|Agenda* - Tuesday, October 22, 2002|
|9:10am||Jupiter Research Insight: The Outlook for Online Advertising|
How has the most challenging advertising economy in over 50 years impacted the growth of online marketing? The combination of sustained online population growth, increased broadband penetration, media consolidation and general economic recovery will lead to long term growth. As ad budgets are scrutinized in every medium/channel, how will the Internet regain its growth momentum among traditional advertisers? What categories hold the greatest hope for near term growth? What placement types and buying models are holding and growing advertiser interest? This presentation will include Jupiter Research's latest statistics on advertising spending by creative model and industry category.
Pat Keane, VP and Senior Analyst, Jupiter Research
It's All About Results - Hitting the Target that Everyone is Aiming For
Google Chairman and CEO, Dr. Eric Schmidt discusses the power of targeted, keyword advertising; Google's approach to the hottest segment of on-line advertising; and the role of technological innovation in on-line advertising.
Dr. Eric Schmidt, Chairman and CEO, Google Inc.
|10:00am||Exhibit Hall Opens|
|10:15am||Morning Refreshment Break|
|10:45am||The Case for Interactive In Multi-Channel Advertising: The Research Premiers|
This session will feature debut presentations of two research projects that add to the growing body of proof that interactive can add significantly to performance of multi-channel advertising campaigns featuring both traditional and interactive media components.
The Internet Advertising Bureau will debut the second phase of its ground-breaking media mix optimization research project. This presentation details the most comprehensive exploration to date into where online fits in the marketing mix. It expands upon the case made in phase one which conclusively showed the benefits of interactive. ROI results from multi-channel campaigns for fast food, cars and toothpaste will be discussed in-depth in a public forum for the first time.
MSN will unveil results of its own efforts to help marketers justify including interactive in their media plans. The presentation documents examples of strategies and tactics that have improved the ROI of multi-channel advertising campaigns. It reveals findings from MSN's comprehensive project to catalog the large and growing body of research and case studies supporting use of interactive in multi-channel campaigns.
Rex Briggs, Principal, Marketing Evolution
Jeffrey Graham, Vice President of Client Development, Dynamic Logic
Jeff James, Director, MSN Industry Marketing, Microsoft
Neil A. Perry, Internet Marketing, McDonald's Corporation
Rudy Grahn, Senior Analyst, Jupiter Research
|Industry Snapshot: Banking & Brokerage|
Jupiter Research survey results show that the number of online financial services customers responding that "I did not trade any stock, bond, or mutual fund in the past 12 months" jumped from 58% in summer, 2001 to 76% in summer, 2002. Even among those who reported placing trades in the prior 12 months, those who report having placed such trades using the Internet dropped from 50% to 44%. Brokers should be advertising now less for new customer acquisition, and more for reminding current customers that the firm still exists.
Rob Sterling, Senior Analyst, Jupiter Research
|1:30pm||Afternoon Keynote Address: Are Your Consumer Marketing Programs E-relevant In The New Information Economy?|
Multitudes of consumers are changing their buying habits, their decision making process, even their purchasing behavior because of accurate and penetrating insights gained through the "living dna" of global information and entertainment: the world wide internet. As internet knowledge thunders out of pc displays, lcd tv's, cell phones even pda's, it is quietly hyper-changing the demographics of brand and product adoption, forever.
The world wide web is also a publishing tsunami that is out muscling other editorial mediums designed to enhance and advance brand building chores. With it's hyper-speed and narrow targeting capabilities, the internet should be viewed as the central organizational platform for integrated marketing and communications programs. Equally as important are the approach and balance of such internet marketing initiatives, which like the internet itself, must appear to be designed and pulled by the consumer, not created and pushed by the marketer.
Given that the Internet is truly the structural foundation for consumer brand building within the new information economy, I ask again: "are your integrated consumer marketing programs e-relevant to you?... are they e-relevant to your consumers?..."
Peter Weedfald, Vice President, Strategic Marketing, SENA, Samsung Electronics, Inc.
|2:15pm||Publisher Innovations: Meeting Advertisers' Needs With Creative Solutions|
Publishers responded to a challenging market with unprecedented creativity and risk-taking. Pop-ups, pop-unders, roadblocking and arresting rich media all rose from guerilla to mainstream advertising tactics. Advertisers continued to seek high-impact media and creative treatments, and were more willing (read as "insistent") than ever to test the limits of the channel.
- What are this year's big ideas from publishers?
- What role should the agency play in the development of these creative solutions?
- How well do publisher innovations anticipate consumer behavior? Do any actually cater to it?
- Which innovations are already spurring advertisers to action, and which are the under-appreciated sleepers?
Todd Anderman, SVP Sales, American Greetings
David Card, Vice President and Research Director, Jupiter Research
Scot McLernon, Executive VP Sales and Marketing, MarketWatch.com
Martin Nisenholtz, CEO, New York Times Digital
Debora Wilson, President and Chief Executive Officer, weather.com
|3:15pm||Afternoon Refreshment Break|
|3:45pm||Innovation vs. Intrusion: Finding the Right Balance|
The quest to improve the effectiveness of interactive campaigns has led agencies and publishers to toe a fine line between delivering results for clients and risking the audience's wrath. Homepage takeovers, pop-ups, audio and other innovative and intrusive creative executions have all proved effective but have also generated user complaints.
- How are marketers and agencies balancing the short-term lift in ROI versus the potential long-term harm to reputation and brand?
- How are publishers assessing audience reaction to innovative creative executions?
- What kinds of feedback are publishers and marketers hearing from consumers? How should this feedback be utilized?
- Will consumers grow to accept intrusions online in the same way they grew to accept TV and radio commercials?
- Are these means of muscling their way into consumers' attention spans an effective way of changing behavior? Or are they evidence that advertisers are still trying to get the Internet to behave like TV?
Vanessa Benfield, Senior Vice President, Sales, iVillage Inc.
Jeff McFadden, President and CEO, The Gator Corporation
Michael Sands, Chief Marketing Officer, Orbitz
J.B. Sugar, Director, Online Advertising, TV Guide Media Sales
Rebecca Lieb, Executive Editor, eCommerce/Marketing Channel, internet.com, a division of Jupitermedia Corp.
|4:45pm||Reach Vs. Frequency: Calculating Standards for Online Advertising |
Brisk consumer adoption of the Internet has quickly turned it into a mass reach vehicle on par with broadcast and print. As advertisers continue adding online advertising into the marketing mix, adoption of traditional reach & frequency metrics to online media planning and buying is increasingly seen as essential to remain competitive.
- What unique internet dynamics impact adoption of traditional media planning parameters?
- Can the internet be competitive with offline media for ad budgets without standardized reach and frequency media planning metrics?
- What tools have marketers successfully employed to date in bringing traditional reach and frequency based planning online?
Rudy Grahn, Senior Analyst, Jupiter Research
|Industry Snapshot: Travel|
Online travel agencies have traditionally used online advertising to target leisure travelers by touting the low fares found on their site. Airlines, hotels and auto rental sites, however, should seize the opportunity to use online advertising to target the business traveler by promoting site features that make the travel experience more streamlined
Jared Blank, Senior Analyst, Jupiter Research