Track 4: Online Advertising
Advertising has always been about reach and frequency. It has always been about getting the right message in front of the right person at the right time. Online advertising is very much like ads on TV or in print, but very, very different as well. Whether your job is all about branding, all about direct marketing or both, this track tackles the variety of sponsorship options and the remarkable technologies that let you test and target your promotions on the fly.
“Click Here” may well be the most frequently seen imperative since “Close cover before striking” and banner ads, skyscrapers, interstitials and more have proven their value over and over again. This session walks you through the format varieties, the media, the deals and the best practices that keep the best advertisers winning.
You used to buy an ad on a website or in a newsletter, but audiences are continuously fragmenting and it is hard to find critical mass. What are the options beyond banners? Discover the world of digital audio and the benefits of targeting among this vast audience:
Human behavior has been monitored, scrutinized, categorized and now – monetized. People who click on this and this are statistically more likely to buy that and that if they are shown this offer with that creative. It’s a science that is now available to everybody. This session shows how to divide the masses into meaningful segments based on their actions and serve up the right message to the right group. It also divulges the fine art of chasing after the abandoned shopping cart prospect – the one that got away – through post-shopping online ads and email.
Selling to prospective customers when they are in range is a fine art. You want to entice but you don’t want to annoy. You want to encourage but you don’t want to give away the store. You want to impress but you don’t want to overwhelm. See examples from the best and brightest as they use this new medium for advertising, promotion and social interaction.
Selling golf clubs to golf enthusiasts is as easy (and as hard) as dropping a print ad in a golf magazine. But what about the weekend warriors who don’t subscribe? They may not watch The Golf Channel but they certainly boast of their great shot off the 14th tee to their friends on Facebook. And that’s where you can find them. Like search, Facebook and Linked In offer a different kind of advertising – when you can even invoke the names of personal friends to help you make your case. Powerful stuff.
Session 4a. Display Advertising
Zach Clayton, Founder & CEO, Three Ships Media“Click Here” may well be the most frequently seen imperative since “Close cover before striking” and banner ads, skyscrapers, interstitials and more have proven their value over and over again. This session walks you through the format varieties, the media, the deals and the best practices that keep the best advertisers winning.
Session 4b. New Options in Online Ad Networks…Digital Audio…Reaching Your Consumer and a Super Demographic
Eyal Goldwerger, Chief Executive Officer, TargetSpot, Inc.You used to buy an ad on a website or in a newsletter, but audiences are continuously fragmenting and it is hard to find critical mass. What are the options beyond banners? Discover the world of digital audio and the benefits of targeting among this vast audience:
- Reaching the Emerging Super Demographic among consumers, which is highly engaged, tuned in, and influential
- The power of cross-platform advertising – across digital+audio media, using any device, anywhere
- Ad networks available for this growing arena of Internet Radio/digital audio
Session 4c. Affiliate Programs
We apologize for the inconvenience. The speaker was unable to attend.Session 4d. Behavioral Targeting & Remarketing
Chris O’Hara, Senior Vice President, Sales and Marketing, TRAFFIQHuman behavior has been monitored, scrutinized, categorized and now – monetized. People who click on this and this are statistically more likely to buy that and that if they are shown this offer with that creative. It’s a science that is now available to everybody. This session shows how to divide the masses into meaningful segments based on their actions and serve up the right message to the right group. It also divulges the fine art of chasing after the abandoned shopping cart prospect – the one that got away – through post-shopping online ads and email.
- Best practices for determining your core customers
- How to choose the right data partner
- Using the most meaningful analytics to optimize your campaigns
- How data driven marketing has shifted the role of the agency/advertiser
- How audience and branding measurement tools can increase your campaign’s impact
- How attribution modeling best serves the right message at the right time
Session 4e. Mobile Marketing – Location-Based & Proximity Advertising
Dinakar Nathan, Head, Mobility Technology Consulting Practice, Persistent SystemsSelling to prospective customers when they are in range is a fine art. You want to entice but you don’t want to annoy. You want to encourage but you don’t want to give away the store. You want to impress but you don’t want to overwhelm. See examples from the best and brightest as they use this new medium for advertising, promotion and social interaction.
Session 4f. Social Advertising – Hyper-Targeting on Facebook & Linked In
Jeff Rosenblum, Founding Partner, QuestusSelling golf clubs to golf enthusiasts is as easy (and as hard) as dropping a print ad in a golf magazine. But what about the weekend warriors who don’t subscribe? They may not watch The Golf Channel but they certainly boast of their great shot off the 14th tee to their friends on Facebook. And that’s where you can find them. Like search, Facebook and Linked In offer a different kind of advertising – when you can even invoke the names of personal friends to help you make your case. Powerful stuff.
- How to set up a listening strategy for your target audience and the tools to do so.
- How to create actionable insights from listening to your consumers for the end goal.
- How to develop a social media marketing strategy and infusing social across the organization
- How to connect and engage with your audience
- Measuring social media’s effectiveness
