Interview with Anthony Hull the Event Manager of ad:tech London. I am a big fan of the Ad:tech shows and realise that I have been to more than 10 Ad:tech show in 3 continents now.
Tell us more about Ad:tech London this year?
I believe the Ad:tech Shows are about learning and networking within your industry. I try and help make the show as interactive as possible and a great experience for everyone who comes. I work with a great team who help to make this one of the leading online marketing shown in the world.
Why come to the Adtech London Show?
• Network & share real experiences with like-minded professionals in digital marketing.
• Source the latest solutions for your marketing strategies and advertising campaigns.
• Understand how to build brands successfully online and generate measureable marketing return on investment.
• Build relationships with consumers online and maximise your customer retention.
• Investigate the latest innovations to stride ahead of the competition.
• Learn the latest industry initiatives at the FREE ad:tech seminars.
What was your first show?
My first show ad:tech London 2007. I was amazed by the sheer scale of the event and the incredible buzz on the show floor. You could walk the floor and at any given time see three or four groups of people doing business around you. I’ve spent nearly 11 years working on various different kind of events, many of them market leaders, but I’ve never worked on a show as successful as ad:tech London.
What is the biggest tip you would give to a newbie at adtech?
There’s an old-fashioned mindset that sometimes persists where exhibitors feel that once their space is booked its job done. Don’t fall into this trap. There are so many ways you can maximize your investment at a show whether it be by speaking, including press releases in the buyers guide or perhaps getting involved in the hospitality around the event. I’m lucky in that my role allows me to talk to exhibitors about any element of the show so I can take their brief and deliver a tailored package that suits their budget and maximizes their ROI. I’m also lucky that the ad:tech exhibitors are so switched on. They know how to work the floor and go home with as much business as possible.
What do exhibitors do that you wish they wouldn’t?
Sit down talking on their phones when they should be doing business with visitors!!! Seriously though, it always amazes me when you see stand staff failing to engage visitors as they approach their stand. You’ve paid to be in front of these people, talk to them! Whilst you were taking that quick phone call someone with £200k to spend on your solution could walked past. Thankfully these incidents are few and far between with the ad:tech exhibitors – they know what they’re doing.
What do attendees do that you wish they wouldn’t?
To be honest the ad:tech visitors are brilliant. They have the money to spend, they take the conversations they have with exhibitors seriously but they’re also there to learn, network and have fun so I couldn’t ask for more. Mercifully the tire kickers leave us alone!
Where do you see growth in the online field?
Every year we commission independent research to find out what our visitors will be spending money on for the next 12 months and for this year mobile and social were the frontrunners in terms of newer solutions. Interestingly though there was also a shift towards the more “traditional” techniques like email and search which is almost certainly a reflection of the economy and the visitors’ desire to use tried and tested techniques. I also think measurement is going to be incredibly important. Now more than ever marketers need to justify their investment.
What new ideas are exhibitors coming up with to take advantage of new trends?
Exhibitors realize that ad:tech London is an ideal place to launch new products, rebrand and generally tell the industry what you’re up to so you know when you go to the show that there’ll be a few surprises and stories to take home! Networking has always been important to our visitors and exhibitors so as well as finding suppliers and taking orders there’ll be parties to go to and friends to catch up with.
What do you do to improve the world?
ad:tech provides a place were where one of the fastest growing and exciting industries in the country can come together, exchange ideas and celebrate the amazing work they do. Online marketing is not only weathering the recession but growing and evolving despite it. We should support and encourage that in any way we can.
What do you do that is green?
I recycle but it’s more what I don’t do. I got rid of the car last year so it’s public transport all the way, the flat doesn’t have a garden so no hosepipes and I’m terrified of flying so I don’t do much air travel aside from business!
What is one thing about you that not many people know?
If I was a girl I was going to be called Andrea.
What’s your favorite book?
Hmmm, tough but probably the Wind-up Bird Chronicle by Haruki Murakami. It’s bewildering and bizarre but heart-warming and beautifully written at the same time. I’d recommend it to anyone who enjoys the stranger side of life. Actually, I wonder what that says about me?!
What is on your iPod?
At the moment early Streets and Dizzie Rascal are putting in a repeat performance. The new Yeah Yeah Yeahs is fantastic and I love the White Denim album. I’m in a band so I could bore you about music all day…..
What are your contact details (email, company, blog, facebook, myspace, twitter, forums, etc)?
How do you prefer to communicate?
Phone or email is fine.
Thank you Anthony Hull of adtech London. Are you going to Ad:tech London this year?