From the iMedia Agency Summit keynote "Darwin for a Digital Age: A Look at the Natural Selection of Media" by Eric Bader, senior vice president, director of digital connections, MediaVest.
The constant evolution of media, driven even faster and wider by the proliferation of digital channels, requires agencies and marketers to invent new tools, new models and new ways of defining "what is an ad"?
In this survival of the fittest, a few channels and technologies will vanquish the weak to deliver valuable audiences and accountable results. The winners -- the superior species -- will find the niches, drive interactions and activations, and provide measurement like no others.
This session looks at how media sellers and agencies can achieve true dominance by using digital media to break the marketplace addictions to awareness and branding and deliver superior value from exposure through activation.
Bio:
Eric Bader, who joined MediaVest in April 2006, is charged with overseeing MediaVest's digital investment, product and world-class digital team that stands 35-strong today. He also provides digital leadership throughout the larger organization and serves as a member of MediaVest's Leadership Council. Bader leads the agency's digital work for clients including Coca-Cola, Continental Airlines, Kraft, Masterfoods and P&G, working with his Digital Connections team to provide planning, buying, execution and tracking investment capabilities across a rich spectrum of digital platforms such as advanced television, mobile, downloadable video, broadband and traditional online. A 15-year emerging media veteran, Bader believes that the key to success in an increasingly on-demand world is staying grounded in the fundamentals, building brands and customer value, but also breaking some rules and having fun with the online medium. Prior to joining MediaVest, Bader built a solid legacy of leadership and innovation, most recently at College Sports Television (CSTV) and for years at Ogilvy Interactive.
Note: Our podcast theme was written by Derek K. Miller. Visit him online at penmachine.com.
Special Note: This presentation included a PowerPoint slideshow that is available at the iMedia Agency Summit, December 3-6, 2006 presentation archive. Download it here.
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Speaker(s): Eric Bader, Senior Vice President, Director of Digital Connections, MediaVest
Format: 00:22:38, 10.6 MB, MP3
