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Are big agencies taking over digital?

Are big agencies taking over digital? Sarah Fay

Randall Rothenberg is the President and CEO of the New York-based Interactive Advertising Bureau (IAB). He spoke with Sarah Fay, Chairman of the Board of Governors for ad:tech and iMedia, about the major changes he's seeing in the digital industry.

"A lot of the [recent] movement in digital...is from agencies with fantastic long-standing creative chops."

"Mobile spend is still quite low. CMOs are fascinated, they know it's coming, but they still view it largely as R&D."

"It's not clear whether tablets are mobile devices or not [when it comes to digital planning]."

"Creative shops...are forcibly taking back digital advertising from the digital natives."

- IAB President & CEO Randall Rothenberg

Find out more in this insightful interview. Use the conversation timeline below to navigate the soundbites.

Conversation Highlights:

0:00 - Randall Rothenberg: CEO and President of the IAB since 2007
1:45 - How do we explain the rush of innovation?
2:30 - Mobile is coming like a freight train
3:00 - The IAB mobile marketing center of excellence
4:15 - Spend is still low...CMOs still see mobile as R&D
4:45 - We're still deciding if tablets are "mobile devices"
5:50 - Major agencies are doing a lot of the digital work
7:30 - The IAB used to work primarily with media agencies. Not anymore...
8:35 - The inevitability of connected TV
10:00 - We're living in a multi-screen environment

Run time is 10:26


The Interactive Advertising Bureau (IAB) is comprised of more than 500 leading media and technology companies that are responsible for selling 86 percent of online advertising in the United States. On behalf of its members, the IAB is dedicated to the growth of the interactive advertising marketplace, of interactive's share of total marketing spend, and of its members' share of total marketing spend. The IAB educates marketers, agencies, media companies and the wider business community about the value of interactive advertising. Working with its member companies, the IAB evaluates and recommends standards and practices and fields critical research on interactive advertising. Founded in 1996, the IAB is headquartered in New York City with a Public Policy office in Washington, D.C. For more information, please visit www.iab.net.

Sarah Fay is a veteran of the media services industry. In her more than two decades of experience, she has developed and implemented groundbreaking new models for advertising and media. Over the course of her career, Fay has become a well-known...

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to leave comments.

Commenter: Sarah Fay

2012, January 27

Thanks Jen! There is no doubt about that as you know!

Commenter: Jennifer Lum

2012, January 27

Great interview Sarah! Mobile is coming like a gigantic freight train.