Interact concludes
Alain Heureux, President of IAB Europe celebrates this years success in Brussels and invites us to attend next year in Germany.
The days key speakers summarise their presentations for you to view, enjoy:
- Jaap Favier - Vice President of Forrester Social Computing.
- Marc Bresseel - Regional Sales Director, EMEA of Microsoft Digital Advertising Solutions.
- Dr Oliver Gray - Director General of EASA.
- Tara Moss - Head of Strategy, ISOBAR.
- Esther Dysan - Principle EDventure.
- Bart Becks - Senior Vice President New Media, SBS Broadcasting Europe.
- Bernhard Glock - President of the World Federation of Advertisers and President Global Media and Communication Proctor and Gamble.
Interact Congress concludes transcript
Alain Heureux, President, IAB Europe
00:00 - 00:19 And we are at the end of Interact 2007. And when the dreams become reality it's Interact 2007. It was like more than 50 months ago that we launched this challenge to IAB Europe and to the national IABs and we did it.
00:19 - 00:29 Yesterday was great: workshops, great and intense discussions, and today I think we have inspired people about the business of today and the business of tomorrow.
00:29 - 00:44 And I really look forward to the next dream that I have launched already, to get to the next stage, Interact 2008, that will be organized between IAB Europe and IAB Germany, and that will be held in one of the cities in Germany.
00:44 - 00:57 It will be Munich, it will be Hamburg, it will be Berlin. But let's go to the next challenge and the next dream, Interact 2008, and I hope to see all of you again, even more than we saw you in Brussels this year.
00:57 - 00:58 Thanks a lot!
Jaap Favier, VP, Forrester Social Computing
01:03 - 01:10 First, Computing is for Forrester the direction where the Internet and technology is taking the world.
01:10 - 01:15 Consumers are stopping to listen to companies.
01:15 - 01:21 They don't trust adds anymore, they don't trust what is being given to them through media.
01:21 - 01:28 What they do trust are other consumers. And that's who they are communicating with.
01:28 - 01:36 The result of that is that brand loyalty is going down, for brand companies, for marketers, for advertisers.
01:36 - 01:48 It still remains relevant to the communities that are forming by these active consumers. They have to engage with four different levels of active consumers in these communities.
01:48 - 02:30 On the highest level with creators who shoot YouTube videos or write blogs; on the second level with critics, who turn the creation of a single man into a wisdom of crowds; on the third level with collectors, who collect the information on behalf of the community and are very in touch with what the community needs and pass on the relevant information, while they filter out the non-relevant information; eventually to the largest proportion of that community, the couch potatoes, the passive consumers who still listen to an extent to push marketing, but are much more in tune and trusting of the information passed on by the collectors.
02:30 - 02:54 Companies that do that well are blogging, have started a dialog with consumers, or at the highest level, they offer platforms to creators to make new products, to define new services. And companies like Nike, Adidas, Lego, quite a few companies are actually making these products for them.
02:54 - 03:04 For marketers to be successful in that new world, which is rapidly growing in the next five years, they have to forget three rules:
03:04 - 03:14 Rule number one: content is thing. Content is nothing. Content is a way to get in touch with consumers. Contact is thing.
03:14 - 03:31 Second rule that is wrong is: the media is the message, the medium is the message. You are not very in touch with these consumers by simply having your CEO that blogs, or by putting your product in Second Life. That's passive.
03:31 - 04:00 The real message is the response, the response is the message. What do you get from community, from the critics, from the creators, that is what is important. Why is that important? Because ultimately they call the shots, they are in charge of your success, they pay you, they define your product, they tell their friends and their family and everybody who wants to listen to their blogs and their Youtube videos what is important.
04:00 - 04:10 And that's the new world, the world of social computing, that I'm very passionate about, my whole team, the whole company is passionate about, that's the future of the Internet.
