Engage 2009 podcasts

Podcasts

We collaborated once again with Markettiers4dc to create three podcasts that tackle key issues discussed during Engage 2009:

Feeling the Burn

This podcast outlines the key features of what the IAB's Guy Phillipson calls a "landmark year", the year in which the internet became the biggest advertising medium in the UK. According to Microsoft's Nicki Smith, "this is a tipping point" and as a result, "this is a very exciting time for digital advertising".

Introducing the podcast, the IAB's Kieron Matthews argues that despite the recession, digital continues to push forward exciting advertising opportunities and focuses on whether brands are feeling the burn of adapting to digital, the recession and the changing needs of the consumer.

Key delegates and speakers at Engage 2009 discuss the challenges of the recession. For Bauer Media's Carl Lyons, the recession has been "an opportunity" for brands to focus on "what is your core product, what is your purpose, what do you do well and how can you do it in a more lean, efficient way".

The internet has also forced brands to alter how they evaluate success and failure - especially given the recessionary landscape. Richard Eyre, IAB chairman, explains that there has been a fundamental shift in approach and comments on the "leap and learn" business philosophy outlined at the conference by Google's Matt Brittin.

Concluding the podcast, Stephen Fry passes his judgement on Engage 2009: "It was fantastic. It was a very intelligent and knowledgeable audience. I say 'knowledgeable'. How would I know that? They didn't actually speak, I was the one speaking. But I think they were knowledgeable because they nodded sagely at the right points and they seemed to titter at the right notes. It shows that they seemed au fait and happy with what they were hearing - either that or they were incredibly polite."

Listen to the podcast (10509k)

Keeping Up Appearances

In this podcast, the IAB's Kieron Matthews investigates how online advertisers can engage with people online and wonders if the proliferation of user generated content has blurred the traditional boundaries between provider and consumer.

A range of speakers and delegates from Engage 2009 were asked to explain just how brands should present themselves and compete for attention in a digital world. Justin Pearce, editor of New Media Age magazine, argues that "brands have to be much more transparent nowadays. They have to give up control". James Bromley, managing director of Mailonline, argues that brands should "focus on the end user rather than what you think you have to do to be seen as digital."

Matt Brittin, managing director of Google UK, argues: "One of the things the internet is forcing brands to do is think harder about what it is they stand for in a world where you can access billions of pieces of information and millions of brands. What do you stand for? Why would I want to spend time with you rather than someone else?"

Also featured in the podcast are Alistair McEwan of the New York Times and Bauer Media's Carl Lyons who give their views on the debate over paid content.

Stephen Fry concludes the podcast by assessing the future for digital: "No one predicted Twitter - not even BiZ Stone. I think the excitement of the world of these media is that it's unpredictable."

Listen to podcast (30065k)

The Healthy Media Diet Plan

In this podcast, the IAB's Kieron Matthews looks into areas of digital planning and integration and examines how marketing strategies need to be adapted in response to changing consumer demand - in particularly in response to social media participation.

Charlie Leadbeater, author of We Think, argues that there is a fascinating battle developing between the people who want to control Facebook and the users who don't want it to be controlled. "The really interesting thing about all social media is that to be successful you can't entirely control it, but to make money you need to control it in some shape or form".

Key speakers including Louise Ainsworth, managing director, EMEA, Nielsen online division; Matt Brittin, managing director of Google UK; the IAB's Guy Phillipson; Daniel Rosen, head of AKQA mobile; and Howard Kosky, chairman of Markettiers4dc, add their views on the debate and outline examples of brands as diverse as Comparethemeerkat, Gap and Laphroaig whisky who have all adapted well to changing times.

Nicki Smith, Bill Swanson and Matt Brittin also add their views on UKOM with Smith concluding that it is "something the industry needs in order to feel more confident about investing marketing money online."

Listen to podcast (35198k)