Amy Boaz on AdTech:2007 – The “Carnival” of the Interactive Marketing Space

by Media Two on February 4, 2008

in Just Sayin',Media

As I sit here and reflect on my recent three day whirlwind trip to New York to attend AdTech, I can’t help but compare it to a Carnival. Fluorescent lights, bright colored booths, and sales people who just stopped short of saying “Step Right Up” Call me a cynic, maybe it’s the media buyer in me, but I almost have to laugh at the ploys the booths had to pull people in to their booths. I saw a slew of tchotchkes, a massage chair and even glowing oxygen tanks. That being said, it’s still the show that everyone criticizes, but everyone in the industry should attend. Where else can you find three floors packed full of every online media opportunity in the industry under one roof?

My objectives for going to the show were two-fold, to scout out new media outlets and to meet with some of our current media publishers. In media planning seeking out new publishers to use in your campaigns is an ongoing process. Not only are there new websites being born continuously, there is also new technologies coming out of the closet to communicate to people in every possible aspect of their lives. It is essential to break out of the four walls of the office and discover new possibilities. Where better to do that then by attending AdTech? One of the interesting things I noticed was the abundance of Affiliate Marketing companies, some even disguised as CPA networks. On the other hand, I don’t remember seeing any email marketing list brokers or nearly as many technology solutions as in previous years. Is affiliate marketing taking over where email marketing left off? That’s a whole other blog entry altogether… However, the lack of technology companies makes me a bit disappointed. Have we already reached the summit of new technologies to research, plan, measure, track and optimize interactive media? I’d like to think we haven’t…

As I said, my other objective was meeting with current publishers. If there is one thing I’ve learned over the years, it’s that our industry is based on relationships. Putting a face with a name and getting away from the distractions of IM, email and phone calls to discuss current campaigns and future possibilities was a productive part of the trip North. Thanks to everyone for their hospitality and lots of great NY food!!

Now, back to the daily grind and the pile of business cards and literature that I still need to sort through.


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