R2integrated CEO Matt Goddard recently joined leading figures in media, marketing, publishing, and technology to discuss the exploding digital content and advertising industry at the Digital Publishing & Advertising Conference (DPAC) in NYC. Among the attendees included thought leaders from media moguls such as The Oprah Winfrey Network, Time Warner Investments, The Weather Channel Companies, and AOL.
While the focus of DPAC revolved around targeting audiences through specific applications and platforms, Goddard focused on the fact that this high-risk audience targeting sometimes doesn’t enter into the consumer’s decision-making layer. Instead, in this socially-connected world, consumers are making their buying decisions in communities where they are comfortable (see post on The Social Decision Maker) and not with ads served to them on their favorate web sites.
Below are excerpts from Goddard’s presentation at DPAC -
Internet is split into two camps: awareness & decision-making. Awareness is where we find out about the different things we can buy. Decision-making is when you decide to buy product A or product B. These decisions are happening in communities of interest.
We’ve always been able to target people, but never in the course of human history has there been a networked eco-system of decision-making behavior that is actually going to drive what we buy.
The networked publisher is a place on the Web that fosters conversations and brings people into the decision-making world (i.e. Oprah and Rachel Ray).
Goddard’s complete presentation can be viewed below: