Results tagged “Ecosystem 2.0 Live Blog” from IABlog
THAT’S A WRAP! What an amazing three days in Phoenix. Before I sign off and close this blog, I wanted to remind everyone to check iab.net in the coming days for in-depth analysis, videos, photos and more as part of our Ecosystem 2.0 Recap. I hope everyone enjoyed this blog and enjoyed the conference. I know I did. Now, it’s time to sneak one more In-N-Out Burger in before flying back to New York. See you next time!
What a way to close what has been an an amazing conference by all accounts! We were just treated to a frank an insightful interview of new AOL Chairman & CEO Randy Falco performed by Randall Rothenberg as he once again dusted off his journalist’s cap.
If there is one key point to take away from this interview, it’s that Falco strongly feels this business needs to be about the customer, not the technology. He expressed that we are still in the media and marketing business. People and creativity still matter. We are still very early in the game and the people who will win this game are the ones that go out there and think about solutions for their partners. Another key differentiation between Falco and his peers is his belief that he is not in this business to own insights and data. He wants the marketers and agencies to be as smart as possible as it all comes back to relationships and customers.
Our last panel of the conference did not disappoint. It was The Great Debate - two branded publishers and two ad exchange leaders going head to head on the future of online advertising. The panel featured the following:
Moderator: Michael Wolf, Partner, Farallon Point Inc.
Patrick Keane, Executive Vice President, Chief Marketing Officer, CBS Interactive
Jim Spanfeller, President and CEO, Forbes.com
Michael Rubenstein, Vice President and General Manager, DoubleClick Advertising Exchange
Bill Wise, General Manger, Global Exchange, Yahoo!
By all accounts, this was the most lively panel of the three days. Each side raised insightful points. Exchanges reduce friction points and can help sell remnant inventory. They help figure our the value based on market demand. At the same time, publishers need control and the relationships and understanding of inventory is still very important as consumers come to the web for content, not advertising. Exchanges want to reduce friction, Publishers want to maintain control of their customer interactions. Based on what we saw today, this debate is far from over.
Jim Spanfeller says exchanges disassociate the content provider from the advertiser.
Bill Wise feels the exchange is a platform that allows the combination of art and science.
Patrick Keane wants transparency and visibility as a publisher.
Michael Rubenstein expresses that buyers are looking to have access to inventory
and they want the controls in their hands.
Rob Norman, CEO, GroupM Interaction, just delivered and exciting and energetic opening keynote. Mr. Norman joked that he was a downgrade in keynote speaker from the previous days, but I doubt a single person in the highly engaged and entertained crowd would agree.
Entitled “Holy Crap!! What Now?” the presentation took a dive into the world of GroupM (the largest company nobody has ever heard of per Norman) and then proceeded to take a look at the past, present and future of the media agency. One of the key themes is that today’s media agency is a dual agency, where tomorrow’s needs to be one. And not only does the agency need to be integrated - so does the thinking. For Mr. Norman feels that interactive is not a media or a channel, rather it is a parallel universe. The new media agency needs to be a major data center, an arbitrageur of value and a significant component of the distribution chain.
Next up is the highly anticipated “Great Debate.” Stay tuned for more!
Randall Rothenberg just gave his thoughts on the key themes of the conference so far -
- Platforms are competing for your attention.
- Media is not a commodity if you don’t want it to be.
- You can surmount commoditization with insights and a great user experience.
- We must pursue the digital immigrants.
- Agencies need the help f the media and the platforms.
Good morning and welcome back to the Ecosystem 2.0 Live Blog. It’s our last day here in Phoenix after what has been a news shattering conference. You can check out a partial list of coverage here - IAB Annual Meeting Press Coverage So Far
On tap today are addresses from Rob Norman and Randy Falco, as well as an exciting debate on Ad Networks, Exchanges and the commoditization of media. While you’re waiting for the program to start, I recommend you check out this morning’s “3 Minute Ad Age” featuring an interview with Randall Rothenberg on this event.
That’s it for tonight. I’ve off to the welcome reception to enjoy some cocktails, meet some old friends, make some new ones and maybe even slip away for an In-N-Out Burger (which as a New Yorker, might be one of the finest treats of taking a trip out to the Southwest).
