Programme

We look at how does OBA technology works, and why are we using it?

Kicking off Interact 2012 is the eagerly anticipated results of our annual AdEx Benchmark study will encompass four key trends – branding and storytelling, video, mobile and the future growth and innovation potential of search advertising. The presentation will also track the rise of new markets in online advertising, especially in Eastern Europe. Daniel Knapp of our research partner IHS Screen Digest presents the key findings, and then will moderate a panel of advertisers and key IABs to discuss the implications of the findings.

Network with colleagues, and decide which young entrepreneurs and innovators at the Interact Innovation Camp (I²C) get your vote! We then break into the two streams that follow the break.

The public affairs panel will discuss the current privacy challenges and their impact on measurement, ad-reporting and targeting with leading industry experts.

Network with colleagues, and decide which young entrepreneurs and innovators at the Interact Innovation Camp (I²C) get your vote!

There is a rapidly growing importance of data in the digital world, moving from rudimentary clicks and views to real time data and predictive modelling. This session will address two key issues around ‘Big Data’: are we as an industry ready to incorporate this data into the advertising mix, and do we have the right people to manage this transition?

Established in 2003, Mediascope Europe is unique in identifying changing media consumption patterns at total population level in online, radio, TV, mobile, newspapers and magazines and doing a deep dive into digital media consumption and e-commerce – all across multiple markets. The study includes the evolution of media multi-tasking and emerging and evolving online media including internet use via mobiles, tablets and game consoles. Video consumption, social media and e-commerce are investigated in depth to give a rounded picture of the interactive consumer.

In 2012 the study will include a further 13 markets incorporating Austria, Bulgaria, Croatia, Czech Republic, Finland, Greece, Hungary, Ireland, Romania, Serbia, Slovakia, Slovenia and Ukraine in addition to the original 15 markets already covered by the research – Belgium, Denmark, France, Germany, Italy, Netherlands, Norway, Poland, Portugal, Russia, Spain, Sweden, Switzerland, Turkey and UK. The research aims to capture the different ways in which consumers are developing across Europe and assess their similarities and differences.

Network with colleagues, and decide which young entrepreneurs and innovators at the Interact Innovation Camp (I²C) get your vote!

Tim Elkington will present IAB UK's Building Brands Online Trilogy, three studies each focused on products from major brand owners Starbucks, Nestle and GSK - aiming to understand the contribution of online advertising to building brand awareness.

Bernd Vehlow of United Internet Media will then present some comparative research on in-page and in-stream video formats and their particular contribution to online branding. Following insights from these two fascinating projects,

Tim Elkington will moderate a session with Geoff de Burca from MediaCom, Arno Otto from RTL Netherlands and Bernd Vehlow from UIM about ad effectiveness and how best to use digital advertising for creating positive impacts on a variety of brand measures.

The Media-TIC building in Barcelona is an information and communication technology hub designed to incubate, generate, exhibit and invite new ideas and developments in ICT.

The IAB Europe Research Awards will be an opportunity for the digital marketing world to applaud the contribution made by the leading research projects.

For Procter and Gamble, successful brand campaigns have long been deeply rooted in digital media and Lothar will use real examples to show that for P&G it’s not a question of ‘if’ they work, but ‘how’. The availability of data is a critical success factor for both digital campaign planning and evaluation, and Lothar will discuss how the consumer goods giant uses ‘big data’ to deliver effective brand campaign online, and how this can be a differentiator for digital over traditional media. He’ll also discuss how the industry needs to use that data in a transparent and responsible way to deliver not only effective brand campaigns, but real brand value to consumers.

Are the rules of social media really that different? We often talk or hype-up social media as though listening, relationship marketing, influencer management, earned media, and creating engaging brand experiences are fundamentally new concepts.  And yet they are all deeply rooted in the history and tradition of great brand building. 

Using a series of case studies drawing from "Brand Building the Nestle Way," Pete Blackshaw, Global Head of Digital and Social Media at Nestle, SA, will reach back to the "boring fundamentals" to fortify the business rationale for social media investment, embrace, and even organizational realignment.

Pete is author of "Satisfied Customers Tell Three Friends, Angry Customers Tell 3000" (Doubleday) and founded one of the industry's first social media monitoring firms, which he sold to Nielsen.

Network with colleagues, and decide which young entrepreneurs and innovators at the Interact Innovation Camp (I²C) get your vote!

Guy Phillipson moderates a discussion about the contribution premium digital ad formats make to key brand measures: from driving brand awareness to changing perceptions, from accessing hard-to-reach audiences to delivering uplifts in favourability and purchase intent, which premium formats work best and when?

Guy will set the scene with a presentation of exclusive research of over 700 international campaigns that delves in depth into which formats work for which branding tasks. He’ll then moderate a discussion with researcher Millward Brown, a brand advertiser, an agency creative and a publisher to share their experiences and perspectives on premium formats in the digital brandscape.

James Kirkham, MD of Holler discusses how the digital strategy agency worked with Dunhill amongst other brands to grow their presence on Facebook and other global social platforms. James will use examples to show that as social online conversations and engagement are by their nature not tied to physical markets, marketers can use them to engage with a global market. It will also interrogate how luxury brands are fitting into the new socially driven world.

The mass availability and quick adoption of technology has created a more demanding consumer – a consumer that is highly demanding of and reliant on technology and the experiences it provides. Whether at home, at work, or on the go, consumers stay continuously connected through web-enabled devices and their favourite apps. Virtually every facet of life is now enabled or enriched by consumer technologies.  As a result, today’s consumers are more mobile, more social, more connected, more empowered, and to the delight of advertisers, more open to new and creative ways to engage with brands. Laurent Delaporte will talk to how Microsoft can use technology as a platform to be more creative when developing experiences that interconnect multi-platform solutions that connect with consumers.

Network with colleagues, and decide which young entrepreneurs and innovators at the Interact Innovation Camp (I²C) get your vote!

Client (Promote Iceland), creative (Brooklyn Brothers) and media (AOL) take to the stage to share how this pan-European campaign reshaped the media triangle to deliver an exclusive and integrated campaign that has incorporated all aspects of digital. Coming together at the concept stage, enabled the partners to produce a campaign using multiple products including premium ad formats, branded video content and sponsored blogs  – to deliver some fascinating results. This is an energetic session, packed with examples, comparisons of formats across market and results from a campaign that has been running since February.

In September last year Carlsberg launched the Bikers viral as part of their plan to create awareness of their new positioning and proposition – ‘That calls for a Carlsberg’. With more than 16 million views on YouTube to being aired on web TV shows everywhere from Germany, to the UK and Japan, many millions of people saw the video.

An energetic session predicting the future outlook on the digital brandscape towards 2015. Igor has used his trendwatching expertise to identify eight meta-trends that are going to change the digital landscape we’re all familiar with.  Relevant for everyone from brands, publishers, creative and broadcasters, this is an inspiring closing presentation that no one will want to miss.

Chill out and enjoy a few drinks and canapés on the stunning Hotel Arts terrace before catching up your flight or going out for dinner with your colleagues.

In this additional lunchtime side-panel we discuss what are the options to achieve compliance, and what is the role of role of approved providers and auditing? We have 30 places for this specialist session - so please register your interest soon!