I missed Full Frontal this summer in Chicago and am excited to finally attend this in NY today. The panel is without David Armano, but should be good either way. I didn't realize until I walked that Jaffe was on the panel. The room is standing room only and, being a lunch panel, the sound of chewing is muting out the voices of the panelists.
The funny part is that the moderator basically had a muzzle on Joseph. Yes, he can ramble a bit, but it was quite obvious that they had talked in advance that he needed to zip it quickly and a few comments were made on stage as well.
Disclaimer: the agenda nor the Ad-Tech website list the panelists names, so I will make all quotes anonymous.
The most interesting question for the panel was, "Branded Content, Can it Replace the Ad?"
"Don't interrupt the experience...be the experience."
"We are going back in time to the 50's when soaps where made exclusively for advertising." However, another panelist said "Consumers are too smart for that now."
"You should figure out what is so interesting about your brand and then talk about that topic in a smart way."
"You are in the content business, not the ad or media business. The consumer is very savvy...not as dumb as they use to be. Direct to consumer is the next big thing...brands don't have to be held hostage by media to get their message out. Learn to bypass the traditional distribution channels."
"There will be a lot of screw ups in this area...it is a precipice...some will succeed and others will fall to their death."