Evaluating New Media Advertising Channels

Evaluating New Media Advertising Channels

Thursday, October 6th, 2011
11:30am – 2:00pm

The Old Spaghetti Factory
3191 Mission Inn Ave.
Riverside, CA 92507

Online registration for this event.

FEE
Event Registration
AAF-IE Member $15.00
General Public $25.00

Are location-based advertising channels like Foursquare profitable? Is mobile or online video right for every client? Dan provides a formula for audiences to determine which channel is right for each client. Audiences will learn:

  • The strategic framework to integrate new media into advertising campaigns
  • Evaluation techniques for new media advertising channels (Mobile, Video, Local Search)
  • Understanding audience selection and targeting in the new media landscape
  • New Media measurement – metrics for success
  • Best practices in new media advertising

Building a Strong Digital Media Foundation
Pulling the trigger on a digital campaign without a solid foundation is a recipe for failure. Prior to considering what new media channels work for a client, it’s important to analyze the Digital Media Marketing Pyramid and make adjustments before layering digital media strategy on top of the existing foundation.

Dan breaks down the Digital Media Marketing Pyramid (from bottom up) to show audiences: Why you need a “sticky” website to capture customers and which elements must be included for digital media campaigns to work

  • When and where social media pages and outreach come into play and how to best use them
  • Why owning a presence in a local market area using online profiles and listings is the key to a top search engine ranking
  • How to optimize a website and online profiles (SEO)
  • Tapping into the retargeting goldmine with a search and display mix
  • Creating an effective display campaign (banners, video, social media and more)

A little about our Speaker….

Dan Mauch, is a 20-year advertising veteran who has worked with companies such as USA Today, The Weather Channel, and Source Interlink Media. Dan currently serves as Vice President of Goodway Group managing all digital advertising campaigns and regularly speaks to audiences on digital media topics at iMedia, Mediaweek’s Interactive Media Conference, and the California Newspapers Publishing Association.

Online registration for this event.