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Internet Marketing Handbook Series

Contentswho

is the ia

b? 1

welcome to internet advertisin

g!

who can you be in online?

meet the experts – the working environmentnew media, new jargon

what’s online all about and

what can you do?welcome to internet advertisin

g! 2

what’s online all about and

what can you do?

who can you be in online? 14meet the experts – the working environment

new media, new jargon!

4

26 getting started – career advice and interview tips

getting started – career advice and interview tips 30

36

useful links

and contactsuseful links

and contacts 41

IAB Handbook: New To Online

he Internet Advertising Bureau (IAB) is the trade association for online and mobile advertising. With over 470 members, it’s run for the leading media

owners and agencies in the UK internet industry. Online is an exciting and fast-growing medium and our job at the IAB is to work with members to ensure marketers can identify the best role for online, helping them engage their customers and build their brands. Through the dissemination of research and the organisation of regular events and publications we aim to put online on the agenda of every marketer in the UK, acting as an authoritative and objective source for all internet advertising issues. Think of the IAB as a knowledge bank for everything you need to know about the online industry, and this handy booklet will provide you will the resources to kick start your career. Internet advertising has a 18.7% market share and is predicted to be worth over £3.2bn next year, so with the continuous growth of this exciting industry there’s a abundance of opportunities for graduates.

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Chapter One -

Who is the iab?

T

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New to onlineChapter two -

Kieron MatthewsMarketing Director, IAB

By Kieron Matthews, Marketing Director, IAB

If you’re reading this because you love the internet and want to get into online advertising, stop reading and look for another job!

If you absolutely love brands, you constantly think about what they are trying to say in their ads, are interested by their product extensions and debate their values in your own time - marketing might be right for you. Online advertising is not about the medium it’s delivered through, it’s about brands, tone of voice, communication strategies, selling products and inspiring advocacy. The reason online advertising is such an exciting career choice is the internet has become part of everyday lives. Some people simply can’t live without their web connection whether it’s catching up with friends, reading the news, booking a cinema ticket or even watching a film. It is this daily need for the internet that has become increasingly attractive to advertisers.

If you’re reading this because you love the internet and want to get into online advertising, stop reading and look for another job!

If you absolutely love brands, you constantly think about what they are trying to say in their ads, are interested by their product extensions and debate their values in your own time - marketing might be right for you. Online advertising is not about the medium it’s delivered through, it’s about brands, tone of voice, communication strategies, selling products and inspiring advocacy. The reason online advertising is such an exciting career choice is the internet has become part of everyday lives. Some people simply can’t live without their web connection whether it’s catching up with friends, reading the news, booking a cinema ticket or even watching a film. It is this daily need for the internet that has become increasingly attractive to advertisers.

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If you think that online advertising is just pop ups and links on Google then you have barely scratched the surface of what is possible. Behind the internet is a huge infrastructure of commercial opportunities that essentially fund the internet. Sure you can be making a banner one week, but the next you might be shooting a short film in LA for a series of sponsored webisodes. Some like to channel their creativity into the buying and planning side of media. There can be nothing more rewarding than placing relevant creative in front of the right audience and effectively delivering against a client’s brief.

Whatever you think you might like to do in the industry, please read this guide with open eyes. There are many layers and disciplines to marketing and some are more suited to people than others. When evaluating the various job opportunities don’t get drawn to the first skill set that appeals to you. Interrogate whether the skill set matches your strengths and personality. Whilst some people do change disciplines within marketing it is more normal for someone not to.

What I do know is that online is going to feature at the heart of all communications moving forward, so getting into the industry early is only going to be a good thing. As the new breed of marketers, your enthusiasm and energy for change will radically change the face of the UK advertising industry.

If you want to be a part of it, here are a few pointers which have stood me in great stead.

Live and breath brandsRead all the trade press, watch the news, debate, challenge, look at all forms of advertising regardless of the medium.

Ask questionsNo one likes to talk about themselves more than ad people, so ask questions all the time. You will come across as interested, but more importantly you will learn more.

Don’t say noIt’s very tempting to start a job and think you’re above certain tasks. The less you say no, the more you will become indispensable and the quicker you’ll get promoted.

Don’t confuse doing something with experienceJust because you’ve made a website or won a pitch doesn’t mean you’ve cracked those tasks. Experience comes with doing hundreds of them and getting quicker, smarter and cleverer at them. Gaining experience never leaves you.

StimulateThe best advertising does not come from an office or a computer screen. Travel, read, write, cook, debate and keep your eyes open and life will give you your ideas.

Whatever path you take, we are sure you’ll find something that’s right for you in online. And if you’re still not sure, get in touch with us.

Good luck!

So what can you do?

What’s online all about and what can you do?

Chapter three -

Let’s start with the basics. Online represents a mass of opportunities, and each requires a certain level of knowledge and expertise in order to make the most of the medium. At the Internet Advertising Bureau, we’re excited about each and every one of these marketing tools, and within this section have provided you with a simple guide to what’s available. For more in-depth information on these various online disciplines, please contact us to receive the many handbooks we have produced – search, display advertising, social media and affiliate marketing are just some of the topics we have covered in the past year. Or simply visit www.iabuk.net, the ultimate destination source for all online marketing information, to download your own copy.

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Let’s start with the basics. Online represents a mass of opportunities, and each requires a certain level of knowledge and expertise in order to make the most of the medium. At the Internet Advertising Bureau, we’re excited about each and every one of these marketing tools, and within this section have provided you with a simple guide to what’s available. For more in-depth information on these various online disciplines, please contact us to receive the many handbooks we have produced – search, display advertising, social media and affiliate marketing are just some of the topics we have covered in the past year. Or simply visit www.iabuk.net, the ultimate destination source for all online marketing information, to download your own copy.

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Display advertising is online’s version of a press ad, TV spot, or piece of direct mail sent to you directly. Most websites today host online display advertising, and this is how we are able to access most of the internet’s content for free. When you’re reading the news online, checking your emails, keeping up to date with your social networking presence or simply having a happy little surf, display advertising is likely to greet you every step of the way.

Display advertising continues to grow in terms of monetary investment from the marketing community. Display currently has a 19.8% revenue share in the digital media mix and was worth £333.8 million in 2008 up from £215.9 in 2006.

Display advertising can perform many roles within a campaign – back in the early days of online, creativity in this area was dominated by the trusty old ‘click here for more information’ or ‘buy now’ messages within its space. This is known as direct response advertising, and still has a definite role within marketing communications. Online is the most accountable medium in existence, therefore measuring clicks, sales and registrations is a very easy thing to do, and can definitely help justify those online budgets!

