Last week?s ad:tech New York show not only surpassed attendance expectations, but also surprised in its recognition of mobile?s role in advertising, marketing and content. This is good news.

An entire day was dedicated to discussing issues relating to mobile advertising, search, social media, video, location-based ads, content, SMS, marketing and the medium?s place in the overall multichannel mix. The first session on the state of mobile marketing and mobile?s role in the multichannel mix attracted more than 150 people ? split equally between brand and agency executives, along with online and mobile service providers (see story).

In addition to serious interest in the MobileMix track, ad:tech delegates also visited in droves the spacious mobile pavilion on the show floor. As reported in this publication last week, exhibitors were mostly satisfied with the level of curiosity and leads from the show.

Mobile was brought up even in the most important keynote of the event. Sir Martin Sorrell, CEO of WPP plc, an agency conglomerate comprising JWT and Ogilvy, raised a hat to mobile?s potential, although he was disappointed that mobile advertising wasn?t growing as fast as it should.

However, Sir Martin fully acknowledged that mobile was a game-changer (see story). He urged brands to dedicate larger budgets to the medium, up from the estimated 1 percent allocated to mobile advertising and marketing.

Indeed, even Nov. 6 keynoter Jimmy Wales, founder of Wikipedia and cofounder of Wikia, was stumped for an answer when asked about his brands? mobile strategy.

?Wikipedia doesn?t really have a mobile strategy as yet,? Mr. Wales said in response to a question asked by this writer, opening the door for a smart mobile marketing firm to help mobilize one of the most-trafficked content sites on Earth.

A bow at the show
Change will come, and it?s venues such as ad:tech that will make it possible.

Few thought that this year?s ad:tech New York would be a success, at least in terms of audience attendance. Anyone who stood in the registration line on day one ? more than an hour?s wait ? knew that the wind was behind interactive advertising and marketing?s back.

An estimated 10,000 people are said to have registered for the Nov 4-6 event, including walk-ins, exhibitors and fully paid delegates. Even the number of fully paid delegates?those paying to sit through sessions and walk the show floor ? was up, surprising the organizers as much as the attendees and longtime observers.

Contrast the energy from last week?s show at the cavernous Jacob Javits Convention Center in New York to the other marketing shows held this past year and it?s evident that the Internet and mobile are moving front and center of marketers? plans.

This year?s ad:tech New York is a continuing testament of departing ad:tech vice president Don Knox?s leadership skills and foresight in resurrecting a show once given up for almost-dead earlier in the decade.

Mr. Knox and his able lieutenants, including departing ad:tech programming chair Drew Ianni and content director Warren Pickett ? still in his post ? made sure that ad:tech was the last safe haven for brand, agency, publishing and advertising technology executives to discuss broader interactive advertising and marketing issues.

This team always ensured that ad:tech maintained an upbeat tempo, even in the worst of times, such as this current Great Recession. That said, word is out that this year?s ad:tech Chicago ? a small, but vital show to include the Midwest in interactive marketing?s embrace ? was the last.

It is a pity to see Mr. Knox and Mr. Ianni depart, although the system and team members they leave in place will serve ad:tech well in the years ahead as the show is repositioned. But the new ad:tech leadership should remember former president Calvin Coolidge?s admonition, ?Don?t fix it if it ain?t broke.?