Event Recap: Three Themes From The 4A’s Transformation Conference 2015

Every year since 2009, ad agency leaders have gathered to discuss ongoing trends and the future of the ad industry in the annual 4A’s (American Association of Advertising Agencies) Transformation Conference. And at this year’s event, the spotlight was firmly on programmatic.

Programmatic Is The Future
The event kicked off with the release of a White Paper report on the transformative potential of programmatic buying, and throughout the event, the current industry practice and positioning of programmatic ads were discussed at length, with the general consensus being that programmatic is valuable both as an audience targeting tool and as an automation process for buying ads. As the White Paper concludes:

Advertisers and their agencies must align with technology providers here, as well, to promote greater visibility into the new infrastructure being created. Accountability, trust, quality and value are four key pillars on which the foundation of a programmatic future must be laid.

TV Will Continue To Be A Powerhouse
Many attendees still trust TV based on its 60-year track record and solid research. John Montgomery, GroupM’s COO, told 4As that traditional TV business will continue to deliver audience as a “real powerhouse” that is “100% viewable”. It offers volume and scale like no other medium, said Montgomery, and “video pales in comparison”.

Cross-platform Targeting Ties Everything Together
While TV advertising drives awareness and word-of-mouth, digital screens are more personal, and content is chosen very specifically, lending to a more direct engagement with users.  As advertisers continue to expand their campaigns across different screens, the full value of video advertising can be unleashed by shaping the messaging by platform.

A panel led by ESPN Research. for instance, highlighted some results from their “Valuing Video” study on the effectiveness of video ads across TV, digital, and mobile platforms. Digital video impressions combined with TV impressions drive performance—especially purchase intent, ESPN concluded.

Head image taken from www.aaaa.org

Event Recap: Mobile World Congress, Day 3

Today is the last day of Mobile World Congress and despite the madness of 90,000+ attendees, 18,000+ exhibitors, and one massive taxi line, IPG Media Lab scoured the event one last time to find a few hidden gems. (In case you missed it, catch up on Day 1 and Day 2 coverage.)

EVA, an AI virtual assistant, combines facial coding and emotion tracking technology to provide personalized information and recommendations.
MWC2015 Huawei CarFi
Huawei CarFi turns your car’s 12 volt power outlet into a 4G LTE hotspot.
MWC2015 Heat Vac
This Chinese company showed us their unique process of molding and designing aftermarket phone cases using a heat vac.
SK Telecom showcased a 5G-connected robot mirroring human movement without latency thanks to the use of a sensor-emitting exoskeleton.
MWC2015 Korea Telecom
Korea Telecom demonstrated their personalized digital signage ads based on user affinities. Mobile users opt-in by setting their preferences through an app, and the ads are served through LTE.
HZO was running TVs and computers with electronic chips that were submerged in water.
MWC2015 SlimPort
SlimPort demonstrated their gaming port, which enables gamers to move the mobile gaming experience to the 1st screen (in 4K with latency!)
Good bye from Barcelona!

Thanks for following our coverage from Mobile World Congress! Look for a recap from the Lab coming soon.


AdWeek Event Recaps Masterpost

Over the last four days, The Lab attended and covered six NY AdWeek events in total, and here is a round-up. Click on the titles to read more.

Programmatic Sophistication: Riding the Next Wave of Innovation

The IPG Media Lab kicked off Advertising Week bright and early on Monday, attending a panel on the future of programmatic featuring Matt Seiler, the Global CEO IPG Mediabrands; Vivek Shah, CEO and Chairman, IAB; Neil Vogel, CEO, About.com; and Tim Cadogan, CEO, OpenX; and moderated by Alex Kantrowitz of Ad Age.

What Is Newsworthy?

