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Sessions at SXSW Interactive 2012 about Advertising

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Friday 9th March 2012

  • We Made This, and It's Not an Ad

    by Robbie Whiting

    What if agencies and marketers created products and services, not just ads? And what if they made these things for themselves, not just for clients? They do. But tackling things like product design, creating new businesses or building complex real-world experiences requires a creative, technical, managerial and entrepreneurial spirit more associated with Silicon Valley than Madison Avenue. It demands new roles, agile approaches, external partnerships, technologies, investments and compensation models that can drive even the most hardened finance director crazy. And in some cases, it may even require a complete reboot from the ground up. The ability to make something that isn’t an “ad” is no longer optional in modern advertising. But it's certainly not easy, either. So what can we learn from the makers, technologists and agencies already playing in this space? Turns out, a whole heckuva lot.

    At 3:30pm to 4:30pm, Friday 9th March

    In Capital Ballroom B, InterContinental Stephen F. Austin

    Coverage slide deck

Saturday 10th March 2012

  • Multi y Mono: A Cultural Advertising Battle

    by Carl Settles, Sergio Alcocer, Kelli Coleman and Leslie Wingo

    With ethnic minorities now representing the largest and fastest growing segments of the consumer economy, the very definition of the general market is being challenged. Multi-cultural agency heads such as Translation’s Steve Stoute are eschewing their parent agencies (Mr. Stoute bought back a majority stake in his agency from Interpublic) in order to compete for a larger share of the marketing pie. In his book, The Tanning of America, Mr. Stoute lays out a compelling case for why he and many other multi-cultural agencies may be better suited to influence general market consumers than their largely mono-cultural counterparts.This panel explores the unprecedented opportunities for minority owned agencies and talent to move to the forefront of the advertising landscape. We’ll hear from key executives from GlobalHue, LatinWorks and Sanders\Wingo ad agencies as they lay out their visions for advertising in the 21st Century and the defining role minority media makers are playing in it.

    At 9:30am to 10:30am, Saturday 10th March

    In Room 5ABC, Austin Convention Center

  • Books Win the Attention Economy

    by Richard Eoin Nash

    The invention of the printing press transformed society by breaking up elite strangleholds on entertainment and information. But governments and corporations figured out how to tame the next wave of media—TV & radio. How can the Internet fulfill its true revolutionary promise and avoid being co-opted again by the economic and political establishment? By uniting with the book, the last medium to accomplish that. Average time spent per user on books is hours, lifetime revenue per author approaches one thousand dollars. But they're damn idiosyncratic and sampling them is hell, so current technology and business models favor lowest common denominators to maximize advertising revenue. By combining the Internet's capacity to power creation and consumption with the book's capacity to get deeper inside the human mind and identity than any other medium, the Internet can balance its dependence on corporate advertising with the economics of individual choice.

    At 3:45pm to 4:00pm, Saturday 10th March

    In Texas Ballroom 4-7, Hyatt Regency Austin

Sunday 11th March 2012

  • How We Do It in Brazil

    by Willie Taminato, Cristiano Dias and Alexandre Kavinski

    You already know that Brazil is one of the fastest-growing economies in the world, that it will host the 2016 Olympics and the 2014 FIFA World Cup, that it has more than 1 mobile phone per capita, is second in the world in number of hours spent online… But what's beyond that?

    Brazilian professionals know more about the US than Americans know about Brazil. If you want to score big in Brazil you should understand how the cultural differences reflect in the way Brazilians consume media and relate to each other online, in a country where the top 7 websites answer for more than 70% of web traffic. (compared to 7% in the US if you exclude Facebook)

    Our panel will have professionals with expertise in the areas of social media, search marketing, IT and advertising, giving you the inside scoop in one of the best places to do business right now.

    At 12:30pm to 1:30pm, Sunday 11th March

    In Room 5ABC, Austin Convention Center

  • Can The Biggest Ideas Fit in Smallest of Ad Spaces?

    by Aman Govil and Cecelia Wogan-Silva

    This year, Internet advertising turns 18-years-old. And yet despite almost two decades of innovation online, digital ads are still being used to simply inform more than they're being used to connect, engage and entertain.It is time to put digital advertising to the ultimate test. We selected four iconic commercials of yesteryears, and asked the legendary creatives behind them to re-imagine them for the digital age. These advertising icons defined the mediums of the past. Now they're back to help shape the medium of the future, prove that great ideas come first, and inspire a new generation of creative minds along the way.The Brands: Coca-Cola, Avis, Volvo and Alka-SeltzerThe Films: No experiment is complete without its lab book. Documented by Emmy-award winning filmmaker Doug Pray, you can watch the process unfold and witness the journey of the five icons as they put the minds and the medium to the test.This session is sponsored by Google.

