The power of the medium

 – posted April 24th, 2008 by Belen Barros     No comments

Brian from iQ and Shenda from ICAN

Brian from iQ and Shenda from ICAN

I finally made it to BootCamp in the middle of a hectic week. This morning I sneaked into Shenda Loughnane’s session: Online Advertising.

It was a workshop with a strong practical focus. Shenda explained how to buy advertising space, where to find statistics on Internet usage and how to measure the effectiveness of a campaign. She even got our hands dirty with CPMs, click through rates and budget calculations!

Amidst all the numbers, Shenda highlighted 2 keys to a successful campaign:

  1. The core proposition: why people would want to buy your product instead of your competitor’s.
  2. The power of the medium: yes, on the Internet you have 2 seconds of your audience’s attention. But you have interactivity on your side. Use interaction to engage your users.

Thanks Shenda for a great workshop!

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