Ad:Tech NYC Liveblogging

November 4, 2008

Liveblogging of Ad:Tech NYC through CoverItLive.   Join in!

9:40
andrewcherwenka:

Question period with Jonathan Klein, President, CNN/U.S.
9:41
andrewcherwenka:

JK: Our programming ideas take shape across the global platform
9:42
andrewcherwenka:

Drew Ianni:   any suggestions for the little guys in the long tail?   great content they want to monetize but they’re too small?
9:42
andrewcherwenka:

JK:   Need exposure and volume.   If you have brilliant content but nobody sees it, you won’t get paid.   (Is that an answer?)
9:43
andrewcherwenka:

Q:   How are you encouraging innovation at CNN?
9:43
andrewcherwenka:

JK:   David Boorman came across touchscreen map at a tradeshow.   He integrated that into our on-air.
9:45
andrewcherwenka:

JK:   10M people watched the vice-presidential debate.   If we got it wrong we’d be punished.   Many people inside CNN lobbied against … something.   Don’t know where he’s going.
9:45
andrewcherwenka:

Q: What about accuracy?   Twitter posts, etc.?
9:45
andrewcherwenka:

JK: We don’t put anythign on CNN until the source has been tracked down and the content verified.   iReport.com is our repository for unverified news.
9:46
andrewcherwenka:

JK:   With tweets, we won’t report right away but we still think it gives us a jump.   We verify everything before posting.
9:46
andrewcherwenka:

Summary:   fun presentation but very little content.
9:51
andrewcherwenka:

Geoff  Ramsey, CEO and Co-Founder, eMarketer
Digital Marketing Now: Seven Strategies for Surviving the Downturn
9:51
andrewcherwenka:

Things are bleak but capitalism is not dead.
9:52
andrewcherwenka:

53% of us marketers expect to reduce ad budgets over next 6 months.   that was old data.   now 70% are saying they will.   31% said they already have.
9:52
andrewcherwenka:

traditional media budgets:   85% will cut.
9:53
andrewcherwenka:

so where is the growth?   it’s online.   eMarketer quotes 17.4% growth this year.
9:53
andrewcherwenka:

all researches looking at double-digit gains for this year.
9:54
andrewcherwenka:

US online ad spending growth for 2009 predicted up for all, average about +14%.
9:55
andrewcherwenka:

ROI for internet surpassed all other forms of advertising.
9:57
andrewcherwenka:

overall:   some positive growth numbers for web.   bleak outlook for traditional.
9:57
andrewcherwenka:

get free copy of digital marketing now by emailing geoff@emarketer.com.
10:07
andrewcherwenka:

10:07:   PANEL
10:08
andrewcherwenka:

MODERATOR:
Pam  Horan, President, OPA

PANELISTS:
Betsy  Morgan, CEO, The Huffington Post

John A.  Byrne, Executive Editor and Editor-in-Chief, BusinessWeek.com

Vivian  Schiller, Senior VP and General Manager, NYTimes.com

Robin  Steinberg, Senior VP, Director of Print Investment and Activations, MediaVest USA

10:09
andrewcherwenka:

CORRECTION:
MODERATOR:
Randall  Rothenberg, President and CEO, IAB

KEYNOTE SPEAKERS:
Tina  Sharkey, Chairman and Global President, BabyCenter LLC

Rob  Master, North American Media Director, Unilever US

Rob  Norman, CEO, Group M Interaction

David  Morris, Chief Client Officer, CBS Interactive

10:09
andrewcherwenka:

RR: Let’s open with the presidential election.
10:10
andrewcherwenka:

what have we learned from this election and how we do marketing?
10:10
andrewcherwenka:

TS: it’s great to have something other than Dove as a great web example.   The Obama campaign has done a great job of joining and engaging in the conversation.
10:11
andrewcherwenka:

used humour with SNL.   used mobile (see who my VP pick is first).   used facebook.
10:12
andrewcherwenka:

RN:   Fascinating time from a mixed model pov.
10:13
andrewcherwenka:

combination of broad reach and high engagement.
10:13
andrewcherwenka:

