Results tagged “IAB Annual Meeting” from IABlog
That’s it from Orlando for now. I’m off to the Poolside Welcome Reception for dinner and a drink—and some warm, fresh air. It’s a far cry from the snow showers I left behind in NJ. Check back in tomorrow morning and throughout the day for complete coverage. Tomorrow you’ll also find video clips of Randall’s and Wenda’s opening sessions on iab.net.
IAB Sales Excellence Awards
Back to the awards—it’s time now for the IAB Sales Excellence Awards presented by Jack Myers, Media Futurist, Innovation Consultant, himself.
They are based on as inclusive and objective a standard as exists in today’s marketplace, The Myers Annual Survey of Advertising Executives—the one database that contains multi-year metrics on the performance of interactive ad sales organizations of all types: portals, networks, individual branded publisher sites.
The envelope please…….
Account Executive of the Year: Josh Thau, Microsoft Advertising
Account Executive of the Year Finalists
Paul Chenier, IGN Entertainment
Dan Bonert, Yahoo!
Stacey Pear, Yahoo!
Long Term Achievement: Washington Post Digital
Most Innovative: Nickelodeon Online Sales
Best Newcomer: Hulu
Again, check IAB.net in a few days for more details on these outstanding accomplishments. (Read the press release to learn more.)
Wenda Harris Millard, President, Media and Co-Chief Executive Officer, Martha Stewart Living Omnimedia and the IAB Board Chair, is now welcoming the crowd and explaining why brands need to battle back -the theme of this event. Running through the cold, hard facts of how the recession is impacting the media industry she suggests we leave 2008 behind and think about how we can move forward in 2009, but not expect much recovery.
Innovation, reinvention, renewing—these are the things we need to be thinking about now. We have to move forward and fast. We must master media complexity—both the right and left brain aspects of it.
Are we innovating as we should be? The advertising business is about the art and science of persuasion and now participation. How has that changed our plans? Where is the creative innovation in advertising? Are we turning the data into the information we need to share with marketers? There are lots of questions to be answered. It’s our job to help marketers stop interrupting the conversation and help them BE the conversation. We are the makers of magic - ACT LIKE IT.
Want to see what other audience members are thinking right now? Search twitter for #IABnet. The feed is jumping!
IAB Service Excellece Awards
It’s not time for the Oscars just yet, but close. (We’ll all be watching together later tonight.)
David Moore, Chairman and Founder of 24/7 Real Media and Vice-Chair of the IAB Board, is onstage now recognizing some well-deserving IAB members for their support and involvement.
First off, he’s thanking our 2008 committee chairs and co-chairs for their hard work.
Ad Operations Council: Adrian D’Souza, Google, Inc. and Dan Murphy, Univision Online
CFO Council: Bruce Gordon, Disney Interactive Media Group
Research Council: Rick Bruner, Google, Inc. and Beth Uyenco Shatto, Microsoft Advertising
Sales Executive Council: Sheila Buckley, Weather Channel Interactive (Weather.com) and Brian Quinn, The Wall Street Journal Digital Network
Public Policy Dave Morgan, Tennis.com
Legal Affairs: Jason Ryning, Micorsoft and Brad Aaron, Q Interactice
Networks and Exchanges Committee: David Moore, 24/7 Real Media, Inc.
User-Generated Content & Social Media Committee: Heidi Browning, FOX Interactive Media
Email Committee: Craig Swerdloff, Return Path
Hispanic Committee: Mark Lopez, Terra Networks USA
Lead Generation Committee: Gayle Guzzardo, Q Interactive
Mobile Committee: Gary Schwartz, Impact Mobile and Sharon Knitter, Cars.com
Local Committee: J. Sandhi Kozsuch, Cox Cross Media / Cox TV and Lorraine Ross, USATODAY.com
Digital Video Committee: Joey Trotz, CNN.com and Tim Avila, Yahoo!, Inc.
Games Committee: Dave Madden, Wild Tangent and David Sturman, Microsoft Advertising
Search Committee: Ron Belanger, Yahoo, Inc. and Tim Castelli, Google, Inc.
