Bunch of very interesting topics are being covered but the weighting seems entirely random.
There are three sessions specifically on mobile, while the last estimate of mobile advertising revenue I saw was $5million for the year.
Social media has five sessions. Five. In addition, there is one on twitter (which as mentioned in previous posts does not have one dollar of revenue).
The two smallest segments of digital media get the most coverage in the schedule.
Contrast this with search which gets 1.5 sessions and commands over 40% of the local industry revenue. Very odd.
And now for the point of the bias disclosure, the performance sector is not being covered at all.
The performance area is particularly important in a recession affected global economy for obvious reasons. It is impacting the structure of the entire online display pricing systems.
More importantly the revenue it attracts is expected to grow at over 40% this year. It will be no less than 15% of the sector.
How performance cannot be included when it is so clearly a major part of 2009 is a mystery.
According the schedule posted online there is also absolutely no coverage of behavioural targeting. And nothing on Ad exchanges.
The intent here is not to throw rocks, as running conferences is hard work. People are hard to please.
Further, there is a balance to strike between covering what is already established and finding room for emerging opportunities within a limited time frame.
But the balance here just isn’t right. It is skewing too much into areas which are not commercially relevant to the attendees.
Ben Shepherd writes: I agree with Liam on most things aside mobile, I think that needs the cover it is getting.
Social media is getting too much time on the schedule … what’s more is most talk about social media is just that, talk … not a whole lot of real insight just a lot of talking. Nothing wrong with that – but when you pay $1600 to go to a conference you don’t want a bunch of bloggers talking about themselves and their mates.
I’ve mentioned this before, but the art of conference scheduling is understanding your audience. I do not believe the local audience that will attend ad-tech are going to to have an interest in a lot of the social media discussion … in fact, I would argue that most of the social media crew won’t even attend.
I think there could be a nice little session on in game (Brian from Massive could speak here) and a great session on Branded content online (get Kate Richardson or Renee Bilston from ninepixels) … some more insight into true incremental benefits of search (touched on with the last click attribution session). The dark marketing debate sounds interesting but I question its real value and positive contribution to the wider digital advertising world. (cash for comment in this market online is very rare).
The rest looks great.