by clicking the arrows at the side of the page, or by using the toolbar.
by clicking anywhere on the page.
by dragging the page around when zoomed in.
by clicking anywhere on the page when zoomed in.
web sites or send emails by clicking on hyperlinks.
Email this page to a friend
Search this issue
Index - jump to page or section
Archive - view past issues
Media Intelligence : 2008 Intelligence
digital Digital 101 PattyKeegan, GM, Interactive Advertising Bureau navigates the digital minefield. How do mobile, search and social media integrate into the mix? Depending on the objectives of particular campaigns, they might each play a role in the mix. For some products/services, search activity might be the foundation for other marketing activities. For instance, if a company is launching a product with a TV or print campaign, they should also consider having a complementary paid search campaign run alongside that activity so an interested user can easily fi nd the product via a search engine. Mobile in this market is in its infancy and is primarily an experimental medium for advertisers who want to gain early learnings on what people will be interested in on the mobile and how they’ll use it, as well as what they will and won’t be willing to pay for in terms of content. AIMIA has just issued mobile advertising standard formats which will play a major role in helping the industry continue to develop from an advertising standpoint. Social media is also in the experimental phase for most advertisers. It almost has to be thought of as R&D investment at this point. All the social networking sites are in the process of figuring out how best to monetise their audiences, while advertisers try new ways of communicating with consumers in less intrusive, more involving ways. Marketers have to deal with the fact that their audience is no longer content to sit and passively take in marketing messages. How do you think agencies need to respond to all of this innovation? Agencies are trying to respond but I see the primary hurdle being lack of experienced staff and resources to handle the business. Since there is no one “right” model at this point, agencies are trying different things whether they integrate interactive media into the rest of their services, or whether they separate it into an “expert”division. No one has the secret formula to success at this point, as all of the traditional ad models are being shaken. With so much going on, what will 2008 mean for advertisers in the online and interactive space? More sectors coming online, more expenditure as the industry continues to increase standardisation and comparability with traditional media channels. Global insight, innovation and strategy for media and broadcasting success Key speakers include: David Poltrack, Chief Research Officer, CBS Corporation Evan Cohen, Vice President Strategy and Operations, Bebo Gerry Gouy, Commercial Director, International Digital Media, MTV Networks International 25 – 27 November 2008, InterContinental Hotel, Sydney, Australia Robbee Spadafora, Client Services & Research Director, Sales, Seven Network To register call + 61 2 9021 8808 or visit www.terrapinn.com/2008/media_au to download your copy of the brochure MEDIA Trends + Strategy 53 Gi11284