Writing from ad:tech San Francisco 2009

Open Session of ad:tech San Francisco 2009

I’ve been busy writing up articles for the ad:tech San Francisco session for the great folks (like Steve Hall and Angela Natividad) at adtechblog.com.

I have one more article to go, but I thought I’d share what I have so far. Please note these articles were highly rushed – writing in either in the press room or right after a night of free cocktails at an ad:tech after-party – so apologies for the uneven quality of the writing.

1. SEO Tactics for Every Flavor: Mobile, Local, and Video Search
   Today’s search landscape shifting beyond doing using SEO to optimize for your text-based websites for people doing searches on their desktop browser. In the era of search anywhere via mobile and where even your grandparents are sending you YouTube videos, it’s a changed landscape for SEO as well.

   Partnering with the SMX conference series, well known for covering the search marketing space, ad:tech hosted some great panelists on the topics of SEO for mobile, local and video search which introduced the audience to very actionable and tactical information you could implement right away.

2. Targeted Ads for Television: As Elusive As It Ever Was
   One of the interesting aspect of the “digitalization” of media is “traditional” media slow movement to become more trackable and targetable. Televisions, the grand-daddy of all mass media, is one of them. The “TV 3.0: Reach + Targetability” session covered this very topic. Unfortunately, the holy grail of targetable television has proven as elusive as the actual Holy Grail. From the case studies presented, we seem no closer to targetable television advertising than from what I saw from last year’s ad:tech session on the same topic.
3. Employing Data for Insights…in Three Steps
   Being a contrarian, I opted to attend the “Know Thy Customer: Hard Data + Fresh Insights” while next door, the “UGC + Social Media” session with CNN and Facebook had a standing-room only crowd.  This decision was based on how the session intended to address challenges facing a modern agency of continual optimization: 1) how to derive insights from data analysis; and 2) how to connect insights to decision making.
4. The Modern Agency Session: Agencies Continue to Evolve
   The panel included a strong selection of diverse backgrounds and known players in the interactive space: Neo@Ogilvy, Enfatico, Agency.com and Crispin Porter + Bogusky. This year’s panel proved very illuminating. Discussions were not so much defining what the “Modern Agency” is, but rather the external forces that are forcing agencies to change.

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