Continuing to work towards its mission to keep abreast of rapidly changing media landscape, in 2008 the 4A’s Media Services Division facilitated more than 60 meetings to address industry issues and educate members. Committee members, comprising the most savvy media professionals in the business, provided input on various digital best practices and guidelines developed by industry media associations, including those for lead generation, digital video ad formats, global mobile advertising guidelines, ad unit and rich media creative guidelines, video in-stream metrics definitions, click measurement and mobile measurement ad currency definitions.
The ANA and 4A’s jointly issued a position paper about network television integration charges and requested meetings with the three networks that charge them. The 4A’s and ANA have also been working closely together with other industry associations (including the YPA, Association of Directory Publishers and Association of Directory Marketers) to develop a solution for future directory audience measurement.
Additionally, the 4A’s published research companies’ executive summaries exclusively for 4A’s members. The reports were from Netpop, OTX, and Ipsos Mendelsohn.
Media Services also released synopses of two recent books, one based on Mitch Oscar’s publication Trials & Defibrillations: Interactive Television in the US and the other the second edition of Jessica Kizorek’s book Show Me: Marketing With Video on the Internet.
The 2008 Media Conference & Tradeshow, “Digital Changes Everything,” attracted more than 1,600 people to hear 60-plus speakers, including Disney-ABC Television Group’s Anne Sweeney, MSNBC’s Joe Scarborough, Irwin Gotlieb and Marc Goldstein from GroupM, and Google’s Tim Armstrong. The division has also successfully planned 2009’s Conference—“The Consumer is … Watching … Listening … Clicking … Connecting.” The conference was held March 4–6 at the Hilton New Orleans. Scheduled speakers included Ben Silverman (Entertainment Co-Chairman, NBC Universal), Bob Schieffer (Anchor and Chief Washington correspondent, CBS) as well as 70 others.