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:
Category: Event Notes
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 closedMark’s was one of the talks I was most looking forward to at the DMC. I’ve followed his work at Creative Good for quite a while. I was disappointed, overall, in his talk because it really seemed like a LONG promo for his book, Bit Literacy. What would have been really great is if his book was handed out at the DMC; then I wouldn’t have minded the “read my book to understand what I’m talking about” nature of his talk as much.
As it was, if you had never heard of Mark and didn’t know he was using a special tool (GooToDo, see below) to de-clutter his inbox, I would imagine you were a little frustrated. The lead-up to the talk promised a lot and then ultimately delivered, in my opinion, little.
However, I AM going to get the book .. because Mark is quite smart and quite passionate about the info clutter topic. I’ve read a free guide on managing your email (PDF) that he wrote a couple of years ago. And I’ve enjoyed his Uncle Mark’s Gift Guide and Almanac where he really applies his understanding of technology and usability to the practical arena of gift giving.
We interviewed Mark after his talk and asked him what the one thing you can do to get out from information overload … clean up your inbox!! You can play the video that Alexa shot (you may have to click through) if you want to hear him say it 