Breakout One: Are We Engaged? The Meaning of the New Metrics "Engagement" is the new black of online marketing: fashionable and perhaps designed to cover a multitude of sins, particularly lack of reach. As audiences fragment and media brands struggle to scale, publishers now sell their ability to engage visitors on their sites with their content, and presumably with advertisers aligned with this brand loyalty. But what is "engagement" anyway? Are there any metrics to indicate depth of involvement with a site? Does content engagement translate into ad effectiveness? When forums, videos, or games pump up "time spent" on a site, is that a fair indication of user loyalty? Ultimately, do media buyers accept this argument that deeper, longer, more targeted audiences make up for lack of scale? Alan Chapell, President, Chapell & Associates Kevin Mannion, Founder and Owner, Sky Road Consulting David Honig, Co-founder, Media6° Jill Griffin, Director of Marketing, Hearst Magazines Digital Media John Brauer, Media Analyst, Nielsen Online Ken Shapiro, Sales Manager, Turner Sports and Entertainment Digital
I'll be speaking on a panel at DM Days at 10:45 to 11:40 on Thursday June 12 at the Javits Center.
The Online Advertising Boomerang: Targeting Ads Online Without Violating Consumer Privacy.
Much has been written lately about the perils of behavioral targeting. Google, AOL, the social networking sights are defending new ad models amid protests related to consumer choice, consent, control and privacy. Learn about how to target ads online, without violating the privacy of consumers; facing the impending backlash.
Rip Warendorf, SVP of Sales at Zango Mike Zaneis, VP of Legal and Public Policy at the IAB Alan Chapell, President at Chapell & Associates
I've been asked to join Scott Delacourt of WRF on this panel for Legal issues in Mobile Marketing.
Wednesday June 11, 2:15 - 2:45 at the MMF, Marriott Marquis in NYC.
Mobile Marketing A Legal Perspective: What You Need to Consider as you develop your campaigns. Learn from an expert the topics to consider when launching your mobile marketing initiatives. This session will present some timely and worthwhile developments, insights, best practices, and risk/reward analysis to the new mobile marketing audience.
Scott Delacourt, Partner, Wiley Rein LLP Alan Chapell, President, Chapell & Associates
April 15, 2008 10:15AM - New York The New Measure of Success: Metrics in the Age of Engagement Engagement is the new mantra of online publishing, but how do publishers define and measure this concept and gather from their audience the data points that are the new coin of the realm in interactive advertising? What metrics really matter most with advertisers? Is it “time spent” or “audience reach?” Do video, digital magazines, mobile, podcasting and other emerging media enhance or confuse the numbers game online? Our panelist will explore how publishers can make best use of their site and audience numbers with media buyers.
Debbie Solomon Senior Partner, Research Director, MindShare
Thursday, March 27 11:30 a.m. - 12:30 p.m. Privacy Challenges and Opportunities With Evolving Advertising Alan Chapell, CIPP, President, Chapell and Associates LLC Don Lloyd Cook, CIPP, Chief Privacy Officer, Feeva Technology, Inc. Dr. Eloise Coupey, Associate Professor, Pamplin College of Business, Department of Marketing, Virginia Tech
In the race toward ever-more precise marketing techniques, new models for delivering advertising are being developed and tested, such as behavioral advertising and location-based advertising, among others. The emergence of these new models has generated an intense discussion about how they fit into our current privacy policy and regulatory environment, leading the FTC to hold a town hall meeting on behavioral advertising in November 2007. This session will provide a report of the content and results of that meeting, and put it in the context of the current and evolving regulatory environment in the U.S. and internationally, with a particular focus on the EU. Additionally, the session will examine the possible impacts on consumer trust and perceptions of privacy in online and mobile environments.
Wednesday, March 26, 2008 Social Networking: Closing the Generation Gap Van Allen, President, TimeLine Recruiting Alan Chapell, CIPP, President, Chapell & Associates LLC Philip Gordon, Shareholder, Littler Mendelson PC Larry Ponemon, CIPP, Chairman/Founder, Ponemon Institute Mike Spinney, CIPP, Principal, SixWeight
Explore the impact of social networking, both in terms of hiring practices (to Google or not to Google...) and establishing policies for monitoring employees' social networking activities within the workplace. This session will utilize Ponemon Institute research to identify the fundamental issues involved with social networking and blogging, and lead a discussion on the very real existence of a generation gap as it pertains to privacy perceptions and expectations. Attendees also will be exposed to the many legal issues (e.g., employee privacy and employment law) involved with employee social networking. All are encouraged to engage in this open discussion, ask questions and offer their experiences.
February 7, 2008 3:00pm: How Open is Open? Google is behind it. Verizon chimed in. Sprint and AT&T claim they are already there. But what exactly is an "open platform" in mobile? Will it help marketers attaint he reach and standardization they find so elusive on mobile? Will "openness" really accelerate adoption of mobile media by offering users more innovative content and applications? What do the carriers mean when they say "open" and what do Google and the new Handset Alliance mean by it?
Moderator: Alan Chapell, President,Chapell and Associates Christopher Payne-Taylor, CMO,AdME Corp. Osama Alshaykh, CTO, Packet Video Dave Oberholzer, Limbo Webster Lewin, Director of Mobile Marketing, R/GA Frank Barbieri, CEO, Transpera
