The Armchair Revolution - “Broadcasters have a lot to worry about….”

The Armchair Revolution sessions will provide an introduction to the Connected World by examining the new landscape in which users - and not necessarily the traditional players - are beginning to set the agenda for tomorrow’s broadcast industry.

Cross Media Marketing Synergies: Spreading Dollars Across Channels

With consumers adapting rapidly to a cross-media “way of life,” it is now more important than ever for traditional and digital advertisers to understand the value of levering multiple media channels to achieve the greatest impact and strongest ROI. In order for this to occur, marketers need to spread their branding budgets across channels, benefiting from some of the cost efficiencies that the Internet provides while capitalizing on the inherent synergies of cross media advertising.

comScore EVP Erin Hunter, and Doug Chavez, Director, Digital Marketing, Del Monte Foods, will present a brief overview of the current state of the advertising industry, specifically highlighting synergies that can be gained from advertising across platforms, the need for active coordination among traditional and digital marketers to capture these incremental gains, and the necessity of sound, consistent measurement to evaluate the effectiveness of cross-media campaigns.

Bringing these insights to light, Hunter and Chavez will present a detailed analysis of cross-media effectiveness results from a recent campaign. Exact study parameters and objectives are TBD. However, the presentation will include an overview of study objectives, methodology/design and key findings, providing audience members with actionable cross-media insights and a strong argument for considering cross-media strategies.

comScore, Inc. Update

comScore: Forget the "Click" - How the Click-Thru Metric is Holding Back Digital Media Spend

This pan European study based on almost twenty case studies with clients such as Microsoft Advertising and Fox Networks shows the latent impact of display advertising. Why is the effectiveness of online advertising still measured on click-through rates when they are only 0.13% in Germany? What metrics can be used to prove that online advertising works? The study is highly accepted in the market given the wealth of comScore advertising data and the insights gained from a global panel of over two million internet users. comScore is well positioned to deliver a compelling session around the game changing results of the "How Online Advertising Works: Whither the Click in Europe?" study, and can show key differences across European countries. Attendees will leave this session with a fuller understanding of, and actionable insight into, the way consumers interact with online advertising.

comScore, Inc. Update

Targeting Your Ultimate Consumer: Specific Demographics and Real Life Applications

The most successful digital marketing campaigns usually have one thing in common: an understanding of the target audience - how they behave, how they interact with digital channels - how to ultimately reach that target demographic with a compelling message. Panelists will present the latest research on "Women on the Web" consumer behavior, highlighting variations among the female demographic. Covering psychodemographics and real life applications, learn what you can do with this data to improve your search marketing campaign and reach your target customer.

Whither the Click 2

Future of Advertising

TBD

The Digital Consumer: What Is Being Consumed and By Whom?

Your digital fundraising success will depend on how well you understand how consumers are consuming online media. This presentation will give you an in-depth look at what is being consumed and by whom and more importantly, how consumers' digital behaviour affect your online fundraising activities. Brent Lowe-Bernie will provide a complete breakdown of the latest trends and perspectives to help you accelerate your traditional and mobile online campaigns.

Is Google Taking Too Much Credit?

Google recently announced that its search and advertising tools generated $54 billion of economic activity in the U.S. in 2009. But, as we all know, there are a number of different factors that contribute to sales conversions both on and offline. In this session, we’ll examine the role of search in the media mix and discuss best practices for evaluating performance across all channels. We’ll also look at some of the more evolved attribution models being deployed by search marketing advertisers, agencies and technologies.

When Money Moves to Digital, Where Should It Go?: Identifying the Right Media Placement Strategies for Your Display Campaigns

As more dollars move to digital and the brand building value of display becomes inherently clear, the question becomes, “Which media placement strategy should I use and when?” Join comScore and ValueClick Media for a first-of-its-kind research analysis of the relative effectiveness of a variety of popular and innovative advertising placement strategies. The research, which utilizes comScore AdEffx Action Lift, includes insights from over 100 digital campaigns. Explore the impact of different placement strategies, including retargeting, contextual, audience targeting and premium and efficiency pricing models, have on consumers' site visitation and trademark search behavior.

Getting the Most Out of Social Media Measurement

Some advertisers tout the effectiveness of social as a result of the viral, pass-along nature of the medium through sharing. However, in a media world where paid media exposure is still king, most media planners and buyers don’t know the tools that are out there to measure social, what the metrics should be, and how to integrate their findings into other measurement tools. This session will not only identify those tools, but also answer questions such as: how easy is it to measure second and third degree of exposure? Are advertisers taking these metrics into account for reach and frequency, or are they simply trying to measure engagement? And can it serve all those masters?

