Kathryn Koegel is a
multi-disciplinary marketing professional with experience in
online, mobile, television and print media and advertising. Her
expertise includes company positioning, corporate
communications, sales development, primary market research
and whitepaper development and speechwriting.
Advertising Age Contributor
All branding and corporate communications for
one of the first Interactive advertising networks,
the brand-focused Phase2Media
Cable upfront development and promotion of Interactive Program Guides for
Gemstar TV Guide Television
Research development for DoubleClick that included creation of first internet ad industry
benchmark reports, primary research on interactive
impact on the consumer purchase process; two
research papers accepted and published by research
industry trade associations (ARF and ESOMAR).
Online Publishers Association rebranding, PR key
messages, marketing plan, agency of record and PR
agency search & selection
Formation of a media trade association as part of a US government-sponsored media program
in former communist countries
Grilling the Metrics Vendors: When Will Mobile Numbers Add Up for Media Planners?
Mobile metrics remain are a gaping hole for many marketers and advertisers, and it’s no longer enough to talk about app download numbers and call it a day. The major third party measurement players have very different methodologies for sizing a fragmented WAP market and they haven’t cracked the code at all on app usage. The panels have helped substantiate mobile as a growing marketing sector, but are they really useful as media planning metrics? Who is measuring what and how are they planning to evolve their services for the era when mobile devices overtake the PC for web access. Now that mobile is more than just an experimental buy, how can marketers use available metrics to integrate mobile into their media plans? We hear from the leading mobile metrics vendors along with agency pros to determine what we have now, how to use it and what we need for the future.
Wednesday, March 17
Publishers, Show Us the Mobile Money! Monetizing and Budgeting the Next Big Thing
Agreed, mobile is the “next big thing.” Yes, media brands really do “have to be there.” But who is running the numbers on what revenues even will be possible on this platform and from what sources? Publishers need to know how much money and people-power to invest in this platform and where and when it might pay off. We bring together some of the most evolved mobile content brands to discuss not only revenue streams but cost management, resource sharing across offline and Web sales and editorial staffs, and platform development costs. What role will app fees, advertising, m-commerce, and carrier deals play in your mobile P&L? Once we get beyond the hype and sheer fear of missing out on the next great platform, publishers need to determine where mobile really fits in their businesses.