Advertising Week: Day Two Recap
After an event-filled opening day, the second day of Advertising Week dug deeper into innovative content with concrete lessons for attendees. Several panels presented strategies for reaching the increasingly diverse online audience, while others inspired by reminding us how to delight consumers. Read on for a recap of many of yesterday's key panels.
Where Are All the Black People?
This day-long summit had a clear mandate: to have participants walk away with job and internship opportunities or interviews. The morning's panel, moderated by Creative Directors Jeff Goodby and Jimmy Smith, discussed ways to overcome adversity in the advertising world.
From the @AOLAdvertising Live-Tweet Coverage:
"Make agencies mirror the multicultural world that we live in - Jeff Goodby #waatbp #gettalking #aw8"
"The advertising industry has to see through a curtain they've created and see experience in different backrounds - #gettalking #aw8 #waatbp"
Making Online Ads the Topic of Cocktail Party Conversations
IPG's Brian Monahan moderated this panel about a collaboration with IPG, UM and AOL's Tim Castelli to unlock the secrets of engaging online ads. Using various premium formats examples, including AOL's Devil units, the panelists described how to surpass benchmarks and shift metrics away from the ubiquitous click-through.
From the @AOLAdvertising Live-Tweet Coverage:
"We need to get better at finding engagement metrics that we can all get behind as an industry #gettalking #aw8"
"The most valuable currency on the web is attention #gettalking #aw8"
CNBC's Masters of Monetization
With a lineup of some of the hottest companies in the social space, it's no surprise that this panel had attendees lined up out the door of the Times Center. Panelists from Facebook, LinkedIn, Huffington Post, Groupon and BuzzFeed discussed the challenges marketers and agencies face- culturally, organizationally and through a lack of understanding- in infusing social into their brand messaging. Undoubtedly, though, social is at the heart of the key to every successful campaign: making an authentic connection with consumers.
From the @AOLAdvertising Live-Tweet Coverage:
"Don't just slap up a brand ad, cultivate an experience that ads value - Colleen Soriano #gettalking #aw8"
"Try and help a company find a cure. Show them what's possible and how social can make their business better - @Facebook #gettalking #aw8"
The Shift – Is Mobile attracting traditional dollars the way digital has not?
Digital leaders shared their perspective on the rise of mobile and how it parallels their first endeavors in the digital space. The panelists proposed that because mobile reaches across multiple platforms, it will undoubtedly grow well beyond digital.
"Research has shown that people aren’t addicted to their phones, they’re literally in love with them
People see mobile as a tool that can drive action in the real world. –Joel Lunenfeld"
Culture – The New Creative Brief
A great lineup from some of the top multicultural agencies in the space illustrated the unique approaches they take to understand diverse consumer groups and how to build that into brand messaging. The panelists entertained the audience with culturally relevant video spots, including several campaigns where the creative had been subtly tweaked for different audiences.
From the @AOLAdvertising Live-Tweet Coverage:
"Corona's tagline “Refreshes who we are” can have added cultural resonance – from a spot showed by @twonzel #gettalking #aw8"
"What is the difference btw multicultural and general market? @kimbealle says general market IS multicultural #gettalking #aw8"
Playing the Symphony of Screens or Creating Cacophony?
In a wonderful departure from the format and content of many panels, Bill Buxton came onstage solo to inspire the audience and challenge them to think outside the box. The best innovation, he posited, is both obvious and surprising- exactly the effect he achieved with his presentation. In his broad 45 minute talk, he turned ads on their head by creating a new format focused on utility and disproved the universalism of gesture.
From the @AOLAdvertising Live-Tweet Coverage:
"Bill Buxton's talk: Will Gibson, "The future is already here, it's just not evenly distributed." #gettalking #aw8"
"Bill Buxton: Computing is going to disappear, only the services will remain. #gettalking #aw8"
Real Moms : Real World Conversations
Jim Norton, AOL SVP of Sales, rounded out the evening with a down-to-earth talk about mothers and how the local space can fulfill their unique needs. Much of the conversation centered around community and how crucial it is for mothers, both on- and offline. CafeMom EVP Ann Lundburg, Babble VP Alisa Volkman and Parenting Group Editorial Director Rachel Fishman shared ways their companies were approaching the issue. Patch president Warren Webster (whose self-described qualification for being on the panel was “having a mom”), told the audience that even if it isn't explicitly mom-centric, content like weather coverage and product reviews provide an important service for moms.
From the @AOLAdvertising Live-Tweet Coverage:
“Moms never want to be sold to, but want to be influenced and be an influencer. Jim Norton #gettalking #aw8”
"When you become a parent your world changes drastically and you realize quickly you need to build a community #gettalking #aw8"
Patch Block Party
The day closed with a bang! Several hundred people gathered in the Times Center lobby to celebrate at the AOL-hosted event. Attendees enjoyed Patch-themed cocktails and hours-doevers
for several hours to close out a successful second day.
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For more AdWeek coverage, follow us on Twitter at @AOLAdvertising. We're live-tweeting panels all week to keep you in the loop. Let us know what you think by using the hashtag #gettalking.
