Advertising Week 2012

You're invited to join Google at the following events during Advertising Week in New York from October 1st - 5th, 2012.

Google will be presenting at and participating in more than 20 sessions throughout the week at:

Advertising Week

IAB Mixx

OMMA Global — presentations at OMMA Display and OMMA Video

SMX East

The Social Media Measurement Conference

and more!

See what's happening by day:

Monday, October 1st

Tuesday, October 2nd

Wednesday, October 3rd

Thursday, October 4th

To reach this page again from your desktop, mobile or tablet visit: g.co/advertisingweek12.

Not in New York? All of our sessions will be posted here as soon as they are available: Advertising Week stream.

Have feedback on this page or any of our sessions? Let us know!

Ongoing

Throughout the week you're invited to Join Google+ in the lobby of the Liberty Theater for The Ping-Pong Hangout.
Time: 8am - 6 pm on Monday, Tuesday and Thursday and 8:30 am to 6:30 pm on Wednesday
Location: Liberty Theater, 234 West 42nd St
Yes, you read that right. It wouldn't be a Google event series without some fun. Check out a sneak preview of the world's first Ping-Pong Hangout Tournament, brought to you by Google+.

And be sure to bookmark our new Creative Sandbox Gallery -- a collection of awesome campaigns that push the boundaries of creativity and technology. Vote for your favorites!

Monday, October 1st

Advertising Week: The Mobile Playbook

Speaker: Tim Reis, Head of Mobile & Social Solutions, Americas

Time: 10:00am - 10:45am

Location: Liberty Theater, 234 West 42nd St

Advertisers are no longer asking "Why should I invest in mobile?" but instead they are asking "How should I invest in mobile?" Incorporating mobile into an organization's operations and marketing can be confusing. This workshop walks through the 5 questions every business should ask in order to win with mobile and share the right plays for a winning mobile strategy. We'll also showcase new updates to Google's executive guide to winning in mobile, The Mobile Playbook. Learn more.

Advertising Week: The New Mobile Moments that Matter

Speakers:

Jesse Haines, Group Product Marketing Manager, Google Mobile Advertising

Abigail Posner, Head of Strategic Planning, Google Agency Team

Time: 10:45am - 11:30am

Location: Liberty Theater, 234 West 42nd St

We know a lot about WHAT people are doing in the mobile space: when they use their phones, what activities they do with their phones, how many times a day they use their phones, etc. But what is missing in the marketplace is a deep understanding of the WHY the mobile space is so powerful. That is, what is the emotional relationship people truly have with the mobile space and how they make meaning there? To answer this, we conducted an anthropological study to gain a better understanding of how people feel about, relate to and find meaning in the mobile space. And ultimately we learned how brands can engage their consumers in more emotionally resonant and impactful ways. Learn more.

Advertising Week: Making Mobile Decisions

Speakers: Justin Cutroni, Developer Advocate, Google Analytics

Time: 11:30am - 12:00am

Location: Liberty Theater, 234 West 42nd St

Mobile apps are changing the consumer world and app developers, brands and marketers continue to invest heavily in the development of applications. In this session, Google will share more about the future of mobile marketing measurement, mobile app reporting best practices including specifics on how apps are found on Google Play. Learn more.

Advertising Week: Under the Influence Summit

(Panel Participation)

Panelist: Eva Hung, Group Product Marketing Manager, Social Ads

Time: 3:30pm to 5:30pm

Location: Liberty Theater, 234 West 42nd St

Influence is an integral part of all media. This panel will lift the conversation out of just social, define it, and get down to how are we spend money against it, focusing on: strategic approaches to driving and planning for business value in communities at scale, communities are fast evolving into measurable, ROI-driven marketing channels for advertisers and marketers, the spend will continue to grow as long as the community platforms continue to improve both the communication and the delivery of Value. Learn more.

Advertising Week: Google Keynote Presentation

The New Moments that Matter: Who's your brand's Chief Curation Officer?

Speaker: Jim Lecinski, Vice President, Sales

Time: 4:00pm - 5:00pm

Location: Times Center, 242 West 41st Street

As digital media continues to democratize participation across industries, consumers are increasingly more empowered. The biggest winners in this ever shifting paradigm will empower their advocates and curate their brand content across the web to connect with their customers in the most compelling and fulfilling ways. We'll share success stories and some guiding principles for evolving from brand management to brand curation. Learn more.

OMMA Video: Paid, Owned, Earned Panel

(Panel Participation)

Panelist: Tara Levy, Managing Director, Ads Marketing, Google & YouTube

Time: 5:00pm to 5:30pm

Location: Marriott Marquis, 7th Floor, Times Square, NYC

By now, most marketers understand that before your ad can start making the viral rounds on Facebook and via email, you should start with a social video platform to help give your campaign a jumpstart. But once you have done this, what is the best way to deploy your owned and earned media assets to support your paid efforts? How do you merge paid, earned and owned media into a cohesive distribution strategy? What social platforms should you be leveraging beyond Facebook, and what kind of costs are you looking at for all of this? Learn more.

