I am just returning from today’s AdWorld 2009 event in Beijing and am happy to report that all three keynotes (Jeremy Fain of IAB US, David Ketchum of ADMA and Will Hodgman of Comscore) were focussing on data & standards or had some interesting related comments.
Jeremy gave and introduction on “The Importance of Standards in Growing the Interactive Advertising Market”, and Will repeated a disappointing standard Comscore deck without any China data (that takes guts in the market with the largest online population)
The “on the money” comment came from David Ketchum. “2009 is not going to be the year of data and standards”. David’s conversations with the largest publishers align closely with my observations, that big publishers in China are still very comfortable making money from a lack of transparency. They are very interested in talking to the ADMA or IAB, but still feel like they have something to loose in a more standardized and transparent ad-world. The key drivers for change towards more transparency have to be advertisers and smaller publishers who do business by proving their performance through independently verified superior performance.
I see this already happening, but it takes time to build momentum. 2009 will be a good start but it will take time until well into the new decade until we can say goodbye to cost per day media buys, ad serving by publishers and hundreds of different banner sizes.
IAB Europe is working on an audience measurements survey, and they would like to have more input from agencies and publishers from China, which are interested in the field. Since you are interested (or so I presume since you are reading this blog 
) could you please fill out the online questionnaire, and ask others you know to also complete it? In exchange you will get a free copy of the final analysis report.
The more people form China complete it, the stronger a voice China will have, so I’m counting on your help and support!
You can find the online questionnaire in English, Chinese (and many other languages) at www.miaproject.org
For everyone who can’t get enough of interesting events after yesterdays WAW, there is something happening tonight. The folks over at WanMo are throwing a “First Thursday’s” party at Drei Kronen 1308, a swank new German restaurant close to Gongti. Their panel will include:
Lawrence Wan, OMD GCR Digital Director
Ross Gearing, MD TBWA China
Paul Denlinger, China IAB
Steven Turner, SVP Ogilvy PR
The discussion with center around “The impact of the credit crisis on Ad-land in China”. Something that is certainly interesting to all of us. More information
on their website.
Hope to see you there.
After trying and failing twice to get Paul on stage at the WAW, this week we have the pleasure to learn more from him about the role the IAB is playing globally in the digital advertising ecosystem and what steps his team is taking to kick this effort off in China. Key achievements and activities of the IAB include global standardization in banner sizes and success metrics (which are routinely ignored in China) as well as providing independent research on internet advertising market and running events and trainings.
The China Market certainly needs more of “all of above”. Especially better standardization would benefit web analytics, as everyone who has tried to optimize 100 different banner formats will happily tell you.
Please join as as usual:
Time & Date: November 5th, 8 PM
It will be standing room only with a buffet dinner. As usual part of the cost will be covered by our sponsor
Web Analytics Demystified (new sponsors are welcome). Be prepared however to spend about RMB 50 for the evening. As usual the knowledge you get in exchange is invaluable
To register for the event, please sign up at the
Web Analytics Wednesday platform, or leave a comment to this post.
With the next WAW right around the corner, its time to finally publish the writeup for the WAW on October 15th. Last time I had the luxury that Tango Chan did a write up for me, now I need wet the metaphorical pen myself.
We had the pleasure to welcome the largest crowd ever to attend a WAW in Beijing. Around 30 people made the trek to
Club Camp to listen to Darryl Su, Sales Manager of Omniture Greater China. Congratulation to the team, Sidney Song and Wu Yong, who help me to make this a success.
There was some initial confusion, when members of the audience thought that Paul Denlinger from the IAB is coming to speak, but that confusion was soon dispelled and everyone enjoyed a great evening of Web Analytics and digital marketing discussions.
Darryl kicked off the evening by introducing us to Omniture’s ever growing portfolio of tools to analyze and optimize websites and digital marketing programs. As expected though the focus of the presentation was on Site Catalyst, Omniture’s marquee web analytics tool. While no major secrets were revealed, it was a good primer for members of the audience who are not working directly with Omniture. Especially the live presentation with a trial account was impressive and the audience interaction was a good indicator of the fast growing intrest in Omniture.
I am afraid I can’t share more details about the Q&A session due to Omniture’s digital communication policy. I guess that serves as a reminder to attend the events when they happen, and join the live action. Not a bad point to make, I assume.
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