Online Media Council

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Upcoming Meetings

THURSDAY, DECEMBER 18, 2008 • 2:30–4:30PM EST

Online Behavioral Targeting

Online Behavioral targeting (BT) aims to deliver the right ad to the right people.  The ability to construct behavioral targets based on almost any observed behavior dramatically increases the potential effectiveness of marketing while at the same time increasing complexity. 

At its core, BT de-couples advertising from content, and therefore makes moot the traditional panel based measurement of audience profiles by website or page and raises specific questions of how do you know if the people you intended to target were in fact delivered?  What are the insights on effectiveness?  How should media agencies plan in the context of behavioral targeting?  What other best practices can we leverage related to BT?

Agenda

2:30–2:40PM

Welcome
Marc Nightingale, The ARF

2:40–2:50PM

Introductions and Overview of Agenda
Rex Briggs, Marketing Evolution

2:50–3:10PM

David Grant, Fox Interactive Media

3:10–3:30PM

Michael Wexler, Yahoo

3:30–3:50PM

TBD

3:50–4:15PM

Discussion and Q&A

4:15–4:30PM

Next Steps and Closing Remarks
Rex Briggs, Marketing Evolution

Registration soon to open. If you have any questions, please contact Zena Pagan at councils@thearf.org.

Previous Meetings

AUGUST 27, 2008

Beyond the Banner: “Online” Advertising Models Beyond Web-Based Banners

There are literally thousands of empirical campaigns measured in terms of online advertising banners, but much less is known about advertising effectiveness of formats beyond the banner. Through an exchange of ideas and information, this council focused on what we as a group can do to help promote innovation and use of newer formats.

Featured Speakers
Research on TV over Mobile Phone, and Other Mobile Advertising Insights
Kenzo Setoguchi and Naoki Muramatsu – Dentsu

In Music and In-Game Advertising – the Rhapsody and Rock Band Learning
Todd Cunningham – MTV Networks

PRESENTATIONS

Beyond the Banner: Online Advertising Models Beyond Web-Based Banners (PDF, 96kb)
Catch Me Across Platforms Generators (PDF, 244kb)
Mobile Phone with TV: A Japanese Market Landscape (PDF, 1.18mb)

JUNE 19, 2008

Cross Media Synergy – What Role Does On-line Play in Cross Media Strategy

With the tremendous flex of the digital marketing boost, think of internet investment not as a single line item, but as a digital mix or digi-mix.

What are the different roles of the digi-mix elements? Some build awareness. Some build awareness. Some build relevancy. Some convert would purchasers to places they can purchase. Others ignite advocacy. Given the wide range of objectives that can be fulfilled with different digital mix elements, we tackled the issue of “How to plan online digi-mix and how to integrate online into cross-media strategy to maximize synergy” and the next ARF Online Media council coming up on June 19th.

MARCH 6, 2008

Web 2.0 Differences Between B2C and C2C

The seminal Momentum Effect studies identified that traditional advertising research models based on measuring the impact of business advertising to consumers (B2C) did not fully capture Web 2.0 marketing, which includes consumers posting branding wall paper, of sharing branded widgets” consumer to consumer” (C2C). 
Studies like the Momentum Effect have changed the way some marketers think about Web 2.0, but is that enough to unlock the mysteries of Web 2.0?  What do marketers need from research community to fully benefit from consumers communicating to other consumers with branded materials ranging from graphics to technology tools?

OCTOBER 23, 2007

Measurement

The sizzling growth of social network sites has grabbed the attention of marketers as they look for potential ways to build positive word of mouth as well as strong consumer relationships. While the possibilities for social network marketing appear to be endless, little is known in the public domain about how it works within the context of marketing and media. For example, what is the value of a MySpace friendship? How do we compare the marketing performance of a social network program engagement to a paid media campaign? It all comes down to measurement and this ARF OMC meeting is devoted to exploring the SN measurement issues through case studies and group discussion.

