Chris Glushko: September 2007 Archives

IAB Live MIXX Blog, Day 2

| | Comments

9:00 a.m.


Good morning and welcome back to the IAB MIXX Conference! Once again, my name is Chris, Marketing Manager for the IAB. Given the conference is sold out, this is an opportunity for those who couldnt make it can get a peek of MIXX from my perspective, that of a first-time attendee. The room is jam packed and theres a huge buzz as we await our second keynote — Charlie Rose performing a special interview of renowned author Seth Godin. Stay tuned for more updates and photos throughout the day. Plus don’t forget to tune into www.RandallRothenberg.com for more special commentary from IAB President and CEO Randall Rothenberg.

9:15 a.m.


Jim Spanfeller, Forbes.com CEO and IAB Board Chairman introduces Charlie Rose and Seth Godin.

10:00 a.m.

Charlie Rose just finished interviewing Seth Godin and all I have to say is WOW! This interview was just fascinating &mdash overflowing with ideas and perspectives that brought complex ideas into a simple, enlightening and easy to digest dialog. I guess that’s why Charlie and Seth are so good at what they do. Some of the concepts they touched on include:


  • 2007 is the year of change and acceptance. We’re no longer arguing old media vs. new media. Nobody’s debating whether people use email, the web, etc.
  • The new companies are the connectors; they connect people to people, people to ideas, people to products.
  • Advertisers and media companies can no longer hold the consumer hostage. People only see the ads they want to see.
  • When it comes to marketing, you have to count on the public to talk about your ideas. This is how ideas spread in today’s world. You can’t beat people over the head with advertising alone. Everyone wants something to talk about.

Seth and Charlie had the audience mesmerized.



Nobody picks a brain better than Charlie Rose.




Seth Godin did not disappoint.

I could go on all day but its time for our next panel. More updates to come!

11:17 a.m.

We’re back! Sorry for the technical difficulties everyone.

11:20 a.m.

Our first panel of the day was quite interesting. Onstage were representatives of the four key companies involved in the now legendary Burger King Xbox 360 King Games campaign. The goal of the team was to link great entertainment with great tasting food. Rather than focus on a weak, highly branded game, the idea was to develop a great game that brought value and fun to Burger King customers. They wanted users to interact with the brand without being shouted at by the brand. The end result was a huge success with over 3 million games sold in a five week period at a $3.99 price point. Plus, when you compare the brand awareness and exposure of someone playing a game for hours vs. a 30 second TV spot, it’s really no comparison at all.


Be back with more later. I’m suddenly craving a Whopper and onion rings!






Brian Geis of Burger King reminds us that it’s all about great tasting food.




Chris Di Cesare of Microsoft was happy to receive props from Bill Gates on this campaign’s success.




Rob Reilly of Crispin Porter + Bogusky felt that Burger King presented a unique opportunity for this type of experimentation.




Sion Lenton from Blitz Games was excited about the amount of focus put into making a great game.

12:30 p.m.


We just finished our second panel of the day — A View from the Front Lines: Best Practices and Ground Breaking Innovations. The panel featured the IAB’s own Randall Rothenberg returning to his journalist roots as he led four esteemed MIXX Awards judges in an engaging dialog about the forefront of interactive marketing.


What are the biggest game changers? What more can we get out of digital video? How do you drive new ideas and practices home to your teams? Where does the interactive marketing money come from? Mr. Rothenberg covered it all.


Randall Rothenberg directs our esteemed panel.



Kathleen Olvany-Riordan of Kraft foods believes the winners are marketers and agencies who provide an emotional benefit, not just rational. The losers are those just doing cool stuff for cool stuff.




Brad Santeler of Kimberly-Clark expresses that people want to have conversations about all parts of their lives and it’s up to marketers to stimulate and join those conversations.




Jenny Howell from Honda believes a huge challenge is convincing traditional marketers to let go of some budget so interactive is no longer held back.




David Roman of Hewlett-Packard expresses that you must be prepared to talk about everything in the company, both good and bad.

It’s now lunch and workshop time so I’m signing off for a while to visit the Exhibit Hall again. Tune in later for more updates once the general session reconvenes.

4:00 p.m.

Our first afternoon panel took the 2007 MIXX Conference in a different direction. With an election year almost upon us, there is more focus than ever on the potential impact of interactive in the political world. Assembled onstage were Rob Shepardson of SS+K, currently working on the Obama campaign, Richard Kosinski, VP of Political Advertising for Yahoo!, Arianna Huffington from The Huffington post and moderator Jacob Weisberg, editor of Slate.


Being a huge fan of Arianna Huffington, this was a personal show highlight for me. Jacob Weisberg spent no time cutting right to the chase, asking why candidates don’t allocate more funds towards the interactive medium. Each panelist had a different perspective.


Richard Kosinski was fast to point out that political candidates are about seven years behind marketers in taking advantage of online channels. Right now most in the political world are in the try and learn phase. Free tools are being taken full advantage of, but other tools such as behavioral targeting are just starting to receive small budget allocations for testing purposes.


