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Ad:tech New York roundup: See what you missed

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Matthew Valleskey, senior marketing manager of mobile services at Neustar, Sterling, VA
Well there’s definitely more excitement and interest in mobile than in the past at ad:tech shows. The sessions yesterday that I attended or participated in were attended in many cases with packed rooms which has not happened in the past. 

Also the questions that folks are asking about mobile are no longer “Well, how do I get started? What are the pieces?” They are asking more of the questions such as “How do I measure? How do I get ROI? How should I be setting up my different mobile programs?” versus “Should I be developing a mobile app?”

People are asking more intelligent questions as far as actual implementation and measurement types of questions versus even a year ago people were still trying to just figure it out.

Eric Boduch, CEO of Smash, San Francisco
Ad:tech New York has been great. There has been a lot of people interested in mobile it seems like more and more people are seeing the value of mobile especially compared to traditional and even online.

There’s been a lot of traffic for mobile vendors.

David Miller, vice president of ConnectMedia Ventures, Indianapolis
Thus far we’ve been very pleased with the turnout of the show. We feel like there’s a lot of activity and energy surrounding this show in particular as opposed to shows in the past.

The traffic level has been good, the quality of leads has been good and the people themselves are in the right position to hopefully help move mobile in the right direction within their organization.

Vinay Chopra, founder/CEO of Mobiroo, Toronto, Ontario, Canada
This is my first time at ad:tech. It’s a great show, tons of traffic and a lot of people are interested in mobile.
It’s been a great show to go to and we look forward to going to future shows like this.

Greg Estes, vice president of marketing at Mozes, Palo Alto, CA
My first thought is I’m really happy about how much traffic there is here at the show. There’s a lot of walk-ins and the lines were long to get in and there’s a lot of buzz going on. We’ve seen the keynotes be very well attended and there’s a general vibrancy and health to the industry.

I think the majority of people we’re running into are still trying to figure out mobile and we think it’s very rare that you run into somebody from the agency side or the brand side that really feels like they understand mobile so they’re full of questions, they’re full of enthusiasm about it and trying to figure out what the heck is going on.

Lindsay Woodworth, director of marketing at 2ergo, Arlington, VA
We’ve been really pleased with the show so far. I heard that the keynote speaker spoke about mobile for like 10 minutes so that was one of the focuses of his presentation. The MobileMix Zone is in a really good location in the convention hall, we’ve been very pleased with the traffic. It’s been one of the better traffic shows that we’ve been to this fall.

A lot of people are like “I want to get into mobile, tell me how to do it,” so they’re starting to get to that point.

Benjamin Tannenbaum, communications manager at MXtelecom, New York
We’re really excited by all the interest generated in the MobileMix Zone. People don’t come here by accident, they’re definitely looking for who the players are in mobile so we’re definitely excited to be a part of that and we think that it is going to be really positive for the industry going forward this year.

Tanya Onufer, PR and corporate communications manager at Mozes, Palo Alto, CA
So far I really enjoyed the case study session the most and the reason I did is because I noticed that brands are scared of mobile and these kinds of sessions are important to showcase how important mobile is. They may be scared because it is something new, so examples of how to use it are very important.  It takes the trendsetters to make a case for mobile.

Oslene Carrington, vice president of marketing and sales programs at American Arbitration Association, New York
I think it was useful to get some real life information about what a marketer can experience. The no cost element was interesting and overall I think it’s good. I think all of this stuff is about business-to-consumer, but what about business-to-business?

Probably some of the slow adoption of this stuff is because for marketers it means they have to take on one more thing and they’re asking “What is mobile going to get me for all the energy?”

James Citron, CEO of Mogreet, Venice CA
There was lots of interest in mobile marketing outside of the iPhone app, including video, QR codes and mobile coupons. Rich media has raised the standard for advertising online and in mobile. Marketers want and are starting to expect the ability to deliver engaging, targeted and interactive experiences with their consumers across all platforms.

Large brands in retail, apparel and consumer packaged goods have dedicated mobile budgets for the first time in 2010. This is as opposed to receiving a share of research and development budgets.

And the most telling comment that I heard from three different folks in the industry, “Email marketing is dead.”

Spam, low response rates and consumers appetite to engage with brands via email is at an all-time low.

Here are some photos from the event:

Mobile Mix panels:


The keynotes: