Detailed Agenda

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Detailed Agenda

7:30 AM

Registration and Continental Breakfast

8:30 AM

Opening Comments from the Chair

Stephen Nesbit,
Independent

8:45 AM

Keynote Address:
Creating Engaging Interactive Dialogues with Digital Media

Andrew Keller
Partner and Co-Executive Creative Director
Crispin Porter + Bogusky

9:30 AM

Social Media: Metrics and Pricing
Quantifying Social Media Reach to Improve Decision-Making and Return on Investment

With close to 300 million users and more than 100-million logging on at least once a day, Facebook is an undeniable leader in social networks. How are advertisers sold on social media if there are no direct figures tying back to return on investments?

• Define metrics and benchmarks for successful social media campaigns
• Leverage rich, aggregated relational data to connect with target audience
• Explore challenges and mechanisms behind the value and pricing of social media
platforms

Gain insight into Facebook’s findings on social media measurement best practices relating to ROI.

Brad Smallwood
Director, Pricing and Analytics
Facebook

10:15 AM

Mid-Morning Networking Break
Interact with conference speakers and fellow attendees.

10:45 AM

Digital Media Optimization + Metrics Case Studies
Testing and Optimization of Digital Media to Deliver Brand Objectives

To capture consumer attention with digital brand ads is a mounting challenge as the Internet becomes an extremely cluttered environment. With the growth of digital media investments, brands are tasked to deliver significant consumer impact and sales through digital marketing. See how successful brands leveraged various tools to develop, analyze and optimize their digital ads to deliver strong consumer engagement.

• Identify the right creative for digital channels
• Continuous creative optimization
• Actioning digital campaign results

Tap into the power and flexibility of the Internet to deliver compelling ads that engage consumers, where they are willing to accept brand messages.

Tomas Emmers,
Consumer & Market Insights Director, North America,
Unilever

11:30 AM

Online Video/Distributed Content Case Study
Identifying Relevant Key Performance Indicators
to Make Your Case and Maximize ROI

As the official hair care sponsor of Mercedes-Benz Fashion Week, TRESemmé created exclusive video content to support its participation in the event. Hear how the leading provider of hair care, beauty and salon products progressively integrated its branded content from website to paid media and social media, expanding its reach and effectiveness. Plus, hear what results were achieved.

• Develop a strategic approach for campaign success
• Identify relevant key performance indicators (KPI)
• Manage expectations and deliver ROI

Think beyond digital silos and set the right KPIs to maximize success.

Stephen Strong
Global Director of Interactive
Alberto Culver

12:15 PM

Networking Luncheon
Join the conference speakers and your peers for a relaxing luncheon.

1:30 PM

Mobile: Metrics and Pricing
Assessing Effectiveness of Mobile Marketing Campaigns

With broad accessibility and convenience, mobile is ideal for delivering value-added consumer experience to increase market reach and customer loyalty. From coupon redemption to mobile payment, how do you quantify the success of a mobile marketing strategy?

• Determine key objectives and success criteria for mobile marketing
• Evaluate differentiation and effectiveness of mobile presence
• Examine pricing methodologies and variations for integrated marketing campaigns

Assess the likelihood of a solid return on investment for mobile marketing using lessons learnt from industry leaders.

Chad Stoller Executive Vice President, Digital Strategy, BBDO	Ali Rana Vice President of Digital Strategy Dynamic Logic
Gene Keenan VP of Mobile Strategy Isobar International	Darren Herman, Head of Digital Media, The Media Kitchen
Moderator: Brian Jurutka, Senior Vice President, comScore Inc.

2:15 PM

Mobile: Metrics and Pricing
Integrated Rich Media Measurement to Optimize Your Advertising Investment for Online Campaigns

Rich media ads are as robust and full featured as a microsite without disrupting the user experience, providing interactivity and sharing capabilities to enhance consumer engagement anywhere online, in search, and on mobile platforms. Understand how to accurately measure user impact of interactive brand experiences to deliver unparalleled conversion and engagement.

• Reliable evaluation tools to holistically measure rich media and standard ads
• Leverage multiple targeting and data capabilities to reach consumers
• Challenges and trends in reporting, measurement and pricing

Assess the likelihood of a solid return on investment for mobile marketing using lessons learnt from industry leaders.

Jason Tafler,
CEO,
PointRoll

3:00 PM

Mid-Afternoon Networking Break
Interact with conference speakers and fellow attendees.

3:30 PM

Online Video + Advanced TV: Metrics and Pricing
Exploring Emerging Opportunities to Reach Mass Audiences with Video Advertising

From video on demand, ITV, DVR/TiVo, to addressable advertising, many areas of Advanced TV are forecasted for tremendous growth. For IPTV alone, eMarketer predicts that US subscribers will surge to 8.7 million by 2010. As demand for online video increases, advertisers are facing the dilemma of deciphering large variations in pricing and options.

• Gather insight into key demographics and usage
• Examine metrics for interactive services and monetization of premium content
• Compare online video-content distribution models and performance-based pricing

Understand the landscape of video innovation to overcome investment uncertainties for this emerging platform.

Johnathan Hsia Vice President, Digital Director, Starcom MediaVest Group	Jon Gibs, VP, Media Analytics, Nielsen
Adam Kasper SVP, Director of Digital Media MPG/Media Contacts	Moderator: Mark Risis, Director of Interactive Advertising Sales, TiVo Inc.

