DigitasLBi is on the ground at Advertising Week 2013! Follow us on Twitter (@digitas) for live updates and insights, and check back here for recaps from some of our events.
This week, AOL hosted its first ever Programmatic Upfront, announcing new offerings, and featuring presentations from a wide array of brands and agencies on how technology and automation have changed digital advertising for the better. Tim Armstrong, Chairman and CEO of AOL, kicked things off with a look at the massive growth of the ad industry over the last decade, the projected growth to come, and how powering people with technology will be at the forefront of those changes.
Some of the featured speakers and presentations included:
- Executives from Hyatt and Accuen explored the importance of data, and finding ways to make data and optimization a part of their daily workflow. For instance, an 18-month research study on the different needs of female business travelers led to Hyatt prototyping a number of operational changes, including healthier menu options, providing flat irons in bathrooms, smaller bathrobes, and more.
- VivaKi’s Chris Paul spoke about how technology has presented advertisers with an unprecedented opportunity to buy smarter, leaner, and better. His lessons for marketers as they dive into automation are to simplify the pitch (let’s avoid falling in love with our nerd-speak), think about winning the small victories, and put a stake in the ground—don’t be afraid to make a prediction and stick to it.
- Nate Silver, editor-in-chief of ESPN's FiveThirtyEight blog, discussed the need to sort through massive amounts of data (according to IBM, 2.5 quintillion bytes of information are produced each day) to find the signal above the noise. If we really want to make accurate predictions about big issues and events, we must think in terms of probability, understand our own biases and assumptions, and constantly test our beliefs and revise our assumptions.
- DigitasLBi’s Nicole Estebanell and Lenovo’s Kevin Berman discussed how programmatic buying can give back time and resources to focus on creative ideas and executions versus spreadsheets. The duo explored the algorithm that kicked off Lenovo’s fantasy football program this year with the Fantasy Coach of the Year contest, and then presented Tough Season, a web series done in partnership with The Onion. Combining a mix of real-life pro-football players, extensive social engagement, and real-time NFL events, Tough Season is both a mockumentary and a love letter to fantasy football fans. And it’s an example of how programmatic buying has given them the time and space to take their media plans further, and focus on big brand ideas.