Seven morning takeouts from IAB Engage 2014

Missed this morning's sessions at #IABEngage or just want a recap? Nicola Kemp rounds-up the key themes from the conference so far.

1. FOBO is the new FOMO

The fusion of the virtual and real worlds continues to be a key issue for the industry. The industry is barely scratching the surface of what is possible when it comes to the possibilities afforded to brands by digital. In contrast, consumers are taking a 'more is more' approach ferociously consuming digital channels. As Steve Hatch, regional director of Facebook aptly declared: 'FOBO (fear of being offline) is the new FOMO (fear of missing out).

2. The Chinese are coming

Sir Martin Sorrell, chief executive of WPP and IAB Engage headliner, delivered a crisp warning for the advertising industry. "Watch out the Chinese are coming,' he said. Pointing to the success of brands including Alibaba and Xiaomi, he warned brands to recognise the shift in power to China.

3. Programmatic remains at the top of the digital marketing buzzword bingo

No discussion of digital marketing is complete without reference to programmatic advertising. Eileen Naughton, Google's MD UK and Ireland, praised the UK for leading the way with adoption.

4. The visual economy continues to grow: video is the new photo

"In the last decade we have gone from desktop to mobile, from search to discovery, from waiting to download, to deep immersive videos," explained  Steve Hatch, regional director of Facebook.

5. Prepare for the mobile renaissance

Mobile is the primary screen for brands to communicate with consumers. Brands need to adapt their thinking to embrace the channel and adapt to the fact that the primary role of the phone is no longer to receive or make phone calls.

6. Advertising needs to be part of the data economy

James Whittaker, distinguished technical evangelist at Microsoft, implored marketers to think about how their advertising can be part of the data economy. In the era of the internet of things, where machines are talking to each other, not people, advertisers need to reappraise their reliance on the traditional interruption model of advertising.

7. Creativity is everything

The vital role of creativity in building brands and engaging with consumers was a big theme. As Alex Jenkins, editor of Contagious, declared: "We are not limited by technology, we are limited by creativity."

Tweets of the day #iabengage


Read next

How Coca-Cola, Nissan and Kraft mine selfies for 'invisible' insight

When social goes global

Subscribe to Campaign from just £57 per quarter

Includes weekly and quarterly print issues, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

MOST READ

BBH deputy ECD Caroline Pay exits
Share

1 BBH deputy ECD Caroline Pay exits

Bartle Bogle Hegarty has parted company with its deputy executive creative director Caroline Pay and has promoted Ian Heartfield, creative managing partner, and Anthony Austin, chief executive of Black Sheep Studios, to take over as joint deputy ECDs.

Just published