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Great online creativeOur third annual conference provided marketers an indepth insight into how they can take their brands forward online. Here is what happened at the event.
Monday, 12 November 2007
From the first of the IAB’s ‘Online 2021’ videos that punctuated the conference, to Futurologist Michael Hawley’s predictions of what we can expect in the coming years, via Owen Van Natta’s announcement of Facebook Ads as the “next generation of online marketing,” IAB Engage 2007 had a reoccurring futuristic theme. Quite fitting for a conference that promised to take marketers ‘one step beyond’.
Nearly all of our ten leading speakers - including AOL’s Randy Falco, Roisin Donnelly from P&G, Facebook’s Owen Van Natta and Matthew Brittin of Google – made the point to marketers that we are in a new world, writing the rulebook as we go.
Despite the ongoing futuristic slant, and in amongst the calls for “furious innovation,” many of IAB Engage 2007’s key messages encouraged marketers to return to core values in order to stay relevant to the ever growing born-digital generation. Matt Brittin of Google advocated a “back to basics” approach to advertising, pushing marketers to place more emphasis on what their brand stands for.
Similarly, in a clear and concise presentation Roisin Donnelly, corporate marketing director of Proctor & Gamble said that the biggest challenge for marketers in the current climate was “developing the right message” for the consumer. She also stressed the importance of marketers understanding their consumers “better and more deeply” and keeping their messages simple, relevant and involving.
The day began with a strong presentation from Josh Spear the founder of media think tank, Undercurrent. Very much setting the tone for the day the emphasis of Josh’s speech was how to engage with a generation that has been born digital. He showcased a series of websites, such as Twitter, Threadless, Loopt and I'm in like with you, to explain that there was a "new paradigm" of what advertising should be and that marketers needed to turn their traditional approach "180 degrees". For the born digital generation, Josh said; "things that seek out are bad, things that we seek are good."
Both Josh and Spannerworks’ Anthony Mayfield encouraged agencies to push their clients to “add value” and turn an interruptive experience like a banner into a service, with Spear asking the delegates; “how can your brand make each site you advertise on a better place?”
Quite whether Owen Van Natta’s exciting Facebook Ads announcement was what Spear and Mayfield had in mind as the answer to help marketers engage with the born-digital generation is unclear. With 100,000 marketers signed up to Facebook Ads within the twelve hours following the initial launch announcement in New York, it’s clear the service - that will help marketers tap into the “trusted referral” nature of the social networking site – will certainly prove popular.
The IAB's Guy Phillipson asked Owen Van Natta what he thought the Facebook community would make of the new ad system to which he responded; "maintaining users trust is at the core of what we do." He added; "we are allowing marketers to accelerate into the users’ world."
A prominent theme of IAB Engage 2007 and one that was mentioned in a number of presentations was that of networks. Whether it was Anthony Mayfield encouraging marketers to stop thinking of the internet as an abstract object, but rather as a constantly changing and complex network, or AOL’s Randy Falco outlining the growing importance of ad networks, the millions of relationships that make up the internet are of increasing importance to advertisers.
Falco cited how by the year 2011, 23% of all page views will be booked via ad networks. "The trend towards networks is huge,” he said. "Agencies and marketers will reach the web via networks. It’s a one-stop shopping kind of experience."
In terms of predicting immediate future trends the mobile and video sessions outlined how important these areas are set to be in the continuing evolution of online.
In the first IAB Engage session devoted to mobile, Matthew Kirk, director of portals at Orange discussed the development of mobile advertising. He said that if 2008 wasn’t the year of mobile marketing, it would at the very least be a significant year for advertisers and their use of mobile internet to reach their consumers. Kirk described it as the "new, new media."
Likewise, AOL’s Randy Falco said that we are at the early stages of what can be achieved with advertising online and stressed how important mobile, video, behavioural and contextual targeting will be once we "crack the code."
Stressing the potential of video online Falco said; "finding the next 30 second spot on the web will provoke a rush of money into the internet space." Endorsing the IAB's move to develop internet video best practice in order to further simplify and standardise online display advertising, Falco also said that to resolve current agency frustration video formats need to respect the online customer experience with non-intrusive advertising messages.
