MODERATOR: Coleen Kuehn – EVP, Chief Strategist, MPG
Consumers can get engaged with advertising and brands in a variety of ways. But what delivers the sales success that your really want to see? Three views of engagement are explored to help you fine tune your marketing efforts. Should you put your money in TV, online or just come up with content?
The Emotional Power of Effie vs. Cannes Ads: Bio-Sensing and Creativity
Are the top “creative” advertisements different in pattern, with respect to emotion and engagement, versus Effie ads, which have proven marketplace effectiveness? What can we learn about the response patterns to both sets of ads and what do they share in common? These speakers will examine the issue of what drives award winning advertising, while comparing and contrasting the results of these two types of ads, so that you know what to do for your next campaign.
Tim Hong – VP, Operations, EmSense Corporation
Elissa Moses – Chief Analytics Officer, Emsense Corporation
Lost in Translation? Moving Your Campaign between Offline and Online Worlds
The trend in internet advertising today frequently involves moving ads created for television to the online world. These speakers will discuss the challenges and opportunities involved in that transfer and diagnose the potential break down of communications. Use this knowledge to improve the bonds between your brand and your customers in both worlds.
Marianne Foley – SVP, Strategic Initiatives, Harris Interactive
Kevin Kells – Industry Development Director, Consumer Packaged Goods, Google
Social Media’s “Passion Net:” How to Include Content-Engaged Consumers in Your Media Plan
You can tap the consumers that are actively and passionately interested in your brand. Based on new ethnographies and quantitative findings, this presentation provides a taxonomy of the stages of consumer interaction with brand-related content. Learn behavior-based methods to identify content creators/disseminators in your customer base and see how you can make the “passion net” part of your next campaign’s media plan.
Edwin Wong – Director & CIO, Customer Insights Organization, Yahoo!
Yaakov Kimelfeld – VP, Digital Research & Analytics Director, MediaVest Worldwide