Now he’s presenting the IAB Service Excellence Awards to awards to recognize exceptional leadership and initiative development by a regular committee or council member or a working group participant. We couldn’t do it without your help.
And the winners of the 2009 IAB Service Excellence Awards winners are…. (drum roll please)
Lon Pilot, Platform A
Geoff Petkus, Operative
Steve Sullivan, Microsoft
Zack Rogers, CBS Interactive
Tim Avila, Yahoo!
Mike Hurt, comScore
Christie Lay, Microsoft
Leslie Dunlap, Yahoo!
Lisa Anderson, Time Warner
Congrats to all. Check out IAB.net later this week for more details about the winners and their specific accomplishments. (Read the press release to learn more.)
It didn’t take long for the crowd of almost 500 to settle down as Randall Rothenberg, this event’s fearless leader, and President and CEO of the IAB, took the stage to officially kick-off the Annual Leadership Meeting—and set the stage for the next few days.
He reminded us that the whole point of the meeting is to confront tough questions—things that are usually discussed in back rooms are debated on the IAB stage. It’s the best way to resolve tension and smooth the path to growth, together. And—it makes for some pretty interesting discussion, heated or not.
The biggest challenges the IAB is tackling in 2009:
Brand Power - moving beyond the click and beyond the immediacy of today’s response
Measurement Simplicity - reducing the cacophony that surrounds every discussion about media measurement
Killing Complexity Costs - with the help of the IAB-AAAA Reinvention Task Force (Read the press release to learn more.)
Equity for Publishers - rewriting the standard, voluntary IAB-AAAA Model Advertising Contract (Read the press release to learn more.)
Loving Our Consumers - addressing the data-ownership issue at the heart of the regulatory debate in D.C.
Creativity - creating a creative renaissance in interactive advertising (Read the press release to learn more.)
Sounds like a full agenda to me. Good luck!
Randall Rothenberg opens the IAB Annual Meeting by asking if we can live with the tension between stability and dynamism.
The Anticipation: IAB 2009 Sold-Out Annual Leadership Meeting
Welcome to the live blog covering the sold-out IAB Annual Leadership Meeting in Orlando. The event hasn’t officially kicked-off yet, but the Hyatt Regency Grand Cypress is buzzing with excitement as leaders of the advertising ecosystem check-in, register and network while enjoying the warm Orlando sunshine—some even played a round of golf this morning. Seats for the sold-out Ecosystem 2.0: Brands Battle Back disappeared almost two weeks before the event, but a few lucky folks on the waiting list got last minute opportunities to come take part in the action.
The IAB Board of Directors meeting is currently underway. No one’s wasting a minute of this unprecedented opportunity to discuss the state of the interactive industry.
Check back here frequently over the next few days to stay in-the-know. This blog is your best source for breaking news and in-the-room action.
See you tonight. The General Session convenes at 5:00pm with a welcome from Randall Rothenberg, IAB President and CEO. He’ll set the agenda of what’s to come over the next few days.
Last but not least, it was time for Kimberly Kadlec, Chief Media Officer, Johnson & Johnson and Tina Sharkey, Chairman, BabyCenter to take the stage. This was another highly anticipated panel and it did not disappoint. Kadlec led off and it was clear this session would be all about insights. Per Ms. Kadlec, “Media companies are the most underleveraged resources for insights that exist.” She expressed her desire to not have media companies also serve as agencies. “We need media companies to do what they do best and create great content and drive insight through that,” said Kadlec. She added, “BabyCenter has taught us that media companies don’t just sell pork bellies, they sell much more.” And with that barb aimed firmly towards the commoditization of media, she introduced Tina Sharkey.
Ms. Sharkey took us through a deep dive into the
world of BabyCenter. Throughout her
presentation, we observed a new type of media company - the insights
engine. And within this insights engine
is an ecosystem of engagement or as Ms. Sharkey preferred to call it, an
egosystem. It’s made up of the ways moms
interact - from the Web to blogs, email, IM, Facebook and more. The bottom line of this presentation is that
there is more to advertising and marketing on the Web than impressions and ad
Tina Sharkey illuminates the audience on the wonders of BabyCenter and the valuable insights it brings to marketers.
