Spongecell’s New York Sales and Marketing team attended Ad Tech this week. Highlights were keynote addresses by Nick Brien, CEO of Universal McCann; and a keynote panel discussion on the state of the industry with Randall Rothenberg, President and CEO of IAB; Michael Barrett, Executive VP, Chief Revenue Officer of Fox Interactive; Arianna Huffington, Co-Founder and Editor-in-Chief, Huffington Post; and Suzie Reider, Head of Advertising Sales, YouTube.
Nick interwove creative video clips into his talk to illustrate the transition from old to new media, a term he prefers over “interactive” or “digital.” He emphasized how the goal of distributing and communicating a brand’s message is to create an exceptional experience for the end user. Nick foreshadowed comments his peers made this morning in the panel discussion, in which they all agreed that creative assets have to engage in such a way that advertising makes a contribution rather than a disruption to time spent online.
The panel also talked about the shift in the internet from talk about portals to platforms, and how eventually the open platform developments we see now will become so commonplace a decade ahead we will take them for granted. This reminded me of when I was a kid, and newscasters used to say “Live, via satellite” and now everything is via satellite – it’s just the standard medium, there’s no need to announce the obvious.
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