Jupiter Advertising Forum, NY, July 30-31, 2003

Agenda* - Wednesday, July 30, 2003

Exhibit Hall Hours: 10am - 5:30pm

7:30am - 6:00pm

Registration

9:00am - 9:10am

Opening Remarks

9:10am - 9:30am

Jupiter Research Insight: The Outlook for Online Advertising
How has the most challenging advertising economy in over 50 years affected the growth of online marketing? Led by paid search, new ad forms, and better inventory control, the US online ad market has started to bounce back. Spending scrutiny on all channels coupled with nascent cross-media effectiveness measurement is showing where the Internet best fits in the media mix. What categories and formats will show the most near-term growth? What placement types and buying models are holding and growing advertiser interest? This presentation will include Jupiter Research's latest statistics and forecasts on advertising spending.

Speaker:
David Card, VP and Research Director, Jupiter Research

9:30am - 10:15am

Keynote Address

Speaker:
Ted Meisel, President and Chief Executive Officer, Overture

10:15am - 10:45am

Morning Refreshment Break

10:45am - 12:00pm

Advertising Roundtable: The Big Picture
Marketers and online publishers debate the big questions that are confronting interactive marketing professionals.
• How much should you invest on interactive advertising?
• What should a digital mix look like? Branding versus direct response? Rich media versus paid search? Online versus off?
• When will spending pick up?

Moderator:
Gary Stein, Analyst, Jupiter Research
Speakers:
Charles Buchwalter, Vice President, Client Analytics, Nielsen//NetRatings
James Hering, SVP and Director of Interactive Marketing, Temerlin McClain Advertising
David Moore, Chairman & Chief Executive Officer, 24/7 Real Media
Jim Spanfeller, President and Chief Executive Officer, Forbes.com

12:00pm - 1:30pm

Lunch Break

1:30pm - 2:00pm

Keynote Conversation

Moderator:
Pamela Parker, Managing Editor, ClickZ
Speaker:
Martin Nisenholtz, CEO, New York Times Digital

2:00pm - 3:15pm

Contextual Advertising: Are Demographics Obsolete?
Ad targeting technologies continue to evolve at breakneck speed. Contextual advertising techniques promise to add elements like shopping behavior, purchase intent, and enhanced content targeting to the marketers arsenal.
• What types of contextual targeting is available...and what's working?
• Is advertising in relevant content still "good enough" targeting?
• Do placements in paid content/registered areas perform better than free sites?

Moderator:
David Card, VP and Research Director, Jupiter Research
Panelists:
Kurt Abrahamson, Director, Content Media Group, Google
Lynn Bolger, Executive Vice President, Agency Development, comScore Networks
Todd Daum, Vice President of Marketing, Overture
Avi Naider, CEO, WhenU.com
Young-Bean Song, Director, Analytics, Atlas DMT

3:15pm - 3:45pm

Afternoon Refreshment Break

3:45pm - 5:00pm

From Buying to Bidding: New Realities of Purchasing Interactive Media
Online advertising forms like paid search are changing the media buying process dramatically. Static rate cards are being replaced by dynamic marketplace transactions.
• How can marketers plan and execute buys when prices change dynamically?
• What are proven best practices in this brave new world?
• Is there risk of an out-of-control marketplace?
• Does performance-based pricing invalidate the notion of impressions? Is CPM dead?

Moderator:
Gary Stein, Analyst, Jupiter Research
Speakers:
Alan Bombria, Executive Marketing Consultant, Who Gnu, LLC
Chris Churchill, President, Fathom Online
Kevin Lee, CEO, Did It
Aimee Reker, Media Director, EuroRSCG Circle - Boston