Thursday, June 11
8:15 AM Sponsor Breakfast Presentation
Marketable Moments Require Creative Relevance
Life is made up of marketable moments. But when searching for the perfect diamond ring, graduation gift, or honeymoon trip online, we see basic, impersonalized messaging. The approaches to creative in the search engine ecosystem yield copycat ads with little to no actionable language. Our chief challenge as marketers is to create richer customer engagements – so why do we take a one-size–fits–all approach to our ad creative? In this presentation, you will understand the forces driving these moments and how humans and algorithms can combine to achieve results. Creative optimization makes marketable moments even more memorable.
Presenter: David Greenbaum, CEO & Co-Founder, Boost Media
David Greenbaum is the co-founder and CEO of Boost Media, the world’s leading creative optimization platform. Prior to founding Boost, David was an Associate at Plum Capital, a media-focused Venture Capital firm, Director of Strategy and M&A at Interval Leisure Group, and an Analyst at Goldman Sachs. David is a recognized expert on creative optimization and speaks at Stanford GSB, Search Insider Summit, Ad:Tech, ClickZ Live, Smarter Search Summit, and Search Engine Strategies. David concentrated in Political Science at Brown University and later earned his MBA at the Yale School of Management.
1:10 PM Sponsor Luncheon Presentation
Outside the Search Box
Your life doesn't fit in a box. Neither should your search. Here at Bing we know that search is evolving and finding what you need requires more than a search box and list of links. Consumers aren't just searching, they are seamlessly navigating between channels and devices. Evolving inputs such as voice search are creating new scenarios and new user signals are building connections that bring in personally relevant information. Learn about how these new search experiences through Bing can provide advertisers new behavioral and contextual targeting capabilities, richer advertising experiences and mobile opportunities to reach consumers.
Presenter: Mike McMeekin, Director, Advertiser Analytics and Insights
Mike has spent over 11 years in many different areas of the SEM industry. Early on his focus was selling SEM services to SMB’s in college and then developing and executing strategies for Fortune 500 clients at various ad agencies. He has spent the last 8 years helping manage the Search Advertising businesses at Yahoo and then Microsoft.
He now leads a team of talented advertising analysts and data scientists within the Bing Ads business group. They are tasked with understanding advertiser’s demand for the Bing Ads platform as well as producing meaningful insights about the platform for advertisers to use. This includes the development of new ad products and audience insights, analytics regarding advertiser and marketplace behavior, multiple forms of attribution modeling, user response and ad effectiveness, and various other types of analytical work.
In his spare time he enjoys traveling with his wife, Danielle and their two sons, reading science fiction and economics books (separately), playing golf, and watching the University of Kansas Jayhawks play basketball.