Rules in a Renewed Media Landscape: Consumer Engagement and Profiling! Alain Heureux President IAB Europe Nice 2007

Agenda Who is IAB Europe Some trends in Europe Let’s look into the Future Consumer Engagement and Profiling Q&A

Who is IAB Europe

Some trends in Europe

Let’s look into the Future

Consumer Engagement and Profiling

Q&A

Short introduction to the IAB Europe Network

13 countries In discussion 13 Established national IABs Status 2007 : Established countries : 13 countries 30 staff 9 managers 1750 member companies Demanding countries : 13 new demands (5 advanced) 200 potential new members Interact 2007 : 500 people guest satisfaction : 8/10 second edition in Berlin Running Projects : guidelines adex benchmark audience measurement MIA

Status 2007 :

Established countries :

13 countries

30 staff

9 managers

1750 member companies

Demanding countries :

13 new demands (5 advanced)

200 potential new members

Interact 2007 :

500 people

guest satisfaction : 8/10

second edition in Berlin

Running Projects :

guidelines

adex benchmark

audience measurement MIA

Five current activities of IABs Marketing of interactive media … promoting online advertising Developing guidelines and standards …raising profitability by tackling barriers, reducing costs Producing powerful research … proving the effectiveness and power of online Educating the markets about the medium (events) … persuasion: training marketers how to use new media Effective government affairs and external representation … protecting the freedom to advertise online

Marketing of interactive media

… promoting online advertising

Developing guidelines and standards …raising profitability by tackling barriers, reducing costs

Producing powerful research

… proving the effectiveness and power of online

Educating the markets about the medium (events)

… persuasion: training marketers how to use new media

Effective government affairs and external representation

… protecting the freedom to advertise online

New vision and mission… Convergence of media Engage even more with the consumer Generate trust for advertisers

Convergence of media

Engage even more with the consumer

Generate trust for advertisers

Some European trends

Key trends Time online: >20% of the time we all spend with media is spent online ‘ Web 2.0’: social networks and user-generated content enjoy rapid growth Retail: the web becomes the primary research channel for large purchases

Time online: >20% of the time we all spend with media is spent online

‘ Web 2.0’: social networks and user-generated content enjoy rapid growth

Retail: the web becomes the primary research channel for large purchases

Online audiences Over 120 million Europeans active online and still growing

Over 120 million Europeans active online and still growing

Expenditure per user Source: IAB Europe/ IAB US/ PricewaterhouseCoopers/ www.internetworldstats.com/Stats 4 Average European investment = €39.1 per active user

Let’s look into the future…

Consumer Engagement and Profiling

Think out of the Box Be in the business of imagination Change the basis of competition

Be in the business of imagination

Change the basis of competition

1990 2000 2020 Moving from mass media towards the media of the mass

Internet is a Relation Technology

New parameters From Content is King to Contact is King The response is the message From OTS to CTS From GRP to LOC From Brand Awareness to Brand Engagement From Mass Media to the Media of the Mass

From Content is King to Contact is King

The response is the message

From OTS to CTS

From GRP to LOC

From Brand Awareness to Brand Engagement

From Mass Media to the Media of the Mass

Thank you! IAB Europe