Last Thursday (February 25th), the Marriott Marquis in New York City’s Times Square played host to the 2010 Online Media, Marketing and Advertising (OMMA) Behavioral Targeting Conference. The event was attended by a mix of direct advertisers, interactive agencies, publishers, networks and data/analytics vendors.
Overall, the event proved to be a great barometer for the US (and international) market's appetite for targeting – and advertising – to audiences online. The overwhelming feedback throughout the event was that targeting is an essential part of any online marketing strategy. While this conclusion was to be expected, the lack of counter-argument went a long way to validate this rationale.
One of the noteworthy themes of the event was the conversation around offline data being used to inform online advertising. The Microsoft Advertising Audience Targeting team had taken the opportunity to use this event to launch the new CPG Online Effect product.
Senior Product Marketer Adam Gouttierre represented the team on the CPG panel and here is what he had to say:
To learn more about CPG Online Effect and any of Microsoft Advertising's targeting capabilities please visit: http://advertising.microsoft.com/online-targeting-audience