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Yes
No
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Betsy DiCarlo,
AgencyNet
With the evolution from a production-based to consumption-lead economy, a surprising fact emerges: ...
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With the evolution from a production-based to consumption-lead economy, a surprising fact emerges: brands too are in the service business. It's no longer sufficient to produce a product and expect it to fly off the shelves. Consumers are educated, vocal, and have the expectation to have a voice in the brands they buy. The digital ecosystem has empowered this shift, and companies have to be structured to account for the behavior.
Advertising brands, products, reputation management
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Yes
No
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Justin Cox,
Razorfish
Companies often stress the importance of consistency—a consistent image, voice, strategy, etc. Cou...
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Companies often stress the importance of consistency—a consistent image, voice, strategy, etc. Countless models and presentations have been created to help brands maintain continuity. But, does consistency really equal success? It certainly can for things like product quality or customer service. When it comes to the world of marketing, however, consistency is overrated and overused. This issue is most apparent in the digital space, where print and TV campaigns are routinely repurposed as banner ads and pre-roll videos. Compounding the problem, marketers often duplicate digital ads across sites that have little in common with one another, ignoring the fact that consumers behave differently as they move around online. New disciplines and technologies have emerged, giving the industry unprecedented ways to reach consumers. Digital advertising should reflect these changes and inspire brands to be flexible, schizophrenic even. An argument could be made that no two ads should ever be the same. To achieve this, the industry must embrace a new order of advertising—one that champions inconsistency. One where publishers and agencies work together to create custom marketing content. Where ads for Heineken can’t be replicated as ads for BudLite. Where consumers experience advertising that is inextricable from the place where they are experiencing it. And where the goal is not to keep a brand on track, but to create unique experiences that compel consumers to engage on a deeper level.
Advertising Consistency , digital, Strategy
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Yes
No
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Paul Pellman,
Click Forensics
If so, wouldn't you like to know? After all, you're spending money to attract online audiences to yo...
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If so, wouldn't you like to know? After all, you're spending money to attract online audiences to your content, so you need to make sure you get what you pay for.
Like search advertising, online brand and display advertising is quickly evolving to include automated self-service distribution - promising tremendous reach and ease-of-use. But this also means that media buyers are exposing their ad dollars to increasing threats from brand safety, impression inflation and fraud.
Advertisers need to know: Was the visitor real?; How many people saw my ad?; How many times were they in the target demographic or geography?; Was the ad above or below the fold?; Was the associated content appropriate for my brand?; and, Were competitors displayed more prominently?
This discussion will explore methods and best practices top online advertisers are using to ensure the audiences they want are the ones they get.
Advertising attribution, Audience Verification
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Yes
No
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Rachel Mercer,
VCU Brandcenter
First we added the HTML guy, then the flash guy, then the app guy, then the design guy. The collabor...
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First we added the HTML guy, then the flash guy, then the app guy, then the design guy. The collaborators for any kickass advertising project are growing as new dimensions are being added to what counts as a delightful brand experience. Should the brief really be written in a closed door with researchers and planners? Should the website's look really be decided by the AD before even asking the UX guy? If we have more stakeholders, how much should the agency structure change? It is easier said than done for bigger agencies - what can they do? As new technology continues to intimidate unprepared agencies, this panel will bring together industry powerhouses to discuss the value of being agile in a changing media and social ecosystem.
Advertising Advertising Creative, creative technology, structure
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Yes
No
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David Kidder,
Clickable
“We enable effective word-of-mouth advertising at scale for the first time." -- Sheryl Sandberg, F...
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“We enable effective word-of-mouth advertising at scale for the first time." -- Sheryl Sandberg, Facebook's chief operating officer.
In a world where people are turning off advertising in favor of personal recommendations, harnessing social media at scale is a must for marketers. The “earned side” of social media is fundamental, but “paid media” is quickly entering the social media stage. Facebook’s revenue was estimated at $635 in 2009, and is expected to reach $1.1 billion by the end of 2010, according to an estimate by Inside Facebook. This is going to be a big, well-defined industry, with a lot more clarity and precision for advertisers than the earned side of social media.
