SEMINARS@MIXX

On September 22, extend your learning experience by joining IAB Professional Development at the MIXX Conference and Expo. Catch the latest thinking and acquire new strategies from today’s leading companies, including: Audience Science, Q Interactive, comScore, Microsoft’s Atlas Institute, BBE, Electronic Arts, Massive, Arkadium, and Wild Tangent.

Seminars@MIXX run from 4:45pm to 6:45pm at the Crowne Plaza Hotel following MIXX. Registration is now free.

Seminar 1 4:45 PM - 6:45 PM	Targeting: Reaching the Right Audience Online - Taught by Experts from QInteractive and Audience Science Room 510, 5th floor Targeting, largely based on contextual approaches, has always been a crucial component of successful advertising campaigns. However, today’s fragmented media landscape and highly empowered users make it harder and harder to find customers and stand out from advertising clutter. This seminar shows how new targeting approaches, based on innovative technologies and analytic frameworks, allow digital marketers to boost both reach and frequency in their campaigns, extend marketing messages across the purchase funnel, and stand out from competitors who may be over-reliant on the crowded contextual advertising space. You will learn the important data sources that underlie today’s most important targeting tools, the principles that allow optimization engines to turn data into insight, and the regulatory and consumer privacy pitfalls that must be avoided at all costs. This seminar will help you get started in the world of data mining and segmentation approaches, retargeting, and predictive behavioral targeting, and also provide proven tips and techniques for those looking to take their campaigns to the next level. Intended for marketers and media planners, this seminar will also be useful for traditional media professionals looking to understand this fundamental capability of interactive advertising. 4:45PM - 6:45PM, Crowne Plaza Hotel following MIXX. Registration is now free. To register for this class, click here. Back to top
Seminar 2 4:45 PM - 6:45 PM	Advertising Effectiveness 101 — When and How to Measure the Efficacy on Digital Campaigns - Taught by experts from comScore Room 404, 4th floor This seminar will teach the basics of online campaign effectiveness including the capabilities of current analytics, common measures of effectiveness, and how to manage measurement projects efficiently. Led by comScore, this class can help address the following questions: What type of measurement should I use for a brand campaign online? Direct response? How can I discern the varying contributions of different placements, creative and publishers? How can I compare online efficacy against offline media? How can I measure digital’s impact on direct sales that they occur offline? Why is it important to understand the distinctions between different methodologies - panel vs.  survey vs. third party database matches? Can I use these different techniques together? Who are the vendors offering measurement solutions and what are publishers and agencies able to do in-house? This seminar is targeted at mid-level media planners, ad sales staff, as well as marketing and research teams from both publishers and agencies, particularly those tasked with proving the value of their media spend. 4:45PM - 6:45PM, Crowne Plaza Hotel following MIXX. Registration is now free. To register for this class, click here. Back to top
Seminar 3 4:45 PM - 6:45 PM	Conversion Attribution – Going Beyond the Last Ad – Taught by experts from Microsoft’s Atlas Institute Room 402, 4th floor Digital media has always been defined by its measurability and accountability, but marketers are increasingly realizing the limitations of today’s narrowly defined metrics. Specifically, the last ad standard that has been in use for nearly a decade has become antiquated as ad campaigns become more complex, users spend more time online, and advertisers reach individuals across multiple channels.  Analyzing campaign success within distinct silos is highly limiting and assigning all the credit to the last ad served is overly simplistic, and conflicts with marketers’ need for true accountability. This class will highlight flaws in current attribution systems that limit the efficiency of digital media on both the buy- and sell-sides, and describe ROI metrics that credit success based on a more nuanced perspective. We will outline industry-leading techniques and cutting-edge technologies that are aimed at solving these problems and paving the way for the next generation of defining the currency of online media. Specifically, this seminar will: Demonstrate research around the amounts of data currently being discarded and synergies being ignored by traditional last-ad ROI systems. Identify publisher positions in the sales funnel and those who stand the gain the most from holistic, alternative ROI measurement techniques. Discuss next-generation ROI solutions in detail - including how they will affect publishers – and identify opportunities for publishers to get involved in shaping the space. Targeted at mid-to-senior level publisher executives, the approaches presented in this class will help you more effectively present your offering to marketers and capture more of the value that your sites bring to the marketing landscape. 4:45PM - 6:45PM, Crowne Plaza Hotel following MIXX. Registration is now free. To register for this class, click here. Back to top
Seminar 4 4:45 PM - 6:45 PM	Video Game Advertising: Engaged Audience, Broad Reach, High Frequency – Taught by EA, Massive, comScore, Wild Tangent and Arkadium Room 405, 4th floor Experts from IAB member companies will explore today’s video gaming sector and the exciting marketing potential unlocked by the growth of this entertainment medium. The class will debunk a number of common myths about this entertainment and advertising format and provide an overview of the video game landscape and up-to-date demographic analysis of the gaming audience. We will then review the kinds of inventory that exist in and around video games, and the kinds of results they can deliver. From display advertising products published “around games” to custom to dynamic ads purchased through a network, and custom-built “adver-games,” you will acquire the information you need to understand how video game advertising works and the tools to start using it yourself. Case studies of actual campaigns and demonstrations of the gaming experience will illustrate the opportunities for exciting and effective marketing campaigns. 4:45PM - 6:45PM, Crowne Plaza Hotel following MIXX. Registration is now free. To register for this class, click here. Back to top
Seminar 5 4:45 PM - 6:45 PM	Understanding and Succeeding with Digital Video Advertising – Taught by experts from BBE Room 502, 5th floor Video is an increasingly important part of the online experience, with more and more content available in every category, from user-generated clips to full network programs. And with this dramatic growth of video content, marketers are able to access an entirely new form of advertising inventory that combines the addressability and flexibility of more traditional online formats with the emotional depth and story-telling capabilities that make TV advertising the center of most branding activity. This seminar will place the current user experience in its historical context, outlining the evolution of today’s video advertising, describing the rich universe of content as well as the shape of the audience it attracts. We will discuss the available ad formats and their strengths and weaknesses for various marketing objectives, and what unique capabilities that addressable video advertising brings to the marketing arsenal. Specifically, the class will address these key questions: What is the consumer experience that is driving adoption of this medium, and what is the path of its likely evolution? What new advertising opportunities does this medium enable? Who are the key players and what do they offer consumers and marketers? Who is doing video advertising well today and what lessons can be drawn from this success? Why is digital video different from every existing advertising format, and how can you take advantage of these important distinctions? Richly illustrated with examples and case studies, this seminar will outline proven strategies and provide an operating philosophy that will enable success for marketers looking to invest in this channel. 4:45PM - 6:45PM, Crowne Plaza Hotel following MIXX. Registration is now free. To register for this class, click here. Back to top