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Oh, We’re Halfway There - #AWNewYork, #BingThere

The close of today marks the halfway point for this year’s Advertising Week New York.
First thing to note is that Bing’s insights on the key themes to be addressed during the course of #AWNewYork delivered in our #BingBites social series are indeed where the discussions are focusing:

A few of the highlights thus far from Bing’s presence at panels across the event are:
CNBC Masters of Monetization discussed the evolution of the digital advertising monetization industry and featured Bing Ads’, Head of Sales North Amercia, Rob Wilk, alongside panelists from Aol, Daily Mail, Washington Post and iHeart.  The key takeaways were:

  • Search enables marketers to test different messages - search is the world’s biggest focus group and will reveal which messages resonate.
  • Measurement drives results and everyone wants a result – what we need to figure out is a way to provide a result that’s an outcome for true brand engagement.
  • Consumer decisions are non-linear, if you’re not there where they’re making a decision – your brand has missed out.

Understanding Intent in the Age of Digital Transformation, moderated by Paul Longo, Head of Agency Development at Bing Ads and featuring some of Bing’s most inventive advertising partners including 360i, iProspect, Mindshare and Resolution Media.  They discussed how, as big data shifts to smart data, marketers must deploy smart data to get the best view of the consumer and drive tangible business outcomes. The panel looked at the way in which search reveals who consumers truly are and can predict of actual consumer intent. There was a consensus that this depth of understanding of consumer intelligence is critical to the whole marketing mix both at the outset of marketing planning and over time.

For more insight on Bing’s presence at Advertising Week New York please follow us on Twitter @BingAds, watch the sessions LIVE on Facebook here such as ‘A Dispatch from the Future of Search’ tomorrow, Wednesday at 2pm which will look at AI, Search Intelligence and Bots within conversations and what it means for marketers.