IAB's MIXX Makes News!

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blog-header-rr.gifApologies to those of you who couldn’t get in to the Interactive Advertising Bureau’s sold-out MIXX Conference & Expo in New York Monday and Tuesday. You missed fireworks on multiple topics, from the consolidation activity roiling the ad and media industries to the “business model wars” among agencies. Herewith, a wrap up with links:

Ogilvy, Carat CEOs Clash on IAB Panel: Carla Hendra, David Verklin Spar Over
Agency Structure at MIXX Conference
September 24, 2007
— Sparks were flying between Ogilvy North America co-CEO Carla Hendra and Carat Americas CEO David Verklin on the opening panel at IAB’s Mixx Conference. And no, they weren’t those kind of sparks. (Ad Age) (Click here for video)


Single-agency strategy does not fit all, IAB panelists say
New York—In the new age of digital media, marketing strategy needs to be orchestrated, but agency executives on a panel Monday morning at the Interactive Advertising Bureau’s MIXX Conference & Expo 2.7 diverged on how to find the perfect harmony… (BtoB)

Yahoo, WPP join Microsoft in questioning Google-DoubleClick merger
Microsoft isn’t the only one questioning whether a Google-DoubleClick merger would be good for advertisers and consumers. During a panel on The Changing Landscape at the MIXX 2007 Interactive Advertising Bureau (IAB) conference in New York on September… (ZDNet)

The Advantages Of Consolidation
September 24, 2007 - Just made a quick sprint from OMMA’s Ad Week conference at the Hilton New York to the MIXX 2.7 Conference at Crowne Plaza Hotel to hear the NY Times’ Saul Hansell moderate a panel consisting of participants in the past year’s interactive ad agency buyouts, including executives from DoubleClick, 24/7 Real Media, Right Media and aQuantive unit Atlas. Hansell started out asking what the benefits of their respective combinations will bring to both companies that couldn’t have been achieved separately and moved on to survey the panelists as to whether regulators should approve the pending $3.1 billion merger of Google (NSDQ: GOOG) and DoubleClick… “(Paidcontent.org)

Top DoubleClick, Atlas, Right Media and 24/7 Execs Take Friendly Jabs at Event
Sept. 25, 2007 - Top execs from recently-acquired interactive ad industry firms purchased by Google, Microsoft, WPP and Yahoo engaged in friendly sparring yesterday. During a panel discussion at the Interactive Advertising Bureau’s MIXX conference in New York, heads of 24/7 Real Media, Atlas, DoubleClick and Right Media talked, sometimes surprisingly frankly, about industry consolidation, potential blockage of Google’s DoubleClick acquisition, and potential conflicts of interest resulting from this year’s million and billion dollar buyouts. (ClickZ)

Goodby, Silverstein Nab MIXX Honors
September 26, 2007 - Goodby, Silverstein and Partners was the big winner at the third annual MIXX awards presentation held on Sept. 26 in New York, as the San Francisco, Calif.-based agency took Best In Show honors for a rich media campaign for Hewlett-Packard, as well as pair of “gold” awards for Rolling Rock in both the Digital Video and Viral, Word of Mouth and Peer to Peer Marketing categories. (Mediaweek)


‘Computer is Personal Again’ Honored in IAB MIXX Awards
September 26, 2007 - Last night in New York City, conference attendees witnessed the presentation of the IAB’s third annual MIXX awards. These accolades draw attention to outstanding merit specifically in interactive advertising, with dual regard to creativity and effectiveness. The major honor, Best in Show, was awarded to Goodby, Silverstein and Partners, SF for “The Computer is Personal Again” for Hewlett-Packard. This campaign was perceived as the most successful effort in years on behalf of the computer brand. (Vox)

IAB Calls Slowing Online Ad Spending Growth “Torrid”
September 25, 2007 - Online ad spending has grown at “a torrid pace,” 26.8 percent, during the first half of this year over the same period last year, Randall Rothenberg told a packed crowd at the Interactive Advertising Bureau’s MIXX conference in New York yesterday. The IAB prez said spending hit the $10 billion milestone in the first half. “This is the first time in history this has happened,” he gushed. (ClickZ)

