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IAB & ANZA present…Outfox, Outsmart and Outgrow Your Competition

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2010 will be the definitive year for online advertising in New Zealand. Interactive ad spend increased from $193m in 2008 to $214m in 2009, and its share of overall advertising grew from 8.3% to 10.5% year-on-year. It is the first time interactive share has breached the 10% threshold. Right now your brand is likely to have massive opportunity to dominate its category online - here's why:

• Many categories are massively under-represented in search, display and social media advertising
• Many brands are tipping a much smaller % of their advertising spend into online than the % of media consumption from their customers
• Many brands fail to track, revise and update their creative approaches to online advertising in a timely (daily!) manner
• Many brands fail to fund their media executions appropriately to maximise the long-tail opportunities for their brand to be at every point of customer engagement online
  
  If your brand is in one of these key categories you must attend this event to find out how to be at the head of the pack!
  
  •    FMCG
  •    Gardening / Renovations
  •    Home Entertainment
  •    Alcohol
  •    Retail
  •    Automotive

Who should attend?
Directors, managers and professionals in charge of Marketing, Search Engines, Marketing & Communications, Digital Marketing, and Online Media

COST
IAB & ANZA members: $65 + gst ($73.13 incl gst)
Non members: $95 + gst ($106.88 incl gst)

Date: Wednesday 19 May
Time: 2.00 - 4.00pm
Location: Juice Bar | 144 Parnell rd, Parnell, Auckland
Contact: Alisa Higgins, IAB Marketing Manager

View video from the event

Josh Borthwick | MD | Adhub: What are the opportunities available and who are the strong brands in online and why?

Some staple opportunities exist online depending on your business and the nature of your products and services. The largest are search and display. These formats are the most prolific in terms of investment from marketers and the results they deliver. Unfortunately many brands make the mistake of investing in one or the other. The reality is both are necessary to really build a profile online - display for reach and purchase intent and search for conversion and traffic.

Social media is the topic of 2010 and two clear winners have emerged for different reasons. Facebook for its ability to create buzz and buy audience share and Twitter for its immediacy and proliferation. Both platforms offer new and exciting ways to communicate with customers and turn detractors into raving fans.

The most important thing for your brand is to discover what formats and platforms are important and how to grab share from your competitors!

 Ryf Quail | GM | Carat: Why marketers should invest more in online media {view bio}

> 88% - that's 3.2million New Zealanders have access to the internet
> 80% have gone online in the last 4 weeks

However, advertisers only spent 10.6% online in 2009. Does that mean their fishing rods are broken?

Ryf Quail, GM of Carat NZ lays it down straight for kiwi marketers. He will look at how many brands fail to fund their media executions appropriately to maximise the long-tail opportunities for their brand to be at every point of customer engagement online.

Jimmy McGee | Head of Commercial | Trade Me: How marketers can Outfox, Outsmart and Outgrow their Competition using Classifieds
{view bio}

The web has proved a perfect enabler for the classifieds market. From inauspicious beginnings 10 years ago, online real estate, employment and automotive sites have flourished. 

However in 2009, the classifieds market stalled with spend decreasing from $75.32m to $71.43m.

What does the future hold for online classifieds?  Find out about the emerging trends and how you can use them to your advantage.

Mark Roper | New Zealand Marketing Manager | Sanitarium: Case study
{view bio}

For over a century, Sanitarium has strived to educate NZers on better lifestyles. From their founding in 1898, Sanitarium advocated a nutritious diet and regular exercise, leading to their innovations in the breakfast foods category.

In recent years, this category has exploded with a raft of new entrants promising varying, improved health benefits. In addition the internet has become a catalyst for a global awakening in informed wellness. Communities are sharing information and advice on all aspects of health and lifestyle.

In 2009, Sanitarium committed to invest further in their digital strategy as a core component of developing their position as a respected leader in Health & Wellbeing. This was reflected in a significant increase in online media spend and the development of a unique online partnership that could provide inspiring and informative content for the key audience of health aware women. 

Mark will share the case study of the partnership, and insights into how the inclusion of digital into the Sanitarium marketing mix supports their marketing objectives.

Mark will be joined by Alysha Buckley, General Manager, PHDIQ – Sanitarium’s digital media agency.

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