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This week, I am attending Advertising Week in New York. This morning saw David Moore opening the day for IAB MIXX 2010. David is the Chairman and Founder of 24/7 Real Media and Chairman of the IAB Board.
His opening remarks were a great set up for the day, with talks from Facebook, Twitter, Pandora, Ford, Google, and more ahead.
David’s point? The internet and online marketing have matured to a state where it is our responsibility to take advantage of it. To use his own words, “It has arrived. It is unstoppable.”
Even in this down economy, media has continued to shift to online. 71% of the US is now online, that’s up 20% from 2008. Not only that, but usage outside the US is exploding.
The multiple screens available to users including PC, iPad/slates, games, and mobile phones are driving consumers online in new ways and faster than ever before. Not only are devices allowing access wherever you are, but access to broadband is continuing to scale and the effects of social networking online have had a dramatic influence.
Agencies and marketers face the challenge and responsibility to take advantage of these changes; it is up to all of us to capitalize on ways to reach this audience through leveraging the data available. Not the personally identifiable information, but the insights that allow us to create a better user experience as a means of creating more meaningful ads.
The key takeaway: we should not be making ads, but instead, making useful content.
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Hi Scot, great summary of Dave's welcome address. Well said. Just one thing though. You are correct in saying about 71% of the U.S. population is online but it's not a 20% growth since 2008. It's actually about a 4.5% growth, but it's still about 20 million people which is a big number. 4.5% may not sound like a big number but as you know, growth percentages narrow as more and more people go online.
David Moore said:
"Take the U.S., for example; there are about 200 to 220 million people online, depending on your source. That’s about 71% of the entire U.S. population. That means an extra 20 million people who were not online in 2008 are online now. Think about it for a minute…that’s incredibly fast growth."
Hey Samson Scot's boarding a plane right now but said: Thanks for the correction Samson. As you point out the numbers are still quite significant. I enjoyed listening to David and that the growth of the ad business is up to us.