While hype and interest for Facebook Ads is skyrocketing, success is contingent upon on a clear marketing purpose — and one that can scale with repeatable results. To be sure, advertisers — and Facebook itself — are still figuring it out. However, one thing is certain: Facebook is trailblazing the shift from targeting content and Web sites to targeting audiences, individuals, their “likes".
This panel will probe: 1) the emergence of Facebook advertising and its purpose, 2) how the ecosystem is evolving and scaling, and 3) how companies can tap in early to this huge opportunity. Advertising experts from Facebook itself, ad-technology developers, agencies and brand marketers will convene to tackle these three critical areas.
Advertising Advertising, Facebook, social media marketing
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Yes
No
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Nada Stiratt,
MySpace
Marketers today are looking to social media as a way to tap into what is probably the most powerful ...
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Marketers today are looking to social media as a way to tap into what is probably the most powerful online marketing tool there is- the social graph. How does a brand connect with consumers in a meaningful way and then take it a step further and activate that audience to create brand evangelists who will spread their message web-wide? During this time we’ll discuss best practices for how brands can deliver innovative, media-like messages to draw in consumers, activate audiences around those messages, and be at the forefront of the digital ‘water cooler’ experience where content and conversation meet online.
Advertising branding, digital marketing, Social Networking
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Yes
No
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Brian Chiger,
AgencyNet
Voltron is the 80's original battle robot. Comprised of five separate (and fully capable) Battle Ca...
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Voltron is the 80's original battle robot. Comprised of five separate (and fully capable) Battle Cats, it is only when they are combined that the true power of Voltron is released (along with his nearly unbeatable "blazing sword"). With the advent of the integrated web and the multiscreen consumer, brand presences must operate in a similar way, individually capable yet more powerful as a combined whole. How should brands integrate their digital platforms (web, social mobile) to maximize success? How should analog touchpoints be woven into the mix?
Advertising brand, integrated, Strategy
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Yes
No
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Karsten Hook,
BatesHook
In the spirit of the Golden Raspberry Awards for worst movies of the year, we'll be hosting the ina...
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In the spirit of the Golden Raspberry Awards for worst movies of the year, we'll be hosting the inaugural gala dedicated to the worst Social Media/Marketing initiatives of 2010. We will choose the winner of up to 10 categories (Worst Twitter Feed, Worst Facebook strategy, Worst Social Media initiative, etc. plus a Grand Prix Winner for the worst overall presence in the Social Web. Nominations and awards will be crowdsourced through a dedicated website/Social Media Presence (Who knows, we might even win a price?) Up to 10 presenters will explain the reason for the nominations and announce the proud winner.
Advertising Social Media Razzie Awards
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Yes
No
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Erin DeRuggiero,
Causes
Social media + cause marketing 101 for brands, companies and businesses looking to harness the power...
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Social media + cause marketing 101 for brands, companies and businesses looking to harness the power of Facebook apps to drive engagement. Causes application has 150 Million installed users and has raised more than $25 Million for various 501C3 nonprofit organizations. More than 75 brands have launched highly viral & successful sponsored cause campaigns on Causes, include Odwalla, Diet Coke, Korbel, Electrolux, Nike, Bank of America, Kellogg's and Nestle. Best practices to strengthen brand equity aligned with a cause will be reviewed & discussed.
Advertising Branding/Marketing/Publicity, Causes, philanthropy
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Yes
No
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Paul Drew,
imc2
Gaming is HUEG! (almost as big as an Xbox) and every brand is throwing their hat in the ring to catc...
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Gaming is HUEG! (almost as big as an Xbox) and every brand is throwing their hat in the ring to catch some of the buzz. Get it wrong and your brand will be flamed on blogs, forums, Facebook, Twitter, and every where they can. Get the dos, don'ts, and a framework for approaching gaming. Along the way you will learn how to effectively apply game mechanics to your brand engagements.
