• by May 23, 2004

The AdTech, San Francisco show opens today with a packed schedule of conference sessions, smaller panel discussions, a more populated show floor than in recent years, and a party schedule reminiscent of the Internet boom years.

The West Coast show began gaining its sea legs back last year, in what appeared to be the first signs of an online comeback. Now, as more marketers and agencies make news about shifting a few more dollars from TV advertising to the Web and other media and new marketing strategies, AdTech-SF appears to be a destination of choice. And the conference agenda features brand marketers such as Allison Johnson, SVP, global brand & communications, for Hewlett-Packard Co., who is the opening keynoter. Johnson addresses "The Changing Role of Interactive in Global Marketing."

Keynoting tomorrow is Peter Weedfald, SVP, strategic marketing & new media, Samsung Electronics America. Weedfald, speaking on "Digital Darwinism," is a vocal proponent of online media, and is proud of surrounding consumers with a Samsung message online "24/7, 365 days a year." On Wednesday, the last day of the show, Pat Vogt, SVP and senior general manager, Sony Electronics, will discuss his experience managing the electronics giant's Internet properties and direct sales channels.

Apart from providers of interactive products and services on the show floor, conference session topics range from aggregating audiences online and measuring word of mouth to mobile marketing and streaming media. Social networking on the Web and Web business models for the future are also hot topics. Nearly every aspect of marketing appears to be covered by a conference session or panel, reflecting the growing importance of the Internet in all marketing and media activities.

AdTech-SF runs through May 26 at The Palace Hotel.