Digital marketing 2011:
What’s around the corner?
An interactive Panel Discussion in Chicago
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Josh Dreller, VP, Media Technology & Analytics, Fuor Digital
We [advertisers] are not in control. We're only in control of what we deliver to consumers. After that, our brand isn't our brand anymore—it's theirs. Likewise, our message isn't our message anymore—it's theirs too.
David Reed, VP Client Services/Integration, MediaMath
As an industry, the more we can show marketers the impact of digital advertising in an integrated, believable way &ndas; that will start opening up brand dollars. Then we'll start seeing that pendulum shift to where marketers say, “Yeah, I can get the same voice in market online as I can get on TV,” and they'll start opening up the purse strings a little bit towards the more brand-oriented stuff.
Matthew Rosenberg, VP Solutions, Say Media
[In our research,] people who engaged with display advertising were much more likely to show favorability toward the brand—and, by an order of magnitude, they were able to articulate the brand attributes.
Aaron Letscher, VP, Strategic Partnerships, Evidon
If we frame the ad target experience as consumer-based rather than industry-focused, we'll be much better off.
