On September 28, I listened to a key note from Cammie Dunaway, CMO of Yahoo!, at the OMMA East conference. She gave an engaging summary of the online advertising campaign for Yahoo!'s recent music service launch. Cammie was a great speaker particularly because she spoke with a lot of energy in her voice and explained the reasons for many creative choices she made.
For example, the online ads featured celebrities like Shakira and Missy Elliot because Yahoo! has seen much better results with ads featuring photos of celebrities. No surprise, but it's always good for those rules you take for granted to be reinforced by recent experience.
I especially liked her mnemonic device to remember best practices with online advertising:
Integrated
Measureable
Personal
Actionable
Consumer-fed
Targeted