3 things to watch:   geography, technology, integrity.
10:13
andrewcherwenka:

obama campaign has fused all 3 of these to great effect.   found the people, used the tech, did it well.
11:25
[Standby]
The host is placing this Live Blog into Standby Mode.
12:10
andrewcherwenka:

MODERATOR:
Pam  Horan, President, OPA

PANELISTS:
Betsy  Morgan, CEO, The Huffington Post

John A.  Byrne, Executive Editor and Editor-in-Chief, BusinessWeek.com

Vivian  Schiller, Senior VP and General Manager, NYTimes.com

Robin  Steinberg, Senior VP, Director of Print Investment and Activations, MediaVest USA

12:11
andrewcherwenka:

JB:   350,000 pages indexed by google.   BusinessExchange link ranks above LinkedIn on SERP.
12:11
andrewcherwenka:

BM:   2000 bloggers, post 400 blogs per day, mix of blog and curated news.
12:16
andrewcherwenka:

BM:   we’re really going to miss sarah palin
12:16
andrewcherwenka:

Huffpo went from 3M to 22M uniques/month from last Oct to this one.
12:18
andrewcherwenka:

pam horan:   measuring from:
customer awareness to
brand awareness to
brand consideration to
brand preference to
purchase intent to
purchase
12:18
andrewcherwenka:

ads on content sites have greater impact throughout the purchase funnel
12:21
andrewcherwenka:

Robin  Steinberg, Senior VP, Director of Print Investment and Activations, MediaVest USA
12:22
andrewcherwenka:

trusted and verified content is very important to us.   (really?)
12:26
andrewcherwenka:

RS: the majority of magazine brand sites were asleep at the wheel and, honestly, they’ve crashed.
12:26
andrewcherwenka:

RS:   people.com nailed it.
12:26
andrewcherwenka:

RS:   traffic isn’t there because the experience isn’t there.   editing is done like a magazine.
12:27
andrewcherwenka:

RS:   we need to drive people to the site on a daily basis, not weekly or monthly.
12:28
andrewcherwenka:

RS:   “they’re not even delivering in a small way”.   (she’s slamming hard on magazine sites – this could get interesting).
12:29
andrewcherwenka:

BM:   we’re not trying to copy tv.   people will be watching the tv PLUS they’ll be liveblogging and twittering.
12:30
andrewcherwenka:

RS:   creative absolutely matters.   we’re not doing enough to drive people to take action.
12:30
andrewcherwenka:

RS:   less than 50% of magazine ads have a URL on them.
12:32
andrewcherwenka:

Q:   how is online video impacdting print publications?
12:33
andrewcherwenka:

John A.  Byrne, Executive Editor and Editor-in-Chief, BusinessWeek.com:   we started trying to incorporate video like a computer screen on a 1950’s television set.
12:34
andrewcherwenka:

place video on homepage, integrate.   don’t have a separate video section.
12:36
andrewcherwenka:

Q:   what kind of back-end analytics do your advertisers use?   it’s very different from a direct response mindset.   how do you measure effectiveness?
12:37
andrewcherwenka:

BM:   advertisers still look at basic “did you click on the ad”.   our editors look at consumption on a minute by minute basis.   great analytics package.   we’re delivering more of what people are clicking on.
12:38
andrewcherwenka:

getting a better picture of how to marry ad content next to editorial content.   we want to do more and more of that.   challenge is simply to get the buying community comfortable with the next generation of metrics.
12:39
andrewcherwenka:

VS:   advertisers come back because, they tell us anectodally, we advertise and more people buy.
12:39
andrewcherwenka:

VS:   clickthrough is definitely not it.   but when it comes to advertising, context is definitely king.   contextual targeting far and way continues to be the big winner.
12:59
[Standby]
The host is placing this Live Blog into Standby Mode.
1:03
[Standby]
The host is placing this Live Blog into Standby Mode.
9:50
andrewcherwenka:

