ad:tech New York 2010
With a conference the size and importance of ad:tech, each attendee is likely to give a different answer when asked "so, how was the show?" From my perspective, ad:tech, along with the industry it serves, is alive and well. Now in its second year at Javits Center, ad:tech New York has never been short of attendees, with around 13,000 pre-registered for the show last week (Nov. 2-4). Typically the signal-to-noise ratio at ad:tech is so bad it requires you to speak with 1o people to arrive at a single qualified conversation on the show floor. But I'm pleased to report that the efforts of ad:tech chairwoman Sarah Fay and the DMG management team to pull the show back from the brink of being an affiliate vendor-fest appear to be working. During the couple of hours I walked the floor, in addition to at least three prospective CPA/CPL advertisers, I met representatives of Pepsico and Vonage, both of whom seemed open to new opportunities. Exhibitors echoed this sentiment, which was great to hear since even with a booth, introductions to big brands are unlikely unless prearranged.
While my primary focus was to evangelize ValueClick Media's recent advancements in data, audience targeting and optimization technology among press, clients and digital opinion leaders, I did a fair amount of listening too, and came away with a few themes worth sharing:
- The ad:tech conference is healthy and so is online advertising. No recession here, thank-you-very-much and knock on wood.
- Social commerce is hot, with some mentioning the Gap 'deal' by name.
- Questions abound regarding how, when and where social, mobile, local and search intersect with meaningful traction.
- Lots of buzz surrounding the Rubicon/FAN and Specific/BBE deals, rumors of AOL buying Dotomi and other video consolidation anticipated.
- A prevailing attitude of "enough already" when it comes to the over-labeling, shiny-button syndrome that seems to plague our industry. People are ready for consolidation and until then want to simplify the silos in ways that can make it easier for brands to buy from digital media providers.
If you are in agreement with the last point, you should love the video investment banker and savvy online self-promoter Terence Kawaja posted during the conference. Enjoy!
For more information from the conference, the ad:tech blog is always a good read.