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Presentations from Interact Barcelona 2012

    

We will be uploading the presentations that have been made available to us from the speakers from Interact 2012 in this area. Please return again soon to see the presentations that are available.  01.06.2012Adex 2011 Online advertising in Europe (6th edition): Key FindingsDaniel KnappDaniel Knapp of our research partner IHS Screen Digest presented the key findings of the annual AdEx Benchmark study.

The presentation includes topline figures, format and regional trends and an introduction of Video and Mobile Advertising figures. Download PDF 01.06.2012Mediascope - The latest trends in European media consumptionAlison-Fennah.gifEstablished 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 includes 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. Download PDF 01.06.2012Regulation Matters Stream - 'Big Data' presentation by Yvo VolmanYvo VolmanThere 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 'Big Data' session addressed 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?
Yvo Volman has been working for the European Commission since 1998, where he has dealt with legislative and strategic issues as well as funding programmes related to the information market. Download PDF 01.06.2012Digital Lanscape Stream - Ad Effectiveness - The Brand TrilogyTim ElkingtonTim Elkington presented 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.
Tim Elkington is the Director of Research and Strategy at the IAB UK.


Bernd VehlowBernd Vehlow of United Internet Media then presented some comparative research on in-page and in-stream video formats and their particular contribution to online branding. Bernd is responsible for the Market Research Team within UIM’s Research & Media Consulting unit. In this current position he is leading the research team responsible for ad effectiveness studies and is working on research projects focussing on video advertising, measurement of KPIs for online advertising, crossmedia and ad effectiveness. Download PDF 01.06.2012Case Study - Promote Iceland

Inga-Hlin-Palsdottir.gifChallenging the advertising triangle: How AOL’s Inspired by Iceland digital-only campaign has delivered powerful results.
Client (Inga Hlín Pálsdóttir, Promote Iceland - pictured), creative (Laura Wood, The Brooklyn Brothers) and media (Mads Holmen, AOL) took 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 was an energetic session, packed with examples, comparisons of formats across market and results from a campaign that has been running since February.

Download PDF 01.06.2012Case Study - Carlsberg Creating a Social Currency

Bart CreemersIn 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.


Kris HoetCarlsberg's share of choice in online video for the alcohol category worldwide rose to 38% in the quarter after its release. That's a phenomenal result in a fiercely competitive marketplace which boasts some of the world’s most well-known brands.
Part of the strategy for the Bikers viral was to gauge the online reaction before deciding whether to embark on a cinema campaign, which we did. However, the biggest impact was what we call “social currency”. When the Bikers video views peaked, so did views on the previous Carlsberg videos giving us clear proof that if you can create conversation value, it becomes a currency that you can build on.
Presented by Bart Creemers (pictured above), Senior Brand Manager for Benelux, Carlsberg and Kris Hoet, Head of Digital at Duval Guillaume Modem (pictured).

Download PDF 01.06.2012Panel Session - Making the most of Premium Formats

Guy PhillipsonGuy Phillipson (pictured) moderated 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?



Mark HusakGuy 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 then moderated a discussion with researcher Mark Husak from Millward Brown (pictured), a brand advertiser, an agency creative (Chris Clarke from LBi) and a publisher (Nick Hewat from Telegraph Media Group) to share their experiences and perspectives on premium formats in the digital brandscape.

Download PDF 01.06.2012Mobile Love Affair: How mobile is shaping the future of grocery shopping?

Tim JonesWhat are the opportunities for mobile have in the grocery retail sector? Omnicom Media Group and Microsoft Advertising conducted research in Brazil, Japan, Korea, USA and UK to understand how shoppers were utilising mobile within their research and purchases, and how this compares to how mobile is being used as a communications and e-commerce channel.

 
Jo-RigbyJo Rigby, Global Insight Director at the Omnicom Media Group and Tim Jones of Microsoft Advertising, will outline how the innovative ideas generated from Omnicom’s research into m-commerce and consumer behaviour is helping its clients, including PepsiCo, SC Johnson, Hershey, Unilever and GSK, to increase revenues and build customer loyalty.

Download PDF 01.06.2012Closing keynote: Igor Beuker, La ComunidadIgor BeukerAn 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. Download PDF 06.06.2012Case Study - The Garden of Persil Freshnessolga.gifDigital media has become an integral part of the media mix with some brands using it for some time. However, other companies such as Persil in Russia have adopted digital media more recently and not without questions: Is internet advertising just a modern trend or is it really effective? Is the internet an appropriate media to advertise a low involvement category, like laundry detergent? What effect on brand KPIs might be expected?

This session looked at the resulting campaign proposed by OMD Russia who not only proposed a media campaign involving internet display advertising and content such as games, but to measure the effectiveness of Persil’s advertising to inform its on-going media campaign. Persil’s campaign was such a success that the learnings were used to develop strategies and new campaigns across the Henkel Group and its other brands. Download PDF