Ad-Tech wrap-up: Continued up-turn of the industry & old advertising solutions coming to life again
By Laure Majcherczyk
Wednesday was the closing day of Ad-Tech-San Francisco.
Although all attendants are feeling pretty foggy right now
(1) from all the miles walked back & forth at the
conference, (2) from meeting-meeting-meeting and (3) from
all the parties at night, all attendants are also feeling
very-very positive about the future of the online
advertising.
Attendance at the show was among the highest and evening
parties were crowded with online advertising players eager
to celebrate the continued upturn of our industry. Yes,
optimism was in the air again. Ad-Tech San Francisco was a
smashing success due to the sheer number of people who
turned out to meet and greet new and old contacts.
Surprisingly enough, new, earth-shattering technologies that
could change the industry this Spring were not to be found
at the SF-Ad-Tech event. Instead the focus these days seems
to be on solutions that have been around for a long time but
have been overlooked for the last few 2 years. With email
response rates going down and pop-ups getting blocked, media
buyers are going back to advertising solutions that have
been neglected the last few years. Three advertising
solutions in particular appear to be collecting wind in
their sails:
-
Search
engine advertising:
Ironically search engine sites were among the very first
websites available on the Net; they are now a favorite again
of media buyers with their contextual CPC placements.
-
Desktop
advertising:
The race to users’ desktops has started. This solution has
been around for a quite a while but it is only now starting
to get mainstream attention.
-
Co-registrations/lead generation:
This advertising product was one of the star products of
2000 and was then put on the back burner. It’s coming to
life again! High quality co-registration suppliers, like our
coregmedia.com network, is experiencing a huge increase in
demand from media buyers.
Tony
Winders, Marketing Director at Valueclick Media, was one of
the exhibitor at ad-tech: "Clearly, online advertising is
back in a big way, and we found the audience to be excited
and motivated to learn more about what ValueClick offers to
major marketers and publishers. Judging by the traffic to
our booths and the quantity and quality of interest in our
web, search, affiliate and email solutions, we are delighted
with how the show turned out”. Bill Borzage, vice president
of corporate development at goZing.com says: “This year's
Ad-Tech appears to be a huge success versus Ad-Tech, 2001. I
was pleased to see industry veterans re-emerge with new
products and services based on real business models that
generate real profits. It is clear to me that this upsurge
in the market will continue to benefit our global market
research business.". Jason McClain of PrimeQ Solutions, Inc.
was an exhibitor at Ad-Tech: “What a show.... what a mighty
good show. Our hat goes off to AdTech this time. The
industry is back and it has teeth. Over 4000 interactive
marketers came through the AdTech show this year and PrimeQ
was there to see each of them. I've been to many trade shows
and never saw a more aggressive group of people than I saw
in San Francisco.”
The days
of severity, mistrust and survival seem to be left behind.
For the survivors at the show, it was time to lower the
defense shields that have been raised the previous years and
embrace everyone with open arms. For the newbies,
opportunity was limitless and millions of dollars are just a
few deals away!
Good
times are around the corner for all and it's time to raise
our glasses and cheer - The best is yet to come!
Laure Majcherczyk, Media Specialist, Trancos
Inc.,
http://www.trancos.net
