Digital media has been getting hit pretty hard in the last year. Bad press with ad quality and placement along with transparency in not only placement but agency relationships have given the business a black eye. While the complexity of the business seems to have no end with viewability, transparency, and reporting discrepancies leading the way, no one seems to be focused on the deepest, darkest secret in the business: it’s in everyone’s best interest to clean up the business. Brands are finally starting to question the promises that are being made and confronting the reality that the digital advertising industry has thrived for so long in part due to its lack of standards. Put another way, the industry evolved so fast, those creating standards couldn’t keep up. This leadership keynote will shine a light on the new rules of engagement in an ecosystem that is riddled with complexity and change.
We want you to walk away with practical knowledge and tactics you can implement when you get back to your desks today. These sessions will share actionable insights for your advertising and marketing strategies.
How can publishers keep up with the media giants (cough, cough, Facebook and Google)? When it comes to identity graphs they’re able to build in walled garden environments and the superb user experience people love, what’s a publisher to do? How will the industry solve for the big issues of trust, fraud and transparency in the supply chain? What new monetization models are publishers innovating? How will all of this affect, change, and improve upon digital advertising? Join this track to learn about the future of media.
The lines are blurring between brand and performance marketing, as brand marketers are increasingly using DR and performance tactics and metrics. Charlie Cole will share the process he is using to lead his brands to tactical integration, and what the implications are for culture, management process, and analytics.
Oracle, Sales Force, Adobe, etc. are spending billions of dollars buying up AdTech and MarTech companies. Although their solutions are currently loosely coupled, the promise is that they will eventually be tightly integrated. When they are, they will allow marketers to calculate the lifetime value of the customer and manage marketing campaigns to maximize strategic value versus tactical measures such as clicks. The promise of a seamless transition (from boardroom financials to lifetime value to customer lifecycle to exchange bidding to email) down the road is exciting. However, there’s a debate about whether or not converge is inevitable, and about its value. The alternative viewpoint is that at each level of the marketing stack, there are point solutions that are best of breed. Some marketers and all point solution providers claim that anyone buying a full stack solution from a SaaS company is giving up potential performance. It's a big hairy question: Does the overall strategic benefit offset the incremental gains in performance? Join this debate, which will unpack:
- What are the needs driving convergence?
- How are all of these solutions coming together?
- What are the tradeoffs of point vs. end to end solutions?
- With so many competing "solutions," what the heck are we buying?
In this debate-style session, you’ll hear perspectives from all sides discuss the current landscape, as well as the opportunities and operational roadblocks holding us back.
These three words — trust, safety and transparency — have dominated the digital media conversation for the better part of a year. They are essential for building any sustainable business model in any industry and in any marketplace. How has trust impacted the relationship between advertiser, publisher and consumer? What are the economic implications of the flight to safety? Why is transparency a key factor in how the future will play out for the entire digital advertising ecosystem?
This is your chance to join the conversation as we explore the need for and creation of a “digital supply chain holy grail:” a purpose-driven, cooperative programmatic advertising marketplace – the benchmark for the sustainable future of trusted advertising. 30+ premium content publishers have banded together, including CBS, Condé Nast, Financial Times, ESPN, The Guardian and Hearst, along with all the major ad agency holding companies and hundreds of high-quality brand advertisers to do just that. Join TrustX CEO, David Kohl, and a hand-picked expert panel in this compelling and insightful dialogue about the enormity of the trust issues impacting the industry and why these power players are working together toward solutions.
Loyalty isn't what it used to be. New research from McKinsey shows that consumer loyalty—despite significant investments in loyalty programs—is surprisingly weak. The elusiveness of loyalty suggests that marketers looking for top-line growth need to place more emphasis on getting consumers to consider their brands from the outset, rather than trying to win their allegiance after they buy. This revelation, which has profound effects on where and how marketers focus their resources, is based on analysis of more than 125,000 consumers showing that in 27 of 30 categories studied, consumers tend to shop around. In this session, McKinsey Partner Bo Finneman shares key insights and chats with experienced brand marketer, Joshua Palau, about predictive indicators of brand health and growth potential. Based on analysis and years of experience, they highlight three pro-active moves marketers can take to boost consideration of their products.
What’s the future of publisher monetization? How will publishers compete with the high quality, quick loading, user-friendly walled garden’s of Facebook and Google? Should they build or buy technology that keeps them ahead? What cool tech (AR, VR, Native, etc.) are they using to create new experiences for consumers, and new lines of revenue for their brands? Advertisers won't want to miss hearing from innovation leaders from today’s top publishers about new ad opportunities and user experiences they can partner on.
