IAB EUROPE
Working at the heart of the Internet Marketing community, David White, Chair of the IAB Europe Search taskforce meets with the major players in search from all over Europe and actively works with them in order to co-ordinate the industry in creating events and setting standards through the taskforce.
IAB Europe Leadership Council
Danny Meadows-Klue introduces the IAB Leadership Council event held in London at the Over-Seas League January 25th 2007.
Danny Meadows-Klue continues to introduce the IAB and he explains how the IAB works for you and the markets that it influences. You can hear of the growth achieved and Danny's expectations, forecasts and predictions.
Anthony House is Corporate Communications specialist from Google. Anthony explains his attendance and interest in the IAB Europe Leadership Council event held at the Over-Seas League, London, January 26th 2007.
My name is Anthony House and I am a corporate communication specialist for Google UK.
Among other things I focus on quick quality issues and ad products and this is actually my first visit to the IAB Leadership Council for Europe.
I suppose that my goals here are to get better understanding to what IAB is talking about and to help ensure that on a world wide basis Google is hearing the voice of the IABs around the world and to build on the corporation that the US IAB has had with Google in the United States.
Antonio Traugott Hernandez, Director General of IAB Spain talks about his expectations and highpoints of the IAB Leadership Council held at the Over-Seas League, London, January 26th 2007.
00:08 to 00:17 Hi, my name is Antonio Traugott, I am the General Manager of IAB Spain and I'm full time manager of this association.
00:17 to 00:27 My expectation of IAB Europe is to give our IAB and the rest of the European IABs support, but real support.
00:27 to 00:42 I prefer quality before quantity so I think that they should give us enough tools and information to provide for our members, for example and show them how the European market is growing.
00:42 to 00:56 The main issue that I face, Spanish IABs are facing for this year is our festival interactive industry has grown enough to have its own festival or event.
00:56 to 01:00 And we will try to make it real in October.
01:00 to 01:19 The most interesting part of today was sharing different point of views of the national IAB's and of course sharing the figures and comparing figures and see how are their markets growing, are developing.
01:19 to 01:44 My take away from this leadership, the best thing is the networking and the opportunity we have to meet other people and how they managed their own IAB: what are their problems and that makes you think and have a deep reflection on how is your sector compared to the others.
01:44 to 01:53 I think in Europe is developing in different levels, depending on the country.
01:53 to 02:06 For example, in UK the piece of the cake reaches more than ten percent of the investment.
02:06 to 02:18 Spain almost gets three percent so I don't think Europe is a good mirror for all IABs because each country has its own conditions.
02:18 to 02:32 Case of search in Europe. I think its one of the most ending that makes that piece of cake growing that much.
02:32 to 03:06 I can talk about Spain, they mean forty percent of the online investment and I think in UK this must be more than fifty percent so that's why Spain is happy because we still have a road to walk and predictions for Internet market in Europe- I think its going to be the same as this year, the online sector is going to grow and with a big difference between the other media.
03:06 to 03:35 And I think is going to be a conversion, a union, it's going to be a trend that all the media are going to get together and they are going to get more online and this is what we are going to see in -for example- the TV, they are 'suffering' that the Internet media has more users.
03:35 to 03:46 How do I feel the online is integrating? I think is not a wish or a future view. I think it is present, it is real.
03:46 to 03:56 I think that the integration- there are three or four years ago that the problem of integration I hear it in Spain at least.
03:56 to 04:25 Our case is just real and the Internet is one media more, than mixed in the other media and as a good example, in Spain I think in three years the investment in Internet will be bigger than for example in historical media like radio and I think in UK is bigger right now.
04:25 to 04:30 So the integration is real and we will live it with passion.
Caroline Vogt, Head of International research - EMEA and Americas - Microsoft expresses her feedback, views, forecasts and expectations following her first presentation to the IAB EUROPE Leadership Council held at the Over-Seas League, London, January 26th 2007.
00:08 to 00:13 I'm Caroline Vogt, I work for Microsoft, I look after research for EMEA and Americas.
00:13 to 00:19 Today I came at Europe IAB for the first time and I presented on our social networking research.
