ad:tech Sydney 2019 a brand new now
Keynotes and panels spanned from the hard technical to the intangible abstract – the convergence of ad- and martech, ethics in modern-day marketing, learning from privacy scandals past, how augmented reality is posed to transform the digital landscape, serious discussions on the future of data in media, not-so-serious discussions on the state of personalisation in marketing (more on that later in page 58) – you name it.
Sitting in a packed audience on the third level of Sydney’s Hilton, surrounded by hungry young marketers scribbling down notes and seasoned conference veterans listening with arms crossed, it’s not difficult to understand why so many are seduced into this profession. Speakers battled with the most difficult questions facing the landscape, shared mind-blowing and completely counterintuitive perspectives on tech and data and, most of all, emphasised the depth of responsibility placed on marketers to lead public perceptions and steer society’s technological attitudes.
A FUTURE WITHOUT ADVERTISING
Presenter: Ana Milicevic, co-founder, Sparrow Advisers
“We’ve never spent more money on advertising than today. [We’ve] certainly never spent more money on visible advertising than today.” She’s right. According to Zenith’s Advertising Expenditure Forecasts, total global internet ad spend in 2018 was US$246 (AU$345) billion.
“But that relationship between what the value of advertising is and how clear that is to the young consumer is really precarious.”
Milicevic implored her audience of advertisers, technology vendors and marketers to
