Panel of Experts Discuss Benefits of Behavioral Targeting at DMA06
New York, NY, October 10, 2006 – Retailers, catalogers, marketers and e-retailers are expected to spend $1.2 billion this year for online advertising campaigns that leverage behavior targeting ("BT") according to eMarketer. Both Forrester Research and Jupiter Research identified the use of behavioral targeting as a marketing necessity. By using behavioral information to reach the right audience with the right message at the right time, marketers are increasing their brand awareness, response rates, and return on investment (ROI). Behavioral targeting is helping marketers get better results online from more finely honed ad impressions. Consumers are finding the ads more relevant and publishers find more advertising streams to support the rich content that consumers have come to expect from the Web.
Some of the biggest names in online advertising will participate in a panel to discuss what has become one of the most talked-about areas in online advertising.
"This is yet another new tool that retailers, merchants, and catalogers can introduce into their marketing mix to meaningfully engage consumers," said Lou Mastria, CPO & VP Public Affairs, NextAction Corp. "Behavioral targeting can create a win-win-win for consumers, publishers, and marketers by increasing consumer relevancy, increasing the value and quantity of ad inventory for publishers, and providing greater conversion rates."
Attendees will discover how behavioral targeting will give them a presence in major Web properties, while it can lower their costs to reach interested consumers by as much as 40 percent.
Aligning Ads with Users – Using Behavioral to Prospect in Search and Beyond
Monday, October 16
4:30 p.m. – 5:30 p.m.
This all-star panel of online advertisers will provide thought-provoking solutions and share their experiences in behavioral targeting.
* Colleen Sugarman, vice president of Direct Marketing, Vonage;
* Robert Skopic, national sales director, AOL Canada; and
* Michael Della Penna, CMO, Epsilon
* The panel will be moderated by Lou Mastria, CPO & VP Public Affairs,
NextAction.
Media Contact: Laura Colona
212.790.1532 [email protected]
For Additional Information
To register, or for additional information about DMA06 in San Francisco this October 14 – 19 visit, www.dma06.org or call 800.293.7279.
About DMA06
DMA06, the largest gathering of direct marketing professionals, is DMA’s annual conference and exhibition. DMA06 will feature more than 100 educational sessions and its exhibit hall will feature more than 500 exhibiting companies. For more information on DMA06 and to register, please visit www.dma06.org.
About DMA
The Direct Marketing Association (www.the-dma.org) is the leading global trade association of businesses and nonprofit organizations using and supporting multichannel direct marketing tools and techniques. DMA advocates industry standards for responsible marketing, promotes relevance as the key to reaching consumers with desirable offers, and provides cutting-edge research, education, and networking opportunities to improve results throughout the entire direct marketing process. DMA delivers "Five Pillars" of member services: Advocacy, Branding, Education and Competency Building, Networking, and Research and Market Intelligence. Founded in 1917, DMA today represents more than 3,600 companies from dozens of vertical industries in the US and 50 other nations, including a majority of the Fortune 100 companies, as well as nonprofit organizations.
In 2005, companies spent an estimated $161 billion on direct marketing in the United States. Measured against total US sales, these advertising expenditures generated an estimated $1.85 trillion in increased sales in 2005, or 7 percent of the $26 trillion in total sales in the US economy (which includes intermediate sales). All together, direct marketing accounted for 10.3 percent of total US GDP in 2005.
The Power of Direct: Relevance. Responsibility. Results.
