Advertising Week: Day Four Recap
On the fourth and final day, it became clear that the digital advertising landscape as we know it has definitely changed. A click can mean the user wants to learn more about the product, or it can mean they clicked on an ad by accident. Time spent on a mobile app can mean interest and engagement, or it can mean a poor user experience where they aren't finding the item they're searching for quickly enough.
Building Your Brand Online
The metric of online direct response advertising has become inappropriate for brand advertisers online, but goals for ad campaigns continue to be to drive clicks. Branding online depends as much on the creative of the ad, as the environment the ad is served in. Right now the "internet looks like Tokyo at night" says Wenda Millard. We need to clean it up and creative for online ads needs to catch up to the emotion-provoking creative of TV.
Vidal Partnership Summit
As the 2010 Census revealed, America is becoming an increasingly diverse country, making the term All-American basically moot. In this panel moderated by Ad Age, AOL and Telemundo both spoke about their multicultural strategy. Personalization at scale is one of the ways AOL is serving their multicultural audience by allowing them to choose their current home town and their country of origin. Telemundo and NBC Universal are integrating more diversity in their mainstream shows to reflect their changing viewership.
From the @AOLAdvertising Tweets:
“Including multicultural in your campaign isn’t just PC, it’s good business.” -@Telemundo
A View From The Top: How Major Brands Are Succeeding in Mobile
In this panel, Jason Newport of Carat and Paul Gelb of Razorfish let the audience behind the scenes of some of the most successful mobile campaigns they've seen. Location, contribution, and personalization are some aspects of these successful campaigns. Paul Gelb found that 50% of all movie ticket sales were purchased on a mobile device this summer, emphasizing the importance of commerce through a mobile device. In addition, the two talked about the huge opportunity for retailers to sell their products in a tablet-friendly way, which in their opinion is the best user experience for online commerce.
From the @AOLAdvertising LIve-Tweet Coverage:
"94% of television watching has a distraction, either by mobile or tablet -@PaulGelb #gettalking #aw8"
"Proximity and location on mobile devices are game changers when it comes to targeting -Jason Newport #gettalking #aw8"