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What to expect at ad:tech New York

Executives from Nestlé, Viacom Networks, Red Robin, Mastercard and Aflac will all speak about the various ways that digital is affecting their companies across all marketing mediums. Ad:tech New York will take place Nov. 6 -7 at the Javits Center and is expected to bring in more than 9,000 professionals in the digital marketing space.

?Ad:tech in general targets the entire digital marketing industry,? said Nicole Buraglio, marketing director at ad:tech, Dallas. 

?We have anyone from a marketing manager level at a brand to a chief marketing officer or owners of agencies ? we run the full gamut,? she said. ?As far as what?s new this year, we?ve added a lot of new features to the event, some of the bigger changes is what we are doing on the expo floor. People think about the educational program aspect to the event, and we?re trying to bring more attention to the expo floor.? 

Digital connections
The two-day event consists of keynotes and education-based sessions that are meant to be interactive and give attendees a chance to gain better insight into what it takes to remain competitive in the digital marketing world.

Previously, the content for the show was divvied up into tracks for each digital marketing medium. Since media are becoming more integrated together though, this year's program is meant to be all inclusive and sessions will not be split up by topic. 

One example of how digital is changing how brands buy media will be discussed during "The New Toolkit: From RTB to Native to Programmatic," panel which includes executives from Viacom, Washington Post, Fox Digital News, Turner Broadcasting and Yieldex.

?We?re testing different advertisers and going about mobile in different ways,? said Michael Greenspan, senior vice president of digital advertising operations at Viacom, New York. ?There are folks that are interested in mobile-only and those are that are interest in cross-device, and we are open to both,? he said.

Ad:tech is also focused on spotlighting some of the start-ups in the digital marketing space, which will be featured in The Startup series. 

Attendees can download a mobile application called DashTagg for iPhone and Android devices to compete in a real-world scavenger hunt at the conference. The app encourages attendees to collect Taggs from locations around the event, where they can take photos of other attendees and earn points to be featured on a leaderboard.

The consumer with the most points will win an all access pass to ad:tech San Francisco or New York 2014.

Growing expo floor
This year, ad:tech is placing more of an emphasis on the expo section of the event as a networking hub for attendees.

A stage will be placed in the expo room to include sessions from speakers.

There is also seating available in the expo hall so that attendees can schedule one-on-one meetings. 

The event includes more than 225 exhibitors, including a mobile zone with booths from leading vendors.
?The biggest piece of feedback that we have gotten from the people that come to the shows is that they come to network,? ad:tech?s Ms. Buraglio said. ?We want to make the expo hall an area where everyone talks, networks and enjoys the show,? she said.

Final Take

Lauren Johnson is associate reporter on Mobile Marketer, New York