New economy businesses have fundamentally started in a new place and disrupted categories. How can legacy businesses pivot and learn from this? Most recently, Amazon bought Whole Foods, Walmart bought Jet.com, and in the largest eCommerce deal in history, PetSmart acquired Chewy. So what is the future of retail and how does media, marketing, and customer experience interplay in the new economy? How can we foresee the future of the industry and respond to new competitive challenges?
What breakthrough technologies are coming down the pipeline that will disrupt advertising and marketing? These session will cover emerging new visions for technology and media, and offer a unique perspective on innovation in the post-advertising era.
As a brand marketer, venture investor, and startup advisor, Dave Knox provides a one-of-a-kind worldview into the changing relationship between disruptive startups and Fortune 500 companies. In this talk, based upon his book "Predicting The Turn: The High Stakes Game of Business Between Startups and Blue Chips," Knox teaches the world’s largest companies how to foresee the future of their industry and respond to these new competitive challenges.
It's not news that advancing technologies have led to tremendous innovation in advertising and marketing, and every day we see new stories about the potential of technology to further disrupt the business. This session looks beyond the current focus on improvements in efficiency and augmentation of techniques (like profiling and targeting), and delves into some of the radical new capabilities for individuals, consumers, and brands. Coming down the pipeline, technologies that seem to be outside the marketing and advertising industries will increasingly shift the way we do business and manage relationships. This session will cover emerging new visions for technology and media, and offers a unique perspective on how these markets are shifting and on corporate innovation in the post-advertising era
As we enter the next frontier of marketing, you need to understand disruptive technologies now. If you’re part of the first wave, the potential to transform your business capabilities and stay ahead of the competition grows exponentially with time. Companies that embrace them are going to be the first ones to come up with ideas for new business models and value propositions that they can take to market. In this session, you’ll hear the vast opportunities blockchain and cognition provide for brands and the reasons that early adoption of these technologies could make a big difference not only to your customer experience, but to your bottom line.
- Blockchain will revolutionize every industry – including the advertising industry. Blockchain is a decentralized digital ledger for a transaction that provides a sequential list of digital records, written and maintained by consensus and distributed across its participants. This provides a detailed audit trail of all transactions and can potentially solve many of the issues facing programmatic media buying today. Including: transparency, data management, security, verification and more.
- Cognitive advertising will take your marketing efforts to the next level by allowing consumers to interact with digital ads via voice or text and receive relevant information about the product in real time.
The potential of these technologies are difficult to get your head around. Babs Rangaiah will share why marketers need to get a grip on them today in order to transform your own consumer engagement experiences.
According to reports, Amazon makes up roughly 51% of all ecommerce sales in the United States. On top of that, Amazon.com users have higher buying intent than any other location on the web. With such a giant share of the market, it's no secret that manufacturers, resellers, and the like are turning to Amazon to help diversify and grow sales. But there are many ways to engage with Amazon, so some brands struggle with how. For example, Amazon Marketing Services (AMS) is an essential tool for brands to drive targeted traffic to product pages. But once an AMS campaign has been launched, it needs to be monitored and adjusted to get the best results possible. So what’s the strategic mindset and experience needed to help you sell more product on Amazon? Join this session to hear about how one brand tackled their goals by leveraging Amazon.
At a time when brands and advertisers are struggling to connect with audience as more and more people use ad-blockers and online video is having less impact, conversational computing has the potential to open a totally new market opportunity whereby listeners are empowered to engage and respond with the brands and products they are actually interested in - and not have to hear non-relevant information. There are a handful of technologies being developed that make audio advertisements fully interactive and voice responsive, enabling brands to be present across any voice-first platform in a native and positive way.
However, are we in danger of going into voice the same way we did with everything else? By making audio experiences that work in a fresh, native, and intuitive way, we can bring our brands to consumers in the many apps and services developing in the ecosystem that can drive growth and innovation. This session will cover the issues and opportunities that face this growing sector and will also describe the technology that underpins these services, and the potential for brand engagement and monetization as they are rolled out across Alexa, in-car, mobile and other voice driven devices.
With humour and palpable emotion, Jamie challenges audiences to think differently about success, failure, hard work and fear, as he shares insights from his journeys, adventures and explorations to and through the world’s most dangerous places. Perfect for audiences seeking expertise on risk-taking, project management, and team building, Clarke delivers powerful perspectives on learning from failure, the art of grunt work, conquering fear of focus and above all — living life with passion.