Date & Time
Starts: Thursday, September 10, 2009 at 10:00am
Ends: Thursday, September 10, 2009 at 2:30pm
Location
Allstate Insurance Company
2775 Sanders Road
G Conference Center
Northbrook, IL 60062
Meeting Notes
I. MEDIA RATING COUNCIL - ENSURING RELIABLE AUDIENCE MEASUREMENT
The Media Rating Council is a not-for profit industry oversight body whose mission is to secure for the industry and related users audience measurement services that are valid, reliable and effective. The Media Rating Council staff presented its purpose, process and value, and informed the ANA Telephone Directory Committee of recent activity related to Telephone Directory Services that was initiated at the behest of the ANA. The Media Rating Council also seeked input from the Committee.
Speakers:
Anthony Torrieri, Senior Vice President, Associate Director - Media Rating Council and David Gunzerath, Senior Vice President, Associate Director - Media Rating Council
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II. CAR-X CASE STUDY - USING RESEARCH TO PRODUCE MOST COST EFFECTIVE YELLOW PAGES CAMPAGINS
In a multi-tasking world, it has become increasingly difficult for advertisers to reach their target audiences. As businesses, now more than ever, have to consider multiple mediums when making ad buys, TMP Directional Marketing's Local Search Usage Study was designed to help advertisers determine the proper media mix. Rich Brayer, Vice President of Marketing - Car-X and Gregg Stewart, SVP of Interactive - TMP Directional Marketing shared a case study on how they were able to use the comScore / TMPDM research to realign Car-X's marketing program and produce more cost effective results.
Speakers:
Rich Brayer, Vice President of Marketing - Car-X
Gregg Stewart, SVP of Interactive - TMP Directional Marketing
Monica Ho, Vice President of Marketing - TMP Directional Marketing
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III. ANA SURVEY RESULTS: HARNESSING THE POWER OF NEWER MEDIA PLATFORMS
Be the first to learn how your peers are navigating the explosion in newer media platforms to drive demand. ANA survey results explored the use of search, social networks, user-generated content, podcasts, blogging, and more. This survey addressed 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.
Facilitator: Marni Gordon, Director, Marketing and Media Committees - ANA
Marketers in Attendance (3)
Janice Lucente, Allstate (Committee chair)
Richard Brayer, Car-X
Amanda Tillman, American Family Insurance
Marketers Via Teleconference (2)
Katie Lillie, Iron Mountain Incorporated
Elnora Palms, U-Haul International, Inc.
Speakers
Michael Flanagan, TMP Directional Marketing (michael.flanagan@tmpdm.com / 212-351-7571)
Monica Ho, TMP Directional Marketing (monica.ho@tmpdm.com / 262-439-3362)
Gregg Stewart, TMP Directional Marketing (gregg.stewart@tmpdm.com / 203-826-8162)
Anthony Torrieri, Media Rating Council, Inc. (atorrieri@mediaratingcouncil.org / 212-972-0300)
ANA Staff
Marni Gordon (mgordon@ana.net / 212-455-8048)