The Direct Agents team had a fantastic experience at Advertising Week New York, attending 20+ events with the industry’s leading figures in marketing, advertising, media, and technology. To conclude the week, we’ve compiled key takeaways from our favorite seminars that offer a comprehensive overview of the latest insights in digital marketing. Let’s jump in.
Mastering the Business of Influence
Featuring Claudia Oshry, Ben Soffer & Nik Sharma
The modern world of influence isn’t just about having the highest follower count; it’s about forging genuine connections. Influencer and brand authenticity forms the backbone of successful, sustainable partnerships. Both creators and brands shouldn’t see setbacks as the end, but rather as opportunities for rebuilding. To remain competitive in the digital landscape, it’s crucial to tap into emerging trends early and consistently.
AI for Marketers: How AI is Bringing More Effectiveness & Efficiency to TV
Featuring Tony Marlow, Isabel Perry, Michael Guth, Sean Cunningham & Amol Waishampayan
AI is revolutionizing the marketing domain, bringing unprecedented efficiency and effectiveness. The potential applications range from content personalization and media buying to predictive analytics. With AI’s capability to make automated decisions from vast data sets, the focus is on staying ahead of new tech and increasing efficiency.
Marketing without Compromise: How Identity Makes the Impossible, Possible
Featuring Julie Clark, Matt Clark & Keith Camoosa
The session mainly spotlighted Transunion’s identity mapping solution. In the fragmented digital world, an identity graph is more than just a tool—it’s a way to enhance audience definition, improve data quality, and optimize marketing outreach. These graphs capture new touchpoints, reducing redundancy and broadening reach, essentially refining the marketing game.
Redefining Bravery
Featuring Tiffany Rolfe, Soyoung Kang, Ali Rex & Sophie Kelly
Bravery in marketing translates to challenging norms and embracing the unconventional. Brands that have dared to stand out have not only garnered attention but have woven this audacity into their identity, ultimately resonating with consumers on a deeper level.
Advertising When Small
Featuring Eden Laurin, Shunan Teng, Andrea Marquez & Jeffrey Cohen
The power of Amazon Ads is evident for small businesses. The nuanced approach of studying competitor reviews can be leveraged to target new audiences. Furthermore, capitalizing on the inherent purchase intent of users on platforms like Amazon can lead to a significant sales boost beyond just the platform.
Do More with Less: The Magic of Virtual Locations & Generative AI in Marketing
Featuring Aiden Darné, Dade Orgeron & Meg Vazquez-Pastrana
The session underlined the transformative power of AI in creative production. Emerging technologies like NeRFs and generative AI can potentially replace traditional production methods, leading to cost-effective, yet indistinguishable, results. The growing popularity of interactive experiences, like games and quizzes, also offers brands unique opportunities to engage with their audience.
License to Lead Differently: Female Leaders Reshaping Business & Driving Impact
Featuring Michelle Tang, Kathleen Hall, Sabrina Sanchez & Singleton Beato
The glass ceiling in the corporate world remains a pressing issue. Leaders must be proactive in mentoring potential successors, ensuring they’re equipped to seize opportunities. Gender diversity is not just a tick-box exercise—it demands a sustained commitment to inclusion in all decision-making processes. Women, as industry experts, must recognize and assert their worth.
Winning the Tune-In Game: How to Drive Viewership and Audience Retention
Featuring Christina Park, Ryan Brendle, Daniel Vincent, Yongyong Kennedy & Yasmin Mitchell
The key to capturing audience attention in today’s saturated market lies in the story’s power. Ad content should meet their current needs, making them anticipate the product and remember the brand. When promoting an event or brand, tell a story that engages the target audience. Highlight brand-related talents and unique features. Always test and update your approach to keep audiences engaged.
15 Seasons of Shark Tank
Featuring Arianna Huffington, Barbara Corcoran, Daymond John, Kevin O’Leary, Mark Cuban & Lori Greiner
The best-selling products to come out of more than 300 episodes of “Shark Tank” are socks and sponges — not exactly groundbreaking products. When it comes to entrepreneurship, it’s not always about having the most groundbreaking product or reinventing the wheel. Rather, the best predictor of success is a strategic vision and ambition. While other contributors (like the Sharks) can open doors and connect you with decision makers, it ultimately comes to down to personal determination to succeed.
Redefining Success: Culture is the New KPI
Featuring Pamela Drucker Mann, Tracy-Ann Lim, Kayleigh Barber, Emma Hilal & Emily O’Hara
Consumers encounter roughly 10,000 ads daily, so trustworthy recommendations are crucial. In today’s day and age, having a top-notch product isn’t enough – what matters is meaningful endorsement. As consumers deeply engage with content, their primary goal is quality. While CFOs often desire quick results, today’s landscape demands a broader perspective on content’s long-term value. Embracing cultural relevance is vital, and a cultural calendar can help brands tap into key moments for their audience.
Direct Agents Contributors
Alex Klugerman, SEO Analyst
Brandon Paillere, Senior Paid Media Analyst
Jessica Emanuele, Account Director
Joseph Granat, Account Coordinator
Katherine Grabowsky, Senior Creative & Content Specialist
Nancy Nan, Business Intelligence Analyst
Sammy Clark, Brand Marketing Specialist
Sechel Vicens, Senior Account Manager
Tina Hone, Account Manager
Valentina Elegante, Associate Director of Creative & Content