Learn more.

Tuesday, October 2nd

Advertising Week: Google/Ad Council Non-Profit Panel

Turning Stories that Inspire into Moments that Matter

Moderator: Tara Levy, Managing Director, Ads Marketing, Google & YouTube

Panel:

Rob Feakins, Chief Creative Officer/President, PublicisKaplanThaler
Andy Goodman, Nationally recognized author and speaker - Storytelling as Best Practice
David Lubars, Chairman/Chief Creative Officer/BBDO
Brian Pines, Executive Producer/It Gets Better Project
Katie Dellamaggiorre, Director/Producer/BrooklynCastle

Time:9:00am - 10:00am

Location: NASDAQ Marketsite, 4 Times Square

Storytelling is a powerful tactic to engage audiences whether you're a nonprofit, agency, media property or corporation. It works well when you find truly unique moments that can move your audience, and combine them with the tools that can truly bring your message to life. Join the Ad Council and Google for a thought-provoking and creative look at the best of digital storytelling and how organizations or agencies of all types can produce unforgettable and motivating ways to inspire engagement and action. Learn more.

OMMA Display: Winning Brand Moments that Matter with Display

Speaker:James Beser, Senior Product Manager for Brand Display

Time:10:30am

Location: Marriott Marquis, 7th Floor, Times Square, NYC

Vast media and technological innovations are creating new and exciting ways for brands to better find and engage their consumers across all screens. James Beser, Google�s senior product manager for brand display, will share the latest insights on consumer behavior across the web, and showcase new Google solutions designed to help advertisers win the brand moments that matter. Learn more.

Social Media Measurement Conference: Master Class in Google Analytics

Speaker: Justin Cutroni, Developer Advocate, Google Analytics

Time:11:00am - 11:45am

Location: Grand Hyatt, 109 East 42nd Street

An integral part of any smart PR pro's digital measurement arsenal, Google Analytics is an effective -- and free -- tool that is constantly evolving. In this session you'll learn how to measure specific campaigns, integrate AdWords with analytics and create integrated, custom dashboards to monitor your results. Learn more.

OMMA Video: YouTube

The New Moments that Matter: Creating YouTube Content For Today's Viewer

Speaker: Suzie Reider, Head of Industry Development, YouTube

Time:11:30pm - 12:15pm

Location: Marriott Marquis, 1535 Broadway

YouTube has democratized video production and, in that process, enabled thousands of diverse, talented creators to become successful content producers. Meanwhile, traditional video producers and brands have increasingly taken notice and increased development of original programming for the platform. How has this explosion of content changed the definition of premium? How does premium correlate with popular? Who's winning with the hard-to-reach audiences from Men to Millennials? Learn more.

Advertising Week: YouTube Seminar

The New Moments that Matter: YouTube's Vision for Video Advertising

Speaker: Tara Levy, Global Marketing Director, Ads, Google & YouTube

Panelists:

Jack Sullivan, CEO of Broadway Video
Brian Robbins, Founder of Varsity Pictures
Eddy Moretti, CCO of Vice
John McCarus, SVP of Content at Digitas

Time: 1:00pm - 2:00pm

Location: Liberty Theater, 234 West 42nd St

Increasingly, brands talk about the importance of putting the consumer at the center of their marketing - and there is still no format consumers love more than video. But now marketers want to help consumers engage with video content when and where they want to and rely upon them to share in much more organic ways across their networks. What does that mean for how to think about brand building in new ways? How do you connect your ideas with the people who will love them most? How do you maximize the full power of video in a multi-screen world? How do you find hard-to-reach audiences from Men to Millennials? We'll show you how to take a fresh look at how to build your brand and connect with the audiences you need to win the moments that matter. Learn more.

IAB Mixx: Google Keynote

The Irresistible Force of Technology Meets the Immovable Object of Brand: Big Bang or Non-Start?

Speaker: Neal Mohan, Vice President, Product Management, Display

Time: 3:15pm - 3:45pm

Location: Crowne Plaza, 1605 Broadway, Times Square, New York City

When it first emerged, programmatic buying promised to transform how digital media was bought and sold. Its ability to deliver precise connections, scale, and efficiency attracted performance marketers, but the value to brand campaigns was less clear. Brands are starting to embrace the programmatic trend, leaving the industry to confront key questions: With some publishers equating programmatic as the death of premium inventory, what is really happening? Can the whole industry benefit from this transformation? Learn more.