However, increasingly, online display advertising has been used to build brands, just as a TV ad would. The quality of digital is better than ever - just take a look at www.creativeshowcase.net for the proof - and many advertisers are now realising that engaging their consumers with powerful creative, and getting them to interact with ads, can be just as effective.


Display advertising and compelling content:

% share of revenues for the H1 2008

Display Solus Email Classifieds Paid for search

H1 2008 total£1,682.5m

58.3%

19.8%

21.5%

Of course, not all of your online offering will necessarily be ‘paid-for’ in terms of advertising space. Often simply the creation of compelling content in the form of a video gone ‘viral’ or campaign microsite can be enough to wow your audiences and get them to engage with your brand. Below is a simple list of the tools you can employ:

Standard Formats – these include banners, MPU’s (mid page units) and skyscrapers providing a fixed presence on a website, particularly when used in combination with rich media.

Video – video ads have become popular with advertisers and users alike as they enable TV like quality of video ads to be streamed in a truly engaging format.

Microsite – refers to an individual web page or cluster of pages often with its own url which are designed to function as a supplement to a primary website. Microsites can be reached via clicking on an ad, the user will receive access to further information on a particular service or product contained on the microsite but will stay on the publisher’s website. They can sometimes also be referenced on traditional media ads, with a campaign-specific URL.

Viral Marketing – refers to marketing techniques which rely on online word-of-mouth and people to share interesting and

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entertaining content, often flash games, videos or text messages which are sponsored by a brand with the intention to increase brand awareness. The marketing message is encouraged to be passed along through emails, word of mouth or social networks.

Advertorials – are paid editorial content provided by an advertiser usually used to promote a new product or service. They are essentially advertisements written in the form of objective editorial with the intention of looking like an unbiased news story or opinion piece.

Behavioural targeting – right product, right consumer, right time is the essence of targeting, and behavioural targeting is just one way to deliver results online. It allows advertisers to track the activity of interested browsers across multiple websites and turn them into buyers. For example if a consumer is a regular visitor to sportswear websites their details will join a large database of people with that specific interest. Online ads can then be directed at consumers who have expressed an interest in a brand or product category. The process is completely anonymous yet immediate and automated and the advertising is more relevant to consumers.

Networks – advertising networks have the reach and experience to provide a positive return on investment at every stage of the consumer purchase process, whether an advertiser’s goal is brand awareness, lead generation or direct sales. Networks are able to provide advertisers with a single point of contact while reaching a large portion of the online audience.

Email – formats range from plain text to HTML. Due to reporting metrics available email can produce high ROI and accountability through a fast and cost effective channel. However you need to be aware of the difference between permission marketing and email spam which is non targeted and less effective.

Affiliate marketing – is a working relationship whereby a merchant (online shop or advertiser) has consumers driven to it by adverts on an affiliate (third party website). If a consumer visiting the affiliate’s site clicks on an advertisement and goes onto perform a specified action (usually a purchase) on an advertiser’s site then the affiliate receives a commission. For example, Amazon.co.uk offers an affiliate scheme allowing affiliates to advertise products on their sites. If visitors to the affiliate sites then click through and make a purchase, the affiliate receives a percentage of the revenue.

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Tenancies – provide a long term strategic option for advertisers where for a fixed fee they can ‘rent’ a particular area of another site, similar to a concession in a department store. The website is often an online publisher or media owner with related content to the advertisers business. Tenancies can result in quick access to related content or services thus enhancing the user’s experience.

Search advertising

We are a nation of searchers. Think about when you are looking for something online, where do you go? Search engines are often where you begin your online session, either to take you directly to what you are looking for or to begin the research process.

Paid-for search has a 58.3% share of revenue, worth £981 million in 2008, that’s up from £531.3 million in 2006. Search should underpin all your online activity, and the ideal long-term strategy is to have high visibility on both paid and natural sides of the search results. A combined strategy of pay per click and search engine optimisation will also give the greatest chance of consumer clicks, resulting in higher click and conversion volumes.


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Search engine optimisation (SEO) – is the practice of improving the visibility of your website to search engines for keywords that are relevant to your business. The goal of SEO is to achieve good ranking in natural search results.

All online formats continue to experience growth

Natural search results - are those listings that appear at the discretion of the search engines with no charge to the listed site. These are usually the main results.

Paid for search or pay-per-click (PPC) – here search engines will guarantee advertisers a place in the search results. The order of which they appear is dependant on the amount of money the advertiser is prepared to pay for a ‘click’ on their listing. To achieve a certain position in the search results, advertisers will bid against particular keywords.

Social search – websites such as Yahoo! Answers and Wikipedia are good examples of user-generated content. Social search focuses on the content resulting from these, such as opinions, blogs, sharing, reviews and ranking.

IAB estimates for actual ad spend by format are based on samples of categorised revenue from key IAB members by PwC.

Data excludes unclassified figures.

Display Classifieds Paid for search

+16.3% +30.2%

+28.7%

215.9162.2

531.3

287.0 277.7

762.3

333.8 361.6

981.0

£ m

illion

s

H1 2006 H1 2007 H1 2008

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Social media

Social media is very much the marketing method of the moment. This is largely thanks to the proliferation of social networking sites such as Facebook, MySpace and Bebo, as well as other more wonderfully niche sites such as Angling Masters, an online community for recreational fisherman that also supports the creation of user generated internet fishing tournaments. It just goes to show, you can find literally anything you want online.

But social media doesn’t just stop there. Our job at the Internet Advertising Bureau is to show the marketing community how they can move beyond the hype, using online to talk to their consumers in engaging and effective ways. For one, we wouldn’t recommend you suggest setting up an office in Second Life at your next team meeting…

This area of internet marketing is incredibly broad, with numerous tools available within it, such as blogging and online PR, widgets and branded applications and even display advertising with a social focus. However one thing unites all these channels, the desire and ability to become a part of the online community.

User Generated Content - refers to content produced by consumers themselves. There are various types of user generated content ranging from, blogs, social networking sites, photo sharing sites, discussion boards and customer review sites. Websites based on user-generated content include Wikipedia, Trip Advisor, MySpace, Facebook, Flickr and YouTube.

Web 2.0 - is the term used to describe the next generation of online use. Complimenting UGC web 2.0 identifies the consumer as a major contributor in the evolution of the internet into a two-way medium.



