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Grace Meiners' posts
Nov 14th 2011
Advertising.com Group connected with over 1,500 digital innovators at Digital Capital Week (affectionately known as DCWeek) who gathered for the weeklong festival in Washington, DC this week. David Shing delivered a keynote session on The Future of Media and dared festival-goers to rethink how brands live in the digital environment. He challenged them to immerse their brands into the consumer experience through tactics such as gaming, augmented relationships and cause marketing. He encouraged marketers to develop digital that were not just repurposed from other channels but were "authentically digital".
In addition to David's inspirational talk, the AG group showcased how brands could win big and engage consumers through Premium Formats, Video and the innovative Ad.com and ASL platforms. The combined AOL and Advertising.com Group execution showed attendees the benefits of being able to work with multiple industry leading brands at just one company.
(This post originally ran on the AOL Advertising Blog.)
Nov 4th 2011
Over 200 media professionals filled a packed conference room on Wednesday at Seattle Interactive Conference's hour long panel -- Alleviating the Confusion, The Acrimony Around Acronyms. Advertising.com's Doug Boccia joined leaders from AT&T, BlueKai, AdReady, and Audience Science on stage to discuss the complex online advertising ecosystem, terminologies used, and methodologies available to reach the right user.
Conversations around audience targeting, data usage, and performance measurement were followed by best practices for Advertisers on driving successful marketing programs. Quality of data, quality of inventory, and quality of technology all play an important role in a successful campaign. Brand marketers can leverage audience targeting if they have done their research and know their consumers, while direct response marketers may need to weigh the cost of audience data in relation to reaching a target ROI. Find and work with trustworthy media partners who can guide an Advertiser to the best solutions based on their needs.
Each campaign is different, each objective is unique. As more players and technologies enter the online media space, both Advertisers and Publishers need to take the time to understand how each piece fits into this ecosystem, how each works with the other, in order to make the decisions best for their business demands.
(This post originally ran on The AOL Advertising Blog.)