With that, it is time for me to say goodbye for today. I’m off to enjoy some cocktails and dinner (and maybe a post dinner In-N-Out Burger). Come back tomorrow for more live coverage of the IAB Annual Meeting!
It was now time to give branded media a place at the podium and first up was Jason Kilar, CEO of Hulu. For those who are unaware, Hulu is a new digital video distribution service focusing on premium content. It’s actually in private beta at this time, soon to take the Internet by storm. Jason explained that Hulu’s mission is to help the world find the world’s premium content when, where and how they want to. Before you confuse Hulu with YouTube, keep in mind that “premium content” is key to Hulu’s strategy and this is an area of the market that is not yet well served. In the demonstration, we saw countless seasons of television shows ranging from current hits like 30 Rock, Simpsons and Heroes to classics like A-Team, Mary Tyler Moore and Hill Street Blues. It’s an endless supply of premium media on your terms. It’s important to note that everything is monetized, but it is done so in the most elegant way possible in order to keep the focus on the user experience. Also included in Hulu are self-service social networking tools for blogging, sharing and more!
A photo of Jason is below. Now, if you’ll excuse me, I’m off to search for some episodes of Knight Rider. After all, you can never get too much of “The Hoff.”
Our next panel was all about behavioral targeting. The member of the panel were:
Moderator: Matthew Wise, President and CEO, Q Interactive
Heidi Browning, Senior Vice President, Client Solutions, FOX Interactive Media
Bill Gossman, President and CEO, Revenue Science
Jay Krihak, Mediaedge:cia Sr Partner, Group Media Director, MEC Interaction
Joe Kyriakoza, Vice President, Product Strategy, Jumpstart Automotive Media
Each person brought his or her own expert perspective on
the possibilities on behavioral targeting and where the industry needs to go to
embrace and maximize value. Behavioral targeting is here and it is only going
to become stronger and more embraced.
Bill Gossman believes, “the companies that are going to be good at this are the
ones who can pull out the ideal candidates for advertisers.”
Joe Kyriakoza told us how the automotive space is one of the key drivers of behavioral
targeting because of the highly coveted audience.
Jay Krihak states, “you cannot look at behavior targeting as the end all
be all for direct response and branding. You must identify the individual
Heidi Browning is proud that, “you can do a focus group every day for every
demographic across the country and
not get a fraction of the insights that we get each day from our users.”
Up next - Jason Kilar, CEO of Hulu. Stay tuned!
Next up was Brian McAndrews, Microsoft’s new digital advertising chief. Given the current situation between Microsoft and Yahoo!, it was quite interesting to hear what McAndrews had to say in contrast to Jerry Yang and Susan Decker this morning. He went into great detail on the work Microsoft is doing on their ad network and where they see the future heading. One item that he placed a great deal of focus on is the data warehouse. In order to do the kind of targeting that there is the potential to do, a massive data warehouse will be required in order to analyze, aggregate, predict and target. He also expressed that you invent in the platform to innovate. The digital ecosystem is all about change, innovation and opportunity. He also stated that a comprehensive digital platform requires tremendous investment and scale, and by using that platform, publishers can invest in content and audience building. Finally, we were treated to an overview of Microsoft’s Engagement ROI, a new system for analyzing the action driven by ads.
Randall Rothenberg took the stage to give all in the house a brief update on IAB activities, letting us know what the IAB is doing as part of its three strategic pillars - engagement, accountability and operational effectiveness. For more information, visit “Updates on 2008 IAB Initiatives” off the homepage of Iab.net. He also announced that interactive advertising revenues for 2007 are expected to surpass $21 billion, per PricewaterhouseCoopers. Congrats to all the interactive publishers in attendance and those reading from home!
Ok, we’re back. During lunch, Jack Myers presented the first annual IAB Sales Awards to a packed house. We’ll have a full gallery of winners on IAB.net in the next couple days so stay tuned. Now, it’s time to get ready for a jam-packed afternoon agenda kicked off by Microsoft’s new digital advertising chief, Brian McAndrews. Stay tuned for more updates!
ps - No In-N-Out Burgers for lunch as I predicted. Maybe next year if I have anything to say about it (which I won’t but one can always dream ;>)
Which leads me to the moment in question. It occurred immediately after a swarm of speakers had completed their presentations to a packed house on, as the session titled it, “TV Reloaded.” The presenters were a gallery of latter-day interactive video stars: Dina Kaplan, co-founder and COO of Blip.tv; Suranga Chandratillake, CEO of Blinkx; Niklas Zennstrom, co-founder of Joost; and Patrick Walker, head of content strategy and partnerships for YouTube in Europe, the Middle East, and Africa.
