videos
Editor's Pick
Non-Interruptive Ads
Barry Wacksman, Chief Growth Officer of R/GA, explains that recent advertising innovations have involved things that consumers seek out, such as viral videos, becoming a fan on Facebook, or useful apps. Unlike traditional ads, these are not interruptions because they add value.
Editor's Pick
Search Everywhere
Joshua Palau, VP Search Engine Marketing at Razorfish, advises marketers to understand that search is tied in with other media like television and print. assets. Integrate the message, break down the silos and work across them all.
Editor's Pick
Proctor & Gamble
Werner Domittner,, Global Head of Customer Marketing at Diageo, admired the Procter & Gamble "moms" ad campaign during the Olympics that featured ten or twelve different P&G brands.
Editor's Pick
Hydroponic Letters
Rosemarie Ryan, Co-Founder of Cocollective, describes Subway's innovative campaign in Japan. Freshness is a large part of their brand, and they had hydroponic letters growing in the store.
Editor's Pick
Social & Branding
David Kirkpatrick,author of The Facebook Effect, notes that there is no motivation for consumers to engage with brands via social media unless the brands acquire acquire personality or functionality to attract them. Brands can be blocked, unfriended, and ignored. Social does not guarantee an audience but if there is engagement, build on it.
Editor's Pick
Sponsorship
Dan Griffis is excited about sponsorship with sports and with his own brand, NASCAR. The cost of sponsorship has come down. Savvy, connected people can make sponsorship deals for maximum impact.
Editor's Pick
Viral Advertising
Bill Werde, Editorial Director of Billboard, says that the most interesting recent advertising campaigns have been those which have gone viral, because it is inspiring to connect ideas to the people who want them.
Editor's Pick
Partnerships Online
John Aman, AVP, Strategic Sponsorships of Nationwide Insurance, discusses innovative advertising. An online owner and a series sponsor can partner together to drive traffic for each other, sharing access points and delivery. This has driven excellent results for Nationwide and Turner / NASCAR.com.
Editor's Pick
Blend Channels
Meredith Hanrahan, CMO of Cheapflights, talks about blending off- and on-line. Radio raises awareness, and optimized search drives consumers to the website, where transactions can take place. A careful blending of channels minimizes the cost of acquisition and maximizes ROI.
Editor's Pick
No Hand Holding
Ravi Rao, CEO of Media Market Group Worldwide, talks about why travelers have become less loyal. It is partly because of the nature of online booking, and the fact that travel planning has become so impersonal. There are benefits to travelers from online booking, but in the future travel marketers need to make the process more personal.
Editor's Pick
Define Success
Seth Levine, VP and Director at One to One Health, explains that to maximize ROI on digital marketing dollars, a marketer must first describe what success looks like. While a prescription drug purchase cannot be directly linked to a website visit, some other proxy for a sale or other high-value action must be identified. Make sure that everyone is in agreement as to the value of this measurement at the front end in order to avoid uncertainty about performance at the back end.
Editor's Pick
Disease Awareness
Robert Brown, CMO of Eli Lilly and Co., explains that digital facilitates connections with customers at several levels. If a TV commercial sparks awareness, people are likely to go online and search. But the information must be integrated, and be findable by patients at different stages of disease awareness.