 | Agenda: How Do Brands Find Their Crowd?digiday:TARGET General Session - June 23, 2010. The W Hotel, New York    WE ARE CURRENTLY PROGRAMMING THE CONFERENCE - PLEASE CONTACT TAMEKA@DM2EVENTS.COM FOR SPEAKER AND SESSION REQUESTS
AGENDA FROM OUR PAST EVENT IN DECEMBER 2009:
8:15am VIP Breakfast Conversation: Targeting Year in Review and Predictions for the Year Ahead: Datran Media Chief Revenue Officer Sean O’Neal will host a star studded panel of online advertising experts and get their feedback on the road behind and the journey ahead. What’ worked in 2009? What did we learn? What’s next? Who will win? Who will lose? What changes? Presenter: Sean O'Neal, CRO, Datran Media
Speakers:
9:00am: Keynote: One Step Ahead. We are witnessing an evolution in the advertising industry. Today’s trends include a shift in innovation from supply to demand, a data-driven media buying strategy, seamless buying and selling across the marketplace and a need for integrated technology platforms. What does this all mean? How can you prepare your business to keep ahead of the competition? Presenter: Bill Wise, Vice President & GM, Display Platforms, Yahoo! 9:30am: Making Cents of The Data Renaissance: Welcome to the new world of data driven advertising. This is not just a fad, or a passing buzz word-- this is your world. Data is the new asset—as much or more valuable than media. Everything is connected, everything is interactive and everything pulls in data. Behavioral, geo, demo targeting. How do smart companies shape their data strategies?
Will Margiloff, Chairman, Netmining
10:15am: The Brand Protectors - How do marketers make their way through the channels and find high quality placements across audience networks today? It is a mad-mad world out there as marketers buy an audiences instead of high quality and controlled contextual content placements. Brands can become vulnerable and wind up in low-grade content that may not be supportive of their brand. Advertisers must proceed with caution when selecting their network partners and where their creative runs. How do brands and advertisers gain visibility and find guaranteed brand protection. Who are the real protectors of the brand? And how can you find them.
Griff Long, Sr. Director Global Carsharing, Connect by Hertz
10:45am: Networking Break
11:00am: Ad Networks: Shaking Out or Shaping Up? The death of ad networks has been exaggerated. Rather than disappearing, ad networks are surviving the advertising apocalypse, mainly because of their ability to give marketers the ability to target by audience, keyword or even key pages. But will their lifespan be shortened in this economy and the changes in the industry spell their extinction? Or is this merely a change for networks to reinvent? Moderator: Warren Lee, Principal, Canaan Partners Kirk McDonald, President, Digital, Time Inc. Jay VanDerzee, Vice President, Teracent Bill Wise, GM, Global Exchange, Yahoo!
11:45am: Spotlight: Making the Offline Connection - Whether you are seeking to identify your best prospects, engage current customers or mobilize brand evangelizers, offline data can help. How do you know what type of data you can trust? Where can you find it? AdAdvisor, powered by TARGUSinfo, has built a business around helping companies reach their ideal prospects with leading patents and technology around acquiring, verifying and applying data both online and offline. Learn easy steps to help find your ideal targets and drive performance of brand and direct campaigns. Presenter: Ingrid Sanders, Director, AdAdvisor, TARGUSinfo
1:30pm: Social Media Targeting: The Biggest Sandbox: Social Media Targeting has been deemed by many as the ultimate step in behavioral targeting. Our online relationships and habits across the social landscape speaks volumes. But the resulting data can be overwhelming. As good as it sounds in theory, can brands make sense of the flurry of activity? As brands learn how to profit from online friendships and connections, how will they apply these findings? As they do, will there be a consumer backlash? What best practices should social behavioral practitioners establish?
Speakers: 2:00pm: Spotlight: Consumer Education is Key: Cracking the Audience Targeting Myth: The industry agrees that audience targeting delivers great results for advertisers and publishers. However, another party has still not signed off: consumers. What do they really think about audience targeting? Consumers are the ultimate end users and beneficiaries of audience targeting, and whether they know it or not, they are receiving a more relevant ad experience because targeted advertising. Educating consumers is the key to finding a balance between consumers demand for keeping the Internet free, and their expectations of appropriate privacy controls. Presenter: Jeff Hirsch, President & Chief Executive Officer, AudienceScience 2:15pm Networking Break
2:30pm The Power of Translation: Bridging the Gap Between Traditional and Digital Media: This is a session that will explore how measuring Reach/Frequency across digital media enables us to compare it to traditional media. Presenter: Morris Martin, Analyst, Microsoft Advertising Institute
2:45pm: The Targeting Arc Across Media: As media channels evolve and fewer consumers are tied to their desktops, targeting also is challenged to reinvent. How do providers connect the dots? As money shifts from traditional media to digital, can targeting extend its reach across platforms-- TV, online, email, and print? And as the money migrates from traditional media to digital, will the data follow? How does offline data translate to online audience?
Speakers: Anthony Mazzarella, Director, Fox Audience Network
3:30pm: Our Last Clear Chance: Is Government Regulation Imminent? When key government officials tell the online advertising business that we’re down to our last strike, its hard not to take notice. What standards do regulators and legislators want the online media world to adopt? Why is online media on the hot seat while other industries seemingly are not? And what is the potential impact of increased governmental regulation and scrutiny? Come hear an industry veteran’s take on the future of the business of interactive ad targeting- and how what’s going on DC is going to shape your business over the next decade.
4:00pm: How To Turn Data into Dollars: 2010 is the year of using data to reach audience – its key to increased performance and ROI. When data is used efficiently and effectively it can drive value by selling audience and not just inventory, as well as increase sales by delivering advertisers the precise audience they’re after. However, there are a number of associated technology challenges with harnessing data. In this session you’ll learn how to use the Rubicon Project’s technology and extensive Internet reach to deliver exactly what customers want - targeted, relevant audience. Presenter: Josh Wexler, VP of US Publisher Development, The Rubicon Project
4:15pm: Forget Targeting. Here's The Target: Research shows that consumers expect advertisers to find them with relevant messages, content and advertising. Companies who miss it risk missing not a technological victory, but a customer victory. This panel will show the research that proves the targeted approach is the right one and predicts the customer segments that will be the most receptive as technology solutions get sharper.
Elizabeth Glagowski, Managing Editor, 1to1 Media
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