Ultra Light Panel on Online Advertising
Jonathan Hsu, CEO of 24/7 Real Media, indicated that people working within the online advertising industry are definitely in the right field at the right time.
“Online advertising is heading for a Great Golden Age,” said Hsu. “And it will keep building momentum for at least the next 21 months.”
Hsu made up an all-star Ultra Light Startups panel at the NYU Polytechnic Incubator on Thursday night where the topic was online advertising.
Ultra Light Panel:
- Dean Harris, CMO of Kayak and Vonage
- Jonathan Hsu, CEO of 24/7 Real Media
- Brian O’Kelley, CEO of AppNexus
- Anand Subramanian, Founder and Chairman of ContextWeb
Hsu told the assembled group that it’s easier than ever to get into the online advertising business – but it’s harder than ever to create real wealth and score a huge buy out.
One of the major topics of the evening was direct response vs. brand advertising. Dean Harris indicated that direct response about getting people to buy a product as soon as they see the ad, while brand ads are more relevant for building awareness and sales at a later date.
Anand Subramanian agreed saying that brand advertisers are more committed to pushing out a message rather than a specific product. He also referenced the emergence and continued profitability of online video advertising.
Jonathan Hsu says that the conversion away from traditional media advertising won’t happen overnight, because that’s still where ad agencies are making the majority of their money, but the writing is on the wall.
Brian O’Kelley was revered by the panel as being the father of the advertising exchange while CTO at Right Media (acquired by Yahoo in 2007). Hsu remarked that he considered AppNexus, O’Kelley’s startup, as the smartest play in the online advertising space today.
The panel closed the evening by reiterating the incredible opportunities available in the online advertising and how the industry is headed for unprecedented growth.
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