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Widgets – are an emerging social networking tool and are user-intiated, therefore aimed at your target audience and completely permission based. A widget is a useful or entertaining branded application that can be downloaded and can enhance the online experience. Widgets can offer you additional or exclusive information or can enable to you to search the web, tag pages or images and share with friends. Widgets and toolbars are simple to create and execute and can be very cost effective. Online PR – the core principles are the same as traditional public relations. What makes online PR different is the wealth of vehicles through which your marketing and corporate communications messages can now travel, such as blogs, forums, the sometimes less formal (and more immediate) digital publications and other virtual spaces.

Social search (see page 9)

Mobile - mobile internet advertising is any form of advertising on a mobile device that requires the internet. This can include websites designed for phones, search engine marketing, traditional banner adverts, video adverts and ring tone downloads. It allows advertisers to connect with their audiences in an immediate, interactive and measurable way. Mobile commerce - the ability to buy online whilst using a mobile handheld device – is also a popular use of the medium.

Mobile search is significant for the usability of mobile content, as with internet search engines entries are ordered in accordance with the amount they have bid for a keyword. Most mobile phone networks offer a service that integrates content and location-based information. The differences between mobile and internet advertising are largely practical, a smaller screen size results in less space for content, slower connections mean a need for smaller file sizes. Accessed on the move, mobile internet is oftenused for different reasons, for example snippets of information such as directions, sports results and train time tables. Buying advertising on the mobile internet is similar to buying display advertising on traditional internet.



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Mobile inventory can be sold both on the CPM and cost-per-click bases. There are many opportunities concerning mobile advertising, it is personal, always on and with the user, highly interactive and has unparalled reach, and over 90% of the populations own at least one handset.

In-game advertising - creates the opportunity for real-life brands to exist wherever a gamer might see them in real life – on billboards, posters, vehicles, or television screens. In-game advertising is highly measurable and consumers can be targeted by demographic, type of game, day part and even day of week.

In-game advertising offers significant dwell-time that all advertisers crave. It’s an easy concept to grasp too, because there are parallels with both outdoor marketing and sponsorship, in that you can replicate traditional ad formats within frames. Dynamic in-game advertising exploits the power of web 2.0, enabling marketers to place their brands in front of gamers in real time, they can also update them, track them and measure their effectiveness.

In-game marketing creative should be bespoke for the games environment, to maximise the unique features in-game offers, the creative needs to be planned and executed specifically with in-game in mind.

in-game


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Who can you be in online?

Chapter four -

Digital Media – Career Advice!

By Propel, digital recruitment specialist

Welcome to the wonderful world of digital media. This guide should help you make a considered decision about your future in this rapidly growing medium. We have broken your potential future career down into four very popular sectors, and have provided information on the different job options available to you. There are a number of extremely rewarding paths that you can take, but where on earth do you start?!

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The vast majority of digital companies, be that agency or brand side, will be looking for their graduate intake to be extremely passionate about the digital space. Equipping your self with a degree in marketing (possibly with a digital slant to it) or completing some work experience in a digital agency can prove very useful when looking for a way in. Other degrees that can be extremely useful include more analytical courses such as Business Information Systems, and those concerned with human behaviour such as Psychology.

If you don’t have one of these then there is no need to worry, many graduate jobs within digital media simply require a degree from a reputable university and a shed load of drive, ambition, and interview preparation!

OK, you have the degree, you have done all the prep you can, now for the big choice; which digital media direction is right for you?

Sales

A very big part of the industry and a great way to get started, online sales can also be a very lucrative career move. Client facing and hungry grads can expect to start on £18-£20K in a sales position. Selling online advertising space into the media agencies is a popular choice for many, with advertising networks such as Adconion, Advertising.com, and Drivepm offering excellent training grounds. These are fast paced and target driven environments, where targets are continually being worked towards. They also offer the opportunity to earn good money with a successful agency sales person earning around twice their basic as OTE (on target earnings).

Alternatively, look at getting into the media sales team at an established brand. The major publishers offer excellent opportunities and training to grads in sales roles. A lot of very successful people in digital have come from a publisher sales background!

Fresh out of Uni!

By Propel, digital recruitment specialist


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Career progression can be relatively rapid in a sales environment and is generally dependent on achievement rather than hard years experience. A successful sales account executive should aim to become an account manager within 1 year to 18 months. The step to sales director is a much greater one, and most sales directors have at least 5 years online sales experience.

Advertising operations

This is an integral sector within online advertising. Online is all about measurability and if you choose to head in this direction then you will be sat right at the frontline accounting for all those millions spent on digital advertising each year! Ad Operations (or trafficking) also gives you an extremely good understanding of how digital advertising works, this can be invaluable in any future career moves.

This area is ideally suited to those grads who emerge from uni with an analytical degree, the BIS degree mentioned earlier is ideal. Trafficking positions involve reporting on the performance of online ad campaigns, pulling meaningful trends out of various sets of data that can be used to construct reports for internal teams or external clients. An ability to use Excel to an advanced level is always a bonus if you want to be a trafficker/Ad Op’s assistant.

A junior trafficker at a marketing solutions company, agency, or media owner can expect to earn between £18-£21K. After this, progression to a senior trafficker or campaign co-ordinator will follow, with those career traffickers aiming for a Head of Operations position after around 4-6 years.

Online marketing

Everyone wants to get into marketing, and this makes it tough! Getting into the marketing team at an established brand is no mean feat. Passage into these positions can take some time and nearly always requires previous experience.

Who can you be online?

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One of the best paths into a client side online marketing role is to get on to a graduate recruitment program. Most of the major brands run these, and while obviously competitive, they can offer a fantastic career path. You will need to show a real passion for the brand in order to be successful, and will have to start applying sometime in your final year of study or risk missing the intake for another 12 months. Graduate recruitment schemes generally pay quite well these days.

Another route in is via an online marketing position in a smaller company, 1 years experience in search engine marketing/affiliate/display/email can make you a very attractive candidate for those big spending brands. Getting into a smaller company can be easier and the positions more varied, giving you a invaluably broad marketing skill set.

Once you are on the marketing career path you can expect it to take you from Online Marketing Executive (22-30K), through to Online Marketing Manager (£30-£50K), to Online Marketing Director (£50K +). Pay can vary according to the organisation.

The agency world

So you have decided the agency world is for you? Soho parties, and jolly’s from the media owners. Well, also expect to work some long hours, in very demanding, but extremely rewarding roles.

The media agencies represent a major group of graduate employers in the digital industry. They will give you the opportunity to learn enormous amounts about digital as a media channel, and with increasing agency integration, an extremely important and topical understanding of how digital relates to, and interacts with, other media channels to deliver results to the client.

