ADVERTISING WEEK ANNOUNCES ASIA CONFERENCE
Advertising Week will hold its inaugural Asia conference in Tokyo in 2016, kicking off on May 30th, Matt Scheckner, CEO, Advertising Week and Stillwell Partners, confirmed to Cynopsis. Watch our daily newsletter for additional details as they develop.

BIG DATA
PwC passed along to Advertising Week attendees some key data points on hot industry topics. Among the stats:

Programmatic revenues totaled $10.1 billion in 2014, comprising about 20% of total Internet ad revenue ($49.5 billion), including mobile, and comprised a majority of display related revenues.

Fifty percent of adults identify as binge-viewers, and the intensity of their binging is increasing: 55% said they binge viewed more frequently in 2014 than they did in 2013. And not surprisingly, millennials binge most frequently: 53% of 18-24 year olds say they binge on a daily or weekly basis.

THE JOURNEY OF DATA-DRIVEN MARKETING: A CONVERSATION WITH RICK ERWIN, PRESIDENT, AUDIENCE SOLUTIONS, ACXIOM

What makes this an important topic in today’s media environment?
“There is a major shift underway in how advertising is planned, executed and measured. We grew up in a measured media world, where media budgets were allocated according to broadly defined target audiences, with reach and frequency goals. This method evolved over many years to be very sophisticated and effective for many advertisers. Even so, it resulted in a great deal of wasted ad spend because many impressions in every media plan reached consumers not in the defined target.Now that most media is digital, it is addressable at the individual, household or area level, and we can ensure a tighter ‘fit’of the target audience to the budget in many cases.”

What are the important takeaways from this panel?
“Audiences, by definition, are contextual.People are not products of what they read in an email or the conversation they had in a store.Their perception of any brand is the sum of every interaction they have had with them.As a result, businesses must be able to tell a cohesive story and deliver cohesive communications to their customers across all touch points.Marketing is marketing and it doesn’t matter whether we reach customers on their mobile device, in person or via an ad in linear TV  the key is to deliver relevant content that resonates with customers wherever they see it or hear it.”

PANEL SNAPSHOTS

Janet Balis, Principal, Advisory, Media & Entertainment Strategy Practice Leader, Ernst & Young LLP, on “Managing Disruption”:
“It is widely accepted that the media and advertising industries are undergoing exceptionally rapid change and disruption.  New content brands and experiences can be created at scale more quickly than ever before. Meanwhile, algorithmic approaches to content creation and curation are being blended with tested journalistic and editorial practices. And, marketplaces are blending approaches across teams of people and ecosystems of technology. The key is to have an informed and thoughtful approach to building and executing against a plan for change, which is no longer optional.”
Superpower?
“I would like an invisibility cloak once in a while. And as much as I enjoy video call technology, given the global shifts in business, I’d certainly welcome some Star Trek-style (just dated myself) teleporting to keep us all off planes once in a while.”

Jeffrey Cole, Director, USC Annenberg Center for the Digital Future, USC, on “How Sports Fans’ New Behaviors Will Disrupt Every Aspect of Marketing & Advertising”:
“There has never been so much good and bad television content available. Almost all viewing by those under the age of 55 is on DVRs or streaming, and the only content people watch linear and live is sports, especially NFL Football. If content is king, sports is the ‘kingest’ of all programming.

MARKETING AND AGENCIES: 2025
What will best-in-class consumer engagement look like in 2025? The Future Foundation and IPA, in conjunction with Advertising Week, published a report earlier this year looking at this provocative topic, and Melanie Howard, Chairman, Future Foundation, led a panel on Thursday looking at some of the findings.

The report includes a “Consumer Tech Timeline” showcasing some expected trends, among them a that a majority of consumers will some sort of wearable technology in 2020; and Artificial Intelligence will deliver real-time service improvements on a range of platforms.

Well, that does it for our Advertising Week coverage. Thank you for reading, it was a great event, and we wish all 95,000 attendees (we counted) safe journeys home. See you next year!

By Rod Granger

Roberta Caploe: Associate Publisher @robertacaploe
Diane K Schwartz: Senior Vice President, Media Communications Group

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