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ad:tech SF — The State of the Industry (Highlights)

by Marissa Louie on April 27, 2009

The State of the Industry Panel at ad:tech San Francisco

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L to R: Randall Rothenberg, Rishad Tobaccowala, Carol Kruse, Neil Ashe, Jeff Berman

ad:tech San Francisco drew over 12,000 attendees last week and had a well-documented events and party calendar on the ad:tech blog thanks to Steve Hall.

The State of the Industry Panel (presented by the IAB) was the best keynote of ad:tech San Francisco in my opinion:

It was informative, though-provoking, entertaining, and filled with quotable quotes. Most of all, the speakers were made comfortable by the personable moderator, Randall Rothenberg.

See below for highlights.

Moderated by:

  • Randall Rothenberg, CEO of the Interactive Advertising Bureau

Panelists:

  • Rishad Tobaccowala, CEO of Denuo Group and ad:tech Lifetime Achievement Award Winner
  • Neil Ashe, President of CBS Interactive
  • Carol Kruse, VP Global Interactive Marketing, The Coca-Cola Company
  • Jeff Berman, President of Sales and Marketing, MySpace
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The room started out empty. Within minutes, hundreds of attendees were seated.

Randall Rothenberg: Where are your companies investing in advertising?

Summarized answers from the panelists:

  • Asia (Kruse)
  • All digital properties (Ashe, Tobaccowala)
  • All online media, especially search (testing brand vs. direct response)
  • A focus on mobile
  • We want to focus on understanding the whole person through using behavioral predictive analytics (Berman)

Rothenberg: What is the value and contribution of social media?  Is it  just PR hype or something else — a hybrid?

Summarized answers: Old models don’t make sense any more.  Social media is not campaign based, but requires ongoing communication.  The media objective of the past was about where to put advertising – now it’s find where the audience sticks.

Rothenberg: Can Social Media  be a part of a media plan – or is it rather “communications planning” or “influence planning”?

Summarized answers:  Social Media can’t be planned by campaign or by quarter.  It must be an ongoing plan. It has to be authentic, and it has to talk about what’s great, fresh, and trusted.  It’s not a media strategy – it’s a  service strategy, customer service, and product strategy;  it’s branding, not media.

Rothenberg: How does an agency incorporate Social Media then?

Summarized answers: You have to consider “non-working media” versus “working media”. What works and what doesn’t? Agencies have to start by being agnostic. They should have fewer campaigns, and reach more ecosytems. Take a “great creative idea” and take it across all media.  There is no way to coordinate accross multiple agencies.  The consumer is driving changes so fast that we’re all running to keep up.  The Chief Knowledge Officer will be sitting in the position of power.

Rothenberg: Have we boxed ourselves into direct response?  Or is there room for creativity or branding?

Summarized answers: Direct response metrics saddle us with a burden. One recurring theme heard often over the past day (at ad:tech) is that it’s all going to become one — both branding and direct response.  The focus on metrics was in order to get budgets approved. When it comes to building brand awareness, “nothing compares to television” for Coca-Cola.

Rothenberg: How much does creativity matter, compared to metrics?

Summarized answers: Creativity will matter even more. Creativity is not just pictures. Google search is getting more and more creative.  Has the definition of “the great idea” changed?  Or is the palette just larger now?  The end-user or consumer will make the great decision. They will have more decision making power. People choose with their hearts and use numbers to justify what they just did.

Rothenberg: Is content or channels more important?

Summarized answers: Tobaccowala said, “The hysteria of insecurity is now driving the industry.” The point is not which channels to use, but what content to put in the channels.

adtech-state-of-the-industry-2-drew-ianni-sf-09

Conference Chair Drew Ianni wraps it up

ad:tech San Francisco also had great keynotes featuring:

  • Jimmy Wales, CEO of Wikipedia
  • Jason Kilar, CEO of Hulu
  • Steve Hayden, Vice Chairman of Ogilvy Worldwide
  • Pete Blackshaw, Executive VP of Digital Strategic Services at Nielsen Online
  • John Travis, VP of Branding, Adobe
  • Eric Feng, SVP of Audience and CTO, Hulu
  • Tina Sharkey, Chairman and Global President, BabyCenter
  • Joel Rubinson, Chief Research Officer, The Advertising Research Foundation

Thank-you to all of the conference organizers, notably Don Knox, Drew Ianni, Jeff Valentine, and Warren Pickett.

