iab global summit 2015 town hall: innovative ways to · new york, new york iab global summit 2015...
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IAB GLOBAL SUMMIT 2015
September 30 – October 1New York, New York
IAB GLOBAL SUMMIT 2015
September 30 – October 1New York, New York
Town Hall: Innovative Ways to Deliver Value to Members
Cristiane Camargo Executive Director, IAB Brazil
Miranda Dimopoulos
Executive Director, IAB Singapore
Guy Phillipson Chief Executive Officer, IAB UK
INNOVATIVE WAYS TO DELIVERY VALUE TO OUR MEMBERS
SCENARIO
SCENARIO
SCENARIO ESTIMATE OF GROWTH FOR 2015
14%
Investments in 2014 - Total
R$ 8.3 Bi
Forecast for 2015 - Total
R$ 9.5 Bi
SCENARIO
10
Based in Sao Paulo,
Internet penetration:
5 Sao Paulo
Rio de Janeiro
Brasilia
Curitiba
Belo Horizonte
years
with operational support in Rio and Brasilia
50% of the population
top cities in GDP
iab SCENARIO BRAZIL
230 25.000
technology & services
clients
publishers
agencies
people in contact per month
members
CHALLENGES
How can we delivery value for so many
companies with so many different knowledge
levels?
Trends
Base themes
INFLUENTIAL FORCES
ACTION PLAN
Board
Members
IAB’s
How do we sustain an efficient strategy with so many different influential forces?
HOW WE DELIVERY VALUE
Trends
Base themes
Content
Events
Education
START WITH THE WHY
WE WORK FOR A CAUSE
We are developing the future of the communication market
SIMON SINEK
When a company joins iab Brazil, we have
a “welcome process” to check the real
interests, and its level of knowledge
Are you ready and interested
in building and sharing?
Or you wish to learn / expand your knowledge
level?
HOW WE DELIVERY VALUE
Identify if it is a PERSONAL MOTIVATION
or if it is a COMPANY STRATEGY
HOW WE DELIVERY VALUE
PERSONAL MOTIVATION
TO TEACH
TO INCREASE
YOUR NETWORK
TO LEARN
THE REASON WHY YOU JOIN THE IAB
PERSONAL MOTIVATION
IAB LEARNING JOURNEY
TO TEACH
TO INCREASE YOUR NETWORK
TO LEARN
THE REASON WHY YOU JOIN THE IAB
To teach how to use a new t
ool To know
more clients
To learn To sell products
COMPANY STRATEGY
THE REASON WHY YOU JOIN THE IAB
SOME PRODUCTS EXAMPLES
TO SELL Sponsored TOOL WORKSHOP (free webinar)
SOME PRODUCTS EXAMPLES
TO INCREASE NETWORK
Events Fast dating and network lunch
SOME PRODUCTS EXAMPLES
TO TEACH AND LEARN
Education products including basic until advanced programs
E LEARNING: iab Digital Academy
FAST TRACK: technical education
IN COMPANY: tailor made content
EDUCATION COUNCIL: to support universitys and teachers
SOME PRODUCTS EXAMPLES
TRY TO BE A IAB AS AN INDIVIDUAL
IAB learning journey pack
2 events
2 classes
2 meetings
SOME PRODUCTS EXAMPLES
TO LEARN BY EXAMPLES
IAB International Caravan This year for the IAB UK in October
People with the right critical sense will beg for new business models, new tools and new processes
WE BELIEVE IN EDUCATION
START WITH WHY
CRIS CAMARGO [email protected] 55 11 98133-3661
September 2015 •
deliver Member value Innovative ways to
Key Inhibitors to digital growth in SEA • Traditional media default
• Confusion around digital metrics
• Talent
• Mindset shift
• Range of laws, policies and levels of collaboration
Innovative ways to deliver value • Traditional media default – recruited 2 largest Publishers in Singapore and
working with them both to raise the level of digital knowledge and talent.
• Confusion around digital metrics – IAB SG M&S Committee developing playbook defining metrics for Display, Social, Video, Content and Mobile to define and encourage common language.
• Talent – Developed IAB Training Series in 2014. To date trained over 2.5k with average feedback score 4.3/5.
• Mindset shift – Development of BAB bringing buyer and seller side closer together ensuring our programme and agenda meets brand and publisher needs to drive investment in digital.
