Ad:tech takes mobile marketing pavilion to Miami
May 16, 2008
Some day that will be mobile ...
The response to the mobile marketing pavilion at ad:tech San Francisco last month has convinced the nation’s leading interactive marketing technology show organizer to take that concept to Miami.
The mobile marketing pavilion at ad:tech Miami June 3-4 will be smaller than the one in San Francisco, but it will have the same mission to educate visitors on this latest interactive marketing channel. Telecoms and Internet clearinghouse NeuStar Inc., Sterling, VA, continues its sponsorship of the pavilion.
“The pavilion will be slightly smaller as the entire show floor is smaller than in San Francisco,” said Don Knox, global vice president of ad:tech Expositions, Larkspur, CA.
“Also, we’ll be adding a networking area where exhibitors and attendees have a chance to connect for more in-depth discussions,” he said. “The pavilion will also have a slightly different configuration that will allow for better visibility and traffic flow.”
The pavilion will be located next to the Cyber Café and in front of the ad:tech sales suite.
All told, 1,500 attendees are expected at the Miami show. The registrants include executives from advertiser-side companies, brand marketers and advertising agencies who target the U.S. Hispanic and Latin American markets.
Not surprisingly, the Hispanic focus is reflected in the agenda, including the mobile component. One session, for example, is titled “The State of Mobile in Latin America” and another is named “The State of Mobile in the Hispanic Markets.”
“We’re really getting at the culture of these audiences, identifying the themes of these cultures that marketers can maximize,” Mr. Knox said. “Obviously, media and entertainment is big, audience acculturation is also big.
“From a mobile standpoint, it’s crucial for these audiences because for these cultures it’s often the way they stay in touch and communicate rather than hopping on the Internet or sending a letter,” he said. “The cell platform is their social media vehicle of choice.”
Mobile stays put
The mobile marketing pavilion is now a permanent feature at all ad:tech shows worldwide, including the Aug. 5-6 ad:tech Chicago and ad:tech New York in the fall. The ad:tech London 2008 show will also have a Mobile Zone.
In a way, attendee reaction to the pavilion at ad:tech San Francisco convinced an exhibitor such as NeuStar as well as the show organizer that a need was being met.
Matthew Valleskey, head of marketing communications for mobile services at NeuStar, said his company appreciated the exposure from the show.
“It also allowed us the opportunity to bring some of the key players in the ecosystem together in one place, so that attendees would be able to get a good cross-section of the services and companies that play in the space,” Mr. Valleskey said.
“It also allowed NeuStar and all the participating companies to continue promoting the benefits of mobile marketing and showcase how it complements traditional marketing and advertising,” he said. “We got a good deal of leads and are pursuing several opportunities that originated from the show.”
Indeed, several representatives from other shows and associations visited the pavilion and seemed eager to nick the idea.
The Direct Marketing Association, for example, will have a mobile marketing area at its DMA08 annual show in Las Vegas this October after its events executive visited the pavilion at ad:tech San Francisco. This bodes well for marketers, since the DMA is the leading trade association for direct and interactive marketers.
While the idea may be good, it all boils down to traffic on the floor. Ad:tech typically attracts interactive marketers specializing in areas such as search, online advertising, rich media, online video, word-of-mouth marketing and online media.
“The pavilion had very good traffic for both days of the show in San Francisco,” Mr. Knox said. “There seemed to be a lot of buzz around mobile, and many attendees were excited to see mobile marketing companies represented on the show floor.
“Many attendees wanted to know how they get started in mobile marketing and advertising, what types of technology is out there, and what are the direct types of campaigns they can employ,” he said. “There was also a good deal of interest in metrics and measurement around mobile campaigns.
“In a post-show survey, 33 percent of the respondents said they wanted to see more content and companies involved in mobile marketing at upcoming shows.”