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Media Insights & Engagement Conference
February 3-5, 2025
The Scott Resort & SpaScottsdale, AZ
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Key Sessions
Melissa M. Proctor
Opening Keynote: Brand & Fan Engagement Strategy: How to Build an Irresistible Winner
NBA's Atlanta Hawks & State Farm Arena
Flora Kelly
The Evolving Sports Fan and How the ESPN Brand Serves Them
ESPN
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Day 1 - ET (Eastern Time, GMT-05:00)

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Day 1 - ET (Eastern Time, GMT-05:00)

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7:45am - 8:30am
Coffee + Networking
Showing 1 of 1 Streams
8:30am - 8:45am
Event Introduction and Welcome from Your 2024 Co-chairs
  • James Petretti - Senior Vice President, North America Distribution Research, Sony Pictures Entertainment
  • Natasha Hritzuk - Vice President of Global Consumer Insights, Warner Bros. Discovery
  • Ted Schilowitz - Futurist, Paramount Global
8:45am - 9:10am
Opening Keynote: Brand & Fan Engagement Strategy: How to Build an Irresistible Winner

In this talk, award-winning brand marketer Melissa Proctor shares her experiences in building world-class brands in both entertainment and sports. Helping audiences understand the key elements of brand building, the foundation for connecting with fans, and the relevance and importance of the F word…FOCUS.

Through sharing real-life examples and tactics for success, Melissa offers a unique framework for marketers and media insights execs to view brand and fan engagement strategy through a new lens. As the Executive Vice President & Chief Marketing Officer of the NBA's Atlanta Hawks & State Farm Arena, Melissa will discuss:

  • How she keeps fans coming back for more when the stakes are higher than ever in the fight for attention
  • How she has reimagined the fan experience, both on and off court, to keep things fresh and new
  • How she is leveraging old and new media to engage fans today
  • The importance of data, understanding your audience, and helping to make an iconic brand grow and thrive for the next generation.

Whether you’re building a brand from scratch or thinking of ways to elevate your current one, this talk is sure to educate and inspire as Melissa shares the steps to building a WINNING and authentic brand.

  • Melissa M. Proctor - Executive Vice President & Chief Marketing Officer; Bestselling Author, NBA's Atlanta Hawks & State Farm Arena
9:10am - 9:30am
Moderated Q&A
  • Melissa M. Proctor - Executive Vice President & Chief Marketing Officer; Bestselling Author, NBA's Atlanta Hawks & State Farm Arena
  • Nicole Perrin - SVP Business Intelligence, Advertiser Perceptions
9:30am - 10:00am
The Evolving Sports Fan and How the ESPN Brand Serves Them

This keynote will cover how sports fandom is growing, as well as evolving, and how increased sports linear consumption and digital are happening at the same time. Flora will also drill down on things like ESPN Bet, Social and ESPN+ and how they are serving growth seen across ESPN's linear sports and news shows.

