breakfast (Brand and Agency Attendees Only)

    Closed door presentations from major broadcast networks, online publishers and digital service providers exclusive to brand and agency attendees.  Hear case studies, exclusive research, early industry announcements and a look into the latest multi-screen approaches by today’s leading media companies.

  • 8:00 am - 9:00 am

    Seller Breakfast

  • 9:00 am - 9:15 am

    Networking Break

  • 9:15 am - 9:25 am

    Opening Session

  • 9:25 am - 10:00 am

    Fireside Chat: How Univision is Embracing Video Everywhere

    An inside look at how one of the top networks is reaching the hispanic market with a platform agnostic approach.

  • 10:00 am - 10:45 am

    Start-up Showcase: Blurring the lines between TV and Digital

    Leading a tour through a series of rapid fire TV and digital startup presentations, Brian Monahan, Managing Partner at MAGNAGLOBAL Intelligence, will challenge your notions of how brands can engage in video providing context as well as inspiration.

  • 10:45 am - 11:00 am

    Networking Break

  • 11:00 am - 12:00 pm

    Town Hall: New Fronts, Up Fronts: How Media is Bought and Sold Today

    Want to know how media is currently bought and sold across both TV and Digital?  We’re hearing brands wanting to understand why the New Fronts are important and real answers on how to value digital.  Agencies are looking for fluidity across TV and Digital.  Sellers are looking for their online media to be valued at TV levels. Have ideas on how media should ideally be bought and sold?  This guided discussion will call on the expertise of the group to address these topics.

  • 12:00 pm - 1:00 pm


  • 1:00 pm - 1:30 pm

    Best Practice: Using Data to Improve Video Creative

    The great promise of digital video is the ability to target audiences with exceptional granularity.  There have been very real achievements on this front, however, a key problem remains effectively unsolved – what is the best content to present to those targets.  Pulling from its database of more than 25,000 television and web ads, Ace Metrix will talk about the elements of video advertising that are resonating on television, on the web and what ads are succeeding in both venues.  Ace Metrix will discuss trends in longer form online storytelling as well as the move toward applying more traditional :15 second spots in an “impressions” driven approach. The ultimate goal will be to spark a conversation around the development of a more sophisticated model by which to optimize reach, target and content across both platforms.

  • 1:30 pm - 2:15 pm

    Town Hall: The Promise of Video Targeting

    Marketers discuss a promise that often seems to fall short; such as addressability, engagement, and interactive TV. Does the market really care?  Ultimately, do buyers and brands even have the creative and capacity to manage the process of pushing the 1:many model to a 1:few?

  • 2:15 pm - 2:30 pm

    Networking Break

  • 2:30 pm - 2:45 pm

    Meeting Today's Video Demand Needs with Creative Solutions

    Brand Marketers and Ad Agencies are increasingly wrestling with the growing need for video content, not only for advertising purposes but also for delivering relevant, interesting content to their customers.  The cost of creating that video content is an incredible challenge in our budget crunched world, yet the need continues to grow.  Join Neil Perry, a 30+ year veteran of the marketing world (McDonald,s as he leads a discussion with three marketers on how they are dealing with the increased demand; how they are using videos to dialogue with their customers in new and innovative ways, and what kind of results are they having as they explore these new types of video implementation.

  • 2:45 pm - 3:00 pm

    Branded TV Content: Engaging Between Commercial Breaks

    We are living in a golden age of video content. The idea of Branded Entertainment is often thrown around but this space is scary for marketers to jump into. What are my options as a marketer? How do I get my product(s) featured in story lines? Who do I work with at the network, production company, and even within my own agency? Most importantly, how do I keep my brand safe and on message when I dont control the narrative?

    Find out how brands are leveraging branded opportunities and finding success across TV and digital programming.

  • 3:00 pm - 3:45 pm

    Fireside Chat: How Social is Changing Content Distribution & Production

    Our host sits down with the co-founder of, Vimeo, Busted Tees, and television content creation company Notional (Chopped on the Food Network) to find out how Social is effecting the DNA of content both online and on TV.

Ritz-Carlton Orlando, Grande Lakes

4012 Central Florida Pkwy Orlando, FL 32837

Discover The Ritz-Carlton, Orlando, Grande Lakes and experience all this vibrant, fun-filled city has to offer. With exceptional amenities and impeccable service, the Orlando luxury hotel offers guests a stylish place to enjoy the quintessential all-American city.