Ross McNab, director of business development at MediaMind, shows how to court the consumer with display advertising, and why this is what everyone should be doing.

This post originally appeared on the Strategy Web blog.  Thanks to Martin Meyer-Gossner for letting the Creative Zone republish it here for our readers.

The main message of the dmexco 2010 can be concluded as follows…

Marketers have to face the fast dynamics of a changing advertising industry. The new topics they will be tackling in the future are predictive behavioral targeting, multiscreen targeting, augmented reality as well as mobile device advertising and … of course Social Media.

Facing the social web challenge, this means marketers have to look for conversation with their clients, whilst still being authentic, honest, human, friendly, open, conversational, responsive. Business relevant topics are not meant to cross their minds such as contact management and generation, quantitative ROI measurement or sales-driven aspects – and I am not even talking of lead nurturing. At least from a social media user-perspective…

Respect to all marketeers who can make this challenge happen in the future!

My flashback…?

Doing the co-moderation of the conference program was a very exciting and interesting job. It gave me the opportunity to talk to great marketers (Sidney Mock, Spil Games and Manish Mehta, Dell Inc.), real thought-leaders of the Internet industry (Russell Buckley, AdMob Inc. and Tom Bedecarrè, AKQA) and just fabulous web personalities (Harry Huj, Pepsico Investment and Dean Donaldson, Mediamind).

As there was not much time to look around the halls and the booths, I would like to summarize the event with the 10 tweets and quotes that represent the value, the mood and the atmosphere of dmexco from my perspective. (more…)

Dean Donaldson, Director of Media Innovation, was recently interviewed by Cristina Sancho of Comunidad Publcitaria at  MediaMind’s Digital Experience Day in Madrid.  He shares the company’s vision of an integrated and interactive future of advertising.

In the 2009 film “The Time Traveler’s Wife” Henry (Eric Bana) is a Chicago librarian with a gene that causes him to involuntarily time travel. Hollywood typically views time traveling as exciting and rewarding; this film, however, examines the less attractive aspects of being able to look into the future and specifically the difficulties in reconciling present and future. Speakers at the first in a series of MediaMind Digital Experience Days (DED) offered attendees a similar experience in London last week. They provided a glimpse into the future of digital while at the same time addressing the earthly limitations of present time. (Spoiler alert for future attendees of the DED global roadshow: things do work out in the end for digital time travelers…)

Opening the day was Dean Donaldson of MediaMind. In 15 minutes, he flash forwarded deep into the highly targeted and interactive future where digital is omnipresent and part of every aspect of our lives, even brushing our teeth. Dean was followed by Bettina Sherick of 20th Century Fox, who is trapped in a time warp between old fashioned TV-era expectations and a very modern digital marketing nightmare. While describing the unbelievable challenges involved in the production and global distribution of movie trailers, Bettina observed that the forces that push forward new and exciting capabilities are the very same ones that drive fragmentation and complexity.

(more…)

Hunt for clues and hidden codes on MediaMind destinations around the Web, and you could win round-the-world airline tickets for two.

Pack your e-bags, because you’ve got some travelling to do.

We’ve placed four clue questions and coded Post-It™ notes in MediaMind locations around the internet. Find the Post-It notes, answer the questions, crack the code at your local Digital Experience Day, and you could win round-the-world airline tickets for you and the travelling companion of your choice.

Here’s your itinerary:

1. Your journey starts at the Digital Experience micro-site with your first clue question, aided by a hint.
2. From there, you are guided to four other MediaMind Web hotspots including Twitter, MindMindTube on YouTube and Facebook.
3. As you go, answer the clue questions and collect code numbers for a word scramble displayed on Post-It Notes. Keep the answers and numbers in a safe spot – you’ll need them later.
4. At your local Digital Experience Day, pick up the 5th and final code number in person to solve the 5-letter word scramble.
5. Complete your online entry form anytime from September 7th thru November 18th using the clue answers and number codes you’ve gathered, and you’ll be on your way to a once-in-a-lifetime travel experience.

Bon Voyage!

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