Maximizing Your Returns Online

Success has many metrics. From building condition and brand awareness to driving offline prescriptions, the internet is becoming an important part of Pharma brand marketing mixes. Quantify online activity from display advertising, paid search and website activity to social media and the emerging mobile internet. Learn the latest trends online and what they mean to your brand.Finally, compare the success of your marketing activity against the updated Pharma ROI norms developed over the past four years.

Join comScore Chairman Gian Fulgoni as he presents a quarterly review of the state of the U.S. online retail economy during a complimentary, live webinar on Thursday, February 11 from 2 - 3 p.m. EST/1 - 2 p.m. CST/11 a.m. - noon PST. This installment includes an overview of e-commerce trends in Q4 2009, a detailed analysis of the 2009 holiday e-commerce season and survey findings that highlight consumer sentiment about the current state of the economy.

Presentation Highlights Include:

• A recap of 2009 holiday e-commerce trends, including an analysis of changes in shopping behaviors throughout the season and the role of various marketing activities, such as free shipping and social media
• An overview of changes in consumers’ online spending patterns from early 2008 through the fourth quarter of 2009
• Analysis of spending patterns across key product categories during Q4 2009
• Review of consumer spending by demographic segments
• Analysis of key digital marketing trends as they relate to e-commerce, including social media, mobile, advertising and couponing/promotions

Understanding consumer online shopping behavior and competitor online strategies has never been more important for health insurance companies looking to generate new leads, write new business, and steal market share from competitors, both in the individual health plan arena as well as in the Medicare Supplement business.

During this session, I will review the trends and strategies that are driving online health insurance, including:

• Visitation and quoting at health insurance company and aggregator sites
• Online display advertising for health insurance
• Consumer search behavior and insurer and aggregator search strategies

The recent recession, coupled with advances in technology, has changed how people shop. Consumers spend more time in the digital world than ever before. However, while consumers’ media usage has shifted, marketing budgets haven’t made a comparable transition. Marketers face a number of challenges in evolving to a new digital media mix, but with those challenges come exciting marketing opportunities.

In this webinar, attendees will learn how to rapidly develop digital promotion strategies that drive store sales, measure their effectiveness and optimize the media mix.

Learn more from our experts about:

• How consumers have shifted their media usage & the opportunities it presents marketers
• Repurposing successful legacy marketing programs for a digital world
• New paradigms to acquire and retain customers for your store
• Best practices in digital marketing for your store
• How to measure the impact of online advertising in lifting retail sales

Traditional & Digital Media Metrics and How They Are Merging: What Are The RELEVANT New Tools?

Guest of Honor Opening Address: The Digital Consumer Will Shape the New Brave New World

Consumer consumption of media has changed. Your success in the new digital world will depend on how you capitalize on the many digital opportunities that exist today and tomorrow and integrate them with your other media platforms. Your must adapt to survive successfully. In developing your new business models for the digital world, it is essential that you fully understand how consumers are consuming digital media, not only in Canada but also globally.

All delegates are invited to attend this Opening Address by our Guest of Honour, Mr. Magid Abraham, President, CEO and Co-Founder of comScore Inc., for a detailed look at the latest trends in digtial behaviour in the New Brave New World both internationally and domestically.

Course Collision

Audience measurement firms and Web Analytics vendors are on a slow course collision with each other. This past year we have seen hybrid methods of data collection augment the traditional panel and partnerships within the space strengthen the ability for marketers to measure planning through execution on their campaigns. This panel discussion of industry leaders will focus on helping the audience understand the evolution of the space and the cohesion within the analytics supply chain.

How to Move from Great Ideas to Execution

Please join 212NYC for an agency-only Professional Development event, sponsored by DBG and hosted by Microsoft. The evening will begin with a thought-starter panel addressing key issues surrounding today’s video landscape. Our conversation will weave in trends 2010 revelations & trends, known barriers to entry and industry solutions; innovations to watch, & best practices in order to develop & launch a successful video campaign. Moderated by Live Idea’s Larry Smith.

Following the panel, we will break into two sessions that will cover topics such as the most effective uses of video, the role of original video content, campaign successes/failures, and the mechanics of your campaign – pricing, measuring, & planning checklists. These sessions are essentially workshops, facilitated and co-led by teams cast to provide the most stimulating discussion and instruction possible.

The Mobile Economy: Apps, Entertainment, Marketing & the Consumer

Join Los Angeles Business and Industry Executives as they discuss the opportunities the mobile economy provides entrepreneurs, small business and corporate America when 58% of Americans had a smart phone with access to apps and entertainment in 2009 and this statistic is forecasted to grow considerably in 2010. Our industry experts will discuss successful business models and product development strategies for the mobile platform as well as the impact of this industry will have on our future workforce.

