"The future is here it is just unevenly distributed." The industrial revolution is underway and the forces of change include a paradigm shift for communications. In the next 10 years, the Internet of Things and Artificial Intelligence will dramatically alter manufacturing, energy, agriculture, transportation and other industrial sectors of the economy which, together, account for nearly two-thirds of the global gross domestic product (GDP). The consumerization of the IoT is connecting places, machines and people, blurring the lines of physical and digital and delivering new consumer experiences.
From visual, touch and haptics to conversation to brain interfaces the IoT and AI is fundamentally transforming how people will engage with brands through new rituals and interactions. The future is within sight, and you don’t need to imagine what’s already there. What will you do? Allow the moment to pass or lead the communications revolution with enduring ideas that connect people to brands?
In the "Post-Advertising Era," if you're not digital-first, then you need a digital transformation. Re-imagining your use of data and technology to activate and deliver outcomes is no small feat. So what does a digital transformation really mean, and how does it take shape in the day-to-day work? In this Keynote session, you'll hear how even live sports aren't immune to today's post-ad attitude - cord cutting is rampant, viewers are watching when and where and how they want to, and even the very definition of "fan" is changing. Enter Heidi, who's taking her deep expertise and experience in the digital-first world to give the NHL - a 100-year-old brand - an edge. She'll share strategies, insights, and learnings on how she works through the challenges of a 31-team network to engage with new fans, as well as activate loyal ones.
This session is followed by a visit from special guests!
In this world of technological advances, mission is a key ingredient for making your brand meaningful and to generate a strong buy-in. If you want to be esteemed for both your product as well as what it stands for, Corporate Social Responsibility is table stakes. Some of the best premium brands in the world know what they stand for, how to share it, and who to share it with to create desire. As CMO of NHL, Heidi Browning has oversight of the NHL’s Social Responsibility Department and all League cause marketing initiatives including Hockey is for Everyone, Hockey Fights Cancer and NHL Green.
Die hard hockey fan, ad:tech advisor, and CMO of LUMA Partners, Gayle Myers will sit down with Heidi, along with two retired NHL players who are actively engaged with the NHL’s (and their own) charitable initiatives: Hall of Famer, Pat Lafontaine – one of the top 100 players of all times, and Kevin Westgarth – a 2012 Stanley Cup winner. In this quick-fire interview, you’ll learn how they’re working together to create impactful, authentic programs in the communities they serve.
The ad industry’s hottest tech companies lay it on the line in a 60-second pitch, during ad:tech "Shark Tank." Rockstar madtech partners will each step up to the main stage for a minute-long pitch, showcasing why they should be working with you. The audience will pick the best performance, and the winner will score some one-on-one time with Heidi Browning, the CMO of the National Hockey League.
With the rise of next-gen technologies brands can now market themselves and engage with their consumers in ways they could not have imagined before. How must storytelling evolve for these new platforms with greater consumer accessibility? What does the next wave of content and entertainment look like, and how and where do advertisers and marketers fit in in the long run?
Data is the new cost of entry. It allows advertisers to effectively reach and connect with their targeted audience. And the rise of automation has exponentially increased the potential for that data personalization and efficiency across the omnichannel ecosystem. Data-driven consumer insights and emerging digital technologies will continue to drive better engagement, customer experience, and growth. Publishers, marketers, and everyone in between understand that data is what makes the world go round. So what’s your data strategy?
How are brands using next-gen technologies to introduce new products, speak to individuals, and provide experiential and visual storytelling to their customers? In this session, you’ll hear creative examples of how an iconic brand uses Faceook Live, Chatbots, VR, and more to connect and engage their consumers.
The future of marketing transformation is powered by artificial intelligence (AI), multi-core computing, and natural interfaces creating the next frontier of customer experience management (CXM). It’s beyond modern marketing. Machine learning and AI allow us to analyze a vast universe of data signals across actions, preferences, sentiment, and interests to create intelligence-driven insights for how brands take the next step. In this session Grad Conn, General Manager & CMO, Microsoft U.S.A. will talk about how we use machine learning today to power sales and marketing recommendations based on propensity to drive next logical action to nurture prospects from opportunity to sale.