Advertising gaming, marketing, Relationships
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Yes
No
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Tina Unterlaender,
AKQA
Location-aware applications have been the once and future king of advertising for the past 10 years ...
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Location-aware applications have been the once and future king of advertising for the past 10 years or so. Tech-savvy early adopters are driving the popularity of location-centric check-in apps such as Foursquare, Gowalla, and Loopt. But, the novelty has already worn off for the still small numbers of consumers using theses apps, and brands still struggle with how to leverage the power of where. The result - every major player in digital media is integrating location into preexisting products, developers continue to over-engineer location-based features and functions that consumers don't want, need, or even like.
Almost all of these location-based apps are about sharing one's location in a clumsy and egotistical fashion, or providing basic navigation. Most importantly, the critical demographic groups necessary for real mainstream adoption still don't know or care about these apps. Mothers, 25-50 with children, DINKY professional couples, and professional men 35-50 still don't use these apps in numbers that are meaningful for advertisers. A big question is how these apps must evolve to get these key demos involved enough for brands to care.
Our panel will explore what brands and real people want, as opposed to what developers can create. For now, consumers and advertisers are still asking, "are we there yet?" as the mobile media industry continues to struggle with how to bring brands, people, and LBS applications together in a way that works for all involved.
Advertising Advertising, geolocation, mobile
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Yes
No
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Emily Gannett,
IRL Productions
More and more, the online world is melding with and influencing the offline world
(a.k.a. the "real...
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More and more, the online world is melding with and influencing the offline world
(a.k.a. the "real world"). There is a palpable cultural movement towards going
online to get offline, towards bringing digital experiences to life, and towards
bridging the web and "real life".
Marketers should pay attention. According to a recent study by Ketchum, "online
influencers" spend more time socializing and influencing their peers offline. Other
studies also show that young people still prefer face-to-face interactions to digital
ones. Still, these are the same people that text over 100 times a day and for
whom online sharing is a fact of life.
In our "post-digital" age, the best companies don't see digital, social and mobile
as separate from traditional marketing. They take the shareable, ongoing,
interactive, participatory nature of the web and created brand experiences that
bring people together IRL ("in real life"). This panel will explore the best new
strategies for engaging audiences through multiple channels, tying digital with
physical experiences, and mobilizing online communities in the real world.
Advertising experiences, offline, real-life
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Yes
No
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Kristina Serafim,
metaio Inc.
From no name to brand name – Augmented Reality (AR) is the new media darling of digital technology...
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From no name to brand name – Augmented Reality (AR) is the new media darling of digital technology in 2010. The emerging technology allows for digital images and information to be overlaid on top of reality using any video output via webcam or smart phones. While still early in its mainstream adoption, many renowned brands are executing AR campaigns beyond gimmicky executions but delivering high ROIs.
In this session, we will walk through some of the most successful implementations of augmented reality seen today and share some of our insights and lessons learned from each campaign. For the present, we will explain and show how to get started and create an actual AR application within minutes. And finally, there’s a lot more to come for augmented reality. Where is it headed? Mobile? Augmented reality browsers? AR Platforms? We will give you a glimpse of what’s in the near future.
Advertising Augmented Reality, interactive advertising, marketing and gaming
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Yes
No
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Anjali Ramachandran,
Made by Many
Negotiating the new handover. Agencies are building fewer static campaign-oriented sites and more pl...
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Negotiating the new handover. Agencies are building fewer static campaign-oriented sites and more platforms, communities and services. Cutting the apron strings between agency and digital product immediately after launch doesn't make practical sense, but maintaining the relationship indefinitely is costly for the client and creatively stifling for the agency. This panel will explore solutions that are most likely to be beneficial to both parties as well as the members of the service they are trying to build: a new plan for launch, propagation and perpetuation.
Advertising Agency, client, digital
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Yes
No
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Mike Preshman,
CollectiveVip
Getting people to come to events is hard. Early bird discounts just don't work. Seats that are not f...
