In a "small plate research session," three experts give their perspectives on new ways to think about interactive automotive marketing as well as marketing in general.

It's astonishing to realize that the universally recognized YouTube only launched in 2006. Today, the dominant user-generated video site has an "Autos & Vehicles" section with 85,000 videos that have earned millions of views – most of them uploaded without any effort or resistance by the OEMs.

With each passing year, the internet transmogrifies into new, exciting and sometimes alarming shapes, with customer behavior moving at light speed and marketers juggling proven online advertising strategies against big-risk experiments that might have even bigger ROI… or not. Most automotive marketers know that display advertising is always a good point of departure, but they also know that there's more to interactive advertising than banners and buttons. But where do you start?

In what we are calling a "small plate research session," three experts share their perspectives on new ways to think about interactive automotive marketing as well as marketing in general. An expert on social media and automotive marketing explains customer buzz, how to engage with it and when to leave it alone before your brand becomes the next UGC Chevy Tahoe misfire rather than the next Super Bowl Doritos triumph. A top-ranked mobile marketer talks about the emerging medium that is already in everybody's pocket but that few have mastered when it comes to advertising. And, a nationally recognized researcher explores how several manufacturers have achieved success – and even lowered the costs of acquisition and retention – using sites and ad networks outside the automotive vertical.

Our own Chief Content Officer moderates the panel.

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Presenter: Brad Berens, Chief Content Officer & Editor at Large, iMedia & ad:tech; Bill Stephenson, VP, Advertiser Solutions, Nielsen BuzzMetrics; Jay Friedman, President, Goodway 2.0; John Hadl, Founder & CEO, Brand in Hand

Format: PowerPoint