POV: Advertising Week New York
Mindshare Point of View
Advertising Week brings together industry leaders across marketing, media, technology, and entertainment. In New York, the conference celebrated its 13th year, featuring over 260 daytime seminars and workshops from September 26-30. Mindshare sent a team to report back - here were some of the key themes.
Details and Implications:
Politics and Marketing. Following the most widely viewed U.S. Presidential debate in history, a number of seminars dug into the political arena covering social media, polling and brand strategy. For marketers, the insights behind storytelling on the campaign trail can be extrapolated to brands—no matter who or what you’re selling – and the main lesson was to always be clear about what your brand stands for and what you’re offering your audiences, versus letting the competition define you. It was also interesting to hear from the team at FiveThirtyEight (the opinion poll website) about how close the election is, the polling process overall and the importance of putting human faces on the polling data they model to better understand how and why certain audiences have been driving unexpected results.
Gender Equality and Diversity. There were more than a dozen panels last week focused on gender, diversity and inclusion and there was also new research released by the 4A’s and Ad Week itself. At the seminars, there was consensus around the need for more focused recruiting efforts in this area, as well as data-informed talent development.
The Future of Mobile Messaging. Facebook Messenger, WhatsApp, WeChat, Kik and more were all heavily talked about. eMarketer projects that 2.19 billion people will use mobile messaging apps by 2019 and more and more advertisers are starting to get on board, with everything from chat bot experimentation to emoji keyboards and beyond. One crucial strategy for brand marketers is a unified communication – brands don’t want to introduce a tool or integration in mobile (particularly within such a personal platform as messaging) that doesn’t talk to the rest of their brand communications/ecosystem. The expectation on the part of consumers is high, so the connectivity between different systems needs to be seamless.
Native Advertising, Data and Targeting. It’s no secret that native advertising continues to grow, particularly as mobile consumption is booming and more consumers spend time browsing in their news feeds. Google-owned mobile app Waze released its new native ad product at Ad Week and there were a number of questions and discussions around the intersection of native and programmatic—what kind of inventory publishers are offering and how trading desks are adapting to the mobile native era.
As an event Ad Week continues to be key for the industry and now the series includes New York, London, Tokyo and now Havana and Mexico City, making it a global player. If you want to see seminar recaps you can find them here.