Tag Archives: 4A’s

New York, New York: Recap From The 4A’s Data Summit

The 4A’s hosted their first ever Data Summit in New York on Wednesday Oct 16th with a jam packed agenda corresponding to the growing trend in big data and how it is evolving the advertising industry.

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I was skeptical at first that the conference would dive so deep into the numbers that the strategy side of data would be lost.  To my surprise, I spent a wonderful day listening to numerous industry leaders, technology companies, and even a data scientist who impressed me with his knowledge on the wide world of data.  Here’s a brief look at my top 5 takeaways from the day:

  1.  Data and Privacy – there was a lively debate about privacy issues as it relates to data collecting and who is really being harmed in the process.  I think as long as we give the consumer a choice we can stay in front of strict regulations.  Clients want to build trust with their consumer, even more so today than ever, so if we are transparent with them we can make their ad experience better and more relevant.
  2. Programmatic Buying – the panel started out with a real time media trade and ended with a lively panel discussing this hot topic.  Data is allowing us to shift our thoughts from media buying to audience buying in a way we could never do before.  Real time trading allows machines to do the work faster than a human could and with a new resurgence of this concept higher quality placements and reach are at your fingertips.  I feel in an area where inventory can be limitless such as the web the trading desk can succeed but in an area where inventory is so limited such as TV and cable it will be hard to move to this model in the near future.
  3.  Facebook as a solutions provider – Facebook is committed to moving their advertising offerings to the next step and provide clients with real ROI on their business outcomes.  They are focused on providing advertising solutions for the mobile space since people are checking their phone on average 100 x a day.  It will be interesting to watch this next progression with Facebook since up until now it has been more focused on engagement metrics.
  4. Creativity comes from everywhere – media, data, creative, and technologist all need to come together to find solutions for clients to reach their audience.  We need to look to transform our own business to break down any silos that prohibit creative thinking.  The customer has to be in the center and we need to follow them on how they interact with a brand and what technology they use to do that.  We need to consider how a consumer connects with their multiple screens and devise a creative strategy for the context of that device.
  5. Future trends to keep an eye on – a representative from Goldman Sachs presented an enlightening snapshot at how Wall Street values big data.  They believe ad dollars will continue to shift online and that programmatic buying will continue to grow.  They predict a time when their will be frictionless buying across traditional and digital platforms.  (Can we say hallelujah!)  They believe the visualization of the web will continue as well as growth with companies leveraging first party data (Facebook, Amazon, LinkedIn).

In the end the trip was a HUGE success and we learned so much. Thanks to the 4A’s for putting this conference together. We can’t wait to come back up next year.

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Quick Tips For The Conference Amateur

Football fans have the Super Bowl. College basketball fans have March Madness. Advertising agencies have the 4A’s conference. Once a year, agencies both large and small, come together for the American Association of Advertising Agencies national conference, and lucky for us this year’s conference will be held in sunny Los Angeles. Media Works is ecstatic to be going, but more importantly we’re prepared.

As a young professional starting my career, I recently attended my first industry conference. I’ll admit it was a little overwhelming. There were industry leaders there from all across the country, many of who were like online celebrities in the social media world. When all was said and done I learned valuable lessons that have prepared us for the big show next week.

1) Preparation Is Key.

Remember when you were a kid and your mother would stop you at the door and ask “Do you have everything?” You’d shrug and continue on your way and then when you got to school you’d remember that you left your inhaler on the kitchen table? Well folks, that lesson still applies today. Before you travel to any event make sure you prepare a quick packing list. Be sure to include necessary items like phone chargers, business cards, and your special Hulk Hogan plush pillow. As silly as it sounds, we wouldn’t want a repeat of your 5th grade sleepover disaster.

Aside from bringing your vital necessities, you should also remember to prepare for your trip socially. To prime ourselves for the trip out West we’ve made a point to follow and connect with many speakers BEFORE the event. This is done to help with research as well as giving us something to talk about when we eventually meet. Just make sure your Twitter and Facebook are in shape to be viewed by your cohorts. You wouldn’t want the president of a big television network to see your Spring Break pictures would you?

2) Don’t Network Like A Mad Man

Of course we’ve all heard the mantra before, network network network. The question is, how do you know if you’re doing it right? Social media has made it easier to connect and remain “Linked” to individuals but the skills for face-to-face networking opportunities, like those that are available to you at a conference, may take some practice.

Luke Harlan published an insightful guide called “Ultimate Networking Strategies” in which he outlined key strategies for making the most out of your opportunity. The idea is that you want to go in to an event with a clear objective, as well as a strategy to get it done. One of his best points was that you should be looking for Links, NOT prospects. This means going in and finding that one person who can connect you to a greater audience. No sense in wasting your time chatting with the intern about your global sales initiatives, unless of course his dad is the president of a big television network.

So before you leave for that trip, be sure to write down your goals, the key links who will be there, and a couple of questions to ask them when you meet. Trust me, in the end your preparation will show your enthusiasm and increase the chance of reconnecting after the event.

3) Utilize The Tools You Have

Having a smartphone these days can often be the single most effective tool when visiting a conference. Forgot your business cards? Use the app Bump to exchange contact information. Don’t know where to grab dinner? Download Yelp or Aloqa to locate interesting restaurants or events close to your hotel. Need a way to remember the names of the people you meet? Try out #hashable, the new app for keeping track of the social profiles of other attendees.

In the end, the idea is that you want to pre plan as much of your trip as possible. There’s nothing like being stuck on a flight with a screaming two-year-old, struggling to find a cab at the airport, realizing your hotel bed sheets are still dirty, just to remember you forgot your business cards for the next morning. Walking into that room with all of your materials and your list of potential connections, you’ll have the needed confidence to get you through your very first conference.