Overview of Ad Triangle Panel Discussion

New Media, called by some; new channels and new technology, by others!  Perhaps, no one definition or one term can describe the shift in media consumption.  Why, and how, is it, that such a dramatic “change” is taking place in media use and implementation?  There’s a simple answer: a new decision maker is emerging.  Gen X and Gen Y have grown up! 

The Ad Club of the Triangle (Third District chapter of the AAF) held a panel discussion last Thursday, April 19^th, 2007, at The Matthews House in Cary, NC to answer questions and discuss topics surrounding changes in media.  What do clients need and want?  How do you measure new channels like digital signage networks?  Is there push back from upper management?  How do we, as an industry, overcome the challenges?  The Raleigh market clearly has high interest surrounding this topic, as exhibited by participation from over 115 of the region’s top marketing, advertising and media professionals. Spearheading the event was David Ellis, Director of Business Development at Starpoint Digital Media Network. Mr. Ellis brought together a diverse panel of industry experts, including Lyle Bunn of Alchemy, Jeff Dickey of SeeSaw Networks, Jack Sullivan of Starcom’s Out-of-Home Group, Robyn Duval of Verizon Wireless and Rich Cutter of Erwin Penland’s Interactive Group.  Jeff Dickey shared insights on SeeSaw’s perspective; “we are at the forefront of a new 50-year media cycle with complete adoption of digital media formats within 20 years. Television will, eventually, be distributed in multiple formats to many different display devices of varying sizes and shapes..”  Heard throughout the discussion was the phrase “Things are changing folks!”

Jack Sullivan referenced the “new” decision maker, commonly referred to as Gen X, Gen Y and Digital Kids.  “Media agencies need to evolve as well or get used to catering to the past ‘baby boomers’”, says Sullivan.  For an in-depth look at this shift you can obtain a copy of Sullivan’s recent white paper, co-authored with Dickey, titled “The Generational Shift in Media Consumption.” Okay well how do we reach these consumers?  One answer is, Digital Signage Networks as they have become a valuable tool, used to reach the “new” decision maker.  Perspectives provided by Lyle Bunn helped the audience understand how these targeted networks can help advertisers make up for the loss of reach experienced with today’s mass media. Among the many benefits of these networks are that they enhance and produce true consumer engagement and strengthen brand awareness, offering an overall reduction in media and creative cost.  To learn more, visit www.digitalsigangeforum.com where “The New Madison Avenue Diet”, a white paper, co-authored by Lyle Bunn of Alchemy can be purchased. Blogging, viral videos and gaming are other channels that made their way to the floor; Ellis engaged the audience with 15 minutes left, “after all it is about the audience!”, he said.

To sum up it all up; marketers face the risk of serious brand degradation if budgets are not allocated towards the use and research of new media channels...slowly and painfully. The industry expects changes to occur over the next several years that will change the shape of advertising and how consumers interact with brands.  For the most part, it appears that the industry is heading in the right direction, but it is not going to happen overnight. Sit back, relax, and enjoy the ride!