Proximity and Performance: Make Your Media Mix Work Harder

What if your media plan started with where consumers are most likely to convert?

Most media plans start with audiences, impressions and reach. But when the goal is to drive a real-world outcome, where a household is can be just as important as who is in it.

Join the 4As and Blockgraph for a practical look at how proximity can impact how you plan, target and optimize media. Drawing on the Proximity and Performance guide, this session will show how agencies and advertisers can connect household identity, location and media activation to focus investment where it has the greatest potential to drive results.

You’ll see real campaign examples from across the TV advertising landscape and learn how hyperlocal marketing, geotargeting, and TV can work together as part of a proximity-informed, full-funnel media strategy.

You’ll learn how to:

1. Find the audiences closest to conversion by connecting household identity with the locations where outcomes actually happen
2. Turn TV’s scale into precision by using household-level insights to reach proximity-qualified audiences
3. Identify and prioritize markets using practical approaches to mapping locations, scoring markets and allocating media
4. Move beyond impressions to think about media investment in terms of the outcomes you’re trying to influence

Whether you’re planning for retail visits, leads, purchases or other real-world outcomes, proximity provides a new lens for making every media dollar work harder.

Speakers

Jason Manningham – CEO @ Blockgraph
Jason Manningham is CEO and Founder of Blockgraph, the technology company fueling the future of connected TV. Under Jason’s leadership, the company’s privacy-centric identity and data collaboration platform is creating a better, safer, and more sustainable TV advertising ecosystem where media, technology, and advertising technology companies work together to deliver identity-based targeting and measurement solutions for multiscreen TV advertising.

Jason spearheaded the launch of Blockgraph five years ago, building it from an industry initiative led by Comcast Advertising into an independent company owned by Comcast NBCUniversal, Charter Communications and Paramount. Prior to his current role, Jason held a variety of strategy and operations positions at FreeWheel (a Comcast Company), AOL, and Viacom Media Networks. He started his career at Accenture as a management consultant.

Jason holds a BBA from the Ross School of Business at the University of Michigan.

Michelle Eule – Executive Director, Data & Measurement @ FreeWheel
Michelle Eule is Executive Director, Data & Measurement at FreeWheel, a Comcast Advertising company, which provides the technology, data enablement, and convergent marketplaces required to ensure buyers and sellers can transact across all screens, data types, and sales channels, in order to ensure the ultimate goal – results for marketers. In this role, Michelle leads data and measurement strategy and partnership development to drive innovation, revenue growth, and marketplace differentiation across FreeWheel’s convergent advertising ecosystem.

Previously, Michelle served as Executive Director, Americas at Savanta, overseeing the regional research, commercial, and operations organization. She has also held a senior leadership role at Ipsos, where she led a team supporting media and entertainment research for Google. Earlier in her career, Michelle held a variety of commercial, operational, product, and data strategy leadership roles at Kantar

Across the industry, Michelle is deeply involved in advancing research and social impact. She serves as a Research Committee Member for the Ad Council, mentors emerging leaders through Women in Research (WIRe), and volunteers as an Emergency Department Ambassador at North Shore University Hospital.

Michelle earned her Master of Business Administration in marketing and strategy from New York University’s Stern School of Business and her Bachelor of Arts in psychology from Barnard College. She currently resides in the New York Metropolitan area.

Lisa Chandler – Senior Manager of Analytic Consulting @ Ampersand
Lisa Chandler is Senior Manager of Analytic Consulting at Ampersand, where she leads a team of analysts dedicated to supporting complex client partnerships and delivering data-driven insights that help shape business strategy. Working closely with leading brands and agency partners, Lisa has helped advance industry best practices for leveraging television data within clean room environments, enabling more effective measurement, planning, and activation strategies. She has also played a key role in guiding clients toward successful audience engagement initiatives, leveraging the largest addressable television footprint in the United States to drive meaningful business outcomes. Known for her collaborative leadership style, Lisa is passionate about teaching and mentoring, believing that empowering others to understand and apply complex data is essential to unlocking innovative ideas and achieving exceptional results.