00:19 to 00:44 My expectations of IAB Europe - well, as it was my first time for me today- I was actually quite amazed that are so many people here so I now have quite high expectations that I will be able to receive a lot of interesting information and perspective from media owner, advertisers and research side.
00:44 to 00:50 The main issue that I face-I suppose it relates really to what I have presented on today: is understanding social media.
00:50 to 00:59 The most interesting part for me today was actually finding out so many people were here and the members of IAB Europe particularly the agency world.
00:59 to 01:11 The main take away of the Leadership Council of meeting the IAB world is the presence of the agency World and getting their perspectives- would be valuable for me-being on the media owner side.
00:11 to 01:13 How is the Internet developing across the Europe?
01:13 to 01:24 Well, it's diverse. There's the Nordic region which is very advanced, there are Western- Northern Europe which has high broad band penetration.
01:24 to 01:37 We've seen that we can't treat it as one homogeneous region but certainly there are lots of interesting developments for different areas that we can take and learn and cross fertilize through the different regions.
01:37 to 01:49 My predictions to the Internet market in Europe for 2007 is that its just going to grow, its more people is going to join the industry , it's going to get more challenging but more exciting for us all.
01:49 to 02:12 In terms of the integration of the online with the offline I think it's still quite a way to go, particularly in terms of agency structure, also in terms of educating both across on and offline but it's beginning to happen, I know in some European countries it is much more advanced and hopefully we can learn from them.
David White is CEO of Weboptimiser Group Ltd. David talks about his expectations and highpoints of the IAB Europe Leadership Council held at the Over-Seas League, London, January 26th 2007.
00:08 to 00:20 Hi, I'm David White, I'm Manager Director Of Weboptimiser Group Ltd., I am also Chair for the UK Search Task Force and also for the IAB Europe Search Task Force.
00:20 to 00:37 My expectations for the IAB Europe is that it should set standards and help marshal and organize the industry so that the industry becomes a better place not only for its customers but for all the service providers and media owners alike.
00:37 to 00:56 It's been a great pleasure to be able to increase the number of members that are on the Search Task Force and to discuss these issues in an open environment and get a some really good feedback from IAB Europe members.
00:56 to 01:06 The most interesting part of today has been to meet people that I met at the last Leadership Council and to touch base and just see what progress has been achieved.
01:06 to 01:24 My take away from this Leadership Council meeting will probably be a fairly long agenda, of activities that I now need to undertake and I look forward to furthering the conversations that have been started and turning some of the dreams that we've had into reality.
01:24 to 01:55 My predictions for 2007 is that IAB Europe is going to go a long way in setting click measurement guidelines, the membership of the Search Task Force should increase, the interest from members across Europe For Search will increase, I think we will see some consolidation and we will see the trade through the IAB Europe increasingly work more closely together, achieving better results for themselves, for clients and for users.
01:55 to 02:04 What we are starting to see is more and more of the industry coming together within this trade body and making things happen.
Erica DeLorenzo, Senior Manager, Industry Initiatives & Legal Affairs IAB US expresses her feedback, views, forecasts and expectations following her first participation in the IAB Europe Leadership Council held at the Over-Seas League, London, January 26th 2007.
00:07 to 00:16 My name is Erica DeLorenzo, I am the Senior Manager at Industry Initiatives & Legal Affairs at the IAB in the United States.
00:17 to 00:45 My main responsibilities right now includes managing the projects, the various projects that we do regarding standards and guidelines developing in the United States and also as that relates to any global standards My other functions include the Legal Affairs of the IAB in the United States on a day to day basis and most recently managing our relationships with the national IABs all over the world.
00:45 to 00:51 My expectations of IAB Europe are very high.
00:51 to 01:17 I have spent now two and a half days with the IAB Europe team and the representatives from the national IABs and I am very happy to say that I am completely inspired by the level of commitment and passion that all of the individuals have for the industry and more importantly for the work that each of the IABs are doing in their various markets.
01:17 to 01:35 The main issue that I see the national IABs facing is developing a strong mission for each of their organizations as well as a strong mission for the pan-european efforts of IAB Europe.