  • Flora Kelly - Vice President, Brand Strategy and Content Research, ESPN
  • Brendon Martin - Research Specialist, ESPN
10:00am - 10:30am
One-on-one Networking & Mentorship Meetup at the ConnectionHub
Showing 3 of 3 Streams
10:30am - 10:40am
Track Chair Welcome
  • Aaron Paquette - Founder & Chief Strategist, AccelerateSG
10:40am - 11:20am
A Crystal Ball into the Future of Streaming
  • Mike Bloxham - Executive Vice President, Global Media & Entertainment, Magid
  • Lisa Heimann - EVP, NBCU Analytics, Insights & Measurement, NBCUniversal
  • Brian West - SVP, Data & Measurement Strategy -- NBCU TV & Streaming, NBCUniversal
11:25am - 12:05pm
Panel: The Recipe for a Cookieless Future
  • Carmela Fournier - Vice President and General Manager, Data, Comcast Advertising
  • EJ Howard - Senior Vice President, Managing Director, GroupM Nexus
  • Anthony Iaffaldano - Vice President of B2B Marketing & Insights, Fandom
  • Dominick Vangeli - SVP & General Manager, Ad Sales Advanced Advertising & Partnerships, NBCUniversal
12:10pm - 12:50pm
Future-Facing Media Trends: 2024 and Beyond
  • Maria Rua Aguete - Senior Research Director, Media and Entertainment, Omdia
10:30am - 10:40am
Track Chair Welcome
  • Chelsie Hall - CEO and Co-Founder, ViralMoment
10:40am - 11:20am
Zeroing in on Gen Z - Understanding Content Choices Through Their Hearts & Minds (40)
  • Vera Chien - Executive Director, Warner Bros. Discovery
11:25am - 12:05pm
Marketer's Playbook for Augmented Reality - Using New Technology to Drive Brand Growth
  • Aarti Bhaskaran - Global Head of Ad Research & Insights, Snap Inc.
12:10pm - 12:50pm
Unlocking New Monetization Opportunities Using AI/ML Driven Contextual Insights and Advertisement
  • Faisal Ishtiaq - Executive Director Machine Leaning, Comcast
10:30am - 10:40am
Track Chair Welcome
  • Martyn Hill - Business Development Director, Firefish
10:40am - 11:20am
Data Synergy: Elevating Media Research with First-Party Behavioral Insights
  • Tamar Rimmon - Vice President, Research and Analytics, Fandom
11:25am - 12:05pm
Content + Distribution: The Surprising Symbiosis Between Two Old Friends
  • Mark Snow - SVP and General Manager, Consumer Marketing and Insights, CTAM
12:10pm - 12:50pm
Panel: The Optimal Content Offering – Is There Such a Thing!?
  • Jenn Whaley - Chief Commercial Officer, OvationMR
  • Federico Garza - Senior Vice President, Strategy and Insights, NBCUniversal Telemundo Enterprises
  • Sean Fassett - SVP of Research and Media Insights, Nexstar National Networks
  • Valerio Motti - Senior Executive, FAST and Streaming
12:50pm - 1:45pm
Networking Lunch & Mentorship Meetup on the Event Lawn
Showing 3 of 3 Streams
1:45pm - 2:50pm
TikTok Takover - Triple Session
  • Vita Molis - Head of Research & Insights, North America & Global Functions, TikTok
  • Rachael Ryan - Research & Insights Manager, North America & Global Functions, TikTok
  • Jaclyn Williams - Research & Insights Manager, North America & Global Functions, TikTok
  • Alexis Harris - Global Research & Insights Partner, Marketing Science, TikTok
1:45pm - 2:05pm
How Nick is Leveraging AI to Understand the Voice of the Viewer to Inspire Cultural & Content Change
  • Dr. Colleen Russo Johnson - VP of Digital and Cultural Consumer Insights, Nickelodeon
  • Aneesh Dhawan - CEO & Founder, Knit
2:10pm - 2:50pm
Leveraging AI to Power Subscriber Acquisition
  • Beau Decker - Senior Director, Audience Development, Endeavor Streaming
  • Jordan Brown - Director, Content Marketing, UFC
1:45pm - 2:05pm
ME TIME
2:10pm - 2:50pm
Co-Create Solutions: Overcoming Near-Future Media Challenges
  • Martyn Hill - Business Development Director, Firefish
Showing 3 of 3 Streams
2:55pm - 3:35pm
Inside Gaming 2023: Gaming Across Generations
  • Anthony Iaffaldano - Vice President of B2B Marketing & Insights, Fandom
2:55pm - 3:35pm
Panel: Your AI Toolkit 101
  • Andy Davidson - Chief Data Officer, Bright Mountain Media
  • Chris Whitely - Senior Director, Product Management (Data Science), Comcast
  • Tamar Rimmon - Vice President, Research and Analytics, Fandom
  • Aarti Bhaskaran - Global Head of Ad Research & Insights, Snap Inc.
2:55pm - 3:35pm
Track Closed
3:35pm - 4:00pm
Afternoon Networking Break
Showing 1 of 1 Streams
4:00pm - 4:40pm
General Session: Content Decision Journey: Making Content Discovery Seamless and Consumer Centric

Is the consumer path to discovering and viewing content across different platforms truly seamless? This work identifies the most organic paths to driving content viewing across theatrical, D2C and linear, highlighting the touchpoints that influence what, where and how consumers watch.

  • Natasha Hritzuk - Vice President of Global Consumer Insights, Warner Bros. Discovery
4:50pm - 5:20pm
Lightning Talks

Hear presenters show off their speed-speaking skills during this new event feature!

  1. RealityMine Connect: Real-Time, Cross-Platform Streaming Audience Measurement – Any Device, Anytime, Anywhere with Luke Biggins, SVP, Client Development, RealityMine
  2. Media Priorities in 2024: Balancing Data Privacy and Performance with Nicole Perrin, SVP Business Intelligence, Advertiser Perceptions
  3. Are Sports Television’s MVP? with Jon Giegengack, Principal, Hub Entertainment Research
  4. Measuring Cultural Authenticity in Content with Jill Rosengard Hill, Executive Vice President, Magid
  • Seth Adler - Head of Digital, All Things Insights
  • Luke Biggins - SVP, Client Development, RealityMine
  • Nicole Perrin - SVP Business Intelligence, Advertiser Perceptions
  • Jon Giegengack - Principal, Hub Entertainment Research
  • Jill Rosengard Hill - Executive Vice President, Magid
5:20pm - 6:15pm
Opening Reception
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