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Interact Congress - 2nd-3rd June 2010 - Barcelona

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More than 300 Senior marketers from all over the World gathered for two powerful days in Barcelona recognizing the role and value of Interact, the pan-European meeting place developed by IAB Europe. What makes Interact unique is the Audience as more than 25 different nationalities are represented from US to Russia Mexico or Turkey providing business and networking opportunities for all guests, is the focused Content on Digital Marketing mixing creativity, buying and selling debates throughout the European ecosystem and finally the great venues having visited Brussels-Berlin-Barcelona since 2007. 

Don’t miss our communication in September as we will be announcing the dates for our 5th edition as well as the chosen location for 2011.Let’s put the 2010 key-messages into an action plan developing the Brand Advertising revenues for digital platforms : advertisers are looking for the right metrics and the right pricing!  If we can solve both during next 6 months I guess more brands will shift their budgets from traditional media towards digital media!

Presentations from Interact 2010 can be dowloaded here

Understanding the audience unlocks the potenial for branding online

Tom Bowman, Vice President of Strategy & Operations for Global Advertising Sales at BBC Worldwide spoke to us about his views on online brand advertising. He'll be sharing them on the first panel on the main conference day, Thursday 3rd June in Barcelona. Entitled 'Opportunities and Challenges for Online Branding' and moderated by Guy Phillipson, CEO IAK UK, it is set to be a lively discussion.

Tom is a renowned digital advertising specialist, having worked for some of the biggest names in the industry over the last 12 years including MSN and Yahoo! He was one of the founding members of IAB UK when internet had a capital 'I' and there were 'digital' departments in every company. At BBC Worldwide he leads the team that advises internal clients and stakeholders on ad sales strategy across all platforms.

Branding online - the same basic tenets of marketing communications apply
Tom believes that it is crucial to create the right environment for online branding campaigns to be successful. Branding is a continuous task for marketers and the basic principles of marketing apply to campaigns online as well as offline. The brand manager of a sophisticated luxury brand for example will be looking to communicate that message online - and publishers need to be aware of this. Some websites still don't understand this and clutter their sites - big turn offs for advertisers and users alike.

Ask the audience
Publishers like BBC Worldwide are in the business of selling audience and, in order to do this effectively, they need to understand attitudes to different devices (mobile, PC, games console) and then craft the message to win attention. So Tom believes that successful online brand campaigns, as in every other medium, rely on understanding the audience and matching the advertiser, the brand and the message to it.

Behavioural targeting - Beautiful for Branding
Tom believes there's a strong future for behavioural and contextual targeting in this world and that is good for brands online. Combined with a deep understanding of your audience, behavioural targeting is the "super charger" to any online brand campaign. In fact, he concludes "It's beautiful for branding."

Anheuser-Busch InBev – making the digital connection

Jef Vandecruys, Global Project Leader Digital Connection, Anheuser-Busch InBev will be the first speaker on day two of the Congress. We caught up with him to get a sense of the topics he'll be addressing on June 3rd in Barcelona.

Jef's passion is encouraging everyone across the digital value chain to work together more effectively – a sentiment very close to IAB Europe's heart. Having worked in a global procurement role for the world's biggest brewer that owns brands including Budweiser, Stella and Becks, he understands how advertisers, their agencies and media owners can collaborate to produce stunning results.

Jef believes "Digital advertising is capable of delivering not double, but triple digit growth if everyone can play their role to the best of their ability." He is excited to participate in the Congress because the speakers, delegates and sponsors represent the entire digital industry, including legislators, research agencies and technology companies and each and everyone has their part to play in delivering effective branding campaigns online. "In particular as an industry, we need to agree on our Key Performance Indicators, and to find a standardised way to measure online branding" he says. So we expect that later in the day Jef will be listening to our panel debate covering this very topic 'The proof for branding online: How are we measuring it? What are we measuring?' with panellists from comScore, Microsoft Advertising, Gemius, Mindshare and EyeWonder.

As part of his session, Jef will be sharing a current and very topical campaign with the delegates. Football fans might be able to guess what that might be....

Presentations from Interact 2010 can be dowloaded here