Advertising Week Extended: Creative Storytelling with Data

Panelist: Seth Barron, Advertising Program Manager, The Zoo, Google

Time:Presentation: 4:00pm - 5:00pm, Cocktails: 5:00pm - 6:00pm

Location: Hearst Tower, 3rd Floor Theater

One of the greatest misconceptions in modern marketing is that agencies can work in big data or big creative but not both. This session will explore how marketers can both leverage data and deliver memorable creative to tell more engaging and effective brand stories. Register here.

Wednesday, October 3rd

SMX East: Getting Ahead With Google+

Panelist: Kari Clark, Product Marketing Manager, Google+

Time: 10:45am - Noon

Location: Jacob K. Javits Convention Center, 655 West 34th Street

Google+ is a social aspect to Google, allowing people to share photos, places they've been, videos, links and status updates. Google CEO Larry Page has publicly stated that Google+ is the "new DNA" for all aspects of Google, so as a marketer, you ignore it at your peril. This session examines the core mechanics of Google+ and how marketers should best interact with all of its moving parts. Learn more.

SMX East: Learn with Google Sessions

Time:

Location:

Evolving Paid Search

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In our opening Learn with Google session, we will be sharing Google's perspective on the direction of paid search, and what search marketers will need to be doing in the coming years to stay on the cutting edge and capture the greatest share of opportunity.

Richer Tools For Targeting: Search And Display

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As a search advertiser, you are already well equipped with tools and reports to find the right audience in your search campaigns, and convert them to customers. What if you could get the same results with customers coming to your website? You could re-engage with past site visitors and expand your reach to users that have similar behaviors and interests! In this session, you'll learn how remarketing can help you extend beyond your normal search, and help you refine your messaging plus boost relevance for customers and potential customers - wherever they are browsing - and see even higher returns.

DoubleClick Search: The Power Of Platform For The Next Step In Search Marketing Management

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With the growing complexity of search marketing, many agencies and marketers are turning to powerful campaign management platforms for increased levels of workflow efficiencies, campaign management capabilities and holistic reporting across all their digital marketing. Google has been investing heavily in all these areas since last year's relaunch of DoubleClick Search. In this session, you'll learn how DoubleClick Search applies Google-backed tools and technology to help marketers and agencies running some of the world's largest search campaigns do more in less time with workflow tools that streamline complex and scaled account management tasks, see better performance through smart bid optimization technology built from the ground up, and manage search as part of broader digital marketing efforts, thanks to native DoubleClick platform integration. Larger advertisers and agencies looking for a cross-engine and cross-channel solution will particularly benefit from this session.

Winning The Moments That Matter With Local, Social And Mobile Strategies

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Look around you, and it's easy to see that users' online behavior and intentions have fundamentally changed. With smartphones now comprising 2/3 of new phone purchases and tablets exploding, more people are using mobile devices to search and consume content -- oftentimes for local information -- and act based on what they find. Users are also relying on social resources to make decisions about everything from where to eat to what to buy. It's therefore more important than ever for performance marketing plans to include mobile strategies, with relevant information to reach users based on their location and intent, and a way to surface personal recommendations precisely when consumers need them. In this session, we'll cover how you can reach users in the moments that matter with effective social, mobile and local solutions from Google AdWords.

Thursday, October 4th

Advertising Week: Google/GlobalHue Panel

Arrival of English-language dominant Hispanics - The Storm before the Calm

Moderator:Maria Lopez-Knowles, President, GlobalHue Latino

Panelists:

Manny Miravete, US Hispanic Industry Manager, Google
Lucia Ballas-Traynor, Co-founder and EVP, MamasLatinas (Cafe Mom)
Jeff Valdez, President, Max360 Entertainment
David Burgos, Vice President, Millward Brown, co-author of "Marketing to the New Majority"

Time: 10:00am - 10:50

Location: Liberty Theater, 234 West 42nd St.

Session will discuss the emergence of acculturated Hispanics and how their growing presence and voices are causing disruption to traditional marketing, media and creative practices. The lines are blurred as this group is American AND Hispanic. This new consumer unlocks the key to the Hispanic market, but their influence goes beyond the segment. Learn how companies are redefining how to target these consumers, why getting it right matters (and makes a difference), and best practices. Learn more.

Advertising Week: Small Business Saturday: Brand Advocacy for Small Businesses

Moderator: Kristina Hahn, Head of Media Solutions, Google

Time: 1:00pm - 2:00pm

Location: Liberty Theater, 234 West 42nd St.

More than 100 million shoppers and more than 195,000 tweets in support made Small Business Saturday the most successful brand advocacy program ever for small business. From a national holiday to an extended program to Shop Small, American Express has empowered small business with the tools to connect digitally with its local customers to revitalize Main Street. Come hear American Express, Digitas, and Google talk to the importance of Small Business Saturday, what made it so successful; and, how brands, through the halo of SBS, can join the movement and help small business in their constituencies. Learn more.

Advertising Week 2012

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