Event Recap: Ad Age Digital Conference 2015, Day One

Top industry reporters and some of the biggest brand, technology, and media leaders—including the IPG Media Lab!— gathered for the annual Ad Age Digital Conference to discuss what the “post-digital” world means for advertisers. Some of the key takeaways from Day One included:

Time As The New Metric
According to an AdAge survey, over 80% of the industry is concerned about viewability, which was addressed head-on during the very first two panels. Rather than worry about pixel counting or frequency of exposure, time spent in front of an ad is emerging as the crucial metric. While CPMs have an unlimited inventory, there are only so many hours in a day, which limits inventory. This allows prices to rise, which is particularly exciting to quality-based publishers who have higher levels of engagement. As Lisa Valentino from Conde Nast pointed out, “The more value you can show, the more it should impact your pricing.”

Leverage Fan Engagement Into Story-Making
Authentic marketing requires a “relentless customer-centricity”, as Tressie Lieberman from Taco Bell called it. Tapping into the creativity of their fanbases, leading brands are shifting away from traditional storytelling models to a “story-making” approach, where they actively co-create engaging brand communications.

Brands Sneaking Into The Private Messaging Space
As Ben Huh, CEO of The Cheezburger Network, noted, brands have mostly been locked out of most chat apps—an ecosystem that today’s Millennials spent most of their time in. But with more and more messaging apps expanding into media platforms, brands now have a chance to enter that coveted space without being intrusive, as long as they adopt a “friend and explorer” mentality. In order to do so, Tami Bhaumik from Lyve recommended brands to serve content at the right time by taking the customer’s stage in the sales funnel into consideration.

4 P’s, 4 C’s
Customers have more choices than ever in terms of brands, content, and access: it’s estimated that by 2020, people will use 10 connected devices. As a result, the traditional 4 P’s of marketing—product, price, place, and promotion—have been replaced with a modified framework, the 4 C’s: choice, convenience, cross-device, and creative sequencing. 

Check back tomorrow for continuing coverage from the Ad Age Digital Conference.


Three reasons Android could terminate Apple

Best blogs of 2009 The smartphone market seems to be shoe-in: Apple has got momentum in the space reminiscent of their takeover of the MP3 player market years prior with the iPod. Despite this momentum, the discerning media planner working on mobile for six months out should take note – Google’s Android is poised to crash Apple’s party.

Android Clones: While the iPhone had Chinese imitation devices, Android will literally have a clone army. The open source system will live on a handful of devices by the end of this year, and dozens of devices by the end of 2010. So while the system seemed to languish when the only Android device was the G1, with phones like the HTC Hero and myTouch 3G, Android will traverse carrier networks and handset manufactures. Continue reading “Three reasons Android could terminate Apple”

Six sites every fashion marketer should know

Six social sites every marketer should know (Polyvore/AdAge)Buzz over the New York 2009 Mercedes-Benz Fashion Week is growing and top designers from across the world are taking center stage, introducing their long anticipated collections. This is how the fashion industry has operated for nearly 100 years: Designers secretly produce the fashions that they feel are most relevant to their lines, and retailers decide what items are most relevant to their customer base. But the fashion industry is at the verge of a tipping point — one that could change this system forever.

Social media has deconstructed the traditional means of communication between retailers and consumers by adding new channels for discussion. 
Read full article on AdAge.

Going green 101 for marketers

Is Going Green a Strategic Imperative? (iStock)Hey, it is Earth Day! Happy Earth Day!

If you are wondering how to celebrate this big old planet of ours that we’re all a little (or a lot) concerned about, check out the IPG Lab’s article on Ad Age’s Good Works blog: Is Going Green a Strategic Imperative? Written by Lab Staff Associate, Alicia Walter, the article examines some of the confusion, challenges and rewards of developing a Green or Sustainable marketing strategy for brands…AND agencies. See which agencies are leading the way, and why it’s driving new business. Read More.