Inside the Ad Tech Revolution with Omnicom Digital CEO Jonathan Nelson
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This is a fascinating, high-level conversation with CEO, Omnicom Digital Jonathan Nelson about the history of ad tech, open source software, managing digital creative and leveraging digital advertising and social media marketing tools and services.
This was recorded when Jonathan Nelson was CEO at Organic, who's pioneering work helped to make the Internet the dynamic economic advertising channel it is today.
Nelson is a self described serial entrepreneur who has founded a number of successufl ad tech companies.
03:49 – Jonathan Nelson talks about his history with Accrue Software, Inc. and gives a brief description about what kind of company it is.
04:25 – Nelson briefly outlines a day in the life of the CEO of Organic.
04:55 – Nelson describes what Organic, Inc. is and what it does.
05:20 – Nelson talks about how Organic and its clients come to an agreement over what types of services Organic will provide.
05:55 – Nelson gives his opinion on open source and how his clients feel about using open source technology, “…we are a huge fan of open source…but occasionally a client will demand a Microsoft platform or another platform and we are compliant and do that stuff as well.”
06:32 – Nelson talks about using different types of software and how important he feels it is to use one set of software over another, “I believe that you shouldn't let the tail wag the dog, I mean software is just a tool and quite often the tools are chosen for you…”
07:36 – Nelson talks about the clients' involvement in the publishing of their own website, the different types of software that clients could use to publish their own site, and the various types of service level agreements that clients want.
09:04 – Nelson describes how Organic's clients host their websites, and how much of the actual hosting Organic does.
09:49 – Nelson discusses how he educates clients on new social media that are hesitant to utilize it, “I believe that in late 2005, 2006 is really the dawn of social media in a really big way, the advent of MySpace and YouTube and the way it is affecting brands is really profound.”
11:25 – Nelson talks about the different ways of approaching social media management versus traditional media for advertising a product, taking into consideration the target demographic, the product, and how experimental the client is. He also discusses the advantages new media has over traditional media for advertising.
13:51 – Nelson describes how internet marketing has evolved in a short period of time, as well as the increased use of internet marketing for such impulse purchases as consumer packaged goods that have traditionally relied upon off-line marketing. 15:08 – Nelson gives his opinion on Flash, its use on websites, and how to get around the difficulties Flash presents for search engines.
16:23 – Nelson talks about how the process of search engine optimization for data and marketing is evolving with regards to the growing intelligence in using search engine optimization, and consumers. Also, he discusses the increasing use of social tagging, “Keep in mind that nothing is static here, which is one of the most brilliant things about the internet. It is all evolving really rapidly…we are…actually rather quickly grappling our way to the future here.”
19:48 – Nelson discusses how social media marketing has changed the way he does business, and how that has affected growth and sales of all companies who utilize social media.
21:09 – Nelson talks about how new media, such as the internet, has affected digital marketing practices with regards to traditional marketing mediums, such as television.
22:59 – Nelson gives his opinion about Google's buy-out of YouTube and whether or not he thinks the price they paid was worth it, “…it's really not about the money, it's about the percentage.”
24:38 – End.
Photo by molly steenson