The Internet has changed the face of marketing for everybody, but for the Eastman Kodak Company, it also changed the nature of their product line and brand positioning as consumers moved from film cameras to digital cameras, from development costs to free viewing of digital images and relatively inexpensive photo printing, from photos contained in albums on the shelf to photos zooming across the I... More

Offline. Online. Above the Line. Below the Line. There is no line. Never—in the history of advertising—has the exercise of strategic media planning and buying been so challenging. Digital media and technologies have unleashed a torrent of new advertising platforms while traditional media platforms endure increased scrutiny in an era of performance marketing. The media mix has never been so vast ye... More

The definition of interactive continues to change. Digital is no longer a fixed medium, but is now making its way out of the home and the office into new venues and devices. With this evolution, opportunities are beginning to emerge in categories such as telematics, radio frequency tagging, home mobility and digital out-of-home (OOH), to name a few. The Interpublic Emerging Media Lab will facilita... More

How are leading media and entertainment companies looking at the evolving distribution landscape and taking advantage of multi-platform opportunities in an era where content can be distributed via broadcast and cable, online, through podcast and vidcasts, via mobile devices and across multiple on-demand platforms? And how does the wave of consumer generated content fit into this picture? How will ... More

Search advertising is predicted to hit $16 billion by 2011; so where is the growth coming from? Who’s going to be buying which flavor of search ad products next year? Search marketers struggle to embrace non-performance media being sold search-style as auctioned media, while traditional advertisers and agencies have yet to fully maximize search but control the budgets for TV, radio and print. With... More

Our industry is once again booming, with companies being acquired for many hundreds of millions of dollars and stock prices of the industry leaders are heading into the stratosphere. In this session, we help you sort through the noise to look at the spectrum of public companies, the mergers and acquisition landscape and the key strategic and tactical trends for the business of digital marketing in... More

Not long ago, social network marketing meant creating profiles and collecting friends. But those measures are already considered quaint. Facebook is harnessing users’ social interactions to spread ad messages virally. MySpace is targeting advertising based on personal profiles. But social network marketing keeps changing. Widgets put advertising in the hands of the consumer, “open” profiles mean s... More

There has been a fundamental shift during the past 2 years in the way entertainment, media and content companies have dealt with the opportunities and challenges of the emerging digital landscape. Digital technologies and platforms continue to create challenges for big media but they also provide these and other media and entertainment companies with new, multi-platform production and distribution... More

The digital evolution shows no signs of slowing down. With new media options progressing at a rapid pace, Millennials seem to be moving just as fast--adapting with ease and continually craving the next big thing. Are you trying to catch up or are you up to speed and ready for what’s next? ad:tech San Francisco is excited to present a panel of true experts: real teens. real consumers, the real deal... More

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As online marketing choices diversify (search, display, mobile, CGM, etc.), marketers are constantly presented with an array of exciting new opportunities to target, reach and engage with their customers. However, the monumental and sobering challenge of simply understanding all these moving parts is an equally powerful reality-check for marketers, agencies, publishers and their vendor partners. ... More

$60 billion is spent annually on US TV advertising, yet the most desirable demographic—young males—spend more time playing videogames than watching the boob tube, and other demographics are starting to follow. Ad dollars are now shifting to reach the gamers, and many providers are emerging to help connect brands to the audiences playing games. The gaming business is a $24 billion behemoth. This se... More

The online video revolution is underway. Are you prepared? Spending by US marketers on online video ads continues to grow at double-digit rates with spending on such ads to top $4 billion by 2011. In addition to teens and young adults, Gen X’ers, boomers and even seniors are gravitating to video sites. The battle continues between user generated content sites, such as YouTube and Heavy.com, and tr... More

In this session, you'll hear from experts on Buzz Marketing, Mobile Marketing and Social Networks discussing the marketing value of their respective channels. You will also discover why digital marketers should be investing first in their own tactics and channels before they look at others. And we want your opinion: This highly interactive Exchange Series session will be moderated by Chris Marriot... More