Cross-Platform Deals: A Return to the TV Advertising Future
September 25, 2007
- Now, it seems the widest form of cross-platform media deals now comes with just two platforms: TV and the Internet… Still, there are mountains to climb — especially in other media areas. Tom Wolfe, vice president of product marketing & promotion for Comcast Spotlight, said on Monday at the MIXX conference: “Everyone wants to be a pioneer. But not without metrics.” Is that a slap at those Internet metrics, which may or may not be good enough at the moment? Perhaps other media is lacking…” (Mediapost)

Cross-Platform Deals Evolving Slowly From Theory To Practice

September 24, 2007 - The notion of cross-platform ad selling has gone from theory to reality, with agencies breaking down the structure separating TV, print and online. A mid-afternoon MIXX 2.7 Conference session looked at the process of matching sales between a variety of forms are evolving. So while agencies and programmers have been working to revise their structures in a more media neutral way, the challenge is turning individuals to think along those same lines. Moderator Scot McLernan, former ad sales exec at Marketwatch when it was owned by CBS (NYSE: CBS), explored the nature of the dealmaking. (Paidcontent.org)


Political Candidates Stick to Traditional Media
SEPTEMBER 25, 2007 - Political candidates from both parties are demonstrating a stubborn devotion to traditional media, along with a cautious streak that is holding them back from truly embracing the Web as an outlet for political ad dollars, according to a group of panelists speaking during a Mixx Conference session held on Tuesday in New York. (Mediaweek)

MIXX: Presidential Campaigning: Digital Media’s Impact
It will come as no surprise that all the major 2008 presidential candidates have an interactive presence. With the use of news, video clips, and of course the all important donations section, this highly charged political election and digital innovations is something that marketers can also take advantage of. Hear from key representative from presidential campaigns on the use of interactive in driving awareness and creating buzz for candidates. (Behind the Buzz)

MIXX: Audience Counting Blues
September 25, 2007 - Will Web measurement companies ever churn out audience data that can be easily compared? Don’t count on it. Executives from comScore, the Nielsen Co., HitWise, and Omniture at the Interactive Advertising Bureau’s MIXX conference said Monday they will continue to fine tune how they collect, track, and analyze Web site visitor data and pointed out differences in their methodologies. (ClickZ)

IAB’s MIXX Conference Kicks Off Advertising Week With Visions of Digital Future

September 26, 2007 - Attendees of the first day of the IAB’s (Interactive Advertising Bureau’s) MIXX Conference & Expo, which kicked off Advertising Week on Monday in New York, came away with an appreciation for where digital technology is taking us — if they attended the entire day’s events, that is. Two of the sessions offered insights into exactly where we’re going. In ‘Content Without Borders,’ one of the afternoon track sessions, attendees learned how marketers are taking advantage of new platforms and technologies to extend the reach of branded content… (ShootOnline)


The Expansion - Or Is It Contraction? - Of The Journalist/Blogger Divide
In the final MIXX 2.7 Conference panel of the day, Newsweek’s Steven Levy sought to gauge the changes blogs have had on the journalism space. Scott Meyer, president and CEO, About.com, said that the NYT-owned info-guide falls squarely within the realm of reportage. “What we do is journalism, but we don’t hire people because they’re journalists. About began as user-generated content and it’s evolved. We hire people because they’re experts, such as, they’re a doctor. It’s one space over from what the NYT does. The space isn’t destroyed or ruined by this. The space expands.” (Paidcontent.org)

LittleMissMatched: Seth Godin at MIXX Keynote
September 25, 2007 - If marketing is all about storytelling, then you’d better build a product that’s worth talking about. Seth Godin points to LittleMissMatched, socks targeted at 12 year old girls. The company is “tripling in size each year.” Why? Because they made socks that make girls say something very powerful to each other… “Want to see my socks?” What’s remarkable about the socks? They come 3 to a pack and none of them match. (Boston.com)

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