Home  › Media › Media Planning

No Shortage of Predictions at ad:tech NY 2011

  |  November 15, 2011   |  Comments

Predictions, statistics, and tidbits from the latest ad:tech conference.

I've been attending ad:tech New York for many years now, and it's always interesting to see what sessions attract the most attention and what people are talking about when they leave. If you judged ad:tech high points by session attendance, you'd think you were at SXSW instead of ad:tech - social was definitely hot! But my biggest takeaway is that the convergence of advertising, marketing, communications, and technology still continues its forward charge and that no one can rest on their laurels of past performance if they want to be relevant into the foreseeable future. With these sage words, allow me to recap some of the more interesting predictions, statistics, and tidbits from the latest ad:tech conference.

Social Predictions

  1. Sites need to be developed for richer sharing. Sharing is going to go beyond social bookmarking, tweeting, and simple sharing. Site owners need to think about every element of their site being independently shareable. Sarah Personette, director of global agency relations for Facebook showcased the Levi's website, which allows you to create your own store, share your selections with friends, and integrate Facebook elements like friends' birthdays so you can be reminded and send them gifts directly from the store.
  2. Search has seen its day. Get ready for more "search is dead" quotes soon. More than one presenter discussed the fact that social, mobile, and video will surpass search revenue within five years.
    • Jeff Green of The Trade Desk, however, covered a nice case study showing how maximizing search by adding retargeting plus optimized display (e.g., by Zip code, day-of-week/time-of-day, top-performing sites, DMAs, or states) can show significant lift for campaigns: i.e., think about what's really moving product.
  3. The Google vs. Facebook war rages on. Google debuted its Google+ Pages for Business just prior to ad:tech and its Head of Social Advertising Products Christian Oestlien gave a stat-packed evening keynote, including:
    • 90 percent of people rely on personal recommendations from friends
    • 84 percent of people are online doing research before making a purchase decision
    • 77 percent of all content around brands is being shared by the user, not the brand
    • 95 percent of posts to or about a brand go unanswered
  4. Social will only be authentic to a point. This is my personal assessment based on all the pay-for-play options and manipulation of social engagement. Brands eager to capitalize on the power of social should proceed with caution. I'm not opposed to things like sponsored conversations or paid-for influence, but what I'd like to see is more full disclosure that this is going on.

Technology Predictions

us-ad-space-size-11

In a word, yes! Advertising will continue to migrate away from traditional, more simple, and more labor-intensive delivery mechanisms and into more technical, automated solutions. Among these standouts:

  • Ad exchanges and DSPs…with the layering-in of DMPs for good measure
  • HTML5 and what it will enable developers to deliver to users
  • Mobile - it's "finally" come of age here in the U.S., according to comScore's Media Evangelist Eli Goodman, and speaking of…

Mobile Predictions

  1. Mobile-first development. Stephen Gates, senior creative director of Starwood Hotels made a great case for developing first for mobile before the browser.
  2. Potency of mobile + local for real $$$. Several presenters featured case studies that proved the closer someone is to a physical location they're using their device to help find, the greater the likelihood for purchase.

General Observations

Some final thoughts:

  1. More acronyms. Last year, the DSPs and RTBs ruled; this year, they were still present but took a back seat to social: SOCO, SOLOMO, and SO-MO-VID. And yet, the ever-popular ROI still got its due.
  2. Steve Jobs worship continues. Keynote speaker and Jobs biographer Walter Isaacson attracted a huge audience. The most salient message for me was Jobs' belief that before profits must come great products, and in order to get that, you need to have a great company.
  3. The new tablet phenomenon. Many attendees had tablets, particularly iPads, which they readily held up to take photos of the presentation screens.
  4. Lots of busting on "old school" advertising agency processes, methodologies, and business models. It's still very much an "us" versus "them" mentality here.
  5. Entertainment always wins over a crowd. You would think a bunch of advertising experts would already know this, but most presentations lacked pizzazz. Those who entertained like Colin Wescott-Pitt's presentation of the Dos Equis campaign or Ben Fox's amazing slide show on the future of the ad marketplace stood heads and tails above the rest.
  6. Best new technologies. Through Twitter, I tried to crowdsource for feedback. Responses (my own included) mentioned GeoEdge, Semcasting, Mobile App Tracking, hashtagart, and SocialToaster.
  7. Presentations. Couldn't make it to ad:tech NY? Why not at least download the presentations?

ClickZ Live New York What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!

ABOUT THE AUTHOR

Hollis Thomases

A highly driven subject matter expert with a thirst for knowledge, an unbridled sense of curiosity, and a passion to deliver unbiased, simplified information and advice so businesses can make better decisions about how to spend their dollars and resources, multiple award-winning entrepreneur Hollis Thomases (@hollisthomases) is a sole practitioner and digital ad/marketing "gatekeeper." Her 16 years working in, analyzing, and writing about the digital industry make Hollis uniquely qualified to navigate the fast-changing digital landscape. Her client experience includes such verticals as Travel/Tourism/Destination Marketing, Retail & Consumer Brands, Health & Wellness, Hi-Tech, and Higher Education. In 1998, Hollis Thomases founded her first company, Web Ad.vantage, a provider of strategic digital marketing and advertising service solutions for such companies as Nokia USA, Nature Made Vitamins, Johns Hopkins University, ENDO Pharmaceuticals, and Visit Baltimore. Hollis has been an regular expert columnist with Inc.com, and ClickZ and authored the book Twitter Marketing: An Hour a Day, published by John Wiley & Sons. Hollis also frequently speaks at industry conferences and association events.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

Resources

Jobs

    • Customer Service Consultant
      Customer Service Consultant (Bonner and Partners) - Delray BeachBonner & Partners: Full-time Customer Service Consultant Position Who we are...
    • Financial Editor
      Financial Editor (Confidential) - DurhamSIX FIGURE EDITORS WANTED: To enforce lofty NEW editing standards. Easy Conditions Unlikely. Promotion and...
    • Information Processing Specialist
      Information Processing Specialist (Agora Inc. ) - BaltimoreInformation Processing Specialist – The IP specialist position ensures the successful...