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Posted by Shar VanBoskirk on May 1, 2006
I participated in ad:tech San Francisco 06 last week and was blown away by the number of attendees and exhibitors. While I was very excited by the energy at the event (great to feel marketers primed to invest in internet marketing, and vendors anxious to introduce new technologies), the cynic in me couldn’t shake the “been there, done that” feeling.
A feeling associated with what we at Forrester have dubbed “Bubble 2.0” -- the recent boom of venture-backed vendors touting very similar capabilities but with no clients (In fact, this trend is not unique to vendors. There are content companies springing up too, that provide no actual content).
Here are my observations from ad:tech about which areas are garnering the biggest vendor attention:
What vendors were noticeably absent at ad:tech? Email and social marketing firms. We spied a few emailers (Skylist and Yesmail) but most ESPs chose not to exhibit. We also ran into RSS provider SimpleFeed, but uncovered few other specialists in any social media like RSS, blogs or social networks. Why? Well, I think email is so well established as a marketing mix mainstay that ESPs don’t need to drum up any more awareness. They’ve all made the wise decision to stay home and concentrate on working through integration issues with their “new” database marketing parents. And to the absence of social marketing vendors? Maybe this space is still just too new. Although I’d have loved to get a better pulse from the show about “what’s next,” I found ad:tech confirmed our pulse on what is here and now: search and online ad targeting.