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What did online ads look like in 2002


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Here is Joyce Schwarz look at Adtech from 2002 -- 9 years ago -- how did the online advertising world look then. Enjoy. For a look at the future of online and mobile advertising, email: or sign up for her blog which has more than 3/4 million page views and 2000 posts.

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What did online ads look like in 2002

  1. 1. @d:Tech, Los Angeles 2002By Joyce A. Schwarz,, joycecom@aol.comWhat do you get when you cross a recession with the DotCom- fall-out? Answer: @d:Tech, Los Angeles 2002. Billed as“the premier event for interactive advertising andmarketing”, Ad Tech, Los Angeles 2002(,June 19-21, attracted 1600 attendees according to theofficial @d:TECH newsletter recap. METRICS #1 TOPIC Conference chair, the personable, Susan S. Bratton,formerly SVP. at Excite@Home and now founder of her ownfirm Cendara, Inc. says in her welcoming statement “we’veworked hard to create avenue chock full of pan-industryinformation”. In the sessions and on the floor, there wassome cross-platform chatter, but in reality, the conclavetilted toward such topics as search engine marketing andonline traffic conversion. The recurring theme in theexhibit hall with 40 something vendors was ‘metrics,metrics and metrics’ as such majors as ASK JEEVES, GOOGLE,and OVERTURE made way for heavy competition from upstarts
  2. 2. like Search 123 and Quigo Technologies Inc in the thrivingPPC (pay per click) arena. Sure, you could still hear speakers repeating that‘old chestnut’ that “Content is king” but the unifier formost of the panels and the audience was the French word forroyalty “ROI”which whose initials stand not socoincidentally for Return On Investment. One exhibitorwhose amiable crew attracted a nice crowd, James Beriker,President & CEO, Westlake, California based Search123( says, “This audience was more sophisticatedthan in past years and clearly more intent on measuring theperformance of every dollar spent. ROI is no longer anonline marketing buzzword, it’s an imperative”. With far more attendees from the brand side, expertsare left wondering what the major media buyers are reallydemanding to create that ROI for their clients. Marketingguru Stan Rapp, Chairman, MRM Partners Worldwide urges theaudience to look beyond the traditional ROI to Return onRelationship (ROR) for greater profit. He’s quoted in theshow recap as saying,” whoever owns the database ownsinteractive access to the customer”. MOBILE MOGULS PLAN 24/7/365 MEDIA Upstairs one of the event’s best attended sectorsturned out to be Mobile Marketing sessions. At a peek into
  3. 3. the MMA (Mobile Marketing Association) General meetingbeing held in conjunction with @d-Tech I found such leadersas Lucy Hood, Senior Vice President of Content at NewscorpCorp. joining discussions with wireless carrier execs KrisCone, Director of Business Development, ATT Wireless andEric Burger, Director of Data Content and PartnershipsCingular and top leaders from AOL and Unilever. The MMA’s( challenge is to establish a mobilemarketing industry in the U.S. and promote business modelsthat can work sooner rather than later. MMA Co-chair, PerryAllison, VP Strategic Alliances, Sky-Go,, a proponent ofcross-media campaigns, led discussions and moderated apanel featuring Griffith David, Co-Founder and VP BusinessDevelopment, Adversoft, Jason Kuperman, DirectorInteractive Marketing, TBWAChiatDay and Jesse Zellmer,Director, Ticket Sales, San Diego Gulls. If you seeKuperman, ask him about his tale of the Teddy Bear and LBS(location based services)—it’s a classic. An earlyinteractive proponent, Kuperman understands the value ofadding mobile into the media mix to deliver consumersanything, anytime instantly. Up and coming agencyAdversoft’s David is one to watch since his firm’s casestudies ring true in this crowded marketplace where accessis crucial. His advice includes “the longer you keep the
  4. 4. dialogue going, the deeper the relationship”. MOBILE’TAINMENT –A NEW GAME TO PLAY Top honors for best panel of the day go to the casestudy “Sony Pictures Entertains Wireless”. Two ofHollywood’s brightest and charismatic marketers RioCaraeff, VP Wireless Services, Sony Pictures DigitalEntertainment and Audrey Marco, VP, Partnership Marketing,Sony Pictures Digital Entertainment are just WOW! Thesetwo powerhouses understand that wireless is all aboutunleashing the screen to billions around the globe, notjust communicating to 160 million world-wide cell phoneowners. Caraeff is ‘right on’ when he holds up a mobile phoneand tells the audience, “this is not a game boy;fundamentally we’re talking about a 2-way radio system”. Hesays it’s all about having an experience and integratingmarketing, retailer and operator. The priority is to givethe consumer a good experience first and foremost whetherit be with polyphonic ring tones or letterbox mode imagedelivery. Of course with such properties as “Men In Black”,“Ali” and “Spiderman” Sony is fast learning that themessage and the medium vary he explains.
  5. 5. Marcos sums up the challenge for all 21st Centurymarketers when she explains that “Always on means alwaysengaged”. PRIVACY VERSUS ACCESS As marketers our greatest opportunity is a duality forcreatives. Getting access ,doesn’t equal getting attentionin a message massaged-environment. The challenge of protecting privacy and security intimes of uncertainty is a hurdle every marketer at @d-Techand beyond is facing as we head into the 24/7/365 arena.That’s why I’m disappointed that so few of the gurus hungout to hear Fran Meier, executive director, TRUSTe( about this non-profit trade group’snew mobile labeling and privacy industry initiative. The day was ending back East but the dawn of LBS(location based services) mobile is ushering us into willmean curtains to marketers who don’t abide by consumer’sopt-in preferences. Sound complex? It is! “FUTURE SCHLOCK” Head to your local movie theatre to get a peek atHollywood’s version of Ad-Tech--a product-placement retina-scanning dystopian-driven world depicted in the new filmMINORITY REPORT. As my colleague Jack Feuer,“Adweek”national news editor says in this week’s column in that
  6. 6. trade journal,” Minority Report is awash in ads. Thereality will be worse”. Feuer labels it ‘Future Schlock”. Maybe by fall, when @d:Tech heads for New York, moreadvertising and marketing executives will be ready to facehead-on such time-critical issues as privacy andpersonalization. ######## Joyce A. Schwarz, heads JCOM,( aMarina Del Rey, CA based emerging media and new marketingconsulting firm. In her spare time she writes books on theindustry such as the recently released “Cutting the Cord:Guide to Going Wireless” now on and andat your nearest Barnes & Noble bookstore. Chapter 7 of thistome covers personalization and privacy in advertising andcontent delivery across platforms. You can reach her insomewhat real time at