Mediapost OMMA Publish

Tuesday June 17 2:00pm, Marriott Time Square, NYC

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

Mediapost OMMO Publish

Tuesday, June 17 at 2pm at the NY Marriott Marquis, I'll be moderating a panel for OMMA Publish.

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?

Moderator: 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

DM Days

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

MobileMarketingForum

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