Rob Shepardson had a different point of view, feeling online still has not been proven to carry through to the final phase of the purchase funnel in the political process, actually leaving the computer and casting a vote. He feels interactive is a viable medium for fundraising but outside of that, most online tools are simply converted offline tools instead of true innovation.


Arianna felt very strongly that this is the year where online will decide the presidency but freely admitted that there are issues holding online back. She raised the point that political consultants are preventing a move from traditional media to interactive media as they prefer what they are familiar with. In addition, part of what hurts online is the candidate’s need for control and online is very difficult to control. The frontrunner’s campaign is not the way of the internet because you don’t want to take risks when you are winning.


Overall, this was a great session that left a huge buzz in the room. It will definitely be interesting to see just how huge a factor interactive becomes in the 2008 election.


Jacob Weisberg asks why candidates don’t advertising like consumer products.



Rob Shepardson believes online has been a great tool for fundraising in the Obama campaign.




Richard Kosinski talks about how political candidates are slowly catching up to savvy marketers.




Arianna gets a laugh from the crowd by pointing out how most political ads on TV would fit in perfect in the 1950’s.




I couldn’t resist posting the shot. That’s David Doty, SVP of Marketing and Thought Leadership for the IAB with Arianna and me. Arianna asked me for a photo and I couldn’t say no ;>)

4:30 p.m.

Our last panel was a TV lover’s dream. We had representatives from TiVO, Sling Media and Joost onstage with Matthew Carr of Microsoft Digital Advertising Solutions and Steven Levy from Newsweek. The panel’s focus was on new business models and how advertising fits in.


Steven Levy asks if we are entering an era where people won’t want to fast forward through advertising.



Matthew Carr of Microsoft believes we are going to reach a point where consumers understand that if they provide more personal data in a constructive way it will benefit them.




Todd Juenger of TiVo talks about the measurement capabilities of new business models.




David Clark of Joost conveys how consumers still want to hear from marketers, just on their own terms.




Jason Hirshhorn of Sling Media questions whether profiling could limit what you are exposed to by marketers.

5:45 p.m.

Our last session of the 2007 MIXX Conference focused on the future. IAB President and CEO Randall Rothenberg led four industry heavyweights in casual discussion about the future of the interactive world. They talked about whether the line between agency and publisher is blurring, who is going to win the battle for consumer insights and whether audience measurement is a transitory issue.


Randall Rothenberg expressed to the panel how interactive has become the fulcrum of which all marketing efforts are balanced.



Mark Read, CEO of WPP Digital feels the future is all about technology and data.




Jonathan Nelson, Founder and Chairman of Organic, Inc. believes online is truly the holy grail and soon we’ll be able to fully measure browsers converted to buyers.




Tim Armstrong President, Advertising and Commerce, North America, and Vice President, Google, Inc. conveys that the most important thing we can do as an industry is stay in line with consumer behavior.




Jim Spanfeller President and CEO, Forbes.com states that the end of the day it’s still a very fundamental business. People consumer a service such as reading a Web site and the publishers share their viewing with advertisers.

Ok everybody. That’s all for the 2007 MIXX Blog. I’m off to the cocktail reception and then the 2007 MIXX Awards at Gotham Hall. Tune in tomorrow to IAB.net for a full wrap up of MIXX 2007 include the gallery of awards winners.

And that’s the way it was…

photos by Doug Goodman and Sean Sime

IAB Live MIXX Blog, Day 1

| | Comments

9:00 a.m.


MIXX Attendees

Good morning and welcome to the IAB MIXX Conference! My name is Chris, Marketing Manager for the IAB. Given the conference is sold out, this is an opportunity for those who couldnt make it can get a peek of MIXX from my perspective, that of a first-time attendee.

Right now there’s a great buzz in the room. The general session room is slowly filling up in anticipation of John Hayes, CMO of American Express, taking the stage. Stay tuned for photos, updates and commentary as the day goes on. And, please post your comments, questions and observations below. Remember to hit refresh as the day goes on and for more MIXX thoughts, visit IAB President and CEO Randall Rothenberg’s “clog” at www.randallrothenberg.com.

The lights are going down. Stay tuned for more!

9:45 a.m.

John Hayes just left the stage and left us all with words of wisdom about where we are in the evolution of marketing and advertising and what it takes to engage consumers in today’s world. Here are a few quotes from his opening keynote:

“The traditional marketer/agency framework is over.”

“We as advertisers must join the conversation.”

“It’s not just about servicing customers online. It’s about furthering engagement.”

“Never stop experimenting.”

“The challenge for us is that we let go of the creative process.”

“In order to create the authentic dialog, it requires for us to let go and let those who create do what they do best and create that dialog.”

“Armed with a megaphone like the web, consumers wield enormous power.”

“The era of brands and agencies creating the messages is over.”


John Hayes

In summary, Mr. Hayes expressed that we need to work in an open environment to enter the conversation. We must collaborate and that does not happen in controlled environments. Collaboration happens in open environments and we must listen to the conversations that happen in these environments and enjoy listening.

10:45 a.m.


