– Microsoft (NSDQ: MSFT) demonstrated its Massive in-game ads in Times Square. During the early part of the week-long ad industry celebration, Microsoft held an event in the middle of Times Square that previewed clips from a series of games showing avatars watching a movie trailer ancient military battle flick 300. Also, Microsoft ran an ad for Toyota that tied in the XBox’s baseball game. The purpose was to highlight the look of the in-game ads inserted by Massive, which Microsoft acquired in May 2006. CNET
— Aside from being run ragged by the simultaneous OMMA and MIXX conferences, ClickZ found that too many panels offered repetitious bromides about the empowered consumer. One exception ClickZ said was the presentation by Sarah Fay, CEO of both Carat Isobar U.S., who argued that, in the age of user-gen, the brands that encourage consumer-to-consumer marketing will be more successful.
— Tapping into consumer advocacy was a topic Yahoo (NSDQ: YHOO) and Publicis Groupe’s MediaVest explored in minute detail over for roughly three hours on Wednesday morning. While there was as much references to “you, the consumer” during the two companies “Passionista” session as there were in the previous two days combined, there were some interesting stats on brand devotees. For example, the survey, conducted using data from comScore, claimed that for every one minute a typical internet user spends online with the same content, “Passionistas” spend six minutes. This group also searches online for information about their rabid interests 184 percent more than typical users. More details in the release.
— The second most popular theme, after “you, the consumer,” heard over and over during Advertising Week was the need for greater collaboration between the traditional and digital agencies within holding companies. Adweek highlighted the calls for increased unity from John Hayes, American Express’ CMO. David Verklin, Carat Americas’ CEO, who recently presided over the integration of its online and offline units, promoted that view as well. On the same panel as Verklin, Carla Hendra, co-CEO of Ogilvy North America, offered a dissenting voice, suggesting that perhaps unification does not produce the best results. Ogilvy has a single profit-and-loss statement, while its Ogilvy Interactive unit generally – though not invariably – handles clients on its own.
— Ad Age has video highlights from the week’s panels here. For those who just want live and archived audio of the presentations, Advertising Week had an official online radio station, WADV, which offers streaming recordings from various panels.
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