PRESENTATIONS / SUMMARIES

The Momentum Effect (PDF, 2.4mb)

MARCH 12, 2007

New Approaches to Effective Online Advertising

As the internet has become a significant advertising medium, online advertising has attracted the attention of marketing professionals eager to find a better way to reach potential customers and engage existing customers. In this meeting, we will hear from online advertising professionals who are happy to share their acquired knowledge and perspective.

The council meeting will include:

• How to Make Effective Online Video Ads
  A presentation about what makes an online video ad effective based on the results of a seminal study of 125,733 respondents and 108 different video ads. As discussed in Ad Age, this study found large differences in effectiveness between the online video ads measured.  Find out what drove these differences in ad performance and how to improve your online video advertising.
• Three Emerging Models for Advertising
  Steve Rappaport, the lead author of the Online Advertising Playbook, will present an overview of the Playbook project and explain the new models for advertising that emerged from discussions with media and agency leaders – Advertising on Demand, Engagement, and Advertising as a Service.
• Update:  Metrics Overview
  Review of the measures of online advertising effectiveness defined by the council two years ago to determine the need for revisions.  Please review the 2004 Online Metrics Overview (PDF, 40kb).
• Open Floor
  Discussion on any topic that participants would like to bring up.  The topics will include “How could this group be helpful to you?”

CHAIRED BY

Gerard Broussard, mOne
Nick Nyhan, Dynamic Logic

SPEAKERS

Ann Green, Millward Brown
Bill Havlena, Dynamic Logic
Steve Rappaport, The ARF

SEPTEMBER 20, 2006

Online Video: From TV to Web – How to Measure and Plan

As we saw in the upfronts, more online packages are offered with TV and online opportunities for video advertising. The ARF’s Online Media Council will hear from leading publishers about how they package and measure TV and online video advertising opportunities. We’ll also hear from the agency / advertiser side on the thoughts and process go into putting together a plan with TV and online video.

CHAIRED BY

Gerard Broussard, mOne
Nick Nyhan, Dynamic Logic

SPEAKERS

Lyle Schwartz, Mediaedge:CIA
Corey Jeffrey, MSN
Rick Song, MSN

MARCH 8, 2006

Internet Media Planning & Budgeting

Some are touting the Internet as the advertising medium with the most potential for accountability. The council put this claim to the test by inviting AOL, ACNielsen and MSN to present their methodology for measuring internet advertising effectiveness on offline sales.

CHAIRED BY

Gerard Broussard, mOne
Nick Nyhan, Dynamic Logic

SPEAKERS

Dan Creekmore, AC Nielsen
Corey Jeffery, MSN
Van Riley & Rory O'Flynn, AOL

Council Chair

Rex Briggs – CEO, Marketing Evolution

Rex Briggs is the founder and CEO of Marketing Evolution, a marketing ROI research consulting firm with offices in New York and California, and with clients in more than 20 countries around the world. Marketing Evolution applies measurement, management dashboard and consulting processes to help clients improve marketing accountability and ROI – in other words, to get more for their money.

Marketing Evolution’s methodology is unique in that it was specifically designed to measure today’s fragmented marketing environment. It combines consumer attitudes and sales across media and has earned the distinction as the most broadly and independently validated methodology for marketing ROI measurement in existence.

Mr. Briggs was named one of the dozen “Best and Brightest” in Media and Technology by AdWeek, and one of the people to “watch and learn from” according to BrandWeek. The Industry Standard called him a “data god” and a cover story by Business Week referred to Briggs and his work as fundamentally changing marketing.

Rex started his career at the strategic market research consulting firm Yankelovich Partners, where his clients included McKinsey & Company, IBM, Toyota, Nissan, AT&T, Hearst Magazines, Fox Studios, Disney, and Microsoft. Before he was 30 years old, his marketing theories were being taught at Harvard and published in several books. Today, at Marketing Evolution, he leads with the mantra, “Test, Learn, Evolve.”
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