On 25th and 26th of May, IAB Europe will host its flagship event Interact in Madrid. In partnership with IAB Spain, we will be hosting two days of keynote speeches, panel discussions, and networking opportunities. From the attention economy, CTV, and retail media, through to premium publisher’s advertising models, sustainability, the latest policy and regulatory developments, and more, no stone will be left unturned as we take a deep dive into the next era of digital advertising.
In the run-up to the event, we will be introducing you to some of the leading speakers that will be discussing and debating how we can Drive the Next Digital Decade.
We are pleased to introduce Anthony Crocker, Head of Commercial Success Strategy at The Telegraph.
Q. Firstly, thank you for supporting Interact 2022, we are really looking forward to your keynote on the Premium Publisher Advertising model. Is there anything else on the Interact agenda you are particularly interested in hearing more about?
I’m looking forward to hearing more on the industry's efforts to drive sustainability – it is undeniably the biggest priority for all of us.
On a personal note, having studied three year’s worth of data to help deliver industry-beating attention for Telegraph advertisers, I am keen to see how other publishers are approaching effectiveness and how we might be able to work collaboratively to establish better benchmarks for campaign success.
Q. Can you give us a little insight into your keynote? Why is the premium publisher business model so valuable to digital advertising?
When The Telegraph embarked on its subscription-first strategy we looked very closely at how advertising could share the space responsibly with our quality journalism to enhance our paying subscriber's experience and boost effectiveness. My keynote will explore the learnings we have made over the past three years and how our approach is delivering stronger brand outcomes throughout the purchase funnel.
Q. Now, a bit more about you -. Can you tell us a little bit about your role at The Telegraph?
I have always been passionate about helping brands understand not just what happened with a campaign, but the how and the why.
When I moved into the digital innovations team my task was to rethink our reporting and optimisation metrics and ensure they were fit for purpose demonstrating the value of a premium subscription environment.
It’s been fantastic to see the ideas we had back in 2019 now forming a fundamental part of The Telegraph's approach to delivering a quality ad experience, crucially feeding insights back into the business that ensure the ongoing development of best practice.
Q. What has been your career highlight this year?
Winning Product Development Team of the Year at the AOP Digital Publishing Awards was a huge highlight. The judges' comments that we were “delivering for the benefit of the industry, creating a better media experience for readers and advertisers” completely matched our ambition: to make changes that would have a positive impact for industry, not just ourselves.
Q. And who is Anthony outside of work? What are your passions, your wind-down activities?
I’ve lived in London for nearly 20 years and I am still astounded at the sheer variety of art, theatre and live music that is available – there really is something for everyone and something that will challenge your perception of the world as you know it.
My ideal day would be hitting a gallery, a delicious dinner somewhere relaxed and casual followed by a live show that has me on my feet till the early hours!
Q. We hope you are excited to head to Madrid, we definitely are! Do you have any other travel plans this year?
This will be my first time visiting Madrid so I am incredibly grateful for the opportunity!
There is a huge backlog of travel plans from 2020 I am still working my way through including Barcelona, Seville, Florence and Lake Como. I’d also like to spend some more time in the States as I have friends there.