TBD

The Future of Advertising Track

Advertising Accountability: Metrics and Analytics around Video, Social Media, P2P, and User Generated Media
With advertising and the new technologies grabbing an ever greater share of the total advertising dollar, the need for accountability is greater now than ever. Data can be interpreted in any number of ways, drawing any number of conclusions, some proving to be on target, others leading to shaky investment of time, energy and useful results. The good news is that the ability to understand the metrics and analytics being applied to the new technologies - broadband, UGM, Social Networks, P2P and mobile – are beginning to show results. In this session, we will take a look at the latest techniques and question the assumptions that underpin advertising in the new medias.

How To Invest Successfully In Mobile Marketing & Advertising For The Long Term

• What response do you want? MMS, SMS, QR codes and gateways
• What are the current statistics on engaging with mobile marketing
• Evaluating branded experiences
• What do agencies add in the value chain of mobile?
• Understanding search on mobile
• The mobile ad user experience: what’s the relationship between useability and attention

Measuring Purchase Data For CPG Brands

In the past year there have been significant strides made in tracking post-purchase behavior by companies like Nielsen, Comscore and Catalina Marketing. Many CPG brands are starting to track how their online ads are driving actual sales lift in new or repeat customers. This session will start to lay out the path for understanding how to use this data, what the pitfalls are for each of the methodologies and how a good CPG buyer can start to increase the effectiveness of their ads using this data.

Moderator: Innovation in TV/Internet Measurement

How TV Ad Viewing Impacts Online Search
Learn about NBC and Google’s unique technique for analyzing the impact of TV ads on online search.

Monetizing & Extracting Marketing Productivity from TV Audience Measurement
Learn how TRA and CBS merged second-by-second TV set-top box tuning data with verified offline purchasing behavior to improve adspend ROI.

Evaluating TV Ad Campaigns Using Set-Top Box Data
Learn how Google is transforming set-top box data into meaningful metrics for measuring how the audience you want is responding to the ads you

Search: Where to Next?

It's been said that the best way to predict the future is to invent it. And almost everyone likes to speculate about the future. When it comes to search marketing, none are better at it than our veteran panel of industry insiders. Join us for an illuminating discussion as we peek into the next generation of digital marketing and predict what search might look like in the following five to ten years. What should be on your search radar for 2010 and beyond? Does the key to the future of search lie in personalization? Do social networks herald the end of search? Certain industry pundits have even been heard to say that SEO is dead. The future is coming. Are you ready for it?

Understanding People’s Media Behavior

Foundational research in online video advertising effectiveness
Learn about & see case examples highlighting in-video online advertising effectiveness research. Understand the impact of various format types (such as pre-roll, mid-roll and sponsorships) and various channels (premium publishers vs. ad networks).

International: Online, Search, and Social Media

Measuring Online Video in the UK
Learn about in-depth U.K. ad effectiveness analyses that evaluate the efficacy of ad formats and exposure frequencies.

Cost Effective Video Marketing

The statistics of online video are convincing.

According to comScore:

• Online video viewers are 20% more likely to make a purchase online
• 16.8 Billion Online Video Streams
• 151 Million people can be reached 110 times per month
• Online Video can reach 70-80% on internet users per month
• Total Online Internet Videos are up over 66% from last year
• Online Video is big across all age categories
• Youtube videos are up 98% since last year
• Online Video Advertising is in the Early Stages

Learn how your business can use online video to boost sales and brand awareness. You can spend tens of thousands of dollars on videos for your business or you can spend zero dollars. Find out what types of video will work best for your business and your budget.

The State of Digital Display II: Is it Back?

Online is one of the few ad sectors not decimated in the recession, but it's tough to know what exactly happened to display as the numbers get lumped with search. We hear from the leading companies that have the data to show what actually is going on out there. Who's spending what and where? The new super-sizes units are bigger -- but do they work better? Is reach & frequency once again the way to get "traditional" marketers on board? Will the ad exchanges make ad networks obsolete as every publisher can just create their own? Is the market stratefying into an easier to buy three-tiered ecosystem? What techniques can planners use now to improve the efficient reach of their buys?

Understanding the new consumers—and creating a strategy to reach them

Success today means understanding the consumer at a new level—who's buying online, by gender, income and other measures; how groups are changing their online spending patterns; what they're buying and how much; where they are buying it; and how the always-connected generation will change online retailing soon. This session will provide a deep look into the data behind the statistics—and ideas on how retailers can shape their strategies to fit the shifting market.