THE BRAND DIGITAL PARADOX
- 11 years ago
Advertising Week Europe. Session from Run Run Shaw Stage on Tuesday 3/19/2013.
The Internet Advertising Bureau UK (IAB) is the trade body that seeks to define the future of digital advertising. An essential part of this mission is the creation of industry leading research that measures the scale and effectiveness of digital advertising both as an industry and by channel.
In several studies, the IAB has found that digital media—particularly large format display ads coupled with video elements— are powerful brand builders. However, brands are often reluctant to experiment with or maintain a presence in these channels. With more consumers than ever before engaging with video online, it’s paradoxical that brand activity has followed neither consumer behaviour nor demonstrated effectiveness. Why?
Tim Elkington, the IAB’s Director of Research & Strategy, will briefly present some of the IAB’s key research findings about brands that have effectively used digital to build brands online. A panel of industry thought leaders will explore the brand/digital paradox through audience participation and Q&A. Come with your questions and your own experiences to share.
Ronnie Brown Group Digital Manager, HISCOX
Tim Elkington Director of Research & Strategy, IAB UK
Tim Lawrence Head of Digital Media Development, MEDIACOM
Kevin Mathers Managing Director, You Tube UK, GOOGLE
The Internet Advertising Bureau UK (IAB) is the trade body that seeks to define the future of digital advertising. An essential part of this mission is the creation of industry leading research that measures the scale and effectiveness of digital advertising both as an industry and by channel.
In several studies, the IAB has found that digital media—particularly large format display ads coupled with video elements— are powerful brand builders. However, brands are often reluctant to experiment with or maintain a presence in these channels. With more consumers than ever before engaging with video online, it’s paradoxical that brand activity has followed neither consumer behaviour nor demonstrated effectiveness. Why?
Tim Elkington, the IAB’s Director of Research & Strategy, will briefly present some of the IAB’s key research findings about brands that have effectively used digital to build brands online. A panel of industry thought leaders will explore the brand/digital paradox through audience participation and Q&A. Come with your questions and your own experiences to share.
Ronnie Brown Group Digital Manager, HISCOX
Tim Elkington Director of Research & Strategy, IAB UK
Tim Lawrence Head of Digital Media Development, MEDIACOM
Kevin Mathers Managing Director, You Tube UK, GOOGLE