Just one month in and 2010 already looks set to be an exciting year for the digital community. If ever we needed evidence that digital is now a defining feature of modern society, last week's iPad launch was proof. It seems that everyone has an opinion on the iPad – even Hitler if this spoof is anything to go by. Rest assured that we at the IAB will be watching closely to see just how the iPad affects our industry.
In the meantime, we've been busy putting together an exciting programme for members for 2010 and have already unveiled some launches of our own. Key amongst these is the IAB's new range of training courses for online marketers of all levels. The next course in the series is our two day Digital Brand Building course. As IAB chairman Richard Eyre said at Engage, "2010 is the year of the brand". As a result this course will provide crucial skills for the year ahead. Book now to avoid disappointment.
As ever we have a packed programme of events planned for the year. A new development for this year is our speaker proposal form designed to ensure that we continue to put on the kind of events that you most want to attend. Our next event will see us tackling social media, discussing how brands can take advantage of consumer engagement in social media and make mainstream digital campaigns work together with social media environments. Tickets are going fast so book now!
There's plenty more planned for the year ahead. Below you'll find an update from each department explaining what to expect. As always, if you have any questions about any of our initiatives, if you'd like to get involved, or if you have any suggestions of your own, please don't hesitate to get in touch.
The IAB has extended its educational remit with the launch of a range of comprehensive training courses for online marketers of all levels. The courses have been created in conjunction with UTalkMarketing and will provide marketers with in depth knowledge and the right tools to get ahead in the online industry. We are offering our entire membership base a 15% membership discount on all courses. Click here to book.
Upcoming courses:
• Digital brand building (2 days) - 23rd February & 2nd March • Project management and production (2 days) - 19th and 26th February • Research and strategy – (1 day) - 12th March
The IAB Display Council is readying its 2010 update to the IAB's Display Standards, guidelines to help make buying reach easier and to improve operations. Do you have any research that shows the brand effectiveness of different formats or thoughts? Please get in touch with jack@iabuk.net.
New research from the Internet Advertising Bureau's Social Media Council reveals that 88% of UK brands rate social media as important to their business.
The IAB Search Council recently launched a document to help FMCG marketers use search marketing better, after research by the IAB found most weren't using search for brand building effectively. The document was featured in NMA and has already received great feedback from the market place.
The AMC has voted for Kevin Edwards, Strategy Director at Affiliate Window to take the role of council chair for 2010. The council, much like the affiliate industry, is going from strength to strength and has a full agenda to cover off including education, self regulation and promoting the excellent work already underway. If you'd like to find out more about the council and receive updates please email dan@iabuk.net.
In December Tim Elkington, former managing director of the National Online Recruitment Audience Survey, took up the role of head of research tasked with placing IAB research at the heart of the industry.
Online and mobile effectiveness research
Our second mobile ad effectiveness project will be out before the end of February. Conducted with Brand Driver, this research highlights the benefits of running mobile and online campaigns together.
Top 10 agencies and clients
We're currently running a qualitative project that will help media owners understand the current agency perspective regarding online media in more detail. Topics covered include the impact of the recession and the integration of mobile and social media into overall planning strategies. The results are due at the beginning of March.
The online journey
We're also nearly ready to deliver the first part of our research focusing onthe online journeys that users take before making online purchases.This first piece of research focuses on three brands within the travelsector and highlights users' exposure to different online marketingchannels and the impact this has on their likelihood to make purchasesonline.
As mobile becomes a much bigger focus this year, we'll be launching a dedicated mobile newsletter so you can keep up with industry developments and all the latest mobile news from the IAB. Sign up here.
Our next mobile event will provide an overview of mobile advertising from how to plan campaigns with a look at the new MMM survey from Comscore, to how to track success, along with an insight to mobile ad serving. Find out more here.
Last year we revealed the size of the mobile ad spend market to be £28.6m. We're now in the process of collecting results for 2009. If you've had any mobile advertising revenues in 2009 make sure you let us know and email jon@iabuk.net
The Regulatory Affairs Council has met with government officials leading the UK implementation of the revised EU ePrivacy Directive which has an impact upon the treatment of cookies (in some cases first party cookies as well as third party cookies). This is the first part of the IAB's engagement with the implementation team on this issue. The UK must implement the new Directive by the end of May 2010.
