A lot has changed in the online advertising landscape, and I am looking forward at ad:tech to listen to the debate about what it all means. Mobile is more important than ever, and social media's buzz is only surpassed by its hype. How do we make sense of it all and, more importantly, deliver it effectively for our clients? These debates, I imagine, will happen more at the cocktail parties and open forums than at the panels and keynotes where cooler heads typically prevail. However, if there is conflict, we'll be sure to write about it.
I was surprised when I read the list of exhibitors that I didn't see more of the mobile vendors participating, though that could be further evidence that mobile is simply getting wrapped into the fold with everything else (as I believe it should be). There is, still, quite a focus on mobile in the sessions, so that's good. I am eager to listen to specific success stories rather than primers on why mobile is important. Hopefully, we're all sold, and we can walk away with some practical applications.
My priorities for content relate to mobile, social, and local. Video is less of a priority for me (not that I don't see it as important, but I don't know what's really all that new there), and I'm hoping to be surprised into thinking differently about it because there is a lot of focus on it at the show. But, when I am wearily traveling on the plane back to San Diego on Wednesday night, I simply hope that I am inspired to bring with me some new ideas that help us continually evolve and improve upon the great work we're producing for clients at Red Door.