Views from the Mobile Marketing Pavilion at ad:tech Chicago

By Mickey Alam Khan

August 6, 2008

The inner circle

CHICAGO – Seven mobile marketing-related companies are exhibiting within ad:tech Chicago’s first mobile marketing pavilion and two outside with other interactive firms. Their take on day one.

Matthew Valleskey, manager of marketing communications for mobile services at common short codes specialist NeuStar Inc.

Exhibitor, Mobile Marketing Pavilion

“We’ve got many different folks in the pavilion. There’s some new technologies, a couple of startup ventures trying to get into the space because it’s still growing.

“We’ve got seven participants [Mobile Marketing Pavilion exhibitors] for a smaller show, which I think is good.”

Typical questions asked by visitors to the pavilion:

“The most typical question asked is, ‘What do you do?” What are common short codes? Most people know what a common short code is, but they don’t know what it [really] is. Once you explain, they say, ‘I know what it is or what those are.’

“It’s more about the education, where mobile can play in advertising and marketing.

“When you start explaining the different ways in which people can integrate mobile campaigns into their traditional media, then the lights start to go off.”

What’s the one thing Mr. Valleskey would do differently about ad:tech Chicago?

“This conference is called ad:tech. But I haven’t talked to any folks in the traditional ad space other than the boutiques.

“You don’t see anybody here from the big agencies. Once again, agencies are slow on the uptake.

“I think brands and consumers are going to force them to say this is the way we want our information”

Don Knox, vice president of Larkspur, CA-based ad:tech Global

Organizer of the ad:tech shows nationwide

“We’ve seen an increase in attendance for us, which is really positive. It’s about 2,700 [attendees at ad:tech Chicago].

“It’s still a small show compared to San Francisco or New York, but it’s still a rise year over year.

“The mobile pavilion is proving to be a great success. We saw an increase in Chicago over [ad:tech] Miami. We offered a priority placement for people who participated here – first rights to a spot.

“We have a unique floor in ad:tech New York. It’s in the Hilton for the last time this year and then next year we’re at the Javits Center [in New York]. The fact is we’ve outgrown the Hilton.

“The next ad:tech in New York it’s going to be co-located with the Portable Media Pavilion. We’re working with Susan Bratton’s Association of Downloadable Media who will help us locate the sponsors just as NeuStar does with mobile.”

Jared Reitzin, CEO of mobile and email messaging firm mobileStorm, Los Angeles

Exhibitor, Mobile Marketing Pavilion

On ad:tech Chicago:

“I haven’t found it to be that successful so far. I think the quality of leads hasn’t been as strong as San Francisco or New York.

“The foot traffic hasn’t been that great and most people are not doing mobile, but have plans to, but it’s not a priority.

“One girl thinks clients don’t think it’s proven yet – but clearly it is.”

James Dobbs, vice president of business development at OTAir, a Richmond, VA-based mobile marketing agency with clients such as Miller Brewing, General Motors, Landmark Communications and CareerBuilder.com

Exhibitor on the show floor

“We love ad:tech. We have such a good response. Just today [Aug. 5] I had three [prospects] saying, ‘I want to do almost everything you have.’ People, after they come to our booth, they say ‘I want to do everything.’

“Next year we’re going to ad:tech San Francisco and New York. We’ve been here last year. It was our first experience at ad:tech. We’re also going to Interact 2008 in DC.”

How is this ad:tech different from the past year’s?

“For us being in the mobile space, you can see it in people’s eyes. A year ago people would walk past the booth. There was a squint in their eye – ‘What’s this?’

“Now, they walk up to us.”

OTAir recently inked a partnership with MojoIM, an enabler of custom mobile applications, to expand its mobile loyalty service. Given its pedigree, the agency is fully qualified to comment on the current state of mobile marketing.

“It’s got to be ROI-mode. There’s no more brand awareness. The quirky stuff is out the door.

“And now the question is, from brands and agencies what we’re hearing is, ‘How’s mobile going to help my bottom line? How’s it going to impact on lead generation? How can I use mobile to enhance marketing? How can I extend the reach of traditional advertising to mobile?

“We have to go that way or it’ll continue to be ringtones and wallpapers.”