Conference: The Age Of Engagement Has Arrived

Web industry executives are seeing broadband changing how the Internet is used, forcing ad campaigns to shift focus from a broadcast to a more subtle approach that invites consumers to engage with brands.Conversations last week at the Digital Marketing Conference (sponsored by Adweek parent company VNU) revolved around how brand advertisers can tap into changing media consumption patterns without chasing consumers away. "We have to be able to trust ourselves to trust consumers," said Kathy Olvany Riordan, vp of digital marketing and strategy at Kraft Foods. Here are some of the conference's key discussions:Engagement: "The challenge for marketers is to get invited into the [consumer] experience," said Joanne Bradford, chief media revenue officer at MSN, which formed a brand-experiences team to help advertisers like Volvo and Sprite connect with consumers on their own terms. According to Charlie Buchwalter an analyst with Nielsen//NetRatings, tapping into users' passions is key for advertisers operating in a fragmented media landscape.Broadband: "When people get broadband, their behavior shifts almost immediately," noted Joe Redling, AOL's CMO. Yahoo! backed up the assertion with research that shows broadband connections lead consumers to not only spend more time online but also broaden their use beyond tasks like e-mail and search to include socializing, organizing and entertainment. According to the study, about 70 million Americans and 70 percent of Yahoo! users now have high-speed connections.Online video: Armed with high-speed connections, users are more willing to turn to the Internet for entertainment, said Web publishing executives. Yahoo!, MSN, AOL and vertical properties like ESPN.com and iVillage are rushing to get quality video content online, even creating their own short-form programming for the Web. "What drives our business is good content," said Jeff Marshall, director at Publicis Groupe's Starcom Mediavest. Seller's market: The days of the Internet as a low-priced media option may be ending, as surging advertiser demand drives up prices for premium placements. "We're moving into this shortage economy," said Rick Bruner, research director at DoubleClick. Dean Harris, CMO at Vonage, which does most of its advertising online, said, "We're tapped out in a lot of high-reach sites."Behavioral targeting: However, plenty of remnant ad placements are left unsold, even at top sites. Advertisers said behavioral-targeting technologies, offered by Tacoda Systems and Revenue Science, could open up more high-quality ad space. Linda Perry-Lube, e-business and CRM manager for Ford's Lincoln Mercury line, said targeting audiences is attractive for advertisers in high-demand sectors such as auto. Going mainstream: Advertisers no longer ask why they should be online, said Wenda Harris Millard, chief sales officer at Yahoo!. "What they're saying now is ... how do I engage in it so I can connect with my consumer?" Shewarned that the decade-old Web ad industry risked overwhelming traditional advertisers with new-fangled vehicles like podcasts, blogs and RSS. She added, "To P&G and GM 10 years is not a long time."

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Conference: The Age Of Engagement Has Arrived

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