The vast majority of graduate positions in agencies sit within the planning and buying teams. These teams put together media schedules for clients and then go out and negotiate the purchase of the appropriate media.


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Some agencies themselves specialise in solely display/search engine marketing/affiliate/email. The career paths however remain relatively similar.

A graduate entering a media/specialist agency will go in as an account executive (£18-£20K), and work their way towards an Account Manager position (£28-£40K). Account Directors (£45-£60K) generally have upwards of 4 years experience.

The emergence of new digital channels in the age of web 2.0 also means that new positions are starting to pop up in agency land. The demand for a measurable advertising channel to be born out of the social networks for example means that agencies are continuously adapting to the nuances of the market. This can make for some very interesting career paths within this sector of the digital industry.

With a plethora of job titles out there, it can be a confusing task shifting through recruitment sites. Hopefully the job title glossary below will help make sense of the array of exciting job roles on offer in the online industry.

Roles are split into the four categories below:

• Advertiser or publisher

• Creative agency

• Media agency

• Digital specialist

Job title glossary

Advertiser or publisher

Head of ebusiness: will be in charge of the ebusiness department and will have overall responsibility for the department’s strategy and operations. Essential skills will include managing departments as well as being a confident and persuasive speaker who is extremely well versed in all areas of online marketing and web presence.

Head of Online Marketing: will be in charge of the online marketing department with overall responsibility for the department’s strategy and operations.


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Head of Search: will be in charge of the search department with overall responsibility for the department’s strategy and operations.

Head of Pay Per Click (PPC): in charge of paid search (PPC) able to manage keyword campaigns, manage the listing of key terms in search engines and optimise a website’s content and structure to make it paid search friendly. Likely to involve managing a team of PPC specialists and working closely with editorial teams. Will be in charge of establishing PPC strategy.

Head of Search Engine Optimisation (SEO): in charge of natural search (SEO) able to manage keyword campaigns and optimise a website’s content and structure to make it search engine friendly. Likely to involve managing a team of SEO specialists or working closely with editorial teams. Will be in charge of establishing SEO strategy.

Information Architect: is responsible for the organisation of files and the flow of information within a website, programme or organisation. With a website, the information architect will be required to create site structure using wireframe designs.

Online Advertising Manager: (see online campaign manager).

Online Campaign Manager: in charge of planning online campaign strategy, implementing online marketing plan and measuring against key performance indicators (KPI’s). Will need to liaise with and manage internal and external teams including design agencies and media planning agencies.

Media Planner/Buyer: planning, analysing and optimising display and affiliate activity across one or more accounts.

Search Analyst: likely to support the search manager or search team. The Search Analyst will be responsible for reviewing search traffic and other statistics on a regular basis in order to advise other members of the online team.

Search Marketing Manager: deals predominantly with paid (PPC) search campaigns and optimising keyword lists, monitor search activity and adject paid campaigns. Should at least be GAP qualified through Google. Also needs natural (SEO) search knowledge and be able to manage the PPC campaign alongside SEO.


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Programmes Manager: manages a series of projects that are linked with one another to form a programme. A programmes manager will usually manage one or more project managers.

Project Manager: responsible for managing web projects from start to finish. Due to the nature of online the projects can vary wildly but are likely to include overseeing the construction and launch of a website, microsite and

online campaign materials.

Creative agency

Creative covers a broad range of skill levels and responsibilities depending on the agency structure, output and often heritage.

Copywriter: often paired up with an art director to work as a team. Teams often work as a team to originate the idea, but fall on their individual skills as the project progresses. In online they are often paired with someone from the technical department. Some of the larger agencies have dedicated copywriters that just focus on copy.

Art Director: paired up with a copywriter to work as a team. Teams often work as a team to originate the idea, but fall on their individual skills as the project progresses. In online they are often paired with someone from the technical department.

Digital Creative: a creative that can not only originate an idea, but also has the skills to implement part or all of the solution. Usually has an understanding of Flash and HTML.

Creative: often from the traditional side of above the line (ATL) who join a digital specialist just to originate ideas that are implemented internally by the design and technical department.

Creative Director: overall responsibility of the creative department and creative output.


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Digital Project Manager: overall responsibility for the project management of the creative process. Often client facing, they are the conduit between the client and the agency team to ensure projects are delivered on time and to budget. Where there is a separate account management tier digital project managers are internally focused and support the account management team with project management.

Digital Sales Manager: will be responsible for assessing and developing new online business opportunities, starting and building working relationships with clients and managing other members of the sales team. A sales manager will also be responsible for reporting.

Digital Account Manager: often a hybrid between an account manager and a project manager. They have the ability to talk about brand communications with the client, but also have a sound understanding of project management and implementing it.

Mobile Web Designer: will usually be a job incorporated into a web designer’s job. However as mobile advertising continues to grow as a medium, mobile specific website designers will grow in number. Their job will be similar in responsibilities to that of a web designer but they will have to be aware of the differences in consumer use on mobile devices and the restrictions the technology currently presents.

Web Designer: designs the layout and look of a website and online advertising. Ideally will need to be familiar with web design packages including the latest Photoshop, Fireworks, Dreamweaver and Flash. Will also need to know how a website is constructed including the basics of HTML code, W3C usability and accessibility issues and how these affect design.

Web Developer: a web developer will know how to construct websites using one or more types of code including HTML (XHTML, DHTML, SHTML), PHP, JAVA, AJAX and more. A senior web developer will he highly capable at coding and will require a level of design skills (see web designer) and project management skills (see project manager).


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Media agency

Planner (Media): responsible for identifying media insights and developing a media strategy that is presented to advertisers. More often planners are digital specialists but increasingly agencies are repositioning to offer up

intergrated planning skills.

Digital specialist

Account Manager/Director: client facing and largely responsible for servicing the clients needs in terms of taking the brief, management of the process at the agency and presenting work back to the client. Most digital agencies employ a hybrid of account management and project management.

Project Manager: larger agencies have an account director / account manager structure though a majority of agencies favour a project manager (PM) route. Project managers tend to be a hybrid of a client facing account manager and a specialised project manager. Project managing a digital project is much more in depth and hands on than TV or print. Therefore it is sometimes very beneficial to utilise a specialist skill even on a freelance basis so that the sequence of events in a project are not put in jeopardy. The skills shortage often reported is largely down to recruiting great digital specialists that also have that depth understanding of brands and their marketing.