    At 5:00pm to 6:00pm, Sunday 11th March

    In Ballroom G, Austin Convention Center

    Coverage audio clip

  • How to Personalize Without Being Creepy II

    by Mark Peters and Mat Harris

    For content developers struggling to generate engagement, personalization is a type of salvation. Centenarian news organizations are looking to revive their relevance in an era of unlimited free content. For them, mass-personalizing for each audience of one is an extremely compelling means to regain influence and earn back reader loyalty. At the same time, advertisers are under more and more pressure to optimize ad performance and deliver results.

    Continuing the debate that has persisted since last year's panel, we take an even deeper and more introspective look at the challenges, ethical dilemmas and complicated trade-offs of personalization.

    2012 brings even more users to social media in an increasingly mobile web - prime territory for advanced content personalization. Social media users are gaining sophistication and seeking answers about their data, its permanence and portability.

    In 2012, personalization practices promise to be as obfuscated and unconventional as ever before. Legislators around the world offer empty promises of consumer protection without having any real basis for guaranteeing it. What is right -- and wrong -- in this wild, wild West?

    At 5:00pm to 6:00pm, Sunday 11th March

    In Capitol View North, Sheraton Austin Hotel at the Capitol

Monday 12th March 2012

  • In-App Mobile Ad Implementation Challenges

    by Seth Hart, Brian Bos, Iryna Newman, Kamal Kaur and Krishna Subramanian

    Mobile advertising spending is poised to top $1 billion in the U.S. for the first time, according to eMarketer. Of that potential billion dollar spend, in-app advertising is expected to double to over $600 million. The driving force behind this dramatic growth is rich media in-app advertising.

    As online advertising reaches a tipping-point into the mobile arena, there is a glaring realization that the mobile ecosystem is not ready to handle the predicted advertising volume and growth.

    This panel will focus on one area that is hindering the scale of rich-media in-app advertising – proprietary software development kits (SDKs).  In order to execute a rich media in-app campaign, ad networks require that publishers implement unique software into each campaign. Developers have to expend significant time and resources to learn and implement the coding requirements, and when multiplied over several ad partners it becomes a burden and hindrance on growth and adoption. By introducing a standard open-code SDK, the industry can overcome this roadblock in time to capture the tide of advertising budgets headed in the mobile direction.

    This session will cover the evolution of the in-app advertising ecosystem, as well as highlight the current issues with implementing a rich media campaign. Finally, it will offer solutions, including an open-code SDK and other initiatives that are currently in progress.

    At 11:00am to 12:00pm, Monday 12th March

    In Salon K, Hilton Austin Downtown

    Coverage audio clip

  • The Frontline Report of Japanese Interactive Arts

    by Daito Manabe, Motoi Ishibashi, Yasuharu Sasaki and Kensuke Sembo

    Dentsu, a Japanese advertising giant has been trying a new frontier of marketing in a society where virtually everybody has high speed mobile Internet connection. In this session, by introducing the cutting-edge Japanese Interactive Arts, we will reveal why those unique arts were born and how they have been received, supported and evaluated by mobile-driven Japanese society. This panel will tell you what it is like to live in 24/7 connected communication infrastructure and show where the future of mobile marketing is heading.

    At 11:00am to 12:00pm, Monday 12th March

    In Salon FG, Hilton Austin Downtown

    Coverage audio clip

  • Alternative Channels of Digital Distribution

    by Josh Gertz, Dave Spinato, Adrian Capobianco, Michele Edelman and Pepper Evans

    Digital Advertising is on the rise while consumer engagement with online advertising is on the decline. With so many messages competing for attention, today's consumer expects to be rewarded for their choices. Join an exclusive panel of digital content experts to discuss how digital promotional advertising has emerged as a new distribution channel for content owners and how content activates consumer behavior and builds brand loyalty.

