Introduction
It's not easy to succeed in advertising. First, you've got to understand the product and/or the brand. Next, you've got to craft the strategy for communicating that understanding to the right people. Then you've got to implement that communications strategy by plunking down sizable amounts of money for advertising slots on specific media. And finally, you've got to analyze and interpret the results of all that spending and figure out how to tweak the whole shebang to make it work better.
In an effort to make life a little easier, we've assembled a panel willing to share some of their accumulated experience and wisdom regarding that third phase: plunking down money for specific advertising slots.
In a world where most advertisers have learned well the lesson of Prometheus, who was punished with chains and daily torture for giving his knowledge of fire to mankind, we've found a few heroes who will not only talk about categories of websites that are their best places to advertise online, but will actually name names.
Our panel participants include:
- Stefan Bardega, director of digital strategy, MediaCom/BeyondInteraction.com, a global integrated planning and buying agency for international clients such as VW group and T-Mobile.
- Steve Swasey, vice president, corporate communications, Netflix, a game-changing company that reinvented the way people rent movies at home.
- Greg March, GMD, Weiden + Kennedy
This is what they told us:
