Hyper-targeting and interactivity at NAMIC

Finally, the last session at the NAMIC Conference I was able to attend was called "Interactivity & Hyper-targeting: Redefining the Relationship between Consumers, Advertisers & Entertainment Platforms."

Finally, the last session at the NAMIC Conference I was able to attend was called "Interactivity & Hyper-targeting: Redefining the Relationship between Consumers, Advertisers & Entertainment Platforms." Moderated by Multichannel News technology editor Todd Spangler, the lively panel touched on how television in particular, but also magazines and online outlets, can hyper-target specific consumers and the implications that can have among different ethnic groups.

I really found Peter Low, the president and CEO of interactive TV company Ensequence, to be very smart and informative, as he spoke about the company, which enables clients to build and deploy interactive TV experiences. He used the example of an interactive element in an ad during a boxing match where the user would press 'select' on their remote and be taken to a special tour of a new car.

Charlie Echeverry, SVP of digital sales for Univision Online, was also on the panel, talking about the ways Univision works to "offer marketers the opportunity to leverage this network of sites and applications in any way imaginable."

Arthur Orduna, CTO of Canoe Ventures, noted that there are so many different ways a company can get an "in" with a customer, and ethnicity is only one element. Hyper-targeted, he added, helps find new entry points.

"We only want to reach out to people who say they want to engage," said Marla Skiko, SVP and director of digital innovation for Starcom MediaVest Group Multicultural, noting the importance of opt-in and not abusing customers mobile phones. "But if you make a good connection with a good context, you are more likely to hit a home run.

Ruth Gaviria, VP of multicultural ventures for Meredith Corporation, also spoke about mobile participation, and pointed to the successful Text-4-Baby campaign as a relevant, successful program. "At the end of the day," she said, "if you want one-to-one marketing, you need to offer a solution."

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