Michael Hawley, Futurologist and former Director, MIT concluded the event with a glimpse of the future. Focusing less on technology, Hawley used the geographic changes that are currently occurring all over the planet to paint a picture of the future. He outlined how we’ve just reached the tipping point of mass urbanization with 50% of people living in country and 50% in cities, he said; "it’s the signal that says something is changing."
600 delegates, over half of them advertisers, benefited from the expert insights into essential online disciplines that IAB Engage 2007 provided. The event’s emphasis on the future and ‘one step beyond’ was corroborated by Hawley’s Futurologist take on achieving success in our dynamic industry. Using an ice hockey analogy he said the really great players didn’t chase the play, they headed for where the puck was going. The IAB is confident that IAB Engage 2007 provided marketers with a clear idea as to just where that is.
Monday, 12 November 2007
Nearly all of our ten leading speakers - including AOL’s Randy Falco, Roisin Donnelly from P&G, Facebook’s Owen Van Natta and Matthew Brittin of Google – made the point to marketers that we are in a new world, writing the rulebook as we go.
“Back to basics”
Despite the ongoing futuristic slant, and in amongst the calls for “furious innovation,” many of IAB Engage 2007’s key messages encouraged marketers to return to core values in order to stay relevant to the ever growing born-digital generation. Matt Brittin of Google advocated a “back to basics” approach to advertising, pushing marketers to place more emphasis on what their brand stands for.
Adding value
The day began with a strong presentation from Josh Spear the founder of media think tank, Undercurrent. Very much setting the tone for the day the emphasis of Josh’s speech was how to engage with a generation that has been born digital. He showcased a series of websites, such as Twitter, Threadless, Loopt and I'm in like with you, to explain that there was a "new paradigm" of what advertising should be and that marketers needed to turn their traditional approach "180 degrees". For the born digital generation, Josh said; "things that seek out are bad, things that we seek are good."
Both Josh and Spannerworks’ Anthony Mayfield encouraged agencies to push their clients to “add value” and turn an interruptive experience like a banner into a service, with Spear asking the delegates; “how can your brand make each site you advertise on a better place?”
Facebook Ads
Quite whether Owen Van Natta’s exciting Facebook Ads announcement was what Spear and Mayfield had in mind as the answer to help marketers engage with the born-digital generation is unclear. With 100,000 marketers signed up to Facebook Ads within the twelve hours following the initial launch announcement in New York, it’s clear the service - that will help marketers tap into the “trusted referral” nature of the social networking site – will certainly prove popular.
Networks
A prominent theme of IAB Engage 2007 and one that was mentioned in a number of presentations was that of networks. Whether it was Anthony Mayfield encouraging marketers to stop thinking of the internet as an abstract object, but rather as a constantly changing and complex network, or AOL’s Randy Falco outlining the growing importance of ad networks, the millions of relationships that make up the internet are of increasing importance to advertisers.
Falco cited how by the year 2011, 23% of all page views will be booked via ad networks. "The trend towards networks is huge,” he said. "Agencies and marketers will reach the web via networks. It’s a one-stop shopping kind of experience."
Mobile and video
In terms of predicting immediate future trends the mobile and video sessions outlined how important these areas are set to be in the continuing evolution of online.
In the first IAB Engage session devoted to mobile, Matthew Kirk, director of portals at Orange discussed the development of mobile advertising. He said that if 2008 wasn’t the year of mobile marketing, it would at the very least be a significant year for advertisers and their use of mobile internet to reach their consumers. Kirk described it as the "new, new media."
Stressing the potential of video online Falco said; "finding the next 30 second spot on the web will provoke a rush of money into the internet space." Endorsing the IAB's move to develop internet video best practice in order to further simplify and standardise online display advertising, Falco also said that to resolve current agency frustration video formats need to respect the online customer experience with non-intrusive advertising messages.
Mass urbanization
Michael Hawley, Futurologist and former Director, MIT concluded the event with a glimpse of the future. Focusing less on technology, Hawley used the geographic changes that are currently occurring all over the planet to paint a picture of the future. He outlined how we’ve just reached the tipping point of mass urbanization with 50% of people living in country and 50% in cities, he said; "it’s the signal that says something is changing."
