The Future of Advertising Track

Advertising Accountability: Metrics and Analytics around Video, Social Media, P2P, and User Generated Media
With advertising and the new technologies grabbing an ever greater share of the total advertising dollar, the need for accountability is greater now than ever. Data can be interpreted in any number of ways, drawing any number of conclusions, some proving to be on target, others leading to shaky investment of time, energy and useful results. The good news is that the ability to understand the metrics and analytics being applied to the new technologies - broadband, UGM, Social Networks, P2P and mobile – are beginning to show results. In this session, we will take a look at the latest techniques and question the assumptions that underpin advertising in the new medias.

Keynote: The Future, Vision, and Integration of Online Measurement

Audience Measurement Developments: Hybrids 2.0

Three Screen Measurement Challenges & Opportunities (TV, Web, Mobile) - Part III: Vendor Perspective

How To Invest Successfully In Mobile Marketing & Advertising For The Long Term

• What response do you want? MMS, SMS, QR codes and gateways
• What are the current statistics on engaging with mobile marketing
• Evaluating branded experiences
• What do agencies add in the value chain of mobile?
• Understanding search on mobile
• The mobile ad user experience: what’s the relationship between useability and attention

Measuring Purchase Data For CPG Brands

In the past year there have been significant strides made in tracking post-purchase behavior by companies like Nielsen, Comscore and Catalina Marketing. Many CPG brands are starting to track how their online ads are driving actual sales lift in new or repeat customers. This session will start to lay out the path for understanding how to use this data, what the pitfalls are for each of the methodologies and how a good CPG buyer can start to increase the effectiveness of their ads using this data.

Creative: Coming Soon to a Small Screen Near You -- Better Video Options

While digital video has created endless opportunities as a more relevant and immersive form of advertising, it seems the recycling of TV spots still dominates the webwaves. It’s not that we didn’t try. Fake YouTube videos had their long run. The idea of long-form content doesn’t always catch on (blame our shorter attention span and the fact that most people outside the client’s marketing department don’t really want to watch a 30-minute commercial). So what’s next? As more and more viewers timeshift their attention to small screens and portable devices become smarter, creative thinkers debate the missed and upcoming opportunities for video content on the web.

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.

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: State of the Search Nation

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.

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.

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

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