What did online ads look like in 2002
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@d:tech Los Angeles 2002, focused on interactive advertising and marketing, attracted 1,600 attendees highlighting the importance of metrics and ROI. Speakers emphasized the need for innovative approaches to marketing, including mobile marketing and protecting consumer privacy. The event showcased significant discussions on the evolving challenges and opportunities facing marketers in an increasingly digital landscape.
What did online ads look like in 2002
- 1. @d:Tech, Los Angeles 2002 By Joyce A. Schwarz, www.joycecom.com, joycecom@aol.com What do you get when you cross a recession with the Dot Com- fall-out? Answer: @d:Tech, Los Angeles 2002. Billed as “the premier event for interactive advertising and marketing”, Ad Tech, Los Angeles 2002(www.ad-tech.com), June 19-21, attracted 1600 attendees according to the official @d:TECH newsletter recap. METRICS #1 TOPIC Conference chair, the personable, Susan S. Bratton, formerly SVP. at Excite@Home and now founder of her own firm Cendara, Inc. says in her welcoming statement “we’ve worked hard to create avenue chock full of pan-industry information”. In the sessions and on the floor, there was some cross-platform chatter, but in reality, the conclave tilted toward such topics as search engine marketing and online traffic conversion. The recurring theme in the exhibit hall with 40 something vendors was ‘metrics, metrics and metrics’ as such majors as ASK JEEVES, GOOGLE, and OVERTURE made way for heavy competition from upstarts
- 2. like Search 123 and Quigo Technologies Inc in the thriving PPC (pay per click) arena. Sure, you could still hear speakers repeating that ‘old chestnut’ that “Content is king” but the unifier for most of the panels and the audience was the French word for royalty “ROI”which whose initials stand not so coincidentally for Return On Investment. One exhibitor whose amiable crew attracted a nice crowd, James Beriker, President & CEO, Westlake, California based Search123 (search123.com) says, “This audience was more sophisticated than in past years and clearly more intent on measuring the performance of every dollar spent. ROI is no longer an online marketing buzzword, it’s an imperative”. With far more attendees from the brand side, experts are left wondering what the major media buyers are really demanding to create that ROI for their clients. Marketing guru Stan Rapp, Chairman, MRM Partners Worldwide urges the audience to look beyond the traditional ROI to Return on Relationship (ROR) for greater profit. He’s quoted in the show recap as saying,” whoever owns the database owns interactive access to the customer”. MOBILE MOGULS PLAN 24/7/365 MEDIA Upstairs one of the event’s best attended sectors turned out to be Mobile Marketing sessions. At a peek into
- 3. the MMA (Mobile Marketing Association) General meeting being held in conjunction with @d-Tech I found such leaders as Lucy Hood, Senior Vice President of Content at Newscorp Corp. joining discussions with wireless carrier execs Kris Cone, Director of Business Development, ATT Wireless and Eric Burger, Director of Data Content and Partnerships Cingular and top leaders from AOL and Unilever. The MMA’s (www.waaglobal.org) challenge is to establish a mobile marketing industry in the U.S. and promote business models that can work sooner rather than later. MMA Co-chair, Perry Allison, VP Strategic Alliances, Sky-Go,, a proponent of cross-media campaigns, led discussions and moderated a panel featuring Griffith David, Co-Founder and VP Business Development, Adversoft, Jason Kuperman, Director Interactive Marketing, TBWAChiatDay and Jesse Zellmer, Director, Ticket Sales, San Diego Gulls. If you see Kuperman, ask him about his tale of the Teddy Bear and LBS (location based services)—it’s a classic. An early interactive proponent, Kuperman understands the value of adding mobile into the media mix to deliver consumers anything, anytime instantly. Up and coming agency Adversoft’s David is one to watch since his firm’s case studies ring true in this crowded marketplace where access is crucial. His advice includes “the longer you keep the
- 4. dialogue going, the deeper the relationship”. MOBILE’TAINMENT –A NEW GAME TO PLAY Top honors for best panel of the day go to the case study “Sony Pictures Entertains Wireless”. Two of Hollywood’s brightest and charismatic marketers Rio Caraeff, VP Wireless Services, Sony Pictures Digital Entertainment and Audrey Marco, VP, Partnership Marketing, Sony Pictures Digital Entertainment are just WOW! These two powerhouses understand that wireless is all about unleashing the screen to billions around the globe, not just communicating to 160 million world-wide cell phone owners. Caraeff is ‘right on’ when he holds up a mobile phone and tells the audience, “this is not a game boy; fundamentally we’re talking about a 2-way radio system”. He says it’s all about having an experience and integrating marketing, retailer and operator. The priority is to give the consumer a good experience first and foremost whether it be with polyphonic ring tones or letterbox mode image delivery. Of course with such properties as “Men In Black”, “Ali” and “Spiderman” Sony is fast learning that the message and the medium vary he explains.
- 5. Marcos sums up the challenge for all 21st Century marketers when she explains that “Always on means always engaged”. PRIVACY VERSUS ACCESS As marketers our greatest opportunity is a duality for creatives. Getting access ,doesn’t equal getting attention in a message massaged-environment. The challenge of protecting privacy and security in times of uncertainty is a hurdle every marketer at @d-Tech and beyond is facing as we head into the 24/7/365 arena. That’s why I’m disappointed that so few of the gurus hung out to hear Fran Meier, executive director, TRUSTe (www.truste.org)talk about this non-profit trade group’s new mobile labeling and privacy industry initiative. The day was ending back East but the dawn of LBS (location based services) mobile is ushering us into will mean curtains to marketers who don’t abide by consumer’s opt-in preferences. Sound complex? It is! “FUTURE SCHLOCK” Head to your local movie theatre to get a peek at Hollywood’s version of Ad-Tech--a product-placement retina- scanning dystopian-driven world depicted in the new film MINORITY REPORT. As my colleague Jack Feuer,“Adweek” national news editor says in this week’s column in that
- 6. trade journal,” Minority Report is awash in ads. The reality will be worse”. Feuer labels it ‘Future Schlock”. Maybe by fall, when @d:Tech heads for New York, more advertising and marketing executives will be ready to face head-on such time-critical issues as privacy and personalization. ######## Joyce A. Schwarz, heads JCOM,(www.joycecom.com) a Marina Del Rey, CA based emerging media and new marketing consulting firm. In her spare time she writes books on the industry such as the recently released “Cutting the Cord: Guide to Going Wireless” now on Amazon.com and BN.com and at your nearest Barnes & Noble bookstore. Chapter 7 of this tome covers personalization and privacy in advertising and content delivery across platforms. You can reach her in somewhat real time at joycecom@aol.com