IAB Non-member: £399 +VAT
Locate a delicious restaurant near you. Get info on the next TV you want to buy. Find an affordable flight to meet up with friends. What would we all do without search? What has become a utility for consumers and a bread and butter channel for advertisers remains one of the channels where we’ve only just begun to unleash the real power of the channel.
With location-specificity, retargeting capability, social signals and more, search may be the channel you think you understand the most but have leveraged the least. Join us for a thought-provoking discussion about taking this essential channel to the next level. If you can’t imagine where your marketing plans would be without search, you can’t imagine where you’ll be without this half-day of discovery.
Join us at the very cool Google HQ to hear from leading brands, major platforms and other big players in the space as we explore the future of advertising within the world’s greatest utility: search. What we all now can’t live without.
9.00am Search for creativity – Steve Chester, Head of Data & Industry Programmes
Think search can’t be a creative medium? Think again. With advertisers like Snickers thinking far beyond character limits, the IAB’s very own Steve Chester will walk you through campaigns that will make you rethink how you approach search.
9.10am What has search ever done for us?
A world without search – would it really be so different? After all – what has search ever done for us? James Murray looks at the growth of search and its importance to the modern marketer in the digital landscape. Crucially, search provides an insight into the thoughts and feelings of consumers, acting as a barometer for the mood of the nation. See how data is changing the way we approach marketing and our understanding of customers.
James Murray, Digital Insights Manager, Experian
9.30am Native Advertising: Two Worlds Collide
Brand and Response, Display and Search, Guaranteed and Biddable. For a long term these worlds have co-existed, sometimes collaborated but always separated. When we think of a world without Search, don't underestimate the enormous impact Search is having on the display ecosytem, for so long the preserve of so called "branded advertising". Search pioneered the much hyped concept of Native Advertising and now traditional search advertisers and media owners are poised to take advantage of this new wave of digital advertising.
Andy Jones, Head Of Search, UK, Yahoo!
9.50am: Advertiser panel – Taking search in-house
Because this channel is, for many, mission critical, hear how major brands have approached taking search management in-house.
Chaired by: Jonathan Beeston, Director, New Product Innovation, EMEA at Adobe
For: Darren Bently, Head of Performance Media, MoneySupermarket | Liz Wood, Founder, Lexica Marketing
Against: Paulo Ribeiro, Head of Paid Search Total Media |Oscar Romero, Search Strategy Director at Starcom MediaVest Group |Nick Beck, Managing Director, Tug
10.40am: Agency view
With the world of search ever changing, how does an agency expected to innovate, stay relevant and ahead of the game? What are the opportunities, what are the challenges currently being faced and what do agencies and brands need to know to get the most of out of this exciting new world? Rhys Williams, Managing Partner at Agenda21 will deliver and address these important questions and give you an expert view of one of the UK’s leading independent agencies.
Rhys Williams, Managing Partner, Agenda21
11.00am: Searching for the Future
Can you imagine having to remember the URLs for the top 10 sites you need to visit the next time you’re shopping for a TV? Can you still picture the world before search - when you couldn’t instantly access recommendations and deals for things like holiday plans?
Search isn’t mere advertising – it’s now an essential utility.
Join Google’s Matt Bush as we imagine the world in a few years’ time, when we can further leverage technology to take search to new places – in the palms of our hands or even in our glasses. But we don’t have to search too hard for the future – find out how it’s already here!
Matt Bush, Head of Performance, Google
11.40am: Social Influence - how Facebook impacts branded search.
Daryl Hughes, UK eCommerce Lead, Facebook with Yossi Erdman, Head of Brand & Social Media, Appliances Online.
As the purchase path becomes increasing complex, the impact of activity on platforms such as Facebook on search is often overlooked. This session will focus on brands that have explored the impact of Facebook activity on their branded search - and seen very compelling results. Yossi Erdman, Head of Brand & Social at Appliances Online (who recently scooped 3 awards at the Retail Week Etail Awards for Best Use of Social Media, Best Pure Play Etailer and the Overall Award for Excellence) will join Daryl Hughes from Facebook to talk about the impact Appliances Online have seen and how they achieved this success.
12.00pm Mobile Search
Charli Rogers, UK director of Client Services, Adobe
Chris Stark, Director of Product, Infectious Media
12.40pm Context, not Content is King:
We live in a world that is increasingly connected, with services that offer a degree of “personalisation” based on assumptions of our needs created on an extrapolation of our previous actions. As our digital footprints become larger and more connected, we are offered the potential to move to a new level of services that place us, rather than the services we consume firmly at the centre, a web that is ultimately formed around the individual rather than the other way around.
Today, personalisation is an incredibly blunt tool. The services we use, the content we consume, the adverts we see are all provided based on the basis of some prediction as to what we might be trying to achieve based on our past behaviours. However, it is not just that this prediction is currently extremely basic, it also does not yet fully take into account the rich, broad context that accompanies us wherever we are, whatever we are doing, a context that holds the key to creating services and experiences that offer us not just a precise reflection of the services we need but also positions us to make discoveries of incredible new content, products and truly human experiences.
Harnessing this context offers us an inversion of today’s web, placing the user at the centre and in full control of the overall experience. It promotes discovery, celebrates serendipity and offers a personalised path through the oceans of data, content and experiences that the modern digital society has to offer. In order to make the most of this, we will have to shift our expectations of how the digital world can augment the physical world and work hard to win the trust of consumers by placing them at the centre while protecting and respecting their rights. This is an inevitable part of our technological evolution; it is now down to all of us to ensure we are able to take up the promise of everything it has to offer.
Dave Coplin, Chief Envisioning Officer, Microsoft UK
1.00pm – 2.00pm : Close & Lunch