ActionScripter: an ActionScripter specialises in scripting ActionScript language in Flash to control its movies and the objects within those movies. If you want to do anything interactive in Flash, you’ll need to use ActionScript. It allows you to execute different actions in a movie depending on what a user does or on what frame of the movie is being played within Flash. They are a specialist type of person and can write code that makes the impossible possible. Therefore an agency is lucky to have one full time as they charge a premium on the freelance circuit.

Coder: even a small agency will have a Flash developer, HTML coder and a database expert. Database refers to the use of databases running the


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content on sites and within games for instance, not peoples’ data. There are hybrid experts available that can do a mixture of these skills.

Digital Creative: tend to be experts in Photoshop, Flash and sometimes HTML. There are numerous university courses available now so there is a steady influx of keen personnel, though again the industry does suffer from brand experience. The reason they tend to have these skills is unlike traditional agencies, a digital creative will often create the idea they have thought of. If a creative says they’d like to melt the home page of Google, it will be them and a team that will do it. Digital production is done in house.

Group Account Director: has the responsibility for more than one account with account directors reporting into them.

Head of Art: overall responsibility for sourcing art services (animation, illustration, video etc) for the agency’s creative input. Often responsible for continued inspiration for the creative department.

Planner: digital planning broadly covers 3 disciplines: 1. Consumer planning; 2. Information architecture or information design; 3. Usability. Good planners have all these skills in some form or capacity, but it is not uncommon to resource a dedicated skill set depending on the project. Bigger agencies have a body of planners to cover off these areas full time.

Usability Specialist: importance in usability is increasing and while this expertise is usually part of web developer and wed editor roles, independent usability roles are now common place in large agencies. A usability specialist will have excellent knowledge of website information architecture and the way in which consumers use and access the internet. This role will at times be highly technical and a background in web development will be incredibly important.

Video: increasingly agencies are bolstering their internal skills by hiring people that have video skills ranging from filming, directing, editor, sound and special effects or after effects. This allows a majority of the creative assets to be created in-house rather than outsourcing to productions companies.


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Once you’ve decided the role for you, where do you fit in within an agency, be it media or creative? What’s what and who goes where? These generic structures will hopefully answer some of those questions.

Common structure of a media agency

CEO

MD/Deputy MD

Client servicedirectors

Comms Planning/Client service

teams

Strategistsand research

teams

DigitalDirect

Search and Interactive

Broadcast andPress teams

Implementationalplanning & buying

SponsorshipSports marketing

RetailRegional

Head of tradingBroadcast/Press

Managing PartnerInteraction

Specialist servicesHead of strategy



Partner

ManagingDirector

Account Management Department

• Managing Partner

• Board Accounts Directors

• Group Accounts Director

• Accounts Director

• Producers

• Project Managers

Technical Department

• Technical Director

• Associate Technical

Director

• Innovation Director

• Technical Manager

• Technical Developers

• Software Architects

Planning Department

• Planning Partner

• Planning Directors

• SEO Planner

• Account Planner

• Information Architects

• Social Media Planners

Creative Department

• Creative Partner

• Associate Creative

Directors

• Art Directors

• Designers

• Copywriters

• Motion Graphic Designers

• Video & SFX Experts

IA Department

• Information Architects

TechnicalDirector

Head ofIA

CreativeDirector

Planning Director

Common structure of a creative agency

25

Meet the experts -the working environment

Chapter five -

26

What does a Creative Director actually do? What exactly is required of a Planner? Not sure about which path you would like your career to take? Hopefully these real life accounts from industry professionals will give you an idea of what its really like in the online world.

What does a Creative Director actually do? What exactly is required of a Planner? Not sure about which path you would like your career to take? Hopefully these real life accounts from industry professionals will give you an idea of what its really like in the online world.

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“Becoming an ad operations executive is a perfect way to begin a career in online marketing. For us, the emphasis is on ensuring our client’s campaigns run as expected and the agreed target is hit, this includes advertising the right products to the right people, with inventory allocated to the correct publisher. I work closely with the sales team to make sure that we are able to deliver on bookings made and that they have all the information they need to sell to the client.

“There is never a typical day, the variety of our clients and their expectations ensure we have to be on our toes! My role insists that I am able to cope in a pressured environment and good organisational skills are a must, keeping track of everything can be hard work at times and it is our job to stay on top of everything and provide a successful campaign for the end user.”


“I often describe my choice of career as the best job in the world. I get to do the things I love, create beautiful things with talented people, solve

creative problems for brands that everyone has heard of, and receive recognition from my industry peers. My start in digital came from

spreading the word, getting involved with projects, in thinking up ideas and not taking ‘no’ for an answer. Thankfully there

is no typical day although I do try to start each morning feeling fresh and invigorated, so I can spend time with my teams helping to coach and nurture infant ideas into fully formed masterpieces. I’ll always have the odd meeting to attend, but it’s important I get time to think, talk with colleagues and to scribble. I can often be found having a sneaky look online for the latest news and ideas around lunchtime.There is no

set way to be a creative, you just have to get on and do it. Passion and talent for your work, being able to

see the world through other’s eyes, never giving up and the ability to work as part of team are key.”

Simon Gill, Group Creative Director, LBi

Tanja Mueller, Head of Ad Operations, Unanimis Consulting Limited

“I became a Digital Media Planner having been a Campaign Coordinator and then a trainee planner. My main duty as a

Digital Media Planner is the effective media planning based on analysis of website capabilities and demographics, ‘Media Insight’ reports, response data and stakeholder feedback. I am also responsible for the trafficking of inventory, optimisation of website performance and administration of a list of online accounts.

To perform in this role you need to be highly motivated because of it’s ever-changing nature and the number of

campaigns we are likely to get involved in on a day by day basis. A strong attention to detail, as well as excellent

organisational/time management skills are necessary to ensure that work is prioritised appropriately and is completed

accurately. Negotiation, relationship building and research skills are also keys success in this role.”

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I became Web and Digital Marketing Manger at the Drinkaware Trust in September 2008 after 4 years at the IAB as Content Manager. Drinkaware aims to promote responsible drinking and find innovative ways to challenge the national drinking culture and tackle alcohol misuse. It is my role to try and do this by reaching all those people who are online with a beer in their hand, for whom the threat of electrocution is but a spillage away. A typical day is hard to pin down. Keeping the website in check, until we appoint a web editor is a daily responsibility, as is managing our Adwords activity. In my first few weeks I was charged with relaunching the site and delivering a display campaign to support our

Ben Butler, Web and Digital Marketing Manager, The Drinkaware Trust

Shelley Crowther, Digital Media Planner, TMP Worldwide

Meet the experts - the working environment

29

“I joined Milkround Online in September 2006 as a Support Executive helping out the sales team, I then moved into the role of Sales Executive in September 2007 after taking over my own small pot of clients in June 2007.

