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An in-depth look at how to holistically view and evaluate marketing channels (display, search, social, etc.) and tactics: high (awareness), mid (intent), and low (purchase). The right attribution model can help marketers allocate their digital budgets more effectively, and is especially important for travel brands selling experiences with long and complex purchase decision cycles.
Speaker: Doug St. John, Programmatic Director Americas, NewBase - in partnership with AJR Media Group
Doug leads the Programmatic strategy and investment activity for NewBase Ltd. NewBase is a global company with offices in 13 countries and a 130 year history in media and client servicing. Under Doug’s leadership NewBase offers an independent managed service trading desk solution that incorporates best in class technologies, fully transparent pricing and a highly skilled team of traders. NewBase AIM, the trading desk solution, is managed out of Toronto, London and Zurich to provide clients with global reach and service.
Doug spent the first four years of his career in hotel management with FHRI and leading Canadian hotel properties before making the move to digital advertising with NewBase in 2012. He is recognized for having a sound and unbiased understanding of the digital media space, trends and new technologies. His professional demeanour is client focused, analytic and honest. Our clients appreciate his integrity, straight forward communication and commitment to excellence.
The Newbase programmatic division specialized in providing technology driven advertising solutions to travel and tourism clients. The NewBase Trading Desk works with destination organizations, operators, and their agencies to build and execute data driven advertising campaigns. NewBase has planned and managed 100’s of programmatic campaigns for companies and organizations like Delta Airlines, South Florida Tourism, Tourism Toronto, Visit El Paso, Kississimee, Visit Lubbock, Destination Canada, Galveston CVB, Fairmont Hotels and Resorts International, Lake Charles/Southwest Louisiana CVB, Whistler Resorts, Intrawest Resorts, Niagara Fall Tourism Partnership to mention a few.
Doug espouses a philosophy that no two tourism campaigns are alike. Travel advertisers have a strong understanding of their markets and their product differentiation. At NewBase we are committed to building custom programs that provide the competitive edge our clients require and demand in order to be successful in the highly competitive travel marketing space.
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