videos
Editor's Pick
ROI & Sponsorship
Dan Griffis of NASCAR, points out that marketers have moved away from sponsorship because ROI has been harder to prove. Griffis has had to work harder to develop ROI models that make sense.
Editor's Pick
Vocabulary for Health
Robert Brown, CMO of Eli Lilly and Co., says that health advertising is helpful because sometimes people don't have the vocabulary to communicate what is going on with their health. Advertising can help focus awareness and expedite the conversation between a patient and doctor.
Editor's Pick
HBO / Rear Window
Brian DiLorenzo, Director of Integrated Production at BBDO, talks about a successfully integrated campaign to promote the HBO brand. He describes the innovative use of film projection in Manhattan to draw attention and interest.
Editor's Pick
Digital Ad Innovation
Dave Martin, Head of Media at Ignited, talks about innovations in digital advertising. Charging on a cost per video completed allows a brand to advertise on a PRT basis with guaranteed reach, because the consumer must watch the entire ad. Local search and local check-in are also interesting innovations.
Editor's Pick
Youth NASCAR
Mike Waltrip, owner of Mike Waltrip NASCAR Racing Team, explains the need to extend NASCAR to the younger demographic. The races can be too long to hold their attention.
Measurement and Display Ads
There is more to this space than a click. Different campaigns objectives need different measurement. At Google, each day, we're making it easier to create, buy, and measure display ads.
Editor's Pick
Three Year Prediction
Kevin Lilly, , Senior Vice President and Digital Director fir Starcom, explains that the biggest issues over the next three years will have to do with leveraging real-time communications. Mobile will require a mastery of real-time communication around consumer shopping behaviors. Eventually, anything with a data stream will allow addressability and dynamic real-time messaging.
Editor's Pick
Kindness & Empathy
John Gerzema, , Chief Insights Officer at Young & Rubicam, describes the most surprising recent change in consumer behavior as a shift toward kindness and empathy. Consumers want companies to understand them. Bank of America's "Keep the Change" and Hyundai's "Buyer Reassurance Program" are the sorts of gestures that consumers are looking for.
Editor's Pick
National vs. Local
Rich Lesperance, Director of Online Marketing at Walgreens, talks about national and local marketing. National campaigns are important, but Walgreens is known for its local in-store experiences. They are experimenting with balancing the two, and a key element of this will be the intersection of mobile and social media.
Editor's Pick
Co-op Marketing Online
Rich Lesperance, Director of Online Marketing at Walgreens, talks about co-op marketing. Walgreens is trying to move co-op marketing online by, for example, creating a L'Oreal site within Walgreens.com.
Editor's Pick
Online & Offline
Kevin Lilly,, Senior Vice President and Digital Director fir Starcom, discusses vertical and horizontal integration of online into marketing campaigns. Key players communicate horizontally across platforms but are able to dig deep into their own specialty. Being consumer-centric means understanding how meaningful experiences span the off-line and on-line worlds.
Editor's Pick
Integrating Mobile
Kevin Lilly, Senior Vice President and Digital Director fir Starcom, advises marketers to integrate mobile strategy into the existing marketing mix. Know how the customer uses mobile, use existing knowledge to target mobile to the right audience, and be alert to technical differences when translating online to smaller screens.