I spent the last few days at Ad:Tech in Chicago. My high level conclusion is that the industry is much closer to establishing a framework to approach digital media. Let me explain what I mean.
Not too long ago, search was the new channel and everyone wanted to learn how to effectively use search engine marketing. Today, search is most often the entry point into digital marketing. The search-focused panel that I participated in was primarily Q&A, and the questions were more advanced than I have experienced historically. The audience asked about modeling and attribution, honing in on some of the challenges we face in SEM today.
Similarly, I felt like display is starting to find its footing in balancing brand and performance. Adam Curry of MTV fame, and now at Mevio.com, and others discussed the challenges in making display break-through for advertisers. Both in the examples showed and in the ensuing conversation, it struck me that there is a realization that the standard banner is limited in its influence. It's unlikely a campaign relegated to the standard banner unit could create the next Tony the Tiger for Frosted Flakes or Jared for Subway. In contrast, the 30-second spot in TV provides just such an opportunity – as long as the audience isn't fast-forwarding. That's not to say that great creative marketing can't be done online, but rather that it’s unlikely to originate in the confines of a banner.
As a result of its limitations, the general perception of the industry appears to be that banner advertising will increasingly become the realm of performance marketing. The rapid innovations in performance display, including display and data exchanges, are accelerating the banners primary shift to a performance vehicle. Clients appear to have a better grasp on their performance display strategy today than they did 6 months or a year ago.
Where does that leave brand marketing online? Adam Curry spoke a lot about custom implementations and "branded entertainment" as the way to move the needle for brand campaigns online. The CMO of OfficeMax talked about their "Elf Yourself" campaign which I see as a good example of branded entertainment. And video continues to be a hot topic both in use and measurement for brand advertising.
So we start to get a picture of the framework for digital marketing. Search and display advertising becomes the core performance campaign with advertisers capitalizing on the biddable media and dynamic creative delivery to maximize results. Pure brand efforts will focus on video, custom implementations or branded entertainment.
And as for social? Well, the Twitter session at Ad:Tech Chicago was packed to the gills. There's always something new to tackle. And that's what we love about world of digital media!
Justin Merickel
Vice President, Marketing and New Product Development
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