The Yahoo! Advertising blog’s got you covered
This week, your indefatigable Yahoo! Advertising correspondents went on a field trip to the 4A’s “Transformation 2010” conference in San Francisco. (Those 4A’s stand for the American Association of Advertising Agencies.) While there, we did old the meet and greet, tweeted, and posted to Facebook our take-aways from some the smartest minds in the advertising world. We even did a little live blogging and took some video, too. (Lookin’ good, Carol!)
Below is a round-up of some the most interesting sessions, in case you couldn’t be there in person.
How Social Media Has Transformed the Communications Landscape
Who: Arianna Huffington, Co-Founder and Editor in Chief, The Huffington Post
What: Huffington spoke with considerable humor about how the Internet in general and social media in particular have changed the way people interact with media content. “We”---meaning users as well as media outlets---“are consuming news, sharing news, developing news. We are all part of that story,” she noted. Online readership is up 34 million in the past few years, while newspaper viewership is down 7 million. The key for understanding and engaging the online medium for publishers and advertisers is “transparency and authenticity.” At the 4A’s conference, she mentioned what she calls the “four E’s:” engagement, energy, empathy, enthusiasm, enrichment. These are the real drivers of audience behavior online.
So What?: The shift in attention to online presents a huge opportunity for advertisers and marketers because the most engaged consumers are the most loyal consumers. Notable quote: “If Carol Bartz is outspoken, what does it make me, a demure shrinking violet?” Probably not, Ms. Huffington.
More on this session via AdAge.
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