INTRODUCTION BY:
Drew  Ianni, Advisory Board Chairman, Programming, ad:tech expositions
9:51
andrewcherwenka:

unbundling has been a failure.   it hasn’t been more efficient or productive.   the industry will re-bundle.
9:51
andrewcherwenka:

creative is a commodity.
9:52
andrewcherwenka:

grand unifying theme:   it’s trench warfare.
9:52
andrewcherwenka:

KEYNOTE:
Shelly  Lazarus, Chairman & CEO, Ogilvy & Mather Worldwide
9:53
andrewcherwenka:

Dispatches from the Digital Frontier with Shelly LazarusYou’ve heard it before: the 30-second spot is dead; consumers are in control; it’s a billion channel universe; the only constant is change; innovate or die. In other words, digital changes everything. Or does it? The basic principles of brand building are very much the same. What digital has changed is how we execute. Ogilvy Chairman and CEO Shelly Lazarus shares some creative and unusual examples of how marketers are using the range power of digital media to engage today’s consumers and build brands. Don’t miss it!
9:54
andrewcherwenka:

i’ve been talking from the beginning about the wisdom of taking the whole media function outside of the agency.
9:56
andrewcherwenka:

(she’s showing some bad user-generated photos in a kodak gallery contest)
9:58
andrewcherwenka:

mccain relied on traditional media, but his campaign did sponsor a campaign for the best “joe the plumber” video
9:59
andrewcherwenka:

2/3rds of people who watch tina fey on snl saw it after it aired.
10:00
andrewcherwenka:

team obama also won advertising age’s marketer of the year!
10:00
andrewcherwenka:

imagine what will happen if obama governs just as he campaigned, right down to the people.
10:01
andrewcherwenka:

Barack’s email to his email database last night:   Andrew —

I’m about to head to Grant Park to talk to everyone gathered there, but I wanted to write to you first.

We just made history.

And I don’t want you to forget how we did it.

You made history every single day during this campaign — every day you knocked on doors, made a donation, or talked to your family, friends, and neighbors about why you believe it’s time for change.

I want to thank all of you who gave your time, talent, and passion to this campaign.

We have a lot of work to do to get our country back on track, and I’ll be in touch soon about what comes next.

But I want to be very clear about one thing…

All of this happened because of you.

Thank you,

Barack

10:02
andrewcherwenka:

we don’t need interpreters anymore.   we can go around the press and talk directly to the people.
10:03
andrewcherwenka:

built own iphone apps, free downloadable ringtones, MASTERS OF CRM.   4M donors and volunteers, donate button on every email and every page.
10:04
andrewcherwenka:

used a sweepstakes.   first 5 donors, then any 5 donors, could watch the election.   told you every day who won.   “front row to history”.   picked 1 name each day for every day leading up to the election.
10:04
andrewcherwenka:

my husband gave a donation because he felt left out.   everybody else was getting emails from michelle obama, joe biden.
10:04
andrewcherwenka:

team obama brought barack directly to the people.
10:06
andrewcherwenka:

another example:   voices of the olympic games.
10:06
andrewcherwenka:

1.6M continuous visitors.   unfiltered scoop straight from the athletes.   athletes told the real inside stories of struggle, challenge, reward.   gave them all cameras, had them blog.
10:08
andrewcherwenka:

lenovo also built a widget for cellphones.   result:   largest SMM ever conceived.   (huh?)
10:09
andrewcherwenka:

IOC tried to shut it down, but it’s true democratization of content.
10:12
andrewcherwenka:

showed   the diamond shreddies campaign.   800,000 views “which for canada is a lot of views”.
10:16
andrewcherwenka:

diamond shreddies
10:16
andrewcherwenka:

sales went up 20% in a few weeks.
10:17
andrewcherwenka:

shreddies wouldn’t seem like a candidate for a highly viral campaign, but this struck a chord.   true marketing innovation.   viral at its most powerful
10:17
andrewcherwenka:

100 years ago we could have that idea.   difference now is how we execute.
10:17
andrewcherwenka:

next case study:   capri sun
10:21
andrewcherwenka:

