NONE: ONLINE-ADS>> _at_d.Tech.Chicago: 5/7/98 - Report From the Floor,#1
ONLINE-ADS>> _at_d.Tech.Chicago: 5/7/98 - Report From the Floor,#1
richard_at_tenagra.com
Thu, 7 May 1998 14:03:41 -0500 (CDT)
_at_d.Tech.Chicago
Report From the Floor,#1
May 7, 1998
This is the first in a series of 10 reports from Richard Hoy, who
is covering _at_d.Tech.Chicago. You will receive these
reports in addition to your normal Online Ads posts/digests.
This coverage is archived at:
http://www.o-a.com/adtech.Chicago/adtechChig-archive.html
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This conference coverage is generously underwritten by:
AdKnowledge makes planning, placing and tracking web advertising easy.
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plan, it's time to check out MarketMatch Pro and SmartBanner from
AdKnowledge. Find out how to automate the entire web advertising
process from pre-planning to billing and everything in between. Gain
control over your campaigns with a single point of contact. Save time
and money with the experience and know-how of AdKnowledge. Contact us
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Hey all,
Here are some short summaries of yesterday's action. More in-depth reports
will follow.
Media Panel
~~~~~~~~~~~
This year's _at_d.Tech Chicago show kicked off with a
roundtable discussion between David Coffey of Pentacom (the
agency that represents General Motors), Shawn Conly of
Intel, Sean Dee of Levis Strauss, and Karen Lichtig of Ford.
The discussion was moderated by Michael Tchong, editor of
ICONOCAST.
Lots of stuff was said, which I'll cover in another mailing.
But here are the highlights:
--none of the panelists would say how much money they were
spending on interactive advertising. The best anyone would
say is they are testing and have had good results so far.
--When asked why a brand should be on the Web, the most
profound answer came from Intel's Shawn Conly. He said just
being on the Internet has a positive impact on your brand
because your are perceived as more "cutting edge." This
isn't true for any other media. People don't think you're
more cutting edge if you do more TV or print advertising. In
Intel's eyes, that impact alone makes it worthwhile.
--Karen Lichtig of Ford made an excellent point when she
said it didn't seem to make much sense to do pay-per-click
in all cases. She posed the question of why is clicking on
an Dowy ad so valuable, and how can that be compared to
people clicking on an ad, say, for a car. In the latter
case, it is likely that a click on a car banner brings a
prospect one step closer to purchase. The same thing really
can't be said for the Downy ad. Her point was that if you
are going to go beyond paying on a CPM basis, you should
consider the value of the end result.
--Both Levis and Intel were very bullish on rich media, as
long as those who don't have the technology to view it a
low-tech version of an ad.
--When asked how much stock each panelist put in data from
media measurement companies, all of them acknowledged that
the methods are flawed. However, it is better to have some
data than nothing at all.
Search Engine Panel
~~~~~~~~~~~~~~~~~~~
The first keynote was a panel consisting of the
President/CEO's from every major search engine - Excite,
Lycos, Altavista, Yahoo!, Infoseek and HotBot. Of course the
strategy of the hour was everyone needed to be a "portal"
site - a entry point to the Internet for the consuming
masses. Every engine is engaging in deals for technology and
content in the hopes of being the number one portal. But
what it means to be the number one portal was different in
each case. For Altavista, is making a more organized Web
experience. For Infoseek, it means integrating the Web
experience. This also the strategy of Yahoo!. For HotBot,
they want to be the best tool for searching. And Lycos sees
its constituency as being both advertisers and consumers,
and they are interested in way to bring those two groups
together.
But the one engine whose strategy seemed to make the most
sense is Excite, who simply said they want to build a loyal
customer base.
More on this later...
FED EX - Turning Bits into Atoms
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
The FedEx presentation was more a glance into e-commerce's
future rather than advertising. But a fascinating one,
nevertheless.
FedEx's stated goal is to seamlessly turn bits into atoms.
What that means is they want to enable product orders to
come in electronically and then convert them to delivered
goods as quickly as possible - total supply-chain
management.
It seems that FedEx is morphing from a shipper of packages
to a supply-chain management service/consultancy.
More on this later...
Investing in the Future of the Internet
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Vinod Khosla, founding CEO of Sun Microsystems and General
Partner of Kleiner Perkins Caufield & Byers says the
Internet is under-hyped. He went through the standard litany
of statistics and points we'd all heard before. But he also
he threw out a two that I'd hadn't heard:
1.) Of the top 10 most popular brands on AOL, eight are new
brands, suggesting that in some cases you don't need
millions of dollars and a fancy advertising firm to build a
brand. All you need is the Internet.
2.) Is the Internet a social change or a technology change?
If it is just technology, then we just need to tweak our old
marketing paradigms to fit. If it is truly a social change,
we may need to completely throw away our old ideas because
there is a fundamental change in the way buyers and sellers
interact.
This ends the first report from _at_d.Tech.Chicago. Stay tuned for
more updates as the conference progresses. And in-depth session analysis
in the days following the conference.
======================================================================
----------------------------------------------------------------------
This conference coverage is generously underwritten by:
AdKnowledge makes planning, placing and tracking web advertising easy.
If the web spells chaos to you when it comes to developing a web media
plan, it's time to check out MarketMatch Pro and SmartBanner from
AdKnowledge. Find out how to automate the entire web advertising
process from pre-planning to billing and everything in between. Gain
control over your campaigns with a single point of contact. Save time
and money with the experience and know-how of AdKnowledge. Contact us
today!
Info_at_adknowledge.com 1-800-286-6778 http://www.adknowledge.com/
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