Check in frequently as new content is added!

Wednesday, January 21

Thursday, January 22

Friday, January 23

Wednesday, January 21

4:30PM – 6:30PM // DCN Publisher Member Meeting

• Meeting open to all DCN Publisher members.

7:00PM – 10:00PM // Opening Cocktail Party & Dinner

• Beachfront dinner and reception.

Thursday, January 22

8:00AM – 8:45AM // Breakfast for All Attendees

• Breakfast and Networking

9:00AM – 9:15AM // Opening Remarks

• Jason Kint, CEO, DCN

9:15AM – 9:45AM // Data and The New Laws of Attraction

• Christian Rudder, Co-founder, OKCupid; Author of Dataclysm
• Data is hot. And for OkCupid, data is downright sexy. From information about people’s friendships, moods, taste in jokes and interests… to political leaning and even intelligence, data paints a vivid picture of online audiences. But data also offers an unprecedented opportunity to attract users, optimize their experience and deepen relationships. Rudder will explore how OkCupid started courting data to solve the “attractiveness problem” and how its relationship with data matured to provide a picture of humankind.

9:45AM – 10:15AM // The New Currency of the Web: Trading on Time in Digital Advertising

• Jon Slade, Commercial Director, Global Digital Advertising & Insight, the FT
  Tony Haile, CEO, Chartbeat
• This session will examine how time and attention are more than new metrics; they are the true currency of the web. Armed with Chartbeat’s global web research and the Financial Time’s first-of-its kind time-based ad sales strategy, Slade and Haile will lay out the trials and errors, theories and practices and challenges and opportunities they’ve faced in changing the economy of the web from clicks to time.

10:15AM – 10:45AM // The Dick’s Content Game Plan

• Frank Igrec, Brand Director, Dick’s Sporting Goods
• What do you mean all the content marketing buzz is over-hyped? Whether it’s social, digital, or above-the-line communication, strategies haven’t really changed much! Is it as simple as being in the right channel at the right time in front of the right people? If we’re honest, none of that really matters if we’re not saying what they want to hear. In this session, Igrec will describe how Dick’s views content and how it strives for genuine simplicity.

10:45AM – 11:00AM // Break

11:00AM – 11:30AM // Engage, Don’t Contribute! How Enjoyable Advertising Aids Monetization

• Howard Kingston, Co-Founder & CMO, Adludio
• Given the difficulty maintaining engagement rates and revenues in the increasingly fragmented online landscape, what is the future for retaining and monetizing audiences in a way that delivers value to advertisers? Many have hailed gamification as the miracle cure to waning attention spans. Others have insisted that the promise of gamification is dead–and never quite lived up to the hype. In this session Kingston will explore how more enjoyable advertising helps turn attention into revenue.

11:30AM – 12:00PM // Data-driven Editorial Strategy

• Julie Hansen, President and COO, Business Insider
• Business Insider uses data to grow attention through mobile, social, and more. Through real-time dashboards built into its proprietary CMS, Business Insider writers have learned to quantify their work across numerous dimensions, informing decisions ranging from hiring to social distribution. Clients get their own dashboards as well as benchmarks to compare performance. The goal is to grow attention through longer and more frequent sessions, and better advertiser response. Data is the heartbeat of BI’s business and Hansen will explain how it is used to increase and monetize attention.

12:00PM – 1:30PM // Lunch

1:30PM – 2:00PM // Wearables in the Real World

• Noble Ackerson, Co-Founder and CEO, Byte an Atom Research
• Forecasts say there will be a $19 billion wearable market by 2018. Being the most wearable of the wearable heads-up displays on the horizon, Google Glass is generating great interest from many verticals in addition to the consumer market. Similarly, Android Wear and the Apple Watch might become the most popular items on Christmas lists in 2015. Ackerson will explore the philosophy of wearables, as well as the opportunities and challenges that they bring, discussing how the attention economy will be furthered with this new layer of hardware.

2:00PM – 2:30PM // TIME’s Digital Disruption: How a Legacy Media Brand Reinvents Itself

• Edward Felsenthal, Managing Editor, Time.com
• It’s become almost a cliche that “legacy” is a disadvantage in the media business today. But TIME now reaches an audience its founders could have only dreamed of: 21 million in print, 50 million on the Web, 22 million followers in social media. It’s the result of fusing 92 years of history with a wholly new engagement and content strategy that has transformed the brand, which Felsenthal will explore in this session.

2:30PM – 3:00PM // Algorithms and Editors: Harnessing Data to Increase User Engagement

• Liad Agmon, Co-Founder, Director and CEO, Dynamic Yield
• Typically for a news publisher, 10% of visitors generate 90% of pageviews, half of total ad clicks are generated by merely 5% of visitors, and less than a fifth of visitors are engaging with video content. With users’ attention spans decreasing and real estate limitations imposed by mobile browsing, the need to show each individual visitor exactly what she is looking for becomes critical. In this talk, Agmon will review several ways editors can harness algorithms and data-driven decisions for increasing audience engagement and improving audience development processes.