On Monday, Michael Roth, the Chairman & CEO of IPG, moderated an Advertising Week panel with Rebecca Blumenstein, Deputy Editor-in-Chief, Wall Street Journal; David Pemsel, Deputy Chief Executive, The Guardian; Pete Cashmore, CEO & Founder, Mashable; and Greg Coleman, President, Buzzfeed; in which they discussed the future of the news and advertising’s role.

The Future Of Measurement

CBS’ Chief Research Officer David Poltrack, CMO of AOL Advertising Erika Nardini, and IPG Mediabrands’ Global CEO Matt Seiler came together this morning to talk about the future of audience measurement in a hyper-connected, multi-platform world. Representing the three key facets of the market (media companies, digital advertisers, and agencies, respectively), the three panelists debated shifting consumer behaviors and how the industry is adapting to such changes.

Future. Video 3.0

As part of our continuing Advertising Week coverage, this morning we attended a discussion on breakthroughs in audience targeting in cross-platform video advertising. Moderated by Scott Donaton, Global Chief Content Officer & Head of UM Studios, the panelists consisted of Bryan Gernert, CEO of Resonate; Jamie King, CPO of Keek; Andrew Snyder, Video Sales VP of Yahoo; and Matt Van Houten, Ad Sales Director of AT&T Adworks.

Proximity Marketing and Its Future

Continuing our coverage of New York Ad Week, today the Lab attended “Proximity Marketing, Wearables, and the Art of the Possible”, focusing on disruptive technologies and their impact on customer experience marketing. Led by Moderator Andrea Fishman from PwC, the panelists consisted of Fishman’s colleague David Clarke; Andrew Markowitz, Global Digital Strategy Director, GE; Mark Donovan, Chief Operating Officer, Thinaire; and Jordan Grossman, US Head of Sales at Waze.

Reimagine Retail for the Connected Shopper

“Reimagine Retail for the Connected Shopper” is the second Ad Week seminar we attended earlier today. Presented solely by Michael Dill, Managing Partner of Match Marketing Group, the seminar explored the various facets that today’s digitally connected shoppers are reshaping the retail market.


Event Recap: September 2014 NY Tech Meetup

The NY Tech Meetup celebrated its tenth anniversary Tuesday night with an audience of 800 and a special appearance by Mayor Bill de Blasio. Along with former Mayor Bloomberg’s visit in 2011, this is the second visit by a standing mayor to one of the city’s premier tech events. This month, NY Tech Meetup featured coding-free app creation, customizable product design, mobile payments, a heating detection sensor, and more

Mayor de Blasio used his surprise keynote to announce the creation of a Chief Technology Officer position in New York. The city’s first “tech czar” will be Queens native Minerva Tantoco, formerly of UBS and Merrill Lynch.

The rest of the NY Tech Meetup was populated by demos, precocious members (one of the audience members was eleven!) and the welcome trend of more women involved in tech.

The evening occurred under the shadow of Apple’s massive announcement that afternoon (“this is the second keynote you’ll see today”). Notable demos tonight were:

  • Dashlane, a mobile password/login/payment app that ensures quick and secure checkouts on mobile apps and Safari. It’s a beautifully designed app—users enter their name, shipping, and billing info, and never have to log in again. The recent announcement of Apple Pay will be very interesting for Dashlane; it was the elephant in the room all night.
  • Heat Seek NYC, a de Blasio-approved platform to detect apartment temperatures for heating complaints. Heat Seek explained that of the 200,000 annual heating complaints, many go unresolved due to unreliable data, leading to violations and health issues, disproportionally among low-income residents. Heat Seek NYC aims to fix that: their sensors can be installed cheaply, and will broadcast temperature data to make sure that a heating complaint can be backed up in court. Mayor de Blasio offered them a meeting with the Housing Commission, and the crowd gave them a massive ovation.
  • Bubble, a visual interface for app development in lieu of coding. Powerful and efficient, it includes a simulated front-end and back-end as well as a publishing element. The one troubling aspect is its lack of open source capability, but the functionality was impressive for non-coders.