“respect the pouch” – great creative called Stomp
10:22
andrewcherwenka:

if you have a product that appeals to 9 year olds, you gotta think about games.
10:22
andrewcherwenka:

next example:   louis vuitton
10:23
andrewcherwenka:

10 years ago focus would have been on the most gorgeous print ads ever.
10:34
andrewcherwenka:

wrap-up:   if you don’t like change, now is not your time.
10:36
andrewcherwenka:

hellman’s ROI:   250%
10:37
andrewcherwenka:

and of course, here comes dove evolution.
10:37
andrewcherwenka:

500 million people have seen it.
10:38
andrewcherwenka:

those who spend in times of recession come out ahead.   smart marketers will not just spend, they’ll spend in new ways.
10:39
andrewcherwenka:

bring it on.   bring on the new tools, new devices, new partners, new ideas.
10:45
andrewcherwenka:

The Big Idea 3.0 – Redefining Creative in the Digital AgeIn the analog age of advertising—dominated by superstar creative directors and other mad men—the big brand idea and message were created, crafted and pushed out to the masses via predictably reliable media channels. Times have changed, however, as digital transforms all media and has given the consumer unprecedented amounts of choice and control. Advertising is no longer an exercise in amplifying a monologue but an effort to perfect the art of conversation. In the digital age, should brands still focus on developing a core essence and identity—universally identifiable to its entire target market—or should brands focus on custom-tailoring their essence and identity, in dynamic fashion, for each of their niche audiences and channels? If the big idea still has value in a fragmented, digital world, who should own it? How is it created, produced and distributed? What agencies are best positioned to own the core brand relationship with their clients? What is the role of media and will (or should) agencies re-bundle? And how should clients think about re-aligning their organizations to effectively oversee the development of the big idea and manage their brand portfolios in the digital age? Moderated by Paul Woolmington, Founding Partner of the groundbreaking agency Naked Communications, this panel brings together a stellar group of innovative, forward-thinking advertising and media executives to talk about the future of branding and the Big Idea in the complex and fragmented digital universe.
10:45
andrewcherwenka:

MODERATOR:
Paul  Woolmington, Founding Partner, Naked

KEYNOTE SPEAKERS:
Andy  Berndt, Managing Director, Creative Lab, Google

Nick  Law, Executive VP, Chief Creative Officer, North America, R/GA

Stefan  Olander, Global Director of Brand Connections, Nike

Jessica  Greenwood, Deputy Editor, Contagious Magazine

10:49
andrewcherwenka:

5 themes:   first, brands as entertainers.
10:59
andrewcherwenka:

method:   5000 unpaid brand advocates.   taking on p&g and unilever.   call them “progressive domestics”, coordinated through website.
11:05
andrewcherwenka:

batman marketing:   ibelieveinharveydent.com went up quietly.
11:05
andrewcherwenka:

then they started seeding ibelieveinharveydenttoo.com
11:06
andrewcherwenka:

every visitor was one pixel removed.   eventually entire photo revealed the joker.   people went mad.
11:13
andrewcherwenka:

PANEL:
Andy  Berndt, Managing Director, Creative Lab, Google

Nick  Law, Executive VP, Chief Creative Officer, North America, R/GA

Stefan  Olander, Global Director of Brand Connections, Nike

Jessica  Greenwood, Deputy Editor, Contagious Magazine

11:16
andrewcherwenka:

Andy  Berndt, Managing Director, Creative Lab, Google – arguing for bravery, rejected notion of creativity being a commodity
11:17
andrewcherwenka:

Stefan  Olander, Global Director of Brand Connections, Nike:   NIke plus attracted 800,000 people.   just do it isn’t about what you say, it’s what you do.   vote with your feet.   3 causes attached to the race.   brands have a role and responsibility we haven’t had before.
11:18
andrewcherwenka:

