Ad:Tech SF 2008 Survival Guide

The Wall Street Journal, among others, reported yesterday that "Yahoo Inc. and Time Warner Inc.’s AOL are closing in on a deal to combine their Internet operations, a move aimed at thwarting Microsoft Corp.’s effort to acquire Yahoo, people familiar with the matter said Wednesday." This comes at the same time that Microsoft looks to forge a partnership with News Corp that would effectively roll-up three powerhouses of users – Yahoo, MSN, and MySpace. If they want to do that, they should really just grab AOL too, but that’s just my view. Here’s where the story gets disconcerting, though. Continues the Journal "The AOL-Yahoo deal under consideration would include the repurchase of some Yahoo shares at a price above Microsoft’s offer. Taken together with a possible search advertising pact with Google Inc., the plan could give Yahoo an alternative to a Microsoft takeover." Google powers AOL’s search, and whether Yahoo uses their feed or negotiates a deal of their own, it’s no wonder that Microsoft among others has heavily objected. Combined, Yahoo and Google make up a 90 percent share. You have to wonder, after all these years of competing against each other, why they might now decide to do a test. Fortunately, the Journal article provides some of that by saying first that Yahoo’s test with Google would start as early as next week, last up to two weeks, and involve no more than 3% of Yahoo’s search queries. As to why, the test "is designed for Google and Yahoo to evaluate the revenue potential of a broader search ad sales outsourcing arrangement, according to people familiar with the matter. Yahoo views the latest test partly as a way to demonstrate its belief that it is worth more than Microsoft has offered, one of the people said." Sleeping with the enemy just doesn’t seem like the best way to increase one’s attractiveness.

In fact, the whole notion that Yahoo would even consider a test with Google makes such abominable sense that we simply can’t think about the whole mess with Yahoo any more. It went from uneventful to downright ridiculous. As they say, nothing we can do about it now. Best to focus on the present, and in our world that means ad:tech San Francisco. With this show in mind, we offer our guide to help you survive the fray.

• RSVP – while partying doesn’t constitute a valid reason for going to the conference, it nonetheless represents a main draw. The parties get more crowded each year, and with booze prices rising like gas, it becomes harder to nab an entrance to an open bar party. Figure out which ones you want to go to now; if you haven’t received any invites, then find your nearest major affiliate network and ask them. The others are client parties with actual dinner seatings. Two sure fire hits – Rubicon Project and Adteractive’s resurrection.
• Comfort Enabled Shoes – you may or may not acquire more business, but you will spend hours on your feet. This doesn’t mean you have to roll in Hush Puppies, but buy some thicker socks and/or inserts. Inside, seats are at a premium and with the hit or miss weather, don’t count on outside availabilities.
• Localize and Familiarize – along with seating space, meeting spaces are hard too. Three years ago the W Hotel felt like an oasis of calm, but now it’s become the unofficial show overflow. Check out other hotels nearby such as the St. Regis. With mapping sites offering ground level views and overlays of eateries, have in mind a place or two before you set out on your meeting in case one has too many other people.
• Hard Copy – before setting off on your trip, print out your schedule. Don’t rely on technology 100%. In addition to your calendar, which when printed out provides you space for note taking, print out the contact information of the people you want to meet. Brush up on who each person is, even if you already know them. It doesn’t hurt to have talking points in mind on what to discuss.
• First Aid – you will try to act appropriately and remember that business brings you to San Francisco, but you will slip up. Come prepared with Advil and Airborne. Also, stop by one of the many convenience stores and pick up some water and Gatorade for your room for the morning after. Pack or buy some balance bars or other healthy snack as you will most likely miss at least one meal unintentionally.
• Business Cards – guaranteed, someone you know or meet will forget their cards. Photographers often get paid by the picture; bring lots of cards and pretend you get paid by the number of cards you give out. Conversely, be ready to accept many cards. While it’s rude in Asia, write on the cards to remind you who they are. Prioritize them for follow-up by creating a short-hand code for yourself, e.g. A, B, C with A being the ones to touch base with first. You might also consider annotating them with a designation for client, prospect, time-waster, etc.
• Be Prompt – it’s easy to run late, but don’t let the size of the crowds, the size of the show, the accidental meetings act as a crutch or excuse for poor behavior. Also, make sure that everyone you meet with has your cell phone number, and if you’re meeting someone for the first time, email them earlier in the day and let them know what you look like. You don’t need to send a picture, but help them pick you out in the crowd.

• Earn Money – you are going to the show for one thing, to increase business. Whether your own boss or employed by someone else, don’t let the change in environment change your sense of urgency and responsibility. Going to shows is a privilege, even if it means booth duty for a while. Others in the office who didn’t get to go will gladly trade places. Meeting people and expanding your network is among the most profitable thing you can do. Spending too much money and living it up like a honeymoon is not.