Click here for Day One of the Ad Age Digital Conference Recap

Day Two

The Ever-Expanding Online Universe

This was an engaging talk about the sheer growth of online media from Lorraine Twohill, Google’s CMO. Today, it’s estimated that the web contains 800 exabytes of digital content, up from five exabytes in 2003. These days, in three days time, we create what was the overall digital content in 2003. Simply amazing.

Social Networks: The New Engine of the Global Economy

Brad Burnham, Partner, Union Square Ventures believes the future of economies will increasingly depend on social and online networks and information. As such, there will be a premium on the efficiency and engagement of the networks. Over time, users will expect more services and value from these networks. Burnham believes the future will see online networks subsuming bigger and bigger chunks of the global economy. If you look to media, we may already be witnessing this phenomenon. Threaded throughout his conversation was the concept that the social sphere can be curated by marketers, but a very deft touch will be required so as to not over-commercialize this sphere. Those brands employing a heavy-handed approach will fail.

What’s the Value of Sharing?

We’ve all shared content online and understand its importance in spreading information. But how do you monetize online connections. Jared Hecht, GroupMe CEO, has formulated that sharing link on Facebook is worth $1.00 to brands — on Twitter, 10¢.

Beyond the App – Making Mobile Matter

This was a great presentation about the value of mobile marketing.  Amy Curtis-McIntyre, CMO, Old Navy and Evan Krauss, EVP, Ad sales, Shazam provided insights into how to maximize the return of your mobile marketing efforts. It turns out that 86% of TV viewers use mobile devices while watching TV (Nielson/yahoo mobile shopping study). And while TV remains the primary ad medium for a majority of Americans, more and more consumers are using a second screen simultaneously while watching TV. Dual and triple-screen viewing is confirmed in my own focus group of one — the other night while using my PC, watching Modern Family, and playing Word With Friends on my EVO.  This is also a testament to what we saw during the Super Bowl from Audi with their use of hashtags in their broadcast content — driving spikes in their twitter engagement.

Arianna Huffington’s Perspective

Arianna Huffington had plenty to say (as you might expect) about the future of online media. Huffington sees a new business zeitgeist emerging:

• Companies will do well by doing good (supporting causes and cause marketing)
• More firms will focus on localizing their attention and efforts
• Organizations should appreciate the importance of work/life balance
  

What’s Next After Ad Age Digital

It’s always energizing to hear how your peers are approaching the complex business challenges we all face, and the Ad Age Digital Conference was no exception. I can’t wait to integrate some of the innovations and thinking presented at the conference into what we do every day with our clients at Springbox.