The panelists were fulsome about the imminence of traditional television’s defeat. “What we’re doing is very threatening to traditional TV networks,” declared Ms. Kaplan, whose company specializes in episodic online video programming. “Too much is exploding,” said Mr. Zennstrom (who, having helped to launch Skype, knows from explosive technologies). All this revolution needs to ignite it, Mr. Chandratillake suggested, is a way of navigating the new televisual cornucopia, and his company, a search engine with 18 million hours of video spidered and index, is that “next- generation remote control.”
At which point the moderator handed the microphone to a gentleman in the front row. His name is Martin Sorrell, and he is the chief executive of the WPP Group, one of the world’s largest marketing communications companies, and an engineer of the megamerger phenomenon that transformed and globalized the advertising industry in the 1980’s.
“If there’s a phrase I loathe, it’s ‘business model,’” Sir Martin said. “In my company, we have 102,000 people working in 106 countries. Our world is made up of revenues, costs, profits, and cash flow. I’ve heard a lot from this panel on what will be. But we do an enormous amount of business, much of it growing, with broadcast and cable television networks around the world. Can each panelist precisely say what their revenues, profits, and cash flows are today, and what they will be in a few years?
“Please,” Sir Martin added, “be precise.”
Unfortunately, almost no one was.
To be fair, Mr. Chandratillake, whose Blinkx is publicly traded on the London Stock Exchange, did say that he expected the company to achieve revenues of some $4 million in its current fiscal year, with costs running at twice that — although, with IPO costs factored out, it would be close to break-even. But each of the others ducked. “In our first year, we came close to breaking even, mostly on software licensing,” Ms. Kaplan said. “We will be profitable this year.” Mr. Walker would say only that YouTube was rising “from low CPM’s to $10, $20 CPM’s,” but would not go further.
The reticence was, and is a shame. It is time to get real. The IAB’s Annual Meeting — which we are theming around the primary development of the past year, the emergence of new forms of competition and collaboration across the value chain, a phenomenon we term “Ecosystem 2.0” — is all about getting real, growing up… and grabbing share.
Make no mistake, we are entering into a reality-checking moment — the second in the 15 years since the Mosaic browser was launched, ushering in the modern Internet era. The first reality check was the bursting of the dotcom bubble in 2001-2002. Now, as then, we face a recession and a slowdown in marketer spend. Likely, too, is a tightening in the availability of investment capital, as financial institutions retrench in the wake of the subprime mortgage debacle.
But other factors are quite different. The dotcom bubble was fueled by public equity financing, with individual and institutional investors accepting mad valuations and buying shares based on insane metrics. The 2003-2007 growth surge, by contrast, was financed with real cash looking for real revenues and returns. Whereas the recession of 2002 included a technology-market collapse (in no small part because IT spend had been boosted artificially for years by Y2K compliance considerations), tech companies (telecoms excepted) look to be weathering this downturn, as businesses embrace the productive and connective power of Web-based communications.
Finally, it appears now to be universally accepted by all segments of our ecosystem — media, agencies, and marketers alike — that marketing-communications is becoming a fundamentally digital enterprise.
For the past four months, I have informally been asking IAB member executives the single most insistent question on all our minds: In the event of a recession or significant economic downturn, what happens to interactive advertising spend? Almost universally, they believe a recession will not hinder the continuing growth of our industry.
One week ago, queried thusly at the annual Bear Stearns Virtual Advertising Summit, I reported that finding to the analysts in attendance. They agreed that a recession will prompt a flight to accountability, and considered compound annual growth rates of 25% between now and 2011 entirely feasible — leading to an industry that will reach $60 billion in U.S. revenues over the next four years. At that point, interactive will have become the nation’s largest ad-supported medium.