Customer attention is fleeting. Information is consumed faster than ever before. With the rise of seconds-long storytelling on platforms like Snapchat, brands must find different ways to get their point across quickly. The convergence of content + production + technology + ad tech + data has created a new model for creative concepting, where marketers must generate channel-agnostic creative frameworks that exploit the constraints of technology against the consumer ecosystem. Quantifying the value of brand, influencer and user generated content is also key to success. On top of - or because of - this melding of tech and creative, the content creation model has been turned inside out. Clients are demanding more, and agencies are having a hard time keeping up. So, how and by whom will content be created and executed in the future? In this session, a firm believer that technology is human first, will share:
- How you need to think about content holistically
- Creative within the data, content, and technology collision
- What’s the model of the future?
People-based marketing represents an industry shift from targeting devices to connecting with the right people at the right time, with the right message. Data is the new cost of entry. It’s helping us develop a deeper understanding of people than we’ve ever had. And we’re applying that insight to bring highly personalized experiences to our audience where they live and serve them ads that might actually affect what they buy. With people-based marketing, brands can reliably reach their relevant customer in a meaningful moment, and measure the reach and ROI of their message. And that connection to their audience will become increasingly seamless and intuitive across devices. Join this session to learn how data-driven consumer insights and emerging digital technologies will continue to drive better engagement, customer experience, and growth.
“It’s the end of TV as we know it!” “Cable is dead!” “YouTube, Netflix and cord-cutters are taking over!” Those may be the headlines, but the reality is a bit more complex. People are watching more TV than ever - it’s just the method of delivery and the creators of the content that are drastically changing. It’s easier than ever for customers to access content on whichever device they choose. And technologies are allowing new ways to address audiences with advertising. How will video content, distribution and monetization evolve? We’ll discuss:
- New opportunities to innovate around the consumer experience
- The future of TV and cross-platform video advertising
- The business model implications of changing consumer behavior
We are living in the Now Economy, where the consumer expects a seamless customer experience. For marketers, the meaning is clear: Deliver your message across all channels, whether it’s print, in-store, mobile, online or TV. We know this, but have not yet hit the optimum method for cross-device and cross-platform delivery or measurement. When all's said and done, it’s vital to know what the true consumer path to purchase is. So, a new measurement approach is key to creating the connection between formats and efficiency across the purchase funnel, in order to create significant shifts in sales and consideration.
Panelists will discuss the robust econometric models used for targeting, measuring, and optimizing their omnichannel campaigns. How can brands meet their marketing goals across the purchase funnel? What is the optimal allocation for your campaign? How can you make your mobile investment work harder? We know last click is lame, but what’s the better alternative?
This session’s insights make it a must-see for everyone in the marketing ecosystem who is serious about connecting the dots between campaigns and sales.
Perhaps more than any other industry, marketing has been completely disrupted by technology. In this world of technological advances, it is essential for marketers not to lose sight of the user experience. We must shift from pragmatic customer relationships to emotionally-centered customer relationships -- which are core to lasting brand loyalty. The new “advertising” is all about experiences rather than impressions. It seeks to make consumers feel like the brand has contributed to their lives in some way and provided new value. How can we utilize cutting edge new technologies to ensure that customer experience reigns supreme?
Data is helping us gain a deeper understanding of our customers than ever before. But our audience is made up of people rather than profiles or segments. This track features top marketing leaders from Hilton, Campari America and New Balance, who will share their unique stories of connection, engagement and customer-loyalty. Their personalized approaches have resulted in stronger outcomes in the “anti ad” era.
Every industry around the globe is being completely disrupted. Stalwart brands are losing market share to upstarts that capture our collective consciousness. Billions of dollars are being made and lost while brands grasp for the newest tools and technology. But most don’t realize the strategic underpinnings need to change. In this presentation, Jeff Rosenblum, author of "Friction" and Director of "The Naked Brand," shows how to build a passion brand by focusing on empowerment over interruptions. He shows how fighting friction enables brands to divorce themselves from legacy business models and shift from rational customer relationships to emotional customer relationships. He will use neuroscience research, case studies, and engaging stories to show how brands can embrace transparency, win brand evangelists and unleash unprecedented growth.
Your audience is made up of people rather than profiles or segments. In a programmatic world, rather than focusing on statistics and demographics, the consumer’s want and need “states” now require a greater understanding of their behaviors, lifestyle and decision making scenarios.
