SES Chicago: The Leading Search & Social Marketing Event
Wed - Thurs, November 16-17, 2011, Chicago, IL
Crossing the Digital Divide: The Leap from Search to Display - Wednesday
Many advertisers who embrace the highly measurable, highly efficient world of search engine marketing remain on the sidelines in display. Historically, display advertising has lacked the targeted pricing, placement, and ROI of search. The advent of new display optimization technologies and next-generation ad exchanges, however, is offering a radically fresh take on an outdated media model. Demand-side platforms, in particular, offer advertisers better control over pricing and targeting, and power these advantages by creating advertiser-specific algorithms. (That's a shift of power that search marketers can definitely appreciate!) In this session you will hear a "101" introduction to DSPs and ad exchanges, as well as advice for experienced search advertisers who want to take a first foray into exchange-traded display to broaden their media mix.
We can all name the most prominent brands. But today, brand and reputation management has as much to do with safeguarding as it does with building. Brand saboteurs are lurking around every corner - especially in the age of social media where news spreads like wildfire - and organizations need to manage risk, anticipate attacks, and bounce back fast after a hit.
How can you protect your brand? By playing active and consistent defense. That starts with understanding how susceptible your organization is to brand sabotage - and knowing how to reduce its likelihood and impact. In this session the speakers will discuss how to assess your brand risks, learn how to detect early warning signals, and adapt your defenses. You will learn what you can do to manage your reputation on-site, in social media, across customer complaint sites, in product searches and in the news The speakers will also draw on the experiences of today's most well-known brands. By building an organizational capacity to expect the unexpected and understanding your brand risks, you'll be in a better position to head off trouble before it occurs - keeping you one step ahead of your potential saboteurs.
Wed - Thurs, November 16-17, 2011, Chicago, IL
Crossing the Digital Divide: The Leap from Search to Display - Wednesday
Many advertisers who embrace the highly measurable, highly efficient world of search engine marketing remain on the sidelines in display. Historically, display advertising has lacked the targeted pricing, placement, and ROI of search. The advent of new display optimization technologies and next-generation ad exchanges, however, is offering a radically fresh take on an outdated media model. Demand-side platforms, in particular, offer advertisers better control over pricing and targeting, and power these advantages by creating advertiser-specific algorithms. (That's a shift of power that search marketers can definitely appreciate!) In this session you will hear a "101" introduction to DSPs and ad exchanges, as well as advice for experienced search advertisers who want to take a first foray into exchange-traded display to broaden their media mix.
- Moderator:
Jon Myers, SES Advisory Board; Director, Account Management, Yahoo! UK & Ireland
- Speakers:
Alan Chapell, President, Chapell & Associates
Dax Hamman, Chief Revenue Officer, Chango
Marc Poirier, Co-Founder and VP Marketing, Acquisio
We can all name the most prominent brands. But today, brand and reputation management has as much to do with safeguarding as it does with building. Brand saboteurs are lurking around every corner - especially in the age of social media where news spreads like wildfire - and organizations need to manage risk, anticipate attacks, and bounce back fast after a hit.
How can you protect your brand? By playing active and consistent defense. That starts with understanding how susceptible your organization is to brand sabotage - and knowing how to reduce its likelihood and impact. In this session the speakers will discuss how to assess your brand risks, learn how to detect early warning signals, and adapt your defenses. You will learn what you can do to manage your reputation on-site, in social media, across customer complaint sites, in product searches and in the news The speakers will also draw on the experiences of today's most well-known brands. By building an organizational capacity to expect the unexpected and understanding your brand risks, you'll be in a better position to head off trouble before it occurs - keeping you one step ahead of your potential saboteurs.
- Moderator:
Alan Chapell, President, Chapell & Associates
- Speakers:
Jonathan Copulsky, Principal, Deloitte Consulting LLP
Tony Wright, CEO, WrightIMC
Labels: Speaking
