OMMA 2007 Morning
When did conferences start having trailers? We got to see some good (?) trailers from Valueclick and Revenue Science
OPENING REMARKS:The View from Here
Nick Nyhan, Founder, Dynamic Logic and OMMA New York Emcee
Email is about to make a comeback
Will end spend continue to grow in the US or will it come from other countries
Is mobile the bridge between the digital and physical world?
Will brand marketers have to give up some control?
Does search look good because of brand terms?
What is the entire cost of search (pre search etc.)
When will social networks reach saturation?
What will we not be talking about next year that we are talking about now?
KEYNOTE: Warp Speed: Online Media, Marketing and Advertising by the Numbers
SPEAKER: Geoff Ramsey, CEO, eMarketer
Online ad spending continues to grow at a double-digit pace. Video is causing a stir among large advertisers looking to brand online. Social media sites like MySpace and Facebook are not only grabbing headlines but, now, profits as well. And every week a new whiz-bang technology or online advertising format is introduced with all the fanfare. How can marketers and their ad agencies keep up with the constant torrent of information? Which trends are real and which hyped? Get perspective and an objective look at the key trends you will need to watch in this kick-off session with eMarketer CEO Geoff Ramsey. Hold onto your seats!
Fragmentation, chaos of mass media
Waste of money on traditional media
Accountability
18% of consumers dislike all forms of advertising
Modern Marketing as Sisyphus
FOG—Fear of Google
GMOOT Syndrome—Get Me One of Those
“what is hype and what is reality”
-2.4% loss in newspaper spend
2007—Internet Surpasses Radio
28.6% growth in internet
Internet at 7.5% of all media
65% of all HH with broadband
The basis of content on the web is shifting—TV/Intenet
Average video per month 3 hours
$775 million on video this year
How to monetize video?
Pre-rolls, overlays etc.
What Google did for search, they will also do for video
The future of search
Smarter
Mobile
Local
Richer (with video)
Mobile ad spending projected 3 Billion by 2010
Mobile integration of the utmost importance
2.2% of online ad spend in social networks
4 strategies for social networks
Look listen lounge and learn
Advertise
Invite consumers to embed your brand on their profile
Build your own
Offer tools to create a community of interest
Second Life—all negative and close minded, he said “get a real life”—very professional
Five challenges
Fragmentation
Clutter
Eroding trust
Consumer in control
Trend-itis
Tags: OMMA, OMMA EAST, OMMA 2007, Mediapost