The webinars, to be held over the coming months, are designed for media planners and buyers of all levels of experience, from beginners to experts to those who are just plain curious.
The aim of the series is to help people become more proficient at evaluating sites for inclusion on media plans. They should come away knowing more but also feeling more confident in their skills.
The series will be hosted by top-flight media gurus who know their stuff when it comes to planning and buying internet advertising. It's being sponsored by BPA, the online, print and face-to-face auditing service.
Below are the first five webinars. Others will be announced as we go along. Each webinar will run about half an hour, with 15 minutes at the end for questions
If you see a webinar you want to attend, and have a specific question you'd like to see answered in the session, click the question icon to the left of that webinar and send it to us.
If you've missed a particular webinar, you can listen to a recording of it and also download a PDF of the presentation by going to a link below the webinar descriptions.
Those who missed the first webinar can hear it by following this link.
Those who missed the second webinar can hear it by following this link.
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March 29 1 p.m.
Eastern |
An overview of the issues media planners face in selecting the right sites for their clients and an explanation of the terminology used to report site traffic.
What’s the difference between page requests and page impressions? Between visitors and unique visitors? The terms may sound similar, and they are widely used, but there are important differences. We’ll explain those differences and why they matter.
And you’ll learn how to explain these differences to clients in terms they’ll understand.
Eric Shanfelt is an emedia business architect specializing in practical strategies for growing online revenues and profit, developing sustainable and market-leading online products and campaigns, and emedia training / staff development. Over the past 18 years he has served in executive roles at B2B and consumer media companies, advertising agencies, and as a consultant for the media and marketing industry.
If you'd like to hear a recording of the webinar, just follow this link.
Once you arrive there, simply type in your email address in the box that says Email.
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Moderator:
Eric Shanfelt |
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Date: Thursday
June 10
1 p.m. |
Media Life readers who plan and buy online media must wade through a sea of data in evaluating sites for their clients, much of it conflicting. And they often don’t know which data they can trust.
But online measurement is going through rapid change, and that has huge implications for media planners and buyers. In some ways it will make their work easier, but it will also present new challenges.
In this webinar you will learn:
- What the future holds for online evaluation tools designed to help you as a media buyer
- What the current tools for evaluating online media buys can and cannot do
- How the quality and depth of online data will evolve to give you the media buyer deeper insights into online audiences
- How online media will continue to fragment and what that will mean for you as a media buyer
Eric Shanfelt is an emedia business architect specializing in practical strategies for growing online revenues and profit, developing sustainable and market-leading online products and campaigns, and emedia training / staff development. Over the past 18 years he has served in executive roles at B2B and consumer media companies, advertising agencies, and as a consultant for the media and marketing industry.
If you'd like to hear a recording of the webinar, just follow this link.
Once you arrive there, simply type in your email address in the box that says Email
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Moderator:
Eric Shanfelt |
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June 30
1 p.m.
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When planners send out RFPs, they’re likely to get in return a flood of data from various sources, all purporting to accurately reflect the visitors to the particular sites. One site may send in data from Web Trends, another from comScore, a third from Google Analytics.
The logical questions then arise: Is one set of data more accurate than the next? How do they differ? How do you weigh them? We’ll offer tips on how to reconcile the data so you can get an apples-to-apples sense of how their traffic compares.
We’ll also explain the differences between site-centric data versus syndicated research metrics, and we’ll tie it all together with some tips on smarter and better ways to evaluate sites.
Frannie Danzinger heads up media buying for the North American operations of GyroHSR, a global marketing agency. Her specialty is B2B media, but she has a wealth of background buying across all media, consumer as well as B2B, from TV and print to out of home and the internet. Before joining GyroHSR, Danzinger was president and media director of ProMedia, a media agency she founded in 1997. Prior to ProMedia she was associate media director at Wyse Advertising in Cleveland, where she began her career in 1991.
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Moderator:
Frannie Danzinger |
Got a question
you'd like to have answered?
Shoot us
a note. |
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| To be announced |
Anyone buying media has to worry that the numbers upon which buys are based are reliable, and that’s equally true online. How do you know the numbers you’re using are accurate? This session will explain how to make sure the numbers you do get truly reflect a site’s traffic.
We’ll also discuss the different approaches one might use in getting sites to conform to one measurement standard. |
Moderator:
To be
announced |
Got a question
you'd like to have answered?
Shoot us
a note |
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| To be announced |
Online media more often than not is bought as part of a larger media plan that may also include radio, print, television and outdoor. The trick is to coordinate the buys so that the client achieves the desired reach and frequency across all the media. Can online be measured by GRPs like other media?
This session will explain how to compare online data against traditional media to achieve that goal. |
Moderator:
To be
announced |
Got a question
you'd like to have answered?
Shoot us
a note |
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