| Data | Setembro 13, 2010 | |
|---|---|---|
| Locação |
Loews Coronado Bay Resort Coronado, CA United States |
|
| Palestrante | Erin Hunter, EVP Media, comScore, Inc. | |
| Tempo da sessão | 10:45 a.m. - 11:15 a.m. |
| Descrição |
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. |
|---|
