SCHED: ad:tech - san francisco '08

Links: Event Details/ Who's going | Original Source
About: In a digital marketing environment where you can no longer buy share of voice on a handful of networks, cable channels, mainstream periodicals, radio or important outdoor billboards, content has become increasingly more important. To further complicate matters, the old content delivery model has been turned on its head and the rules of engagement have changed. The consumer is now both reacting to advertising and creating it in real time and has become an inextricable part of the process. In addition to massive, unabated media fragmentation driven by an explosion of commercial and consumer generated media, consumers now have unprecedented control over how and when they consume media as well as whether they choose to engage with advertising and messaging. Agencies will either learn how to scale creative output to extend to multiple platforms and/or better engage consumers as both a channel and/or a content creation engine. With this new paradigm, brand advertisers need to gain more trust in consumers, as advocates and ambassadors but also as partners in the creation of the right content experiences. This panel offers perspectives and insights on how you can target, reach and engage a consumer nation that is taking control and likes their new-found sense of power.