06/11/2015

ADTECH CONFERENCE IN SAN FRANCISCO

AKA’s Strategic Innovations Director Joshua Poole recently attended the ad:tech conference in San Francisco, where advertising, media and technology representatives from around the world came together to discuss current trends and build new partnerships in the ever-evolving advertising landscape.

Below is a Top 10 list of favorite quotes, facts and topics discussed at the conference:

  • “Content is king, but distribution is queen, and she wears the pants.” 
This statement comes from Jonathan Perelman of Buzzfeed.  It highlights the need to continually focus on how we get great content out into the world.
  • “C to C is now the new B to C.”
As the consumer-to-consumer business model continues to grow, we must find new ways to tap into these consumer connections.
  • We’re living in a “post-literate” world.
Debatable!  But you can’t deny (and big data tells us) that video, photos, memes, emojis and other visual communication tools are the new world order.
  • A recent study showed that 80% of people sleep with a smartphone on their nightstand – which was actually down from an earlier study.  Why?  Because more people are now sleeping with a smartphone in bed!
Mobile devices have become appendages for many people.  They are also powerful tools for marketers.
  • 92% of consumers avoid brands with less than 4 stars on Yelp.
This highlights the growing need for brands to pay attention to what’s being said online and become an active part of the conversation with consumers.
  • In a recent poll of Generation Z (those born after Millennials), the biggest celebrities identified were YouTube stars — more so than TV.
As TV, music and media consumption habits rapidly change, so does the concept of what “rock star” means to a teenager.
  • Understanding consumer intent is more important than behavior history or demographics.
It isn’t enough to know what websites people visited and how old they are.  Using data to construct a more complete story—the intention behind an action—is more powerful.
  • Just 2 years ago, Intercontinental Hotels Group attributed $2 million in revenue from mobile advertising.  They now attribute $1 billion.
Though there are differences between the Broadway and hotel industries, this highlights the potential power of sales derived from mobile advertising and where we’re headed.
  • Mellow Mushroom Pizza can accurately predict the opening week sales of a new location based on the # of Facebook likes it has amassed. 
Social media isn’t just about online chatter—it can be an important predictive factor in a bigger business plan.
  • In 2000, the average attention span was 12 seconds.  In 2013, it was 8 seconds.  To put that into perspective, a goldfish has the attention span of 9 seconds.
If you made it through this list, you beat the average!  But if you’ve already moved on to your Facebook feed or latest Instagram video, the data above may explain why.