A couple weeks ago, I attended the Interactive Advertising Bureau's (IAB's) MIXX conference in New York, which is billed as "the official interactive conference of Advertising Week." Although I couldn't get to nearly as many sessions or talk to as many people as I would have liked, I thought it would be helpful to share a smattering of my takeaways here.
Mad Ave. Missing?
Because it was Advertising Week and interactive continues to play a growing role in advertising strategies, I expected to see a lot of Madison Avenue types. Surprisingly, I don't think they made much of an appearance at MIXX. Perhaps that's because, unlike with ad:tech, during Advertising Week there were entirely separate venues dedicated to general advertising and they competed for attention. Some might say the Mad Ave. types missed out again. MIXX was sold out, with many of the keynote and popular sessions having standing-room only.
Surprisingly, there were attendees from all over the globe: Mexico, Brazil, Puerto Rico, Great Britain, France, Italy, Spain, and more. Credit the international IABs and their members for showing up in force for their Global Summit 2008, which also took place during Advertising Week. It certainly brought new diversity to the conference.
On the first day of the conference, the IAB released its ad campaign measurement process guidelines that addresses the use of third-party ad servers by advertisers and publishers and the auditing of "processes used in the placement, trafficking and reporting of interactive advertising."
Compared to years past when the exhibit hall seemed filled with e-mail vendors or search marketing companies, this year's expo abounded with social media solutions and advertising providers. Is anyone surprised? Still, most of those were not at the previous week's Social Ad Summit.
Some sessions written up by my ClickZ associates include:
My favorite session was probably PBS's Charlie Rose's interview of Clay Shirky, author of "Here Comes Everybody." I thought this would be another dull interview of an author basically plugging his book. Although the plug couldn't really be avoided, the interview was anything but dull. My top takeaways from Shirky:
With social media so prominent this year, I wonder by our next major conference where the conversation will take us next.
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A ClickZ expert columnist since 2005, Hollis Thomases (@hollisthomases) is president and founder of Maryland-based WebAdvantage.net, an online marketing company that provides results-centric, strategic Internet marketing services, including online media planning, SEO, PPC campaign management, social media marketing, and Internet consulting. Author of Twitter Marketing: An Hour a Day and an award-winning entrepreneur, Hollis is the Maryland 2007 SBA Small Business Person of the Year. Hollis speaks extensively on online marketing, having presented for ClickZ, the American Marketing Association, SES, The Newsletter and Electronic Publishers Association, The Kelsey Group, and the Vocus Worldwide User Forum. WebAdvantage.net's client list has included Nokia USA, Nature Made Vitamins, Johns Hopkins University, ENDO Pharmaceuticals, K'NEX Construction Toys, and Visit Baltimore. The agency was recognized as a "Small Giant" by the Greater Baltimore Tech Council and was chosen as a "Best Place for Business Women to Work" by "Smart Woman Magazine."
March 19, 2014