Posts tagged with Ad:Tech

Takeaways from Ad:Tech New York

The Econsultancy team braved the stormy weather to attend Ad:Tech in New York on November 7-8, 2012. In order to capture the great panels and conversations on offer, we created our first storify to curate three main conversations that took place on day two of the conference.

With mobile and geo-targeting at the forefront of the conversations over the two days, there was speculation of what the future of marketing will be as we move more toward tablet and smartphone use as well as multi-screen consumption. For those of you who attended, what were your key takeaways?

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Brand warfare at ad:tech, but which vendors stood out?

Last week, ad:tech, “The Event for Digital Marketing” stormed its multinational show into New York City’s Jacob Javits Center.

At some events, ad technology vendors can rely on marketers to study their wares, because they are necessary for one aspect or another of contemporary marketing.

However, ad:tech is crowded with competing demands for attention. Digital service vendors are in the curiously recursive position of having to market themselves to digital marketers, in person.

What stood out? Why?

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Ad:Tech NY: Free doesn't have to be a four letter word

With media companies thinning out their newsrooms, struggling to stem revenue losses and worrying about the plausibility of subsisting on dwindling ad revenue online, there's been a lot of talk over the past few months about charging for content.

The free versus paid debate was at the forefront of discussion on the first day of ad:tech in New York this week. Sir Martin Sorrell, CEO of WPP, showed his cards early in the day, opening the event with a talk where he put his money with Rupert Murdoch when it comes to making customers pay for media content online:

"In order to make traditional models viable... you have to plumb where people are willing to pay for content."

Sorrell seems bullish on consumers paying varying rates for content of varying quality, and despite predicting a winnowing of content suppliers online, is confident that media brands will need to charge to sustain the quality of their content. It's a theory that found root later in the day as well.

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