The recent Ad: Tech panel, promoted with the promise that “This session will be the one that launches the Internet on its next wave of untrammeled growth,” didn't seem to offer even a small wind to push the Internet boat along.
Donna Bogatin, reporting for Zdnet, said that the promised "go-to-guide" was stillin production and key contributor Tim Armstrong, VP Advertising Sales, Google (GOOG), was in court rather than on the panel.
Still, those present did give it a good try. Giovanni Fabris, VP, International Media Director, McDonald's International, said that to him, the Internet was not a specific "media," but rather a virtual space where any type of media can be delivered.
Tim Armstrong
He also said that in theory it was possible for a brand to not have to use "traditional" media, as the Internet itself is the media because of its ability to deliver any type of content. In this transitional stage he affirmed that at this time it complements and integrates with old media.It was interesting to hear Tom Lynch, VP, Marketing Integration, ING say that "an audience is made of segments, it is not a "mass." Some may say that anyone knows that, but those in the large ad agencies and media companies still pretend that there is a mass market out there somewhere. It's good to hear some start to admit that it no longer exists.
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