Stayed in the same room and, not sure what I planned to attend - but this sounds good:
10:30 am – 11:15 am: Workshop: Managing Your Online Media Buy
There's more to buying ads online than choosing which adwords to buy. Join the CEOs of startups with successful new buying approaches for publishers and advertisers.
Moderator: John Rose, Director, Boston Consulting Group
Curt Hecht, EVP/Chief Digital Officer, GM Planworks (Starcom)
Brian Quinn, VP, Advertising Sales and Marketing, Dow Jones Online
Penry Prince, Director of North American Sales, Google
Stickiness and how you move from the current advertising model to where you want to be?
The Marketing Infrastructure is built around 30 second spots but when you take that into the digital media (ie: landing page strategy, what are you trying to drive, what outcome are you seeking?) you need other types of talent than what you often have in house and organized on your teams.
What's the difference between a Newspaper and Online Media? Newspapers are mostly about analysis - not braking news (you already know the stories now) - Dow Jones Online.
Metrics - a big issue and challange - what's succssful and what's not. Different campaigns have different Metrics - and every action should have a reaction and it should be measurable and quantifiable - Perry Prince - Google.
Macro Measurements - ie; buying intent - very difficult and problematic to measure, still. How do i rectify the how my total campaign is doing vs. what the cost for a lead is? That's what the EXEC cares about. Marketing Effectiveness. You are going to see more of the Senior Management think about these issues. It's really early for Marketing Measurement on the Web - Curt Hecht, EVP/Chief Digital Officer, GM Planworks (Starcom).
Digital Experts on the Client Side - do Agencies have the right resources to do the job?
Google is working very hard to figure out how to measure all of this - take a very analytical approach -what is the data that marketers are looking for on a campaign level and try to deliver it back. What you do offline has a lot to do with online success and we need to get better and measuring offline demand, online.
Demand - your creating demand but if your not there to meet the demand (IE: with the right advertising, etc) THEN YOUR CREATING DEMAND FOR YOUR COMPETITORS.
Where do I shift the dollars from? Google wants to have a profitable relationship with all our advertisers. If we believe that media will become more accountable - the budgets and available dollars will multiply. If we can figure out metrics you can re-invest and make more money - not just shift spend.
A better Video model will be a better driver for more online marketing dollars. More Marketers need to think of themselves as publishers. For the most part Marketers have thought out putting ads out and not about the whole experience.
We're thinking that there's more experience that can be added to Video that will enhance it.
Google - we haven't figured out a monetization policy for YouTube yet. There's no pre-rolls but we are thinking about post-rolls. We do think people are interested in Premium content and would accept advertising around that because they want the content.
MyCadallicStories - Joan Jett - (I saw those ads on my own blog, btw). Google - Sight Based Advertisng (what they see - develop technology to measure what people see but that your not aware of).
In Game Advertising (my question) - to Google .. what are your plans? Google - it's not confirmed yet and yes, we're looking at it and think there's' a lot of opportunity there and we're excited by it.
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