Category Archives: OMMA

OMMA Behavioral

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All told great sessions held at Hotel Nikko, SF.

Some random observations:

  • What short memories marketers have. Total obliviousness to the four other companies that preceded the Behavioral 1.0: Neural Applications, HNC Aptex, Nestor Interactive and Trivida.
  • Somebody threw out $775 MM in BT spend this year. Where does this number come from?
  • Good session by Brent from Omniture about “antici-pointment.” That is Omniture-speak for the messaging disconnect from ad to click to landing page.
  • Where else can you hear the word, “Inchoate” used 3 times? Not at @dtech.
  • Eric from 33Across mentioned the need to re-use a la lead gen, users that expressed interest but didn’t follow-through to conversion.
  • Frost from Collective/Predictify talking about agencies having their own database of behavioral profiles.
  • Budgeting 15% of spend for optimization of campaigns.
  • The “Social Media Advertising Pile-On”

Check out OMMA Behavioral Raw blog

MP3s Coming soon…

OMMA Behavioral Coming Up…

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Mediapost’s OMMA Behavioral is coming up mid-July…looks very promising; I’m expecting to attend!

  • Tacoda founder (and one of my former bosses from RealMedia) Dave Morgan is opening it up – very fitting!
    • Unrelated but Dave wrote an interesting article in AdAge about the communal consumption of video a few months back. See The End of the Shared Media Experience? (AdAge): “Media’s past was anchored in content people consumed at the same time in the same place, such as movies in theaters, or at the same time but in different places, such as shows on TV and radio and news in papers and magazines. Media is now shifting more and more toward an on-demand future.”
  • Joe Andrieau is also going to be there on the data portability panel…should be very interesting…OpenSocial in the context of advertising.
  • Keynote is being given by Omniture’s Josh James – an interesting albeit non-obvious choice. Omniture’s management has expressed interest in redefining “behavioral” for their on site multivariate Test & Targeting package (acquired in Offermatica and a UK-based company). Most of the industry sees this as an offsite challenge.

At Walmart.com’s Online Media program it was both.