Ad:Tech 2007 San Francisco Recap

Randomized thoughts from Ad:Tech 2007. I have to say that this was my least favorite Ad:Tech in some years.  Nothing exciting, not much new.  Other than getting to meet and talk with the CEO of Organic, i have to say i would give this conference a B+.

Here are some of my notes and ramblings.  They all make sense (to me):

THEMES FOR THE SHOW
» the new ROI is Return on Involvement
» the search box: Pontiac. Increasing use of branding search vs. Url's because consumers browse this way anyway.
» open branding - let customers interact with you and your brand however THEY choose.
» Community concept - good for Entrust, clp, idw, etc...monitor but get at the 'naked truth'
» immediate access to content
» jargon watch "video snacking"
» short form
» video video video
» monetizing ad spend...tougher to realize
» next gen set top boxes based on telco tv. All the players want your bundeled bill. Wave will meld all mediums together. 20Megabit to households within 3yrs.
» 3 screens
» have to create a brand that is "the life of the party" so people will want to hang out with it
» get the web to the core of campaigns - tough shift for big advertisers
» chat and email is not the right time to reach me
» user 'profile' generated content is a huge opportunity...ability to serve ads focused on buyer behavior - don't show me a WalMart ad if I don't buy at WalMart

ECOMMERCE
» reviews have value, if you use the information to shape experience.
» lego derives 20% of sales from paid search (6000 english keywords)
» behavioral targeting -

INTERESTING PARALLELS
» runescape - games
» ad guys at SES
» search & viral are what matter
» ad guys are WAY WAY behind compared to search industry...still trying to harness the TV and create convergence...and regain control of the viewers eyeballs
» shift to ebay model...many carriers of the message...payout, or 'toll' are paid to the 'x' that can match a message to a viewer.
» creatives slow to adapt...people who don't have digital in their portfolio will die on the vine
» focus too much on youth and early adopters...low hanging fruit - easy convert - older audience spends the money.
» if you have the choice...always sell to rich people
» the library of congress staffs a full time person whose job is to monitor secondlife!

QUESTIONS ON ADPOTION
» will mainstream ever get it?
» passive people will embrace advertising without noticing it
» think your brand can launch and monetize a social network? You're wrong. If lays builds a social network it makes the assumption that because you like the same potato chips, you are in the same network...not true