Keynote: The Future of Online Audience Measurement

In this keynote presentation, comScore Executive Chairman Gian Fulgoni will provide an overview of the current state of online audience measurement and the future direction of the industry. His discussion will include an in-depth look at the current digital measurement market, an analysis of various leading methodological approaches and case examples of how marketers are using cutting-edge research to improve the return on their marketing investments. In addition, Mr. Fulgoni will examine the various metrics that can be used to measure online advertising effectiveness, highlighting their positives and negatives.

Understanding Online Audiences

Toby Crisp, Senior Marketing Solutions Analyst at comScore will illustrate audiences online behavioural patterns, presenting effective tools to engage and maintain audience interest.

Panel: We Know What You Watch

Tracking beacons, advanced analytics, and other web video measurement tools help creators better understand their audiences. They help firms target consumers more effectively, and are an important part of the new web-based creative economy. But should we accept that advertisers know our intimate preferences, and that they watch our every keystroke? When does this kind of behavioral tracking go too far? And how can we tell the difference between sophisticated analytics and straight surveillance? This session probes deep questions of privacy, identity, and the future of the media system—in which you watch media and media watches you back.

Analyst Perspective - Expert Analysis of the Indian Online Travel Market

The current state of online travel in India - find out which distribution models are set for future growth and which companies are ripe for success.

• Who will go public? Who will be up for sale? And who will buy them? Where will the smart money be invested - technology, people, product?
• How has the industry landscape changed over the past year and how should you position your company for the future?
• Are there any market drivers which the industry is ignoring? If so, what needs to be done?
• Will the increase in online bookings continue?

Get the Facts You Need on How Fast Mobile in Travel is Evolving

The number of Europeans accessing the web via mobile devices has increased to X% in 2009. Your customers are trying to access your brand via mobile - but are you ready? Get facts you need to proceed.

• Who is the European mobile travel consumer?
• What are they searching for?
• What are their expectations of your brand and communications?
• Which mobile devices do they use?
• How frequently do they use them to research and book travel products?
• How will the travel industry adapt to mobile?

Mobile Applications & Social Networking

Mobile communications devices and applications are primarily designed to increase efficiency and productivity for professionals on the go. However in recent years, mobile subscribers have expanded the utility of such technology to meet their social needs as well. For many people, particularly younger users, iPhone, Android, BlackBerry devices, and other handhelds primarily have a social function. As witnessed by the MySpace, Facebook, and Twitter explosion, many more companies have exploited the growing demand for social-mobile applications. Over the next 12-18 months, mobile investment is expected to increase, while investment in social applications is expected to remain flat. Does this mean social apps are losing their appeal? Also, recent reports indicate that Apple was responsible for 99.4% of all mobile app sales in 2009. Is there room for anyone else? This panel will explain why some predict that mobile app revenue will hit $25 billion by 2014 as well as the key drivers behind such growth.

Keynote: Focus on Data

Roundtable Discussion: Data - From Aggregation to Action

There is more data available on consumers, including demography, linked data, behavior patterns, likes, dislikes, and usage patterns than ever before. The challenge is taking this data and distilling it into actionable results for your business. Web views, emails, search data, clicks, social network posts, empirical data like purchasing habits and credit scores, opinion panels and surveys must be properly aggregated, analyzed and disseminated to be used as a basis for meaningful action.

Master Class Keynote: A Digital Year in Review - What You Need to Know Moving Ahead

The last two years represented a critical juncture in a relatively brief history of digital media; a period that was marred by the overhang of a global economic recession that had a particularly negative impact on the U.S. advertising and e-commerce markets. But it was also a period in which digital consumer activity soared, new innovations grabbed hold in the marketplace and businesses got more serious about navigating the digital landscape. In order for digital marketers to position themselves for success in the year ahead, one must begin by reflecting on what has happened over time and how the prevailing trends set the stage for 2011 and beyond. Among the many questions that will be addressed in during this session include:

• Which consumer trends dominated the digital media landscape in 2010?
• How are people spending their digital media consumption time?
• Which new and emerging technologies and services are capturing the attention of the marketplace?
• What is the state of the digital advertising market?
• How are trends in the mobile market changing the digital media landscape?

comScore''s annual Digital Review offers an overview of the prevailing trends in digital media usage during the year and considers their implications for the year ahead. This report will examine the trends in Internet usage, search activity, e-commerce, online video consumption, online advertising, and mobile, and what digital strategies will be most important for success in short term.

The State of the Online Travel Industry: What Will the Future Bring?

