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Online Advertising

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This evening seminar provides a refresher course in everything you need to know about online advertising, from planning and designing the creative, to media buying and measurement, and looks ahead to what the future holds in store. Presented in association with the IAB.

Online ad spend is up. Isn't it time you took a refresher course?

Online advertising is growing in absolute terms, and as a proportion of overall ad spend. The long-awaited resurgence in the advertising industry is already happening where interactive is concerned. More consumers are online, more of them have broadband, and more of them spend longer looking at websites than ever before. Advertisers and their clients have cottoned on to the fact that they can get better results and value for money by going online.

The humble banner is still going strong, but it has evolved. These days you can choose from banners, skyscrapers, pop-ups, DHTML, rich-media, overlays, floating, expandable banners, Toast, full-page takeover and various other shapes, sizes and flavours. But which works best, and when?

• Danny Meadows-Klue, Chief Executive, Interactive Advertising Bureau
• Scott Rodgers, Creative Director, Euro RSCG Interaction, London
• Mike Teasdale, Creative Partner, Harvest Digital
• Paul Randle, Briffa

This evening seminar provides a two-hour refresher course in everything you need to know about online advertising - from planning and designing the creative, to media buying and measurement - and looks ahead to what the future holds in store.

Topics include:

• Formats - what works best and when?
• Creative - how do you grab the consumer's attention?
• What makes a good campaign? Case studies of recent successes.
• Business models and payment
• Measuring effectiveness - how do you gauge the success of an online ad campaign?
• Media buying and ad placement - often the key to success, but how does the process work, how do you ensure optimum placement, and how do you keep track of your campaign?
• Is there a case for standardisation of formats, dimensions, file sizes?
• The role of online ads in wider campaigns
• The future: what do the next few years hold in store?

Speakers

Speakers include:

Danny Meadows-Klue, Chief Executive, Interactive Advertising Bureau
Danny has been a leading figure in the new media industry in the UK since 1995. He is the chief executive of the industry's commercial trade association, the Interactive Advertising Bureau, which he helped found in 1997, and he currently holds its European Presidency. Danny's roles in industry include involvement in numerous industry think tanks and government task forces to grow the market, and directorships including the Digital Content Forum. He is an accomplished writer and broadcaster commenting on internet issues and how digital media will change society. He lectures at several universities and helps young marketers get to grips with the industry as the chair of examinations and a member of the Council of the Institute of Direct Marketing. Danny trained in traditional publishing with United News and Media, where he was a manager and project consultant in their regional press, national press and magazine divisions. In 1995 he crossed into the digital world and joined The Daily Telegraph's pioneering internet service, which he helped manage for more than four years before being appointed as a director of Hollinger Telegraph New Media Ltd, the group's new media company, which he helped form. He then moved to NBC's Internet operations where he took up the post of one of the European Vice Presidents.

Scott Rodgers, Creative Director, Euro RSCG Interaction, London
Boston-born Scott Rodgers started his career as manager of a small advertising agency in Sydney working on TV, press and radio ads for Cameron Mackintosh producers of shows such as Cats, Phantom of the Opera, Les Miserables and Miss Saigon. In 1997 an interest in new media led him to Euro RSCG in Sydney, where he helped run the interactive creative department, producing work for clients including Intel Asia Pacific, Coca-Cola South Pacific, Orange and Compaq. After being made partner, he moved to RSCG MVBMS San Francisco as Creative Director, Interactive. His brief was to build and foster a unique interactive shop, making use of and integrating the combined talents of the entire agency to procuce highly effective online creative products for clients such as Yahoo!, Juniper Networks, Philips and BillboardLive. In October 2002, Scott moved to London as Creative Director, Interactive at Euro RSCG Interaction, where he currently works with a department of 40 people. With a background in both mainstream and internet-based advertising, he is ideally suited to co-ordinate the wide range of skills needed to help the agency develop fully integrated creative solutions for clients. Scott has been recognized by leading national and international festivals including: Cannes Cyberlions, The Communication Arts Annuals, D&AD, Revolution, The One Show and AD:Tech.

Paul Randle, Briffa (www.briffa.com)
Paul Randle is an associate solicitor with the law firm Briffa who specialise in all areas of intellectual property. Paul has experience of both contentious and non contentious intellectual property matters dealing with a wide range of clients both domestically and internationally. Paul has particular expertise in branding and advertising issues across all media.

Mike Teasdale, Creative Partner, Harvest Digital (www.harvestdigital.com)
Mike Teasdale is Creative Partner at Harvest Digital, a specialist online marketing agency. Harvest Digital helps clients to exploit online marketing opportunities, including email, online advertising, search engine optimisation, microsites and tracking/reporting. Current clients include Tesco Personal Finance, Monster, Norwich Union and the BBC World Service. As Creative Partner, Mike is responsible for all aspects of the creative product including copy, design and overall creative strategy. Before Harvest Digital, he worked as a consultant with Answerthink (www.answerthink.com), where he developed online marketing strategy for clients like IBM Global Services, Shell and Abbey National. He started his career as a copywriter in the direct marketing industry, winning numerous creative awards with WWAV Rapp Collins. In 1995 he co-founded one of the first new media agencies in London, Tequila Digital where he developed web projects for Motorola, Michelin, IBM, the BBC and many others. Mike makes regular contributions to Internet publications and industry groups. He has a BA and MA in English Literature from Leeds University and is a visiting lecturer at the University of Westminster.

Presented in association with:
Interactive Advertising Bureau
The IAB is a leading industry body, with a strong reputation for developing authoritative research into new media and setting standards for best practice in interactive advertising. It runs an extensive public affairs programme and handles the marketing of the internet as a commercial medium as well as a range of training activities. Find out more at www.iabuk.net.

Sponsored by:
Harvest Digital
Harvest Digital is one of the fastest-growing online media agencies in the UK, easing into the NMA Top 20 after just 18 months of operation. Clients include Tesco Personal Finance, Norwich Union, Norwich Union Direct, CMC Deal4Free, Leeds & Holbeck Building Society, uSwitch, British Heart Foundation and BBC World Service. Core services are online media planning and buying, paid search, email marketing, tracking and reporting.

Location

PSI Conference Centre

100 Park Village East, London, NW1 3SR (map: www.nmk.co.uk/info/venues)