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Getting people to come to events is hard. Early bird discounts just don't work. Seats that are not filled are lost revenue. Leveraging social media to engage your audience and have your attendees to help spread the word about your event or brand is everyone's dream. Problem is, its been done and tried, but who do you do it. A feature set of incentives targeted for different events and different products.
Providing group discounts, yield management of inventory, and other forms of incentives puts a price tag and a value on a persons influence. It's allowing individuals to become promoters similar to promoters at clubs. Similar rewards are put in place to incentives promotions.
Finally, when the well oil marketing machine is up and running, using analytics to find your true influencers and rewarding them with more incentives to amplify your reach is the ultimate sweet spot for any business.
This panel will dive into these topics in much detail.
Advertising analytics, discounts, social media
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Yes
No
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Todd Dipaola,
Checkpoints LLC
Once upon a time, interactive advertising was exclusively the domain of online ads. The analytics u...
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Once upon a time, interactive advertising was exclusively the domain of online ads. The analytics unique to the Internet revolutionized marketing efficiencies and monetization rates forever. The marketing magic of A/B testing, conversion pixels and media units like CPC and CPA required tracking tools previously only available on a web-connected computer, and made in-person targeting seem as legacy as the 8-track.
But the dawn of open mobile development platforms, location-based services, and codes takes marketing science on a new level. The resulting insights now put us directly into the minds of in-store shoppers, enabling us to turn bricks and mortar advertising hotter than lava.
The tool to create real world mass-market experiments and game-changing advances is now literally in the hands of every US adult consumer. Mobile handsets empower permission-based data collection at every stage of purchasing behavior.
Evaluating web analytics taught us how to create websites that maximize users’ interaction while minimizing their frustration. Mobile marketing allows us to display diverse offers to users passing by retail locations and immediately assess the most effective offers to get them into the store and maximize interest (and spending!). Multivariate testing in the aisles of Wal-Mart becomes not just possible, but as easy as a barcode scan by a shopper.
Targeted closed loop mobile feedback fundamentally personalizes and enhances the offline customer relationship.
Advertising LBS, mobile, ROI
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Yes
No
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Gregg Poulin,
www.compete.com
Marketing expenditures are now more heavily scrutinized than ever. Some purists argue that the bean ...
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Marketing expenditures are now more heavily scrutinized than ever. Some purists argue that the bean counters are sucking the spark and innovation out of advertising and marketing campaigns. This isn’t likely to change any time soon, so if you can beat them, join them.
Yes, it’s time for marketers to think like CFO’s.
What does thinking like a CFO mean? It means more taking a more disciplined approach to campaign planning, tracking and measurement. It means looking for places where the cost to accomplish something far exceeds any long-term return. It brings accountability and rationality to a process that, at times, can be far too undisciplined.
This panel will explore new digital measurement approaches and suggest ways marketers can adapt their thinking to be accountable WITHOUT sacrificing creativity or calculated risk-taking. This last part is especially important if brands are to continue driving more engagement online. The panelists will outline strategies and best practices for pre-campaign, in-campaign and post-campaign measurement, focusing on how attendees can develop their own protocols. Drawing on personal experiences, panelists will reveal tips for presenting to senior management and making a stronger case for a balance of marketing programs that deliver more predictable results and those that take well-calculated risks.
Advertising Advertising, measurement, planning
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Yes
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Michael Bourne,
Mullen
The Mullen Agency was tasked by Olympus to market a hybrid HD video and DSLR-like still camera, the ...
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The Mullen Agency was tasked by Olympus to market a hybrid HD video and DSLR-like still camera, the PEN. Building on the campaign line "Look What You Can Do!" they worked with partners Total Immersion to build the first Augmented Reality camera, with WIRED to advertise in the first iPad edition of the publication, and with YouTube to involve hundreds of consumers in a challenge to win the camera and $5,000 to create works of art. Everything was capped off with a national TV, print, and online ad campaign shot entirely with the camera that costs as much as a basic point-and-shoot.
