Borrell Local Online Advertising Conference
One word reverberated non-stop throughout the ballrooms in Manhattan’s Grand Hyatt: mobile. Advertising via mobile device is growing at a dizzying rate. It represents 15% of all U.S. online advertising today and is expected to double every year for the next several years. By 2015, mobile’s slice of the online advertising pie in the United States is expected to exceed 60%, according to Gordon Borrell, CEO of Borrell Associates. Another trend highlighted during the conference’s many sessions was the notion of “co-opetition,” as more and more competing media businesses pool their resources, either through partnership or acquisition.
The conference drew some 550 attendees in person, and another 1,000 or so online via streaming video. Half of the registrants represented traditional media companies, including newspapers, TV, and radio. The other half represented “pure plays,” or companies selling advertising that is not affiliated with traditional media companies.
INMA sent correspondent Laura T. Ryan to cover this event, and this is her report.
03-04 March 2011
New York, United States