The market insights event on Tuesday 31st March hosted by Microsoft Advertising was specifically aimed at helping you understand the latest trends and consumer behaviour in the current economic climate and the online opportunities that they present brands today.
The value of advertising in a downturn – Les Binet & Peter Field, IPA consultants
Consuming in a world of less – Andy Barker, Head of Qualitative, YouGov
Innovate don’t stagnate – Guy Wieynk, European MD, AKQA
Impact of unprecedented change – Jeffrey Cole, Centre for the Digital Future
The economic, media and technology landscape is dramatically changing and significantly impacting consumer behaviour. Consequently, the role of the media owner is evolving to rise to the challenge and help grab the opportunity for the advertiser.
Centre for the Digital Future, USC Annenberg School
Falling Apart or Coming Together: Media and Advertising in a Digital Era
Q&A
9.30
10.10
Digital technology is bringing unprecedented change to the media and advertising world. Many believe that most or all of the traditional media are no longer viable businesses. Deep within the change, however, we can see new models and unprecedented opportunities for new businesses developing. Broadband, metrics, and just plain ingenuity are creating the most fertile ground for real change and opportunity ever seen in the history of media.
Field and Binet examine which costs businesses should and shouldn’t cut and those marketing strategies that work more powerfully during downturns. They devote close attention to the dangers of cutting SOV and of switching budget to promotions and incentives, instead advocating a positive approach to downturns as a time of opportunity for competitive gain. They quantify the synergistic interaction of on and offline and explain why evaluating campaigns only in terms of their short-term clicks response is not enough.
Unfortunately we can't share this presentation though you can click here to purchase the full IPA report
YouGov have been exploring how consumers are responding to recession. We will present key insights from this ongoing qualitative and quantitative work - trends, shifts in attitude and behaviour - along with a consumers’ eye view of how brands and businesses can help them through the difficult times ahead.
Claimed behaviour is one thing, actual behaviour is far better. Find out how the recession is impacting what our millions of customers are really doing online. Microsoft Advertising reveals the latest behavioural insights gathered from across its extensive portfolio. Learn what opportunities that presents brands like yours who truly want to thrive.
The market insights event on Tuesday 31st March hosted by Microsoft Advertising was specifically aimed at helping you understand the latest trends and consumer behaviour in the current economic climate and the online opportunities that they present brands today. 
