After an intense full-day of discussion on the next wave of revenue for interactive advertising, three major themes had emerged—and they developed even further during the final sessions of the IAB Annual Leadership Meeting.
Charging for content will happen. The business models will be flexible and adaptable, but it will happen.
Marketing services are now an essential part of the publisher's toolkit.
Marketers must make technology your friend or it will become your enemy.
"Change or die." This bold statement from Jeffrey Hayzlett, Chief Marketing Officer and Vice President, Eastman Kodak Company, captivated listeners as they looked inside the brand transformation responsible for one on the biggest corporate turnarounds in business history. Considered a “traditional” brand only five years ago, the iconic brand shifted 80% to digital in 2009, with 70% of its business now being b2b. How did it happen? By changing perceptions, not being afraid to make mistakes and by moving quickly—or the principles of FAST (Focus. Accountability. Simplicity. Trust.) Hayzlett highlighted Kodak’s presence in the social media space where messaging positions the brand’s emotional technology as a way to inspire users to share the traditional “Kodak moments.” Kodak Gallery is the third largest social network site in the world, with more high res photos stored there than any other social networking site combined.
Next up Russ Fradin, President of Adify, called on publishers to break the cycle of addiction to hybrid business models, suggesting that the only way to succeed is to make a clear decision to optimize networks or sell premium branded content. To do both at the same time would lead to erosion of our brand.
And, in IAB Annual Leadership Meeting tradition, The Great Debate, livened-up the stage and the audience as key players in the data sphere took on the controversial issue of who “owns” the incredible amount of data generated by consumers as they traverse the web. Four stakeholders, Jeff Hirsch, President and Chief Executive Officer, AudienceScience; Walker Jacobs, Senior Vice President, Turner Sports and Entertainment Digital Ad Sales, Turner Broadcasting System; Ramsey McGrory, Vice President, North American Marketplaces, Yahoo!; John Montgomery, Chief Operating Officer, North America, GroupM Interaction, went head-to-head with the help of moderator Bob Liodice, President and Chief Executive Officer of the Association of National Advertisers.
According to Montgomery, the data is owned by the consumer, and as an industry we need to do the right thing by using it responsibly. Jacobs feels like brand advertisers don't fully understand the implications of data ownership and that the issue truly started as a result of "value-adds" taking place without a first building solid framework. He added that saying no and asking questions about where data came from is not about stifling innovation--it’s about preventing companies from taking information that doesn't belong to them and building a business off of it. Ramsey brought to light concern about start-ups who may have little accountability for their actions, buying and selling data to other who don’t know the right questions to ask. The bottom line: Say NO--when brands stop doing business with data providers that aren't transparent change will be forced.
As Rothenberg officially called the Annual Leadership Meeting to a close, the crowd filled the foyer, spilling out into the warm California sun for one final networking opportunity, a chance to question speakers and to offer their own insights on the data question.