Media
Cross-Platform Advertising: Are All Exposures Equal?
David Kaplan, SVP, Research & Product Development, Nielsen IAG, shared insights based on Nielsen IAG's online advertising effectiveness measurement.
Achieving Customer Centricity: Driving the Future Evolution of Retail
Alexi L. Sarnevitz, Senior Director Retail Strategy Global Retail Practice at SAS Institute, discussed how marketers can use retailer customer centricity to drive sales and presented case studies of successful retailers.
Canoe Ventures—Redefining Television
Mark Mitchell with Canoe Ventures gave an update his company's progress on collecting data on television advertising and its vision for the future.
The Changing Face of European Television
Frances Dovey, Interactive & Emerging Media Manager, Cadbury, and Robert Dreblow, Marketing Communications Director, World Federation of Advertisers, discussed the rise of VOD and interactive TV in the UK. The discussion featured a case study by Cadbury and the results of a WFA survey on non-traditional TV activities.
Final Say: Customers to Community
In this article Anne Lewnes,SVP, Corporate Marketing, Adobe Systems Incorporated talks about the different ways Adobe has engaged their customers.
Media Trends: Two Thumbs Up
This article explores how advertiser including Lexus and Sprint are using cinema advertising to send their brand messages to consumers.
Digital Solutions: Community Effort
This article discusses how online communities established by Welch Foods and Hallmark Cards are being used by marketers to gain valuable insights.
Google's Strategy: Trends for all Marketers
Penry Price, VP, Advertising Sales, North America, Google Inc., shared Google's eight digital trends that are applicable to all marketers.
Member Case Study: Sears & Google TV Ads
Perianne Grignon, VP, Media Services, at Sears, shared the results of Sears' recent test with Google TV's ad auctioning system.
YPA Update on Syndicated Audience Measurement Research
Written by Neg Norton, YPA President, this letter provides an update on various initiatives underway in the Yellow Pages industry to provide national advertisers with superior transparency and proof of value information through increased use of, and access to, call tracking studies.
Longitudinal Media Experience Study
The Longitudinal Media Experience Study is a single source, occasion-based monitor of cross-platform media consumption. This presentation details the methodology and key findings from the first wave of research.
Google TV, Radio, & Print Ads
Mike Steib, Director of Google TV — Google Inc. explores ways media has effected how marketers create and use audio, print and TV ads.
Five Trends Shaping Digital Marketing
Google Director of New York Advertising Sales Tim Castelli shares thoughts on the current trends shaping digital marketing, including the ways in which offline events drive online behavior and the importance of having your message accessible to customers 24/7.
Breaking with Tradition
The ongoing emergence of digital channels has changed the connection between marketers and end-users and has indeed shifted the importance of various marketing capabilities and functions. In this article Bob Barrett discusses work being done by companies on the cusp of this transition and highlights several findings from the ANA white paper, "Marketing and Media Ecosystems 2010."
Seven Ways to Rock Online
Erika Nardini, Director of Worldwide Branded Entertainment at Microsoft, offered best practices for using online media to build brands.
Television Creative Benchmarking Using Actual Second-by-Second Viewing Data
Speakers from Media IQ shared the metrics for three types of campaigns: product versus lifestyle messaging, new campaign versus previous campaign, and multiple executions with a campaign.
HD — What's Really Behind the Curtain?
Neil Nguyen, EVP, Sales and Operations, DG FastChannel, and Nate Frink, VP, Operations, West, DG FastChannel, discussed the changes and challenges that advertisers and broadcasters will face when the mandated conversion to HD is complete.
Online Entertainment Content Development — Be Ready for 2008 and Beyond
The CEO of 60Frames Entertainment, Brent Weinstein, discussed the company's commitment to content creation and development for advertisers spanning multiple platforms such as video portals, social network, Web sites, mobile, and emerging broadband outlets.
Best Practices: Compete for Consumer Attention
With DVR use on the rise and competition for consumer attention at a fever pitch, marketing expert Peter Koeppel, president of Dallas-based Koeppel Direct, offers tips to advertisers hoping to connect with consumers
Yellow Pages Industry Directory Usage Measurement
A predictive model approach has been newly introduced into the Yellow Pages research community by Directory Share Ratings (DSR) that requires scrutiny as to the adherence to ARF guidelines for audience measurement. A review of the prediction model methodology employed by Directory Share Ratings raises some important issues/questions about the reliability and robustness of their data.
