Media Morph: AdTech

A Reporter's Notebook from the Show

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AdTech needs a new home. That was the consensus of many of the 12,000 attendees packing the New York Hilton last week. A few key sessions had velvet-rope-style lines, and the show floor felt as chaotic as a Moroccan bazaar.

YouTube CMO: Suzie Reider, plucked from CNET to join YouTube two weeks before the Google acquisition, was a clear audience favorite at a keynote panel. She did the requisite flattery of the bosses, telling attendees: "I can't think of a better owner for YouTube than Google," she said. "They've been able to help us enormously with the back end and infrastructure."

Integrate, please: The Advertising Research Federation packed the room for its panel of industry heavyweights, where it announced a coming 450-page tome on how to play the online-ad game. Giovanni Fabris, VP-international media director at McDonald's Corp., said the industry doesn't know how traditional media and the internet work together to deliver messages. A big part of the problem, said Tom Lynch, VP-marketing integration at ING, is getting all the agencies at the same table. "Nobody's compensated to solve this problem," he said. "In fact, they're compensated to not solve the problem."

Google's into branding: Eileen Naughton, Google's regional director, New York, said there's an "awful lot of interest at Google" to try to quantify the value of impressions for marketers looking into it for branding purposes. She mentioned research would come out next year as Google moves into the display field.

Balls of all kinds: Jason Woodmansee, VP-strategic accounts at Digitaria, followed an explanation of Philips' less-than-discreet "Shave Everywhere" campaign with this: "What I'm going to talk about today is a different type of balls"-a story of how he hyped Adidas' new line of golf products.
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