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I just returned from a fantastic few days at Spikes, Asia’s Advertising Festival in Singapore. The program was filled with speakers from all over the world who are all passionate about the incredible opportunities in the region. From industry leaders including Sir Martin Sorrell to Bob Jeffrey to Andrew Robertson and Bryce Courtney…..to the world’s largest marketers including P&G, Unilever and Johnson & Johnson, the who’s who were in town for a packed agenda of meetings, presentations, and of course some social time.
The creative was inspiring, especially coming from Japan, Australia and Vietnam and there is no question that we are not even at the beginning of the game with what’s possible in this region. Some markets are practically skipping the PC and just going to mobile and others are at the nascent stage of digital advertising. I think it is an extraordinary time to be working in this region.
Speaking of that, it was surprising to me how many of our agency and client partners raised the subject of finding talent. It is apparently quite difficult to find digital talent in some of the markets and they also expressed a need for assistance with training their existing staffs. We are putting plans into place to extend our training efforts for our partners in these markets and really see Microsoft playing a vital role in their development.
It was also clear to me that while one size does not fit all, there are definite common themes across the globe. Clients want and expect us to deliver creative solutions; want us to be competitive in performance advertising and exchange offerings; are asking for more video content and want us to really be competitive in the mobile space. Every time I had an opportunity to do so, I passed around my dev copy of my Windows Phone 7 and saw many smiles as it got passed around the conference table. I think we have a winner on our hands and the market is anxiously awaiting. I also demo’ed Kinect at the end of my keynote and it was a blast! I can’t wait to get Kinect in the hands of the creative community to see what they dream up from an advertising perspective.
Carolyn Everson, Corporate Vice President, Global Ad Sales and Strategy
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Great update Carolyn - I saw Kinnect demoed myself last week and it really is breathtakingly immersive. The whole idea of in-game advertising and the human dynamics of how consumers engage with brands in general -digital advertising that doesn't 'feel' like advertising. Very exciting for innovation that will emerge.