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

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?

Cellular Startups and Carriers the Next Google(s)?

The Wall Street Journal had a very interesting article today about how celluar carriers are shying away from partnering with Yahoo! and Google and instead forming partnerships with smaller entities that they can control. It’s interesting and exciting to me because it’s a modified pay per call play - not just search. This is truly exciting and potentially extremely lucrative.

I would like to invite Brian Lent, CEO of Medio and Dan Olschwang, CEO of JumpTap to have an interview or podcast on this blog shortly. Learning more about the specific people involved at the major carriers would be most interesting to me and I might make the same offer if they were to contact me. Seeing this article gives me significant context to the comments in the recent Google earnings conference call. I look forward to networking more with people in the mobile marketing space.