ad:tech Chicago 2006 - Disruptive Technology for Fun and Profit, Sponsored by Avenue A | Razorfish

July 30, 2006
Filed Under Branding/Buzz/Viral, Change Management, Customer Experience, General, Mobile Search Marketing, Reputation Management, Search Engine Marketing |

Moderated by Dave Friedman, president, Avenue A | Razorfish Central region

Denise Chudy, Google

Marc Stephens, Michael Miller, Bruce Woolsey - Avenue A | Razorfish

This session was awesome in that they just took questions from the get go and it was a confident and free flowing session with a lot of progressive thought and positive energy in the room!

Mark – Apple, Ipod, Itunes

Denise Chudy – Automotive – now Consumer Package Goods – General Motors is taking risks.

Michael Miller – Online properties of ATT – ATT/SBC – through Word of Mouth

Bruce Woolsey – New Media – Buzzmetrics – algorithms of data analysis – leveraging data of combinations Gatorade – Buddy TV – interactive – 125,000 friend on myspace from simpler. People are still cautious with banners.

Denise – Use Google Video

Michael – how to you measure the value of the something on myspace. Using myspace is a delicate balance.

Mark – It will continue to evolve.

Michael – Dremel – don’t try to replace fragmented discussions.

Bruce – Get over the fear. It’s done. More ways to engage with consumers!

Denise – build the niche audience. Movie studios are getting word out quickly.

Audience – How do I make fragmentation my friend?

Bruce – Mobile media. You don’t need to be yet. 18 months from now, it is going to be different. Do some test marketing with Mobile.

Audience - Where do you see marketing going?
Bruce – Evolution. People are in control. Do you really want to copy TV? (as it is dying).

Mark – Higher level of accountability points to the digital side leading it.

Michael – Percentage wise – are less than 5%

Audience – How do you see mobile marketing transforming and developing in the US?

Denise - Click to call – relevancy – short messages – testing it in Japan – Google Maps. When they are looking – not push.

Mark - Largest platform. Can’t blast things out. The industry needs to self-police this issue. Mobile is going to be powerful. Ad supported content.

Dave Friedman - Could there be ad supported content model for mobile?

Bruce – Video is going to be interesting. Advertainment. Branded applications. I can download running routes.

What disruptive technologies are getting ready to launch and create adoption?

Denise – API adoption in consumer brands.

Mark – Google Video and Youtube are game changers.

Michael - The existing forms are getting better and better.

Bruce – Advertising approaches where the consumer is in demand. Interactive video is the most powerful medium we’ve ever had to use. How does one chose that?

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