Ad Effectiveness: Raising, Building and Persuading
A panel of noted online advertising
experts share their insights on how to plan, buy and measure effective online
advertising for political and issue campaigns. Whether you're focused on
fund-raising, building a support base, or persuading voters, this session will
share research from real campaigns, and case studies on the most effective way
to use online advertising to meet your advertising objectives.
Chair: Richard Kosinski - Yahoo!
Richard Kosinski leads Yahoo!'s political advertising unit, which was created to help political candidates and issue and advocacy organizations take advantage of Yahoo!'s extensive array of online advertising and marketing solutions. In this role, Richard is responsible for sales, marketing, research, and the development of advertising platforms and tools that candidates need to fund raise, acquire supporters, and activate the voter base.
Richard joined Yahoo! in 2004, previously serving as the category development officer for business and finance, leading a team focused on creating an effective online advertising platform for Yahoo!, and successful marketing programs for the financial and business services sectors.
He has 19 years experience providing strategic communications direction for some of the world’s largest firms in the U.S., Asia and Europe, including a ten-year stint as a leader of advertising sales at Dow Jones and The Wall Street Journal. Richard has also been involved in starting numerous successful media properties including WSJ.com, SmartMoney, The Asian Wall Street Journal’s Personal Journal, Yahoo! Finance’s
Personal Finance channel, and Forbes.com’s Business and Lifestyle sections. He previously ran his own public relations firm, advising CEOs and senior management on global communication strategies. Acknowledged by The New York Times as a business leader, Richard has been a guest speaker at numerous conferences including Forrester and the IAB’s MIXX conference; has been quoted in The Wall Street Journal, Barron’s and numerous daily newspapers and industry trade publications including Advertising Age and BrandWeek; and has been a guest lecturer at several universities including Harvard.
He began his career at Procter & Gamble. Richard has a B.A. in Economics from the University of Arizona, and executive education credentials from the Harvard Business School and Columbia University. He is currently based in New York.
Brent McGoldrick - Vice President, StrategyOne
Immediately prior to joining StrategyOne as Vice President, Brent was co-founder and Vice President of Grassroots Targeting, LLC, where he developed their micro-targeting and market segmentation business for political campaigns and corporate and public affairs clients.
He has appeared on CNN’s Inside Politics, written for Campaigns & Elections magazine, spoken on dozens of panels, and lectured to undergraduate and graduate classes at Duke University, Georgetown University, and The City University of New York (CUNY).
Brent is a RIVA Institute-trained focus group moderator, having conducted hundreds of focus groups.
He holds an MBA in marketing from Georgetown University’s McDonough School of Business, where he served as MBA class president. He also holds a BA in Public Policy from Duke University. Brent lives in Washington, D.C.
Rory O'Flynn - Ad Effectiveness Research Director, Yahoo!, Inc.
Rory O'Flynn has spent the past ten years helping Fortune 500 advertisers and top tier publishers understand the dynamics of online campaign performance and how to plan and optimize for success. He currently runs the ad effectiveness group at Yahoo, where responsibilities include, campaign evaluation for advertising partners, sales strategy, ad model development and advertising impact on user satisfaction.
Prior to joining Yahoo!, Rory managed the Ad Effectiveness function at America Online, covering the AOL Brand and the Time Warner digital assets. During that time he specialized on the behavioral, attitudinal and the offline sales impact of online advertising.
Rory began his online career at Lycos/Wired Digital, where he focused on site usage and satisfaction research, product development and brand tracking for the Wired Digital brands. (HotBot, Wired News, Webmonkey, and Animation Express). He is also an active member on the IAB's Research Council, where he has chaired the sub-committee on ad effectiveness.
Michael Bassik - Vice President Interactive Marketing, MSHC Partners
Michael Bassik is the Vice President of Interactive Marketing at MSHC Partners. Under Michael's leadership, MSHC Partners has executed more than three hundred online marketing campaigns on behalf of clients including the Democratic National Committee, the United Nations Foundation, the American Cancer Society, and MoveOn.org.
A graduate of the University of Pennsylvania and American University's Washington College of Law, Michael was named a Campaigns & Elections Rising Star in 2006, is a frequent guest lecturer at universities across the country and has been featured in The Washington Post, The New York Times, The Los Angeles Times, The International Herald Tribune, MediaPost and Advertising Age. He was recently named a “Top 50 Politico to Watch” by The Politico.
|
|
