ADOTAS — VideoEgg’s event, 7 Minutes to Reinvent the Internet (For Advertising), seemed to lean more toward marketing than advertising, and if Bob Garfield is to be believed, present online marketing is having its last rites.
Of course, he was also flacking a yet-to-be-published book about…ahem..the future of marketing.
One interesting theme was the idea that online advertisers should rely more on time spent on a page as opposed to just page views as a deciding metric. VideoEgg CMO Troy Young started the discussion and promoted moving away from page views and toward time a user spends on a page or at a website. It was an idea later brought up by Matt Freeman, Betawave CEO, who said that its not only how much time a user is online, but what he is doing that should be a factor in sending advertising to him. His parting shot, via a slide was, “Is an impression still an impression if it doesn’t make one?”
Of course, VideoEgg, which also launched a new product,and Betawave are in the attention and engagement end of the business. But despite the soaring number of online users and page views, the traditional online advertising model is in a steep decline and advertisers want more. Could it be time over impressions?
Including Garfield, Young and Freeman, the speakers were Rob Norman, CEO of GroupM Interaction Worldwide, Ty Montague, Creative Director of JWT, Rishad Tobaccowala, chief innovation officer, Publicis Groupe Media, Michael Lebowitz, CEO of Big Spaceship, and panelists Colleen DeCourcy, chief digital officer of TBWA Worldwide, Quentin George, chief digital officer of Mediabrands and Patrick Keane, CEO of Associated Content and hosting was Randall Rothenberg, president and CEO of the IAB.
Montague, obviously the creative one, had an interesting take on how brands can and need to become more engaged with its customers. His transformation of what a cable company can do with a bill was novel. Of course, the last thing I want to do with my cable bill is interact more with it, despite any enticements. I would rather just yell at it like I usually do.
I don’t know if VideoEgg plans to post video of the discussion, it was live streamed. But if it does, I’ll let you know.
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