Awards GALA Registration is
now open
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Agenda
IT'S THE CRITICAL MIXX:
AUDIENCE. EXPERIENCE. EFFECTIVENESS.
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8:00 AM -
9:00 AM
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Registration and Breakfast
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8:15 AM -
8:15 AM
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Exhibit Hall Opens
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Location: Exhibit Hall
Gallery 8, 8th Floor
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9:00 AM -
9:15 AM
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Welcome Remarks
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9:15 AM -
9:45 AM
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New Marketing Avenues for Madison Avenue
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| Yusuf Mehdi, Senior Vice President, MSN Information Services & Merchant Platform |
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9:45 AM -
10:45 AM
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CMO Panel: Achieving True Marketing Integration in Today’s Increasingly Fragmented Media Landscape
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How do you make a long-lasting impression when your target market is a moving target? Brand titans share their unique collective insight and address the challenges of true integration. Gain timely and actionable advice for orchestrating creative and planning expertise to facilitate a memorable ongoing customer experience across all media. This is a must-see for marketers and agencies alike charged with executing comprehensive and effective campaigns.
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| Jocelyne Attal, Chief Marketing Officer, Avaya |
| Dave Burwick, CMO, Pepsi-Cola North America |
| Eric Kim, VP, General Manager, Sales and Marketing Group, Intel Corporation |
| Moderator: Karen Benezra, Editor, Brandweek |
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10:45 AM -
11:30 AM
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Refreshment Break
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Location: Exhibit Hall
Gallery 8, 8th Floor
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11:30 AM -
12:15 PM
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Cutting Edge Creative For Teens (Part One)
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An esteemed group of agency creative directors are put to the test when they present cutting-edge work designed to appeal to one of the most sought-after demographics--teens. From creativity to effectiveness, these creative directors will be judged directly by the exact consumers they are trying to reach. Don't miss part two tomorrow at 4:30pm when you will hear real-time feedback from the teen focus group on what worked and what didn’t.
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| Juan Pablo Gnecco, Founder & CEO, Studiocom |
| Nick Law, Executive Creative Director, R/GA |
| Rei Inamoto, Global Creative Director, AKQA |
| Alan Schulman,
, Chief Creative Officer, Brand New World |
| Moderator: Ellie Parpis, Creative Editor, Adweek |
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| Sponsored by: |
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12:15 PM -
1:00 PM
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Sponsored Workshop Sessions
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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.
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12:15 PM -
12:15 PM
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Workshop 2:
Fantasy Sports: Where the Potential of the Web is Being Realized by 21st Century Sports Fans
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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.
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| Tim Ware, Sr. Director Product Management, ESPN.com |
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| Sponsored by: |
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12:15 PM -
12:15 PM
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Workshop 3:
It’s all in the Mix: Proven Strategies for Cross-media Campaigns
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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.
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| Raul Lopez, General Manager, Herald.com |
| Michael Flanagan, Advertising Sales Director for Cross Media Sales, The Boston Globe and New England Media Group |
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| Sponsored by: |
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12:15 PM -
12:15 PM
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Workshop 4:
Strategies for B-to-C Online Customer Acquisition in an "On Demand" World
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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.
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| Jere Doyle, President and CEO, Prospectiv |
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12:15 PM -
12:15 PM
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Workshop 5:
The Power of Reaching an Engaged Consumer through Content Integration in the Gaming Segment
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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.
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| Bob Lonigro, National Ad Sales Director, Electronic Arts |
| Jeff Minsky, U.S. Director of Emerging Media Platforms, OMD Digital |
| Beth Taylor, VP/Media Director, Digitas |
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1:00 PM -
2:15 PM
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Lunch
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2:15 PM -
2:15 PM
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Welcome Back
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2:15 PM -
3:00 PM
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Afternoon Keynote
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The Secrets behind Audi’s Art of the H3ist Integrated Marketing Campaign
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| Stephen Berkov, Director of Marketing Audi of America |
| Brad Brinegar, President and CEO McKinney |
| Lee Newman, Group Account Director McKinney |
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3:00 PM -
3:45 PM
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Maximizing Your Communications in a Broadband Environment
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As broadband penetration becomes pervasive and consumers are drawn to sophisticated online advertising, marketers must effectively harness the power of online video or risk becoming irrelevant. This fast-paced expert panel provides every key perspective necessary to be seen and heard in an increasingly crowded broadband environment. Develop a template for implementing and managing each step in broadband messaging including strategic implementation, creative development, distribution and measurement.
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| Dawn Winchester, VP Client Services, R/GA |
| Bart Feder, President & CEO, The FeedRoom |
| Adam Gerber, SVP, Director, Strategy & Innovation, Mediavest Worldwide |
| Bill Nielsen Director of Marketing XBOX |
| Moderator:Jack Myers, Editor & Publisher, Jack Myers Report |
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3:45 PM -
4:15 PM
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Refreshment Break
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Location: Exhibit Hall
Gallery 8, 8th Floor
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4:15 PM -
5:00 PM
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Sponsored Workshop Sessions
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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.
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4:15 PM -
5:00 PM
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Workshop 1:
Behavioral targeting: what it is and what it can be
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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.
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| Eric Eller, Director, Technology Services, Advertising.com |
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4:15 PM -
5:00 PM
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Workshop 2:
Closing the Loop on Multi-channel Marketing
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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.
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| Jason Lehmbeck, Director, Strategic Alliances, Yahoo! Search Marketing |
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4:15 PM -
5:00 PM
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Workshop 3:
How to Align Your Search Marketing Efforts for Maximum ROI
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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.
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| Greg Ives, Paid Search Director, Websourced's Keyword Ranking |
| Mike Grehan, Managing Director, Smart Interactive |
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4:15 PM -
5:00 PM
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Workshop 4:
Unlocking the "Black Box": Secrets of New Optimization Technology - and Making Them Work for You
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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.
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| Moderator: Joe Apprendi, CEO, Falk North America |
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4:15 PM -
5:00 PM
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Workshop 5:
What's it worth to you? Assessing the Value of Advertising Buying Models
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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? |
| Peter R. Naylor, Senior Vice President, Sales, iVillage |
| Todd Teresi, Vice President, Sales Operations, Yahoo! |
| John Tinker, Partner, ThinkEquity |
| Moderated by: Xavier Y. Zang, Executive Vice President, Field Operations, Rapt Inc. |
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5:00 PM -
5:45 PM
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The Next Wave in Ad Insertion for Mobile and Consumer Generated Media
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Portable media, blogs and vlogs are no longer restricted to a limited group of tech-savvy early adopters, but where is the big payoff for brand marketers? Do you buy into someone else's podcasts and blogs or do you talk your way in? Maybe you produce your own. Who will pay for their entertainment on a cell phone and do they want to hear your commercial messages? These bleeding-edge media choices have officially entered the mainstream and advertisers will have to use them with precision. But how should advertising look and sound to make a meaningful impact on the consumer who is - always switched on?
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| Eric Picard, Ad Product Planning, MSN |
| David Adelman, Media Director, Johnson & Johnson Advertising Group |
| John Zaccario, VP, New Media Sales/Customer Marketing, ESPN |
| Jonathan Carson, President & CEO, BuzzMetrics |
| Moderator: Cathy Taylor, Editor, Adweek |
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5:45 PM -
7:00 PM
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Cocktail Party
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6:00 PM -
6:00 PM
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Exhibit Hall Closes
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7:30 PM -
9:00 PM
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Offsite Party - by invitation only
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If you would like to inquire about speaking opportunities at future IAB events click here.
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