Along the way, there were challenges, upsets, defeats, blood, sweat and tears. What were the challenges of creating the first AR functional digital camera that shot videos and still images using your computer webcam (www.getolympus.com/PEN3D)? What did WIRED learn in the process of activating the Mullen creative in their first iPad app? How exactly do you shoot an HD video commercial that’s broadcast quality with a point-and-shoot camera in the streets of Mexico City? Hear from Mullen, Total Immersion, WIRED and YouTube about how this integrated campaign brought the various elements together to be bigger than the sum of its parts, and challenge behemoths like Nikon, Canon and Sony who have since come out with their own versions of the PEN camera. It’s a David vs. Goliath tale you won’t want to miss.
Advertising
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Yes
No
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Kaitlyn Trigger,
AKQA
Each year, more and more brand marketers make the pilgrimage to SXSW. For five days, they are awed b...
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Each year, more and more brand marketers make the pilgrimage to SXSW. For five days, they are awed by a parade of emerging technologies and digital innovations. In turn, startups are lured by the potential cash-flow and PR exposure that can come from partnering with a big brand. We all want to work together. But how?
Once the love-fest in Austin is over, the ideal of a symbiotic relationship between advertisers and startups often devolves into frustration and misunderstanding:
"Advertising spoils the user experience. We want to streamline things."
"Startups shut us out and are inflexible."
"Brands demand time-consuming customization. Don't they know we only have 5 engineers?"
"Startups don't understand how advertising has evolved. We don't want banners anymore."
In this panel, tech entrepreneurs and brand masterminds will trade volleys about user experience, monetization, marketing, and what it really means to collaborate. Compelling visuals - like a side-by-side comparison of Foursquare and Nike's org charts - will prompt panelists to discuss the tension created by their cultural, structural, and philosophical differences.
Ultimately, attendees will come away with a greater understanding of how brands and startups can work together. We'll present a path away from the defensive, antagonistic "partnerships" of the past, and towards collaborative relationships that make everyone - especially the end users - feel like they've won.
Advertising
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Yes
No
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Thom Gruhler,
McCann Erickson, NY
So you get the brief, and it’s the “same old same old”. Your client wants a banner campaign...
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So you get the brief, and it’s the “same old same old”. Your client wants a banner campaign… an email blast, a :30 second spot… but you’ve got something better up your sleeve… something more appropriate for them that better meets their needs. Something they’re pining for but they don’t know it yet. How will you sell it to them without making their head spin? How can you make them understand the benefits without losing them in the technological weeds? We’re constantly being thrown for a loop when it comes to great, innovative ideas: “It’s not in the budget”, “How can we measure its success?”, “We’ve never done anything like that before!” This panel will tell you how to crash through all those barriers with your client and make something really interesting – you may even put it in your portfolio!
Advertising Advertising, innovation challenges, New business models
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Yes
No
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Sean Cowan,
GSW Worldwide
Brands achieve competitive advantage through acts of innovation. In fast-moving agency cultures, inn...
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Brands achieve competitive advantage through acts of innovation. In fast-moving agency cultures, innovation is often ad hoc – a lucky outcome of a big brainstorm or a learning from a disastrous project. But, agencies with dedicated innovation labs tend to look at innovation another way: They focus resources on bringing bold, break-through innovations to clients in fast-changing areas like mobile, social and tablet computing.
The ideas come from all over. Think of your own organization: digitally-savvy creatives, engineers, planners, and account leads solve client problems every day with imagination, insight and – ultimately – innovation. Often their ideas point not just to solutions, but to new opportunities.
That’s where innovation labs can make a real impact. They bring dedicated resources that can turn digital experimentation into marketing innovation. They make the best ideas tangible and actionable.
In this presentation, you’ll see how some innovation labs around the country use prototyping and workshoping to inspire more confident selling, more risk-taking creativity, and greater competitive advantage for clients.
