October 21, 2002 - IAB Member Meeting*
* This event is offered exclusively to IAB members.Register to attend the meeting Integrated Sales: Creativity and Innovation Today more than ever, publishers need to sell from the perspective of integration with the cross media objectives of clients. Interactive sales people need to understand what marketers are looking for and how to position Interactive as "the active ingredient" in the overall marketing mix. This year's agenda will include a focus on real talk from real marketers. What are their marketing objectives? What research and data do they require to make buying decisions? What research is currently available that helps marketers understand the Interactive value proposition? What myths need to be debunked? And how does Interactive take its rightful place alongside traditional media? Learn how publishers have applied creativity and innovation to compete for marketing dollars. Understand new formats and how they can be used in packaging a compelling program for marketers. Develop sales strategies that provide compelling solutions to buyer's goals.
Agenda - October 21, 2002
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| 8:15am - 9:00am | Registration and Breakfast
| | 9:00am - 9:15am | Welcome and Opening Remarks
Greg Stuart, CEO, Interactive Advertising Bureau
| | 9:15am - 9:45am | Keynote Address - Beyond 2003: Meeting the Challenge to Change
Shelby Bonnie, Chairman & CEO, CNET Networks
| | | IAB Interstitial: Search
Tim Armstrong, VP Advertising Sales, Google
David Karnstedt, SVP and GM, Direct Business, Overture
| | 9:45am - 10:45am | New IAB Research: Marketing Mix Research Phase 2 Topline Results
Phase 1 of the IAB's groundbreaking $1 million research project on Marketing Mix optimization found that incremental spending on interactive yields a greater lift to campaign objectives than other media. Here the IAB rolls out Phase 2 of the project, with findings tackling where online really fits into the marketing mix. With comparative Online and Offline ROI results from fast food, auto, and, toothpaste, this research will change the way that marketers look at Online advertising. A roundtable discussion immediately afterwards will key on how to incorporate this compelling new data into sales strategies. When to use online versus offline advertising? How to budget for online advertising? How can sales forces apply research as a selling tool? Moderator:
Greg Stuart, CEO, Interactive Advertising Bureau
Panelists:
Rex Briggs, Principal, Marketing Evolution
Wenda Harris Millard, Chief Advertising Sales Officer, Yahoo
| | | IAB Interstitial: Classified Advertising
| | 10:50am - 11:00am | IAB Update: Interactive Branding Campaign
Kelly Colbert, Vice President of Marketing, Interactive Advertising Bureau
Tom Stein, Partner, President & CEO, Stein Rogan + Partners
| | 11:00am - 11:30am | Refreshment Break
| | 11:30am - 12:15pm | Bringing Traditional Advertisers Online: Strategies for a Rising Tide
It's no secret that the ground to regain in interactive advertising must come from converting traditional advertisers. Publishers' sales forces peddle the benefits of cross-channel integration, and one research report after another extols the virtues of exploiting interactive elements from awareness through retention. The case for integrating online in the media mix is building fast and firm. What must we as an industry do to secure Interactive's place among other advertising channels? How can the industry combat the ROI double-standard responsible for advertiser skepticism? When the markets and consumer confidence rebound, how can publishers prepare to capture the inflow of advertising dollars? Moderator:
Rich Lefurgy, General Partner, Walden VC
Panelists:
Sarah Chubb President, CondeNet
Randy Kilgore Executive Director of Sales, Wall Street Journal Online
David Moore Chairman and CEO, 24/7 Real Media
Jim Spanfeller President and CEO, Forbes.com
Tom Sperry, CEO, Atlas DMT
| | | IAB Interstitial: iTV Advertising
| | 12:20 - 1:00 | Creative Packaging: Speaking to Marketers in their own Language
More and more publishers need to build value, rather than cut rate cards to gain marketers' attention and ad dollars. This panel will present innovative ways that businesses have "repackaged" to meet marketer needs for customization and innovation. What innovations have publishers discovered to optimize advertiser commitments? Can repackaging allow for both larger media buys and premium pricing? How? In what ways can publishers learn to build inventory solutions proactively, to better meet buyers' interests? Moderator:
Denise Garcia, Research Director, Gartner G2
Panelists:
Tim Armstrong, VP Advertising Sales, Google
Daniel Ciporin, CEO, DealTime
Tim McHale, CEO, Underscore Marketing
| | 1:00 - 2:00 | Lunch
| | 2:00 - 2:10 | IAB Update: Quarterly Interactive Advertising Revenues
Pete Petrusky, Media & Entertainment Group, PricewaterhouseCoopers LLP
| | | IAB Interstitial: Interactive Broadcasting
| | 2:15 - 2:45 | Advancing the Industry
2002 may well be remembered as the year that publishers launched a series of initiatives designed not just to increase their own revenues, but to help interactive advertising secure its rightful place among other channels in the media mix. Hear what industry leaders are doing to increase your opportunities as well as their own.
Moderator:
Kelly Colbert, VP of Marketing, Interactive Advertising
Panelists:
Dave Beaupre, Director of Internet Sales, Washingtonpost.com
David Karnstedt, SVP and GM, Direct Business, Overture
| | | IAB Interstitial: Wireless Advertising
| | 2:50 - 3:00 | IAB Update: Terms and Conditions 2.0
| | 3:30 - 4:00 | Afternoon Break
| | 3:30 - 3:40 | IAB Update: Research and Frequency
| | 3:40 - 4:30 | Online Advertising: Present and Future
See the latest data from leading research and measurement firms, and hear their perspective on the direction the industry is headed.Moderator:
Masha Geller , Editor-in-Chief, MediaPost
Panelists:
Rudy Grahn, Senior Analyst, Jupitermedia
Bill Rose, VP and GM, Arbitron Webcast Services
Geoff Ramsey, CEO, eMarketer
| | | IAB Interstitial: E-mail Advertising
| | 4:35 - 4:45 | IAB Update: Committee Participation and Progress
Adam Geller , Director of Industry Initiatives, Interactive Advertising Bureau
| | | IAB Interstitial: Sponsorship
| | 4:50 - 5:30 | Your Best Sales Idea in 3 Minutes or Less
Have you found a way to push traditional advertisers off the fence? Motivate your sales force without sending everyone to Aruba? Extend short-term trials into long-term business relationships? Fellow members share the wealth.
| | 5:30 | Closing Remarks
Greg Stuart, CEO, Interactive Advertising Bureau |
For information or complete details on exhibiting or any sponsorship opportunity please contact Rob Dougherty at adforum@jupitermedia.com or (203) 662-2963. Registration questions please contact our Registration Department at registration@jupitermedia.com or (203) 662-2857.
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