01:35 to 02:05 My take away of this Leadership Council meeting of the IAB Europe will be that there is an incredible level of commitment to the industry and there is also a lot of work to do but there is a lot of great thinking and creativity and work that we can share amongst us so that we can get this work done faster and grow this industry in a number of ways.
02:05 to 02:48 My feeling about the Internet developing across the Europe is what I hear mostly from my US members who call me on a daily basis and ask me what is happening in Europe, they want to know about the market, they are very much interested in what each of the IABs are doing individually and how they can help them expand their efforts in those individual markets and grow their businesses and also remain connected to a larger industry that is not just local but part of a larger effort.
02:48 to 02:54 My predictions for the Internet market in Europe in 2007 are all good.
02:54 to 03:03 I think there is going to be a tremendous development and a tremendous growth and hopefully a more efficient market place.
Erin Lynch describes the essentials of European Law and how it applies to advertisers. She provides insights to its foundation, current affairs and her expectations. She calls for a greater involvement from IAB members across Europe.
00:08 to 00:14 I'm Erin , I'm working for IAB EU in Bruxelles, on government affairs issues.
00:14 to 00:20 IAB EU is seeking to present a uniform face to facilitate advertising in Europe.
00:20 to 00:34 One of the things we do in Bruxelles is meet with key opinion makers and legislators to give the IAB opinion on legislation that is moving through EU institutions.
00:34 to 00:47 My expectations of IAB Europe are to involve more members both national IABs and the corporate members, on issues that unite us in advertising.
00:47 to 01:00 The main issue I face is communicating the new interactive advertising techniques that are being used, to legislators who would like to legislate against the unknown.
01:00 to 01:17 So, one of the things that we do is to demonstrate how the technologies work, taking the fear out of the unknown and try to answer the privacy concerns in advertising in a way that allows advertising to still exist.
01:17 to 01:26 My expectation of IAB Europe is that it will continue to grow, become the single voice in industry for online and other interactive forms of advertising.
01:26 to 01:40 The most interesting part of today is meeting both national IABs and the other IAB members together so we can put faces to names and plan for next year so that the activities will be very exciting.
01:40 to 02:05 The most interesting part of today is definitely putting faces to names, you meet a lot of people on conference calls and being able to actually have the opportunity to meet people and hear what their issues are and what their concerns are, what they are excited about, that's the sort of thing that today is about because that takes you through the rest of the year and the other meetings that you have so we can actually fulfill our goals for 2007.
02:05 to 02:17 From an advertising stand point, creative people which are generally people working in advertising aren't paying so much attention to what's happening in the legislative side.
02:17 to 02:24 That's why membership with IAB EU is so important because we do that for people and we get them involved when they need to be.
02:24 to 02:38 The biggest difference is being involved before a law has passed, when it's the least interesting so that's one of the things that we do: is getting the opinions and feeding it back so that the best outcomes are achieved.
02:38 to 02:55 The main issues that we are facing right now in advertising are threats to the ability to advertise certain types of content that can reach minors, advertising unhealthy food choices, alcohols coming next.
02:55 to 03:23 As far as advertising online goes, there aren't many restrictions at this point but with the new forms of advertising, viral buzz, any sort of advertising that can be confused with data protection and privacy issues will fall under the radar of the European Union and we need to be sure that we are explaining in a way that it makes sense and we need when we need to establish best practices that we do so through self regulation we need to promote self and co regulation as much as possible.
03:23 to 03:27 It's the best way for the industry to thrive rather than to suffer.
03:27 to 03:37 There have been issues in the past year, involvement in the government affairs has really un-down the people that were key task force members have left the businesses that were members of the IAB.
03:37 to 03:43 So one of the things I want to do is get people more involved, because the time is now.
03:43 to 04:07 There is so much happening and if we're not connected to it, to the issues, it will pass us by, and one of the things that we were speaking about today is mobile commerce, m-commerce, it's already been discussed at OACD level, it's being discussed now at the European level, and we don't even have the industry established and we are already regulating it and we're trying to so we have to pay attention to these things.
04:08 to 04:19 The other thing is new legislation on spam and malware, because what one person's malware is an advertising agency's adware and there's a very fine line there.
04:19 to 04:21 Those differences need to be communicated.
