Ad:tech New York starts this week as the biggest edition in the conference's 10-year history: more than 60 sessions and 230 speakers discussing issues facing marketers and their agencies, 250-plus exhibitors and a projected 6,000 attendees.
And to think that only three years ago, most sellers of online marketing technology and services were circling the drain.
"The No. 1 initiative in the marketing realm today is integration of digital marketing opportunities into the traditional marketing mix," said Don Knox, vice president of ad:tech, San Francisco. "Leveraging the capabilities of the Internet to drive revenue is of paramount importance to today's marketer."
Knox is building ad:tech's agenda around several trends. They include managing customer touch points across all marketing tactics, handling a brand's reputation online, determining the media mix, and leveraging mobile marketing, RSS, rich media and branded entertainment. Here's what Knox said about ad:tech, the Nov. 7-9 event and its place in the market.
How are you positioning ad:tech in this environment?
Ad:tech is a 2 1/2-day deep immersion into all things digital. There is exposure to the latest suppliers in our exhibit hall; networking at our ad:tech Connect Live event and the myriad industry parties; an eyeful of the best creative in the business at the ad:tech awards program and our 60-plus sessions devoted to the strategy and tactics of growing revenue by leveraging digital marketing.
How does ad:tech differ from other trade shows in the direct and interactive space?
Ad:tech is unique in its sheer size as the behemoth of the industry with nearly 20,000 attendees at our five global events. Ad:tech has over 200 exhibitors in a single location. Ad:tech covers more breadth with more speakers than any other conference, and the keynotes are exclusive, unique and more high level than at any other show.
What makes ad:tech New York different from the ones in San Francisco and Chicago?
Every ad:tech is crafted to be unique for its market. In San Francisco you'll find a focus on technology marketing, venture funding and performance marketing. In Chicago, we have a slant toward marketing mass brands digitally and the intersection of traditional and digital marketing as well as a focus on consumer goods and automotive marketing.
In Shanghai we cover the entire Asian market, its players and the best practices coming from that market as we do for our London show with its focus on both pan-European and British marketing. In New York, our biggest event, we cover everything. Each show is also temporal, covering the latest trends.
Traffic in the ad:tech shows across the country is up. But so is the number of exhibitors, which can work against those companies. How can an advertiser stand out in the clutter?
This issue affects all exhibitors of large industry conferences. One way we've addressed it is by inviting our exhibitors to collaborate with us on the development of innovative sponsorship programs.
Now let's hear from a few ad:tech exhibitors, speakers and attendees.
Fredrick Marckini is CEO of search marketing firm iProspect, Watertown, MA. Exhibitor.
What are your feelings on ad:tech?
Ad:tech is one of several must-participate shows in our industry. If you're a player in search marketing, ad:tech is one of those shows you need to be at to be considered a leader.
How has it evolved?
Over the years the range of topics and technologies covered within sessions has broadened and become more diverse, and the growth of the diversity of the exhibitors has mirrored that trend.
The last year has seen an increase in sessions about search marketing, which we've been happy to see as those sessions attract attendees who would be prospects for our services and who may swing by our booth or attend a session at which one of our executives, or one of our clients, is speaking.
Is ad:tech good for iProspect's business?
We've closed business as a result of participating in ad:tech as well as established and built upon relationships with prospects during the shows.
How is it different from other shows?
Ad:tech appeals to a broader audience than some of the more specialized shows: from ad agency folks to media buyers, from client-side firms to search marketers to e-mail marketers — everyone who has an interest in learning how the latest technologies can enable their marketing efforts.
How are the prospect inquiries in Chicago or San Francisco different from those in New York?
There are typically a higher percentage of ad agency folks at the New York show.
What do you hope to get from ad:tech?
We'd love to get in front of senior decision makers from large companies we haven't yet been able to talk to as well as meet up with prospects who we already have in the pipeline to continue our discussions with them.
Ad:tech shows serve as rallying points throughout the year around which people plan meetings, lunches, dinners, etc., when everyone in the industry is planning to be at one place at one time for two to three days. For weeks ahead of the events it's "See you at ad:tech ..." in every e-mail.
What's the biggest challenge about ad:tech?
The show is becoming very big, and its growth has made it more expensive to stand out from the hundreds — once dozens — of exhibitors and sponsors who are trying to stand out.
Ad:tech in New York in 2006 is going to have three floors of exhibits. Such a show will undoubtedly attract more attendees but the competition for eyeballs and face time will be higher, as the stakes are higher. Landing speaking slots is increasingly difficult, too. Companies have to be creative and make compelling cases to net a spot.
