By Jay Baage
The entertainment marketing industry event, [a]list summit, is returning for its ninth iteration on July 31 and will be held at the brand new The Line Hotel in Los Angeles’ latest foodie-hotspot, Koreatown. The focus this year is the science, art, and business of influencer marketing, featuring a keynote from YouTube’s head of brand strategy, Eric Solomon, an array of top YouTube influencers, and more than 25 of the best and brightest minds in the influencer marketing sphere.
The influencers include Olga Kay, Meghan Camarena (strawburry17), Clinton Jones (pwnisher), Phil Ranta (VP, Talent, Fullscreen), Zach King (finalcutking), and Ryan Wyatt (VP, Programming, Major League Gaming).
Other knowledgeable speakers include:
- Brendan Gahan (YouTube expert)
- Paul Kontonis (SVP of strategy and sales, CDS)
- Christine Ngo (digital engagement marketing, Mountain Dew/PepsiCo)
- Zach Smith (SVP of branded content, Defy Media)
- Jim Louderback (GM, Discovery Digital Networks)
- Andrew Barrett (director of marketing, Jukin Media)
- Jonah Minton (SVP of sales & brand Strategy, Fullscreen)
- Justin Rezvani (founder and CEO, TheAmplify)
- Angie Barrick (head of industry, Media and Entertainment, Google/YouTube)
- Shira Lazar (co-founder and host, “What’s Trending”)
- Nathan Brown (GM of video, Complex Media)
- Allison Stern (founder & GM, media solutions, Tubular)
- Matt Gielen (director of audience development, Frederator)
- Will Keenan (president, Endemol Beyond USA)
- Scott Carlis (VP of digital and social media, AEG Global Partnerships)
- Margaret Laney (CEO, Blurr, and former CMO, AwesomenessTV)
- Jocelyn Johnson (founder, VideoInk)
[a]list summit was once an invite-only event with a roster that was a who’s who of the gaming and entertainment industry. [a]list summit has now partnered with VideoInk, VentureBeat, and video platform Tubular, and has opened registration to interested brand marketers, media buyers, top social media influencers, and more.
The event is covering the subject of leveraging online influence for brands in full force with two tracks — split between a main session and more intimate breakout sessions. Panels range from how to translate brand stories into potent content, activating this with the help of influencers and a brand channel network, and how to measure the success of these campaigns.
Attendees will have the chance to mingle with major online influencers as the event will be punctuated with networking breaks and food by celebrity chef Roy Choi, from his highly anticipated Pot restaurant.
We’ve had an overwhelming response to this event with over 230 brand marketers signed up to date. It’s a testament to the importance of the new influencer marketing ecosystem in terms of creating value for and engagement with any audience across social platforms.
The summit comes at a time when digital is driving gains in global ad spending, set to double this year. As digital accounts for over 25% of global media advertising, marketers are seeking ways to drive brand awareness in the digital sphere, and an effective way of doing that is by making people with a high degree of online influence an integral part of a campaign.
Leveraging big YouTubers is a key part of this. Adroit Digital recently released a survey of more than 2,000 Americans over the age of 18 and found that 68% of respondents are getting their content fix from YouTube versus 51% that said they watch traditional TV.
YouTube’s new CEO, Susan Wojcicki, in speaking to AdAge in April, said: “Think of the last TV show you watched — it was probably marketed to you in some way. If you look at our top creators, they have a lot of subscribers; it’s all categories like entertainment, health and beauty, food, cooking, and yet I think a lot of times advertisers and users don’t know about these channels.”
Marketing is undergoing some major changes as emphasis increases in the utilization of brand channel networks and disseminating content online.
As Robert Brill, who heads ION and programmatic media at Ayzenberg, has told me: “As we get further out into the new world of advertising, more of the marketer’s output will have to compete as a creative endeavor that is able to stand on its own.”
In gathering industry key players and influencers, [a]list summit stands to further the conversation surrounding influencer marketing in a big way.
There’s only a few tickets left! Get 20% off registration for [a]list summit using code using VIDEOINK 20 here.
How do you get an influencer’s audience to advocate your brand? [a]list summit: Influencer Marketing is coming up on July 31st in Los Angeles. Meet, share, and shape the future of marketing. VideoInk is an official media partner for the event.