A fireside chat with Andrew Essex, moderated by Catharine Hays.
Andrew discusses the rise and fall of Adland and how global marketers can innovate their way to a better ad-free future. In this utopian landscape, ads could become so enticing that people would pay—yes, pay—to see them.
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.
Keeping up with changing technologies, community sentiment and rules from Facebook, Google and more, can be challenging. Our experts dive into the best way to help you create an identity that generates a passionate fan base to create conversions that stick. The future of identity continues to evolve and this session shows you how to innovate in this ever-changing space.
Learn. Measure. Repeat.
This is the rally cry heard throughout our industry and one that fosters collaboration across every juncture. It’s a noble cry and one - that when it works - is magic.
How do you manage it when time just doesn’t allow it? We all want to collaborate but the timeliness of our industry makes it a challenge to not revert back to a more linear approach to work.
This talk will highlight how this happens, why it happens, and how to fight against it so that we all can find the best way to work together in the era of innovation.
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 session, 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 session, you’ll hear the current landscape, as well as the opportunities and operational roadblocks holding us back.
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?
Join the conversation as we explore what it takes to build the sustainable future for trusted advertising. You’ll hear from experts who are participating in TrustX, a purpose-driven, cooperative programmatic advertising marketplace, where more than 30 premium content publishers, including CBS, Condé Nast, Financial Times, The Guardian, Washington Post, NBC and Hearst, are working together with all the major ad agency holding companies and hundreds of high-quality brand advertisers to hit the reset button on programmatic trading, and drive more value from every dollar invested. TrustX CEO, David Kohl, and a panel of experts from these participating TrustX companies, will provide compelling insights about the enormity of the trust issues impacting the industry and how these leaders are working together toward solutions.
Over the coming months, we will begin to see a significant increase in the amount of media velocity around the topic of AI + AR, specifically computer vision enhanced experiences. This session is an overview on computer vision, implications for marketers, the role of Gen Z and how it will scale through a very well established ecosystem.
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.
The bar has never been higher for brands. Consumers are more distracted than ever, with shrinking attention spans and greater choice in how and where they consume media. Competition for attention has never been higher, with brands and advertisers battling for every space in every corner of our lives – from TV and mobile devices to planes, trains and automobiles.
So how can marketers know if their messages broke through the clutter? How will they know if the creative was strong enough to beat the rapid succession of advertising and make an emotional and lasting connection with their consumers?
Asking and telling isn’t always enough. It was hard enough in the pre-digital age. Just think about the game of telephone, and how rarely the correct message was relayed through the line. Now picture the same game with everyone engrossed with their mobile devices. Our brains, never mind our inherent biases, do not have the ability to consciously process everything that happens around us – let alone verbally relay it with accuracy.
To gain real insights, we need methods that do not depend on what consumers can’t provide, but rather on what they can. Non-conscious, unbiased, neurobiological based responses. In order to break through in this complex environment, marketers must have an understanding of how our brains process information in the modern media landscape. Consumer neuroscience delivers insights that go deeper than asking someone a question or having them fill out a survey.
Modern challenges require modern solutions.
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.
First and foremost: the exponential growth of consumer data is staggering. We as marketers know more about consumers than ever before. Secondly, we have access to powerful AI tools that create consumer intelligence at scale. This information is highly personal and impactful. While there are tremendous benefits from AI in our everyday digital lives, if used in the wrong way it could lead to nefariousness. What are the best practices we marketers should take when using AI.
What will your brand mean in an automatic future? Based on several pieces of research, this session focuses on the impact of "automatic buying" on the customer journey, marketing and advertising. What kinds of brands are particularly susceptible or immune? How will product discovery work or will it? Join us for this glimpse into the future of The New Economy.
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.
The relentless introduction of digital innovation is changing consumer behavior. And consumer needs are driving digital innovation. But new, smart, never-been-done-before doesn’t make a technology necessary, or even discussion-worthy. While the innovation must be unique, more important is that it’s relevant to consumers and profitable to business.
This year’s “Hot or Hype” survey provides insight into which innovations are most important to practicing digital marketers for their business and their customers. Learn what’s on top this year. See how the most important technologies from past years have waxed or waned. This is the only research of its kind that identifies the technologies that inspire users to ask, “how did I live without this before?”
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.
Every day, people are consuming more and more information, and brands need the ability to cut-through to their audiences. Whether internal or external, brand messages need to be informative and memorable and created at a frequency never-before-seen.
Chad Lakin, VP of Shootsta North America, shares stories from global brands who have adopted an always-on video content solution and sharing great stories around the world. Learn about the power of storytelling in a digital age and why brands like Qantas, HarperCollins and Visa are embracing agile video methodology.
The Next Big Thing Startup Competition will shine the spotlight on some of the most valuable new and up-and-coming companies in the advertising, marketing and digital media space. This year, a group of advisors will hand pick 5 finalists specifically suited to our audience, following a call for submissions. Then, at the 2017 ad:tech NY event, the companies will vie for votes.
ad:tech NY’s 1st annual The Next Big Thing Startup Competition will help both attendees and the greater ad:tech audience discover 5 new technologies and/or services that will take their companies to the next level.
As a serial entrepreneur with several successful exits over the last 15 years across diverse business sectors, Alexandre Mars is very good at predicting trends before they become mainstream – and capitalizing on them.
Understanding the demands of a new socially conscious generation, Mars created Epic Foundation as a platform for individual and corporate donors to engage in charity through technology, allowing them to select, monitor and experience their impact. He’s injecting new momentum into the world of philanthropy by shattering outdated restrictions to the act of giving using what has traditionally been consumer technology.
Millennials care about brands that have “meaning.” If you want to hire millennials, if you want them to consume your products or services, if you want investors to fund your ventures, then you need to demonstrate a presence of social good.
This is the future; and this time, Mars wants you to get ahead of it. He’s on a mission to make giving the norm. Join him in creating an Epic world of successful business and effective charity.
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.