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'BtoB' marketing panel: Break down silos to build better integrated ad campaigns

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New York—B-to-b marketers must work harder to break down silos in order to create more integrated—and effective—advertising campaigns, according to members of a panel gathered Tuesday at BtoB's NetMarketing Breakfast.

"We never have enough money, and it's important that you stretch the dollars and maximize" ad campaigns, said Barbara Basney, director of global advertising at Xerox Corp. "You have to put the partners [of a campaign] in the same pod."

Basney stressed that business silos tend to thwart solid ad campaigns. "You need break down P/L silos with your various media departments to bring integrated ideas" to the table, she said. "A few media properties are taking down walls, but it's still too few, and there's a sense that's [breaking down] silos is still very forced."

Mike Paradiso, VP-global media director at CA, said that in developing integrated ad campaigns, b-to-b marketers also need to develop a "better understanding of user experiences and how people are using offline and online mediums differently." The panel also touched on the appetite for online video among b-to-b marketers. Spending on online video advertising will grow from $775 million this year to $2.9 billion in 2010, according to eMarketer.

Panelists addressed the growing debate about pre-roll online advertisements, which are normally 15-second electronic spots that appear before video content. Scott Koehler, director of OPEN Online Acquisition at American Express, which targets small and midsize businesses, said his department is knocking around the idea of running 2-second pre-roll spots.

After asked how to get a b-to-b message across in two seconds, Koehler said, "it may be a sponsorship angle with just the words: 'American Express Gold' on a white background. It's one of the innovative ideas we have considering our budget, and we'll see if it works."

BtoB Editor Ellis Booker moderated the panel discussion.

—Matthew Schwartz

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