News and Views from Ad Age Digital 2012

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The sixth Ad Age Digital Conference has wrapped up, but there's still a lot left to do -- starting with reading up on the coverage from the two-day industry confab, and then maybe using some of the brilliant ideas and thoughts that were shared as inspiration.

A lot happened at this year's event. Tumblr founder and CEO David Karp decided to eat his words and announced the microblogging service's first foray into paid advertising, a scant two years after he told the Los Angeles Times that he was pretty opposed to advertising.

Buzzfeed CEO Jonah Peretti shared some thoughts about how marketers and media companies need to tap into their emotional sides to understand what works in the age of social media.

Activision CMO Tim Ellis led attendees through social and experiential campaigns, including Volkswagen's 2011 Super Bowl effort, 'The Force,' right through to the launch of Call of Duty Elite with a fan-oriented two day live event. He emphasized that both efforts were hugely successful because they leveraged social media to let fans become part of the conversation.

S Y Lau of Tencent had some observations about the changing nature of personal connections in China. The Internet, he said, has changed what was previously a very closed network into a more open one, and understanding that system could go a long way for brands trying to create fan loyalty in the country.

Click here for more stories, observations, thoughts and pictures from Ad Age Digital 2012.

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