| Which forms of new media will capture significant portions of your clients’ budgets? How will they integrate with traditional media? And how will they be measured and billed?
These are some of the questions that were raised at the first New Media Roundtable, hosted by DDS on July 26, 2006. The roundtables were conceived by steering committee members Kathy Crawford from MindShare, Greg Smith from Universal McCann and Michael Donovan from DDS. A small group of clients was invited to encourage an exchange of ideas.
The meeting kicked off with presentations by industry vendors, describing their companies’ visions of the media landscape in the next 2-5 years. Each presentation was followed by discussion between the vendor and the assembled group.
Speakers at this initial roundtable included AT&T vice president of integrated advertising Karl Spangenberg, Comcast Spotlight president Charlie Thurston, and CBS Television Stations Digital Media Group president Jonathan Leess.
The meeting started a process to help DDS and its agency clients identify the issues that will need to be addressed to effectively handle emerging media. Main themes expressed during the discussions included addressability, accountability and digital media rights.
At the next roundtable, to be held this fall, DDS will demonstrate to the group the breadth of its systems. This will help the group understand the types of tools DDS can build. Future roundtable discussions will help establish the groundwork for a comprehensive approach to emerging media. |  |