print agendaThe rapidly changing digital landscape requires that businesses, partnerships, and even people constantly invent and reinvent themselves in order to stay on the cutting edge. The 2008 MIXX Conference & Expo will focus on that edge and the industry thought leaders who drive it forward every day.
Registration Opens at 2:00pm Sunday. |
EXPO HOURS:
Monday: 7:45am-6:30pm
Tuesday: 7:45am-5:15pm
| 7:45 AM | Registration Opens |
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| 7:45 AM - 8:45 AM | Continental Breakfast Sponsored by: |
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| 8:45 AM | MIXX 2.8: General Session Convenes |
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| 8:45 AM
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Invention & Reinvention: Setting the Agenda Randall Rothenberg, President & CEO, Interactive Advertising Bureau |
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| 9:00 AM - 9:30 AM
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Inventing: Interactive Shapes a New CMO Chrysler LLC has moved to the forefront of the automobile industry in shifting from awareness-driven marketing to a broader web-centric, multichannel communications strategy - and in the process, appointed its first-ever CMO. Deborah Meyer explores how learnings of the digital revolution are helping build stronger relationships with existing customers and potential buyers.
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| 9:30 AM - 10:15 AM
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Reinventing: Relationships for a New Era Hear from the industry leaders behind a historic partnership combining the deep programming knowledge of a Silicon Valley icon and the creativity of a leading advertising agency. This groundbreaking relationship has transformed platforms and services, driven greater efficiencies, and provided a roadmap for collaborative growth throughout the industry.
Tim Armstrong, President, Advertising and Commerce, North America, & Vice President, Google Inc. |
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| 10:15 AM - 10:45 AM | Networking and Refreshment Break Sponsored by: |
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| 10:45 AM - 11:15 AM
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Inventing: The CMO's Calculus Marketers know that their customers - and their competitors' customers - are rapidly moving into interactive media, and that marketing must follow. Yet real goods still need to move in the real world, in real time. How should a leading marketer balance the interactive future with the challenge of selling products today? Hear the CMO of eBay (formerly the CMO of BestBuy) talk about how an experienced marketer makes difficult decisions and strikes a delicate balance by combining R&D and marketing. Michael Linton, SVP & CMO, eBay, Inc. |
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| 11:15 AM - 12:00 PM
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Reinventing: Next-Generation Metrics
Ninety-four percent of the touchpoints from online campaigns that are reaching, engaging and influencing your customers are ignored by the hyper-focus on the last ad or click. In this cutting-edge session, you'll learn how "Engagement Mapping," a revolutionary reporting standard, values every digital touchpoint from awareness to acquisition. You'll learn how advertisers are quantifying the overlap and synergy between their search and display campaigns, and the impact new reporting models are having on their campaign optimization. Young-Bean Song, Sr. Director Atlas Institute, Microsoft Advertising |
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| 12:00 PM - 12:45 PM | Workshops: Tools & Techniques Workshop 1 How to Implement Tactical Branding Strategies Online This session will discuss how to achieve branding success through the online display medium. An advertisement is as effective as its long-term impression on consumers, and for some marketers online has not been the first choice for their brand initiatives. That attitude is largely due to the reliance on click-through data, which illustrates only a portion of ad effectiveness. So, online has a problem similar to that of traditional advertising vehicles. How does a marketer get a sense of brand/product/advertisement recall and maximize ad effectiveness using online media inventory? Presenter: 
Workshop 2 What's Behind Successful Multi-Platform Programs and the Next Level of Cross-Media Measurement ESPN takes you "behind the curtain" of successful multi-platform programs to unveil the development process, best practices and the importance of partnering with clients in achieving goals and delivering results within these complex deals. We'll also present findings from ESPN's proprietary partnership with Nielsen's state-of-the-art Convergence and Fusion initiatives and how they will impact the future of cross-media measurement and these programs overall. Presented by: Workshop 3 The Billion Dollar Research Lab: Cross-Media Insights from the Largest Single Media Event Ever The 17-day 2008 Summer Olympics provides the kind of case study that comes, well, only once every 4 years - and has learnings that are instructive for both publishers and advertisers. NBC Universal spent years planning the reinvention of cross-media measurement and analysis and kicked off this new approach with the implementation of TAMi (Total Audience Measurement Index) during this year's Olympics. NBCU will present cross-platform media usage numbers, including surprisingly high mobile adoption, and what this means to advertisers in a fragmented