Tune in tomorrow for complete coverage of the day’s events. And don’t forget to come back to IAB.net after the conference for a full gallery of photos, video, presentations and more. It’s going to be an exciting couple of days in Phoenix!
Sunday Evening 6:50pm
Another surprise this evening - the debut of the IAB Service Excellence Awards. Randall Rothenberg is on stage giving some well deserved recognition to the IAB members who have gone above and beyond in contributing over the years. Here’s a list of the winners and check back on in the coming days to IAB.net for a full gallery of those who have contributed so much to the industry.
Chairperson Appreciation Awards
Adrian D’Souza of CNET and Dan Murphy of Univision Online, Ad Operations Council
Bruce Rogers of the Walt Disney Internet Group, CFO Council
Mike Hurt of Microsoft, Digital Video Committee
Craig Swerdloff of Return Path, eEmail Committee
Dave Madden of Wild Tangent, Games Committee
Peter Blacker of Telemundo, Hispanic Committee
Gayle Guzzardo of Q Interactive, Lead Generation Committee
Andy Jedynak of WeatherBug and Gary Schwartz of Impact Mobile, Mobile Committee
Dave Morgan, formerly of AOL, Public Policy Council
Stephen Kim of Microsoft, Research Council
Michael Rosen of WeatherBug and Brian Quinn of The Wall Street Journal Digital Network, Sales Executive Council
Tim Armstrong of Google and David Karnstedt of Yahoo, Search Committee
Heidi Browning of FOX Interactive Media, User Generated Content Committee
Outstanding Achievement Awards
Adrian D’Souza and Dan Murphy
Sunday Evening 6:45pm
Wenda Harris Millard just left the stage and as your intrepid live blogger, I don’t know where to begin as the smoke pours out of my keyboard. If there was ever a way to kick off Ecosystem 2.0, this was it. Ms. Millard focussed on change, the powerful change that has been sweeping through the marketing and advertising industry and will continue to do so at an even more rapid pace. She spoke of the consumer and how many years ago we knew the consumer would become the programmer of their own media. However, we never anticipated that the consumer would also end up as the producer and the distributor. She spoke of the marketing process being in a strange, stagnant state in a dynamic world as the consumer is now ahead of the marketer. Research used to be all about input. Now, it’s about output. We need to take responsibility for educating ourselves, marketers and agencies. And we must help distinguish between quality and commodity.
Wenda Harris Millard believes the coming year in media will be more volitile and hair-raising than the one that just passed.
Sunday Evening 6:15pm
Jim Spanfeller just left the stage after a brief reflection on this two-year tenure as Chairman of the IAB Board. He pointed out three key items on his agenda when he took the position two years ago. The first is making metrics more transparent as well as referenceable between online and offline media - something that the IAB has put a tremendous amount of diligence and effort into. Second was giving the IAB a seat in Washington, something achieved just over a year ago when the IAB opened its Washington, DC office. And finally, he talked about content and how people go to the internet for great content - both editorial and services and we need to recognize that more than ever.
Spanfeller states, “We need to acknowledge, nourish and recognize great content.”
Sunday Evening 6:00pm
A pleasant and well deserved surprise as Randall Rothenberg givens Jim Spanfeller an award for his contributions to the IAB and the industry.
Sunday Evening 5:30pm
Let’s get the show on the road! Randall Rothenberg, IAB President and CEO just opened up with some powerful remarks. He emphasized that this conference is about coming together to respond to industry demands. It is incumbent on us to know and write the rules that will guide interactive moving forward. Everyone is this room works hard to compete against each other and that drives tremendous growth. But at the same time, we must also be willing to work together. This is crucial as we work to drive ownership of the consumer. He stated it best when he said “Ecosystem 2.0 is all of us working together to build businesses and improve lives.”
Rothenberg draws smiles from the rooms when he says “We must be willing to beat each others brains out and we must be willing to work together.”
Sunday Evening 5:00pm
Hello and welcome to the Ecosystem 2.0 live blog from the IAB Annual Meeting in Phoenix, Arizona. Right now there’s a great buzz in the room. The general session is slowly filling up in anticipation of Randall Rothenberg, Jim Spanfeller and Wenda Harris Millard taking the stage to open the meeting. Stay tuned for photos, updates and commentary as the evening continues. And, please post your comments, questions and observations below. Remember to hit refresh throughout the next two days to keep up with all the action.