Will Online Advertising Ever Deliver on the Promise of Precision?

Many marketing execs believe that one day, DATA will replace click-throughs and impressions as the currency of online advertising. The data will come in many forms and from many sources: video, mobile, social, search, behavioral and email. This shift to data-based buying forces ad agencies to look more like ad networks and ad networks to look more like agencies. The question of who wins clients' dollars will come down to who delivers the right message to the right user at the right time. Still, there are pitfalls to this Utopian advertising future: the age-old measurement problems of consumers using and sharing multiple devices, rampant cookie deletion, and privacy concerns remain. So, can online advertising ever live up to the promise of precision, or will this be another promise unfulfilled?

Mobile industry added 1 Billion new subscriptions in 2009 worldwide; there are more than 4.5 Billion active mobile subscriptions across the globe. Consumers everywhere are asking for more out of their smartphones and feature phones; this is driving phenomenal amount of innovations in hardware, software, services, and business models in mobile industry.

How can you tap into this marketplace… where do you even start? Applications, Content, Advertising, Location Based Services, Games…what does it all mean and how does it impact your business? Most important of all, how do you make money?

We are bringing together experts representing different aspects of mobile industry to share their perspective and to describe opportunities they are tapping into to be successful. In this panel discussion, we will cover the following aspects:

• Is the mobile market still attractive (despite fragmentation, small-ticket deals, diversity of platforms etc.)?
• Which are the lucrative growth areas in the mobile?
• How to design successful business strategies and business models?
• What are the typical challenges faced by entrepreneurs, businesses and carriers?
• How and when to work with carriers and alternative distribution models?

Join Mark Donovan as he moderates this exciting panel event.

The Web is the Same the World Over—Or Is It?

Join comScore CMO and EVP of Global Development, Linda Abraham, as she presents an overview of global Internet trends, from how consumers’ Internet behaviors differ by region to how visitation to specific sites varies by country. Discover new measurement techniques and methodologies that are gaining ground across the globe and learn how these approaches are impacting the overall measurement landscape including specific examples from key markets, including Latin America and the United Kingdom.

Mobile Measurement - Supporting the Ad Spending Investment

According to Juniper Research, mobile advertising spending will exceed $6 billion by 2014. To reach this level, carriers are working together to address some of the challenges advertisers face when deciding to spend their ad dollars on mobile marketing. These challenges include the lack of sufficient, common metrics and reporting methods in mobile, the lack of common and consistent targeting data, and the lack of consistent inventory across carriers. Collaboration among carriers is expected to accelerate mobile advertising as a complementary and compelling addition to traditional advertising mediums such as print, TV, and online. This group of panelists will discuss the efforts their companies are making to support this important initiative.

Moderator: Innovation in TV/Internet Measurement

How TV Ad Viewing Impacts Online Search
Learn about NBC and Google’s unique technique for analyzing the impact of TV ads on online search.

Monetizing & Extracting Marketing Productivity from TV Audience Measurement
Learn how TRA and CBS merged second-by-second TV set-top box tuning data with verified offline purchasing behavior to improve adspend ROI.

Evaluating TV Ad Campaigns Using Set-Top Box Data
Learn how Google is transforming set-top box data into meaningful metrics for measuring how the audience you want is responding to the ads you

Search: Where to Next?

It's been said that the best way to predict the future is to invent it. And almost everyone likes to speculate about the future. When it comes to search marketing, none are better at it than our veteran panel of industry insiders. Join us for an illuminating discussion as we peek into the next generation of digital marketing and predict what search might look like in the following five to ten years. What should be on your search radar for 2010 and beyond? Does the key to the future of search lie in personalization? Do social networks herald the end of search? Certain industry pundits have even been heard to say that SEO is dead. The future is coming. Are you ready for it?

Blurring the Landscape: How is TV Merging Digital and Traditional Media

There is a lot of debate right now about how online video and television can work together. The possibilities of digital TV and its place and time-shifting capabilities mean that the line between digital and traditional is increasingly blurred. Online video goes well beyond simply repurposing television content – with opportunities that extend the reach of TV, encourage interactivity and engagement. For agencies and brands, there is a clear need to know how these two platforms – TV and online video – work together; publishers can also benefit from a solid understanding of the interplay between premium-content online video and TV. Join comScore’s Senior VP, Survey Research, Harvir Bensal, as he reveals initial findings from this ground breaking study.

Digital Gestalt: Separating the Myths from the Media

So many portals, so little time! All hype aside, in this session see how you can use new media, including mobile, on-line promotions, digital advertising and social networking to build your messages and grow your business. Are new media outlets the "magic bullet" for reaching consumers in tough times? What are the current internet and digital trends, and what will come next in 2010? See how you can use multi-platform digital marketing and content integration to understand your shoppers and boost your marketing mix. This will be an interactive session focusing on the major issues of marketers and retailers in CPG, and will provide retailers and manufacturers with key learning’s and best practices from IRI and other industry experts.

Understanding People’s Media Behavior

Foundational research in online video advertising effectiveness
Learn about & see case examples highlighting in-video online advertising effectiveness research. Understand the impact of various format types (such as pre-roll, mid-roll and sponsorships) and various channels (premium publishers vs. ad networks).

International: Online, Search, and Social Media

Measuring Online Video in the UK
Learn about in-depth U.K. ad effectiveness analyses that evaluate the efficacy of ad formats and exposure frequencies.

PANEL DISCUSSION: Exploring the industry implications of smartphone developments.

During this discussion, panellists will examine the latest developments in smartphones and their impact on the industry, whether smartphones will in future replace the feature phone, the reality of an emergence of the ‘low cost’ smartphones, internet capabilities for these entry level 3G handsets (for instance, INQ): will they move in the same direction as higher-end devices? Will the market now focus on the mass market offering? What industry partnerships need to be in place to overcome operator and billing concerns?

Exploring the growth of mobile commerce on mobile internet usage

• Examining successful mobile commerce strategies: Pizza Hut, Ocado/Waitrose, eBay
• Identifying key strategies for bringing commerce to a brand’s website over mobile: ticketing, coupons
• Enabling payments and banking solutions to happen efficiently and safely over mobile: is mobile banking a real possibility?
• Driving mobile commerce through mobile advertising
• Integrating mobile advertising into the overall business marketing strategy

Stretching Your Marketing Dollars: The Upside of Search

Small to medium-sized businesses (SMBs) across all industries are being forced to weigh cost versus benefit with every decision they make. However, just because you're compelled to stretch your marketing dollars doesn't mean their effectiveness should be sacrificed to fit leaner budgets. Come and hear the tips and tricks that will help you pick up the valuable traffic being left behind by your competitors while putting your business on the path to profitable growth. Our panel of industry experts will teach you the secrets to maximizing your exposure via organic, paid search and local search without emptying your wallet or cutting sales or leads.

Off Portal Content – Coming Full Circle

Traditional and non-traditional partners join in wireless ventures to meet the burgeoning opportunities. Mobile industry players are finding that the business environment is evolving and that the rules of engagement are changing. This session will examine the business side of the wireless partnerships, and will contrast the old landscape with the industry’s emerging prospects.

Mobile and Gaming

Is this the year of the mobile, and if so, how do we monetize opportunities given the resistance to display on this channel? Hear answers from the experts in this presentation.

Cost Effective Video Marketing

The statistics of online video are convincing.

According to comScore:

• Online video viewers are 20% more likely to make a purchase online
• 16.8 Billion Online Video Streams
• 151 Million people can be reached 110 times per month
• Online Video can reach 70-80% on internet users per month
• Total Online Internet Videos are up over 66% from last year
• Online Video is big across all age categories
• Youtube videos are up 98% since last year
• Online Video Advertising is in the Early Stages

Learn how your business can use online video to boost sales and brand awareness. You can spend tens of thousands of dollars on videos for your business or you can spend zero dollars. Find out what types of video will work best for your business and your budget.

General Session: Digital State of the Nation: Search Edition

Did you know that there are more than 22 million Canadians who search online on a monthly basis, reaching over 68% of the total population in Canada? In this session, Bryan Segal will address the state of the search nation. He will focus on where Canada stands in terms of search usage from a worldwide perspective, as well as taking a closer look at the behaviors of Canadians searchers. As search is a key component in the buying funnel, and growing in terms of being used from a branding perspective, it is important to understand the detailed data to help understand how to best use search to maximize your online investments.

The Sell Side Play

We all know video audiences and content are moving online, which are two of the drivers of the shift in marketer spending from TV to online. How can the sell side help shift share from offline to online faster? Is the answer GRPs? Is the answer client education? Is the answer ROI? What do content owners know about effectiveness and impact of online video and how will TV and online video work together to drive marketer objectives? What examples are out there to identify the best mix? Will new sales approaches be effective in attracting premium sponsorship dollars away from TV? What will media owners and networks see this year - big gains or less in the digital 2010 video upfront?

The Sell Side Play

We all know video audiences and content are moving online, which are two of the drivers of the shift in marketer spending from TV to online. How can the sell side help shift share from offline to online faster? Is the answer GRPs? Is the answer client education? Is the answer ROI? What do content owners know about effectiveness and impact of online video and how will TV and online video work together to drive marketer objectives? What examples are out there to identify the best mix? Will new sales approaches be effective in attracting premium sponsorship dollars away from TV? What will media owners and networks see this year - big gains or less in the digital 2010 video upfront?

In Brands We Trust

The Festival theme of ‘Re-Writing the Rule Book’ is an acknowledgement that we have all been through one of the most turbulent economic periods in recent history. This has hit both business and the consumer, and has changed operating procedures, business model and attitudes on both side of the seller/consumer dynamic. Of these attitudinal changed, perhaps the greatest have been in the areas of trust, loyalty and privacy. There has been a flight to austerity, both in product purchasing, but also in advertising messages and creative. Consumers have reverted to brands that they trust, driven by fewer dollars, pounds or euros in their pocket and loyalty has become a valuable commodity. There has also been a more subtle readjustment in the area of privacy. Consumers are becoming aware of the value of their data (whether it be surfing patterns, personal data and so on) and they are more aware than ever of the transaction at the heart of the advertising model that sees consumer data being exchanged for content, entertainment, services and more. With a growing demand for ‘free’ content and a growing awareness of the value of their own data, are marketers and consumers on a collision course? This session will reveal the latest data and insight on the subject, helping delegates to understand how they can best engage consumers on their terms in 2010 and beyond.