Stuart Foster will cover how to go about tapping into consumer mindsets in a post-demographic world - sharing actionable guidance on how a marketer can use data science and audience targeting methodology most effectively in order to power a more personalized approach and stronger outcomes. Join this session to learn how people-based marketing is the next generation of targeting.
The most powerful brand experiences ride the coattails of cultural moments to create a feeling – an emotional hook – that naturally drives action, and hence engagement. The payoff for these emotionally charged experiences is brand loyalty and brand advocacy.
In this session, you’ll hear how Nissan embraced this philosophy, providing Cannes Lion award-winning next-gen experiences to push engagement through 360° VR experiences and augmented reality apps. Read on to learn more about two particular examples: Nissan Goes Rogue for Safety and Goes All Out for College Sports.
Battle Test, Nissan’s latest VR experience, puts you behind the wheel of a new Nissan Rogue and drops you on a test track that’s quite unique and unexpected. You, the driver, find yourself in a simulated battle, inspired by the action and characters featured in Rogue One: A Star Wars Story. As you navigate one challenge after another, you realize just how much you miss while driving, and how the Nissan Intelligent Safety Shield has your back, your front, and even your sides, in full 360°.
Another example of putting people in the action came after Nissan penned the widest-reaching sponsorship deal in the history of collegiate sports: 100 colleges, 100 teams, and 190-million of the most loyal, crazy, colorful, hardcore, over-the-top sports lovers on the planet. They are true fanatics who, come game day, proudly wear their fanaticism – literally right on their faces. We ignited this by letting people transform themselves into die hard fans anytime, anywhere. Inspired by college football fans and the tradition of face-painting, we created the Die Hard Fan App – a real time virtual face-painting app. Die Hard Fan lets anyone put on a game face and unleash their inner fanatic, anytime, anywhere. There are thousands of different combinations to try on, capture and share – proof that every day can be as exciting as game day.
Join Robert Brown, Sr. Manager, Interactive Marketing at Nissan North America, and Steve Savic, Executive Creative Director at Critical Mass, as they discuss why VR technology, 360-video, and AR are the perfect platforms to create deeper engagement, fandom, and next generation product stories that illustrate how technology can both save the day and win the game.
In a post-ad world, someone like Dave Karraker knows that you must connect with your consumers authentically. One way to do that is over a shared mission, which gives meaning and generates a strong buy-in. Join Dave for a conversation on how Campari America has created the largest philanthropic effort in the spirits industry, a global phenomenon, raising awareness, hundreds of thousands of dollars for worthy causes, and raised performance and sales through loyal fans and bars who participate year after year - imagining the possibilities for your own brand.
Everyone is talking about bots. Whether it's a panel discussion, keynote or headline, they’re all the rage. But are they just the latest version of trendy presentationware? We’ve had chat and messaging for decades and social media for years – automated message robots aren’t new. What is new, however, is the availability of high quality Artificial Intelligence that can supercharge their marketing effectiveness in a way that makes them unrecognizable to what we have seen in the past. The technology is here, so where is all the huge success? Understanding the technology is only half the equation. Understanding the experience design challenges of building a branded A.I. “agent”consumers will trust and give up choice to is currently the hardest half of the equation. What do we need to think about when designing a consumer facing A.I. for a brand? What does a consumer need to feel to trust a machine? How can we harness this amazing technology allowing progressive brands to connect genuinely with millions of consumers, simultaneously, in a way like never before?
Taking the theme a step further and responding to the “anti-ad” mindset, Patrick Cassidy is responsible for marketing to the “game changer” generation, those who are 14-24 years old. If you think it’s hard capturing today’s consumer’s attention, just wait for this group to hit the majority demo for spending power! How does New Balance break through and capture this group’s attention as they’re zipping through their feed? Join this session to learn more.
The typical creative process starts with a light bulb moment. After that light bulb, brands seek out the tools they need to make their creative ideas a reality. But in a world of rapidly developing technology, what happens when the tech comes first? By flipping the creative process, investing in understanding how technology is already being used, and hacking new uses for it, brands have an opportunity to use technology as a creative canvas. Experiential advertising can, and should, come straight from the heart of the brand. When brands combine cutting-edge tech with bold, authentic storytelling, they can bring brand and audience together in spectacular ways.