Alick to speak on The Future of Web Advertising at the Pair Up web conference
5th February, 2010 by Alick
I’m really excited to announce that I’ll be speaking at the Pair Up web conference in London on 8/9 April on the future of web advertising. PairUp is a conference for everyone who works (or wants to work) in the world of the web. It’ll bring together well known names and pair them up to talk with some of the hottest teenage talent the web has to offer.
Clearly, I’m no longer hot teenage talent… Anyway, I can’t say too much yet about who I’ll be paired up with, other than the fact I think it’s a fair chance they’ll be closer to my 18 month daughter’s age than to my own.
I’m really excited about the opportunity this is going to provide to meet new people with fresh ideas, and I think the fact we’ll pair up in this way is particularly relevant to the talk my partner and I will give. Because whatever the future of web advertising brings, advertisers will always want something new and original. New and emerging talent pools are a great place to fish for that.
One of the things the conference organisers want me to touch on is how web advertising got to where it is today. Of course, there’s been a tonne of developments and innovation since the web started, but some key constants have always been there. Advertisers buy audience, Sales execs are driven largely by short term targets which often create conflict with product people and lack of a good sales operations process and advertiser programmes can make it harder to make a decent profit selling inventory on your terms.
But what about the future? I’d be interested to know what people think. What’s the best way for an advertiser to get their message across today? How does that vary across devices? What constitutes the most effective KPIs (key performance indicators)? Is the web a branding medium, a direct response medium, or is it a platform for local and niche audiences?
Finally, as a site owner or publisher what opportunities (or obstacles) are there to you monetising your website?
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