The Marketer's Path to Digital Media Excellence (Full Day)

Digital technology has created a chaotic and rapidly changing media and marketing landscape where media decision making is challenged by an increasingly fragmented universe of media solutions, platforms, measurement systems, vendors and agency support models.  Still marketers must be able to find ways to sift through what is relevant to them and their brands in order to drive brand value and the market performance of their media investments.  

The most successful marketers know that to thrive in this modern era of media technology, digital media buying decisions must be tied to marketing strategy.  Yet most marketers do not have the time to become digital media subject matter experts.

This workshop is designed to elevate your understanding of the digital media landscape, and your skill in using a disciplined approach to make smarter strategic and tactical digital media selections and decisions.  Through the use of case studies, real examples, exercises, tools and Q&A sessions, you will learn how to more tightly connect all aspects of digital media planning and buying to their marketing strategy and marketing mix.

This workshop builds on the Essentials of Digital Media Strategy half day workshop by addressing how the digital ecosystem works, exploring the best practices of all major types of digital advertising, and sharing insights on measurement and viewability.    

Who is this workshop for?

  • Executives participating in digital media program development and decision-making who want to better understand how to apply digital media
  • Marketers, along with other marketing-related and support personnel, who want to increase their knowledge of current digital media topics

Workshop Benefits

Increase marketing effectiveness by:

  • Learning how you can make optimal digital media decisions by better connecting to your marketing and media strategy.
  • Focusing digital media decisions and tactics within your media efforts where it best delivers against marketing strategy and objectives
  • De-mystifying programmatic and understanding how and when it may most help your brand

Increase marketing efficiency by:

  • Learning how to use the right metrics to evaluate, analyze, and compare online vs. offline media to better understand relative performance
  • Gaining insight into best practices that shorten testing and learning speeds
  • Learning how smooth out agency workflow by eliminating planning missteps

Improve marketing ROI by:

  • Making digital media choices that are focused on your brand’s marketing and media strategy, producing superior in-market brand results
  • Understanding how to “right size” your digital investments, steering clear of diminished response curves enabling optimal ROI
  • Learning about how to prevent fraud


Download the full agenda here



Steve Palmisano

Steve Palmisano is the founder of AdElevate, a media consulting company he launched in 2012 that leverages his deep experience for clients who do not possess in-house, senior-level media expertise. Steve began his career in media planning at Y&R in 1981, moving to the client side after launching Advil, then the largest Rx-to-OTC launch. Promoted to advertising director for Whitehall Laboratories in 1987, he went on to have many operational responsibilities within the company’s in-house media buying agency. In late 2010, at what was now called Pfizer Consumer Healthcare, Steve reshaped the company’s marketing services vision, which included reporting responsibilities for the Customer Contact Center, Medical Marketing, and a Promotional Review team. Steve is a member of the ANA Faculty who brings with him a long history of collaboratively driving strong dominant brands in both general and multicultural markets.