With more than 20 years of experience in the advertising and media industry, Lisa has held positions with leading organizations including OMD, Cox Media, and The Walt Disney Company. Throughout her career, she has earned a reputation for delivering outstanding client service, strategic thought leadership, and innovative analytical solutions. Lisa holds a Bachelor of Science in Radio-Television-Film from The University of Texas at Austin.

Albert Thompson – Director, Digital Innovation @ Walton Isaacson
While carrying the “ethos” of a Marketing Technologist, as the Director, Digital Innovation at Walton Isaacson Albert Thompson has always possessed a firm understanding of how technology has continued to transform the discipline of Marketing while disrupting today’s conventional consumer engagement models. He has emerged as that unapologetic voice on “moments of truth” in Marketing. That ultimately lead to the Founding of Transient Identiti, Inc, grounded in strategic innovation.

His work involves Digital Marketing for Lexus, Home Depot, Morgan Stanley, AMAZON, NYPD, Medline, State Fair, Spalding, HBO, MCD, LA Sparks, Game Show Network, Verizon Wireless, Unilever, Ford Division, Lincoln Mercury, Burger King, Toyota, Colgate, HSBC, Time Warner Cable, AstraZeneca, US Marines, Pfizer, Novartis, Merck, and Hyatt Resorts.

As a curator of conversations on all things AI, he’s industry crafted keynotes, talk tracts, and panels on AI and Creative, AI and Measurement, AI and Consumer Discovery, Agentic AI and Human Involvement, AI and Media Planning, and AI Avatars. Beyond the agency realm, Albert serves as an Advisor to early stages AI powered companies Cache.ai, BrandMentality.ai, Adskate, and CRO-Partners portfolio for their Market Positioning, Go-to Market Strategy, and Growth Marketing.

Albert has participated in numerous speaking engagements for the 4A’s, AdAge, The ANA, Digital Hollywood, MediaPost, Digiday, ThinkLA, PUBMATIC, TVOT, CYNOPSIS, Admonsters, AdExchanger, Adweek, and VAB. This type of industry prowess resulted in him being named one of ADWEEK’s Media Allstars and a Convergent TV honoree.

Follow him on https://www.patreon.com/cw/ALBERTDOTAI

Alex Belaidi – VP Category & Data Sales @ Spectrum Reach
Alex Belaidi is Vice President of Data & Category Sales at Spectrum Reach®, the advertising sales business of Charter Communications, Inc. (NASDAQ:CHTR), where he leads strategy and growth across data-driven advertising solutions for key industry verticals. With deep experience spanning ad tech, advanced TV, programmatic, measurement, and media sales, he focuses on helping brands and agencies connect audience, data, and media more effectively to drive business outcomes.

Over the course of his career, Alex has held senior leadership roles across the advertising and media ecosystem, with a track record of building revenue, developing go-to-market strategy, and bringing innovative solutions to market. He is particularly passionate about the evolving role of data, addressability, and performance in shaping the future of television and cross-platform advertising.

Mike Treon – Head of CTV Strategy @ PMG
Mike is the Head of CTV Strategy for digital agency PMG. Mike has nearly 20 years on both the vendor and buy side of programmatic media—from building platforms to managing complex buying strategies. At PMG, Mike leads efforts on behalf of the agency and its clients in developing strategies with partners and platforms, particularly around the agency’s Connected TV practice. In his prior 10 years at AOL, he commercialized and developed their demand side platform globally. He has also spent time as an independent consultant to large agencies, vendors and advertisers building and developing products and programmatic buying strategies.

Mike has taught courses as an adjunct professor at Depaul University and is a frequent marketing and media industry panelist and contributor. In 2015, he was recognized as a Top 40 Under 40 by Ad Age.

Host: Amy Pacheco – Director, Media, Tech & Data @ 4As