Jeff Smith, CMO & SVP of Client Services of Vizu will quickly show the results of original research that asked Brands, Agencies and Media nearly 70 questions about the future of online Brand advertising
Jeff Smith, CMO & SVP of Client Services of Vizu will quickly show the results of original research that asked Brands, Agencies and Media nearly 70 questions about the future of online Brand advertising. Among them: What would lead Brands them to increase spending on online brand advertising? Which metrics do Brands, Agencies and Media each think are most appropriate to use to determine the effectiveness of online brand advertising? What changes are coming for various channels for brand advertising? To what extent will brands and agencies substitute online video advertising for television advertising in the year ahead? What are the three most important deliverables agencies are looking for from their media partners re their online brand advertising campaigns?
Aaron Fetters, Associate Director - Global Digital Strategy and Analytics for The Kellogg Company will discuss how he and his team are looking beyond simple publisher response metrics to in-market effectiveness using measures such as brand awareness, purchase interest, and message association in addition to direct response measures. Citing a shift in success metrics similar to what occurred in baseball's landmark Moneyball, Kellogg is combining insights with costs to answer: "How can we get the biggest bang for our buck?" Through case studies, Mr. Fetters will show why, at a campaign level Kellogg brands need to drive optimization decisions in near real-time and explain how publishers can get more of Kellogg's media budget by helping attract more of its consumers' media time.