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Toolkit Seminar - Understanding and reaching the new Irish consumer using digital search strategies


Despite strong growth in display, mobile and video advertising, Search continues to be the most dominant, significant and highly trusted advertising channel in its own right and the key to a truly integrated marketing mix. The IAB Ireland/PwC adspend survey showed that Paid-for-Search advertising has grown by 43% yoy and remains the dominant digital format with a 52% share of total online adspend at €137M.

The AAI Tuesday' Nuts and Bolts of Advertising seminar on digital search will comprise of 3 short expert presentations and a panel discussion.  Fresh data from Google's consumer barometer will be included to help understand the new Irish consumer and how your brand can develop a top-notch search strategy.

THE ROLE OF SEARCH IN THE CONSUMER JOURNEY        

  Eoghan Phipps, Head of Irish Agency Sales, Google/You Tube 

The Irish consumer: using the latest research to share how the new consumer thinks and behaves and how advertisers can respond to consumers search moments with creative, contextual and relevant messages driven by consumer insight.

  • Using fresh data from the latest consumer barometer and case studies.
     

DEVELOPING YOUR SEARCH STRATEGY TO GET AHEAD OF THE COMPETITION

                           Marc Dallimore, Head of Systems and Ad Ops, iProspect 

  •  Join the dots of your SEO (Search Enging Optimisation) and PPC (Pay per click) strategies for the best combined "search" strategy.
  • Case studies to illustrate results with a small team, on a small budget, using existing tools.
     

10 TOP TIPS TO GET THE MOST OUT OF YOUR SEARCH STRATEGY

  Tom Tully, Sales Manager, Bing

  • Key take-aways will include practical Search tips, next steps, and what's coming down the track that you and yourbrand need to be ready for.
     

 20 min Panel Discussion and Q&A - moderated by David Mulligan, Business Director, Radical

Venue:  Core Media, 16 Sir John Rogerson's Quay, Dublin 2.  Free to AAI Members.  Non AAI Members €35 per person.

To Book:  Go to https://nutsandboltsofsearch.eventbrite.ie

Biographies

Eoghan Phipps, Head of Irish Agency Sales, Google/You Tube

Prior to joining Google almost 6 years ago, Eoghan taught business and economics at Maastricht University, Netherlands.  While at Google, Eoghan has led client relationships across the government, telecoms and insurance sectors in the UK and Ireland while also spending time working with agencies in the U.S.  In his current role, he leads Google's partnership with media and creative agencies in Ireland.

Last year he was listed on the Sunday Independent's "top 30 people under 30 shaping Ireland's future", which was good timing since he no longer qualifies for that age bracket!

Eoghan is the Chair of IAB Ireland's Search Council.

 Tom Tully, Sales Manager, Bing

Tom has worked in the search industry for 9 years.  Predominantly from the publisher side having spent time working for both Yahoo! and Microsoft Bing.  But he has briefly worked agency side also.  Currrently Tom manages a team of account managers across Western Europe who service the needs of agencies and direct advertisers, focusing on PPC advertising for Bing.

 

When?

Tuesday 22nd September 2015 at 8:30am - 10:00am