Digital Headliners Continue to Wow
Energy from the first night of Advertising Week 2010 was still buzzing as the sold-out MIXX crowd gathered for the second jammed-packed day of content, insights and education. David Moore, Chairman and Founder, Chief Executive Officer, 24/7 Real Media, A WPP Company, and Chairman, IAB Board of Directors, opened the day by addressing the maturing of online advertising—along with the challenges and opportunities that go along with it. The unstoppable shift to digital from traditional during the recent recession proved that even in difficult times, great opportunity can be found. He also thanked the IAB for allowing him to serve his industry in such a powerful leadership capacity—proposing that when the history books are written on interactive advertising, the IAB’s efforts will make page one.
Following Moore, the annual MIXX tradition—a conversation with Journalist, Charlie Rose—delivered insightful discourse with High-Tech Entrepreneur, Yossi Vardi. They bantered back and forth, covering the world of digital investment and the importance of taking risks. When asked what Vardi looks for in investments he said it all comes down to talent and virtues. He’s not interested in ideas, because what’s hot today won’t be hot tomorrow, he’s not interested in the business plan because plans change, but it’s the talent—complemented by the being nimble—that moves the needle. What does one of the most forward-thinking digital innovators think about the future? Your TV will soon function like a large screen iPod and although many will pay for premium, the free model will continue to live on.
The social revolution provided a strong framework for the late morning sessions as Facebook Chief Operating Officer, Sheryl Sandberg, and Twitter Chief Operating Office, Dick Costolo, shared inside looks at their organizations’ roles in the growing shareable marketplace. Sheryl emphasized the shift of the web from information to personal citing the explosion of Facebook profile pages—with over 500,000,000 Facebook profiles versus only 800,000 pages on the entire Internet. The two-way dialogue between consumers and brands is evolving and Facebook’s role is to map the path—helping consumers become brand endorsers and advocates along the way.
IAB News from MIXX
Dick Costolo sat down with Abbey Klasseen, AdAge Editor, to talk monetization in the social sphere. Abbey asked tough questions about competition with Facebook, advertising on Twitter and Twitter’s lifecycle. Their newest product, Promoted Tweets—which allows companies to enhance the organic relationship they’ve already built—is seeing tremendous engagement rates, averaging five percent. Costolo was quick to clarify that Twitter wants to get it right. While they have advertisers lining up to spend money, it’s not going to happen in mass until the system is totally proven to drive results. And, according to Dick, it won’t be much longer.
Matt VanDyke, Director, U.S. Marketing Communications, Ford Motor Company, spent time with partner, Tim Westergren, Founder, Pandora, breaking down the digital radio revolution. With 50 percent of radio listening now happening in cars and new technology for consumers to personalize their “stations,” brands have huge opportunities to reach target audiences in personalized ways—slicing and dicing the message to appeal to a specific set. Ford has incorporated a product, including their new SYNC platform, into many of their new vehicles—heavily promoting it and seeing measureable results.
Miles Nadal and Chuck Porter, major players in the ninth largest marketing and communications company in the world—MDC Partners—broke down the organization of the agency holding company. They consider themselves a support center for their clients with a focus on talent and creativity over the bottom line. Their guiding principle? Clients will go where the talent is, so that’s where you need to invest. Find the brilliant work done by emerging creatives and the rest will fall in place. Financial success is merely a byproduct of great ideas.
Closing out the final day of MIXX was a look at the smart, sexy display advertising landscape of 2015 from the eyes of Google. Barry Salzman, Managing Director, Media & Platforms, Google, and Neal Mohan, Vice President, Product Management, Google, shared—and then demoed—their seven predictions for the future of display.
- 50% of display adds to include cost-per-view video (displayed new True View Video formats)
- 50% of audience-buying will be in real time
- Mobile will be the #1 screen
- At least five metrics will be more important than the click
- 75% of ads will be socially enabled
- Rich media will be in 50% of brand campaigns
- Display will be a $50 billion industry
Cocktails and networking rounded out the day, as some lingered waiting to attend the sold-out MIXX Awards Gala later in the evening. Questions answered, debates started, contacts made, another great MIXX comes to a close.