Executives from Johnson & Johnson, Brightcove and Walden Venture Capital separate the myth from reality about emerging platforms like gaming, mobile and video.
Blog, vlog, podcasting, vcasting, gamevertising, advergaming, DVR and TiVo, PSP, VOD and mobile. This is the "third screen"-- the array of invented words and the alphabet soup of initials and abbreviations that now pervade current discussions about the media environment and the future state of marketing, all so numerous that they inspire mental fatigue.
Just trying to track down what all of these things mean can be a full-time job. And at some agencies, it is. It has marketers hand-wringing and agency executives rushing to advise them how to respond and how soon.
Is what author Michael Lewis once called the "new new thing" justified and necessary? Which platforms are actionable today and which should be watched over the coming year? Which will enjoy unprecedented adoption? And what do the advertising models look like?
During this session, emerging media and technology specialists will separate the wheat from the chaff and pinpoint just what is irrational exuberance and what really is the "new new thing."
Speaker Bios:
Adam Gerber develops and implements advertising products, strategies and initiatives at Brightcove by working collaboratively with publishers, affiliates and marketers to identify next-generation consumer touch-point opportunities. He is widely recognized as a leader in interactive media and new media advertising with over 15 years of agency media planning and buying experience-- almost half focused on emerging platforms.
David Adelman is responsible for developing success models for emerging digital media and scaling them across Johnson & Johnson globally. By focusing on creativity, measurement and best-in-class agency partners, Adelman's team has led a tenfold increase in J&J's online advertising spending since he joined the company in 2002.
Kate Everett-Thorp advises many of Walden's portfolio companies including Pandora & MeeVee. Everett-Thorp is the former president, Digital Worldwide at AKQA. She oversaw all advertising operations across AKQA's offices in San Francisco, New York, Washington D.C., London and Singapore. She was also responsible for greatly expanding AKQA's operations with new clients like ESPN, The Gap, MSN, and Coca-Cola's global account.
Doug Weaver, president of Upstream Group, has worked with over 100 leading companies, including Yahoo, USA TODAY, CBS Digital Media, Dow Jones, MarketWatch, National Public Radio, ESPN, About.com and The New York Times.
Note: Our podcast theme was written by Derek K. Miller. Visit him online at penmachine.com.
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Speaker(s): Adam Gerber, David Adelman, Kate Everett-Thorp, Doug Weaver
Format: 48:00, 16.9 MB, MP3