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Marissa is the CEO and Co-founder of AD-Village.

Marissa also blogs at marissalouie.com and the BusinessWeek blog “Young Female Entrepreneur“.

Find her on Twitter: @malouie

Contact her at (510) 375-1941 or Email her at marissa@ad-village.com.

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Skittles + Web 2.0 + ad:tech SF = The Advertising 2.0 Party

by Marissa Louie on April 14, 2009

By Marissa Louie

The Advertising 2.0 Party at ad:tech SF

Take a handful of fun Skittles, mashup a little Web 2.0, and invite celeb co-hosts from ad:tech SF — sounds like a party jam!

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This is the official ad:tech afterparty for Tuesday April 21.

At 8:30p, hop on over 1/2 a block to Hotel W *after* the evening’s events at Moscone Center West:

  • ad:tech/SF BIG (6:30-8:30p)
  • Affiliate Marketing Networking Party (5:30-7:30p)

Join Co-hosts and VIPs:

Platinum Sponsor:

Gold Sponsors:

  • AD-Village: Access to high-paying ads across top ad networks
  • JS-Kit: Rich, interactive features for your website
  • Skittles: Transplant the Rainbow (Skittles, anyone??)

Media Sponsors:

Badged ad:tech SF attendees only, please. Non-attendees, please add yourself to the waitlist.

**RSVP AT: http://ad-village.com/AD20**

See who’s coming on the Facebook event page.

Even in this Recession, we are helping Web 2.0 companies monetize with advertising revenue. We invite you to come celebrate the good times at The Advertising 2.0 Party.

airplane-fly-retro-psychedelic

Previously:

Launch Party 2.0 at Web 2.0 Expo on April 1 at Club Six (500 guests, plus TechCrunch, BusinessWeek, Lalawag, LA Weekly, SF Weekly) — we’ve barely recovered since..

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Marissa is the CEO and Co-founder of AD-Village. It helps website publishers make more revenue from online advertising by recommending top ads in a simple ad recommendations interface.

She is a frequent conference speaker and has presented about online advertising most recently at O’Reilly ETech, REBarCamp, and the Microsoft Blogger Roundtable.

Marissa blogs at marissalouie.com, BusinessWeek blogs, and here at Bub.blicio.us.

Find her on Twitter: @malouie

Contact her at (510) 375-1941 or Email her at marissa@ad-village.com.

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Bay Area Holiday Parties in 2008

by Adam Jackson on December 3, 2008

by Adam Jackson


Credit: Brian Solis

This year, the consensus was that there wouldn’t be any holiday parties or we would simply see a lot less. I’ve followed the Silicon Valley tech scene for a number of years and I remember the big parties – the parties with ice sculptures and rock bands. I remember when every event was open bar and catered. Ah, those were the good days.

The idea that holiday parties will be non-existent this month is incorrect. In fact, there are still plenty of parties going on. I’m adding 3-5 new parties every day to SocialCalendario. What I’m noticing is that these parties are drastically smaller than previous years. It’s easy to throw a holiday party for your employees, their families and for your users.

The first step is to cut the extras – no live bands, no performers of any kind. Every Silicon Valley geek loves a clown making balloons, but that’s an expense that isn’t feasible right now. You still have to offer something for free though. Music is a must and it’s best to make the alcohol free. It doesn’t have to be free all night and you don’t have to do an open bar. Drink tickets are a great way to budget the alcohol for a party and limiting guests to beer and wine will help save money.

Be very careful because however. Most venues have bar guarantees. Some venues will let you rent for free but then ask for $7500 in alcohol be sold that evening. It’s not impossible, but 50 employees can’t drink that much. Oh, but there’s another option too. Holding an event at a restaurant is great! Many restaurants have a full bar, will let you rent out a space and will allow you to setup some music either pre-recorded or a DJ as long as it isn’t too loud. The restaurant usually won’t have a minimum bar guarantee and won’t throw on fees like a venue would.

