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Ad:tech London: 10 Things To Remember

 

Posted on September 25, 2009
Emmanuel Vivier

 

This week, Vanksen traveled to the British capital to participate in the Ad:tech 2009 conference to speak about the ArcelorMittal Web TV launched two years ago by the global number one of steel worldwide, ArcelorMittal. We also used the opportunity to attend different conferences.

In this year of crisis, no stunning innovations... natural and sponsored visibility still has as much pull (as it is measurable and profitable). The marketing use of social networks and blogs is developing, and mobile marketing is still waiting for "its year", led by the iPhone’s popularity and applications (which still only comprise a small share of the marketing mix). Buzz monitoring and online brand reputation, however, have grown significantly in popularity.

Here are 10 things to remember after these 2 conference days:

1. Online advertising still has a large progression margin.

People dedicate 22% of their media consumption to the Internet, whereas only 12% of advertising budgets are dedicated to it.

2. Advertising agencies have just as much trouble evolving as their clients.

Only a "wet" baby likes change... Many agencies have problems rethinking their Web model because it necessitates investment in a a number of areas of expertise that need to be constantly renewed, and the revenues are smaller than with traditional media. Most agencies no longer want to bill by the hour, they want to bill based on the value of their ideas... in practice this is very hard to implement, though.

A few positive examples:

- A focused creative approach based on creativity like the one by Anomaly, which takes shares in its clients’ projects. One example is the cosmetics line By Lauren Luke, co-produced with the British video blogger of the same name. Her e-notoriety comes from her make-up video tutorials, which were watched over 50M times in 18 months!
- A tendency to acquire technological bricks like Vivaki. Its digital solutions hub is available to different agencies belonging to Publicis group.

3. Reputation, reputation, reputation!

After the advertising era, and that of communication and PR, brands now need to work on managing their reputation.

4. Despite the fears about Twitter and Facebook... dragging the quality of our expressiveness down, technology is in fact reproducing better and better our natural ways of functioning and communicating...after all we are but social animals...

5. Is the Web complementary or competition to TV?

According to Nielsen, 10% of people surf the Internet while sitting in front of their TV. Over 100,000 messages were published on Twitter during the Oscars... this is over 400 tweets a minute!

6. The Web is getting older.

In early 2009, over 1/4 of of Internet users on blogs and social networks were over 50 years old.

7. E-Commerce is achieving mass use.

Karin von Abrams at eMarketer indicates that the practice of e-commerce has exploded in the U.K. Almost 100% of Internet users have made purchases online.

8. The key to success using social networks is not just connecting people with a brand, but connecting consumers with other consumers (according to Alex Hunter, former head of social media at Virgin). If interactivity is one stage, the creation of a community requires a platform for consumers, prospective consumers or already existing fans where they can share their ideas.

9. People prefer information and opinions over advertisements.

The website Digg has shared the results of a study on its collaborative news site. The first tests around a "sponsored news" format (with very clear referencing to the advertising side) generates a click rate of about 5.3%, which is 20 to 75 times superior to traditional banners (a click rate of 0.10 to 0.53%...).

10. Better than Google or Bing...do you know Bingle?

Vanksen’s collaborators speak at over 70 conferences and seminars across the world every year... to see the complete list, click here.


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Source
- The original post on culture-buzz.fr
- Translated by H. Turner


 

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