4:15 PM

Conference Adjourns to Day 2

4:30 PM

Exclusive Reception

Unwind and mingle with the delegates and speakers at our “exclusive” end-of-the-day gatherings.
Bring your business cards!

7:30 AM

Registration and Continental Breakfast

8:30 AM

Opening Comments from Chairperson

Stephen Nesbit,
Independent

8:45 AM

Keynote Address:
Evolution of the Marketing Function: A Holistic Approach

Stacy Schwartz
(Former) VP, Customer Marketing, Web & Advocacy,
Virgin Mobile

9:30 AM

Search: Metrics and Pricing
Enhance Tracking and Pricing Considerations to Maximize Your ROI for Search

Search engine measurement and pricing are the most developed amongst digital media channels. Given the potential for higher click-through rates, will next generation search engines change the way performance is determined for search?

• Measurement beyond clicks to capture conversion, lead generation and timing
• Pricing determination for customer acquisition
• Payout variation based on market segmentation for vertical search

Examine the impact of next generation search engines on SEO and SEM measurement techniques.

Joshua Palau VP Search Razorfish	Moderator: Mark Schwartz, Managing Partner, Steak NY
Dan Brough SVP/Director of Search Draftfcb	Aimee Reker, SVP, Global Director of Search, MRM Worldwide

10:15 AM

Mid-Morning Networking Break
Interact with conference speakers and fellow attendees.

10:45 AM

Brand Expert Panel:
Media Leaders’ Insights on Digital Marketing and Consumer Connection

Emerging digital platforms have created a new frontier in brand marketing and consumer engagement. Join this panel of thought leaders for their perspective on digital media planning, buying and measurement, from real-time media acquisitions to augmented reality.

• Innovation and trends in digital media
• Media integration challenges and opportunities
• Roles of measurement, data and accountability

Stay ahead of the fast moving media curve and imprint your brand in the new media environment.

Doug Chavez Senior Manager, Digital Marketing Del Monte Foods	Kyle Sherwin, VP, Media, Sony Music
Jackie Gagne Director, Direct & Digital Marketing Six Flags	Moderator: David Hallerman, Senior Analyst eMarketer

11:30 AM

Beyond Audience Measurement - The Business Case Anchoring a Revolutionary Approach to Online Measurement

The rate at which digital media evolves requires constant adoption of new measurement methodologies. Despite the abundance of metrics used to assess digital media effectiveness, successful marketers are often compelled to reconsider methods that they have been forced to rely on to date. From cases to how-to, join this session for an expert look at fresh approaches in audience measurement.

• Understand the underlying value of the web beyond direct response
• Innovation in targeting new attractive audience segments
• Accurately measure the impact of online campaigns to align overall ad spend

Explore the cutting-edge of digital audience measurement capabilities to formulate a clear path to improved success for future campaigns.

Scott Knoll,
SVP, Display & GM, Aperture,
Datran Media

12:15 PM

Networking Luncheon
Join the conference speakers and your peers for a relaxing luncheon.

1:30 PM

Console, PC and Online Gaming: Metrics & Pricing
Measurement and Pricing Models to Demonstrate the Benefits of Game Advertising

Gaming provides the perfect opportunity for advertisers to create a seamless brand experience that connects with their target audience. Turn this into your advantage: find out the latest development and trends for game advertising, from downloadable content to new ad standards.

• Metrics for available ad formats to maximize context and exposure
• Pricing models and key indicators and initiatives for measurement
• Research and consumer insights on effectiveness and integration

Bring accuracy to game advertising measurement and make informed choices for your next campaign to capture your desired demographic.

Christian-Alexander Vry Chief Strategy Officer, acting CEO IGA Worldwide	Wendi Dunlap Partner, Media Director MediaCom Interaction
Ian Ali, Manager, Speciality Sales Massive, Microsoft Corporation	Amanda Farrell, Director, East Coast Sales, Electronics Arts

2:30 PM

Digital Out of Home, Digital and Mobile Media Emerge: Metrics and Pricing
Consumer Mobility: Understanding the Effectiveness of Reaching an On-The-Go Audience

The value preposition of digital OOH is connecting with the right consumer, at the right place and time. But how do you measure audience statistics across a network of thousands of screens?

• The proliferation of technologies allowing marketers to reach elusive audiences
• Location-based targeting: combining location with audience
• Engagement as a metric

Learn the latest development in location-based digital advertising.

David Staas SVP of Marketing JiWire	T.S. Kelly, Media Strategist, Maxus
Edward Montes, EVP, Managing Director North America, HAVAS Digital	Christina Radigan, Associate Director of Marketing & Communications, Outdoor Media Group

3:15 PM

Mid-Afternoon Networking Break
Interact with conference speakers and fellow attendees.

3:30 PM

Digital Media Integration Case Study: True Blood
Exploring the Process of Metrics Development to Achieve Award-winning Results

Each year the International IAB MIXX Awards honour creative and brands for unprecedented work that elevated the creative and metric standard in interactive advertising. Campfire, the 2009 winner of Gold: Digital Integration, Silver: Social Marketing, and Bronze: Interactive Video and Cross Platform Integration, for their True Blood marketing campaign for HBO is here to share the key to their success:

• Examine interactions and co-dependencies of social and video platforms
• Setting goals for success with integrated social media campaigns
• Define the evaluation criteria for campaign effectiveness in engagement and ROI

Learn innovative strategies to assess digital media effectiveness involved in the planning and execution of a groundbreaking interactive marketing campaign.