AdTech 2015: Five Wins and a BooBoo
March 25, 2015
AdTech India’s Twitter bio calls it “India’s largest, most diverse digital marketing event”, and I don’t blame them for the subtle gloat because it is! Every year, within two to three days, the game changers of the industry share their wisdom with marketers, entrepreneurs and digital media enthusiasts.
Their 2015 edition saw luminaries like Rahul Welde, Rob Norman, Mukesh Bansal, James Montgomery and many others.
What was an overall brilliant experience was somewhat soured with a shabbily managed venue, cramped setup and a very irritating trail of spam tweets flooding twitter:
The photo booth activity might have been a success on ground, but for those tracking the hashtag to keep up with the conference it just looked like AdTech made a very smelly BooBoo. But, other than that, all was fabulous, 100 points to Gryffindor!
So, here are the 5 wins I gathered by stalking #adtechin15.
- The democratic, Internet powered era of communication is upon us
The Internet is a powerful powerful medium; it is empowering and enabling both brands and consumers alike. Brands can tailor their message and serve it to their target consumers at a time when they are most likely to convert, it is helping individuals grow and succeed as one man teams. “Ad networks are becoming proactive with regard to optimizing their own revenues by helping out publishers they work with. We got a lot of collaborative conversations initiated on AdPushup regarding the same.” Said Rajeev Vaishnav, from AdPushup In other words, the Internet enables a collaborative setup that is mutually beneficial for everyone involved, consequently the communication is stellar and its reach is vast, that’s a very lethal weapon to have for businesses and content creators alike.
- Clients will FINALLY start taking digital seriously
Pro photographer, tech blogger and AdTech attendee Faizan Patel says if he could change one thing about the industry it would be the “client’s approach towards social media as a potential medium to reach out to customers. Clients are still skeptical about digital spends and not open to creative ideas.” With an expected 35% hike in digital spends. We’re hoping that will change. No more “Facebook hie toh hai, kuch bhi daal do” (hopefully).
- Mobile Marketing for the win! Giddy up!
As of 2014, we were the world’s third largest internet consumers, with 7 of 8 users accessing the Internet via mobile. The affordability of mobile Internet as compared to fixed-line connections is what attracts the rural market while the urban consumer is a fan of multitasking and keeping connected while on the go. “Companies need to figure out a way to integrate online and offline marketing better. It will provide a better reach for the brand and a better experience for the consumer.“ Says Twitter celebrity Pankaj Sinha. It is a fact that mobile marketing cannot be ignored, what businesses need to focus on now, is how to tailor their brand experience to screen size. The user’s experience at your mobile app/site will make all the difference. Giddy up!
The digital space is becoming increasingly competitive, the need to measure better, mine more insights and ask the right questions has never been greater. L V Krishnan, CEO TAM Media believes that “In the digital world, there are two aspects: Making measurement happen in a better way, and using the Big Data space and projecting it into a wider universe.” He said -“What data does is that it provokes a lot of new ideas. Cross-media comparisons of data lead to incremental increase in spends, the challenge is to get platform owners to utilize that data.”
- Obstacles and problems will give way to victories and solutions
While the industry is flourishing in leaps and bounds, there are still many handicaps on the way and some of them are pretty ironic. For example, we consume Internet gluttonously but our ‘Internet revolution’ is still buffering in terms of speed. While a large chunk of our Internet consuming population is rural, we still desperately need content in regional languages to bridge the language gap. 90% of jobs are expected to have ‘social media’ as one of the skills, but what these ‘Skills’ actually are? That’s an answer most are clueless about. However, the good part is that we recognize these issues and that decision makers are finally considering digital important enough to want to deal with them.
In conclusion I’d like to say that the field is still in a very dynamic state in the country. The rural market gap, lack of quality bandwidth, data analyzing techniques, underutilized platforms, validation issues are all factors that can be seen as both obstacles and opportunities to change things and leave a mark. If I were you, I’d be on the sunnier side of the sky making lemonade.
Additional Reading : What you Could Have missed if you Didn’t Attend the AdTech