Emerging Media Council

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Upcoming Meetings

AUGUST 14, 2008 • 2:30–4:30PM EDT

The Fourth Screen: Advances in Digital Out of Home

The sight, sound and motion we have become accustomed to on the television, the Web and the mobile device is moving to a fourth screen: digital out of home.  Digital out of home media is popping up everywhere, from supermarkets to sports arenas to local gyms and gas pumps. Out-of-home networks are enabling video and mobile interactivity in choice signage, new media and technology types are emerging, and retailers are beginning to leverage digital in-store opportunities to create next generation shopping experiences for consumers.  But is the media viable or is it still emerging?  How are audience metrics determined? How do you think about digital out of home in the media mix? How is it measured? 

Join us on August 14th at the ARF or by Webcast to discuss advances in digital out of home, the advertising possibilities it offers, and how to think about its use cases and effectiveness.

Agenda

2:30–2:40PM

Welcome
Marc Nightingale, The ARF

2:40–2:50PM

Introduction
Terri Walter

2:50-3:20PM

Advances and Best Practices in Digital Out of Home
Laura Davis-Taylor, Retail Media Consulting Inc.

3:20–3:50PM

Life Pattern Marketing : A New Approach to Digital Out of Home
Cameron Burnham, SeeSaw Networks

3:50–4:20PM

A Look Ahead : Shopping Innovations in 2013
TBD, TNS Retail Forward

4:20–4:30PM

Group Discussion and Q & A

Registration

To attend in person: Email councils@thearf.org.( Please include your name, title and company.)

To attend virtually: Register via WebEx.

Previous Meetings

MAY 1, 2008

The State of Mobile Marketing

The mobile market has seen dramatic shifts since the launch of the iPhone in June 2007. From Google’s support of Android, an open source mobile platform, to Nokia’s acquisition of Enpocket, to Verizon’s opening of their carrier service to outside devices in 2008, there are dynamic shifts happening in the landscape that could have significant impact on how mobile marketing develops.

Currently, many marketers are testing the waters with mobile marketing, whether with mobile advertising, SMS campaigns and mobile search. However, what they measure and how they measure it is still inconsistent due to a fragmented mobile infrastructure and carrier data boundaries.

Download agenda »

PRESENTATIONS

Google Mobile and What's Next (PDF, 2.7mb)
Don't Panic! A Mobile-er's Guide to Brand Impact Studies (PDF, 560kb)
The State of the Mobile Market (PDF, 2.1mb)
Mobile as an Extension of Traditional Consumer Marketing (PDF, 1.2mb)

JANUARY 31, 2008

Youth and Social Media: How Technology is Changing Youth Culture and Communication

Join us at the first joint council meeting of 2008 as we welcome a new co-chair for the Emerging Media council, Terri Walter – Vice President of Advanced Media Solutions – Avenue A | Razorfish

Emerging Media and Youth Councils present "Youth and Social Media: How Technology is Changing Youth Culture and Communication."  Microsoft will present "Circuits of Cool," an impressive research study conducted with MTV that takes a comprehensive look at the technology habits and attitudes of children and teens, and how their communication patterns have changed with the rise of social networking. 

PRESENTER: Beth Uyenco Shatto – Global Research Director, Microsoft Digital Advertising Solutions

PRESENTATIONS

Circuits of Cool – Youth & Technology in America (PDF, 15mb)

AUGUST 9, 2007

Advertising Innovation through the Integration of Emerging and Traditional Media

The Emerging Media council continues its mission of educating members about rapidly developing media opportunities by focusing on innovations that facilitate multi-platform integrated advertising campaigns. Emerging media is often considered and portrayed as disruptive technology. This meeting’s topic will illustrate how innovation in advertising can work with traditional media to increase the effectiveness.

Bob Pares of TiVo will be presenting an overview of  ad opportunities on the TiVo platform including:

• Long Form ads
• Interactive Tags
• Fast Forward Tags
• Request for Info
• Custom Applications (ordering a pizza from your TV at your laziest moment)
• Product Watch: Advertiser search service
• Measurement

Andy Sheldon, Vice President of Broadband & Wireless at Visible World will discuss technological advances in targeting and measurement for integrated television and internet video campaigns.  He will discuss how integrated campaigns run by innovative proprietary systems increase effectiveness. Andy will use a case study to support his conclusions.

PRESENTATIONS

TiVo Interactive Advertising (PDF, 519kb)

Maximizing your Rich Media Advertising (PDF, 684kb)

APRIL 24, 2007

Emerging Media Review:
The Impact of Out-of-Home Video and “Communitainment”

The Emerging Media council continues its mission of educating members about rapidly developing media opportunities by focusing on two new platforms that have been found useful in the marketing mix.

