Unleashing the Power of Advertising Week: Insider Strategies for Marketers to Maximize Industry Success
Discover expert tips from Advertising Week's Global President Ruth Mortimer on how marketers can maximize their experience at the industry bonanza Gain practical insights on AI and retail media, as well as navigate the show floor seamlessly Unleash your marketing potential now!
Advertising Week New York, one of the largest industry gatherings in the U.S., began this morning (Oct. 16) with an exciting ribbon-cutting ceremony featuring iconic brand characters such as Geoffrey the Giraffe from Toys R Us, Jolly Green Giant from B&G Foods, and the Wienermobile from Oscar Mayer. Taking place at The Penn District in midtown Manhattan over four days, this event aims to provide marketers with practical insights on leveraging emerging tactics and technologies in the post-pandemic era. One prominent focus of the week's programming is artificial intelligence (AI), with dedicated discussions following a year of ChatGPT frenzy.
Ruth Mortimer, Advertising Week's global president, emphasized the shift towards practical application in conversations at Advertising Week New York. In an interview prior to the event, she mentioned the abundance of content in this area, not only from major AI companies but also from various marketers.
AI speakers that attendees may want to check out include Mondelez, the National Football League, and Johnson & Johnson. The topics they will cover range from the impact of generative AI on campaign effectiveness to its potential for creating safer marketing environments.
Advertising Week, which was acquired by business-to-business events group Emerald Holding last year, is partnering with sister company D2 to enhance its series of talks on AI and Web3. They will also create a themed lounge for these discussions. Lounges, in general, will be more prominent than ever before, according to Mortimer. There will be a Group Black lounge that highlights Black culture, as well as an enclave for CMOs to network and make calls amidst the hustle and bustle of the event. Additionally, for the first time, retail media will have its own dedicated space, recognizing its projected growth into a $100 billion-plus category.
"Last year, retail media was a space that saw significant growth and interest. People were eager to learn more about it and witness the advancements in technology and platforms," Mortimer expressed.
Prominent speakers in the field of retail media included executives from Roundel (Target), Albertsons Media Collective, Kroger Precision Marketing, and Best Buy Ads, among others.
“This year, we have a dedicated retail media space that I hope we'll build out in future years to engage with that community even more,” said Mortimer.
Navigating the show
Advertising Week New York will take place at The Penn District venue at 100 West 33rd Street, conveniently located near the 34th Street-Herald Square subway stop. The event will be spread out across four floors, providing ample space for all attendees. With an estimated attendance of over 10,000 in person and more than 50,000 virtual registrants, Advertising Week New York is expected to be a major industry event.
In terms of the audience composition, approximately 26% of attendees come from the tech industry, while 22% are involved in media. Brand marketers make up around 18% of the audience, followed by media agencies at 18% and creative agencies at 11%. To cater to the digital audience, Advertising Week also offers specialized content through platforms like the Amazon Ads Studio.
"Instead of panels and conference sessions, there will be a greater emphasis on interviews and in-depth discussions on various topics," Mortimer explained. "This will add a unique dynamic to the event."
For those who want to attend live sessions, having a predefined agenda and plan is essential. Making spontaneous decisions can be overwhelming, as many newcomers have been surprised by long queues and the disappointment of discovering that a popular talk is already filled to capacity.
Mortimer strongly advises attendees to register online, allowing them to customize their own agenda. The on-stage discussions will center around popular topics such as the Barbie movie adaptation, Paris Hilton, and the hosts of "Shark Tank," ensuring that there will be a wide range of choices for guests in case a particular session becomes full.
"We now have a larger number of chief marketers than ever," Mortimer stated. "Our focus is on finding innovative ways to enhance individuals' job performance, while also keeping it entertaining."
Alongside the influx of notable figures in The Penn District until Thursday, Advertising Week is prioritizing the involvement of small- and mid-sized businesses through its collaboration with Emerald, the organizer of various B2B events. This year, Advertising Week is implementing an initiative supported by Amazon, aimed at offering more practicality to SMBs.
Keeping busy
"When you're not a prominent brand like Burger King or McDonald's, how can you obtain marketing education?" Mortimer pondered. "This is one of the key aspects we are focusing on at Emerald, going beyond Advertising Week."The organizers of Advertising Week are making use of the space available in The Penn District to accommodate those who still need to work or want to network with their peers. Throughout the venue, there are private meeting rooms and phone booths available. For those who want to take a break, there are various distractions on the ground level, such as the Canva-hosted "Brandega," an Olympics-themed cafe by NBCUniversal, and a snack bar provided by Yahoo.
According to Mortimer, there are more locations this year for people to hold meetings, work, and spend time at the event. This is important because, despite the size of Advertising Week, attendees often still need to fulfill their job responsibilities.
