MERCADEO Versión en español
Yahoo, Facebook, Google and UM Studios led general sessions of the first day of IAB Mixx 2014
29 de septiembre de 2014
Katie Couric y Sheryl Sandberg
The first session of IAB Mixx 2014 was an engaging conversation about the changing media landscape, between two of the most influential women in the digital industry. Katie Couric, global anchor of Yahoo News and Sheryl Sandberg, Facebook Director of Operations. “We are experiencing the most rapid adoption of a communication technology that the world has ever seen. 79% of Americans do not use their phones for less than two hours per day. On Facebook, we have had to work hard to become a company that gives priority to mobile”.”There have been dramatic changes in content creation. The best way to deliver content to people is online,” Couric said. During her intervention, Sandberg announced that Facebook has just relaunched Atlas. “What Atlas offers is the delivery of the right message to the right person at the right time,” she said. The second session of the day was led by Tara Walpert Levy, CEO of Google, and Scott Donaton, director of UM Content Studios. The discussion was based on building brands on democracy content. “In 2013, we started talking about ads as content and in 2014, we began to use them as an industry,” Levy said. “If 2014 is the year of the casual creator, then 2015 will be the year of the brand,” she added. Meanwhile, Donaton said that customers came to UM requesting content strategies. “What we need is a marketing strategy led by a story,” he said.