3:00PM – 3:15PM // Break

3:15PM – 4:00PM // Cross-Platform Success: Three Approaches

• David Coletti, Vice President, Digital Media Research & Analytics, ESPN
  ESPN has been innovating in the field of cross-platform measurement for over a decade. ESPN uses time-based metrics to understand behavioral changes in media consumption, identify emerging patterns in device and platform usage, optimize it’s content placement, and accurately forecasts ad performance. Colletti will discuss the complexities and opportunities of cross-platform measurement, and how ESPN uses those insights to build, program, market, distribute, and sell their digital products.
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• Julie DeTraglia, Strategic Digital and Broadcast Marketing Research, NBCUniversal
  Program consumption across all TV genres has migrated over time as more content has become readily available on digital platforms. As options for TV viewing have proliferated, measurement has fragmented. Traditional methodologies haven’t evolved at the speed of behavior, requiring content companies to stitch together disparate metrics and data sources to understand holistic viewing. DeTraglia will explore some of those trends and challenges.
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• Brendan Kitts, Chief Data Scientist, Adap.tv for AOL Platforms
  Television may be the biggest medium out there, but it is a bear for ROI measurement. After wading through GRPs, one might be forgiven for thinking “Abandon hope, all ye who enter here.” However even TV is succumbing to cross-channel measurement. Kitts will discuss a new phenomenon first observed in Super Bowl broadcasts, but that can now be seen everywhere: web activity “attention” bursts that occur 13 seconds after TV airings. He will show how to use this “attention web spike” as a cross-channel conversion tracking signal to optimize your television campaign faster than ever before, and using your own data.

4:00PM – 4:30PM // Social Media: Transitioning from Marketing to Megaphone

• Kendall Aliment Ostrow, Digital Agent, UTA
• Strategists have helped celebrities, startups, brands and media organizations use social media as a marketing tool to promote their traditional business. That’s all changing as social platforms have morphed from marketing vehicles to holistic entertainment platforms, in each case inventing what original programming means for its technology and user base. Social media is increasingly about keeping users inside the ecosystem of the platform. In a world where you can watch long form video on Facebook, produce micro-editorial content on Instagram, and distribute episodic programming through Snapchat, have these services evolved beyond just marketing, and become destinations for original, platform-specific programming? In this session, Ostrow will discuss ways to rethink the traditional editorial model, retain your audience while using social media as a primary distribution channel.

4:30PM – 5:00PM // Designing Media for Millennials

• John Avlon, Editor-in-Chief, The Daily Beast
• The Editor-in-Chief of The Daily Beast will discuss the changing nature of news brands and how to connect with the millennial generation as digital news moves to majority mobile. Millennials now make up nearly half of The Daily Beast’s 18 million monthly unique audience and the site became majority mobile in 2014. The good news: amid dramatic change in form, content and consumption, some qualities remain consistent: the need for independence and integrity without ever being boring.

7:15PM – 10:00PM // Cocktails, Dinner & Entertainment

• Details Coming Soon!

Friday, January 23

8:00AM – 8:45AM // Breakfast for All Attendees

• Breakfast and Networking

9:00AM – 9:10AM // Welcome

9:10AM – 9:40AM // Kraft’s Approach to Agile Marketing

• Julie Fleischer, Director, Media and Consumer Engagement, Kraft
• Fleischer will discuss Kraft Foods’ approach to Agile Marketing: leveraging data, infrastructure, and content to drive precision communications and ROI. Through its marketing reinvention, Kraft has unlocked the key to sustainable competitive advantage in marketing, turning its industry-leading content marketing platform into a powerful engine for consumer understanding, discrete targeting, and personalized messaging. Kraft believes that content-focused, permission-based marketing is the key to creating relationships with consumers and will share how it delivers the right message, at the right time, to the right consumer.

9:40AM – 10:15AM // Disrupting Digital Business: Are You Ready?

• R “Ray” Wang, Author, Disrupting Digital Business: Create an Authentic Experience in the Peer-to-Peer Economy
• We’re standing at the dawn of a digital business revolution, but we barely realize it. As with the beginning of every revolution, those in the midst of it can feel it, sense it, and realize that something big is happening. Yet it’s hard to quantify the shift. The data isn’t clear. From how we interact with each other to how we engage with organizations, the shift is right in front of us. Join R “Ray” Wang as he shares how these trends will impact the future of business and what you can do to disrupt instead of become one of the disrupted.

10:15AM – 10:30AM // Break

10:30AM – 11:00AM // Marketing to Millennials: The Content Connection

• Jamal Henderson, Director of Brand Marketing, Mountain Dew
  Moksha Fitzgibbons, CRO, Complex Media
• Long-term, multi-million-dollar branded content deals between brands and publishers are in their infancy, but Complex Media, a network of content sites with its own ad network targeted at male millennials, is capitalizing on this pivotal trend. Complex has built robust “always on” content platforms for Mountain Dew, Dr. Pepper, Champs, and Bacardi, among others. In this session we will hear from representatives from both sides of the partnership to understand how brands pull in their audience rather than just push out content to it.

11:00AM – 11:30AM // Have Your Cake and Eat It Too: Balancing Function and Content

• Rhonda Crawford, Vice President – eCommerce, Delta Air Lines
• Brands shouldn’t have to choose between function and experience, but how do companies best integrate content without disrupting primary customer needs? First and foremost, Delta’s eCommerce channels have to deliver on core services like booking, check-in, and trip management. However, they should also drive engagement with content that enhances the customer experience. Crawford will discuss how Delta finds that balance can be a differentiator for your brand.

11:30AM – 12:00PM // Audience-Driven Brand Extensions

• Rick Alessandri, Executive Vice President, Enterprise Development, Univision
• Alessandri will look at the ways in which Univision leverages its brand strength with the incredibly fast-growing U.S. Hispanic community to launch new businesses and brand extensions that focus on bringing value to its community. He will share insights on how Univision assesses new opportunities and evaluates partners to extend the brand’s reach in smart, relevant and compelling ways that don’t simply exploit the power of the brand, but instead use brand extensions as a way to continuously build value for the audience.

12:00PM // Conference Closes