• State of OTA's
• State of search marketing
• Overview of mobile marketing
• Overview of social media

Making the Case for Digital

Understand why pharma advertisers need to rethink their media spend and embrace the digital ecosystem. This panel will tackle the following questions:

• Has pharma adapted their media plans since last November’s FDA hearings to discuss the need for social media guidelines? What has changed? What has stayed the same?
• Although pharma advertisers are slowly moving a portion of their traditional media dollars over to digital, are they doing it correctly? How are pharma companies moving the needle?
• What kind of KPIs does digital need to prove it’s just as effective as television?

Research-Driven Insights “From Keywords to Content: Extend the Power of Search Branding

Gain insights into the hot topics of online search, branding, and user-experiences from the industry-leading research house, comScore.

• Many brands are only utilizing search for direct response, and as a result, are missing out on strong branding opportunities.
• Search terms must go beyond core brand and product terms to make an emotional connection with the users.
• Brands must do more than refine their keyword strategy – they must employ a solution that bridges the gap between search and display.
• Leading brands showcase how they are extending the reach of their keyword targeted campaigns -- and making a true emotional branding connection with patients & caregivers.

Field of Media Research Dreams: The latest tools for sharper media planning and buying

Primary research companies will discuss new directions they are taking in their product line. Hear the highlights of key new products in their portfolio and those in the works. Discover the process they go through to decide whether to invest in a new research tool. When is a medium important enough to justify the cost of measuring it? How do you judge the business potential of a medium such as the iPad once it is measured? See research companies as businesses with their own costs, P/L requirements, stockholder demands, etc.

Creative Engagement: The Missing Link in ROI

As the market begins to adopt audience-based buying, the reign of "Content as King" is being challenged. Premium publishers are being asked to present a compelling story on the role their creative plays in advertising ROI. New comScore ARS research clearly shows that the ability of content to generate engagement plays a role beyond audience building; actually magnifying recall and shifts in preference for advertised brands. comScore ARS will share the findings of their cross-brand meta-analysis and provide case examples of how viewer engagement is providing the missing link in managing the returns of placed advertising and viral campaigns.

Canada’s Cross Media Consumer Database

As magazines are increasingly delivered in multi-platform digital formats, and the internet continues to grow as an advertising medium, the convergence of these two trends leads buyers and sellers to seek one single source for media and consumer purchase information. In Canada, PMB is the leading source of print audience and product/brand data, while comScore is the leading supplier of internet usage data, thus providing an ideal partnership to bring a single fused database to the market, thus forming an ideal partnership to respond to this need. This paper describes the development of this cross-media consumer database including the ‘congruent’ fusion model used while highlighting the many insights gained from this important product with numerous examples.

A key benefit of this ‘fused’ database is the ability of magazines and national newspapers to prove the strength of their combined audience over the traditional and digital platforms. The nature of the traditional and digital audiences will now be available in one database, informing the print and online planning and buying process accordingly. Agencies and planners can have access to a single source of data on print readership and internet usage, and internet behavior by brand usage – a significant step forward for the media measurement industry.

This jointly developed product is unique in Canada and indeed globally as it is born of a partnership between a not-for-profit tripartite measurement company and a commercial publicly traded company. The partnership permits the joining of Canadians’ observed online media habits with print readership and other media consumption as well as an extensive set of product and brand usage information all in a single database.

Advertising Effectiveness

TBD

TBD

TBD

Brand Advertising and the Importance of the Click

The panel will be opened with Anthony Psacharopoulos's (comScore) presentation and will continue with discussion, moderated by Diego Semprun (Nielsen). Participants: Tom Bowman's (BBC), Marvin Liao (Yahoo!), Anthony Psacharopoulos (comScore), Amber Williamson (UM), Andy Fisher (Starcom MediaVest Group).

Mobile World Integrated Marketing Planning

Integrating Mobile into the media channels and advertising strategies now available to marketers.

Social Media and Brand Reputation

The panel will be opened with Giles Palmer's (Brandwatch) presentation and will continue with discussion between: Blake Chandlee (Facebook), Mat Morrison (The Magic Bean Laboratory), Giles Palmer (Brandwatch), Rand Fishkin (SEOmoz.org), Anthony Psacharopoulos (comScore).

Optimization of Mobile Technology: Multifunctional Mobile Devices That Will Effect Marketing Strategies

Understanding how and why fully functioned smartphones are changing the world of marketing on the run.