My role is within the renewals team, managing the accounts of more than 100 existing and past clients, ensuring that they utilise our most relevant online advertising services to meet their graduate recruitment needs and objectives. I tailor our services into individual packages for each client and monitor the response they receive throughout their campaign to ensure that they get the best return on their recruitment advertising spend.

Strong relationship building skills are needed to ensure that the client is heard, that their needs are met, that their expectations are constantly exceeded, and that their experience of using Milkround is positive. Organisational and team work is also necessary to ensure everything is executed at the right time and nothing is overlooked.”

Natalie Kaffa, Sales Executive, Milkround Online

Autumn ‘recycling’ activity. It was then straight onto promoting a festive moderation message for the party season. These two campaigns have seen me forge some good agency relationships and highlighted the importance of the briefing process. Recent days have seen my thoughts turning to delivering a strategy for Drinkaware’s online activity for 2009 and beyond. The scope for using digital to encourage consumers to actively engage in their alcohol consumption is vast, but of course, side-stepping the potential nanny-state banana skin presents an ongoing challenge... And yes I am aware of my drinking.


Getting started – career advice and interview tips

Chapter six -

By Milkround Online

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By Milkround Online

Your single most important marketing tool is your CV and it draws attention to your key skills. When applying for popular jobs and graduate schemes, it is highly likely your CV will be one of many, possibly hundreds, that a recruiter or consultant has to read through so it must make an immediate impact.

If you are applying for your first job after graduating, education is likely to be your strongest selling point and therefore it is this that should come first. Consider what you performed well at during your course that is relevant to the position for which you are preparing your application. For example, if you want to be a web designer, draw attention to any creative tricks and elements which are specific to your course and how you utilised them in your work.

You may have had the chance to gain some relevant experience at university, on an internship, placement or on part time work. If this is the case, put details of this and your achievements ahead of your education details as it will give you the edge on fellow candidates lacking industry exposure. If you are switching from another industry to online, consider your key transferable skills from previous jobs as these could prove attractive traits to potential employers.

Examples of key selling points you will want to include are working for a well-renowned employer, good experience in a particularly rare skill set, size of projects and particularly relevant qualifications. Since online work involves so much contact with technology, it is also wise to include a comprehensive and clear summary of the IT applications and systems you have worked with. Highlight your knowledge of key marketing tools such as web 2.0, mobile, using examples where applicable. Keep up to date on industry related topics.

• How to write a successful CV

By Milkround Online


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All good CVs are simple, succinct and logically structured to enable any reader to find the information they require within seconds. Consequently, sentences need to be short, factual and to the point. Be self-analytical and clear about yourself and what your main selling points are compared to other candidates. Problem solving is very important in all career areas. Define your problem solving skills, relating them, as far as possible, to your job target.

As a checklist, the most common contents include: personal details, education and qualifications, work experience/responsibilities, achievements, appropriate extra-curricular activities, skills and interests and any other aspects you feel will give you an edge over the competition.

• How to present yourself online

Social networking has changed the way recruiters can go about finding the right people for their jobs. Sites such as LinkedIn (www.linkedin.com) and Xing (www.xing.com) mean you can give yourself an online profile which will act as a CV while also network with fellow professionals. These are ideal for having a space on the web where your achievements are kept up-to-date and should be referenced on any CV you send to an employer. Online recruiters will look favourably on candidates who have taken the time to create a profile: but they may also do a little research you might want to be careful to protect.

Sites such as MySpace, Facebook and Bebo are effective for keeping in touch with friends and sharing photos, videos and banter, but be sure to clean up your profile when job hunting! It’s surprising what a recruiter can find out if they need to once something goes online so take heed and don’t let a picture of you pouring a pint over a friend’s head affect your career opportunities!

Looking/researching online

As online companies will nearly always have a website, use this to your advantage. When applying for a job with a firm, visit their site for any additional information you can use to add to your application. Referencing the mission

Getting started - career advice and interview tips

33

statement, showing knowledge of how the company works and where you see yourself fitting in to future projects mentioned on the site are all ways of showing your enthusiasm for the role – just be sure to keep your part within the job description.

If there is an employer you would particularly like to work for but do not have any specific vacancies you feel are suitable, do not be afraid to visit their website to see how you might fit in and compiling a speculative application with reference to this and how your skills match up. Although it is likely you will face a letter of rejection, by showing your direct interest and a keenness to work for one employer could see you getting a call at a later date when the right job becomes available, or even see you called in for an interview there and then.

Work experience

Employers always value relevant work experience for a job extremely highly so if you want to give yourself the best possible chance of getting a role, get out there and gain hands-on experience wherever you can. If you are making the switch to online, check whether your current set of skills match up to the role you want. Be prepared to take on a trainee role or unpaid work in order to get the experience you need to really get ahead in the industry.


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• Interview tips

from Kieron Matthews, Marketing Director, IAB

There are countless resources online that provide you with advice on how to ‘win’ an interview but here are a few tips which might stand you in good stead when going for a job in digital.

Be prepared

There are 3 essential things to do before your interview.

1. Research the company you are going to – obvious. Their company website can help you here, but this is only part of it. Google the people/work on the website (especially the interviewer) and gather as much information as you can about the company and their culture. Have an opinion about at least 2 of their pieces of work or media strategies – don’t be afraid to ask questions about them.

2. Research companies in the same field. Look at their immediate competitors and have comments on the work of other companies. Prepare at least 2 examples.

3. Read the job description and make sure you have answers for every single element of it. The easiest way to do this is to highlight every detail and make sure you have answers prepared, even if you don’t have the experience. If they want someone who understands the FMCG market (and you don’t) research it thoroughly.

Getting started - career advice and interview tips

35

Never say, “I only know what I read on your website” even if it’s true. Ask around, draw conclusions and read the trade press.

Never say, “I haven’t had time to find out about you.” Even if you stay up until 5am there is absolutely NO excuse for not researching the company you are going to. All it says is – I’m not interested in you.

Be on timeRemember it’s better to arrive 40 minutes early than 2 minutes late. Even if you sit in a coffee shop opposite, NEVER be late.

Be inquisitiveAsk questions – people in advertising love to talk. There is nothing wrong in having a list in front of you – don’t feel you are holding people up, this is as much your interview as it is theirs.

Be honestNever lie in an interview. Employers prefer honesty.

