This week, despite all that extra security and talk of “resistance”, the Hippo jetted off to AdTech in the Big Apple. Yea, we know .. another show, more sponsors blowing hot air, lots of chatter about advances in ad network platform technology, (see Rubicon Project news) and industry parties echoing the decadence of the ’80s but not quite achieving it.
The Ad Tech program is actually quite good – from redefining digital to putting people back into marketing (less technology is actually better which is a complete 180 from the Rubicon news of more technology). And speaking of technology, if you can manage it and have the magic mathematical formula that gives you that elusive WiFi, you can download the AdTech iPhone app and get all jiggy being mobile.
Measuring TV is one program we plan on attending. It seems to be the topic du jour currently whispered around the internets and Twitter – where many bylined executives and game-changing bloggers have heralded the second coming of advertising protocal due to the fact that the industry as a whole, lept from TV to online without thinking about it. We even wrote a post about it here – We are all Nielson Families Now.
And in one of our better moments, we went on record as saying here that: Digital is the first advertising medium that can in fact be measured – at least at a level of accuracy that doesn’t rely on regression analysis.
But, we obviously digress. What we DON’T see on the AdTech conference program is any reference at all to the complete disarray the online advertising industry, and its pilot fish ecosystem, is actually experiencing. Chatter on everything but what is really going on with marketing managers and ad agencies when it comes down to getting the consumer to engage with a brand over its lifetime. What is it that is actually needed to get the consumer to click?
Regardless of the fancy technology you use, digital marketing to teens, knowing that data is the new “oil”, and engagement of the geo-local consumer, the fact remains that there is a lot of noise out there, where there maybe should be some silence… coupled with thinking, sprinkled with focusing.