The 2014 IAB Annual Leadership Meeting was sold out and packed full of insightful and compelling content from industry experts. Whether you’re a small business owner or a big brand manager, the information that flows out of this event is extremely valuable. If you missed it, not worry. We’ve compiled a few highlights from the show.
The 7th Annual IAB Annual Leadership Meeting kicked off with a bang! With a focus on “Marketing 2020: The Digital Agenda,” Randall Rothenberg, President and CEO, IAB, hyped up the audience of more than 1,000 influencers by saying: “You are, by all definitions of the concept, defining the agenda for our industry.” Each day the IAB conference held true to the five enduring priorities:
- Build a Trustworthy Digital Advertising Supply Chain
- Make Measurement Make Sense
- Support Publisher Transformation
- Build Brands Digitally
- Move Mobile Mainstream
The conference’s first keynote speaker, Nick D’Aloisio, Product Manager, Yahoo, set the tone of the event. At age 15, investors like Li Ka-Shing were investing in his work; at 17, Yahoo bought his app Summly, a program that algorithmically generates summaries of the news. He shared his perspectives an insight on where the digital industry is heading based on the insights he’s gathered through this experiences. Not surprisingly he stated that users want immediacy, particularly on mobile. He emphasized the need to create products that generate reliance, regularity, and transform habits. “There’s no point in designing a mobile experience if you don’t have in mind a daily habit,” he said. The demand for social everything is waning.
On day two the conference opened with a riveting welcome from Randall Rothenberg, President and CEO, IAB. “Nothing in history of mankind except the invention of writing has enabled more diversity of expression than the internet….Advertising has been the fuel of that freedom of expression,” he said, as he shared what drives him most deeply. For others he noted, “Digital advertising is the new Gold Rush” - both goals require that the same challenges be overcome between now 2014 and 2020.
Marketers let their voices be heard during an invigorating roundtable where Mike Perlis, President and Chief Executive Officer, Forbes Media, moderated a roundtable discussion with Jamie Moldafsky, Chief Marketing Officer, Wells Fargo, and Ann Lewnes, Senior Vice President and Chief Marketing Officer, Adobe Systems, about marketer transformation. The importance of omnichannel and data rose to the top. Moldafsky said, “The notion of omnichannel is the single biggest thing transforming our business…Our biggest opportunity and challenge is how to get the organization to think mobile first.” Lewnes emphasized how data today allows marketers to demonstrate their value, “If I can show you that I can measure exactly what you’re looking for and provide the best return on investment, how are you going to argue with me?…For the first time marketing can justify it’s really driving the business.”
For more conference highlights check out the IAB YouTube Channel.
Share your view with us in the comments section: What do you think the biggest takeaways were from the conference?
No comments:
Post a Comment