Advertising Week: Day Three Recap
One of the most powerful sentiments of the week - "Everything in the advertising landscape is different, but nothing has changed" - shaped the third day of Advertising Week. This theory came from Michael Orvitz, an advertising luminary who eloquently described the big idea of the week. New technology has changed the industry, but marketers still want to connect with consumers in the most basic way. For a recap of this and other panels, see our coverage below.
Brands as Content/Content as Brands
In an eye-opening one-on-one interview, Michael Ovitz, one of the top 100 most influential people in advertising, appropriately said that everything in the advertising landscape is different, but nothing has changed.
Over a series of two panels, pioneering marketers, agency leaders, and publishers described the increasing demand for content. Though content can be categorized as media, brand, or social content, the lines between the three are being blurred. Further, agencies and brands are being fused together as companies acquire agencies and build creative in house. Overall, one of the most important takeaways was describing how consumers interact with content; their demand is insatiable the they’re keenly aware when marketers try too hard. Entertainment is one of the most effective ways to meld content with advertising and to create a lasting impression with the consumer.
From the @AOLAdvertising Live-Tweet Coverage:
"25 years ago, there were only 4 gatekeepers of content. Now we have none. –Michael Ovitz"
"The digital world is like quicksand. The demand is insatiable and you have to always provide new content -John Partilla"
Wired Innovation Panel
Now is the best time creatively for agencies, developers and brands - the potential new platforms present myriad possibilities to reach consumers. However, there is also a lot of fear- will this new idea work? Will the client "get it"? Will their consumers? Can this new platform deliver on client and consumer expectations? If brands know what they want to say to their consumers and if agencies understand how their clients want to reach their consumers, innovation can work in meaningful ways.
From the @AOLAdvertising Live-Tweet Coverage:
"FB fans are valuable but the number doesn't equal success- it's the relationship you then develop with them. @markdarcyNY #aw8 #gettalking"
"It's less important to be there first and more important to do something right- despite the PR halo. @jasontanz #aw8 #gettalking"
Bands and Brands: The Resurgence of Branded Entertainment and the Death of "Selling Out"
There is this perception that if a band is working with a brand they are selling out. But, if a synergy exists between a band and a brand, a mutually beneficial relationship can develop- brands reach consumers in a relevant way and bands can target a wider audience. New platforms and ways to acces bands and brands can also emerge, creating a richer experience.
From the @AOLAdvertising Live-Tweet Coverage:
Brands want to be relevant which is why they like working with bands. #aw8 #gettalking
Performance Display: The New Search?
Leading publishers and tech providers discuss what performance display really means. After delving into a multifaceted explanation, panelists spoke to a trend in more relevance in display advertising. While search has maintained dominance through highly targeted ads to a very engaged audience, marketers are now infusing information and interactive capabilities into their display ads in order to compete.
From the @AOLAdvertising Live-Tweet Coverage:
"Performance display is in the eye of the beholder. Every advertiser has a difference objective – Sean Downey"
"The big challenge of display vs search ads is a passive vs active audience"
