ad:tech Chicago 2009: Social Media will be "Bigger than Search"

Geoffrey Precourt

"Social [media] is going to be the tsunami to overcome marketing in the next decade," Rishad Tobaccowala told the opening keynote session of the 2009 ad:tech Chicago conference. "In time, it will be bigger than search."

Tobaccowala is CEO of Denuo and top innovation officer on the board of VivaKi media/digital holding partner whose parties include Starcom MediaVest Group, ZenithOptimedia, Digitas and Denuo.
He believes that social media is scaling much faster than any other media platform. The most visible presences - Facebook and Twitter, for instance - are just phases of a much larger phenomenon, he contended. People are spending more and more time across social media. The challenge will not come with continuing to build audience size, Tobaccowala said.

"It's easy to scale audiences, but difficult to scale marketing. That has to involve people."