ad:tech Exhibit Hall Quirks and Catches
While not a rigorous or scientific treatise, I noted that unsurprisingly the most popular word to begin your company name with is “ad.” In the exhibit hall, no less than 25 companies included “ad” in their name (14 started with it). Other words popular with exhibitors were click (15) and Web (11), with some of the old standbys such as lead, live, and revenue. I would have to give the award for the unique name of the show to the Paris based Daooda (ad oo ad backwards?), with an honorable mention to Goolara. There were a a few other odd names there with companies called Sendori, Connexus (not connexus.com, connex.us, but the union of Vendare and NetBlue), Etology, eZanga, Hot Banana, and probably others that would have been just as odd if I had not known about them from before.
In a show full of search solutions (optimization, bid management, etc.), CPA networks, ad networks, ad exchanges, contextual networks, and media agencies, it was refreshing to find something new and unique at the show. There was only one click fraud company (Click Forensics) whose services might be badly needed by those who attended the PPC panel, although it is also worth noting that Think Partnership had a booth and they own ValidClick.
I spoke with the co-owners of LeadQual who claimed to be the only ones at the show (and I can’t disagree) offering a service that follows up on leads with telephone lead closing. With something like half of Internet leads not even being followed up on, they add an extra layer to catch and qualify leads to get every possible person into your sales channel.
I was also grabbed by an enthusiastic rep from LiveHive Systems who had a service they called NanoGaming that links the Internet and TV, allowing users to interact, play trivia, and even bet if Barry Bonds will get a homer at his next at bat to win points and prizes.