Advertising digital lab, innovation, prototypes
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Yes
No
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Tim Washer,
www.timwasher.com
Corporate videos are a powerful media used to tell powerful stories and to visually connect content ...
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Corporate videos are a powerful media used to tell powerful stories and to visually connect content to the market. While video can be used throughout the marketing and sales process, the type, tone and measurement may change. It’s not a one-size-fits all effort. And, not all need to be rip-roaringly funny (though, we sure like those!).
Using successful corporate video case studies as backdrop, this panel will spark an engaging discussion about the many flavors, uses and measures of success for corporate videos. The panelists will ask the audience questions and do some ad-hoc polling to gauge how and why certain videos resonate more than others.
Advertising business, social media, video
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Yes
No
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Dean McBeth,
Wieden + Kennedy
Old Spice used to be synonymous with old(er) people. But with a little help from “The Man Your Man...
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Old Spice used to be synonymous with old(er) people. But with a little help from “The Man Your Man Could Smell Like” the brand has rejuvenated its image and become part of pop culture. This panel will not be a lame glorified case study, but rather a chance for attendees to better understand the top-secret, undocumented dynamics that helped to make this effort a success. Panelists may or may not include: 1) The creators of www.oldspicevoicemail.com, 2) Mike Relm, notorious pop culture mixologist, 3) A critic who truly thinks the Old Spice campaign is nonsense, 4) Somebody important from Digg, 5) A 15-year old kid who recently switched to Old Spice, 6) Creatives and strategists from Wieden+Kennedy, 7) A brand manager from P&G, and 8) A sexy man wearing only a towel (maybe). Also, FREE BODYWASH.
Advertising advertising effectiveness, digital campaigns, old spice
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Yes
No
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Kevin Drew Davis,
Draftfcb Inc.
What can Grocery Stores and Robots teach us about digital media? TONS. Often it seems like getting t...
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What can Grocery Stores and Robots teach us about digital media? TONS. Often it seems like getting to successful digital media strategies has everything to do with understanding technology. In truth, its human behavior that really matters. Come and discover what the hell grocery stores and robots have at all to do with getting it right.
Advertising
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Yes
No
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Dimitry Ioffe,
www.tvgla.com
Entertainment brands launch a dozen new products annually and have become experts in making that hug...
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Entertainment brands launch a dozen new products annually and have become experts in making that huge splash online that builds urgency and excitement for a specific event or product launch.
This presentation from two leaders in the field will showcase the latest digital advertising experiences that have captured audiences’ attention with executions that foreshadow digital’s brilliant future. From the individual to the corporation, this creative powwow will stimulate the imagination of anyone looking to supplement their digital bag of tricks with fresh and innovative ideas.
Alternate title: How to make your 1s and 0s prettier and shinier.
Advertising branding, how-to, marketing
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Yes
No
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Joe Mele,
Razorfish
In today’s digital world, media is no longer about finding a space and time to place an ad. The da...
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In today’s digital world, media is no longer about finding a space and time to place an ad. The days of advertising being just about TV and print are behind us and because the digital palette is much more dynamic and fluid, successful marketers are finding that their media and creative teams must now work in tandem. Yes. Side-by-side. This panel will show how in fact, today’s media teams are the most responsible for ad content, creating environments, and facilitating dialogue between consumers and brands. It will explore the right relationships between agencies and brands, media buyers/planners and creatives, and why its so important for companies to stop considering “working media” percentages in compensation packages.
Advertising creative, media, media planning
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Yes
No
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Mike Cox,
Modea
No one lives his or her life in a completely digital world, except Tron characters of course. In a s...
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No one lives his or her life in a completely digital world, except Tron characters of course. In a similar way, no one lives his or her life without ever venturing online. Since this is the case, why do we so often think about advertising as either digital or traditional? For that matter, why do agencies so often categorize themselves as one or the other? TV ads have lost their effectiveness and stand-alone websites have little lasting impact on people’s lives.
