In case you missed it, check out our recap for day one here.
On Day 2 of the Ad Age Digital Conference, the panel discussions continued to dissect the impact of post-digital innovations on the advertising and media industry:
Mobile Leads Media Consumption Growth
Ezra Palmer, chief content officer for eMarketer, shared the newest research results on the future of media consumption and ad spending. As TV and desktop hit plateau in terms of media time, mobile has emerged as the only growing platform, whose average daily time spent skyrocketed from 48 minutes in 2011 to nearly 3 hours this year for U.S. users. As a result, ad spending in mobile media categories has been steadily catching up with the media consumption pattern, though major discrepancy in mobile video ads still exists.
Diversification Is The New Digital
Digital has evolved from “good enough” to being expected, and should be at the core of executions, aided by diversification to ramp up meaningful results. In a cross-platform era, its important to understand the power of multi-screen usage as we increasingly move towards one-to-one targeting. As Justin Smith, CEO of Bloomberg media put it, “niche is your friend,” and publishers should be fragmenting themselves to mesh with moments that matter in everyday lives.
Attention Metrics Emerge In Post-digital Transformation
As AT&T’s CMO David Christopher pointed out, “by definition, the social sphere is fractured and disjointed, so measurement is always challenging.” Therefore, the ideal common currency for digital ads should be attention-based metrics powered by unique IDs and unified views.
Technology Drives Co-Creation
Now more than ever, individuals have the opportunity to be a co-creator for every brand and product that they interact with, representing an important asset to digital agencies. As Tom Adamski, CEO of Razorfish Global, stated, “The advent of technology and its influence…is driving deeper levels of creativity”. More customer engagement encourages digital agencies to be more integrated, interactive, nimble, and innovation-oriented.
Lead image taken from AdAge.com