Chinwag Live: Tomorrow's Ad Formats
Are these technical innovations enough in themselves to warrant the attention of ever more savvy consumers? Don't people prefer to search for things they want. Aren't new ad formats just Interruption 2.0?
The next Chinwag Live looks at trends beyond the banner, and explores the upcoming options for advertising media in the digital space.
Photographic evidence from the event, if you've got photos you'd like to add, let us know.
More on Tomorrow's Ad Formats
Audio and video pre-rolls, hyper-targeting, product integration, "fansumerism", transparent overlays, ads in RSS feeds, ad-funded mobile networks, and in-game advertising are just some of the recent developments. Fashioned to work in tandem with richer formats of media (from audio and video to immersive gaming environments), in the syndicated media spaces of RSS, widgets and web apps, plus the tough terrain of social networks – the potential and effectiveness of these new ad formats is still being established.
Which ones will deliver the metrics and last the distance? Can these formats scale? What are the costs of management? Can online advertising evolve or is its effectiveness waning?
David Burrows - Ad Operations Director, Phorm UK
Profile to follow shortly.
Steven Hess - Managing Partner, weapon7
Prior he worked at OMD as global planning director on McDonald’s and led Omnicom’s integration on Sony Europe. Previously he co-founded Host Universal and was board planning director at Leo Burnett following time at ad agencies CDP and Euro RSCG. Steven led Weapon7’s sale to Omnicom has been a Campaign Face to Watch, a jury foreman at D&AD. He lives in London with his wife and two small sons.
Priya Prakash - Creative Director, Hachette Filipacchi (UK)
Priya's expertise lies in creating platforms - new forms of iPTV distribution channels and social media formats for traditional broadcast/ publishing media companies. She has crafted prototypes to product-managed betas for services such as iPlayer, Project Kangaroo, and Trusted Places. Her projects have won several awards such as the Royal Television Society award for (BBC) Interactive Media Player. In 2005, she was awarded a NESTA grant to set up Digital Wellbeing Labs. At Hachette Filipacchi UK she is responsible for turning magazine titles such as Elle, Sugar etc into successful social media properties. She has just launched Sugarscape, a teen social bookmarking player for Sugar magazine. Prior to HFUK, Prakash was Innovation Executive at BBC Innovation & Strategy, where she mentored and collaborated with UK digital startups to help drive innovation within BBC.
Rhys Williams - Co-founder, agenda21
Agenda21 is a digital planning agency founded by Rhys, Pete and Nick in 2005. Rhys arrived at agenda21 via the legal profession, BLM London and MediaCom North, where he helped establish their digital department. He was lured back to the bright lights of London as an Associate Director in MediaCom's digital division. Rhys used to love playing rugby and has represented Wales. His knees now keep his surgeon in Porsches, and he can often be found swearing at inanimate objects such as TVs and phones.
Mat Morrison - Digital Planning Director, Porter Novelli
Mat joined global PR agency Porter Novelli in 2007 to co-ordinate digital strategy, training, and product development. He began his digital media career over a decade ago at AKQA, where he set up the media-planning business. He joined BMP interAction (the digital wing of DDB London) in early 1998 where his clients included Anheuser Busch, PepsiCo, Compaq, Sony, Vodafone, Credit Suisse, Reuters, and Volkswagen. Joining the board in 2000 as Head of Strategy, he became part of the management team that set up the global network of DDB's digital agencies: Tribal DDB Worldwide. In October 2001 he became a consultant, going on to set up digital planning agency Ryan Morrison & MacMillan Ltd, working for clients that included the Discovery Channel, Sony, Buckingham Palace and Porter Novelli.
CHAIR: Guy Phillipson - CEO, Internet Advertising Bureau
Guy Phillipson took over as CEO of Internet Advertising Bureau (IAB) in January 2005. Following his 100 day review, the IAB was repositioned as a valuable resource for marketers to help them make the most of all online advertising disciplines, including search, display, e-commerce and sponsorships. In March, Revolution magazine named Guy Phillipson as Digital Business person of the year. Before the IAB, Guy was Head of Advertising at Vodafone UK.
Event produced by Deirdre Molloy and Sam Michel.