BT is typically viewed as a tool for direct marketers online, but it can also be used for brand marketers. It’s not about increasing performance on the back end, it’s about increasing proper addressability on the front end. It’s about increasing the targeted nature of the plan to make sure you reduce waste and increase targeted reach. Our offline dollars look at GRP’s and TRP’s, and our online dollars are similarly viewed, though obviously more accountable against these measurements. In offline we hypothesize about who is seeing our messages. Online, we guarantee it!
9:45 AM
Keynote Panel: Show Us the Efficiency: Is the High Tech of BT on Target for Low Budget Times?
Behavioral targeting promises marketers to find audiences, not just pages, online and so eliminate the waste of traditional contextual buys. But the process is getting more involved, as new layers of networks, optimizers and exchanges pile on the complexity and the cost. Targeting sophistication has reached new heights at just the point when spending has moved lower. In an environment of tight budgets, low CPMs and massive amounts of inventory, is BT proving its value of targeting. Or is it easier, and cheaper, just to buy scale and probably hit the same target at a lower price – wasted be damned? How are agencies and marketers integrating BT, if at all, in this buyers’ market?
10:30 AM
The Next 25 Billion: How will online advertising double from $25 billion to $50 billion?
11:00 AM
Coffee Break
11:30 AM
Keynote Panel: Is BT Paying the Rent: Has Behavioral Paid Off for Publishers?
As the media industries face plummeting revenues and broken business models, behavioral targeting has long promised its content partners that its technology would driver higher CPMs and greater value across their inventory. Has this really been the case? We bring together some of the most experienced publishers who have been selling behavioral targeting as part of the product mix to see how the technology fits in a new universe of emerging targeting methods. BT is no longer alone. Network optimization, ad exchanges, vertical media networks, more sophisticated forms of contextual ad matching, and richer, more impactful display units also offer publisher more revenue bang per impression. Is the BT value proposition still evident, and where does it fit into the technological soup?
12:15 PM
Your Travel Itinerary: The On- and Off-Site Promise of Leveraging the Travel User
Major travel booking and hotel sites have deep insight into users’ lifestyles, demographics, tastes and certainly their immediate plans for moving around the planet. How do these companies leverage that knowledge to improve their own sites and maximize the value they realize from customers both in and outside of their own garden walls. We take a deep dive into the trail of behaviors that travelers leave in their wake and how major brands and marketers can use this data more effectively. How are the major providers starting to share this data with their marketing partners as well as with the largest ad network eco-system?
The Power of Translation – Trading in “Behavioral Targeting, Click-Throughs and Conversions” for “Targeted Reach, Engagement and ROI”
Data and metrics are powerful insofar as the folks with the purse strings understand and trust them. We’ve been predicting the tipping point for years, yet dollars from the largest brand advertisers have only trickled online. Behavioral Targeting leverages the wealth of unprecedented data and analytics, yet struggles to make a compelling case for dollars that are currently being spent on less accountable traditional media. We are on the cusp of closing the gap that between our digital media and brand advertiser goals. This keynote will set a course for how we’ll avoid relegating BT to just one more tool for the direct response marketers, and unleash its potential to turn the Web into a mainstream branding channel.
2:30 PM
Can The BT Industry Survive Opt-In?
Can marketers really make the case with consumers that their online lives are better and richer when publishers and ad networks profile their digital travels? Elected officials and privacy watchdogs argue that consumers shouldn’t have to bother “opting-out” of having their online behaviors tracked, tagged and targeted. Legislators and regulators are starting to propose that publishers and ad networks must let users opt-into the targeting eco-system. Marketers decry the effort as fatally damaging to interactive advertising, content and ultimately to the consumer experience. Would an enforced or voluntary opt-in system really strangle the online economy? How should opt-in/opt-out options change according to the type of data being collected? Are marketers really ready and able to explain their own value add to consumers?
3:15 PM
Coffee Break
3:30 PM
Making Social Media Behave
The social media explosion has flooded the Internet with a mosh pit of user attitudes, preferences, and billions and billions of un-monetized page views. How can behavioral tracking and targeting technologies best leverage the social graph? Is behavioral targeting into social media inventory moving the needle for that segment’s notoriously low CPMs and ad effectiveness? Have any of the new data companies cracked the code in their attempts to leverage knowledge about social networking in places where these users really do pay attention to marketers? And have marketers really found effective and scalable ways of weaving their brands into online social activity? For years, behavioral technologies have promised many ways to solve the social media problem. What’s working?
4:15 PM
Grill the CEOs: Bring on the Optimizers
With hundreds of ad networks in place now, mountains of unsold inventory pressing CPMs ever lower, and publishers clamoring to squeeze every penny out of every pixel, the value chain of behavioral marketing adds another link –optimization. In just the last year a new generation of technology promises to optimize the purchase of audience segments more effectively across massive inventories for marketers and to match the right seller of those audiences with the highest paying buyer for the benefit of publishers. How is behavioral targeting layered into this new mix? Are these ad network optimizers adding value for marketers or for publishers? And with many different variables and parameters being calculated by these engines in real time, how well does behavioral perform relative to other forms of marketing? In OMMA Behavioral’s signature finale, “Grill the Vendors” we hold these companies’ feet to the barbeque fire and ask them to show us where they add value, and for whom.
