Monday, September 26, 2011
Major New Research from Nine Key Industry Stakeholders to Premiere at IAB MIXX Conference 2011

Powerful Roster Includes Pair-Ups of Booz & Company and Buddy Media, Amazon and Nielsen, BBDO and Yahoo!, Time Inc. and Innerscope, As Well As comScore, Built Into Entire Two-Day Event and New Track Devoted Exclusively to Research

Studies Showcase How to Build and Share Digital Narratives That Touch Consumers

NEW YORK, NY (September 26, 2011) — Adding a dimension of real world quantitative and qualitative analysis to an already packed thought-leadership agenda, this year’s MIXX Conference, presented by the Interactive Advertising Bureau (IAB), spotlights never-before-seen research from top players in the media industry, including publishers, agencies and consulting companies. The original studies will be unveiled throughout the two-day conference, October 3-4, in New York, and in a newly designed track devoted exclusively to breaking research.

The insights garnered from these studies underscore the theme of the MIXX Conference 2011—“What’s the Story? Building Narrative in the Digital Age.”

The lineup includes:

  • “From Control to Connection: How Marketers Are Transforming Their Capabilities to Take Advantage of Social Media” – first-ever insights from Booz & Company’s Christopher Vollmer and Karen Premo, and Buddy Media’s Michael Lazerow based on a recently conducted joint-research study that addresses how major companies across multiple categories are transforming their marketing capabilities as they expand their social media and digital marketing activities.
  • “Telling the ‘Right’ Story: It’s All About People!” – a look at how telling the right story is as much about the audience as it is about the message—it’s where science meets art. Amazon’s Lisa Utzschneider will reveal some surprising results from their exclusive research with Nielsen—online consumers look distinctly different from offline targets. Learn how to optimize messages by starting with the most important part of the story—your audience.
  • “Branded Storytelling in the Digital Era” – an exploration from BBDO’s Simon Bond of how changes in technology advance the art of storytelling and create new expectations around it. Additional new original research to be released by BBDO’s Bond and Yahoo!’s Lauren Weinberg will examine the key role storytelling plays in today’s digital world of paid, owned, and earned media.
  • “A Day in the Life” – a groundbreaking study presented by Time Inc.’s Betsy Frank and Innerscope’s Carl Marci utilizes biometric measures to monitor the conscious and unconscious responses of consumers as they engage naturally with media. The study will identify the different emotional profiles across generations that media consumers have as they engage with a variety of different platforms, yielding insights and implications for advertisers and content creators about how to emotionally connect with consumers in today’s complex, multiplatform, and often multi-tasking world.
  • “Mobile as Mainstream” – new data from comScore presented by Mark Donovan reveals insights about media consumption across platforms and devices and builds a strong case for holistic audience measurement as a key driver of digital advertising growth.

“Data and research that illuminate the challenges and rewards of delivering meaningful stories online is critical to everyone in interactive advertising and marketing,” said Randall Rothenberg, President and CEO, IAB. “Inspired by the theme of MIXX this year, the research we’re offering our audience will deliver exclusive insights into what is influencing the marketplace and, more importantly, what impacts bottom lines.”

For a complete schedule of these presentations and many others featuring research and cutting-edge analysis, please visit:

This newly announced strong roster of research adds additional depth to the already revealed stellar lineup of key industry influencers and innovators who will present at the two-day MIXX Conference 2011 during New York’s Advertising Week:

  • Chris Anderson, Curator, TED
  • Adam Bain, President, Global Revenue, Twitter
  • Nick Brien, Chairman and Chief Executive Officer, McCann Worldgroup
  • Bob Carrigan, Chief Executive Officer, IDG Communications and Chairman, IAB Board of Directors
  • Kathy Eldon, Founder, Creative Visions Foundation
  • Carolyn Everson, Vice President, Global Marketing Solutions, Facebook
  • Mike Hughes, President, The Martin Agency
  • Abbey Klaassen, Editor, Advertising Age
  • Jaron Lanier, Partner Architect, Microsoft Research
  • Jonathan Mildenhall, Vice President, Global Advertising Strategy and Content Excellence, The Coca-Cola Company
  • John Norman, Executive Vice President, Partner, Chief Creative Officer, The Martin Agency
  • Tony Pace, Senior Vice President and Chief Marketing Officer, SUBWAY Franchisee and Advertising Fund Trust
  • Charlie Rose, Journalist
  • Bill Simmons, Columnist and Special Contributor, ESPN, Editor-In-Chief,
  • Iain Tait, Global Interactive Executive Creative Director, Wieden+Kennedy
  • Alyssa Waxenberg, Senior Director, Emerging Platforms, Starwood Hotels & Resorts Worldwide
  • Jeff Weiner, Chief Executive Officer, LinkedIn
  • Rachel Weiss, Assistant Vice President, Digital Strategy and Interactive Marketing, L’Oréal
  • Dennis Woodside, President, Americas, Google

MIXX 2011 takes place on October 3-4 at the Crowne Plaza Times Square and culminates on the evening of October 4 with the 2011 MIXX Awards Gala.

To find out more about the MIXX Conference and Expo, please go to:

To learn more about the MIXX Awards, and view a complete gallery of past MIXX winners, please visit:

About the IAB
The Interactive Advertising Bureau (IAB) is comprised of more than 500 leading media and technology companies that are responsible for selling 86% of online advertising in the United States. On behalf of its members, the IAB is dedicated to the growth of the interactive advertising marketplace, of interactive’s share of total marketing spend, and of its members’ share of total marketing spend. The IAB educates marketers, agencies, media companies and the wider business community about the value of interactive advertising. Working with its member companies, the IAB evaluates and recommends standards and practices and fields critical research on interactive advertising. Founded in 1996, the IAB is headquartered in New York City with a Public Policy office in Washington, D.C. For more information, please visit

IAB Media Contact
Laura Goldberg
[email protected]