Gaining a 360 Degree View of the Customer, Session 2: The Horizon is Broad and Vast and Moving Faster Than Ever!

Description

We are not in Kansas anymore! This session will focus on a cross-functional view of media and how digital media relates to Pharma Rx, encompassing OTC/CPG. We will also discuss how a digital media campaign is planned, designed, bought and activated. Unlike traditional DTC/DTP, new aspects will be covered, such as the role of Programmatic Traders (much like your Merrill Lynch stock broker) in ensuring the campaigns are set up, managed and optimized, and the role of creative agencies, media agencies and partners and ad exchanges such as AppNexus, Rubicon, Adx and more. Improving campaign execution and performance through new innovations in audience targeting and addressable media tactics will also be covered. This webinar will seek to gain an understanding of the Media channels (OTT (over the top) TV, Addressable TV, Digital including Desktop, Mobile, and Tablet devices, and Email) as additions to the traditional promotional activities which bring new complexity to strategy, gaining insights not previously possible.

Presenters:

• Laura Jenkins Jirele, Vice President, Insights & Analytics, Medicx Media Solutions
• Noel Webb, Vice President of Digital Media & Targeting Solutions, Medicx Media Solutions