February 10-13, 2008  |  Hyatt Regency Coconut Point, Florida
Published: February 15, 2008
Master Class C: "Natural Born Clickers"
 

Starcom and TACODA present primary research to identify the demographics and behaviors of heavy clickers.

The invisible hand is a metaphor coined by the economist Adam Smith to illustrate how those who follow their individual self-interest, inadvertently stimulate the economy and assist society as a whole. There has been an invisible hand (or set of hands more like it) that through self-interest have guided the development of online advertising, stimulated it through their innate curiosity and sometimes impulsive natures. This is the tale of a group of people who have had a profound impact on our lives as media planners and buyers. We’ve never known who they are or where they come from. We just knew that they were there, invisible, hiding within the numbers that make up our campaign reports. They are out there right now… doing their thing. THIS is the story of the Natural Born Clicker.

In this Master Class, Starcom and TACODA will present primary research they began back in May to identify the demographics and behaviors of heavy clickers. While they will highlight clickers as whole, they will also focus specifically on clickers of social media. The implications of these learnings are profound when we consider how campaigns are often optimized and paid out through the results of clicks and click-based conversions. The conclusion is the fundamental importance of targeting when employing mass reach online media in addressing the influence of the internet’s invisible hand.

Bios

John Durham, CEO/Managing Partner, Catalyst: SF
Erin Hunter, EVP, comScore;
Kim McCarthy, Manager, Starcom Insights & Analytics;
Greg Rogers, VP Sales Strategy, TACODA


GET THE PRESENTATION

Presenter: John Durham, CEO/Managing Partner, Catalyst: SF; Erin Hunter, EVP, comScore; Kim McCarthy, Manager, Starcom Insights & Analytics; Greg Rogers, VP Sales Strategy, TACODA

Format: Zipped PowerPoint