We are covering the ad:tech New York Interactive Media Conference 2007.
We think you can get a flavor of the event from the titles of the panels and our notes and quotes from the day. The confererences we attended on Tuesday were:
- The New Media Universe: Forging a Model of Interdependence (Keynote Presentation)
- TV 3.0
- Media and Entertainment: Programming Distribution and Advertising in a Multi-Platform World; and
- The Art of Conversation: Building Great Brands in the Digital Age (Keynote Presentation)
Sellsius Notes and Quotes:
Soap is soap
What’s your grand unifying theme?
Love or fear? Start with love
Media is a social lubricant not a distribution of messages
A brand is a promise
Conversation marketing, participation marketing, engagement marketing, collaboration marketing.
Persuasion + Influence
Content> Contact> Context
Reward customer loyalty
Provide utility and value not just shiny, blinky things
You are what you do– Socrates
Don’t tell me a story if it’s not interesting
It’s about exceptional experiences
The Radiohead experiment– pay what you want
It’s widgetmania
Consumer generated ads
YouTube ad campaign
The new ad funnel– what’s the path to purchase; what are the sources of influence and persuasion?
Don’t interrupt the consumer at the wrong time
You cannot manage what you cannot measure
The audience is fragmented and gets content at different places and different times
How do you find the right media-mix?
Behavioral marketing
I waste 50% of my ad money, but I don’t know which half
The US lags the world in mobile advertising
Follow the good content
Where is the consumer receptive– you gotta get the timing right
You can’t market the same way in each channel
The pre-roll ad sucks
“If it’s free it’s value is zero” Ted McConnell (Interactive Innovations, P&G)
Channels have different levels of intimacy.
Balance the intrusiveness of the ad against the intimacy in the channel
We count a click “I saw that ad” but we don’t count “but I hated it”
A widget is an envelope
User generated content is not commercially viable
Who is your brand hanging around with?
A question of exposure vs. absorption
Brand equity, brand awareness, brand protection
Authenticity and transparency (these buzz words get around, don’t they?)
Gamers, women and kids
News, weather, entertainment and sports are the must haves
Late afternoon is primetime on mobile phones (Nielsen)
Consumers want to buy stuff (my favorite)
Note to self: Look up slob evolution video. Here it is.
That’s it folks. More notes and quotes to come.
Related Post:
Ad:tech New York, Notes and Quotes, Conference day 2
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