iMedia Connection - ad:tech blog

Author and founding partner of Garage Technology Ventures, Guy Kawasaki, explains what he believes is the biggest obstacle standing in the path of startups in today's marketing environment.

Persenters:
Doug Anderson
Senior VP Research & Thought Leadership
The Nielsen Company
Radha Subramanyam
Senior VP Media Analytics
The Nielsen Company
Takeaways:

Learn the key demographic trends that will impact the household configurations of the American family between 2011 and 2020
Understand how the digital age is affecting a family’s media usage today, including cross-media usage, cord cutting and mobile usage patterns
Explore the purchasing [...]

Former Kodak CMO Jeff Hayzlett delivered a boisterous and blustery closing keynote at ad:tech New York on Thursday afternoon that was equal parts George Carlin, Lewis Black, and South Dakotan cowboy.
Here are some of the key points from Hayzlett's presentation, "The Mirror Test – Is your business really breathing?"
“Elevator pitches” are too long. “The average [...]

Media planning and buying has not evolved to keep up with consumer behavior. That should come as no surprise to online marketing pros who have been clamoring to get more money from traditional media for years.
“Time spent with media is flat to down, but time spent on the internet is up,” said Radha Subramanyam, the [...]

By now, many interactive marketers are familiar with the notion that engagement is something that needs to be defined on a custom basis.  Conversations have shifted from trying to define engagement in some sort of industry-standard way to talking about how smart companies approach defining engagement themselves.  A morning panel emceed by Mike Darviche of [...]

Digital media is not a smaller part of a larger whole. It is its own, legitimate business and should be treated that way. Media planners should stop thinking about digital media as purely numbers. It is a creative niche. More media needs to be created on a per-brand, per-campaign basis. Digital marketers need to stop thinking about media planning in terms of only buying media.

In the Agency Session: Keeping Agencies Relevant in a Changing Media and Advertising Landscape, the big trends, obstacles and opportunities facing advertising agencies in 2010 and beyond were discussed, and it turns out that many of the new issues have some of the old problems. The first of which is how do you retain people [...]