Programme

Be the first to hear the latest findings from IAB Europe’s annual Advertising Expenditure (AdEx) report – now regarded as the definitive view of the state on European online ad industry – and discover the latest ad spending forecast for 2011 and beyond.

Now in its fifth year, IAB Europe’s AdEx research is the definitive study into the state of the online advertising industry in Europe. Be the first to discover the overall growth rates of online advertising Europe, and to find out which markets are growing the fastest, and which are maturing. How is Europe performing compared to the US? Which are the markets to watch in 2011? A presentation of the results from the IAB Europe research team and Screen Digest will be followed by a Q&A from the audience. 

IAB Europe’s Mobile Advertising Committee will share the findings of this report covering 19 European countries examining the state of the European market.

Beth will share research exclusive to Microsoft that highlights the relationship between paid, earned and owned media and the impact it has on shopper decisions. Carried out with Carat/Isobar,Caroline Vogt will share the stage with Beth.

Mark Riseley, Google

Digital marketers want to benefit from new platforms that can extend the reach and impact of their advertising campaigns. Mobile devices, gaming platforms, e-readers, social networks, music downloading applications and many more all provide opportunities for  digital media marketers . But there are many challengers to overcome to ensure that use of the platform helps impact a campaign positively instead of negatively.  Without infinite resource and budget, digital marketers will want to choose which platforms to invest in. Will their platform/application of choice be a fad instead of trend?  Which platforms will provide the most impact for the advertising campaign and brand? How does advertising on a specific platform impact other campaigns or the brand’s perception?  Using branded examples and a growing body of knowledge/research into measuring the impact and effectiveness of campaigns on multiple digital platforms around the world, Mark Husak, Digital Development Director for Europe at Millward Brown, will demonstrate  the impact, effectiveness and challenges of advertising on new digital platforms. He will provide practical advice on what critical questions marketers should ask before they engage with new platforms and address the issue of what happens when new platforms become old news.

With a background in advertising, who better than James to take us through the maze that is digital data. How do we make sense of the data for online and traditional media in our jobs? This is a hands-on session – feel free to fire questions at the presenters!

James is joined by session speakers Beth, Bruce, Caroline, Sarah and Mieke.

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

Delegates will have some great networking opportunities during an inspiring party full of surprises and entertainment.

IAB Europe Public Affairs team will address the regulatory challenges facing the industry and how IAB Europe and its members are responding. Be prepared to join the highly controversial privacy debate!

Advertising is changing.  It's no longer about creating an ad, it's about creating an idea.  It's about creating a story.  It's about creating an experience. It's about creating something memorable that people want to talk about and pass on.  Euro RSCG London have just won TED's prestigious award for the top global 'Ads worth spreading' in 2011 for Dulux.   Euro RSCG London created a social movement called  'Let's colour' that saw communities around the world using colour to regenerate public and private spaces.  Russ Lidstone, CEO, Euro RSCG London talks about pushing advertising forward and helping brands both small and large to create viral ideas 'worth sharing'.

Using branded entertainment to engage consumers is becoming almost de rigueur for leading brands. In a real ‘how to’ guide to branded entertainment, Tonic discuss innovative comms including Tonic's own pan-European campaign for Lynx.

An exploration of how Paid, Owned, Earned content work together and the organisational challenges this exciting new opportunity presents to advertisers.

Pan-European social media project from award winning agency Skive

Surrounded by world class advertisers, Christophe will examine what has changed for brands with the digital revolution, from their internal organisation to their relations with agencies through the way they plan their media campaigns. Christophe will find out what all the agencies dream to know but never dare to ask!

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

Delegates will have some great networking opportunities during an inspiring party full of surprises and entertainment.

Digital expert at the world’s largest marketing services company, Mark will open the conference by giving us his view of everything from how cross-media campaign planning will evolve, to how the industry will need to adapt to the big challenges facing it today. 

Every brand has a story to tell, and in today’s digital and multiscreen world, marketers have never had a richer, broader way to tell it.   

Consumers are changing:  the purchase funnel is now a journey, with digital connections at every stage. And campaigns are changing, too:  they are richer in discovery and audience participation, layered with experiences across multiple channels, and more relevant due to advances in data and technology.  Join Marc Bresseel, VP of Global Marketing, Microsoft Advertising, as he discusses the trends that are redefining the customer journey and how marketers can embrace creativity, context and connected experiences to move their marketing forward.

Floris will talk about the importance of developing campaigns that are "social by design". Heineken's newly launched StarPlayer campaign is a perfect example of this new way of thinking. StarPlayer is a dual screening application on Facebook and smartphones based around UEFA Champions League games. The presentation will include a demonstration of the app.

Guy’s panels are legendary at Interact. Campaigns across TV and online video have proved to be a winning combination for advertisers. Why is it so effective, where is it going and what is the experience of our senior panellists from agency and online publisher?

Consumer behavior combined with the availability of new technologies has forced a change in the business model of the media industry.  Telecommunication and technology companies are invading the media space.  Even consumer goods companies are producing media products.  Does traditional media have a chance?  Is it too late?  What are the risks?  The rewards?  The Chief Digital Officer of PRISA, a leading Spanish and Portuguese media company will describe the challenges and methodologies he's used in the first year of the global transformation that PRISA has undertaken.

Ken will use examples from famous brands including Beck’s, Jupiler, Budweiser and Stella Artois in the UK, Germany and Belgium to show how bringing online and traditional media together with the ‘glue’ of Facebook can deliver more impactful campaigns.

This real life example will show how understanding the profile of brand fans on Facebook and in social media world has helped Diageo better engage with all customers. This research had a fundamental impact on the way the media agency was briefed, as well as on ad campaigns.  

The economics of the digital publishing industry and the digital agency are stressed, yet the levers of value creation through digital marketing have never offered greater opportunity to drive business return. Anthony will explore how publishers, agencies and advertisers can collaborate to exploit technology and data without losing an understanding of the human consumer we are seeking to engage.  

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 peers.