Our first panel of the day.

The first panel of the day just finished. David Kirkpatrick moderated three powerhouse agency leaders in Carla Hendra, Rishad Tobaccowala and David Verklin. All three enlightened the jam-packed room with some very heavy dialog on the new strategies agencies are taking.


David Kirkpatrick moderates three powerhouse agency leaders.



Carla Hendra reminds us “It’s the customer, Stupid” as she receives accolades for the Dove campaign.




Rishad Toboccowala talks about the need to build talent in the agency.




David Verklin emphasizes that in this day and age, the great brands do not tell the best stories. They have the best stories told about them.

Ok, it’s time for a networking and refreshment break, and I could use a cup of coffee. We’ll be back in an hour or so with more updates!


12:15 p.m.


The second panel was all about consolidation.

The second panel had everyone on the edge of their seats to say the least as they discussed what consolidation means for marketing and media. We had four heads of newly acquired companies, one very persistent New York Times Editor and just for good measure - three of the companies are acquired by rivals Google, Yahoo! and Microsoft.

Saul Hansell pressed each of the panelists about what the merger really means. What will advertisers get in return? What will be different? Why is an exchange better for advertising? If advertising is sold and not bought, why are we convinced an exchange will work when there’s more inventory than advertising?


Saul Hansell injects some controversy by asking the panelists their thoughts on the Google/DoubleClick merger.



David Rosenblatt talks about the liquidity, lower prices and the ability to greater target.




Michael Walrath talks about how advertisers can get more ads with better insight due to resources of Yahoo.




David Moore emphasizes that advertisers want the best return on their investment and that’s what the merger will accomplish.



Karl Siebrecht talks about how innovation will be delivered at a much faster rate.

Needless to say, this led to spirited, vigorous dialog - especially when Saul asked each panelist why his exchange is better than the person to his left or right.

Now it’s time for some workshops and then lunch. I’m going to check out the Expo, grab a bite to eat and then I’ll have more updates later.

2:00 p.m.

Back from Lunch and Marketer Paradise

We had a nice break with lunch and the educational workshops going on so I decided to do some exploring around the Expo. Here’s a little mini-tour of my journey:

I started off by heading outside to get some fresh air on Broadway. The street was packed with MIXX Attendees who traveled from out of town taking in the scene of Times Square New York. Here’s the view on the way back into the Crowne Plaza.


LIVE FROM BROADWAY - IT’S MIXX!

Next, I made my way into the Exhibit Hall. This was tons of fun. Vendors from all over the country are showing off the latest advertising and marketing solutions. Being somewhat of a self-proclaimed “nerd” when it comes to this stuff, I could have spent all day here, but alas, this blog was calling. Plus, as you can see, the Exhibit Hall was packed so I figured it was best to move on and make room for the rest of the conference attendees.


Outside the Exhibit Hall



Attendees are getting the low down on the latest and greatest in interactive.

After passing through the Exhibit Hall, it was finally time to get a bit eat lunch - Caesar salad and a delicious rigatoni and vodka sauce to be exact. If this is the last blog post of the day, you’ll know it’s because I’ve happily entered a food coma.


Mmmm Lunch


And now one more pass through the exhibit hall to walk off lunch and I’ll be ready for a jam-packed afternoon.


Lots of networking happens in the Exhibit Hall.



They told us this station is for registered guests only but I won’t tell if you won’t.

That’s all for now. Look for more updates after the Afternoon Track Sessions.

5:00 p.m.

Fresh off a second tour of the Exhibit Hall, I decided to hit up the afternoon track sessions. The framework of these sessions consists of three rooms with three consecutive learning sessions in each room. Each individual session consists of four experts and a seasoned journalist leading the discussion. View each track here.

I decided to plant myself in Track Three. This consisted of The Frontiers of Cross-Selling, The Race for Consumer Insights and Users vs. Journalists vs. Advertisers: Does Web 2.0 Destroy or Enhance the Marketing-Media Ecosystem.

Here are a few photos from The Frontiers of Cross-Selling and The Race for Consumer Insights. I’m heading into the third track now and will try to sneak in one more post before the day is done.


Scot McLernon leads George Blue, Tom Wolfe, Tim Spengler and Ed Ernhardt on a lively discussion of cross-selling into today’s market.



IAB President and CEO Randall Rothenberg poses with the panel.




Melanie Wells digs deep into the process of gathering consumer insights and the value they bring.

6:00 p.m.

And now it’s time for today’s finale — the networking reception. This is where everyone gets to unwind after a long day of learning, meet some old friends and make some new ones.

With that, I’d like to thank everyone who’s been following along today. I hope I was able to give you a glimpse of what it is like inside MIXX 2007. Be sure to tune in tomorrow for more live blogging all day long from Day Two! Also, don’t forget to check out www.randallrothenberg.com for enlightening commentary on today’s events.


Everyone is all smiles at the end of day one.



MIXX is a time to celebrate excellence in interactive.




On this note, I’m wrapping up today’s blog. See you tomorrow!

photos by Doug Goodman and Sean Sime