Location: Exhibit Hall Gallery 8, 8th Floor

Location: Exhibit Hall Gallery 8, 8th Floor

Attendees have the opportunity to select ONE from the following FIVE workshop sessions. These specific workshops occur on the morning of day one or the afternoon of day two.

Participation in Fantasy Sports has skyrocketed with the proliferation of the Internet. Presently, there are over 15-million fantasy players who are engaged with a fantasy team/league, and growing. The internet enables millions of sports fans to assemble a league, renew competitions and relationships around their favorite sports of interest. Technology enables fans to get the most complete fan experience as well as facilitating seamless and simple ways to compete, that were previously left to viewing scores, reviewing box scores and tedious manual updates of leagues.

ESPN will provide a snap shot of the Fantasy landscape, ESPN.com, CBS Sportsline, Yahoo Sports, NFL.com, etc... and will provide insights as to how it produces games and publishes content for this avid sports fan.

Everyone talks about fielding cross-media campaigns, but how do they really work? Leading publishers and marketers share case studies with you on how print, online and even wireless can work together to target appropriate messaging to consumers in ways that match their multimedia lifestyles.

Attendees will learn from Raul Lopez, general manager of Herald.com, how his newspaper site put together a naming sponsorship campaign for Verizon Wireless using print, Email, online and even wireless. He'll walk you through the process of what it takes to make all the piece parts of a cross media campaign work together and how the marketer calculated ROI.

For retail and financial managers, Michael Flannagan, Advertising Sales Director for Cross Media Sales at The Boston Globe and New England Media Group, will share insights on how Target and Sovereign Bank worked with the Globe to integrate multiple properties to meet client needs.

Finding innovative solutions to uncover a substantial volume of highly-targeted consumers who are interested in your products or services is an ongoing challenge for all marketers and advertisers. It becomes even more challenging in our on demand world. This session will discuss new approaches to online customer acquisition where consumers request to be marketed to and marketers pay only for the qualified leads they acquire, targeting strategies across multiple online channels and proven techniques for data collection. By focusing on case study examples participants will learn about first hand accounts of how these tools are driving results.

Considering the growing number of media choices, emerging platforms and the new ways in which we consume media, it’s critical for advertisers to consider the value of audience engagement vs. a simple impression.

Savvy marketers have recently tapped into the online games segment, recognizing this high level of audience engagement and its unique method of embedding brands into game play.

What was once thought of as "casual games", free online game play is being recognized as a highly immersive entertainment experience that attracts HARD CORE players. All key indicators support this audience’s devotion to this content including: time spent, frequency of game play and community involvement. EA/Pogo moderator will provide attendees with an update on the online gaming industry. We’ll discuss some recently conducted user surveys as well as 3rd party research. Our panelists will discuss; the unique benefits of reaching segmented audiences via online gaming, content integration as part of the media mix and successful programs to date.

Location: Exhibit Hall Gallery 8, 8th Floor

Attendees have the opportunity to select ONE from the following FIVE workshop sessions. These specific workshops occur on the afternoon of day one or the morning of day two.

This breakout session will provide attendees with an overview of behavioral targeting - the advantages, the challenges and the future - and will include real-life case examples of how behavioral targeting can be employed to improve online marketing performance and drive business.

Smart marketers know that to run a successful marketing campaign you must drive a consistent message across multiple channels both online and offline. Increasingly search marketing is being viewed as an effective way to tie the pieces together, helping to close the loop. Join search industry experts to explore the direct correlation between non-search promotions and consumer search behavior. Also see case studies that demonstrate how the integration of search can contribute to the success of your overall marketing campaign.

Smart competitors understand the strategic thinking behind paid and unpaid search marketing synergy. Learn to outsmart your competition, boost sales and gain maximum ROI from search marketing - and stick around for the secrets the search engines don't want you to know.

This session features results-driven information including:

Keyword Alignment
High-Growth Budgeting
Search Seasonality Tactics
Linking Strategies
Resource Allocation

Join industry leading search marketing experts Mike Grehan and Greg Ives and learn the profitable strategies that drive traffic and rankings for your company.

In 2005, over $1 billion - nearly 10% of all online display media spending - will benefit from automatic inventory optimization. It works. And "performance media" campaigns are providing "search-level" results for marketers and even greater CPM yield for publishers.

Still, there are hundreds of top websites and marketers who resist CPA and CPC deals because they don’t know how to profit from them effectively. No one wants to risk valuable ad inventory and ad budgets on covert technology, or risk their brand on questionable media tactics.

In this session, we create a level playing field by throwing the doors wide open on how leading optimization technologies work. Optimization has changed dramatically from manual "placement, creative and pixel tracking" methods to automated targeting, analysis and modeling techniques. We will hear from experienced online publishers and marketers who explain both profit and pitfalls.

Marketers will learn how to rank online publishers on optimization effectiveness and predict where their media dollars will garner greater returns. Publishers will discover their "Optimization Score" - An actual estimate of how much their site can benefit from automatic optimization technology right now.

Two types of advertising "buys" dominate the market today - List Price (Rate Card) and Auction. Each has a role to play for both online marketers and publishers and each offers a different value proposition.

List price dominates the buying model for Brand or Premium display advertising and Auction dominates the Search segment and for direct marketing advertising.

This workshop will discuss the issues around these models from a pricing perspective by examining the differentiated value propositions and pricing approaches for each. Critical questions will include:

- Which model enables publishers to capture greater value?
- How should brand marketers think about each pricing model?
- How can value-driven pricing become a critical mechanism for

growth for publishers with differentiated content and audience?