Open Enrollment | Subscribe to Publishing Executive HERE
Connect
Follow us on
Advertisement
 

Exploring Emerging Media, Marketing and Technology Trends at Ad:Tech

November 8, 2012 By James Sturdivant
Get the Flash Player to see this rotator.
 
Ad:Tech, the conference for digital marketers and technologists currently going on at the Javits Center in New York, provides an interesting opportunity to crawl inside the world of platform, marketing, data and creative services providers as they—just like the publishers they often work with—try to navigate emerging trends in digital media. 

In a morning session on what investment trends tell us about the future of advertising, Linda Goldstein, partner and chair of the advertising, marketing and media division at Manatt, Phelps and Phillips LLP, identified key trends in the brand advertising space. 

If the first wave of online media involved the commercialization of the Web with sites like e-Bay and Amazon, and the second involved helping people socialize and connect (Flicker, YouTube, etc.), the third wave is about data, Goldstein said. 

"Massive amounts of data are being collected. Brands are investing in a presence on the Web primarily for the data. The data is the currency," Goldstein said.

The problem for brands is that the amount of data is so massive that brands cannot figure out how to analyze it. Add to this the amount of "clutter" on the Web, preventing media from commanding the prices seen with TV ads, and we can expect investment in companies and platforms that offer a way through the cacophony. 

"Obviously there will continue to be investment in rich content sites, sites that create a sense of community, where brands can attach themselves and join the conversation," she said. "But the big difference in the next wave is investment in companies that can really make sense of the data, tools to connect the dots—particularly data coming from across multiple social platforms."

Jonathon Shaevitz, CEO of ad technology provider Maxifier, told Publishing Executive that ad server clients are looking for ease of use and a comprehensive, integrated platform that, as he put it, "speaks to itself"—recognizing where users go and what they do when interacting with all facets of a rich media environment.

"The ability to look at all these things on an integrated basis—we call it holistic. How do you think about audience? Because its all about your audience. The better you understand your audience as a publisher, the more value you can create for the advertiser," he said.

 

SPONSORED CONTENT

MORE ON E-MEDIA >>

FROM THE BOOKSTORE

As important as email marketing is, being an expert at it is no easy task. But do not fret. Email Marketing 2014 provides the trends and best practices you need to follow. You'll find: 21 email trends charts featuring data from Who's Mailing What!Analysis of 11 effective cross-channel emails Best practices covering everything from email copywriting and design to data, metrics, CRM, deliverability and more4 email case studies Email Marketing 2014 Trends, Best Practices & Case Studies

As important as email marketing is, being an expert at it is no easy task. But do not fret. Email Marketing 2014 provides the trends and best practices you need to follow. You'll find: 21 email trends charts featuring data from Who's Mailing What!Analysis of 11 effective cross-channel emails Best practices...

ORDER NOW

A guide to delivering a better user experience through A/B testing: Offers best practices and lessons learned from over 100,000 experiments run by over 2,000 Optimizely customersDetails a roadmap for how to use A/B testing to personalize your customer's web experience and a practical guide to start A/B testing todayAuthors Dan Siroker and Pete Koomen are cofounders of Optimizely.com, an user-friendly testing system that more than 2,000 organizations use A/B Testing: The Most Powerful Way to Turn Clicks Into Customers

A guide to delivering a better user experience through A/B testing:
Offers best practices and lessons learned from over 100,000 experiments run by over 2,000 Optimizely customersDetails a roadmap for how to use A/B testing to personalize your customer's web experience and a practical guide to start A/B testing todayAuthors Dan...

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: