Sessions at SXSW Interactive 2012 about Advertising on Sunday 11th March

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  • How We Do It in Brazil

    by Willie Taminato, Cristiano Dias and Alexandre Kavinski

    You already know that Brazil is one of the fastest-growing economies in the world, that it will host the 2016 Olympics and the 2014 FIFA World Cup, that it has more than 1 mobile phone per capita, is second in the world in number of hours spent online… But what's beyond that?

    Brazilian professionals know more about the US than Americans know about Brazil. If you want to score big in Brazil you should understand how the cultural differences reflect in the way Brazilians consume media and relate to each other online, in a country where the top 7 websites answer for more than 70% of web traffic. (compared to 7% in the US if you exclude Facebook)

    Our panel will have professionals with expertise in the areas of social media, search marketing, IT and advertising, giving you the inside scoop in one of the best places to do business right now.

    At 12:30pm to 1:30pm, Sunday 11th March

    In Room 5ABC, Austin Convention Center

  • Can The Biggest Ideas Fit in Smallest of Ad Spaces?

    by Aman Govil and Cecelia Wogan-Silva

    This year, Internet advertising turns 18-years-old. And yet despite almost two decades of innovation online, digital ads are still being used to simply inform more than they're being used to connect, engage and entertain.It is time to put digital advertising to the ultimate test. We selected four iconic commercials of yesteryears, and asked the legendary creatives behind them to re-imagine them for the digital age. These advertising icons defined the mediums of the past. Now they're back to help shape the medium of the future, prove that great ideas come first, and inspire a new generation of creative minds along the way.The Brands: Coca-Cola, Avis, Volvo and Alka-SeltzerThe Films: No experiment is complete without its lab book. Documented by Emmy-award winning filmmaker Doug Pray, you can watch the process unfold and witness the journey of the five icons as they put the minds and the medium to the test.This session is sponsored by Google.

    At 5:00pm to 6:00pm, Sunday 11th March

    In Ballroom G, Austin Convention Center

    Coverage audio clip

  • How to Personalize Without Being Creepy II

    by Mark Peters and Mat Harris

    For content developers struggling to generate engagement, personalization is a type of salvation. Centenarian news organizations are looking to revive their relevance in an era of unlimited free content. For them, mass-personalizing for each audience of one is an extremely compelling means to regain influence and earn back reader loyalty. At the same time, advertisers are under more and more pressure to optimize ad performance and deliver results.

    Continuing the debate that has persisted since last year's panel, we take an even deeper and more introspective look at the challenges, ethical dilemmas and complicated trade-offs of personalization.

    2012 brings even more users to social media in an increasingly mobile web - prime territory for advanced content personalization. Social media users are gaining sophistication and seeking answers about their data, its permanence and portability.

    In 2012, personalization practices promise to be as obfuscated and unconventional as ever before. Legislators around the world offer empty promises of consumer protection without having any real basis for guaranteeing it. What is right -- and wrong -- in this wild, wild West?

    At 5:00pm to 6:00pm, Sunday 11th March

    In Capitol View North, Sheraton Austin Hotel at the Capitol