04:21 to 04:24 Product placement is another big issue.
04:24 to 04:35 We have European companies using American produced content to place their products there because it will then come back to Europe.
04:35 to 04:39 That's the sort of thing that we're talking about, how do you harness these sorts of things for Europe as well.
04:39 to 04:45 That Money is going to go somewhere, the question is where, and will Europe be ready to have that.
04:45 to 04:51 I came originally to Brussels in 2002. I was studying International Law and my specialization was in data protection law.
04:51 to 05:04 So that is an issues which is the bread and butter of a lot of advertising agencies, and companies and trade associations, because it makes or breaks what they are advertising.
05:04 to 05:08 The issue is coming up again, and again, and again. It's not going to go away.
05:08 to 05:24 So how you can translate law, which is, again, it's actually a human right in EU, in the European Court of Human Rights Convention they have an article which says the right to privacy which is data protection is a fundamental right.
05:24 to 05:32 Where I'm from, the right to free speech is more of a fundamental right than the right to privacy, but that is a right that is constantly being re-balanced in Europe.
05:32 to 05:40 So you have a real struggle between 'I can say whatever I want' and /or 'You can't say anything about me', and how do you balance those things out.
05:40 to 05:53 This is also a recurring theme throughout many legislative debates in Europe and the first people that are targeted are the advertisers the most obvious ducks sitting there, waiting to be taken.
05:53 to 06:00 So you have to constantly be not just defensive, but pro-active in engaging with legislators and policy makers.
06:00 to 06:05 So they know us and they come to us when they have an issue or a problem that they need to discuss.
06:05 to 06:08 That's when you know that you're doing a good job lobbying when people come to you to ask your opinion rather than the other way around.
06:08 to 06:28 Consumer confidence in digital environment is a self written report from the European Parliament that's not being discussed and it's all about what can we do to make the on line well, safe and secure as possible. I think that's one of the big issues and marketers need that as well.
06:28 to 06:31 But how do you judge what's safe and secure?
06:35 to 06:55 The legitimate marketers don't like spam either, it takes away from their businesses so how do you guard against people who send spam messages? And then you get issues like how do you define spam that's unwanted, commercial marketing material or something but not always.
Marc Hemple, CEO - Interactive Communication Group, explains why he is a member of IAB. Marc answers key questions and explains what the IAB must do to influence the market, you can hear his feedback, views, forecasts and expectations following his participation at the IAB Europe Leadership Council held at the Over-Seas League, London, January 26th 2007.
00:07 to 00:12 My name is Marc Hemple. I'm the founder and the CO-CEO of Interactive Communication Group is based in Switzerland.
00:12 to 00:20 We specialise in online direct marketing so we liked to position ourselves as a sort of next generation communication solutions provider.
00:20 to 00:52 We based in Switzerland, we have offices now in the UK, Germany and we just opened in US.
00:25 to 00:37 So the IAB we are member of that obviously because is very important for us to understand where the Internet is going, it's good for us, for the networking part and knowing people across Europe since we are a European company.
00:37 to 00:47 We rely on the IAB for research and basically on understanding how the Internet integrating and penetrating throughout Europe.
00:47 to 01:03 This is very important for us when we are talking when we are talking to companies such as Nestle, Master foods and other big corporation which tend to have a bit of a lack of understanding about where the Internet is going so we use the IAB as a reference when we are presenting and that's very important for our business.
01:03 to 01:17 Well, what do I take away today, unfortunately I wasn't able to participate for the whole day but as said it's basically about the networking and meeting the people and understanding where the countries are going the Internet today.
01:17 to 01:19 How is the Internet developing across the Europe?
01:19 to 01:29 Well, funny we were just talking about Eastern Europe, I think that Eastern Europe is very interesting, as the high growth penetration is still a little bit fragmented.
01:29 to 01:48 I do feel that the Scandinavian countries are very strong in this fact because the governments are involved and that helps when we are dealing with those countries because that penetration is very strong and Switzerland where we are based is very good and the company has finally beginning to say that: 'Yes, the Internet is here to stay' and that's very important.
