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Children Online (NMK)

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Advertisement

Better, Faster, Smarter: Online Advertising Returns

Bookmark this article with: Delicious Digg StumbleUpon

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. Presented in association with the IAB.

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

• Danny Meadows-Klue, Chief Executive, Interactive Advertising Bureau
• Scott Rodgers, Interactive Creative Director, Euro RSCG Wnek Gosper
• Paul Randle, Briffa (Chair)

Banner adverts. They've been around for years, they're virtually obsolete, provide no scope for creativity and never really worked very well anyway. They're hardly worth bothering with, right?

Well, no. These forms of online advertising have always been, and continue to be, an important source of revenue for hundreds of interactive agencies.

And get this: 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?

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?
• Who has done the best campaign? Case studies of recent successes.
• Payment - what should a digital media agency expect to get paid for designing a campaign? What should clients expect to be charged?
• Business models - flat fees, performance-related, retainers. What works best for agencies?
• 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?
• Frequency
• 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?

Networking

After the presentations and discussions, there will be a facilitated networking session, where NMK staff will be on hand to make sure you are introduced to the people you would like to speak to.

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, Interactive Creative Director, Euro RSCG Wnek Gosper
Boston-born Scott Rodgers landed a job in Australian agency Koan following of a fortuitous meeting in Bali, while he was travelling, post college. After just two years there he was appointed manager, but 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 Interactive Creative Director. 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 Interactive Creative Director at Euro RSCG Wnek Gosper, 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.

Presented in association with the IAB (www.iabuk.net)

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.