FOOA: Future of Online Advertising Notes: Chas Edwards, Federated Media

Here are my notes from the presentations by Chas Edwards of Federated Media at the Future of Online Advertising conference. I will post my complete commentary plus audio files tonight so please grab the RSS Feed.

• Chas believes there are only a small number of professional media sites that marketers should care about. (shows Cnet, Digg, Wired, PC Mag)
• Discusses how blogs are becoming more influential than traditional media sites
• Shows inbound links in Dooce vs. BabyCenter/iVillage and how Dooce is more influential in Google
• Shows the benefit for co-branded and "author-driven" creative performed 4x better than the indusry standard
• He basically pushed Digg and TechCrunch for the entire presentation.
• Best Practices
  -- Locate your brand communities
  -- follow the leaders, partner with them
  -- add value to existing conversations