01:48 to 02:06 It's a topic that everybody is talking about, I think we are just at the beginning of the search, it's touching only the beginning of this and it's going to evolve into a lot more interesting things which will be the video delivery and user content providing and stuff like that. Where is the Internet market for Europe 2007 ?
02:06 to 02:10 I think that basically and obviously it will continue its growth there.
02:10 to 02:19 I think the key thing here, now is that we've got to try to have this big corporations more involved and better informed about what they can do with the Internet.
02:19 to 02:26 That is absolutely the key because there is still a huge gap with understanding what they can do.
02:26 to 02:35 They know it's there but they don't really understand it and if we with the IAB we can help these companies understand that better it would be a big step forward for us.
Nate Elliott leads JupiterResearch's coverage of European Marketing and Advertising. His areas of expertise include rich media and video advertising, social marketing and media, search engine marketing, and online dating. Nate expresses his feedback, views, forecasts and expectations following his presentation to the IAB Europe Leadership Council held at the Over-Seas League, London, January 26th 2007.
00:08 to 00:23 My name is Nate Elliott, I am a senior analyst for Jupiter research based in Berlin, my specialisation is on my marketing and advertising across Europe, so I cover search engine marketing on my branding, social marketing and media and a range of other topics across 17 western European countries.
00:23 to 00:29 Jupiter Research is a partner of IAB and we work together on data and research.
00:29 to 00:38 Most recently we put together a joint executive survey to find out more about what media owners, agencies and advertisers think about the state of the European online advertising market place.
00:39 to 00:42 My expectation for IAB Europe is to promote the industry.
00:42 to 01:22 I think that if you look at the organisation and the membership the best thing it can do is get ideas out there about how well online works, about the growth of the online marketplace and about how important this channel is becoming, both to media owners and especially to advertisers and I think the IAB is uniquely placed within the industry to collect a lot of very good, very accurate information about the individual cases that are working, about the state of the industry as a whole and to promote that information very aggressively to the wider marketplace and hopefully if they do that well the advertisers and the agencies who are talking about online but not necessarily spending online will start to thick up and the state of the industry overall will continue to improve.
01:24 to 01:28 The main issue that I face as a research analyst in Europe is getting data.
01:28 to 01:40 This is a pretty hard market place to get people to tell you what they think and honestly what we need more than anything is to make sure that the IAB members and partners and clients are all responding to the survey work that we do.
01:40 to 01:53 So my encouragement to everyone watching this and everyone involved in the IAB is to make sure that you respond to all of your surveys and when everyone does that we can find out more about what's going on out there and turn around and help the industry.
01:54 to 02:11 My take-away from today is going to be a big stack of business cards, I've worked a lot in the US in the past and just in the last few months have taken over the coverage of European marketing and advertising so I'm still getting along introducing myself to everyone in all those different countries that we cover and learning more about each individual market.
02:12 to 02:15 So how is the internet developing across Europe?
02:15 to 02:17 Well, it's developing well.
02:17 to 02:25 What we see is that both online penetration in general and broad band penetration are growing very quickly.
02:25 to 02:31 I we're at a point now where about half of online users have brought that access at home.
02:31 to 02:37 That's a very important fact because what we see is that broad-band access is what really drives media time online.
02:37 to 02:45 The average European with broadband spends about three and a half times as many hours online as the average European with dial-up or narrow band.
02:45 to 02:52 What that means is as more and more European consumers get broadband in their home they are going to spend more time online.
02:52 to 02:54 That creates a lot more opportunities for publishers and for advertisers.
02:54 to 03:00 That creates a lot more opportunities for publishers and advertisers and it really further establishes online as an important channel for both the publishers and the advertisers.
03:02 to 03:07 So the development of search across Europe…well search of course is still the biggest driver for online advertising.
03:07 to 03:17 Last year for the first time search overtook display advertising as the largest individual sector of online advertising in Europe and we're seeing that growth continue over the next five years.
03:17 to 03:29 Search really is behind all the renaissance in online advertising we've seen both in Europe and the United States over the past four or five years and so as search continues to grow that's going to keep driving the industry forward.
03:29 to 03:32 What's interesting for me is how search is developing across different markets.