• Range of laws, policies and levels of collaboration – IAB SG ED official advisor to SG Governemnt and partnering with MDA in Malaysia and IDA in Indonesia with more to come!
Not to mention • Be financially stable
• Activate your Board
• Listen and evolve!
• Create unique opportunities for your Members for both business and social
What can we do as IAB globally? • Understanding and sharing resources from IAB US and
Europe
• Leverage relationships for research; e.g. PwC
• Support with Global Certification; how to train trainers in new markets to support conversion
• Leverage global Membership network; talent exchange
IAB Global Summit 2015 Member Understanding & Par=cipa=on
iabuk.net
IAB UK Annual Planning =metable
• Pre -‐ September – IAB Board complete strategy survey • September Board mee=ng – IAB Board discusses priori=es – and develops ideas in break-‐out groups
• September to November – IAB internal sessions to develop plans
• Also include Membership survey results, Web stats and Team Away day ideas
• December Board mee=ng – Board signs off plans & projects
BRAND Increase investment in digital
brand adver=sing & highlight the crea=ve capabili=es of digital
DEVICES Put mobile at the centre of
everything & ensure adver=sers are equipped to connect with consumers across all devices
DATA Educate the market about the
value and responsible use of data & encourage best prac=ce for
audience planning
ADVERTISERS Maximise adver=ser knowledge and engagement in order to remove barriers to increasing
digital adver=sing spend
“Crea=ng the right environment for digital adver=sing to thrive”
IAB Major Projects 2015 -‐ 2016
10/12/15 iabuk.net
Project Notes Department Date
Crea=ve Showcase 2014 Grand Prix Branding & Crea=vity Marke=ng Q1
Top 250 Mobile audits 1 keep pressure on adver=sers Mobile Q1
RTA conference external conference Events Q1 March
Mobile & Tablet gallery relaunch mobile crea=vity Marke=ng Q2
PwC AdSpend & consumer data H2 2014 Research Q2 April
Social conference external conference Events Q2 April
Mobile Engage Educate & Inspire on Mobile Events Q2 May
OPM 2014 Full year 2014 Research Q2 May
Branded content conference external conference Events Q2 June
MOST 2014 Full year 2014 with MTM Research Q2 June
Viewability Industry benchmarks Programmes
Q2 Video, Q4 Mobile
Mobile handbook Cross screen Mobile Q3
Top 250 Mobile audits 2 keep pressure on adver=sers Mobile Q3
Video effec=veness research formats & environments & devices Research Q3
IAB Major Projects 2015 -‐ 2016
10/12/15 iabuk.net
Project Notes Department Date
IAB Coffee Table book High quality handbook Marke=ng Q3
Search conference external conference Events Q3 July
Northern conference external conference Events Q3 September
IAB App Mobile integra=on Marke=ng Q4
Primary Research part one Defini=ve aben=on study Research Q4
Crea=ve Showcase 2015 Branding & Crea=vity Marke=ng Q4
Social media research to support council Research Q4
Video conference external conference Events Q4 November
Engage Educate & Inspire on Digital Events Q4 October
Upfronts Full week of events Events Q4 October
PwC AdSpend & consumer data H1 2015 Research Q4 October
Primary Research part two Prove value of digital Research 2016 Q2
Leadership Summit Launch May 2016 Events 2016 Q2
Search research to support council Research 2016 Q2
IAB UK Board -‐ Top Three Digital Adver=sing Priori=es 2016 -‐ 2017
Threats to the con=nued growth of digital adver=sing
0 2 4 6 8 10 12 14 16
Ad Blocking
Brand safety
Issues associated with Viewability
Ad Fraud
Lack of transparency around display trading
European Data Protection Update
Complex nature of display trading ecosystem
Not a threat Minor threat Major threat
Member Engagement Scoring System
January – June 2015
1. Councils abended 2. Training & Workshop places booked 3. Events spoken at 4. Events abended 5. External Presenta=ons 6. Registered website users
Weighted ac=vi=es according to rela=ve importance
What can we do next?
• Shows…
• Members that don’t sit on any councils
• Members that haven’t received a ‘power hour’
• Members that haven’t abended or spoken at any events
• We use this data to drive tangible ac=ons across the team
Developed a suite of offerings to increase engagement • Power Hours
• Doctor Simon Hampton
• AdverFser Dinners
• Member evenings
• Workshops
• Digital Upfronts
• Leadership Summit launch in 2016