thursday, november 5, 12:00pm - 12:50pm

Digital Branding: Measuring the Effectiveness of Online Brand Advertising

During tough economic times, marketers may be tempted to increase focus on direct response advertising. This is a dangerous strategy. Reducing brand support can result in permanent share loss to competitors who better balance the short and long-term view, and permanent damage to pricing power and margin structure. Brand support is often cut due to the perception that it is more difficult to measure the direct impact of online ads on brand building objectives and offline sales. This is no longer true. New capabilities have arisen to target efficient buys against quality inventory and to measure the brand building effectiveness of online advertising. Online brand advertising is now more measurable than its offline counter parts. Some of the world's largest brands are routinely measuring brand lift in real time and sales lift vs. media cost to generate ROIs of 100% or more. During this session, speakers will: provide best practices for efficient and effective brand building online examine how online brand advertising’s impact on offline sales is measured share how the best online brand advertisers are making the most of tough times and tight budgets

MODERATOR: Josh Goldman, General Partner, Norwest Venture Partners PANELISTS: Andy Atherton, COO and Co-Founder, Brand.net Dan Beltramo, CEO, Vizu Andrew Markowitz, Director, Digital Marketing and Media, Kraft Foods Carl Fremont, Executive VP, Global Media Director, Digitas Richard Guest, Managing Director, New York, Tribal DDB Worldwide

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