Advertising Week New York is once again bringing together global advertising and communications leaders for five days of talks, workshops and lively debate (September 28 to October 2).
Emerging themes so far include:
- The Three Ms: Dominating many discussions are the three Ms – Mobile, Millennial and Multicultural. Highlighting the growth of 'Gen M', Mike Alvarez, SVP, Advertising Sales at US broadcast network Telemundo, said: "Every 30 seconds [in the US] another Hispanic millennial turns 18... they will represent 95% of the growth of all teenagers by 2020."
For more on reaching the US multicultural consumer, see: Representing Diversity, Hispanicize 2015, Reaching Hispanic Subcultures, Mobile-Only Hispanics and Multicultural Retail 360.
- In-the-Moment Marketing: How to crack relevance in digital advertising is another key topic. Tapping into this, Google and Dunkin Donuts launched a mobile campaign at Ad Week. If anyone searches for "Coffee near me" in Midtown, they'll see an ad saying "Find the fastest coffee." When clicked, the ad shows the walk time to the nearest Dunkin Donuts, and also the wait time in real-time.
For more on marketing that leverages both content and intent, see Location-Based Mobile Marketing and The State of Mobile Summer 2015.
Look out for our full analysis of the key themes from Advertising Week, publishing soon on Stylus.