Content and Native Conference 2017 – Next Generation Display Advertising

Wednesday, 7 June, 2017
10.00am - 5:00pm followed by networking drinks
The British Museum, Great Russell Street, London, WC1B 3DG
IAB Member: £249 +VAT
IAB Non-member: £498 +VAT
Advertiser: FREE
Agency member: FREE
Digital advertising has always offered marketers a uniquely flexible toolkit to reach and wow their audiences.

Content and native marketing is an increasingly important part of this kit, offering a relevant and contextual way for modern advertisers build a brand online.  Investment into content and native formats grew 28% from 2015 to 2016, and now rivals traditional display formats (such as banners) and has established itself as the second largest digital display format. So, we ask ourselves, is content and native advertising the next generation of display advertising in digital?

Publishers, brands and agencies alike will gather at the IAB’s 4th Content and Native Conference to discuss how this new era of display advertising is creating both opportunities and challenges for the industry. The conference will hear from some of the brightest and best brands, agencies, traditional publishers and new publishing brands, to try and answer some of the questions the market currently faces:

  • How does the advent of content and native change how we allocate advertising budgets and plan campaigns?  
  • What creative opportunities does content and native open up for brands and publishers?  
  • How can we properly measure this new era of display advertising?
  • How can we successfully build internal and external partnerships to produce best in class content and native marketing?
  • How important is it to create trust for the future of content and native marketing?

Speakers to include:

  • Ally Stuart, Regional Director, EMEA at Sharethrough
  • Andrea Brown, Managing Director, Content - UK, Publicis Media
  • Andrea Donovan, UK Lead Premium Content Solutions, Google
  • Antonia Kekkou, Social Media Insights Manager, L'Oreal
  • Belinda Rowe, Global Managing Partner, Content at Publicis Media
  • Dale Lovell, UK MD & Chief Digital Officer at AdyouLike
  • Daniel Noy, Managing Director, Creative Content, Think Jam
  • Mark Melling, Senior Director Video, AOL
  • Matt Cory, Managing Director, Spark at Telegraph Media
  • Milton Elias, Head of Mobile & Video at News UK
  • Shan Henderson, Director, Mobile, Yahoo UK
  • Selma Turajlic, Co-Founder / COO, Little Dot Studios
  • Sophie Tighe, Snapchat Editor, The Sun at News UK
  • Vicky Foster, Commercial Director, Digital, Bauer Media
  • Will Hayward, CEO, Joe Media

With more to be confirmed soon!



Ally Stuart
Andrea Brown
Publicis Media
Belinda Rowe
Publicis Media
Dale Lovell
Daniel Noy
Think Jam
Matt Cory
Spark at Telegraph Media
Milton Elias
News UK
Selma Turajlic
Little Dot
Sophie Tighe
The Sun at News UK
Vicky Foster
Bauer Media
Will Hayward
Joe Media


10:45am - 11:00am Welcome and Introduction

Mike Reynolds, Senior Industry Initiatives Manager, IAB UK

11:00am - 11:20am Bye bye, native (kind of). 

Shan Henderson, Director, Mobile, Yahoo UK

Raise your hand if you're confused about native? Well, the industry is. And we suspect you are too. Deep down. So we've decided to stage an intervention, on stage.

What do we want? People to stop saying native! When do we want it? Now!

The thing is, 'native' as a word is confusing the industry. Which department does it sit in? Is it for performance or branding? Where do we draw the line on defining a native ad?

Ultimately, advertisers should look to deliver the right message, to the right audience, at the right time. Consumer-centric. Device-agnostic. Delivering seamless, contextually relevant, in-stream ads should be the bread and butter of all our roles. So maybe we don't need to give 'native' a special name. Maybe we don't need this conference. Oh dear.

But to make the most of the fact that we're all here anyway, we're going to be sharing tips and tricks on how to deliver effective campaigns from the art of writing copy that clicks to the science of optimising towards quality leads, whilst also showcasing some awesome content campaigns that are utilising the power of 'native' for distribution.

11:20am - 11:40am The Role of Native Video in the Path to Purchase

Ally Stuart, Regional Director, EMEA, Sharethrough

Native Video is the fastest growing format within the Native ad category, but yet little data has been published about how native video advertising actually impacts the consumer path to purchase. This presentation will present, for the first time, results from a yearlong set of research studies focused on the impact of native video advertising campaigns on the consumer journey and their purchases, curating results from studies across brand lift, online search lift, and in-store traffic.

