Top 5 Takeaways

from ad:tech sf

What Is Ad:Tech?
For more than ten years ad:tech has attracted media, marketing and technology professionals who seek to learn about the newest trends and bestin-class case studies to succeed in this ever-evolving digital world. ad:tech’s global network of 10 shows in 7 markets positions the conference as one of the leading destinations for digital marketers worldwide. This is BBDO San Francisco’s observation of the top 5 takeaways from ad:tech SF 2011.


Photo credit: Michael Rubottom michaelrubottom/sets/72157626353775587/

Top 5 Takeaways

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Everything is Digital Social Media Influences the Entire Purchase Funnel Humanize and Localize Content to Create Relevant Consumer Experiences Mobile Strategies are No Longer a “Nice To Have,” They are a “Need To Have” Social Games are More Than a Fad



Everything Is Digital
Digital has integrated into all aspects of the brand experience.

Brands are moving 10–30% of their budgets toward digital spending. Visa dismantled its digital marketing group and integrated offline and online activity to focus on its core business. The move punctuated the company’s efforts to integrate digital across the brand. Brands are starting to require a lot more from their digital partners to produce work that is tightly codeveloped instead of outsourced. We will begin to see more partnerships between brands and digital partners. And even begin to see brands evolve as digital media platforms in their own right. The resulting work that will be produced will be relevant to the entire scope of the brand.

“[Success is] if you are able to use your digital capability to build the totality of the brand to satisfy financial targets”
6 Photo by Laura Lea Nalle

~Antonio Lucio, CMO of Visa


Photo credit: Michael Rubottom


Social Media Influences The Entire Purchase Funnel

Consumers are increasingly turning towards the social Web to guide them through their purchase decisions. This has disrupted the traditional purchase funnel and created opportunities for brands to leverage social media to build advocacy. Brands have begun to migrate from the funnel of “yell and sell” to “an army of advocates.” Brands should engage with consumers via social media to build brand loyalty with three principles in mind: 1 2 3 Sharing is the new giving Participation is the new engagement Recommendation is the new advertising



Humanize and Localize Content to Create Relevant Consumer Experiences
In a time where consumers have deep distrust in large corporations, the best way for brands to communicate with consumers is to show that they care and have compassion.


Photo by Laura Lea Nalle

Arianna Huffington quoted Craig Newmark, stating that “Trust is the new black” for businesses. And showing humanity is the key to this approach. Humanizing is critical right now because it has evolved to be not just good for society, but also good for the bottom line. Starbucks’ “Love Project” is an example of this.

Content is further humanized by being local. Marketers must embrace the importance of localized content to remain relevant and create a more a personalized experience for consumers. This trend is especially significant because of the growing popularity of locationbased technologies that converge online and offline experiences. The emergence of locally-focused digital communities, such as AOL’s hyperlocal news blog Patch, is a prime example of how this movement is coming to life.



Mobile Strategies are No Longer a “Nice To Have,” They are A “Need To Have”


When considering the mobile space, marketers are asking less about specific tactics, like apps, and more about overarching strategies. Mobile can extend the shelf life of traditional campaigns or be the platform for entirely new content and experiences. Marketers have to decide which platforms best serve their needs. For instance, they can use mobile ads for awareness and reach, but also use applications for utility and long-term engagement. Elements of a successful mobile experience: 1 2 3 Ease of access to content Overall usability (game mechanics or utility) Free or freemium subscription models



Photo credit: IntelFreePress

Social Games are More Than a Fad
Gaming has evolved into a huge market in the U.S., with top social gaming apps earning the reach of TV’s top rated shows: • ityville (Zynga) averages 20MM C daily users compared to Glee’s (FOX) 13.7MM viewers • Experts believe that soap “ viewers, particularly stay-at-home moms, are increasingly finding the connection inherent to social games far more compelling than the goings on in Pine Valley (fabled town of soap opera All My Children).” –Adweek Globally, Asia is the fastest-growing social gaming market, driven by a culture that embraces gaming, an established technical infrastructure and consumers who are receptive to the freemium content. Though the U.S. social gaming market is maturing with Facebook (platform) and Zynga (publisher) being the dominant players, there is a significant opportunity for monetization: • urrently, only 1–5% of social C games monetize their users through advertising. 14


Photo by Plantronics




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