A Digital Perspective: Paul Fisher, CEO, IAB Australia

I’m gathering insights from the digital and online media industry each week for 2009, and to kick start I talk to Paul Fisher, CEO of the IAB Australia.

Being in the business of industry associations brings its critics and advocates, but Paul has been brought on board to start driving things into 2009.  I’ve had some great conversations with Paul about the industry and the future and he’s very optimistic about the innovation and interactivity about advertising in the future.

Describe what you do:

Advocate the use of online advertising in marketer’s media strategies. Provide resources – research, standards, guidelines – for publishers, agencies and advertisers to increase their online advertising.

Best digital memory of 2008?

  1. Being appointed CEO of IAB Australia.
  2. 29% growth in our industry for Jan – Sep 2008 on the same period in 2007.
  3. The results of the Nielsen Online Brand Impact Study for Kelloggs Sultana Bran.

What’s the best lesson the industry could learn?

The question is not “how many people saw my ad?”. The question is “how did my advertising work?”

What’s emerging for 2009?

Better online audience measurement; continued strong growth as advertisers and agencies turn to the medium for accountability, measurability and ROI; cross platform measurement; better awareness of and use of targeting online; clearer value proposition for video online; more FMCG, retail and Government advertising online; online advertising exceeds $2 billion, grows to over 16% of total media industry; faster and cheaper broadband for everyone!

What will be big in 2013?

Interactive advertising! Cross platform advertising. Highly targeted advertising, possibly one-to-one permission based marketing online, mobile devices; semantic search; touch screen and voice activation, England will win the soccer World Cup (in 2014)!!

Jye Smith is currently Senior Vice President, Head of Strategy & Operations, Asia Pacific at Weber Shandwick. Ranked in B&Ts 30 Under 30, Jye a regular keynote speaker and workshop facilitator who specialises in digital and social media strategist.