Marc Bresseel, Regional Sales Director, Microsoft
04:13 - 04:28 I've talked about the tail of the web, more power to the people. Instead of a 2% generating content on Wikipedia, generating 90% of the content you would have 10% of the people being engaged on Wikipedia, or 30% being engaged.
04:28 - 04:40 I talked to you about the network effect and I talked to you about search. Search is probably one of the most over high propositions we have today.
04;40 - 04:54 It's text based, it's query based, it relates to web sites, it relates to videos, it relates to photos. In fact looking for information is probably not what all people want to do.
04;54 - 05:07 Sometimes it's all about a journey of sell of discovery. And when you talk about sell of discovery, that's fundamentally different, it's driven by demand, there's an element of serendipity in there.
05:07 - 05:16 What our research labs are developing right now? The long tail of the web, network effects and search.
05:16 - 05:36 So imagine that you will have a large amount of people uploading their pictures on line, that you would have technology that connects the dots, that sort of takes the pictures and hyperlinks them to one another, that would actually enable technology to create a virtual world, to create a virtual world of the real world.
05:36 - 05:51 So it's sort of in between the real world and Second Life. It's sort of a 1,5 Life, where people start navigating in that world and the more they navigate, the more value they get out of it, the more pictures they start uploading, the richer the environment gets.
05:51 - 06:02 I think if you then think about search, then you really talk about a journey of discovery and you might be able to find stuff in a completely different way than we are used to.
06:02 - 06:22 Then I talked about video, I talked about the fact that broadcast model as we know it today, obviously is very old fashioned because it doesn't talk to the interactivity, it doesn't talk to the participatory model that we stand for in digital, it doesn't talk to the immersive experience, and I gave some examples of games.
06:22 - 06:45 If you think about Steven Spielberg signing up for three major titles of Electronic Arts, Steven Spielberg creating his own company that's dedicated towards creating games. So what you see in the future is big, sort of famous producers seeing more value n creating games rather than in creating movies.
06:45 - 06:58 I showed a video, it's called “Bring back the love”. I showed a video, you can obviously download it on this site. And I also think it's a challenge not only for marketers, but also for the interactive industry.
06:58 - 07:11 It puts us in a spot where we have to take our responsibility also to make it able for brands to engage in conversations with consumers.
07:11 - 07:21 It's not about being the old media sales house that sales inventory, that sales skyscrapers, super banners, it has to go beyond that.
07:21 - 07:36 It's also working with creative agencies to allow them the reach that we have and allow them to use our network to reach out to consumers in a very engaging, innovative, creative way.
Dr. Oliver Gray, DG, EASA
07:36 - 07:55 The interactive industry needs to engage with the basic premises of what this self regulation means, what this response really means and yesterday in the Government Affairs Forum I was talking about responsibility meaning basically ensuring the trust and confidence of consumers in the advertising, marketing and communications that your industry is looking at.
07:55 - 08:19 Are the advertisers in control? Is the actual industry in control of the message? And I think that we increasingly understand that consumers are interacting and are changing content. So it's getting back to the basics: decent, honest and truthful, which are the basic principles of self regulation, which I think your industry endorses at a high level.
08:19 - 08:39 But we need to do it down to a basic level and medium level, ensure the practice is walking the talk, because otherwise coming back to the commissioner, the commissioners are warning: 'If you don't do it, then we'll come back and we'll regulate further'
Esther Dyson, Principal EDventure
08:39 - 08:46 My basic message to advertisers, agencies, people delivering messages is that what they should actually be doing is listening harder.
08:46 - 09:04 The consumer wants attention; he does not want to give attention. So the first thing we did in my session was we turned off the lights, so that we, Elisabeth Kirk and I, could actually see the audience ourselves, because you want the communication to be two way, not one way.
09:04 - 09:12 The real trick is understanding that, nine times out of ten, consumers don't really want to hear from you, they want to hear from other people.
