It offered fascinating insights into the variations between campaigns and sectors. It was interesting to hear about common challenges on advising clients (or colleagues) on what will work, how PR practitioners are embracing 'social media' techniques and how these are being handled within agencies, and getting to really understand the metrics and results achieved.
One area the IAB can help with is the measurement side.
Given the Barcelona Declaration of Research Principles, two key areas stand out: 'social media can and should be measured' and 'measuring outcomes is preferred to measuring media results'. How we as an industry tackle this and take it forward is critical right now. With the IAB's background, hopefully it can offer practical advice on this - it must be something the ad industry has had to examine already, one would hope.
- Samantha Dawe, director, The Think Tank.
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