Heard about The Online Advertising Playbook: Proven Strategies and Tested Tactics from the Advertising Research Foundation earlier this year at Search Engine Strategies and
As a Web Analyst, I'm often asked on coming up with things to measure - and it looks like The Online Advertising Playbook has all the things, from an advertising standpoint, from a marketing standpoint, that you'd want to know about and measure - at least, the online advertising part.
Honestly, it looks like the Playbook is a condensation of what most of Ad-Tech and Search Engine Strategies has sessions on - I guess that's a good thing as I've gotten tired of both.
Join our panelists! This is your one-stop-shop for the latest solutions in tracking, measuring, and pricing: |
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I may be going to this conference in NYC next month (see above), though my work with the Board of Directors of the Web Analytics Association, but I'm not sure yet.
I'm wondering how much of what's actually talked about here - is going to be similar to what's in the Playbook? I also have to find out if I can go, as I'm starting a new job at Monster.com on the 7th of January.
If I do go, this is what I'd be most interested in - Most of it actually!:
User Generated Content: Metrics |
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Understanding UGC Measurement to Better Maximize Your Advertising Effectiveness |
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User Generated Content is growing by leaps and bounds, and marketers are finding ways to harness it for brand equity. Despite some risks, this platform allows consumers to define the brand on their own terms. But the question remains: how to best utilize and measure UGC advertisements? |
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| Hear how user generated content can be used to improve your next campaign. | |
| Greg Kahn, SVP, Strategic Insights, Optimedia Pete Blackshaw, EVP, Nielsen Online Strategic Services, Nielsen BuzzMetrics Margie Chiu, VP of Strategy, Avenue A| Razorfish |
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9:45 AM |
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Social Networking: Metrics |
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Measuring Branded Communities to Optimize Your Advertising Investment |
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| Facebook, MySpace, Friendster, and Twitter are becoming a staple of the digital lifestyle and their popularity has exceeded expectations. These websites allow brands to reach out and create a dialogue between the user and the brand, but it remains difficult to measure the time and money committed by the brand… | |
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| Learn how to best measure social networking and maximize your ROI. | |
| Jatinder Singh, EVP, Director of Measurement and Accountability, Universal McCann Art Sindlinger, VP/Activation Director, Starcom Aaron Barnes, VP of Global Sales and Business Development, Friendster Moderator: Joe Marchese, President, Archetype Media |
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10:30 AM |
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User Generated Content & Social Networking: Pricing |
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Evaluating Pricing to Make an Informed Advertising Investment Decision |
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| This session will take you through the thought behind the pricing, and how it is justified. You be the judge on whether the dollars spent commensurate with the value being offered… | |
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| Rob Griffin, Director of Search & Analytics, Media Contacts James Hering, EVP, Director of Integrated Marketing, TM Advertising Todd Steinman, COO, M80 Moderator: Dan Miller, Vice President, Neighborhood America |
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2:30 PM |
In-Game Ads: Metrics & Pricing |
Measurement and Pricing Models to Demonstrate the Benefits of Static and Dynamic Game Advertising |
| In-game advertising is on the rise and groups are working together to analyze and benchmark the data. The industry goal is to develop an innovative measurement system to calculate the reach, frequency and effectiveness of the game network. Learn how this is being developed… |
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| Bring accuracy to game advertising measurement and maximize your ROI. |
| Brian Bos, Vice President, Convergence Director, Mindshare–Team Christine Peterson, NY Media Director, Carat |
9:15 AM |
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Widgets: Metrics & Pricing |
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Understanding the Potential of Widgets: Enhanced Tracking and Pricing Considerations to Maximize Your ROI |
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| Once a video or widget disperses with incredible speed, it is challenging to measure the plays, number of times it interacted, and even how many times it had been downloaded. The potential for widgets with enhanced tracking mechanisms and their pricing considerations are of great interest to marketers. This session will introduce the latest infrastructure that will accurately measure the on-going exposure. | |||||||||||||||||||||||||||||||||||||||||||||||||||||||||
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| Better understand the opportunities to leverage the use of widgets in your campaigns. | |||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| Kim Luegers, Associate Media Director, DraftFCB Chicago Nick Dimitrakiou, Partner, Media, Kinesis Marketing Ari Paparo, VP of Advertising Products, DoubleClick Benjamin Pashman, VP, Sales & Business Development, Gigya Inc. Moderator: Adam Gerber, Chief Marketing Officer, QUANTCAST |
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10:00 AM |
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Networking Break |
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10:30 AM |
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Digital Out-of-Home: Metrics |
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Examining Viewership Data for Out-of-Home (OOH) Ads and Increase Media Touch Points |
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| The value proposition of digital OOH media is connecting with the right consumer, at the right place, at the right time. But how do you measure the audience seeing the ads on the thousands of screens out there? This session will address the growing demand for relevant and detailed ad engagement data at place-based environment. | |||||||||||||||||||||||||||||||||||||||||||||||||||||||||
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| Incorporate accurate measurements and increase confidence in out-of-home advertisements. | |||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| Jeffrey Diskin, SVP–Brand Management, Hilton Hotels Jim Bell, Sr. Vice President of Sales Development and Operations, Reactrix More to come…
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Looks like a pretty good conference, overall - and there's several people speaking who I'd like to meet and tell them about the work the WAA does with Social Media Metrics on my Committee.
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