Overview

Targeting Tough Times

When the going gets tough, the tough start targeting. The best response to a challenging environment is smarter, more efficient marketing and knowing your customers better than ever. As budgets shrink, CPMs decline, and everyone hunkers down for a rough year, behavioral targeting is promising to deliver ROI just when we need it. In this “recession edition” of OMMA Behavioral we get down to cases and explore how marketers are making the most of data-driven plans here and now.

Behavioral targeting has been on everyone’s radar in the past year but we look at how marketers are deploying a wider range of behavioral disciplines (segmentation, vertical networks, network exchanges, social networks) to improve overall efficiencies. Can brands save money by spending a little more on a behaviorally optimized campaign? With limited budgets challenging old branding and customer acquisition strategies, where, when, and how can intelligent use of customer data find elusive buyers in troubled industries like auto? Is it all a performance-driven game now, or can BT save display and brand campaigns from penny-ante CPMs? When everyone is window shopping more than buying, can retargeting open those tight purse strings and attract even nerve-wracked consumers? Now more than ever, it is important for marketers to know precisely who their target is and where they live online. In this edition of the industry’s longest running show on behavioral marketing, we call in the BT brain trust to target tough times.

Some of our OMMA Behavioral Attendees Include:

Testimonials

“I just wanted to let MediaPost and the OMMA team know how productive I found the OMMA Behavioral program to be.  Really thought provoking, and WHAT A TURNOUT!!!  Congrats on a very successful event – I look forward to the next one!”

“In an industry jam packed full of events, the level of attendance and quality of presentations at the OMMA BT events have remained very high.  We find tremendous value in being part of a group that brings together the leading companies in the behavioral targeting space to participate in an open dialog about the state of the industry, as well as the challenges and opportunities we are faced with.  Thank you to OMMA for continuing to host such events.”
Jeffrey K. Hirsch
President & CEO
AudienceScience
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"The OMMA Behavioral Marketing Conference delivered quality content on a timely subject. The speakers were opinionated and well-informed. We look forward to discussing the evolution of BT at future events."
Brian Lesser
Director of Product Marketing
24/7 Real Media
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“Your one day event was filled with excellent guest speakers who provided valuable information and opinions within an enjoyable environment which allowed for unlimited professional networking. Congratulations to your entire staff.”
Gerry Goldberg
Partner
Travel Amaura Corp.
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“An excellent job on this conference. Steve Smith was right on target and I applaud all the content planning and hard work that went into the forum. Please continue to do this show. It is well worth the effort!”
Kristina Joukhadar
Managing Editor
Circulation Management magazine
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“This event was proof (if any needed) that Behavioral Targeting has moved into the mainstream. An insightful and informative conference that covered all the bases.”
David McMurtrie
Optimization Sales Director International
DoubleClick
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“I always find the events that MediaPost puts on to be relevant and a great place to meet new people.”
Ephraim Diament
Director of Sales & Marketing
MoPhap
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“The forum was a brilliant overview of what is working and what is still problematic in BT. Passionate and engaged experts both on the platform and on the floor. And a nice lunch (thanks to Zachary Britton, and the Front Porch folks). Lots of people stayed for the afternoon sessions - a nice compliment.”
Michael Pollock
President
Pollock Spark, Founder of The Cyrano Project