OUT FRONT AND CENTER

Mediapost's Outfront Conference on Tuesday held its audience for nine hours filled with nine panels and a star studded cast of speakers to include MSNBC's Chris Matthews and former Vice President Al Gore, Chairman of Current Media.

It was perhaps the only conference I can recall attending that held my interest for a full day.... a testament to the determination of Ken Fadner, Chairman at Mediapost and Joe Mandese, Editor in Chief to maintain a strong presence in key media channels. It signals a trend away from large multi-purpose, multi-channel venues towards more impactful "niche" conferences.

Sessions ranged from Dynamics of the Upfront TV marketplace to Advanced Metrics and a discussion on the acceptance of 3D TV.

Chris Matthews provided a respite from media issues to have a lively chat with the audience about everything from the Tea Party to Immigration, Sarah Palin and Obama. His commentary tonight will focus on "The Real McCain". On media ..."Your judgment about what to watch is driven by what you can learn".

Al Gore, no less entertaining, focused on sustainability in advertising driven by an ad model that should be subtle, targeted, efficient, not expensive and not intrusive. How "not intrusive" plays into the social network equation will be interesting to watch as I consider any commercial insert between the social interaction of two people or a group/community to be social interference or an "intrusion".

All considered the conference gets a AAAA rating.

OMMA METRICS-- WHAT'S IN YOUR COOKIE?

Yesterday's OMMA Metrics conference in New York drew an impressive gathering of brand managers, agency execs and pioneers in the analytics space from a wide range of companies trying to make sense of all the data.

There was no question that the cost basis for media has long been based on scarcity while new media focuses on value as its cost basis. This shift will drive a deeper reliance on data according to Adam Gerber, Chief Marketing Officer at Quantcast.

John Burbank, CEO at Nielsen Online noted a collaborative strategic partnership formed with Facebook to utilize its 400 million strong membership as a source for an "opt-in panel" for measurement. Joe Mandese, Editor-in-Chief at Mediapost asked about opt-in rates which Burbank skirted as a "state secret".

The afternoon keynote, given by Vipin Mayer, EVP Global Director of Data and Analytics at MRM Worldwide set the stage for a lively panel that focused on the need for brands to drive ad dollars from analog to digital media given proven roi measures.

The panel missed the one ingredient that could potentially become the snowflake that starts the avalanche ..... comfort. The 800 pound invisible gorilla in the room, television, is in the DNA of most major brand marketers. The easiest segue to digital media for television centric brands is broadband video. It breeds familiarity. Those in the analytics space would do well to consider a focus of initial efforts on video platform measurement.

OMMA Panel - The New Steroid - Data

CHASING TAILS AT OMMA ADNETS

OMMA's AdNets conference was one event you should have elected to go to on Election Day.

A well attended event at New York's Crowne Plaza kicked off with a keynote address by OMG's Digital CEO, Matt Spiegel. Focus of Matt's address and the conference was the audience ... not the one in the room, but the one on the other side of a computer screen surfing the web.

Finding your audience requires three layers of discipline ... the trading platform, the technology on top of the platform that automates, educates and learns, and the data .... "the currency that matters". Matt's takeaway was to stop selling reach ... sell audience.

His "E-Platform" : To Evangelize, Educate, Embrace and Enjoy the Ride.

One of the livelier panels focusing on the audience chase was moderated by Mediapost's Editor-in-Chief, Joe Mandese. Challenging his panel of agency contenders, Joe charted a course to find the reality under the hype for On Demand platforms.

Are they chasing their own tails to provide similar service offerings with no point of difference? The general consensus was that they are still very early to the game with a long way to go before they have an impact as agency players.

Who are the technology players? There are many (unmentioned by the agencies) to include Invite, Turn, Collective, Media Math, and X Plus One among others that, for the most part, drive the ad agency platforms.

Yet another panel moderated by Alan Chapell, President, Chapell & Associates questioned the efficacy of trading platforms and their ability to trump effectiveness defined by engagement and results.

The jury is still out.


Joe Mandese, Mediapost