09:12 - 09:20 So to a large extent the business of advertising is changing into something more like public relations, where you try to find the influencers.
09:20 - 09:38 In the old days they were journalists, but now they could be anybody, they could be the best bicyclists, they could be someone who is known for their taste in movies, they could be the most tasteful people in terms of clothing and you want to influence them and then help them spread your message to that broader audience you are actually trying to reach.
Tara Moss, Head of Strategy, ISOBAR
09:38 - 09:40 I spoke about integration and new ways of thinking about integration.
09:40 - 09:54 Instead of just repeating creative messages that cross different platforms I think what is going to be important in the future is integrating with the consumer journey.
09:54 - 10:03 So understanding their motivations from notice to purchase and then through to advocacy.
10:03 - 10:16 And what I really done about, was digital at the heart of your strategy, not as a channel that you would optimize through integration, as well as the importance of data and announces.
Bart Becks, SVP, SBS Broadcasting Europe
10;16 - 10:20 My speech here today was built around five themes.
10:20 - 10:32 The first one was around video and the way that video, whether it is online or mobile or in television, is the strongest media to create a story and to tell and to create an emotional bounding with the consumer.
10:32 - 10:52 Secondly, I talked about digital youth and how the younger generations are dealing with their digital identity and how is affecting their lives and how it will create a new kind of leader in the future with people that are completely born in a digital age.
10:52 - 11:08 Thirdly I talked about Asia and the incredible movement that is going on, and how it will be besides the US and Europe a force that will be a creation of innovation, also from China, and how it will be reaching us.
11:08 - 11:19 Fourthly I talked about the blending of industries and how TV, movies, gaming, the online are creating into a new kind of experience.
11:19 - 11:25 At the end I talked about the impact of mobile device that is with us from morning till evening and how it's spreading to other worlds.
11;25 - 11:32 It will be something we cannot live without anymore and which shall offer tremendous opportunity for all of us.
Bernhard Glock, President WFA
11:32 - 11:39 I'm Vice President of media and communication for Proctor & Gamble and in my spare time I'm president of the World Federation of Advertisers.
11:39 - 11:44 I think Internet marketing as an interactive marketing has a bright future.
11:44 - 11:58 What we try to do is make internet marketing an integrant part of our communication learning. It is like a pillar in the way we communicate with our consumers today and even more in the future.
11:58 - 12:18 I think this event is very important. It compiles and gets different people, divers groups together to have a fruitful dialog about what needs to be done in the future to make interactive marketing really an integrant part of overall communication.
12:18 - 12:32 I hope we can inspire more people to really believe in interactive marketing, to really see it as a very important part of our communication and put the right emphasis, to focus on it to make it a business.
See all the Interact Videos
The Interact IAB Europe Introduction - Day 1. Six minutes.
The Interact Workshops - Day 1. Seven Minutes.
Danny Meadows-Klue on fine form Interact summary - Day 2. Three Minutes.
Alain Heureux thanks everyone and introduces key speakers and the next Interact - Day 2. Thirteen minutes.
For more information about Weboptimiser's search engine marketing services, either email or call on +44 (0) 20 7953 7199.
Weboptimiser is an SEO and PPC specialist service company.
Founded in 1996 as an SEO company, Weboptimiser specialises in search engine optimisation (SEO) and pay per click (PPC) services. Weboptimiser puts more life into sites by using the latest search engine marketing, contextual advertising and web analytics, taking care of website usability and website accessibility
With a unique portfolio of ethical Internet marketing services, including consultancy, support, training, tools and expertise, we will make your e-business faster, smarter, busier and more profitable.
Weboptimiser's approach covers the complete Internet marketing lifecycle, converting browsers to buyers. A site optimised by us isn't just easier to find on search engines, but faster, smarter, busier and more profitable - as our clients are pleased to testify.
As a brand-friendly optimisation company, we comply with Google's search engine marketing standards and won't risk your e-business with spam.