Let’s say your startup just started making money or you just scored a large round of funding. In economic times like these, where even Google is toning down its holiday party, it’s important to not stand out too much. Stand out with an excellent product or with adoption numbers but standing out by throwing a huge amount of cash into a sculpture of your company’s logo is not the right way to go about it even if the sculpture was donated.

Everyone is expecting small parties this year and that’s what we’ll have. I’ll simply be attending more of them instead of waiting for the big one. If you must attend a party this month, SFNewTech is up there.

Holiday Party 2.0 is another must attend. There’s another upcoming party from yours truly that I’ll make sure to tell you about in a few days. Any questions, hit me up on Twitter or Email and I’ll be happy to direct you in the right direction for planning a party or finding the right one to attend.

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Holiday Party 2.0 – Show Me the Money!

by Marissa Louie on December 1, 2008

By Larry Chiang and Marissa Louie

Holiday Party 2.0

Hosted by Bub.blicio.us, AD-Village.com, Zinette Magazine, and S1 Management

12/2 11:19pm: SPONSOR LIST IS NOW FULL
12/4 11:18am: SEE NOTES BELOW RE: AFTERPARTY

Fa-la-la-la-la, where’s the holiday moolah?? Show me the money.

In the old days, it was “Let’s set aside $50 grand of our $12mm b-round and effen host a holiday party.”

While we WILL miss the carving station, Cirque du Soleil ballet dancers and gift baskets, we are in a borderline depression. Chin up ol’ sport!, because we are architecting a party — a holiday party where we make money, build awareness of our start-up and wow our partners and sponsors with 10x ROI on their $100-200 sponsorship.

Remember, anything worth doing is worth doing for money. Why should holiday partying be any different= We fully expect surprises to be laced between now and FRIDAY (yes, four short days away).

The party is Dec 5th, 7-9pm at Roe Restaurant (651 Howard St.) in San Francisco.

Special Guests:

Co-Hosts:

  • Larry Chiang
  • Marissa Louie
  • Brian Solis
  • Krystel Ariel
  • Adam Jackson
  • Tyler Willis
  • Barney Pell
  • Waleed Abdulla
  • Yo Yoshida
  • Max Schulze
  • Paul Schleicher
  • Michael Moradzadeh
  • Halle Tecco
  • Ryan Merket

Spotlight Sponsor: Sun Startup Essentials

Sponsors:

Media Sponsors:

RSVP via text message under 140 characters to:

@malouie | (510) 375-1941 | marissa@ad-village.com

@larrychiang | (650) 283-8008 | chiang9@duck9.com

or check the Facebook group.

In the spirit of Holiday 2.0, it’s “Let’s make some money hosting a holiday party by inviting co-hosts like Brian Solis, Jackie Peters, Barney Pell, Sun Startup Essentials, Founders Fund, Involver.com, Yoono.com, and Rimon Law Group.

Because we are ZOMG monetizing , we will invite you to come celebrate Holiday 2.0.

** Chiang SURVEY QUESTIONS: **
Should we tip, bribe, comp and tip bloggers to come?
Should we charge a $5 cover?
Should we charge a $15-75 cover to VCs?

Should we have an AFTERPARTY?
http://www.facebook.com/note.php?note_id=25107055702&id=811315726&index=3

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You know you’re a Young Female Entrepreneur when…

by Marissa Louie on November 20, 2008

Young. Female. Entrepreneur.

by Marissa Louie

Darlings, throw your effen hands up. I’m proud of you. Not only are you a Silicon Valley Anomaly, you’re probably really hot too. And under 40.

Fotki

Shabooya sha sha shabooya ROLL CALL! Who here is a young female entrepreneur? My fearless darlings, wear your company logo on your chest. Comment on this post and I’m your new girlfriend for life. Or call me/text me at (510) 375-1941 to join the Girl Gang. The Girl Gangster Entrepreneurs.

You know you’re a young female entrepreneur in the Internet biz when:

-TEAM-

-1- You work for The Man The Woman. What could be better?!
-2- You have an office suite in a Milpitas office park, but you primarily spend time in your Nob Hill San Francisco office space with a kitchen, backyard, overhead projector, and wi-fi. No wait, you turn a hip local coffee shop like Sugar Cafe into your third office so you can do Entrepreneur 2 Entrepreneur Office Hours with other cool people. Because you, honey, are VIRAL by nature.
-3- You’re the CEO but the rest of the team wants to take care of you. You might even be the youngest person on the team, but have no problem managing others who are twice your age. You have experience, balls, or both.
-4- Your venture has a 80-20 ratio of males to females. Out of your 16 core team members, only 3 are female. You make sure the females and males are treated by merit.
-5- Nobody can truly hurt you. But if somebody tries to hurt your team, it’s OVER for them.

