A 15-minute deep dive on the future of targeting, followed by a series of four eight-minute case studies on next-generation targeting abilities, the role of search in targeting, and privacy. Bob DeSena will lead the audience in a five-minute conclusion to make sense of it all.
"The Science and Art of Targeting"
Niche is the new black. Data is the new currency. Advanced targeting solutions are the critical new tools for effective communication. What are the differences, the strengths, and limitations of the various targeting methodologies? What is the next phase in discovering and leveraging a holistic view of the consumer? Why does a media professional today need the skills of an analyst and the instincts of a journalist?
"The Influence of Search on Display Targeting"
Search history is the ultimate intent-driven database. The relationship between search and display has been studied, and dissected every way possible. How can two distinctly separate disciplines come together? How does defined intent text work with graphic influence? Years of research and practical application have to mean something for marketers, or is it another trick for publishers to sell more display ads?
"Privacy, Don’t Touch the Third Rail"
Privacy has been an industry issue for years, but most of us haven’t had an immediate reason to care about it. This week, the FTC will meet to discuss regulation of interactive advertising. The future of the industry could be up for grabs. What can we do? Self-regulation has been a mere catch phrase, but the time is now. Learn smart moves to keep yourself, your company, and your clients safe.
"Mobile Marketing Targets Consumers Where it Matters Most"
Advanced online targeting or a mobile marketing campaign? Which campaign will drive higher audience engagement and purchases? Results from a household snack brand were refreshing and tasty. Mobile not only outperformed online participation, but the process provided the brand with a deeper understanding of its audience target. Key learning: Mobile marketing effectively targets niche consumers and drives engagement.
"The Next Generation of Behavioral Targeting"
Boost conversions and overall ROI by taking the proven principles of behavioral targeting to the next level with extensive data, sophisticated algorithms, and a true understanding of a brand’s ideal audience. Learn how a major retail brand collected and analyzed its consumer activity, while integrating in other data sources to build highly targeted segments, and deliver tailored messaging to ideal audiences – and efficiently drive sales.
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Presenter: Bob DeSena, Kevin Ryan, Mark Naples, Amielle Lake, Jeremy Mason