DSA Online | New Media Updates

As Kathryn has discussed, the 2009 Mixx Roadshow was full of interesting, relevant and regional presentations, each outlining innovative and successful campaigns. However, what impressed me the most this year was the IAB’s segues between each presentation. When compiled together, these bits of information created an overview of online advertising that I found extremely relevant and practical on any scale. While many of the presentations offered great ideas on grand scales; the information that the IAB presented can be used by all online advertisers regardless of budget.

Online advertising tactics weren’t taught while I was studying advertising, but given the growing importance of the internet as a media, I hope these fundamentals are being taught now, or at least will be soon.  Paula Gignac, president of the IAB, offered a few slides that really hit home with online fundamentals; the lag time of impressions to conversions, where each ad type fits in the conversion funnel, and other ideas on awareness and response. These all created a practical checklist for online strategy.

The IAB presentation also covered other useful topics including engaging with social media. I found it a refreshing change from treating social media like an unknown factor with wild ideas about viral campaigns. Paula’s presentation showed, in measurable ways, the relationship between engagement, frequency and the number of channels being used to reach a social market. When it comes to social media, it often seems like the value of number crunching doesn’t get the attention it deserves. The stats presented by the IAB clearly showed that even social marketing is still a numbers game. Without getting too bogged down in numbers, this information shows that ‘where’ and ‘how much’ are still important factors to consider.

I was also pleased to see information showing the relationship between types of creative and engagement, and optimizing campaigns for multiple targets; both factors that we need to consider for all campaigns. All in all, the information presented by the IAB really drove home the point that looking at the numbers is still incredibly important when advertising online.