11:40 - 12:10am BREAK

12:10am - 12:40am Measuring Influence: Connecting Content to Business Results - Panel 

  • Chaired by Andrea Donovan, UK Lead Premium Content Solutions, Google
  • Andrea Brown, Managing Director, Content - UK, Publicis Media
  • Selma Turajlic, Co-founder, Little Dot Studios

Whether it’s working with emerging social influencers or partnering with established publishers, we’ve seen a dramatic shift in advertising communications from broadcasting a brand message to reaching the hearts and minds of an audience, and persuading through entertainment, inspiration or utility. But in this new world, how can we measure the often tenuous connection between content and business objectives? Hear from a panel of experts from leading brands, agencies and publishers on how they approach content partnerships and measure influence.

12:40pm - 1:00pm AI powered native advertising: content in context

Dale Lovell, UK MD & Chief Digital Officer, AdyouLike

In this talk Dale Lovell of ADYOULIKE will offer insights into how Artificial Intelligence is increasingly being used across native advertising to amplify brand messages to the right audience. AI powered data analysis, in real-time, improves performance, relevancy and results by placing native content in context.  

1:00pm - 2:05pm LUNCH

2:05pm - 2:25pm The End of Native

Will Hayward, CEO, Joe Media

Will Hayward, CEO of JOE Media, will talk about why native advertising is over-hyped, and why we should look to TV and radio for stronger models of content driven advertising.

2:25pm - 2:45pm Attracting readers by choice, not by mistake

Matt Cory, Managing Director of Spark at Telegraph Media Group

Good branded content is not click-bait, paid social in your feed or a piece of content dropped into an article when you are trying to read something else. In this session, we will investigate how clients can rebuild their trust in branded content.

This session will use audience participation to explore how brands can:

  • Regain control of their content
  • Boost engagement
  • Use third-party platforms to achieve great results
  • Use meaningful metrics to prove the value of good branded content in delivering real sales effectiveness

2:45pm - 3:15pm Next Generation Trust in Content & Native Marketing - Panel 

Chaired Christie Dennehy-Neil, Senior Public Policy Manager, IAB UK

  • Daniel Noy, Managing Director, Creative Content, Think Jam
  • Mark Melling, Senior Director Video, AOL
  • Vicky Foster, Commercial Director, Digital, Bauer Media

The content you produce should both reflect your brand’s integrity and be relevant and contextual to your audience.  From content creation to content delivery you need to have faith in your partnerships to keep your message true to your brand. Throughout the many steps to delivering content, trust plays a key role. How can we measure content marketing in a way we all believe in? Which partners should you consider in delivering your content?  How can you win back trust when you lose it?  Join our panel of industry experts who will share their learnings and future insights into the evolving world of content marketing. 

3:15pm - 3:45pm BREAK

3:45pm - 4:05pm The Changing Role of Agencies in Content 

Belinda Rowe, Global Managing Partner, Content at Publicis Media

We’re living in an era where digital has finally surpassed TV in ad spend. Ad blocking is on the rise and new technology and devices are giving people more control than ever to tell their own authentic stories. People demand utility, authenticity and engaging experiences. Agencies and marketers are grappling with how to keep up with the rapid pace of consumers without sacrificing quality. This keynote will focus on how agencies can remain agile and dynamic by shifting their organisational models to better meet client and consumer needs.  

4:05pm - 4:25pm The Sun: Reimagining Storytelling in the Snapchat Age

Milton Elias, Head of Mobile and Video, News UK & Sophie Tighe, Snapchat Editor, The Sun at News UK

A view into The Sun's successful Snapchat publishing strategy, highlighting best practice for engaging audiences with content on the platform and beyond.

4:25pm - 4:45pm A brands perspective

Antonia Kekkou, Social Media Insights Manager at L'Oréal

END and Networking Drinks - The Old Crown Public House



Member only downloads

Adyoulike.pdf14.76 MB
The Sun on Snapchat_.pdf20.36 MB
The Telegraph.pdf10 MB
Publicis Media.pdf33.36 MB
Joe Media.pdf12.42 MB
Yahoo.pdf2.2 MB