The document discusses several presentations from a conference on digital marketing topics: 1) Getting different generations on board with digital marketing and where digital marketing should sit internally. 2) The effectiveness and budget allocation for display advertising and new technologies. 3) The evolving habits of Australian media consumers and importance of video marketing. 4) Examples of the bravest and best digital campaigns from the last year. 5) Using an HTML5 framework for effective mobile and multi-screen strategies. 6) Best practices for deconstructing a marketing campaign using data.

1. Track 2
@adtechanz
#atmelb1

2. “A View From The Boardroom:
Getting All Generations On
Board With Digital”
Actionable Insights;
• Don’t be risk adverse because of a lack of digital ownership
• Convincing the offline world of the exposure of the digital world
• Conversely, can the 'old school' still teach digital a thing or two?
• Where should digital marketing sit internally: with your techies or your
marketing folk (or a mix of both)?
@anthonygoldman / @citrusagency @BupaAustralia

3. “What’s Now and What’s
Next For Display Advertising
And Does It Still Work?”
Actionable Insights;
• Is display advertising still effective?
• How much marketing budget should you allocate to it?
• What are the newest technologies in display advertising? How can your organisation utilise them?
• Understanding Demand Side Platforms and Supply Side Platforms
• Targeting defined prospects with little waste?
• Coordinating display ads with other platforms
• Delivering high performance, cost effective branding through display
@ninemsn @Responsys @IABAustralia

4. “The Evolving Habits Of The
Australian Media Consumer
And The Importance Of Video”
Actionable Insights;
Video remains relatively uncharted territory for affiliate marketers. Although
efforts are being made to reach customers via YouTube, Metcalfe, MySpace and
other outlets, there is still a low take up to incorporate it as part of the overall
marcoms strategy. There are clear Search Engine Optimisation advantages for
video, as well as there being more impact than simple text for the average web
user. So if video is so beneficial to drive traffic and interaction, why aren't more
marketers using this precious tool.
@NielsenWire

5. “The Bravest, Boldest and
Best Digital Campaigns Of
The Last Year”
Actionable Insights
• Which brands and agencies ran the best campaigns?
• Who were the bravest and boldest brands and agencies?
• What sort of results did they deliver?
• What can you learn from these campaigns?
@reactivemedia @Sandeep_Baruah @nab

6. “Effective Mobile And Multi-
Screen Strategies Using An
HTML5 Framework”
Actionable Insights
• Is HTML5 really going to be a game changer?
• Will HTML5 solve all of the standardisation problems that have so far plagued
the industry
• About the new features; storage, built in audio, 2D graphics and video
streaming and access to integrated mobile device features.
@netbiscuitsAPAC @Toyota_Aus @Simonvw

7. “Deconstructing Your Campaign
From The Data Up”
Actionable Insights
• Best practices for deconstructing your campaign
• What is realistic data usage?
• What are the right questions to ask to collect the right data?
• Sales attribution - where do your sales come from?
• What is best way to maintain your data and allow for the appropriate
resources to do so?
@Experian @icumulus