Be keenAlways follow your interview with either a letter or an email saying how much you enjoyed it and how keen you are to progress further, even if it’s not true. It’s better for your confidence to have a number of potential jobs on the table, rather than just one. You may enjoy the second interview more.


New media, new jargon!

Chapter seven -

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Every industry is full of bemusing jargon and lingo, and the online industry is no different. This handy jargon buster will help you impress!

Every industry is full of bemusing jargon and lingo, and the online industry is no different. This handy jargon buster will help you impress!

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Ad Serving – Delivery of online adverts to an end user’s computer by an ad management system. The system allows different online adverts to be served in order to target different audience groups and can serve adverts across multiple sites. Ad Technology providers each have their own proprietary models for this.

Affiliate Marketing – An affiliate (a web site owner or publisher), displays an advertisement (such as a banner or link) on its site for a merchant (the brand or advertiser). If a consumer visiting the affiliate’s site clicks on this advertisement and goes onto perform a specified action (usually a purchase) on an advertisers site then the affiliate receives a commission.

Avatar – A picture or cartoon used to represent an individual in chat forums, games or on a website as a help function.

Bandwidth – The transmission rate of a communication line- usually measured in Kilobytes per second (Kbps). This relates to the amount of data that can be carried per second by your internet connection. See also Broadband.

Banner – A long, horizontal, online advert usually found running across the top of a page in a fixed placement. See also Universal Advertising Package, embedded formats.

Behavioural Targeting – A form of online marketing that uses advertising technology to target web users based on their previous behaviour. Advertising creative and content can be tailored to be of more relevance to a particular user by capturing their previous decision making behaviour (eg: filling out preferences or visiting certain areas of a site frequently) and looking for patterns.

Blog – An online space regularly updated presenting the opinions or activities of one or a group of individuals and displaying in chronological order.

Button – A square online advert usually found embedded within a website page. See also Universal Advertising Package, embedded formats.

Buffering – When a streaming media player saves portions of file until there is enough information for the file to begin playing.

Click-through – When a user interacts with an advertisement and clicks through to the advertiser’s website.

CTR (click-through rate) – Frequency of click-throughs as a percentage of impressions served. Used as a measure of advertising effectiveness. See also impression, click-through.


Contextual Advertising – Advertising that is targeted to the content on the Web page being viewed by a user at that specific time.

Conversion Rate – Measure of success of an online ad when compared to the click-through rate. What defines a ‘conversion’ depends on the marketing objective eg: it can be defined as a sale or request to receive more information…etc.

CPA (1-Cost per Action) – A pricing model that only charges advertising on an action being conducted eg. a sale or a form being filled in.

CPA (2-Cost per Acquisition) – Cost to acquire a new customer.

CPC (Cost per Click) – The amount paid by an advertiser for a click on their sponsored search listing. See also PPC.

CPM (Cost per Mille) – Also known as Cost per Thousand. Online advertising can be purchased on the basis of what it costs to show the ad to one thousand viewers (CPM). It is used in marketing as a benchmark to calculate the relative cost of an advertising campaign or an ad message in a given medium. Rather than an absolute cost, CPM estimates the cost per 1000 views of the ad (Wikipedia definition).

Embedded Format – Advertising formats that are displayed in set spaces on a publisher’s page.

Expandable Banner/Skyscraper - Fixed online advertising placements that expand over the page in the response to user action eg: mouseover. See also Rich Media.

Flash – Web design software that creates animation and interactive elements which are quick to download.

Flash Impression – The total number of requests made for pages holding flash-based content by users of that site in the period being measured (ABC Electronic jargon buster definition).

Impression – The metric used to measure views of a webpage and its elements- including the advertising embedded within it. Ad Impressions are how most online advertising is sold and the cost is quoted in terms of the cost per thousand impressions (CPM).

Interruptive Formats – Online advertising formats that appear on users’ screens on top of web content (and sometimes before web page appears) and range from static, one-page splash screens to full-motion animated advertisements.

Interstitial Ads – Which appear between two content pages. Also known as splash pages and transition ads.

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IPTV (Internet Protocol TV) – The use of a broadband connection to stream digital television over the internet to subscribed users.

Microsite – A sub-site reached via clicking on an ad. The user stays on the publisher’s website but has access to more information from the advertiser.

MPU (Multiple Purpose Units) although interpretations may vary – A square online advert usually found embedded in a web page in a fixed placement. Called ‘multiple purpose’ as it is a flexible shaped blank ‘canvas’ in which you can serve flat or more interactive content as desired. See also Rich Media, Universal Advertising Package.

Overlay – Online advertising content that appears over the top of the webpage. See also Rich Media.

Pre-roll – The name given to the adverts shown before, or whilst an online video is loading. There can be more than one and although they all vary in length, they average 21 seconds in duration.

Rich Media – Is the collective name for online advertising formats that use advanced technology to harnesses broadband to build brands. It uses interactive and audio-visual elements to

give richer content and a richer experience for the user when interacting with the advert. See also Interstitial, Superstitial, Overlay and Rich Media Guidelines.

Rich Media Guidelines – Design guidelines produced by the IAB for effective use of Rich Media technologies in all forms of internet advertising. They aim to protect user experience by keeping them in control of the experience eg: encouraging clearly labelled close, sound and video buttons.

Sales House – An organisation which sells advertising on behalf of other media owners. These sales houses typically retain a percentage of the revenue they sell in exchange for their services. These organisations may combine a number of websites together and sell them as different packages to advertisers.

Skyscraper – A long, vertical, online advert usually found running down the side of a page in a fixed placement. See also Universal Advertising Package.

Solus Email Advertising – Ahere the body of the email is determined by the advertiser, including both text and graphical elements, and is sent on their behalf by an email list manager/owner. Solus email advertising is conducted on an opt-in basis where the recipient has given their consent to receive communications.


Sponsorship - Advertiser sponsorships of targeted content areas (e.g. entire website, site area or an event) often for promotional purposes.

Streaming Media - Compressed audio/video which plays and downloads at the same time. The user does not have to wait for the whole file to download before it starts playing.

Superstitials - A form of rich media advertising which allows a TV-like experience on the web. It is fully pre-cached before playing. See also Rich Media, Cache.

Tenancy - The ‘renting’ out of a section of a website by another brand who pays commission to this media owner for any revenue generated from this space. EG: dating services inside portals or bookstores inside online newspapers

Universal Advertising Package - A set of online advertising formats that are standardised placements as defined the by the IAB. See also banner, skyscraper, button, MPU and embedded formats

Unique Users - Number of different individuals who visit a site within a specific time period.

