I am attending the 2006 Ad-Tech show being held in New York City at the Hilton Hotel on 6th Avenue.
I have had the great experience of witnessing the growth of the web from the, "inside, out."
You see, my first show with Ad-Tech was in 1998, when I was with Advertising.com. Seeing the changes of companies, people, and concepts, is staggering and overwhelming.
Here are some terms you did not hear AT ALL (if you attended this conference) in 1998.
Some of the "newer terms" are:
Online Video, Web 2.0, Social Media, Behavorial Targeting, Social Targeting, Keyword Optimization, Google, Integrated marketing online.
Crystalizing the changes in the online media world, has been the growth and acceptance of, THE WEB as a, branding channel........
In 1998, many viewed the immediacy of information, and results from the internet as simply a, direct marketing/performance channel.....
I type this post as I sit in a session of Media Buyers and Planners from major agencies, who are pontificating about their needs and desires from vendors and media properties.
It STILL all boils down to one thing: PERFORMANCE.
Performance for Advertisers has many different and unique metrics by which to judge -- but some concepts that stand out, and clearly differentiate what makes the web so successful, (when compared to other media, such as print, newspaper, radio and TV) is:
1) Rapid Data Feeds
2) Consumption of Web Based Media is outpacing all other forms of media
3) Reach and Frequency of both portals, and networks
4) Unique Content
5) Applying Technology and Optimization to continually refine and maximize results
6) Limited Risk (compared to 1998)
There are many more.....
The point is that INTERNET ADVERTISING is growing rapidly. The numbers are simply enormous -- but advertisers (both Brand and Direct Response) have now - KNOCKED THE WALLS DOWN TO SPEND SIGNFICANT PORTIONS OF THEIR BUDGET ON THE INTERNET.
If you are reading this, and you, OWN NO internet advertising companies stocks in your portfolio, think again.
Google is extra ordinary (in terms of performance)....and is now the 900 pound gorilla with publishers and advertisers alike.
There are many other excellent companies (not as dynamic as Google) that have tremendous upside for potential investors.
Think about this:
"Whats is your primary means of consuming media?"
For many it is the internet, and if it is -- you are part of the trend of growth, JUST BY DOING WHAT YOU ARE DOING RIGHT NOW.
Crazy days at Ad-Tech 2006.