They say all good things must come to an end, and we have reached the last of our Executive Partner Summit coverage. Let’s take a look at some of the most important points from each session and then make some predictions about the future, courtesy of Trueffect’s own Martin Smith, Jim Oney, and Dane Elliott.
Gunther Sonnenfeld opened the summit with some food for thought:
If you have the capability to adapt, monitor the conversation and respond.
Consider the outlet: Just because something is the biggest, doesn’t mean it’s the right target. Looking at YouTube vs Netflix as a channel, YouTube has vastly more traffic and daily users but:
- Reality of YouTube - conversations are disparate, don't have the long-tail. No conversion.
- Netflix - better at localized conversations and themes.
Give audiences opt-in and they will participate. Marketing is an opportunity to actually build a market.
Over and over again during the summit, we heard the same message: always deliver the right ad to the right audience at the right time for the right price. Whether it was from Scott Trevathan or Mike Ricci, our speakers were clear, the goal and the challenge was about delivering ads where they belonged. Here are some gems from each speaker’s presentation.