IAB Engage 2009 – lots of debate!

IAB Engage 2009Perfect Storm have been members of the IAB since 2007 and we benefit greatly from this – white papers, events, latest stats, training guidelines and also a great way of seeing what others in our industry are doing online for clients. The title of this year’s event was ‘Keep Fit. Be Healthy’ – and unbelievably, Mr Motivator was on hand to give us some advice on how to be healthy in a digital marketing perspective!

Press panel at IAB 2009The speakers were impressive, and I have to say I learned a lot from most of them – not all, most!
We had Jeff Levick from AOL (head of global advertising and strategy), Charlie Leadbeater who is a strategic advisor and really is a ‘wizard of the web’, Louise Ainsworth (MD of EMEA and Nielsen Online), Shaun Gregory (MD O2 Media), Daniel Rosen (head of AKQA mobile), Mark Lund of COI, Chris Brittin head of Google UK, and of course great speakers from IAB including Kieron Matthews and Guy Phillipson. Did I mention the amazing Mr Stephen Fry? What a way to end the event and what a truly lovely, entertaining and intelligent guy he is.

One area in which there was a lot of debate was around the role of press and online – we had reps from MailOnline, NY Times, Bauer Media, Independent – what came across was interesting, but all sung from the same hymn sheet – relevance and quality of online content is key. Can Rupert Murdoch really remove his news from Google? Who knows, but all agree that some form of pay per view on news will eventually be something that most press titles look at.

The launch of UKOM was a really interesting development – this was announced last month by IAB. Louise Ainsworth of Nielsen and Guy Phillipson of IAB explained more about it yesterday.

In September this year, UKOM appointed Nielsen as its official partner “to deliver an industry-agreed online audience planning system, which will allow advertisers and their agencies to plan online campaigns targeting specific audiences, using an industry-approved system, just as they do with traditional media.”

Radio, press, tv etc all have their own planning tools and now online will have its own in the form of UKOM. It was explained that the system will launch early 2010 with a panel of 35k selected to be as representative of the UK population as possible. Profiles will cover age (from 2+), region/geo demographics, social grade, income, occupation, and what the panelists are in the market for e.g. houses, cars and other products.

It will be interesting to see how this will help us as an agency who regularly plan online campaigns for clients.

Stephen Fry at IAB Engage 2009Stephen Fry was simply superb – who knew he knew so much about online and also the origins of the internet! He is one switched on guy who now has nearly 1 million Twitter followers and who also explained a bit about why he nearly committed ‘Twittercide’ a few weeks ago! He hasn’t read a newspaper in over 10 years and gets his news from BBC, CNN etc which is interesting – again mostly online sources of news. He also sees himself not as a performer these days, but as a content provider!

Stephen Fry at IAB Engage 2009

I could go on all day about the conference, and will add other learnings over the next few days.

VM

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