Advertising Week Ramps Up on Native Ads, Data and Second-Screen

More content about digital video, dynamic women and talent, too

When attendees at the 10th annual Advertising Week on Monday pick up their 263-page guide, by the sheer weight of that book, they'll know there's no shortage of content. That's by and large the case every year at the New York City trade show, but this program reflects a changing landscape of issues.

Sure, Facebook and Twitter are still pretty top-of-mind for industry players. But native ads, cross-screen marketing and startups are the topics with the biggest increases in content, according to event organizers. And mobile, digital video, dynamic women in advertising and overall talent issues aren't far behind.

"Every year, there's a pretty girl at the dance, if you will," said Matt Scheckner, evp of Advertising Week. "Years ago, it was digital. Now, digital is part of everything. Social has morphed into that now as it's embedded in everything. And mobile is arguably going in that direction. At the same time, there are subjects that require heavy treatment."

There are segments about targeting millennials, for one, with publishers Mental Floss, Complex and Cosmopolitan providing content. Those featured will run the gamut from reality star Kris Jenner talking high-level media concepts to comScore and Forrester analysts parsing out data.

"There's an enormous amount of content by design," Scheckner said. "One of the biggest misnomers every year is that we have a theme every year. There is no theme. We simply look at the subjects people are most interested in."

Advertising Week claimed that last year drew 80,000 attendees, and Scheckner said that this year, it's ahead of projections so far.