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Jim Meskauskas
Chief Strategic Officer
Underscore Marketing
Jim Meskauskas
Chief Strategic Officer
Underscore Marketing
Town Hall MeetingTown Hall Meeting
A Pool with a View: What Do You Think is Going On?
iMedia Brand SummitHyatt Regency Tamaya
Santa Ana Pueblo, New Mexico
"Accurate measurement is the beginning of all wisdom."
- Imhotep, 2650 B.C.
How important is reach/frequency going to be for online media buying and planning in
the future?1. Very important
2. Important
3. Somewhat important
4. Not important
How important is reach/frequency going to be for online media buying and planning in
the future?1. Very important
2. Important
3. Somewhat important
4. Not important
• Lots of consensus
What is the biggest obstacle to the adoption of online planning tools?
1. Cost
2. Features and functionality still needed
3. Fragmentation of media consumption
4. Other: _____________________
What is the biggest obstacle to the adoption of online planning tools?
1. Cost
2. Features and functionality still needed
3. Fragmentation of media consumption
4. Other: _____________________
• Many things, not the least of which are too many platforms and a lack of cohesion between different tools that satisfy different needs.
Why does the Internet not yet have an upfront?
1. Too many players on the publishing side
2. Costs have yet to stabilize
3. Online media can’t be commodified
4. Other: _____________________
Why does the Internet not yet have an upfront?
1. Too many players on the publishing side
2. Costs have yet to stabilize
3. Online media can’t be commodified
4. Other: _____________________
• Just about everyone asked said that it wasn’t something the space really needed, or “all of the above.”
Which trend in online advertising shows the greatest promise for advertisers?
1. Syndicated contextual ads
2. Behavioral marketing
3. Rich media consolidation
4. Blogs
5. Other: _____________________
Which trend in online advertising shows the greatest promise for advertisers?
1. Syndicated contextual ads
2. Behavioral marketing
3. Rich media consolidation
4. Blogs
5. Other: _____________________
• Most of you seemed split on this issue.
What market force threatens outbound e-mail marketing the most?
1. Proliferation of anti-spam tools
2. Blacklisting
3. E-mail viruses and worms
4. E-mail inbox clutter
5. Other: _____________________
What market force threatens outbound e-mail marketing the most?
1. Proliferation of anti-spam tools
2. Blacklisting
3. E-mail viruses and worms
4. E-mail inbox clutter
5. Other: _____________________
• Almost everyone agreed that simple inbox clutter as the biggest threat• The Delete button
What kind of role does pop-up advertising have in the future of overall media vehicle mix for online advertising?
1. A large role
2. Some role
3. Small role
4. Should be done away with entirely!
What kind of role does pop-up advertising have in the future of overall media vehicle mix for online advertising?
1. A large role
2. Some role
3. Small role
4. Should be done away with entirely!
• Don’t count them down and out, yet!
What factor will benefit online branding the most?
1. Larger ad sizes
2. Better brand study methodologies
3. The popularity of the IAB’s XMOS study
4. Other: _____________________
What factor will benefit online branding the most?
1. Larger ad sizes
2. Better brand study methodologies
3. The popularity of the IAB’s XMOS study
4. Other: _____________________
• In true marketer fashion, the consensus was “all of the above” and “it depends.”
What targeting method shows the most promise?
1. Contextual
2. Behavioral
3. Registration-based
4. Demographic
5. Other: _____________________
What targeting method shows the most promise?
1. Contextual
2. Behavioral
3. Registration-based
4. Demographic
5. Other: _____________________
• Again, not surprisingly, most of you said “it depends.”
What rich media format shows the most promise?
1. Page takeovers and floating ads
2. Full screen introductory message ads
3. Streaming video
4. Multi-element sponsorship units
5. Other: _____________________
What rich media format shows the most promise?
1. Page takeovers and floating ads
2. Full screen introductory message ads
3. Streaming video
4. Multi-element sponsorship units
5. Other: _____________________
• Yep, another “it depends/all of the above.”
Conclusion
• The industry’s biggest limitations are its lack of them. – Still so many possibilities
• Targeting options, creative options, oodles of data…
• Avoid being blamed for the sins of the father by avoiding them– Upfront– Get reach and frequency
• Branding is all things to all people– Accomplishing it depends on what you mean by it.
Fin
Thanks for Coming!
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