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Keynote: Online: The Engine of Growth in the Travel Media Mix - (375KB)
Scott Deaver, EVP of Marketing for Cendant Car Rental Group – including Avis and Budget – explains how he’s driven the growth of online advertising in both Cendan’ts “mass media” and direct marketing budgets, while constantly tying expenditures back to the bottom line: car rentals.
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Insight: Understanding Audiences Across Media - (1.4MB)
Rob Wolf, EVP of Strategy for IMS-- the largest international provider of information systems for the advertising industry – addresses the integration of online media into its cross-media evaluation and allocation tools.
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Insight: Cross Media Optimization - (1.9MB)
Rex Briggs, Principal at Marketing Evolution and architect of the IAB’s Cross Media Optimization Study. discusses the most recent findings from Colgate and Kimberly Clark.
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Insight: Database Marketing and CRM in Real Time (15.4MB)
Reckitt-Benckiser –maker of Lysol, Jet-Dry and Woolite -- is building direct relationships with its consumers and prospects, personalizing interactions and tracking true ROI through a global, multi-brand interactive database marketing program. Along with solution provider e-Centives, they share their strategy and results.
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Insight: Getting Real about Mobile Marketer (1.2MB)
Brian Hill of Mobliss – a leading wireless solution provider and leading member of the Mobile Marketing Association – discusses the emergence of SMS as a major marketing tool, and explains why this time – we swear – wireless is for real.
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Discussion: Anatomy of a Plan
Neil Perry of McDonald’s (Presentation 2.8MB) and Kathy Riordan of Kraft Foods (Presentation 3.3MB) take you “inside the boardroom” and showcase the strategic thinking around specific campaigns, how online fit into the picture, and what other interactive marketing tools were put to use. Moderated by Upstream Group President Doug Weaver.
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Insight: Cross Media Reach/Frequency Case Study
This segment previews a DoubleClick, Nielsen//NetRatings, IMS study of cross-media reach and frequency using actual campaign data from major marketers. The presentation focuses on an American Airlines campaign, and also provides an overview of Kraft and Subaru brand findings.
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Insight: Nextel...The Evolution of a Direct Marketer
This multi-year study highlights Direct Marketer Nextel's increasing commitment to online advertising and its concurrent growth in the use of rich media (including Unicast Superstitial® ads) to achieve its goals and improve ROI. The evolution of Nextel's strategy and creative executions will both be showcased. Presented by Ted Moon, Nextel's Senior Manager of Interactive Media, and Unicast CEO Dick Hopple. |