media world. Presenters: Presented by: Workshop 4 Global Moms Study: Exploring the Media Habits of Today's Multitasking Mothers Worldwide All across the world, Moms strongly influence their families' purchase decisions. OMD and AOL's Platform-A will present new findings on how Moms rely on digital and traditional media to help them juggle family time and "me" time, and how marketers in a global economy can capture the attention of this extremely valuable audience. Presenters: Presented by: Workshop 5 The End Is Near: How the Next Generation of Behavioral Targeting Will Change Traditional Advertising as We Know It There is essentially little difference between how the majority of today's behavioral targeting is conducted and how traditional advertising has been done for generations - consumers who have visited a women's lifestyle site are targeted with a female-oriented product just as women who read Family Circle in the 1950s would have seen detergent and diaper ads. This informative session will address the changing behavioral targeting landscape and how the use of multiple data points - including geo-demographics, payment history, online transactions, offline purchases and surfing behavior - provides a more accurate, deeper understanding of a consumer's propensity to respond to advertising. Presenter: Presented by: |
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| 12:45 PM - 1:45 PM | Networking Luncheon Sponsored by:  |
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| 1:45 PM - 2:30 PM | Workshops: Tools & Techniques Workshop 1
The Future of Behavioral Targeting: Balancing Consumer Demands for Privacy and Data Protection Behavioral targeting is more sophisticated than ever, opening up numerous opportunities for multichannel marketers. However, consumers' concerns about their privacy and their personally identifiable information are at an all-time high. The interactive advertising industry continues to lobby against increased regulation but the debate on the way forward seems far from over. In this panel discussion, you'll get a first-hand view of the Federal Trade Commission's position on behavioral marketing and privacy, and hear the practical realities of the business issues and the leading risk management practices from people who deal in this space on a daily basis. Presenters: Presented by: Workshop 2 Stories from the Front: How Publishers Are Increasing Revenue Through Better Yield Management Publishers have never been under so much pressure to drive revenue growth and yet doing so has never been more challenging. Industry dynamics are causing audience fragmentation, slowed organic growth, and price erosion, while processes and systems remain painfully inefficient. This session will uncover the five ways publishers can increase advertising revenue, offering first-hand examples of how they've been put into practice from some of today's leading publishers. Presenters: Presented by: Workshop 3
The Small Screen's Big Debut: Mobile Marketing Premieres as Rich, Relevant & Timely The typical mobile phone user carries their phone around for an average of 14 hours per day, and 2.3 trillion text messages are predicted to ride the airwaves in 2008. The "Third Screen" with its voice, data, chat, web and entertainment offerings has quickly become the most highly personal, unique and ubiquitous communication device in our society. It?s no wonder that carriers are diligently working to deliver a richer and more relevant content experience and that marketers are embracing mobile technologies as they actively pursue their quest to capture the hearts, minds and dollars of today's consumer. Today's savvy marketers are also trying to capitalize on and harness the potential of mobile communications to more efficiently target consumers with powerful and relevant messages. Presenter: Presented by: Workshop 4 Behavioral Targeting Brass Tacks: Tools, Tactics and Techniques for Improving Performance The increasing popularity of behavioral targeting is the result of its ability to deliver higher performance, for both brand and direct response objectives. But the growth in behavioral targeting has also led to a wider range of vendor choices, technology approaches, definitions and tactics. During this highly interactive session, leading behavioral targeting practitioners will share their experiences and best practices and will invite participants to contribute theirs, in an effort to demystify behavioral targeting and get down to brass tacks about what works best. Presenters: Presented by: Workshop 5 Reaching Your Audience Where They Are - Mobilize Your Brand Mobile advertising is a reality - brands and marketers are doing more than just testing the waters; they are making mobile an integral part of their overall campaigns. More and more brand marketers are engaging deeper with mobile and demanding mobile-first advertising - advertising created specifically for the mobile consumer. Join us for select case studies that will reveal the opportunities and best practices from leading brands. Presenter: Presented by: |
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| 2:30 PM - 5:30PM |
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| 2:30 PM - 3:15 PM |
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| 3:15 PM - 4:00 PM |
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| 4:00 PM - 4:45 PM |
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| 4:45 PM - 5:30 PM |
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| 5:30 PM - 6:30 PM | Networking Cocktail Reception |
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view day two