Nick  Law, Executive VP, Chief Creative Officer, North America, R/GA:   creativity has redefined itself into a fine powder that you can spread far and wide.   i don’t know what that means exactly.
11:18
andrewcherwenka:

how do you take the virtual world and have it meet the physical world?
11:19
andrewcherwenka:

creative thinking has broadened so much that there’s no one way anymore.   agencies need a broad range of aptitudes.
11:19
andrewcherwenka:

there’s a broadening.   collaboration becomes very important.
11:26
andrewcherwenka:

nick law:   cultural differences between storytellers, designers, technologists.   problem is trying to figure out how to get these people to communicate together.
11:27
andrewcherwenka:

there’s an additive way of thinking or a subtractive way.
11:27
andrewcherwenka:

biggest impediment is the cultural arrogance of the traditional agency’s storyteller.
11:28
andrewcherwenka:

facebook, youtube – ever see a tv ad?
11:31
andrewcherwenka:

andy berndt:   at google they practice the “reasonable person” approach, where you think everybody else at the table has an idea that’s better than yours.
11:32
andrewcherwenka:

stefan:   it’s critical to think of the intersection between digital and real world.
11:33
andrewcherwenka:

andy:   ability to provide some kind of utility at scale and very low cost – that’s the magic.   marginal cost used to be too high.
11:33
andrewcherwenka:

andy:   digital really supports brands in that regard.
11:34
andrewcherwenka:

jess:   digital technology takes a one-night stand and turns it into a passionate affair.
11:37
andrewcherwenka:

nick:   too much data out there to consume.
stefan:   convincing somebody is becoming harder.   power is ultimately in the hand of the consumer.
11:39
andrewcherwenka:

nick:   this downturn will get rid of fat in the industry.   will force us to be efficient communicators.   whim advertising that just entertains but doesn’t strike a nerve – you can’t afford to do that.
11:40
andrewcherwenka:

there will be more iterative marketing.   try something, measure, improve, measure, etc.
11:41
andrewcherwenka:

andy:   in a downturn, the first thought is to turn inward but that’s wrong.
11:41
andrewcherwenka:

stefan:   smallest markets with the smallest resources are coming up with the greatest ideas.
11:42
[Standby]
The host is placing this Live Blog into Standby Mode.
4:04
andrewcherwenka:

Search and Social SynergySearch and social media are inextricably linked. 70 percent of all online content will be user generated by 2010, and search is how users will most often find that content. Recent integrated search results via Google Universal have only elevated the visibility of social media sites. In addition, the search functions of the major social media sites are becoming significant platforms in their own right, which may further complicate the future relationships they have with their current search partners. This presentation discusses the synergies and developing complexities between search and social media and examines how evolving user behavior is providing insights into the future of search and best practices for search marketing and optimization.
4:04
andrewcherwenka:

MODERATOR:
Dana  Todd, CMO, Newsforce, Inc.

PANELISTS:
Mike  Grehan, Global KDM Officer, Acronym Media

Adam  Lavelle, Chief Strategy Officer, iCrossing

Julie  Sun, Senior Manager, SEO, MTV Digital Media

Danny  Sullivan, Editor-in-Chief, SearchEngineLand.com

4:05
andrewcherwenka:

challenge to panelists:   we’ve had 10 years of search marketing.   social is about a year into it.   we should know by now what works and doesn’t.   can you identify opportunities where search and social intersect?
4:07
andrewcherwenka:

Danny  Sullivan, Editor-in-Chief, SearchEngineLand.com:   what is social media?   news, bookmarking, networking, knowledge, etc.   So many.
4:08
andrewcherwenka:

showing graph where x=demand (search intent), y=branding
4:08
andrewcherwenka:

google is top right corner
4:09
andrewcherwenka:

