Upstream Group, Inc.

A structured panel conversation with accomplished marketers from major brands.  Participants will gain insights into client organizational structure, the process of marketing allocation, how and why ideas and strategic initiatives succeed or fail and where the client/agency/media relationship really stands. 
(Strongly recommended for Site and Network Sellers; Open to All Participants; 1 hour, 15 minutes; Panel/Discussion Format.)

An interactive lecture course that explores the present and future of online measurement and the ways in which online buying and selling are moving from placements, pages and impressions to the true delivery of scalable audiences.  Participants will gain understanding of current and emerging measurement practices and learn how these moves may spur further investment of television/video dollars online.
(Opent to All Participants; 1 hour, 15 minutes; Interactive Lecture Format.)

An interactive dual-lecture and discussion segment that examines where and how the relationships between media buyers and sellers break down and where they flourish.  Participants will explore why the television and interactive buying channels differ so greatly, and understand the digital, market, automation and economic forces that have recast this relationship over the past 20 years.
(Strongly recommended for Site and Transitional Sellers; Open to All Participants; 1 hour, 15 minutes; Dual Lecture/Discussion Format.)

A structured panel conversation exploring the evolution of the advertising agency in the digital age.  Participants will interact with three experienced agency professionals in a candid discussion about agency economics, structure and decision making, and will learn the secrets of navigating agencies and creating value and long-term strategic relationships.  
(Strongly recommended for Site and Network Sellers; Open to All Participants; 1 hour, 15 minutes; Panel/Discussion Format.)

During this highly interactive, engaging workshop, participants will work closely with a panel of career sales professionals to explore “What if…?” scenarios drawn from real life sales situations.  The group will choose from among a handful of pre-examined scenarios to discuss during the first third of the program; then develop and present their own roadblocks and sales issues during the second;  and finally work in teams to formulate their own responses and strategies during the final third.  Time: 90 minutes.

How to use the Internet to prepare for strategic client meetings. Your customer's online spending is a mystery but you can glean amazing insights into how your client thinks about marketing by "reverse engineering" many of the things they do on the web. In addition, there are many ways to use free resources on the web that will set you up to impress your client with insights about their customer's digital behavior.   This hands-on workshop goes live online to show how to prepare for a meeting that will establish you as a consultative partner with your key customers. Time: 90 minutes.

This interactive workshop will help participants understand the real difference between campaign and audience data – which are plentiful and often of little value to marketers – and true marketing insights that advertisers crave.  After an orientational lecture, the class will form teams for structured discussion and exploration of data from which they will extract insight and wisdom.  Time: 90 minutes.

How better to develop a deep empathy and connection with the agency media team than to figuratively sit in their chairs?  During this hands-on workshop, participants will learn the basics of media planning and then assemble an online media plan of their own to meet designated criteria.  Through follow on discussion, the class will explore why certain sites did or did not make the plan and what tradeoffs were made to deliver the results and rates to meet client expectations. Time: 90 minutes.

This Trend focuses on providing a deep and current understanding of social media and social networks.  Participants will learn about key players and trends, and be encouraged to form their own points-of-view on the marketing and monetization potential of the social web.  The discussion will explain how many sites are using social tools to extend their user experience and advertising/marketing potential. Time: One Hour

This Trend offers a relatively deep dive into the world of mobile advertising and marketing, offering a clear picture of the landscape from handheld devices to iPhones.   Participants will learn what platforms and business models are on the rise and, through interactive discussion, learn how to best position their own mobile products and site extensions to marketers and agencies. Time: One Hour

This Trend speaks to the interconnectedness of the web advertising ecosystem, and offers a clear picture of its many forms and players, from third party resellers to demand-side data platforms to publisher “owned and operated” networks to exchanges.  Participants will gain an understanding of the principal players and models in the landscape and discuss the competing market forces and data issues that define this volatile and permanent web phenomenon. Time: One Hour

This Trend explores the growing power of online creativity, from flash based animation to video and much more.  Participants will learn how they can connect with creative agencies and gain greater visibility into campaigns while also forming alliances that will make them better strategic resources to their clients.  The course goal is to shift the online seller from a passive recipient of creative content to an active participant in their formulation and distribution. Time: One Hour