LONDON, September 2 /PRNewswire/ --

- ad:tech London Research Reveals Appetite for Investment in
Online if Results are Made Clearer

The UK digital marketing industry needs to revise how it markets itself
if it is to make the most of the growing appetite for UK business investment
in online and digital marketing according to independent research*
commissioned ahead of this year's ad:tech London.

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Research of over 900 visitors to last year's show reveals that nearly
half of respondents (48 per cent) expected to assign over thirty percent of
their budget to digital marketing over the next twelve months, an increase of
nine per cent since last year. The biggest reason for this level of
investment was the fact that over two thirds of respondents (62 per cent)
believed online marketing delivered greater ROI than offline marketing
channels.

The study also demonstrates the need for greater clarity in the way
digital marketers position their services. Christophe Asselin, Event Director
for ad:tech explains, "There are clearly opportunities for marketers to
capitalise on the increasing investment by UK businesses in online marketing
however this needs to be allied with an understanding of business needs, not
marketing jargon. The language barrier has created a fracture between
traditional and online marketing and has generated frustrations amongst many
marketers who wish to integrate online within their current marketing
strategy. The research shows the demand for tangible impact upon business
growth and as an industry we need to understand that discussions about
digital marketing need to first and foremost address business goals."

"It is important that digital marketing approaches challenges by first
understanding what needs to be achieved before considering how these
objectives can be met. Many marketing strategies have been led by
technological capabilities while business sense has been forgotten. This
year's conference programme is a real road map to help marketers and decision
makers to re-align digital opportunities with their business goals."

Taking place on the 22nd-23rd September at Olympia, the conference and
exhibition has become established as the largest gathering of the digital
marketing industry in the UK (http://www.ad-techlondon.co.uk). This year's
conference programme includes the following speakers and discussions:

- Rory Sutherland, Chairman, Ogilvy UK and President of the IPA - In his
      first address as new President of the IPA, Rory will address how the 
      body intends to regulate online advertising

    - Alex Hunter, former Head of Online Marketing, Virgin Group - Alex will
      be discussing why brands should actually give a damn about their 
      customers

    - Richard Titus, CEO, Associated Northcliffe Digital - The former
      controller of BBC audio and music interactive and BBC mobile will 
      discuss how Northcliffe Digital will be adapting to improve the digital 
      experience across The Daily Mail Online

    - Thomas Gensemer, Managing Partner, Blue State Digital - A year on from
      the 2008 US election, one of its key architects will discuss what 
      British parties and brands can learn from Barack Obama's online success

    - Jacek Utko, Design Director, Bonnier Business Press CEE - Will be
      addressing the issue of the digital impact on media consumption and how
      design (not just the appearance) can save newspapers

    - Jane Nicholson, Regional Director, Tourism Queensland - will showcase
      the best PR campaign of the year leveraging social media: "Best job in 
      the world" campaign to find a caretaker for an Australian paradise 
      island

Mobile Marketing & Video Advertising Key to Growth

Research also demonstrated that this year was likely to see increased
investment particularly in mobile and online video. Investment in mobile
marketing was expected to more than double this year with 37 per cent of
marketers claiming it would be an area of investment. Similarly Video
Advertising was likely to see a 15 per cent increase in investment.

To reflect this growing interest in mobile marketing, the show is, for
the first time, hosting the Mobile Marketing Show. This new feature aims to
bring together the UK's key agency buyers, brand marketers and mobile
marketing vendors to discuss how businesses can more effectively use mobile
apps and direct response strategies.

Asselin added, "Whilst mobile marketing is currently seeing huge growth,
this is tinged with uncertainty and a lack of understanding amongst many
marketers. Earlier this year ABI Research estimated that, as new platforms
for ad-supported mobile search, video and gaming content services arrive;
mobile marketing is expected to grow over $24bn worldwide in 2013 from just
$1.8bn in 2007. This section of the show will provide practical advice on
what options are available to marketers who are looking to harness the power
of mobile marketing."

In addition, across the two day exhibition more than 120 seminars have
been streamed into topic driven areas covering: Insight and Research,
Marketing Integration and Campaign Strategy, Ad-networks, Email Marketing,
Online Video, Social Media, Targeting, Search, Web Analytics and Mobile
Marketing. Sessions have been designed to provide practical advice drawing on
the lessons from campaign case studies from brands including Coca Cola, COI,
Kuoni, and Unilever. For the fourth year running the show will also feature
the Google University, offering marketers beginner and advanced classes on
how tools such as Google AdWords can help businesses. The show is set to see
over 200 marketing service providers exhibiting from across the digital
marketing spectrum.

The full seminar and conference programme can be viewed at:
http://www.ad-techlondon.co.uk

*Vivid Interface conducted visitor research on-line with attendees and
non-attendees to ad-tech 2008. The research was conducted during October
2008. 982 visitor surveys were completed. This equates to 14% of the total
attendance**: 7,134 Including 5,718 total visitor attendance (registered)
1,416 other attendance.

** ABC audited figure

Notes to Editors:

About ad:tech London (http://www.ad-techlondon.co.uk)

Dedicated exclusively to Interactive Advertising and Marketing
Technologies such as Search Engine Marketing, Email Marketing, Mobile
Marketing and E-Commerce, ad:tech London is the only event in the UK that
gives its visitors from blue-chip companies and SMEs the opportunity to
investigate a complete range of end-to-end interactive advertising and
marketing solutions. ad:tech London is a unique opportunity for CEO,
brand/product managers, marketing directors, media planners/buyers, creative
directors, PR manager, campaign managers, agency executives and marketing
service providers to reveal latest trends and market figures, share best
practices, address industry challenges and further understand how digital can
generate results that translate directly into increased marketing performance
and ROI.

About dmg world media:

dmg world media is an international trade show producer with principal
operations across North America, Europe and Asia. dmg world media is a
wholly-owned subsidiary of the Daily Mail and General Trust plc (DMGT).
Additional information on dmg world media can be found at
http://www.dmgworldmedia.com

Contact: Cordelia Hutchinson, Exhibition & Client Services Coordinator, 
+44(0)207-420-6679, cordeliahutchinson@dmgworldmedia.com