Our first night in the city for Internet Week and we had the chance to check out Media Math’s panel on how technology is changing the advertsing world. The panel consisted of marketers from Kayak.com, Lot18, Loreal, Gilt City, and Yahoo & Yext/CapOne.
Interestingly, print and television was still getting a good focus of ad dollars and a challenge to measure. Recent web companies like Kayak have crossed over from the web to start doing television. Yet, they’re approaching it with the same critical eye that the web has enabled.
The always fuzzy “CPM” or Cost per Impression issue was raised and still figures into a marketer’s decision process, as it seems easy to lump it into brand building budgets. Not quite the straight line a marketer can track like paid search.
The point was also made that the television teams have had 50+ years to get pretty good at understanding what returns results. So maybe we shouldn't be so quick to dismiss them.
At the end, the panel touched briefly on social media and the ways consumers are taking control of a brand. Look for big shifts to come in the next two to three years.
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