MACHINE's Andy Gilder at Ad mechanic NYC

Dryer Andy Gilder at Ad Tech NYC As a venue for a global digital marketing national gathering, There are few more fitting places than new york. The modern nature of its people, The sheer level of digital 'connectedness' around you and the glut of marketing collateral in instant environment make for a city that is as much about marketing and technology as it is about anything else. Add to the proverbial melting pot factors such as the near catastrophic Tropical Storm #Sandy, A Presidential Election slap bang within the center of my visit and a surprise 3ft snowfall and you're in some position to understand the context within which I experienced this year's Ad Tech Conference in the Big Apple. That's a lot of conferences about digital as well as certainly, Upon the opening of the expensive vacation event in New York's Javitz Centre, It was mechanically apparent that the operation had been performed before - the stack and pack nature of the layout and the 'too well practised' opening vitriol by the man in the funny tie belied the superlatives being dumped across the Twitter stream. For a first timer much at all as i am however, Easily-Practised means well organised and the expensive vacation event was nothing if not well polished. Far more two days, More than 65 individual sessions passed off - far too many that allows you to attend them all. The gigantic venue, Which we only used a third, Had space enough to suit a large 'keynote' hall in which the marquee speaker sessions took place, While sporting sufficient breakaway space to run simultaneous 'deep dive' sessions on more practical pursuits. ohio, Don't forget the Expo floor using more than 300 exhibitors (Most of whom were selling repackaged versions of the identical ad serving network BTW). Here's my pick of that which was there: Vc's talk sense Fred Wilson is a managing partner at Union Square efforts- one of those companies that you should Google if you would like know where money really comes from. Give up. He was also a big part of Geocities back when it was system of choice. only, The dude's made some loot and has no reason in order to punches - it makes for great digital pitch theatre. Fred talked at length about Tumblr accumulate, And how crucial he felt it was that town of users was built before a revenue model was established in detail- your "Users and simplicity must come first" Circumstances we hear so much about. When pressed on whether he thought Facebook was now messing it up by finding a way to 'work ads into the equation' he mentioned that a $1 billion a year profit world of retail "Marc is sometimes doing something right" And that he felt Zuckerberg and Facebook would change it, Although the current fiddling with Edgerank wasn't quite working. Fred's take on build for community first and worry about revenue later is neither a unique nor particularly groundbreaking assessment of large scale platforms, But the way he articulated the point from a venture capital (Assess: Excellent return on your investment) angle, Gave me some new mobile advertising companies light on the challenge. There should not be a surprise to hear that Facebook was a hot topic of debate for many of the speakers, And a single panel discussion brought out an interesting line of thinking from another VC Superstar, Marc Cuban. Cuban would later write a lengthy and highly publicized article about where he would be spending his brands' money forward motion (bit: It is not Facebook) And when a guy with holiday seasons clout says he's moving his ad spend, People typically listen. Have a read of their article here Nobody else has 'figured out' mobile as of this time. Alfredo Gangotena, MasterCard's global chief advertisements officer, Talked to the crowd about the roll-out of mobile payments - you will find, He did acknowledge that in the course of the future, The 'card' part of MasterCard shall be replaced by a mobile device of some kind. In an illustration of this using big data wisely, He spoke about how corporation uses payment location data (That they can get when you swipe your card at the POS) To plan shop based mobile social media marketing companies6 - and then using the most successful of those campaigns to find where and how to promote their in store activations or reward schemes. In a figure that I rather enjoyed, We heard that from a revenue view, The island of Manhattan is more valuable to the brand than the entire archipelago UK. Similarly, He talked about how South Africa did mobile payments longer than anyone and how we do it well. When he taken of M-Pesa and it attaining your goal in Kenya, Throngs of US journalists furiously scribbled notes and as partners held their breath. It was refreshing to sit in a room full of know it all geeks and watch some of them balk at what we've come to expect as standard in the mobile marketing arena. Provided, There were some great global executions of mobile solutions, But we're at the forefront from a payment opinion in South Africa - let's keep pushing the limitations. In the closing keynote of the convention, A panel of genuinely enlightening speakers spoke about 4 of technology's behemoths (Google and yahoo, Apple company company, Flickr Amazon) And what the near future had in store. As a group, They believed Apple's line of attack of "Less substantial and smaller" Is losing the effects on consumers in general, We have any bugs or issues (Think the IOS Maps ordeal) Will be used as a function of consumers to look elsewhere, Now that the rest of they have worked out how to create beautiful products. Time will surely reveal all. The thoughts about Facebook and Google were nothing new, But to listen to how tech and consumer savvy Americans talk of Amazon, You must feel we're losing a lot of the "Nutrients" The brand brings the market. Information like "Amazon is more dominant in cloud services than Google is from search" Were threw around, And as 75% Commissions On CB! Plus Bonus Commissions Paid Directly Totaling 100%! Killer Salecopy. Evergreen & High In-demand. Awesome Support. Created By Real Job Recruitment Expert: The Ultimate Job Interview Survival And Answer Guide a South African with not much more exposure to Amazon than downloading an intermittent book to my Kindle, I found what amount love shown to the brand staggering - the panel did don't you have a bad word to say. "They are more client focussed than any of an additional three, "They've got the back end commercial structure to become a deliverer of anything" Likewise "There's not a day goes by that I do not receive a delivery from Amazon" Blew my thoughts. I've looked at noise about the brand build since my return - it is best to do the same. How brands are bringing into play their digital agencies Ultimately, And perhaps most recent to the pure 'ad-Folk' in the world, Were the discussions happening around the client/agency partnership. One workshop defined featured Bess Spaeth, VP of participant digital marketing at American Express, And a lively debate with pretty decent audience engagement was had on topics around agencies being remunerated on a performance basis. The room was undoubtedly divided, Although obvious to see was that employees from media agencies openly stated it was "The longer term, Oddly enough, From the brand viewpoint, AMEX believes that while the perfect solution is may well work for media agencies, The pay for general ability model hinders the creative process and AMEX prefers a broader retainer solution with their digital creative shops. As a quite recent medium, It fought, Digital was in a position to continually evolve beyond what already existed and that by holding agencies' back pockets accountable for success did not look at innovation and the brand building good will that comes with it. Instead performance remuneration ensured their creative agencies would stick to work that is 'safe' to make sure billings are consistent. The panel's opinion was that with digital work moving forward, Bigger retainers with creative agencies would ensure the 'always on' nature of aspects such as social would be met - events covered in order to obtain unique content, Proactive work could be performed by resources who were always on hand to work on the brand, And innovation would be driven by those looking to push creative boundaries. Locals call it the area that never sleeps, Nonetheless, "Metropolis of excess" Would be a moniker that would suit New York equally well as any. From the overly aggressive and fast paced attitudes of people on the daily commute to inhabitants gorging on their own astronomically heavy calorie laden foods, My trip to New York was as much a college degree in excess as it was about digital marketing. It is in keeping on this notion of excess that I'd sum up the conference as a whole. AD Tech was market packed full of fascinating people and topics, But in thinking about that its ample contents where squeezed into just two days gives you an idea of just how stretched one feels when trying to take in everything on site. Eventually, I probably took in just 40% of what was on offer, Despite not missing a single session of consulting. yup, You possibly can was fantastic, But it was also market too rich and heavy for so short a time, And while it was ultimately an experience I'd repeat time and again if given the chance, I'm still processing the glut expertise and insight I picked up over the two days