Tuesday night at ad:tech Chicago wrapped up with a keynote by author Clay Shirky, ”Here Comes Every Customer: The Former Audience is Talking Around You.”
The Big Idea, if intro speaker Drew Ianni is any authority: “The internet is the most important thing to happen to the human species.”
That’s a pretty high and mighty manifesto. Upon taking the stage, Shirky tried conveying the same idea with more precision—and a much higher word count.
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Ad:tech kicked off with a great start! Drew Ianni the Chair of ad:tech introduced the keynote speaker and shared some key info on the state of the industry. A few key pieces of information:
- Online Advertising is growing – from $25B to $50B in 2012
- IAB reported $6.8B in Q1 with growth of 18% (not bad for a slowing economy)
- Key Trend – Consolidation: 300 “networks” to a few dozen by 2010
- $$ still flowing to innovators: Apps/Widgets, Social, Mobile, Niche
- With the state of the economy, ad budgets are tightening, however digital and online continue to show growth
The stage was set with an optimistic outlook for digital marketing, and Kevin kicked it off by asking the audience: “What comes to mind when you think of performance and brand building?” After a short silence (probably because the coffee hasn’t kicked in yet), the audience threw out some suggestions:
- Search
- ROI
- Increased Sales
- Growth
According to Kevin, growth comes largely from being more relevant to the marketplace. There are two things that are really driving this: 1) Gathering and using better insights from the people that matter to you the most and 2) Telling more stories more often to people who matter to you.
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