In the dynamic and fluid world of new media and consumer control, the industry is often focused on “the next big thing.” Staying on the cutting-edge of this new digital age is critical to creating time with customers in a media fragmented world. Though traditional marketing techniques are still crucial, marketers must learn to integrate these with next-generation digital to converse and engage cus... More

The increasing prevelance of digital signage, embedded screens, projected interfaces and kiosks presents a range of new considerations and opportunities for both advertisers and consumers. The era of the “Fourth Screen” is upon us and poised to radically alter both advertiser and consumer perception of what digital media is and what purpose it serves in daily life. The addition of dynamic distribu... More

We've never had as much access to real-time, in-depth data about what customers think and how they behave in an increasingly multi-platform, integrated world as we do today. And despite this increase in data, consumers have never seemed so elusive nor has it ever been more challenging to translate data about those consumers into insight and apply that insight to decision-making that translates int... More

Is 2008 the year that mobile marketing takes off, and if so, are you positioning yourself ahead of the competition or are you already behind the curve? Attend this primer to understand how mobile can be best utilized to help brands define their mobile strategy. Discover how to:

•Develop a mobile advertising and marketing business model
•Work within design constraints and across... More

Leading search expert Bruce Clay returns to moderate this session on search engine optimization (SEO). There are many questions about SEO, and you will often get different answers based upon who you ask. This session offers three perspectives: an end user wanting top ranking for his or her many properties, a top SEO company providing services to outrank competitors, and a search engine (Google) di... More

There has been an evolution. Multicultural marketing is no longer new; it is not an add-on nor should it have a one-dimensional approach. The multicultural market, driven by US Hispanics, is becoming the new majority. This market is not only growing, it is becoming increasingly complex. In 2007, the US Hispanic online market grew 12% vs. 6% growth in the overall US online market. Savvy marketer... More

In a digital marketing environment where you can no longer buy share of voice on a handful of networks, cable channels, mainstream periodicals, radio or important outdoor billboards, content has become increasingly more important. To further complicate matters, the old content delivery model has been turned on its head and the rules of engagement have changed. The consumer is now both reacting to ... More

Advertisers have wanted to know the true, full impact of their ads across media since they began buying them. And today, as advertisers shift their spending in response to fragmenting media, changing consumer habits and corporate demands for high, verifiable ROI, they need to understand and optimize their media plans more than ever before. With the onset of digital, we've come far since John Wanam... More

With so much focus these days on social media and changing consumer habits, the line between what’s advertising and what’s content continues to blur. Widgets and gadgets play an important role in these social circles and extend the opportunity for marketers to expand their audience and build brand by reaching core demographics and key influencers. Join Jeremiah Owyang of Forrester Research as he l... More

As traditional advertising dollars face new threats, an unlikely savior is found in digital agencies. This panel discusses how mobile technology becomes the ultimate direct-response mechanism, making once-static traditional media both interactive and measurable. Case examples show how mobile is being integrated with print, broadcast and out-of-home ads, injecting new value. Traditional media offe... More

Many of us are either familiar with or members of interactive marketing associations (IMAs). Who participates and who needs to? How are these groups engaging their traditional counterparts? How do they stay relevant to the communities they serve? What are the missions of these groups and how are they similar or different from market to market? Representatives from four major US digital marketing a... More

Scot McLernon will moderate a panel discussion and interactive town-hall meeting on topics that will include:

•How is the job description for the Digital Seller likely to change in the coming months and years?
•Given the escalating cost of digital sales talent, what new people sources are being tapped?
•What are the tips on retaining your best people?

Upstream Group will... More

There’s a whole lot more to Web video than just Star Wars kids and cats riding donkeys. The spectacle of user generated content is being augmented and supplanted by professionally produced short and long-form programs that are delivering high-quality repeatable experiences that are aggregating big audiences – in many cases surpassing the audiences of many cable TV shows. Predominantly viewed by th... More