ad:tech IMPACT Toronto - The Experience

On Thurday, March 23, 2006, ad:tech IMPACT in Toronto showed a lot of potential for the event it might become, with sparse but attentive audiences for most presentations throughout the day.

It felt a little bizarre to be the only attendee in each session taking notes electronically, at an online event bereft of actual Internet connectivity. Casual surveys suggested that IMPACT’s audience in Toronto skewed more towards agency reps, their clients and members of corporate marketing teams than online publishers. Indeed, the bulk of online experts were at the podium, not in the audience; a balance which no doubt proved ideal for the inquiring minds that needed it most.

The day flew along at a breezy pace, with knowledgeable, personable and engaging presenters racing to keep the day on schedule, with and without the help of Power Point, which played it’s usual role of unpredictable sidekick.

Although informative, presentations themselves were at times a touch too sponsor-specific. This effect was underlined by the reality that the best “sponsor presentations” between breakout sessions (DoubleClick comes to mind) were less self-promotional than certain breakout sessions.

Although examples given throughout the day were broad enough to make strong general points about the industry and its players, one notable detail that could have improved the utility of presentations would have been the inclusion of some Canadian data to back up American market statistics.

After 4 p.m. the day came to a brisk close that saw the best networking intentions clipped short by the mad dash of commuters rushing for their coats at the first opportunity. This blogger suggests that as ad:tech considers its return to Toronto, more adaptable, connected and party-worthy venues be considered to lend the IMPACT experience the distinct flavour and staying-power it deserves.