Friday, 5 February 2010Future of Online
About the Event
This seminar looked at the future of the online industry - focusing on UKOM and social media.
- How far will the launch of UKOM (UK Online Measurement) go towards bringing more brand advertisers to online?
- What resources will agencies use for their clients - UKOM, Comscore, ABCe?
- Over-supply still threatens yields. Are media owners able to create a premium market level in online to cover losses in traditional areas?
- Network v Direct. Will the future see power in the hands of more (consolidated) ad networks or will media owners want to grab back sales control?
- Social media is now an accepted part of the mix, but do we really know how to use it yet? Will these sites grow from carriage fees not ad revenue? Or will they just continue to add to the yield issue?
- Online video advertising is forecast to grow fast - are we likely to see a TV buying model develop now?
- Targeting Technologies (Behavioural, Predictive, Contextual, Semantic) - how far can these be taken to grow the market? Are they properly understood?
- Is online becoming too expensive for agencies to administer profitably?
Newsline event coverage
Chair and Panellists
Media Correspondent, BBC
Agency Leader, Google
VP Commercial Director, Fox Interactive Media
Vice President, UK, Specific Media
Head of Digital Buying, OPera Media
VP Commercial, Europe, ADTECH
Photography by Hannah J Taylor