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event: ad:tech IMPACT Ft. Lauderdale, FL session title: Best Practices for Optimizing Digital Advertising Effectiveness presenter: Rick Bruner, Research Director, DoubleClick Digital Advertising Solutions date: April 6, 2006 I’ve previously listened to Rick Bruner speak knowledgeably from the podium on many occasions both as a fellow speaker and an audience member. Rick’s solid presentation at ad:tech in Ft. Lauderdale had me rapidly scribbling highlights that included: > behavior correlation > why controlling frequency is important to ROI > 4 tenets of optimization There were two items that particularly interested me and I caught up with Rick after his talk and asked him to elaborate on: > the importance of questioning assumptions > the significance of the “brand-direct response” hybrid John Lawlor interviews Rick Bruner on questioning Internet marketing assumptions and branding vs. direct response MP3 version http://chiefmarketingactivist.com/a_files/ad-tech_Lawlor_Bruner.mp3 Link to Rick’s presentation slides http://www.ad-tech.com/impact/final-slide-PDF/campaign_optimization.pdf http://www.adtechblog.com/2565/