Social News:   traffic high, demand medium (more discovery than search)
4:10
andrewcherwenka:

demand/branding – news is midway
4:10
andrewcherwenka:

bookmarking:   sharing any info, traffic high, demand low (discovery without recency); branding low
4:11
andrewcherwenka:

demand/branding – bookmarking low in both
4:11
andrewcherwenka:

networking:   traffic low, demand low, branding low (high inside but low visibility of profiles outside).   exists way down in lower corner.
4:12
andrewcherwenka:

knowledge:   medium traffic, high demand, high branding.   yahoo answers explicity share what people are looking for.
4:12
andrewcherwenka:

exist up by google on grid.
4:13
andrewcherwenka:

social sharing sites:   medium traffic, high demand, high branding.   sites do well.   search Canon, get Flickr group.   Search for coke, get youtube.   Search JetBlue get twitter, etc.   up in topright of grid.
4:14
andrewcherwenka:

sweetspots:   social sharing (youtube) and knowledge.
4:14
andrewcherwenka:


Julie  Sun, Senior Manager, SEO, MTV Digital Media

4:17
andrewcherwenka:

digg:   grow a thick skin.   source matters.
4:17
andrewcherwenka:

stumbleupon and delicious:   male-dominated, works best with evergreen content.
4:19
andrewcherwenka:

(julie is struggling)
4:20
andrewcherwenka:

networking: in U.S. 183M searches performed inside Facebook across 19.5M users in Sept ’08.
4:24
andrewcherwenka:

faded for a bit there.   did she really just say “i’m sure you’ve all heard of myspace”?
4:29
andrewcherwenka:

Mike  Grehan, Global KDM Officer, Acronym Media
4:30
andrewcherwenka:

funny take on terminology.   “I don’t know anyone that’s ever optimized a search engine.   Or marketed one.”
4:31
andrewcherwenka:

example:   naver, south korean search portal.   110 million queries per day, 44,000 questions, 110,000 answers.   PER DAY.
4:32
andrewcherwenka:

2nd largest library in NA is called librarything.com
6:55
andrewcherwenka:

no plugs in the conference centre, battery died.   everybody’s fighting for the one chair beside the one wall outlet.   liveblog done.
6:56
[Standby]
The host is placing this Live Blog into Standby Mode.
1:49
andrewcherwenka:

MODERATOR:
Emily  Steel, Reporter, The Wall Street Journal

PANELISTS:
Matt  Palmer, Executive VP, General Manager, Stardoll

Matt  Coppet, Head of Global Media Strategy, UBS

Jim  Louderback, CEO, Revision3

1:50
andrewcherwenka:

Will the Long-Tail Go Bankrupt? The Economics of Digital Media DistributionDigital content is everywhere and, online, is increasing by orders of magnitude on a weekly basis. However, this epic flood of digital content and unprecedented media fragmentation has produced a fundamental conundrum: It’s hard to make money. While leading portals and first-tier media companies may be doing better than others, all media producers and owners are working overtime to monetize their content in the digital arena, including developing ad-supported content, subscription-based content, licensing and syndication deals, and creating other affiliate-based partnerships. This panel takes an in-depth look at the digital content marketplace and explores how large and niche media companies are attempting to distribute and monetize their assets as well as get the buy-side view on how advertisers and marketers view the value proposition of digital media and content sponsorships. As broadband penetration grows and mobile devices become more media friendly, the future is potentially bright. But can the digital content and media industry generate enough revenue in the near- to medium term to support both the short and long tail of the industry? Let the debate begin.

has the industry figured out a way to make money across the long dail?

2:05
andrewcherwenka:

jordan bitterman:   desert storm boosted cable.   911 boosted crawlers.   election 2008 boosted video online.
2:06
andrewcherwenka:

emily:   where is the next phase of growth coming from?
2:06
andrewcherwenka:

philip mitchell:   it’ll be an analytics-driven model.   who’s going to win?   whoever ties analytics to monetization.
2:07
andrewcherwenka:

clients concerned with a cost-per-something e.g. CPM will be disappointed with video metrics
2:08
andrewcherwenka:

hold-ups:   the systems.   you need automatoin.
2:09
andrewcherwenka:

jim louderback:   the IAB standard for a video view is 3 seconds.
2:10
andrewcherwenka:

online video measurements are just as crazy today as hits and page views were in 2000.
2:17
andrewcherwenka:

what about growth?   slow growth in digital, negative in traditional.
2:18
andrewcherwenka:

search will go up
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