Midwest Digital, Social & Mobile
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Meeting notes are available to current, logged in Members only.
Networking Breakfast - 9:00am - 9:45am
Welcome and Introductions - 9:45am - 10:00am
I. USG AND SOCIAL MEDIA: MARATHON NOT A SPRINT (10:00am-11:00am)
In this session, Garlanda Freeze, Sr. Manager, Marketing Communications - USG Corporation will share a case study on how USG Corporation approaches social media.
Garlanda Freeze, Sr. Manager, Marketing Communications - USG Corporation
II. KELLOGG COMPANY: CAMPAIGN OPTIMIZATION IN A REAL-TIME WORLD (11:15am-12:15pm)
Digital campaigns often miss their target, sometimes delivering outside of the intended geography, gender, age and/or household income. This is why brands and their agencies require third-party verification data to answer critical campaign delivery questions. But, increasingly, marketers don't simply want answers to these questions once a campaign is complete. Indeed, gone are the days of post-buy reporting as we enter a world where real-time verification means the opportunity for timely course correction, less wasted ad spend and overall stronger campaign results. At the end of the day, the faster brands can understand the extent to which their campaigns are delivering, the more money they'll make and the less money they'll waste. Optimizing in real-time is the next generation of campaign measurement, allowing marketers to see whether they're delivering within their target as it happens.
In this session, Kellogg's and comScore will talk about the rapidly-evolving audience verification industry. Specifically, the presentation will include a review of best practices from Kellogg's, who has been working closely with comScore to verify the accurate targeting of their digital campaigns using real-time optimization, an investment that has paid off. The review will include findings from dozens of verification studies, including examples of target demographics being over- and under-exposed, insights for managing relationships with publishers and agencies during a campaign and tips for how to use these insights to make publisher, media and placement tradeoffs throughout a campaign to generate stronger returns.
Aaron Fetters, Associate Director Digital Strategy & Analytics- Kellogg Company
Dan Kidd, Senior Director - comScore Marketing Solutions
III. TWITTER: ENGAGING USERS 140 CHARACTERS AT A TIME (1:00pm-2:00pm)
Twitter introduced its suite of paid media products a year ago, allowing marketers to connect with its rapidly growing user base in new ways. Learn how marketers in many different verticals have leveraged Twitter's ability to drive unique brand / user engagement. From creative to media planning to analytics and measurement...we'll examine cases studies across Twitter's product suite."
Brent Hill, Director of Sales, Central Region - Twitter
IV. ANA SURVEY RESULTS: HARNESSING THE POWER OF NEWER MEDIA PLATFORMS (2:00pm-2:30pm)
Be the first to learn how your peers are navigating the explosion in newer media platforms to drive demand. The debut of exclusive ANA survey results will explore the use of search, social networks, user-generated content, podcasts, blogging, and more. This survey will address issues including usage of new media platforms, spending, measurement/ROI, resource allocation, and integration with other elements of the communications mix as well as comparisons between b-to-b and b-to-c marketers.
Marni Gordon, Director, Marketing and Media Committees - ANA