April 22nd, 2009 by Stephanie Chan
Keynote: The State of the Industry (Presented by the IAB) – Ad:tech 2009
MODERATOR:
Randall Rothenberg, President and CEO, IAB
PANELISTS:
Neil Ashe, President, CBS Interactive
Jeff Berman, President of Sales and Marketing, MySpace
Rishad Tobaccowala, CEO, Denuo
Carol Kruse, VP, Global Interactive Marketing, The Coca-Cola Company
Coca-Cola (Brand Company):
Involved in social media, mobile, consumer control media
Fox:
Involved in consumer insights, mobile (5 fold increase), MySpace
What consumers are doing
Word of Mouth, Social Media
- Most speak about and heavy users are the most vocal & usually negative
- Last users are most important
Engagement
Behavior shows that people want utility not engagement
Advocates (FANS) vs. Detractors in Social Media
Social Media:
- Keep/Maintain the communication between campaigns
- Communication Marketing/Planning
- Improve Product, Customer Service, Provide Utility (new & useful to community) > Friendship Trust > Ongoing Conversion
Social Media = young & hysterical
- Not collected/sophisticated/well-dressed
- Less campaigns & more ecosystems
Search: direct market (metrics)
Creativity:
- Content, create interest = brand (know who you are)
- New ideas & combinations/integration
- Media is the new creative
- The key is to enhance user experience
The importance of integration between art and science/technology.
Using technology to enable the capturing & allowing what people want to do.
Content is King while Context is Queen: need to go together in order for it to work