Welcome to the Digital Marketing Inner Circle

This week, Denise Shrivelle has contributed a great interview with Paul Fisher, CEO of the Interactive Advertising Bureau in Australia. As we start a new financial year, with hopeful expectations for a strengthening economic environment, I thought it may be interesting to get some views from one of our major industry bodies. Through his role with the IAB, Paul is well positioned to monitor our ever evolving industry and give us some insights into the forward challenges and issues we face. Measurement, convergence and the recognition of digital as a highly viable display channel are some points he highlights – as well as the significant impact the National Broadband Network will have on the digital industry. In Q5 Paul gives his 5 year forecast predicting some actual figures on digital expenditure ($1.7 billion in 2008) and % share of all media (12% in 2007 – CEASA). He also offers us a comprehensive list of regular information sources which allow him to stay up to date with the digital landscape – (see Q9). I recommend this list to you and also wish you all a successful and prosperous new financial year.

Name: Paul Fisher
Works: IAB Australia
Job Title: CEO

1. How, where and when did the digital industry find you?

At WIN Television as a National Sales rep. One of my colleagues left and went to ninemsn and called me and said “hey, you should look at this internet thing ninemsn is doing” – that was 1999.

2. What is your current role and what do you actually do?

CEO of IAB Australia – lead the advocacy for interactive advertising by providing the tools and resources to support publishers, net works, agencies and advertisers to grow their digital businesses. I also work very closely with AIMIA, the MFA and the AFA.

3. If you could have any job, what would it be (can be in and/or outside the industry)?

Professional golfer! Or the one I have now but with 10 more staff!!

4. Take a punt on the ‘next big thing’ in digital?

In this country, the National Broadband Network!!

5. Where do you see the digital industry in the next 5 years? (any forecasts and challenges)

Faster broadband, hopefully cheaper too! More so called convergence of digital devices – video consumption will be massive online whether stored on a PVR and then watched on any of the 3 screens. Marketing and communications strategies centred around digital solutions. Media planning and buying starting with digital media then bringing in other platforms in a truly integrated way. Multi-platform audience measurement, especially TV and online and mobile. Online advertising industry will be the largest media sector with a probable 30% + share generating well over $3 billion a year in revenue for digital media businesses.

6. How do you see other media evolving in the next 5 years?

They will have to adapt their current measurement systems to include digital media. Their sales and marketing and product teams will all include digital media specialists. Their content distribution networks will adapt to include digital platforms. All media will be interactive. Copyright issues and data ownership issues will be fiercely fought over.

7. Where do you see the digital industry going in the next 12 months? (particularly in light of the evolving financial situation)

Sadly there will be more performance related advertising online. However, the branding attributes of the web will emerge as stronger than ever thought and the impact of brand advertising on search and other performance measured advertising will save the industry from death and provide all publishers of original content a reasonable return on their significant investment to create and provide for free, compelling, engaging, entertaining and informative content, be it news, sport, entertainment, lifestyle. We will move from “does advertising work on the internet?” to “show me how I can use digital as part of my media strategy”.

8. Did you ever have a big digital idea you wish you pursued (or someone else’s idea you wish was yours)?

I would still like to create an online forum for retired and/or semi-retired business professionals to mentor young entrepreneurs and up and coming executives – might not be a big idea as such, but it would make a difference, be interesting and fun.

9. Where do you get your industry information from?

Mostly from talking with people in the industry both here in AU and internationally. Online, a variety of MediaPost daily newsletters – VideoInsider, MetricsInsider, OnlinePublishingInsider, OnlineMediaDaily, Center for Media Research, IAB Smartbrief, emarketer, mumbrella, talkingdigital, Digital Ministry (of course!)

10. What industry groups or networks are you a part of?

The global IAB network of 25 IABs across North America, Latin America, and Europe; Australian Marketing & Media Industry Forum (AMMIF).

Thanks to everyone for your continued feedback and support for these interviews on Digital Marketing Inner Circle. If you have any queries or comments, please post below.