    At 12:30pm to 1:30pm, Monday 12th March

    In Salon K, Hilton Austin Downtown

  • Adprovising: Agile Marketing Made Easy

    by Tim Leake

    Thanks to digital and social media, Marketers and Ad Agency folks have gone from having a one-way conversation with customers into a million-way conversation. We’ve added capabilities to create digital work. But that misses the point. What we really need to do is learn how to create work for a digital world. We know we need to be agile, but we don't know how to do it. "Moving quickly" doesn't play well with "covering your ass." We want everything: work that's creative, gets noticed, maximizes results and minimizes risk. (And, preferably, is affordable.) Adprovising is a simple set of rules to help us get there – joyfully stolen from the world of improv comedy and repurposed to suit our own needs.

    At 3:30pm to 3:45pm, Monday 12th March

    In Texas Ballroom 4-7, Hyatt Regency Austin

    Coverage slide deck

  • Can Washington Make Your App Illegal?

    by Ahmed Siddiqui, Mike Sax and Jonathan Godfrey

    So you've worked for months writing code, assembling creative, and testing out your app until it it's finally ready for mass consumption. The App Store has approved it and you are getting solid reviews. But how are you storing your users' registration information? Have you taken adequate steps to ensure its authenticity? Do you know how old your users are or what information is being passed on to advertisers? A wrong answer to these questions could land you in hot water with the authorities. And Congress is considering regulations to strictly monitor the relationships you have with your customers. Our panel discusses avoiding privacy pitfalls. Experts will share their experiences negotiating with Congress and explain how to modify your app to avoid enforcement action by regulators.

    At 5:00pm to 6:00pm, Monday 12th March

    In Salon K, Hilton Austin Downtown

  • Big Data + Social Graph

    by Eric Wheeler

    All we read about these days is the promise of “Big Data.” Companies like Google, Facebook, and Amazon are just beginning to tap into the mass information they possess, and one shudders to imagine just how much these companies know about what we’re up to online. There’s no telling how much data there currently is, and may become available in the future, and still no clear path on how to balance the opportunity with the risk. The only thing that is certain is that data is the hottest topic this industry’s seen in a long time – and all of the data in the world won’t help marketers without the right filter. The real power lies here: in the Social Graph. The Social Graph is the missing link between advertising and our interactions on the Web. By tapping into the social connections and relationships between a brand’s loyalists and her closest friends, the Social Graph revolutionizes the degree of advertising effectiveness, with infrastructure that respects consumer privacy.

    At 5:15pm to 5:30pm, Monday 12th March

    In Texas Ballroom 4-7, Hyatt Regency Austin

Tuesday 13th March 2012

  • Mobile Ads: Best Practices for the Music Industry

    by John Bolton, Bobby Rosenbloum, Archie O'Connor, Aaron Ray and Jeff Roberto

    Navigating the mobile-digital music landscape is difficult at best. The growing number of mobile music providers who is focused on or struggle with - how to distribute, monetize, drive downloads, and engage in consumer behaviors. This session will feature insights from key stakeholders in the mobile music space, including service providers, managers, musicians, lawyers, and platform technologies. We will discuss pain points within this space and effective best practices to minimizing barriers. Music downloads to mobile phones is a $2.4 billion industry today and is expected to hit $5.5 billion by 2015 (Jupiter Research), yet the discourse between the stakeholders has yet to mature. Come join the conversation and be at the forefront of the mobile music revolution. This session is sponsored by InMobi.

    At 3:30pm to 4:30pm, Tuesday 13th March

    In Capital Ballroom B, St David's Bethell Hall

  • Taking Your Brand Back from Your Customers

    by Virginia Alber-Glanstaetten and Peter Wolfgang

    Consumers today expect more and more from your brand. While some would argue, consumer's now "own" your brand, we counter with the notion that companies who’ve lost their brands to their consumers did so because they failed to remain relevant.

    Traditionally, brand communications focused on "how" companies were going to tell the story of their brand. In today's market, the "how" is being replace by "what". The focus is on what is being said and through what medium. For brands to deliver on their unique value, and their promise, they need to create experiences, build programs, and offer entire solutions that demonstrate "what" brands are doing, rather than "how" they are saying it.

    Digital media allows for new ways not only for brands to connect with consumers, but also to learn from them, innovate, and strengthen their promise. Digital media and interactive products offer brands a new set of tools, and experiences to compel and engage audiences. As brand and product experience collapse into one another, branding in the interactive space calls for new approaches to both. This panel discusses how best practices from advertising, user experience and interaction design can be applied meaningfully to branding in the interactive space.

    At 5:00pm to 6:00pm, Tuesday 13th March

    In Assembly Room, InterContinental Stephen F. Austin