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Agenda* - Wednesday, October 23, 2002
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| 8:00am | Breakfast
| | 9:00am | Morning Remarks
| | | | 9:10am | Jupiter Research Insight: The State Of Creative
The year 2002 is the year that "beyond the banner" finally reached critical mass. This year was the year of bigger, faster, louder, more in terms of creative placements online. Which formats made the greatest impact? How can marketers measure the impact and cost-effectiveness of lay-overs, pop-ups, pop-unders, DHTML, superstitials, interstitials, take-overs, and skyscrapers? Are we taking a step towards or away from online advertising standards. Jupiter Research Analyst Gary Stein reviews the year that has been and the year to come.Speaker:
Gary Stein, Analyst, Jupiter Research | | | | 9:30am | Morning Keynote: Ghost in the Machine: Looking Glass onto the Knowledge Class
Agencies must professionalize online advertising into just another channel but doing only that, they do themselves, their clients and online media a disservice. By understanding the online space as a socio-historical reality, they could capture the leading edge of post-industrial society. What Peter Drucker calls the knowledge class is building the online world according to its own values and using it to achieve its own goals. This socio-economic stratum is the ghost in the machine. Agencies have a huge opportunity to embrace this global supersegment, never before either visible or addressable. They must adapt their methods to fit the medium and help others do the same, rather than force the medium to conform to existing, restrictive models. Speaker:
Len Ellis, Executive Vice President, Enterprise Strategy, Wunderman
| | | | 10:00am | Exhibit Hall Opens | | | | 10:15am | Agency Essentials: Prospering in Today's Market
Prospering in a challenging and evolving market means that agencies have been rethinking all elements of their organizations and operations - from pricing to image and beyond. Hear from agency representatives whose creativity has allowed them to survive and thrive by reinventing the answers to question such as: - How should interactive capabilities be positioned and showcased to win new business?
- What services must agencies offer in order to remain indispensable to their client base?
- How will the spectrum of agency services evolve in the year ahead?
- What kinds of services and offerings should marketers be looking for when choosing an agency partner?
Speakers:
Charles Courtier, Worldwide Executive Chairman, Mediaedge:cia
Carl Fremont, Senior Vice President, Digitas
Mark McLaughlin, Managing Director, Euro RSCG Circle
James A. Warner, President, Avenue A/NYC
Chris Elwell, Vice President and General Manager,Online, Jupitermedia Corporation
| | | | 11:00am | Morning Refreshment Break
| | | | 11:30am | E-Mail Marketing Optimization: Improving Revenues Through Behavioral Marketing Tactics
Jupiter Research estimates that by 2006, e-mail marketing spending will increase to $9.4 billion and SPAM e-mail will reach a high of nearly 1,400 messages per person. Consequently, marketers must develop more efficient e-mail marketing campaigns. In order to stay relevant marketers must create highly targeted and timely content based on consumer behavior. - What kinds of companies have seen success utilizing advanced marketing tactics and behavioral data? What seems to be working and why?
- What data sets and tools are available to help marketers collect behavioral data?
- How should this information be organized and utilized throughout an organization?
- What are the costs associated with deploying these advanced tactics?
Speakers:
Jared Blank, Senior Analyst, Jupiter Research
Patrick Byrne, CEO and President, Overstock.com
Bridgette Boudreau, E-Commerce Marketing Manager, Eddie Bauer
Rob Friedman, Managing Director of Personalized Marketing, American Airlines Interactive Marketing
Ed Henrich, Vice President, Client Services, Yesmail
David A. Zucker, Ph.D., Director, Marketing Information, Martha Stewart Living Omnimedia
| | | | 12:15pm | | Industry Snapshot: Automotive |
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Online advertising including classifieds within the automotive industry will explode from $409 million ($312 + $97) spent in 2001 to $2.2 ($2034 + $206) billion by 2006. In 2001, manufacturers increasingly utilized the interactive power of the internet as a marketing tool with the roll-out advertainment as well as integrated TV, print and online campaigns. A shift towards more localized dealer advertising as well as one-to-one will be visible in 2002 going into 2003. Speaker:
Julie Ask, Analyst, Jupiter Research
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| 2:00pm | Touchpoint Innovations: Impacting the Consumer Without Advertising
Reaching the brand loyalist online requires marketers to consider all possible communications options, not just off-the-shelf solutions. Some top tier marketers, including BMW and Starwood Hotels are embracing more creative methods including chat, PR, soft-branded content and online consumer outreach to drive value to the enterprise.
• How easily are consumers influenced by marketers' efforts to shape brand perception?
• Do marketing innovations work as a stand alone effort or do companies need to integrate these online campaigns with their other channels?
• What is the role of interactive agencies and publishers in facilitating execution of "non-traditional" campaigns? Speakers:
Peter Blackshaw, Co-Chairman and CMO, PlanetFeedback
Staffan Engdegard, Senior Analyst, Jupiter Research
Marc Schiller, CEO and Co-Founder, ElectricArtists, Inc.
Adi Sideman, Co-Chairman, CEO, Oddcast
Matt Ringel, Executive Vice President, YaYa
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| 3:00pm | Industry Snapshot: Retail
The online retail industry has been, in no small way, responsible for the highs and lows experienced in the online advertising business. However, online retailers, dominated by multi-channel retailers, have begun to emerge from their shells but will not allow themselves to be taken advantage of again. What types of advertising deals are online retailers interested in today? Do multi-channel retailers believe that the Internet can drive business to their stores? How are online retailers allocating their online advertising budgets? How do those budgets compare to last year? Speaker:
Juliana Deeks, Associate Analyst, Jupiter Research
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| 3:15pm | Jupiter Research Brand Bullets:
Jupiter Research analysts, along with a panel of industry experts, will share examples of recent marketing campaigns from 20 top brands. Find out what worked, what did not work, and why. Moderator:
Rudy Grahn, Senior Analyst, Jupiter Research
Speakers:
Doug Knopper, VP and General Manager, Online Advertising, Solutions, Doubleclick Inc.
Seana Mulcahy, VP, Director of Interactive Advertising, Mullen
Tim Munoz, Partner, Prophet
Nick Nyhan, President, Dynamic Logic
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