PARTIES AND TIME MANAGEMENT-

-1- You sometimes get caught wearing full-on party gear by your Internet biz friends at non-tech events. And you get away with it. Just make sure your reputation is intact and that you have a healthy work-to-party ratio. Transition between being Plain Jane and Janet Jackson effortlessly.
-2- Angels and VCs – real or fake? You can tell a real Gucci purse from a fake, so you should differentiate the genuine investors from the fake. The genuine ones might be able to really help you. But if they really just want to waste your time fantasizing about you over dinner, Filter. Them. Out.

-REPUTATION-

-1- Your Woman Charm gives you home field advantage. Turn it on at the right times, because you are a rare specimen in the Valley. It helps you stand out in a crowd, at a party, at a press conference, during a video interview. It may even differentiate your blog. Advertise yourself and turn that into revenue.
-2- It’s 11pm and you’re at Safeway after the Digg party. You get introduced to a connector VIP like Sanford Barr of Stirr. He asks what you do. He has a puzzled look on his face when you tell him how your company got started, and you just know he’s seen everything in the Valley. Then he says he knows your company’s name. (You think he’s kiddin’ ya.) But then he even knows your last name. Nice!
-3- You are a rogue. A stubborn, fearless, rogue. You often do the stupid thing. It gets you in trouble at work, with family, with friends, and with love interests. If you channel it correctly and you get a little lucky, it can also propel you towards entrepreneurial success.

-LIFE HACKS-

-1- You no longer have to wear corporate raider gear but can wear lifehack gym clothes that pass as business casual all day long.
-2- On the Caltrain from San Francisco to Palo Alto, you ask an engineer from hi5 how old he thinks you are. He sneaks in a look at your website bio via wireless card. He says, “You can’t be older than 38. You’re definitely not 40. Are you 35?” ZOMG what a compliment.
-3- You’ve managed your own life so that you have no kids, no husband, and no responsibilities to run home to, giving you free reign of your time and energy. Ahh. If there is a male in your life, he is helping you take care of the responsibilities. You may want to consider a Massey Prenup if it’s not too late, though.
-4- You know you don’t need an MBA. Don’t waste the precious youth, vivacity, and money you could’ve spent on your startup on a tier-one B-school just to get contacts. If you really want to take the easy way out, work at a country club or SF Tennis Club for $8 an hour, lead gen, and become a trophy wife.

-HAPPINESS-

-1- Strangers, friends, and your family are proud of you. Except if you have rich a$$ relatives, they might not be so supportive (to which you pay no mind – just look at Paris Hilton versus the Hilton Hotel Family). Accept the good vibes, but don’t embrace it too much lest you get lazy. Don’t let it feed your short-term ego too much either. Because you might be future President of the Billionaire Girls Club and can give back to society for OPK (other people’s kids).
-2- You’ve come to love pain. Because you turn negative into positive like no other, and nobody can break you. You are fearless, fun, female, and you rock. The bounce in your step shows it.
-3- You could cast an entire Les Miserables play with your unhappy yuppie friends. A 5 year run, plus. But you, darling, are passionate and happy.
-4- You just do it. These are your dreams? D@mn the consequences. F**k the naysayers. Because you know that for every year that passes, your risk tolerance as well as your je ne sais quoi diminish. REVOLT! REBEL!

Young female entrepreneurs, if any of this rings a bell with you, JOIN THE GIRL GANG by texting me at (510) 375-1941 anytime because I don’t sleep.

Marissa Louie is the Founder and CEO of AD Village (http://ad-village.com) which helps bloggers monetize and advertisers optimize. If you liked this post, you might also like 10+ Funniest Angel and VC Blog Posts and The Future Co-existence of PR and Advertising. She also announces Entrepreneur 2 Entrepreneur office hours via Twitter.

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