Ad:tech NYC: Another Huge Showing

  |  November 9, 2006   |  Comments

Video and social media make their mark on Web marketing's biggest conference.

This week's 2006 ad:tech in New York had the highest-ever number of pre-registered attendees. Discussion in the packed sessions and exhibit halls touched on video, social media, engagement and measurement.

Before the show opened on Monday, close to 13,000 attendees had pre-registered. "That represents the largest show in the history of ad:tech," ad:tech Chair Drew Ianni told ClickZ. "From an attendance point of view, we were thrilled."

Many attendees complained of overcrowded exhibits hall and panel sessions so packed audience members had to stand or sit on the floor. "It's safe to say we were at capacity from a conference side, the rooms were full," Ianni commented. "On the exhibitor side, we used every square foot; we filled out the exhibit space several months in advance and we know there's more demand."

The mood of the conference, according to Ianni, was jubilant. "It certainly feels like 1999 all over again, with a lot more legitimacy attached to it." By contrast, an attendee agreed the conference had the excitement of 1999, but felt many companies lacked basic knowledge behind what they were pitching.

In panels discussing Web 2.0, consumer-generated media, video games, mobile, PPC, e-mail and metrics, the take-away messages were as fragmented as online audiences. Some longed for common measurement standards applicable across the Web and offline channels. Others discussed how to push online ad spending beyond the 4 to 6 percent of overall ad budgets it constitutes today. Partly to spur such growth, the ARF issued an Online Advertising Playbook during the conference.

The exhibit hall floor was the usual madhouse of tchochkes, wannabes, booth babes and recruiters. "Because people out here are representing the company they work for, everyone is a bit careful," said Ianni of the poaching phenomenon. "I certainly know there were a lot of recruiters walking the floor, it happens in a subtle fashion behind the scenes. It's part of the whole ad:tech ecosystem, I think."

The conference ended Wednesday, and neither heavy rain nor the closing of the exhibit hall kept attendees away. The morning keynote, given by ShopWiki Co-Founder and former DoubleClick CEO Kevin Ryan, was at least three-quarters full. Ryan compared and contrasted the Web in 1996 with its current incarnation. He noted some disappointments, such as the failure of mobile marketing to materialize as forcefully or as quickly as many expected. But he focused mainly on the array of upbeat developments in an industry that, only four years ago, was in terrible shape.

"The ecosystem of the Internet is in perfect health. We have years of steady growth ahead of us in e-commerce, advertising and subscription services. It's the right place to be," he said.

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!

ABOUT THE AUTHOR

Enid Burns

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...
    • Design and Publishing Specialist
      Design and Publishing Specialist (Bonner and Partners) - BaltimoreIf you’re a hungry self-starter, creative, organized and have an extreme...