Google UK marketing head predicts rise of ‘personalisation’

Google’s UK marketing director Dan Cobley (left) has tipped “personalisation” as the big development in the internet this year. He told the Incorporated Society of British Advertisers (ISBA) conference today (February 28) that users will increasingly be able to add and change information themselves.

He added that users will begin to interact with the internet products more and will be able to make changes to programmes and tools to help improve them. “There is going to be increase of users as developers and in turn advertisers will find out more about consumer behaviour,” he said.

Meanwhile, managing director of digital media consultancy Nigel Walley, told delgates that TV is sector seeing the most innovation. He said advertisers should stop separating traditional broadcast advertising from their work for digital video on demand services.

He added: “This stuff isn’t digital, its TV. This is core media, so we should not silo technical innovation for video on demand into digital.”