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Advertising Week 2009: Highlights From the Big Apple
Thursday, October 1, 2009
Last week was
Advertising Week
, New York City's annual gathering of Mad Men and media mavens from across the globe. Here are some highlights from Google and YouTube's participation during the week:
87 cool things... to do with YouTube & Google
. As we highlighted in
last week's blog post
, Andy Berndt, Managing Director of the Google Creative Lab, and Tom Uglow, a Creative Lead in the Lab, took the stage on Monday to
present 87 cool applications of Google and YouTube tools
. While Google and YouTube create tools and platforms, marketers and agencies are the actual architects of their visions. Andy highlighted
mashups
and
annotations
, as well as experiments with data usage. Flip through Andy's
list
and see which examples spark an idea for your client or brand.
Rock on.
On Tuesday evening, we hosted 700 agency guests at the
YouTube Battle of the Ad Bands
. After 20,000 votes and video views from the advertising community on the
first-ever YouTube Advertising Week channel
, six finalists took to the stage. For the second year in a row, McCann Erickson took home the trophy.
Social Media for Social Change.
Later in the week, we co-sponsored a social media panel with the Ad Council. Suzie Reider, YouTube's head of advertising sales and marketing, led a discussion around how innovative thinkers are using social media for the benefit of the global community. The panelists covered everything from
Charity Water
's use of
user-generated videos
to R/GA's national public service advertising campaign with The Ad Council,
"That's Not Cool."
In a week filled with talk about ad spend and metrics, this panel showed the larger, global potential for these new media. (You can view the panel in its entirety on
Fast.Forward.'s
YouTube channel.)
The End of Digital Media?
At the
IAB's MIXX conference
Google's President of Global Sales and Business Development, Nikesh Aurora, took the floor to speak about the future. During his keynote, he made some predictions: (1) Everything will be localized down to you. Personalization will be the norm, as in this
augmented reality application
. (2) We'll contribute to the creation of new generations of information. We're now creating new types of information that simply couldn't exist in an analog world -- and they'll all live online. (3)
Marketing is the new finance
. Data will drive intelligent marketing decisions across media. (4) All advertising will be engaging. "Digital Marketing" will be a redundant, dead term. In the future, all marketing will be digital, personal, engaging, and measurable.
Check out more highlights from the week on the "More" section of the official
Advertising Week YouTube Channel
. Hope to see you next year!
Posted by Kristin Kovner, Industry Marketing
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