Media

This compilation of ANA resources on social media explores ANA survey results, new social media applications, and the issues surrounding the measurement of social media. Case studies from ANA members, such as Skittles and Fiskars, are also included.

Lawrence DiCapua, senior manager, interactive marketing/CRM at Pepsi, discussed how Pepsi partnered with its agency to develop creative and dynamic email templates for internal communication that delivered significant results.

Pete Blackshaw, EVP, digital strategic services, Nielsen, shared a broad spectrum of digital trends impacting marketers today.

Christopher Hosford, senior reporter at BtoB magazine/BtoBonline.com, shared insights, evolving trends, and best practices in search and social marketing, direct marketing, and telemarketing. He also presented case studies in these areas.

Seth Kaufman, director, media strategy, PepsiCo North America Beverages, shared a case study of the Pepsi Refresh Project at the ANA's 2010 TV & Everything Video Forum.

Carlos Dominguez, Senior Vice President, Cisco Systems, Inc., and Marilyn Mersereau, Senior Vice President, Corporate Marketing, Cisco Systems, Inc., discussed Cisco's use of new video technologies.

Shishir Mehrotra, director, product management, Google, shared five trends affecting video advertising today.

After concluding the first two phases of their In-Home Commercial Ratings Test, the ANA’s Television Advertising Committee and The Nielsen Company are working on a potential path for providing individual commercial ratings (also referred to as brand-specific commercial ratings).

Is television really dead? Not according to the findings in a joint survey from the ANA and Forrester. Television budgets, like all media, may have taken a beating in this recession but there are still many opportunities in television and video advertising.

Kira Wampler and Gretchen Harding at Intuit outlined principles for building a highly strategic social and word-of-mouth marketing program that drives business growth.

Rob Garner, strategy director, iCrossing, and Hope Ross, account director, iCrossing, discussed a new web design and strategy that iCrossing developed for Combined Insurance.

Joseph Abegg, brand manager, Miller High Life, MillerCoors LLC, discussed the successful strategy behind Miller High Life's one second Super Bowl ad in 2009.

Marcy Shinder, VP, brand strategy and marketing of American Express OPEN, and Jason Rudman, director, OPENForum.com Strategy and Marketing, American Express OPEN, shared insights on the small business sector and key marketing trends in the 2009 "do more with less" economic climate and discussed the launch of OPEN Forum 2.0.

Scott Berg, director of digital strategy, office of digital strategy for HP, and Sachin Desphpande, founder and CEO of Tapioca Mobile, discussed how HP developed a mobile strategy and outlined mobile opportunities related to retail.

Alison Moore, HBO's VP of brand strategy and digital platforms, discussed how the brand is focusing on broadening HBO's digital footprint by creating content hubs that connect the brand with consumers, connect fans with each other, and provide a unique digital presence.

Patrick Cartmel, managing director, global solutions, Mediaedge:cia discussed the shift from an emphasis on paid media to owned and earned media, case studies on brands who have made this shift, and ways to get started in social media.

Andrew Ward with Comcast and Mark Mitchell and Bruce Dennler with Canoe discussed how they’re working to bring addressable and interactive advertising to national and cable television marketplaces.

Sandy Rogers, managing director and practice leader, customer loyalty practice, FranklinCovey, discussed how marketers can obtain more reliable customer service measures.

Bonin Bough, director, digital media communications, PepsiCo, Inc., discussed PepsiCo’s forays into the social media space via campaigns for Tropicana 50 and Gatorade.

Colonel Casey Wardynski, Director of the U.S. Army’s Office of Economic Manpower, discussed the challenges inherent in marketing the U.S. Army.

Greg Stern, CEO of Butler, Shine, Stern & Partners, discussed how RadioShack rebranded itself as The Shack using both traditional and social media along with events and promotions.

Brand.net COO Andy Atherton discussed how focusing on quality, scale, and value can help ensure page-level quality for marketers’ media buys.

Jordan Berg, founding partner and chief creative officer of Questus, discussed how Suzuki used traditional analytical tools and next-generation social tools to find a new audience. He also presented a case study on the Busa Beats campaigns.

Google chairman and CEO Eric Schmidt discussed how new technologies, creativity, and search advertising will be important as the economy recovers.

Alex Romanovich, founder and CMO, Social2B, discussed the new metrics marketers should consider when calculating the value of their online advertising and social media.

George Janson, managing partner at Mediaedge:cia, discussed the future of the magazine industry.

The Advertising Research Foundation’s (ARF) media effectiveness model is currently being revised to better reflect how consumers process ad messages in today’s heavily digital media environment. Craig Gugel, senior vice president, media analytics, ARF, presented a Toyota Prius case study to illustrate some features of the ARF’s model.

Unilever provided an update on their partnership with Brightline iTV and discussed ways their brands have created a two-way dialogue with consumers through interactive and on-demand television.

Unilever provided an update on their partnership with Brightline iTV and discussed ways their brands have created a two-way dialogue with consumers through interactive and on-demand television.

This Research Report reflects findings of a joint survey from ANA and BtoB Magazine on the usage and best practices among B-to-B and B-to-C marketers of newer media platforms (such as search, social networks, user-generated content, podcasts, blogging, and more). It analyzes spending, measurement/ROI, resource allocation, and integration with other elements of the communications mix.