Sunday, September 28, 2014

Advertising Week 2014: Technology rules

The ad world is revving up for Advertising Week 2014. The official promotion and media coverage, in the week before, focuses relentlessly on the tech / digital issues.  One does (at least a little) wonder if anybody is going to pay attention to "content." All those new digital channels have to distribute something, after all. We look forward to discussions about what will be the effective content for the new varieties of digital media.  (After all, just because you CAN deliver content, doesn't mean it sells anything.)

The Wall Street Journal (posting Sunday afternoon, Sept 28) foresees Advertising Week 2014 to provide a vision for how digital media will increasingly dominate the ad spend: "Digital Media to Take Center Stage at Advertising Week." The Journal expects the news (and the chatter) to focus on the technology of distribution rather than the power of brand: "Talk at the swanky cocktail parties is likely to revolve around things that didn't even exist a decade ago, from BuzzFeed and Instagram to programmatic ad buying and marketing cloud. The chatter over canapes will entail an alphabet soup of new marketing jargon such as DSP, SSP, DMP and RTB. . . . It is a far cry from the first Advertising Week, 11 years ago, when much of the talk among ad executives was whether the prize for fan-favorite ad icon would go to Tony the Tiger or the M&M characters."

The New York Times (also posting on Sunday afternoon, Sept 28) sees Advertising Week 2014 to offer a referendum on the future of television: "Advertising Week 2014: Exploring the Future of Television.".  The Times' perspective is consistent with the WSJ, but provides a view of the continuum from the recent past to the uncertain future -- as consumers evolve in their screen-behaviors -- away from TV (some of the time, for some consumers): "A debate that is likely to generate heat, if not light, is whether rapid, large increases in digital ad spending by marketers,prompted by shifts in how viewers watch video, mean a concomitant decline in spending for commercial time on traditional television." . . . According to the 2014 Ipsos Affluent Survey USA, the use of digital media is growing strongly among affluent Americans but not at the expense of traditional media like television. 'Digital media is supplementing, not supplanting,' Stephen Kraus, chief insights officers for the Audience Measurement Group of Ipsos MediaCT said."

The following is an excerpt from the Advertising Week / Stillwell Partners media release issued September 23:

"Extended thought leadership content tracks dig deep into industry hot buttons including: Programmatic, Mobile, Data, Video, Innovation, Local, Health, Fitness & Wearables, Retail Innovation, Sports, Native Ads, Cross-Screen and Social Influence. The Advertising Week Experience (AWE) also returns featuring nearly 100 start-ups that represent the front lines of technological innovation, which is re-shaping the industry, in real time.

"Additional highlights:
  • Grand Central Terminal hosts the Opening Gala, in partnership with Amazon Media Group
  • The Wall Street Journal launches Disruption, a new evening event
  • Fortune stages a special edition of Brainstorm TECH
  • Randall Rothenberg leads IAB's annual MIXX Conference
  • CMOs and CEOs take center stage throughout The Week along with a "State of the Industry" series featuring more than a dozen major trade associations
  • The Pandora Battle of the Ad Bands returns to the Highline Ballroom
  • Rovio's Angry Birds Transformers Party, returns to Arena
"New and returning corporate and media partners for Advertising Week 2014 include: AARP, Acxiom, Adara, Adobe, Amazon Media Group, Amobee, AOL, AT&T AdWorks, BuzzFeed, Centaur, Exponential, Facebook, Fast Company, Fortune, Getty Images, Google, Keek, LinkedIn, Marketo, Mashable, Mediaocean, Microsoft, Millennial Media, MLB Advanced Media, NBCUniversal, NCC Media, New York Market Radio, The New York Times, Nielsen, OpenX, Pandora, Precision Marketing Insights from Verizon, Purch, PwC, RadiumOne, Rovio, Rubicon Project, Tasting Table, The Wall Street Journal, The Weather Channel, true[X], Turn, Quiver, Univision, USA Today, WebMD, Yahoo, yp, and many more."

Other developments to watch for:

"Will Facebook Announce New Atlas Advertising Platform at Advertising Week 2014?"

The Yellow Pages will "take over" Grand Central Terminal.

The Drum will try to shock you.  (Anybody out there still shock-able?)