NewsLine Column: Joining The Online Ad Revolution
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The internet is fast becoming a key medium for advertisers to specifically target and engage their audiences. On his first day in the job, Guy Phillipson, chief executive officer of the Interactive Advertising Bureau, explains his reasons for taking the post and the increasing power of the internet…
When I got the call to ask whether I’d like to be considered for chief executive of The IAB, I had a quick think about it and thought: “online’s the fastest growing medium, isn’t it?” A no brainer, so “yes please.”
After I put the phone down, I had a longer think about it. All my recent experience advertising at Vodafone pointed to the internet becoming a star medium. It really hit home for me two years ago when we placed virtual demonstrations of picture messaging and mobile games within rich media ads for Vodafone live!.
It transpired that the propensity to buy a live! phone went up fourfold among this audience, because they’d interacted with the product at a much deeper level than was possible with traditional media. Our online first won a Media Week Gold for Emma Batchelor, then at OMD, and she fully deserved it.
Two years on and the majority of the UK is now online, with broadband penetration growing every day. I installed broadband at home 18 months ago and since then my family’s time online has doubled. We look at many more pages and see far more online advertising. But now it’s more dynamic and inviting than the static stuff we used to view.
There’s also a key period in the day, between 4.30pm and 8pm, when the PC at Chez Phillipson is in constant use. My teenage daughter is on it until about 6pm, doing homework research and sneaking in the odd instant message conversation, then the wife and I play musical chairs until dinner time doing our own research, shopping, downloading and browsing.
These golden hours represent a daily purple patch for advertisers, as audiences peak around 7pm. All this combined with online’s unmatchable strength and influence against the lucrative 18 to 34 year old brigade makes the internet a formidable medium.
So I think I’ve chosen a good time to join the IAB. Of course the internet must be put in context with other media and I can think of a couple of other strong candidates for building brand preference. But in my new role I hope to persuade more marketers that the internet is no longer simply route one to low cost sales (even though Vodafone enjoys excellent ROI from search words and constant retail display ads).
Online in isolation and as part of an integrated campaign is a proven brand builder, offering unique ways for customers to get involved with products and brands in an environment where they are in control.
During my first few months in office I’d like to meet up with marketers from a broad range of categories, particularly FMCG and motoring. I also want to meet online specialists from media agencies so I can form a view of how the IAB can be of most help to agencies and their clients. These views are critical in shaping the continued growth of online advertising and ensuring advertisers understand and can unlock its true value.
Guy Phillipson is CEO of the IAB. You can arrange a meeting by calling 020 7886 8284 or email [email protected].
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