Gian will present, using comScore data, a view of how the consumer attitude towards trust, loyalty and privacy has shifted over the past twelve months. He will use examples from specific industries to draw out macro learnings that can be applied to any business that has to understand the shifting consumer perception of these three key issues, which have become increasingly important for brand marketers in the last 12 months.

Inside the Lab - Technology of Tomorrow

Join Paul Goode, SVP of comScore Census Solutions, as he discusses the evolution of digital measurement and ad effectiveness and how they are being benchmarked across multiple channels in 2010. There are many issues yet to be resolved in the online world and in mobile. How can these channels gain more importance by proving that they are effective?

The State of Mobile Sport

Online Panel Improvements Accelerate Improved Business Response: A Panel Discussion

Dramatic cost efficiencies have made online panels the mainstay of market research today; they allow nimbleness, as surveys can be fielded quickly and efficiently. However, the dirty secret is that quality improvements have not kept up with the cost and speed advancements — until now. The advent of new approaches to online panels, such as MarketTools’ TrueSample and Relevant ID’s machine fingerprinting, finally promises higher trust in online research. This accuracy, coupled with the speed of online research, promises market intelligence that not only senses market changes quickly but also more accurately — which will invigorate business response.

• Understand where the challenges are with online sample today — and how it affects adaptability.
• Hear what major market intelligence buyers of sample are demanding.
• Learn what leading solutions exist today.

Harness the Power of Social media and User Generated Content

User-generated content is becoming increasingly popular as a means for consumers in Asia to share and recommend their travel experiences online. UGC is replacing the role of the trusted travel agent and consumers are much more trusting and influenced by the opinions of fellow travellers. The virtually unlimited size of the online audience means that it has never been more important for companies to proactively respond to this phenomenon.

• The golden rules of successful social media campaigns in travel – Where to invest and why?
• Save time and resources and maximize the impact of social media initiatives by developing clear KPI’s and a focussed strategy.
• How to take advantage of the social search revolution. Does Twitter matter?
• Understand the power of social media and UGC for greater consumer engagement, brand loyalty and CRM.
• Transform potentially damaging negative feedback into a lucrative strategic sales and marketing tool.
• Get your employees on your side as brand evangelists.
• Monetize social media - Justify a business case for your social initiatives by demonstrating the tangible benefits and ROI.

Keynote: Why the Click Doesn't Tell the Whole Story

The State of Digital Display II: Is it Back?

Online is one of the few ad sectors not decimated in the recession, but it's tough to know what exactly happened to display as the numbers get lumped with search. We hear from the leading companies that have the data to show what actually is going on out there. Who's spending what and where? The new super-sizes units are bigger -- but do they work better? Is reach & frequency once again the way to get "traditional" marketers on board? Will the ad exchanges make ad networks obsolete as every publisher can just create their own? Is the market stratefying into an easier to buy three-tiered ecosystem? What techniques can planners use now to improve the efficient reach of their buys?

Trends on Mexican media Behavior and Consumption: How they’re Changing the Face of Political Communications

Rethink Business As Usual: How Technological Dislocations Create Compelling Opportunities for Entrepreneurs

Cross-Channel Measurement & Planning Issues

A big picture debate of the issues we face today – with a focus on broad list of cross-media measurement issues.

Mobile advertising in 2011

• Who's going to win in mobile advertising?
• Where is the market headed?
• Can mobile advertising finance the mobile Internet, and can mobile save the ad industry?
• The future of formats
• Augmented reality: Science fact or fiction?
• Who stands to gain the most from mobile advertising?

The proof for branding online: How are we measuring it? What are we measuring?

This session kicks off with a presentation for 10 minutes from Gian Fulgoni, CEO of comScore

Understanding the new consumers—and creating a strategy to reach them

Success today means understanding the consumer at a new level—who's buying online, by gender, income and other measures; how groups are changing their online spending patterns; what they're buying and how much; where they are buying it; and how the always-connected generation will change online retailing soon. This session will provide a deep look into the data behind the statistics—and ideas on how retailers can shape their strategies to fit the shifting market.

Keynote: How to Measure the Effectiveness of Online Advertising

Gian Fulgoni, comScore chairman and co-founder, presents the latest research in measuring online advertising effectiveness. Having the most accurate measure of the size and characteristics of a site’s audience is critical for marketers in today's economic environment. Hear Gian address issues such as branding vs. direct response, why the click is irrelevant in measuring effectiveness, and how panel data can measure immediate and latent effects of online advertisements.

Keynote Presentation: comScore Update - A Digital Year in Review - What You Need to Know Moving Ahead