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Topic Highlights:

“Holding Hype Accountable – Techniques for evaluating emerging media within an integrated media plan.”

Marketers have an ever-growing range of communication vehicles to choose from. Many of these emerging media have unique ad models. In most cases, however, marketers continue to have a consistent objective and a fixed budget. Beyond understanding how any one emerging vehicle performs, understanding their relative performance within an integrated campaign is a growing science. A BIG panel of experts will discuss techniques to compare innovative media experiences so limited resources can be optimally deployed.