IAB Non-member: £120 +VAT
Advertiser: FREE
This event will look at the relative effectiveness of different digital activities. Delegates will walk away with an understanding of this process and the interplay between formats to enable them to create more successful digital campaign.
Hear the latest Customer Conversion Journey Automotive research from the IAB.
Agenda
10.10am IAB research & Nielsen
This presentation shows the results of the IAB’s third Customer Conversion Journey Research Study, carried out in conjunction with Nielsen, this time in the automotive sector. It shows the relative effectiveness of different online activities including display advertising, sponsored search, natural search and buzz.
Analysing the conversion paths of UKOM panellists across automotive brands, the findings highlight the average number of times users who engage on these sites are exposed to each activity, which elements are principal in driving site visits and the impact that display exposure specifically can have on site visits
Sorcha Garduce, Senior Insights Manager, IAB
Cathy Heeley, Client Director, Portals, The Nielsen Company
10.30am Tribal Fusion - Multiple touch attribution
Tribal Fusion will be talking about what the best ad networks are doing to meet the attribution challenge. Looking at why last click, even though it’s the least worse solution, is flawed as well as multi-touch attribution.
Tribal Fusion’s Doug Conely will also address what is attribution, why does it matter and how has it changed over time? Why is it still flawed - what is going to happen next?
10.50am Google – The role of search in the customer conversion journey
Search plays a key role in a consumers online path to purchase. Consumers search multiple times and not always in a manor you might expect. There are also differences between industries with regards to the types of searches consumers perform. This study aims to quantify those searches and outline the relationship between the types of searches.
Louisa Middleton: Product Marketing Manager, EMEA Market Insights
11.10am Criteo – The real impact of Retargeting
Display grew at a faster rate than search in the first half of 2011. As well as growth in social media and video display advertising, much of this growth is the result of display’s transformation into a post-click performance channel. For marketers, the real value lies in understanding how and when display can be used to drive conversions and its influence on other channels along the path to conversion.
Phil Coxon, Client Services Director at Criteo will take you through key learnings and how advertisers are attributing value to display
11.30am Affiliate Marketing - Sky
Helen Southgate from Sky will be speaking from an affiliate marketing point of view to discuss ‘the integration of affiliates with display and paid search - how this changes how we work with some affiliates and how this data informs how we spend our marketing budgets internally.’
Helen Southgate, Sky
11.50am Q&A
12.00pm Finish