03:32 to 03:54 Of course the search engines and the portals focused their efforts initially in Europe on the UK, a market where of course everyone speaks English and all the American markets could do well and a relatively large market and over time they slowly spread across Europe and what we're seeing now is that these engines and portals are finally getting to markets where you've got a small population but a population that's very active with search.
03:54 to 04:08 Amongst those are the Nordic markets, and if you look at Sweden, Finland, Norway and Denmark what you see is search behaviour that's actually higher than in most other European countries, but search spending, advertising spending on search engines is lower than in other European countries.
04:08 to 04:28 Now that Google, Yahoo, Meva and Nero and a lot of other companies are focusing very heavily on that market what you're going to see is the search spending in the Nordics catch up and what's interesting for me about search is how suddenly smaller markets, where the populations aren't as large but the search activity is very strong how they start to catch up with some of the larger markets like the UK.
04:29 to 04:36 My prediction for the Internet market in Europe in 2007 is that social marketing and social media is still going to be on every ones lips.
04:36 to 04:43 Now this still isn't a very big trend, right. The vast majority of online Europeans still are not interacting online.
04:43 to 04:51 They may be filling out a survey every now and then, they're using instant messenger and e-mail but most people still don't have blogs and most people still aren't on social networks.
00:51 to 04:53 What we're going to see is two things.
004:53 to 05:01 Number one: more and more people will get blogs, will get on social networks, will start to participate in the social media and that will make the trend bigger and more important.
05:01 to 05:12 And number two: we're going to see the marketers go after that market pretty aggressively, not because it's a large part of the population, it still won't be, but because the people who are using social media are pretty influential.
05:12 to 05:25 And what you see is that they're talking more to their peers, they're influencing more they're piers purchasing decisions more and because they're creating media they have increasing influence on what the internet at large is thinking and doing and ultimately buying.
05:25 to 05:37 And so social media is still going to be a niche trend in Europe over the next year so it's going to grow in importance, in terms of the number of users that are actually participating and also in terms of how markets are using social media to use their target audiences.
05:39 to 06:00 So I'm worried that online and offline marketing still aren't integrated very well when we talk to marketers and we look to our survey data and when we do exactly at the interviews what the vast majority of marketers and agencies all agree that it's important to make shore your online and your offline campaigns are working together. The problem is most of them still aren't doing it.
06:00 to 06:10 So although they know this is important and although they say it's not necessarily very hard to coordinate and integrate online and offline campaigns they're just simply not doing it very often.
06: 10 to 06:19 The majority of agencies we speak to say they're still not coordinating creative online and offline or media buys online and offline or even campaign and flight dates online and offline.
06:19 to 06:36 Some of these are difficult, right! It's not easy to coordinate online and offline creative because you've got a lot of different medias in play, but the reality is it's not so hard to coordinate your mediate buys and to make surere you're talking to the same media and buying some of the same outlets online and offline.
06:36 to 06:59 It's certainly not that hard to make sure that you're coordinating your flight dates, to make sure that when you're launching a campaign on TV or in the press that you're also launching that campaign on your home page and in search engines and with camera ads so that when people who see your adds offline go online to look for you on your website or in the search engines they find you and not a competitor or worst yet nothing at all.
07:00 to 07:27 These are pretty basic things and something that we just still haven't seen the industry doing very much yet. So I'm worried that although people now understand the importance of coordinating online and offline it's still not happening enough and I'm hoping over the next year or two we can get the message out about how crucial it is, about how many people see a message offline and follow-up online and therefore how important it is that marketers ensure that at least those flight dates are the same and hope that the creative and the media and everything else works the same as well.
Patrick Steinfort, Director General of IAB Belgium talks about his expectations and highpoints of the IAB
Leadership Council held at the Over-Seas League, London, January 26th 2007.
Read Patrick Steinfort's transcript
Peter Mason CEO Advanced International Media describes his reasons for attending the IAB Europe Leadership Council held at the Over-Seas League, London, January 26th 2007 and his forecasts and expectations for 2007.
Roy Patel of Metrixlab provides his feelings about the IAB in Europe today and explains some of his companies findings and forecasts for the future of the online industry across Europe. Recorded at the IAB Europe Leadership Council held at the Over-Seas League, London, January 26th 2007.
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