Tim Davis, principal, Enterprise Risk Services, Deloitte & Touche LLP, and Ed Moran, director of Product Innovation, Deloitte Services LP, spoke at the Advertising 2.0 conference in New York City on June 4 and 5, 2008. The conference, cohosted by Advertising Age and Digital Hollywood, brought together more than 500 senior advertising and media and entertainment industry executives to discuss next-generation trends in advertising and digital media. Keynote speakers at the event included Susan Decker, president, Yahoo.
Davis’ panel included a discussion of advertising accountability, metrics and analytics, which are becoming increasingly important for advertisers in the digital world.
“While the Internet has produced unprecedented levels of insight into the size and demographic makeup of audiences, trends in social networking and user-generated content are making it increasingly difficult to measure. The pace at which significant audience numbers are being attracted to new sites and blogs is growing rapidly, and marketers continue to look for effective ways to measure and target these audiences,” said Davis on the topic of advertising measurement. “Traditional panel-based estimations used by media measurement organizations, such as comScore and Nielsen, struggle to capture these emerging sites, and so marketers are left wondering how to capitalize effectively on the ever more important ‘long tail.’ "
Moran moderated a panel on social media and user-generated content. The topic generated great conversation among panelists about the role of advertising in social media.
"Although we had very dissimilar panelists – founder of Monster.com, a consultant who wrote the present bestseller Groundswell and head of product development at MTV – an interesting consensus emerged: Advertising likely will not be the optimal means of monetizing social networks,” said Moran. “Although we discuss this theory in our Tribalization of Business study, it was intriguing to observe the emerging realization that online communities may provide greater value than being merely targets for advertisers."
Learn more about the Advertising 2.0 conference. Related content:
Industry: Media & Entertainment |
