The OMMA Global 2011 conference was held in San Francisco under the theme “The Great Race: Catching Up with Consumers.” OMMA stands for “Online Media, Marketing and Advertising.” The conference focused on the current level of anxiety felt by agencies and brands being confronted with the fragmentation of traditional media channels and “disrupted” consumers who are ignoring ads, shunning desktop computers for mobile devices, and making decisions based on information gathered through social networks.
Having mastered technology and the navigation of an altered media landscape to a manageable degree, the industry is now faced with a new challenge: grabbing and retaining the attention of the consumer. Throughout the conference, a repeated theme for achieving loyalty was the concept and necessity of the exchange of value: providing valuable content and rewards to the consumer in exchange for their attention.
INMA sent correspondent Lisa Dion to cover this event, and this is her report.
28 February - 01 March 2011
San Francisco, United States