Mike DiFranza, the founder of Captivate Network and the chairman of the Out-of-Home-Video Advertising Bureau (OVAB), will discuss how the proliferation of new media formats has changed the way consumers get information and interact with media, and what agencies and clients need to understand to better evaluate these formats. He will also discuss ways for leveraging these new media platforms as vehicles for developing engagement between a consumer and brands. Mike’s conclusions will be supported by real-world examples of ROI garnered through the use of emerging media formats.

Cate Riegner, Research Director of Media-Screen, will discuss the growth of “Communitainment” – or the convergence of communication, community and entertainment on the Web – and other emerging trends in online advertising and entertainment. Drawing from a recent national study of the US broadband population, Cate will share her insights on:

• The influence of user-generated content (Web 2.0) in consumer behavior
• Internet users as both creators and consumers of content
• Consumption of “homegrown” versus “big budget” content
• Response to online advertising on niche or “long tail” sites

Please join council chairs Bob Lord and Sacha Xavier to discuss how new media can be harnessed to improve marketing efficiency and accountability in your organization.

PRESENTATIONS

Reaching Consumers in a Web 2.0 World (PDF, 1.1mb)

OCTOBER 30, 2006

Your Audience is Your Competition: Consumer Control and the Implications to Marketers and Publishers

CHAIRED BY

Bob Lord, Avenue A | Razorfish

SPEAKERS

Bruce Woolsey, Avenue A | Razorfish
Sarah Chubb, CondéNet

JULY 13, 2006

New Thinking in Branded Entertainment

CHAIRED BY

Bob Lord, Avenue A

SPEAKERS

Sean MacPhedran, Fuel Industries
Elias Plishner, Universal McCann LA
Hamet Watt, Next Medium
Bruce Woolsey, Avenue A
Barbra Zack, IAG

Council Chairs

Terri Walter – VP, Advanced Marketing Solutions

Terri Walter was recently appointed Vice President of Avenue A-Razorfish’s Advanced Marketing Solutions group, an in-house team dedicated to bringing emerging digital marketing solutions to life for clients. Focused on mobile, video, viral, social media, guerilla, digital signage and other emerging platforms, Terri is tasked with empowering clients and teams with the roadmap and tools they need to embrace digital innovation.

Prior to her new role, Terri managed the digital communications teams for both Verizon Communications and T Rowe Price as Group Director/ Client Partner.   Terri’s strategic leadership on Verizon from 2005-2007 resulted in three MIXX finalist awards for work in three categories: best broadband video, best online integration and best in-game advertising. She is a proven leader in spearheading new advertising and integrated partnerships for clients in areas as diverse as gaming, video, mobile, and social media. Her innovative approach to media stacking, and her team’s ability to understand the relationship between direct response and branding has also won acclaim, and was featured by JupiterKagan as an innovative case study in 2006. 

Previously, from 2004–2005, Terri was Vice President of Marketing at DoubleClick, where she oversaw corporate branding, marketing and research, and was editor of numerous publications, including The First Decade In Online Advertising and The Smart Marketing Report, DoubleClick’s monthly newsletter. From 2000-2004, Terri was Senior Account Director at Beyond Interactive/Grey Global Group, where she brought digital leadership to cross-disciplinary advertising clients including Cendant/ Cheap Tickets, Pfizer, The RBS Group and Canon. Terri also worked at Dentsu Communications from 1997-2000, where she was responsible for integrated marketing assignments for a variety of international clients including Canon, Shiseido, Hitachi and Saks Fifth Avenue. Prior to 1997, Terri worked for five years for Japanese companies, including The Bank of Tokyo and Columbia Business School's Center for Japanese Economy and Business, in bilingual positions. Terri has a Masters in International Marketing from Columbia University, and a BA Cum Laude from Boston College.

Terri has recently assumed the co-chair position of the ARF Emerging Media Council and will be actively involved in setting direction for industry discussions around the measurement and standardization of emerging platforms this year.

Sacha Xavier – Avenue A | Razorfish

Sacha joined AA|RF in 2002, working on accounts such as Verizon, T. Rowe Price, Chase, Ralph Lauren Polo and Starwood. As the East Regional Lead of AA|RF's Advanced Marketing Solutions team, Sacha helps clients on the road to innovation by pioneering media and web executions in mobile video, podcasting, and gaming.

As a digital consumer, blogger and gadget enthusiast, Sacha is inspired by the social aspect of media consumption – seeing how others use emerging platforms, like mobile devices for not just work but finding the best shops, boites, and entertainment in the city.

Prior to AA|RF, Sacha worked at Beyond Interactive (Grey) and Omnicom (Cone Communications). She joins us with almost a decade of online marketing experience.
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