IAB Non-member: £498 +VAT
Game changers from media, tech and creative will discuss how content is leading the development of premium inventory. They’ll highlight how native taps into new audience behaviours and expectations; consider the importance of developing new measurement currencies that target the value of engagement; and they’ll share insights into what content and native really requires in terms of planning, creation and delivery.
This is a must attend event if you’re looking to understand what’s driving the sea-change towards content and native advertising and why brand messaging needs to give way to audience action and behaviour at the centre of the planners thinking.
10.30am: Delegates arrive for registration, tea & coffee
11.00am: Welcome & introduction
11.10am: How does content work? How does advertising work?
A lot of talk about ‘content’ seems to position it in binary opposition to advertising. But this is to misunderstand what’s really interesting about both words. On reflection, the concept of content can give us some new insights into advertising; and a deeper understanding of advertising can tell us some important truths about content.
Paul Feldwick, former planning director of BMP/DDB, and author of The Anatomy of Humbug: How to Think Differently About Advertising.
11.30am: Adyoulike: Native disruption: native advertising is eating the world
Native advertising is a powerful force that is transforming advertising and marketing forever. Adyoulike, talks about how native advertising is converging with technology, creativity and data to radically change marketing success worldwide.
- The growth & power of immersive media experiences & why Millenials look for it
- How programmatic is a friend, not foe, for creative, immersive work; looking at creative possibilities
- How real-time data and the in-feed are so powerful
- Why in an immersive future, native advertising is the future
Francis Turner, MD, Adyoulike
11.50pm: Trinity Mirror: Audience First; Brand second
As content marketing continues to mature James Wildman will explore its blueprint for success. A closer look at how publishing organisations, like Trinity Mirror, are leveraging consumer insight and editorial expertise and organising their resources and structures to deliver success in content marketing. An honest view of the pitfalls, recognising the limits of what can be achieved and how we start to tackle the open challenges of mobile and measurement.
James Wildman, Chief Revenue Officer, Trinity Mirror Solutions
12.10pm: Creative Panel
Hosted by Dominic Mills, Former Editorial Director of Campaign
Creative imperatives underpin content and native campaigns from concept to delivery. How do we consider new connections and partnerships between marketer, planner, maker and media buyer - and even merchandiser - when the quality of the content is the driver for reach objectives? When the media itself, may be the message? And where familiar interruptive advertising formulas are making way for 'content experience' campaigns with multiple production versions?
- Simon Gill, Chief Creative Officer, DigitasLBi
- Glen Calvert, CEO, Affectv
- James Hayr, Head of Content Solutions, AOL
1.35pm: Sharethrough - The science behind native advertising
Over the last 18 months, native advertising has been one of the industry’s biggest buzzwords, but does native actually work? Sharethrough, in partnership with Nielsen and 4 global brands, has executed a year long neuroscience research study into the effectiveness of native. In this talk Chris Quigley, Sharethrough Europe MD, will give unique insights into:
- Why, scientifically, native ads are more effective than traditional ads
- What’s going on inside your brain when you see different types of ads
- How to optimise native campaigns for emotional effect and brand impact
Chris Quigley, UK MD, & Ally Stuart, Senior Manager, Strategy, Sharethrough
1.55pm: Celtra - Programmatic Creative: The Rise of Data-driven Content in Mobile Display
Ever since the rise of digital, media buying technologies have dominated the advertising industry. Creative has mostly been an afterthought, largely due to its inability to scale. As programmatic buying matures all eyes are on creative.
To excite and engage consumers, marketers will need not only to reach the right audience, but also serve them the right message. Data driven and powered by innovative and scalable new technologies, creative is no longer a third wheel to media and data – it’s the last missing piece of the ultimate advertising ménage à trois.
Matevz Klanjsek, Chief Product Officer, Celtra
2.15pm: Fireside Chat
Hosted by Dominic Mills, Columnist, Mediatel Newsline & Honorary Professor at Roehampton University
Anna Watkins, Managing Director, Guardian Labs
Tiffanie Darke, Creative Content Director, News UK
3.00pm: Durex - The Content Journey: From Insight to Impact!
The mobile and digital revolution has completely changed the way people relate with our brands. It calls for content and lots of it. But, how do we ensure all that activity will truly make a difference? Ukonwa will share key learnings from recent successful Durex campaigns. From uncovering the relevant insight and brand territory, to bringing to life an idea that will truly impact your brand…..and all the highs, lows, and decision points in between.
Ukonwa Ojo, Head of Global Brand Equity, Durex & KY
PulsePoint recently surveyed 500 brands, agencies and publisher executives to find out how each is adopting content marketing and native advertising to create a new era of consumer engagement. This new research will reveal key insights into how content marketing and native are defined, what objectives they meet, current challenges to wider adoption and how each will intersect with today’s data-driven automation technology. Will content and programmatic remain an oxymoron? The answer may surprise you.
Gareth Shaw, VP Programmatic Operations EMEA
Rik Moore, Head of Creative Strategy, Havas
4.25pm: YouTube: Creativity in Context: content, technology and the end of the screen
Anais will discuss the fundamentals around creativity in context (rather than simply in content, as we might have seen 5-10 years ago)
What are the key shifts we're seeing in creativity and content, and how have technology, audiences and emerging platforms been at the forefront of driving these changes? Anais will take a look at the big shifts seen at Google, and also at the way brands are capitalising on this constantly-evolving landscape to create more and better relationships with people than ever before.
Anais Hayes, Head of Brand Innovation, Google
4.45pm: Video session
Video and modern content forms such as animated gifs are increasingly the content of choice for consumers and brands on digital platforms. As Tumblr continues to be one of the most popular destinations for the world's creators and brands to distribute their content, we will take a look at the role of video creative on social platforms.
Patrick Albano, VP of EMEA Advertising Solutions, Yahoo
Adjust Your Set - From content to conversion.
How well crafted video content can be the key to a smooth migration from traditional advertising to today's content driven world. How should brands and their agencies plan, distribute and measure video content in order to create superior ROI both in terms of brand engagement and direct conversion.
Robbie Matthews, Product Manager, Adjust Your Set
Sophie Rayers, Director of Marketing, EMEA & LATAM
Genna Osler, Head of UK & International Agency Sales, Unruly
5.30pm: Close & thanks
5.30-7.30pm: Networking drinks