Ad-Tech NY Tues. Morning
November 4, 2008
CNN’s Jonathan Klein delivers first keynote. The Future of News in the Digital Universe
– Showing examples of how they are weaving user-generate content (polling, videos, etc.) into news. Getting traction among 18-34 year olds.
– Twitter now being used in one show.
– Political Ticker
– New anchors, new approaches, going with multi-platform approaches (on-line plus telecasts plus social platforms)
– iReport – people submitting their own video stories
– People can tell “us” just as much as “we” (CNN) can tell them now. Earthquake news appeared on Twitter in 30 seconds, as opposed to a 6-min news break on network.
– CNN more like eBay now than CBS? Now the info is spread out all over (CNN becoming a consolidator?)
[SW – Very brief, engaging, interesting overview. No earth-shaking information, but clearly demonstrates that CNN “gets” where information is now coming from, and is creatively seeking to tap in. Developing more immediate and personal relationship with users/viewers.]
Jeff Ramsey – State of the Industry Roundtable intro
-Capitalism is not dead. Consumers will continue to consume. Marketers, therefore, will need to still market.
– Lots of projected numbers on media spend in the downward direction.
– Surveys showing budgets for marketing cut (Marketing Sherpa, Marketing Profs, Epsilon)
– Where will be growth? On-line
– Stripping out the bulls and the bears, still looking at double digit growth in eMarketing (10-14% ish)
– Example of Special K cereal – better ROI from on-line than broadcast
– Choice – fear, same old/same old, or innovate. There is hope! Free downloadable report at eMarketer.
State of the Industry Roundtable intro
Moderator-Randall Rothenberg, IAB
Tina Sharkey, BabyCenter LLC
Rob Master, Unilever
Rob Norman, Group M Interaction
David Morris, CBS Interactive
– How will this election change the way marketing is done? Lessons? Tina S – Brilliant use of new media (both candidates, but esp. Obama) as a creative means to engage. Rob N – Must keep eye on geography, technology, and value of integrity. Fusing these in one campaign, with lots of micro-activation opportunities, very effective. David M – Campaign has been great media driver, including late night, etc. The scrutiny, however, has been immense. Have to deal with missteps, etc. immediately via the web. Brands can learn from this. Rob M – global example of how things have changed. Media use HAS evolved. Fragmentation has happened, and user engagement is in.
– “Fair share” issue – will the growing digitial engagement lead to a more balanced spend? Rob M – we’re going to follow the consumer. If people continue to expand in digital, then we will also. Rob N – “fair share” issue is phony. Receptivity in areas of digital involvement is high or low depending on specific activities (for instance, not receptive to advertising when doing on-line banking).
– Consumption of “short-form” media – changing the way you market? Tina S – e-mail and newsletter still working (more direct and targeted). Customized media in digest format. David M – great time, and immensely challenging time, for creating and deploying media. Choices are legion. Have to have a trusted destination, then people will engage with whatever form of media. Rob M – New opportunities to “tell the story” of the brand.
– Upcoming stronger regulatory environment, including privacy issues on on-line advertising – your thoughts? David M – clear, up-front disclosure. Let people know what will happen with personal information. Need to self-regulate. Rob N – better track record of self-regulation than, say, financial services! Not everyone in the value chain is aligned. Tina S – bad actors tend to get pushed out by the good, need to keep gov’t from regulating. Self-regulate as a community.
– High-touch more personalized/targeted approaches vs. broad-scale media – how think through these universes? Rob M -Now to have look at all of these approaches in their context. David M – have to monetize all CPM approaches – premium and less-premium inventory [SW – panelists not liking the “remnant” inventory term!]
– Let’s talk metrics. Rob M -Now going way beyond banner clicks, etc. What are the best proxies to show purchase intent? Tina S – more broad and complex metrics now talked about with marketers.
– Video strategy will not be optional on websites any more.
– In this economy, there will be a major shakeout of providers – dog-eat-dog climate.
[SW – much of this is surface-level “keen grasp of the obvious” material. For instance, it’s easy to talk about the need for self-regulation. How about some very tangible examples, approaches, stories? Who is doing this well, and how? Yes, people need to look at multi-channel approaches – but it would be better to point to specific companies and initiatives that were ground-breaking examples of effectiveness.]