This week is Advertising Week in NYC. On Monday and Tuesday, my colleagues and I made it to both IAB MIXX (full disclosure: IAB is a client) and OMMA Global. Personally, I spent most of my time at OMMA and here are some initial observations.
The free model works for conferences. OMMA presented a great lineup of speakers and gave it away for free. The morning general sessions that I attended were packed, especially Arianna Huffington’s keynote on Tuesday. My guess is that a significant amount of people in the industry in NYC decided that free networking and free sessions were worth their time.
Exhibit placement and design matters. It’s always important to get your sponsorships done early so you get the prime spaces – like right at the entrance of the exhibit floor. It’s worth it to be up front because some people will not take the time to explore every single space of the exhibit. Foot traffic is valuable. Plus, a great booth design is a must. Having simple and straightforward signage, with just marketing brochures to giveaway makes a company look uninteresting.
There is still mass confusion about intermediaries (ad networks, DSPs, sell side platforms, data companies, etc.). Plus, there is still a major love-hate relationship between these companies and the publishers and advertisers themselves. It feels like we’re all forced to like each other because it’s all one big sandbox for us to share – a sandbox worth billions, I might ad.
Reporters don’t really like having to travel back and forth to two conferences. The ones who cover the ad industry with smaller staffs have a difficult time managing their time in both conferences. As a PR practitioner having to do the same thing, I can sympathize.
Horn Group’s own PR is doing a good job. About 33% of the people I spoke with had positive feedback about Horn Group itself. It confirms that our name is out there in the industry and that the work we do for clients is resonating. In fact, if people had not heard about Horn Group, half of them know about the work we’ve done for clients. That’s the way we’d want it.
That’s it for now. If you’ve got other observations to share from OMMA or MIXX, please pass along.