The IAB is working with the UK data protection regulator, the ICO, on its code of practice covering personal information online. The code – which covers the marketing of goods and services online, including behavioural advertising – is currently out for public consultation and is expected to be finalised in May. A copy of the draft code can be found here.
The IAB has responded to the OFT's market study on targeted advertising and pricing. A copy of the response can be found at the Regulatory Affairs Policy Centre. Many of the IAB's members have met with the OFT separately and we can expect an outcome to the market study in the spring.
New Media Age (NMA) has conducted an in-depth interview with Conservative Party Culture & Media spokesperson, Jeremy Hunt. Hunt outlines his views on digital media and overall support for self-regulation. The NMA cover story can be read here and the full interview here. The IAB has welcomed Hunt's views stating that any incoming government needs to acknowledge and support the significant investment digital businesses are making in the self-regulation.
The IAB has unveiled its Digital Books service powered by WeClick Media, offering members access to digital, page-turning versions of all of its educational material.
We're starting our series of mobile handbooks for marketers on topics such as consumer behaviour, mobile advertising and the mobile customer journey – get in touch with amy@iabuk.net if you'd like to contribute.
Got any case studies or insights on how to build brands online? Then we need to you! Submit your tips, research insights or practical examples of success, across any discipline to chloe@iabuk.net.
Remember to keep entering your campaigns into the IAB and Microsoft Advertising Creative Showcase Awards. Visit the Creative Showcase website for more details.
The new year brings with it lots of shiny new events from us at the IAB. From workshops to seminars, forums to Engage, there's something for everyone. For a list of all the events finalised so far visit www.iabuk.net/events but be sure to book places early as places for events go fast.
We've also introduced a speaker proposal form for 2010. Just fill out our online form to submit your proposal for speaking opportunities at the IAB events. If the IAB finds a fit between your proposal and the content of our upcoming events we will contact you about potential opportunities to speak.
This event will discuss how brands can take advantage of consumer engagement in social media and make mainstream digital campaigns work together with social media environments - sometimes blurring the lines between real life and virtual worlds.
This IAB forum aims to provide insights into current consumer behavior and show you how internet advertising can not only drive sales for all types of brands, but also establish relationships with your customers. Looking at case studies from a range of UK marketers, we'll provide you with new and innovative tools to do this, ranging from social media to display advertising and search to affiliate marketing.
9 March - 4.00pm - 5.30pm Case studies and advice from the IAB's Affiliate Marketing Council experts will be used to create practical tasks for delegates to complete. The session is aimed at marketers who are currently running an affiliate programme and who wish to gain greater insight into current trends and practices.
The modern, bright and flexible event space at the IAB is now available for hire. Ideally located in Covent Garden, we can cater for a variety of events for up to 200 people and offer competitive rates (discounted rates apply for members).Click here for more information.
INDUSTRY EVENTS
CALL FOR ENTRIES - The MOUSE Awards celebrate the best digital creativity on the UK Microsoft Advertising Network between 1st March 2009 and 31st Jan 2010. The winner will win entry to the Cyber Lions and a trip to Cannes International Advertising Festival next June. Entry is free but be quick as the deadline is Thursday. Click here for full details and an entry form.
London Social Media Week is a global 'conference' aiming to advance the use and understanding of social media in the corporate, public and non-profit sectors. London will be hosting a mix of over 20 (mainly free) panels, seminars, workshops and networking events.
London With an all encompassing agenda and exciting speaker line-up, Mobile Financial Services will give you all the information you need to equip yourself and your company to succeed and profit in the world of mobile finance. Exclusive Pre-conference Workshop – 8th March 2010; M-Commerce as a revenue-enhancing retails strategy.
London From social to mobile to local search, discover which emerging technologies and channels will advance your business to the next level. Designed for both beginners and veterans to search, SES London offers the educational environment, hands on experience, and individual feedback on improving brand exposure as well as website usability.
Olympia, Earls Court, London Social Media World Forum is now firmly established as Europe's leading social media event. With five supporting conference streams, over 300 speakers, free to attend workshops and exhibitions. Covering the latest in brand engagement within social media, monitoring campaigns, branding, B2B, social networks, PR, virtual currencies, gaming, and many more.
London A blueprint for creative and commercial success in the digital world. Bringing you another one-day fix of all things digital media and providing you with access to speakers, content and networking you simply can't get anywhere else.
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