User Generated Content - Online content created by website users rather than media owners or publishers - either through reviews, blogging, podcasting or posting comments, pictures or video clips. Sites that encourage user generated content include MySpace, YouTube, Wikipedia and Flickr. See also blog, podcast

Viral Marketing - The term “viral advertising” refers to the idea that people will pass on and share striking and entertaining content; this is often sponsored by a brand, which is looking to build awareness of a product or service. These viral commercials often take the form of funny video clips, or interactive Flash games, images, and even text.

Web 2.0 - The term web 2.0 - with its knowing nod to upgraded computer applications - describes the next generation of online use. Web 2.0 identifies the consumer as a major contributor in the evolution of the internet into a two-way medium.

Wiki - A wiki is a type of website that allows the visitors themselves to easily add, remove, and otherwise edit and change some available content, sometimes without the need for registration.

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Useful links and contacts

Trendspotting: www.trendspotting.com - gives you deep-and-yet actionable insights into the new values and circumstances of your current and future customers, identify new business opportunities, assisting you to position your organization for the future.

Slideshow.com: www.slideshow.com - a safe, secure platform to Share, Connect, Publish!

Getting you into advertising: adgrads.blogspot.com - blogs from the industry.

Google Reader: www.reader.google.com – checks your favourite news sites and blogs for new content

Media Guardian: www.guardian.co.uk/media - latest news and analysis on advertising & marketing, press & publishing, TV and radio plus media jobs.

Don’t tell my mum I’m in advertising - she thinks I play piano in a brothel – a facebook group - perfect for finding what others are up to, tips and advice on interviews, even the most important dilemma of what to wear!

Campaign: www.brandrepublic.com/campaign - a lively mix of news, analysis, features and comment, the magazine spans the gamut of advertising, media, direct, digital and marketing communications.

NMA: www.nma.co.uk/Home/Default.aspx - NMA is the UK’s only weekly magazine covering the business of interactive media: the internet, wireless internet and interactive TV.

Marketing Week: www.marketingweek.co.uk - Marketing Week is the UK’s leading magazine for professionals working in marketing, marketing services and media.

Sites you should visit…catch up with all the latest industry news and keep up with all the new trends and gossip. Websites, blogs, social networking groups there’s a whole bunch of online resources you can tap into to help you in your search for the perfect online job!

Sites you should visit…catch up with all the latest industry news and keep up with all the new trends and gossip. Websites, blogs, social networking groups there’s a whole bunch of online resources you can tap into to help you in your search for the perfect online job!

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Slideshow.com: www.slideshow.com - is the world’s largest publisher of social entertainment applications. They offer people the ability to engage and have fun with one another using the relationships they’ve already developed on social networks like Facebook and MySpace.

IPA: www.ipa.co.uk - Institute of Practitioners in Advertising, is the UK’s leading trade and professional body for advertising, media and marketing

New York Times: www.nytimes.com - The New York Times is an American daily newspaper published in New York City. Its motto, as printed in the upper left-hand corner of the front page, is “All the News That’s Fit to Print.”

Media Guardian: www.guardian.co.uk/media - The Guardian newspaper, of which guardian.co.uk is its online presence, has a long history of editorial and political independence.

Chartered Institute of Marketing: www.cim.co.uk - The Chartered Institute of Marketing is the leading international professional marketing body with some 50,000 members worldwide.

Training courses

e-consultancy: www.e-consultancy.com - E-consultancy run a series of internet marketing courses, seminars and training away days. Courses are available through either in-company training or through our extensive public access courses which offers flexible access to the latest internet marketing techniques and ideas.

CIM: www.cim.co.uk - Are the leading international body for marketing and business development, offering professional accredited qualification in various areas of marketing

IDM: www.theidm.com - Europe’s leading skills and qualifications provider for direct, data and digital marketing professionals.

Digital Strategy Consulting: www.digitalstrategyconsulting.com - Hold more than 40 one day specialist courses for teaching digital marketing and media. Covering topics ranging from marketing best practice for search engines to learning about email campaigns and how marketing with blogs works to internet advertising techniques. There are orientation courses for newcomers to learn the basics.

Useful links and contacts

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on to a new level for both employees and employers by identifying talented media people.

www.enhancemedia.co.uk - Special- ise exclusively in online recruitment and selection.

www.thegardenpartnership.com - Represent both permanent and freelance across all levels and disciplines within the advertising industry.

www.thetalentbusiness.com - We are the world’s leading champion and provider of marketing communications talent at all levels, everywhere.

is the first online recruitment agency specialising in online jobs in the travel industry.

www.mediacentrix.com - passionate about interactive marketing and the effective use of digital media channels to communicate.

www.chinwag.com - The Chinwag community is a focal point for digital media practitioners in the UK and beyond.

www.propellondon.com - Specialists in recruiting new media candidates.

www.ecomrecruitment.com - Ecom offers 4 specialist teams dedicated to your digital recruitment needs www.pages.workstation.co.uk - Specialist recruitment for design and production, digital, strategic, project management, presentations, creative services, marketing and editorial - freelance permanent and temp.

Recruitment Agencies, a good place to start

ww.dot-gap.com - Taking recruitment

www.puregenie.com - Puregenie is


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Milkround.com is first for graduate careers with 1,000s of internships,

placements, graduate jobs & schemes from across the spectrum of industries.

The website also features details of recruitment events, employer presentations,

career advice and insightful guidance. Register with Milkround.com to receive

personalised email job alerts.

Milkround.com was ranked the number one graduate recruitment website in

the UK Graduate Careers Survey 2008.

Visit iabuk.net where you can download any one of our publications here are

just some of the handbooks and reports we produced in 2008

Search Marketing

Social media

Movie marketing

Affiliate marketing guide

Online marketing guide

Guide to online display advertising

Vertical series: Finance, Automotive, Travel, FMCG and Retail

Regulation

The IAB also run over 50 events a year, ranging from conferences, seminars,

debates and workshops with key presentations from some of the principal

thought leaders in the industry.

The research and case studies area of our site holds a plethora of key industry

knowledge. If you have any research or general queries about the interest or

the IAB email [email protected]

Acknowledgements

design & artwork by - Peter Gonzalez evolve-ddm.co.uk

Acknowledgements

Internet Marketing Handbook Series

Internet Advertising Bureau

14 Macklin Street, London WC2B 5NF

tel: +44 (0)20 7050 6969 • fax: +44 (0)20 7242 9928

email: [email protected]

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