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Bill Beckler, lastminute.com - lastminute.com and ePrivacy
Bill Beckler, lastminute.com - lastminute.com and ePrivacy
Bill Beckler, lastminute.com - lastminute.com and ePrivacy
Bill Beckler, lastminute.com - lastminute.com and ePrivacy
Bill Beckler, lastminute.com - lastminute.com and ePrivacy
Bill Beckler, lastminute.com - lastminute.com and ePrivacy
Bill Beckler, lastminute.com - lastminute.com and ePrivacy
Bill Beckler, lastminute.com - lastminute.com and ePrivacy
Bill Beckler, lastminute.com - lastminute.com and ePrivacy
Bill Beckler, lastminute.com - lastminute.com and ePrivacy
Bill Beckler, lastminute.com - lastminute.com and ePrivacy
Bill Beckler, lastminute.com - lastminute.com and ePrivacy
Bill Beckler, lastminute.com - lastminute.com and ePrivacy
Bill Beckler, lastminute.com - lastminute.com and ePrivacy
Bill Beckler, lastminute.com - lastminute.com and ePrivacy
Bill Beckler, lastminute.com - lastminute.com and ePrivacy
Bill Beckler, lastminute.com - lastminute.com and ePrivacy
Bill Beckler, lastminute.com - lastminute.com and ePrivacy
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Bill Beckler, lastminute.com - lastminute.com and ePrivacy

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Transcript

  • 1. Who is Bill Beckler?
  • 2. • Part of Sabre and Travelocity• Powerful and historic brand in the UK• Synonymous with “e-commerce”• Overall sales in the billions• Top seller of West End shows• Top 50 Google advertiser• Dozens of sites and brands• Client of TagMan
  • 3. “Remove advertising, disable aperson or firm from proclaimingits wares and their merits, andthe whole of society and of theeconomy is transformed. Theenemies of advertising are theenemies of freedom.”
  • 4. EU Privacy Directive = There are no problems, only opportunities to be creative
  • 5. Use the EU Privacy Directiveto promote your brand!
  • 6. “The consumer isnt amoron; she is your wife.You insult her intelligenceif you assume that a mereslogan and a few vapidadjectives will persuadeher to buy anything. Shewants all the informationyou can give her.”
  • 7. “The more informativeyour advertising, the morepersuasive it will be.”
  • 8. Audit EVERYTHING! • CYA/Hire an auditor • Use Ghostery etc. • Look in Tagman
  • 9. “There is no need for advertisementsto look like advertisements. If youmake them look like editorialpages, you will attract about 50 percent more readers.”
  • 10. “Every advertisementmust contribute to thecomplex symbol, whichis the brand image.”
  • 11. Notification options• Footer version (notification, implied consent)• Subtle header (notification, implied consent)• Big header (notification, implied consent)• Overlay version (notification, real opt-in) Leading to
  • 12. EducationOpportunity • Interesting • Fits the brand • Actually educational • Sells the brand Leading to
  • 13. Opt out!Hooray TagMan!!!
  • 14. “Never write an advertisementwhich you wouldnt want yourfamily to read. You wouldnt telllies to your own wife. Dont tellthem to mine.”
  • 15. Questions?

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