The morning case studies, which also made up the next day’s Roadshow event, highlighted the successes of publishers who leveraged traditional media with digital campaigns to get the biggest returns. Participants included Rogers Digital Media (Nestlé Singles), Yahoo! Canada (J.C. Penny), Transcontinental Media (Wonder Bra), Sympatico/MSN (Bud Light), Canada.com (Deal or No Deal), Canoe.ca (LotoQuebec).
However, it was Marshall Self from the AOL Media Network speaking about a technology being used in behavioural targeting called “retargeting” that really piqued my attention. Using West Jet as an example, he explained how visitors who left the site before their transaction was completed could be tracked to other sites within the AOL network, allowing ads to be served to relevant potential customers. This approach is a shift away from traditional behavioural targeting, allowing a company like West Jet to have ads served on sites that may have nothing to do with travel, but are still be targeted to people who are likely to have a higher conversion rate.
Here’s Marshall explaining the ins and outs of retargeting:
Month: December 2007
In late November, IAB Canada held a one day conference “The Big Day: Genius Edition” in both Montreal and Toronto. We were lucky to have folks available to cover both. This first recap, session summaries and videos is submitted by new contributor, Adele McAlear in Montreal …
Nearly 200 people braved Montreal’s first snowfall to attend the IAB’s Interactive to the Max Big Day in Montreal on November 20, 2007, highlighting the newest trends in online marketing, presented by Marketing Magazine and the Interactive Advertising Bureau of Canada. The day had a great mix of case studies, two keynotes and six panel discussions, giving attendees a wide base of knowledge and experiences to absorb. For marketers looking for new tools and tactics that they can add to their toolbox, the day was a great way to hear what worked, and sometimes what didn’t.
And, unlike the Big Day in Toronto and the Roadshow case studies that took place across the country, the content of the Montreal conference was presented in French and English, with an emphasis on the Quebec experience. I give full credit to the organizers, who clearly understand that new marketing is all about knowing your customer.
My three session reports include:
- The Roadshow Case Studies
- Keynote: Sean Moffitt, Agent Wildfire Inc. – Let’s Get Wiki – Building Your Brand in a Customer Controlled Marketplace
- Breakout Session: Widgets: Tools for Branding and Beyond, moderated by Mitch Joel of Twist Image
See individual posts for details and videos.
Comments closedWe’ve gathered up a few more holiday cards/virals for your time-wasting pleasure research. Most are Canadian though I have included one from the US because it is a great example of the integration of online and offline components, plus the use of a couple of social networking tools. Enjoy!
mighty.ca’s Mighty Mistletoe Videocard
This is the offering from mighty.ca – a videocard featuring each of their staff and how they "pucker-up" under the mistletoe. It’s a really simply idea, and I found it quite charming. The enthusiasm and the individualism of each of their employees really shows through and makes me smile every time I choose a staff member. I found about this through a Facebook link from one of my friends.
Citizens Bank’s Decorate a Gingerbread Card
Another brand that has combined charitable giving with an online holiday activity. Citizens Bank has created a "decorate your own gingerbread cookie" card. For every card that is sent, Citizens Bank will donate $1 to the Canadian Association of Food Banks. I found out about this via a friend’s Facebook link. I was interested to note that there is both a "share on Facebook" as well as a "bookmark this on del.icio.us" button on this page on Citizens Bank’s website. Note: I’ve found that my browser doesn’t always resolve their URL for their holiday card. This is a link to the page on their website that describes it in case the above link doesn’t work for you. 
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