AdAsia interviews Paul Beckley, Vice President of ad:tech Singapore.
AdAsia: How do you keep your finger on the pulse of the digital marketing community?
Paul Beckley: We focus purely on digital events here in Asia, so we live and breathe it each and every day. Our multiple events each year focus on the needs of junior, middle level and senior executives from across the digital marketplace. We value our connections to the market and continually meet with the movers and shakers. Through all our efforts, we help build the community and as our theme for this year suggests, we are here to help drive Asia’s digital development.
AdAsia: How does ad:tech Singapore stay relevant to its audience through the years?
Paul Beckley: Our content at each and every event is built by the industry, our board of advisors from across what I like to call the four pillars of our industry: Brand Marketers, Advertising Agencies, Online Publishers & Technology Providers therefore ad:tech is for the industry, by the industry. With a market that moves so fast, those executives that are spearheading and shaping the future of advertising are highly qualified to assist in delivering the most relevant content for each year’s programme.
AdAsia: Do you have a theme or focus for this year?
Paul Beckley: The theme for this year’s event is “Driving Asia’s Digital Development”, and the focus is on how Asian businesses can engage and interact with the potential online consumers.
AdAsia: What is new and different about ad:tech Singapore 2012?
Paul Beckley: This is the first year that we have featured six different and comprehensive tracks within the conference:
• Fundamentals of Digital Marketing Workshops
• Digital Trends, Tools & Technologies
• Digital Adoption and Execution Trends of Emerging Markets
• The Publisher’s View on Digital
• Forecast of the Digital Age
• The Monopoly of Digitally Integrated Platforms
In addition, the exhibition has doubled in size from last year, with more opportunities for attendees to see firsthand more technology and more services available today to meet their marketing needs.
AdAsia: What are some of the highlights of the event line-up?
Paul Beckley: Keynote speakers include Dr Jeffrey Cole, Director, Centre of the Digital Future, USC Annenberg School; Michael Lazerow, CEO & Founder, Buddy Media; Greg Dale, COO, comScore Inc.; and Cliff Rosenberg, Managing Director, Australia & Southeast Asia, LinkedIn. Some of the brand studies this year will come from Kraft, Johnson & Johnson, MasterCard, Mahindra Group, Coca-Cola, Lenovo and many more. LinkedIn will be holding two seminars, the first to educate users on advertising opportunities, from display to the new follower ecosystem, and the second session to show attendees how to leverage the platform to be more productive and successful as a member. Blugrapes will also be conducting a complimentary educational workshop “All Things Social”.
AdAsia: What are some of the new interesting partnerships that ad:tech Singapore 2012 has secured?
Paul Beckley: e2i is collaborating with ad:tech Singapore 2012 as a job placement partner where e2i injects job matching opportunities for digital media employers to meet potential candidates face-to-face. Currently, e2i has 9 employers offering more than 50 vacancies for careers from account management (digital marketing) to game programming (interactive advertising).
AdAsia: We understand there is a good mix of exhibitors this year. Who are the main ones?
Paul Beckley: The key exhibitors this year are LinkedIn, comScore, Buddy Media, Adobe, Pointpal, SingTel, Vserv, Brightcove and Exponential Interactive. And of course AdAsia!
AdAsia: Paul, thank you for talking to AdAsia.