Over the past couple of years it has become evident that companies who understand how to seamlessly combine elements from the digital and the real world have the greatest impact. Promotion and marketing efforts from these companies are consistently the most effective, most long lasting and most talked about in the industry. Perhaps the most popular example of this is Nike+. This is a digital application that supports real world interactions with both Nike and Apple products.
Nike and Apple were able to develop a program that adds value to the lives of consumers. This is something they likely wouldn’t have been able to do on the same scale with only a website, only a running appliance or only a brand partnership. However, when combined the impact is multiplied.
This talk will cover other examples of brands that are combining digital and traditional methods to add value to the lives of consumers. In addition, we will cover how to apply those methods in your agency or to your brand.
Advertising Advertising, brands, Experiential
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Yes
No
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David Rockwood,
GSD&M Idea City
Ad Agencies making music and money for rock and roll.
As a result of chaos in the “traditional...
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Ad Agencies making music and money for rock and roll.
As a result of chaos in the “traditional” music industry: online music sharing, the slow death of terrestrial radio, fragmentation of music genres, bands and artists have been more willing to play ball with advertisers and ad agencies in an effort to promote their music and sell more albums.
For example:
The Arcade Fire and The National have partnered with American Express to have concerts filmed and broadcast on YouTube. And recently Arcade Fire partnered with Google Chrome and @Radical to help launch the first HTML 5 video with “The Wilderness Downtown” project.
Oasis worked with BBH in New York to have songs from an unreleased album performed by street musicians in Manhattan, prior to the album’s release date.
Devo worked with Mother LA to develop a “Song Study,” a type of focus group for fans to vote on the songs that would make up the legendary band’s first studio release in 20 years.
Wilco licensed songs from their entire album “Sky Blue Sky” to Volkswagen in 2007.
GSD&M would moderate this panel and help foster discussion to learn more about how these partnerships originated, why they are becoming more commonplace and what the future holds for ad agencies taking on bands as clients and business partners.
Invitees would include representatives from Wilco, Volkswagen, Devo, Mother LA, Oasis, BBH, Arcade Fire, The National, @radical, American Express and more.
Advertising
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Yes
No
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Rudo Boothe,
SapientNitro
HTML 5 allows communication over efficient, low-bandwidth connections called WebSockets. Many differ...
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HTML 5 allows communication over efficient, low-bandwidth connections called WebSockets. Many different types of applications can be built on top of this new architecture; none more exciting than a web-based peer-to-peer network. AWE. SOME. Join me for a brief discussion during which I'll show you how this immediately impacts everything from widgets to mobile apps.
Advertising HTML 5, Mobile Advertising, peer-to-peer
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Yes
No
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Jeff Cox,
comScore
Creativity can add a level of cool, make a brand cutting edge, but can creative stand alone and caus...
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Creativity can add a level of cool, make a brand cutting edge, but can creative stand alone and cause an ad to be effective? As much as we creatives would love to believe that a clever phrase or concept drives brand allegiance the truth of the matter is for any ad to be effective, there must be a comprehensive and concrete advertising strategy in place. No one understands this better than the comScore ARSgroup. Drawing from over 40,000 studies that utilize ARS’s propriety measurement system, which combines sight, sound and motion stimuli to understand an advertisement's overall effect on its audience, the ARSgroup prides itself on helping a brand or agency create the proper strategy, which allows the creative to take off and an ad to thrive.
This session will provide key insights and lessons from several client case studies and explain the importance of messaging versus creative. In advertising what you say is four times as important as how you say it. ARSgroup begins its work with what is most important, the message. Once the message has been established, the creative is added to see if this campaign hinders or helps the audience in identifying your message.
By attending this session you can walk away with valuable insights and key learnings that will result in better brand decision making. Finally, this panel will examine how advertising shifted due to the digital landscape. Mr. Cox will review how creative and ad placement increase advertising effectiveness.
Advertising adverstising creative, advertising effectiveness, targeting
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