Certainly, the bets have been large — grand, even. Microsoft closed its $6 billion acquisition of aQuantive in August; CEO Steve Ballmer has said he expects a quarter of Redmond’s revenues eventually to derive from advertising. Google anticipates closing its $1.6 billion of Doubleclick within the next few months; its CEO, Eric Schmidt, recently told The New Yorker’s Ken Auletta that he believes Google now is “in the advertising business.” Sir Martin last summer paid $649 million for 24/7 Real Media, an online ad-network pioneer; 20 years earlier, WPP had paid about $100 million less (unadjusted) to acquire the entire J. Walter Thompson global agency network.
But Sir Martin’s call for precision in projecting, calculating, building and delivering is timely and apt. As the money — not just investor money, but advertiser money — gets large, there is a hunger for understanding and communicating the new rules of the road. What are the success stories? What is a fair price for value delivered? How will the new partnerships among agencies and media companies on behalf of marketers shape up? How will the regulatory environment affect our operations now and in the future? The people paying the bills want to know, and it’s incumbent on the interactive industry to provide answers.
The Interactive Advertising Bureau’s “Ecosystem 2.0” conference is designed to provide those answers, in an intimate setting where giants and startups can mingle together, leader to leader and team to team. This is the first industry gathering since last spring’s and summer’s explosive M&A activity to bring together the architects of media and marketing’s dramatic reshaping. The focus will be on how the evolving relationship among platforms, publishers, agencies, and marketers is adding value to the value chain — upstream, to the agencies and clients, and downstream, to branded content creators, analysts and insights generators, and service providers.
CEO Jerry Yang will keynote on Yahoo’s evolution as a platform — including its acquisitions of online ad exchange Right Media and ad network Blue Lithium. AOL CEO Randy Falco will sit down with me to describe the reasoning behind his acquisitions of the Tacoda behavioral targeting network and other networks, and the organization of a new ad platform business, appropriately named Platform A. Brian McAndrews, formerly aQuantive’s CEO and now Microsoft’s SVP of Advertiser and Publisher Solutions, will explain what he and his team have done to create cross-industry value in the six months since aQuantive climbed through Windows. Rob Norman, CEO of WPP’s Group M Interaction, will explain how ad agencies are adapting — and possibly leading — the transforming industry. Hulu Chief Executive Jason Kilar will describe vividly how online video is attracting consumers and advertisers now. With an introduction by Johnson & Johnson Global Media Officer Kim Kadlec, the chairman of Babycenter LLC, Tina Sharkey, will showcase how media companies are becoming “insights engines” for their customers. In her first major speech since leaving the top U.S. sales role at Yahoo for the media presidency of Martha Stewart Living Omnimedia, Wenda Harris Millard (IAB’s new chairperson) will outline a worldview shaped by alternate lives in a platform environment and in branded media.
“Ecosystem 2.0” also will feature substantive debates:
an industry first, leaders of two online ad exchanges will challenge
leaders of two branded media companies on one of our industry’s roiling
controversies: whether networks and exchanges commoditize media and
- Booz Allen Hamilton U.S. Media &
Entertainment Practice Leader Christopher Vollmer will unveil exclusive
results from the consulting firm’s “Marketing-Media Ecosystem 2010”
study, zeroing in on how media companies are competing and
collaborating in the new interactive environment.
another first, a cross-ecosystem panel — leaders from Ogilvy,
Meredith, IAC Corp., Google, and Federated Media, joined by the Chief
Marketing Officer of Computer Associates — will respond to the study
findings, grappling with who is disintermediating whom in the battle
for revenues and share.
- The brewing regulatory battle over
behavioral targeting — and its consequences for marketers and media —
will feature in another panel.
With only a few hundred seats on offer, we anticipate an affair as comfortable as it is substantive. As unbridled opportunity and economic constraint collide, “Ecosystem 2.0” is what media, marketing, agency and service-provider executives need now: two-and-a-half days filled with news-you-can-use, sidebars for deal-making, and a chance to mingle with the leaders who are making a difference right now.
The full conference agenda is here.
Registration information is here.
And I hope to see you there.