Media Planning & Buying

One Minute Matchup Recap. Episode II: Breaking through at Breakthrough

Posted by Adam Kleinberg on October 29th, 2009 at 12:00 am

A while back, I posted a recap of the infamous One Minute Match-ups at iMedia's Agency Summit in Austin. I got some very positive (and some very angry) feedback, so I thought I'd make it a tradition.   

If you don't know what the OMMs are, you've obviously never been to an iMedia event. They are speed dating for the ad business. All the"buyers" (agency and brand attendees) sit at long tables and the "sellers" have sixty seconds to pitch you. Then the whistle blows and they move on down the line to the next seat. It's chaotic and exhausting, but actually useful too. You get to meet lots of people out there and get a quick lay of the land of what's new in the media universe.   

So, who are these sellers? Some are better at conveying that than others. I'm a brand strategy guy, so I'm hyper-critical of how companies deliver their message and distinguish themselves from the competition. Many did a great job. Many did not. Here's my take (in no particular order) on the companies I met at the One Minute Matchups.    

Operative - Outsource your trafficking or all of your advertising operations to these guys  

Turn - These guys gave a great presentation on the inefficiencies that takes place planning campaigns with traditional ad networks. They use a unified platform that they say eliminates that overlap and makes scaling campaigns more efficient. The media geeks in attendance oohed and ahed. Work a peek.  

AdMob - I believe these guys are the biggest mobile ad network. Doing lots of in-app advertising. I'm definitely not a fan of the app-to-WAP experience, but I do think it's an effective way to build brands with mobile. And they hosted a "flip cup" competition in their hotel suite — which I still don't really get the rules of, but people seem to enjoy.  

DBG - Digital video production and distribution.   

Lucid Media - Contextual ad network that claims their technology was developed by the CIA and DOD. Seems impressive, although we still don't have Osama bin Laden.  

Collective Media - Connect the buzzword dots: Contextual + Video = Collective  

X+1 - Speaking of buzzwords: data, analytics, algorithm, monetize.  What you'd expect from a company with a name that is an algebraic equation.  

AdFlavor - Email platform that enables retargeting. Of course, that only works for people using a web-based email client, but it seems like a smart and unique opportunity I haven't heard of before.  

Travel Ad Network - Gave a great presentation and a trip at the Ritz Carlton OGG (you had to guess where OGG was to win). Of course, they are a travel ad network.   

Converseon - Social media consulting. 

Velti - One of at least twelve companies that told me they were the biggest global marketing platform. They mobilize, which I took to mean sell ads on phones.  

Casale Media - Big ad network. Don't use exchanges.  

Mindspark - They were giving away a digital toilet bowl thing. I don't remember what they do though. Spark minds, maybe.  

Datran - Or Aperture. I'm not sure which is the product and which is the corporate name. Despite their need for branding help, they are an analytics and reporting platform to improve campaign performance.  

1800-Free 411 - In addition to the obvious, sales guy called it "training wheels for mobile."     

Greystripe - Rich media for mobile. Doing well enough to give away an iPod Shuffle in the shwag bad, so they must be doing something right.   

Dynamic Logic - Awareness studies and consumer research.  

Networked Insights - Social Media analytics tool. This is taking listening tools like Radian6 to the next level. I assume Radian6 is listening, so feel free to respond in comments.  

JumpTap - Mobile ad network that works with carriers.   

ListenLogic -  The other new social media analytics company, although these guys called themselves a "listening platform." Also say they use "advanced supercomputing" which sounds very, well, advanced, to me.  

LinkedIn - Gave great presentation showing how the way people work has changed and how LinkedIn fits into that new world. Also hinted at new LinkedIn functionality to make it more open. LinkedIn Connect anyone?  

RocketFuel - Another ad serving platform similar to Turn (their words, not mine).  

JiWire - They sell ads on the log-in screen when you connect to WiFi. Personally, I'm not looking at ads when I log in to WiFi... but brands can sponsor free WiFi sessions in exchange for engaging with some advertising, which I think is a very cool opportunity to provide consumers with some value. The example they gave was Bing who gave free WiFi to anyone who did a Bing search first.  

Break Video - YouTube for guys.    

NeoEdge - Casual gaming ad inventory. Great for reaching women who apparently ALL spend their days playing Tetris.   

Nokia - Now selling mobile everything.  

Babelgum - Professionally produced video content to advertise in.   

Buzzmedia - Reps music and celebrity sites like Perez Hilton.  

Quattro Wireless - High quality mobile content.  

AudienceScience - Behavioral targeting.   

Adconion - They have just bought a bunch of companies and are all over the place, but the thing I think makes them unique is their ability to produce and distribute video content.  One stop shop.

CPX Interactive - Another ad network that says they have the best reach, the best content, yadda yadda.   

MoGreet - Can send video in text messages.    

AppsSavvy - While I somehow didn't get a seat in the limo to Vegas, these guys ask a simple question in their pitch: Why create your own app and risk having it fail when you can sponsor an app that already exists and has an audience? They rep a network of them. Some, like Circle of Moms, seems like great opps for brands to align themselves with.  

MarthaStewart.com - All things Martha.  

Current - Al Gore's pet project has a network of amateur producers that can develop "user-generated" ads for brands. 

Navteq - They provide the maps for everyone except Google Maps.   

Unicast - I'm not sure what Unicast is trying to be. An agency? An ad network? A rich media vendor? Another try to be everything company.   

Alloy - Marketing to Millenials. Those crazy kids.  

Andersson-Pape - Great little digital production studio in LA that does iPhone apps and other cool stuff.  

Engage Advertising - These guys know all the opportunities for brands to get into video games. And they have great dance moves.  

That's all for this session of One Minute Matchup Recap. Stay tuned for Episode 3, coming this December after the Agency Summit in Scottsdale.              

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