In the keynote presentation “The State of the Industry (Presented by the IAB)” the panel discussed a variety of topics.
Coverage of the ad:tech San Francisco conference continues at murdok Videos. Stay with murdok for more notes and videos from the event this week.
Moderator:
Randall Rothenberg, President and CEO, IAB
Panelists:
Neil Ashe, President, CBS Interactive
Jeff Berman
Jeff Berman, President of Sales and Marketing, MySpace
Rishad Tobaccowala, CEO, Denuo
Carol Kruse, VP, Global Interactive Marketing, The Coca-Cola Company
Q: What are your companies investing in with advertising and when do you expect to get a return?
Rishad: Asia and digital.
Carol Kruse
Carol: Coke supports all forms of media and is trying to learn areas of mobile and social.
Neil: trying various techniques to build their brand; ex. March Madness — broadcast medium.
Jeff: focusing on digital properties… consumer insights and mobile.
Q for Carol: How many publishers bring you actionable consumer insights?
Carol: yes, but they also gain consumer insights from other areas as well.
Neil: “insight is predictive” they look at consumer behavior on their properties to gain insights.
Rishad: difference between insights and research; insight — the most heavy users of social media is not the ones that have the most leverage, sometimes the opposing voice is the voice that’s heard (detractors).
Carol: believes you have to look at brand before you look too deep into weighing a business decision on insights.
Q: Is social media going to end up at PR or what?
Jeff: it has to be integrated, but don’t think about campaigns anymore. It can’t have a time-frame. It’s ongoing.
Neil: In many cases, it’s neither social or media. It’s about the permanent conversation.
Rishad: Need to view it all as marketing and not advertising or social media.
Carol: Suggests ad agencies not create a storyboard for a message because that automatically pushes broadcast medium. Coke is asking that they just bring an idea and they will determine the channel and hopefully use it across the board.
Neil: “Expectations of consumer is changing more rapidly than anything else.”
Q: In search-based world, is creativity still part of marketing plan?
Carol: It goes back to content. “It doesn’t matter if an ad is very targeted, the ad has to be compelling.”
Q: Demand for metrics?
Jeff: It will all come together. Too much focus on metrics in beginning and not enough on actual advertising and marketing.
Carol: End user is what really matters and that’s where creativity comes into play which really goes back to basic marketing.
Q: Demand for metrics?
Jeff: It will all come together. Too much focus on metrics in beginning and not enough on actual advertising and marketing.
Carol: End user is what really matters and that’s where creativity comes into play which really goes back to basic marketing.
murdok Reporter/Anchor Abby Johnson contributed to this report.
