Newsroom
In Praise of Technology: Talk NYC Comes to Wunderman
by Wunderman
New York -- A crowd of over 100 converged on October 12 at Wunderman’s New York office to talk about the relationships between brands, technology and agencies at Round 3 of the Tech Madison Avenue series organized by TALK NYC and sponsored by Wunderman. The event featured experts in mobile, video and social marketing, including David Shulman, president of Wunderman, Andrew Olson, COO of Comcast, and Jeff Ratner, SVP of ZenithOptimedia.
The thought-provoking session centered on the adaptation of technology by modern marketers to enhance the reach and effectiveness of campaigns.
“The solution starts with the client. The conversation has turned from clients talking about just being on Facebook to ‘how does Facebook drive a solution for my brand,” said Shulman. “And that gives us the license to innovate.”
Alison Provost, CEO of Touchstorm, highlighted how audiences are no longer "forced" to watch advertisements on television with the availability of on-demand content. Touchstorm, a new publishing platform, ditches traditional media buys and drives customers to online editorials (from common web engine searches) with embedded video advertisements for greater audience engagement.
Innovative technologies are also important in the current advertising industry to drive audiences from traditional media to the digital world, emphasized David Javits, VP of Marketing at Scanbuy. Scanbuy is a mobile application company that uses barcodes to increase audience interactivity.
The role of startups was explored as the panel saw the opportunity for partnership between agency and tech platform. Puneet Mehta, Co-Founder of MyCityWay, explained that startups only reach profitability after gaining critical mass. MyCityWay started as a small community application before being approached by brands and marketers, and has since won multiple contracts with big clients like Mashable and BMW.
Understanding risk is also an important consideration in the adoption of new technology, said Dan McCarthy, Partner at DeSilva + Phillips. David Tisch, Managing Director of TechStars, agreed with McCarthy’s statement. TechStars is a seed funding company that has incubated over 60 companies with an acquisition rate of 88%.
The next round of Tech Madison Avenue will cover the impacts of personal data ownerships, and will be hosted on December 7 at 488 Madison Avenue. Visit the TALK NYC website at www.talkforumnyc.com for more information.