Online Video Industry Forum (Hosted by IAB Digital Video Committee)

In this content-rich, multi-faceted session, Joey Trotz, Senior Director, Strategic Advertising Technology at Turner Broadcasting and Co-Chair of the IAB Digital Video Committee, will lead a deeply engaging session covering today’s most critical and exciting issues in the online video space, including:

• Sharing the latest data, trending and strategic insights from across the online video market.
• Discussing the latest developments with regard to advertising standards for online video and sharing some exciting information about the new universal, IAB-approved online video advertising format.
• Hearing from representatives from leading media companies and advertisers as they provide deep-dive, case-study reviews of successful online video marketing efforts.
• Facilitating an open forum with ad:tech attendees to gather input from the community and discuss and debate issues that are important to publishers, advertisers and service providers as they relate to buying, selling and measuring online video.

State of Home Furnishings Online

comScore, a global leader in measuring the digital world, is the leading source of digital marketing intelligence. Ms. Vlahavas’s presentation will discuss trends over the past year as they specifi cally relate to home furnishings sales online and key players within the space. She will show how home furnishings retailers are using social media and the real impact it has on buying behavior. Her presentation also will examine how consumers use the Internet and search specifically during their purchase process regardless of the channel in which they ultimately purchase.

The Future of Programming Distribution

Consumption of content and programming in non-traditional ways is accelerating. Improvements in technology will continue to act as a catalyst in allowing consumers more options. What does this mean for programmers and program producers today and in the months and years ahead?

• Where are Canadians going online and where are they spending time?
• What are the hot categories?
• How big is Social Media? Online Video?
• How does the Smartphone change mobile consumption?
• How does consumer behaviour change in the multi-screen world?
• Of the top twenty sites used by Canadians how many are Canadian?
• With the introduction of web TV watched by Canadians -- where will advertising dollars go?
• How will Canadian programming be supported in the future if advertising dollars are siphoned off to other jurisdictions?
• What role will traditional broadcasters have?
• Where will production money come from if/when advertising dollars migrate to the web?

Online/Channel Insurance: Shopping and Trends

This presentation will share with attendees what comScore has learned about what works and what doesn’t in online marketing, based on their tracking of personal lines P&C, life, and health in the online insurance space since 2004.

Role of Market Research, Competitive Intelligence and Secondary Data in Measuring Effectiveness

In an environment where resources are scarce and patents are fast expiring, effective product planning is vital to ensuring the success of your organization. Market research is an integral partner in any decision making process at any phase in the pharmaceutical lifecycle. Additionally, when used correctly, competitive intelligence can provide invaluable to help shape strategy and future growth plans. This session will address:

• Assessing optimal brand positioning and messaging through research
• Gauging the level of success of a sales force with respect to message delivery
• Using secondary and primary data to provide analytic solutions to sales and marketing teams
• Measuring Direct to Patient, Physician or Consumer promotional ROI of various channels and media
• Competitive Intelligence & Market Research: What Degree of Partnership or Cooperation Works Best?

State of the Latin America Online Retail Economy

Understanding Consumers Behaviors, Expectations and Preferences in Today’s Converged World of Video Viewing

There is a lot of debate right now about how online video and television can work together. The possibilities of digital TV and its place and time-shifting capabilities mean that the line between digital and traditional is increasingly blurred. Online video goes well beyond simply repurposing television content – with opportunities that extend the reach of TV, encourage interactivity and engagement. And now, with the growth of ‘TV Everywhere’ and other cable/broadcast initiatives designed to stabilize the cross media distribution business model, it is more important than ever to understand the synergies of online video and television.

In a first-ever presentation of results from a study looking at the interplay between online video and TV for premium content, comScore Tania Yuki will share key findings and unveil consumer sentiment/expectations about the converging platforms. Using these study results, Ms. Yuki will also address some key implications and industry questions as they relate to measurement across channels:

• What are the biggest challenges we face when it comes to accurate measurement and industry adoption? How can we overcome these challenges while still appealing to all involved parties?
• How will video usage across platforms work together, and how can we create an environment in which the channels complement rather than compete with each other?
• As the video landscapes change, how will this impact the way we measure across media and what should we be considering now?

The Global Digital Path to Purchase

Consumers’ use of the Internet continues to grow strongly on a global basis. From social networking to search to product reviews, consumers around the world are using the Internet to redefine how they receive and act on information in support of their buying decisions. This provides forward-thinking retailers with virtually unlimited opportunities to communicate and engage with their customers in new and powerful ways. In this presentation, comScore Chairman Gian Fulgoni will use data gleaned from comScore’s continuously-tracked panel of 2 million Internet users to show how consumers across the globe are using the Internet and how online marketing by retailers can build sales – both online and in retail stores. Gian will lead a discussion with a leading global cross-channel retailer to discuss their strategies for taking advantage of the power of the digital shopping channel

Maximizing Your Returns Online