Ad Age Digital Conference Explores Viewability, Data and Story 'Making'

Actress Rosario Dawson Keys On Connecting Celebrities and Brands

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What are the hot-button issues in the post-digital landscape? We let you tell us. We surveyed nearly 500 Ad Age members and will debut the findings at the Ad Age Digital conference kickoff Tuesday morning, April 14th.

Rosario Dawson
Rosario Dawson

Just announced: Actress Rosario Dawson will join WhoSay CEO Steve Ellis to talk about the new dynamics connecting celebrities and brands. Unlike ever before, TV, movie, sports and music stars can share an inside look at their lives, work and passions without the "middle man" of the paparazzi or celebrity magazines. This provides millions of superfans with an intimate, personalized connection with many of the biggest celebrity names. Celebrities have become the new creative directors and brands now have a unique opportunity to be their co-stars, reaching fans through authentic stories rather than traditional celebrity endorsements.

Other hot topics featured at the Digital conference include viewability—is 100% too high a bar to set? Hear from the leaders who set that goal. Attention metrics—if this is the future of media buying, what are the emerging best practices? The program will explore disconnects between user experience and mapping the customer journey, and how to avoid them; what works, what doesn't with content marketing; the expanding role of the CMO; and, in an exclusive session crafted by eMarketer, we'll hear the latest findings about the gap between mobile demand and ad spending. Are marketers missing out?

We'll also turn conventional wisdom on its head with some provocative topics. While marketers continue to chase bigger, more ferocious data, it's not all good, says Kraft's power team Bob Rupczynski and Julie Fleischer. At our Data conference last fall, Ms. Fleischer stated that 90% of data is really "crap." They will explain why, and offer strategies to improve upon that statistic. The program will also take a contrarian position on storytelling, the de facto Holy Grail for marketers. Several sessions will focus on how marketers need to rethink the story and how they tell it and instead, become "story makers." Learn the distinction between storytelling and story making and why it's important.

We're taking a good look at where we are today, and where we'll be tomorrow at the Digital conference. Join more than 700 of your peers and mentors as we explore where we're headed.

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