Creativity & Programmatic

This event is fully booked
Wednesday, 29 March, 2017
2pm registration: 2:30pm - 5:30pm Event followed by drinks
IAB UK Events and Training Space, 14 Macklin Street, London, WC2B 5NF
IAB Member: FREE
IAB Non-member: £120 +VAT
Advertiser: FREE
Creativity and Programmatic were once two departments that worked very separately from each other.

However, with the huge growth of programmatic in the digital advertising landscape, this can no longer be the case. The combination of great creative delivered programmatically offers marketers a wealth of opportunities.

At our Creativity and Programmatic seminar, our speakers will showcase the great benefits of the creativity and programmatic partnership, giving tips and insights on what is needed for a great advertising campaign.

Jessica Smith
Red Apple Creative
Julie Bolsom
Kathleen Moroney
Red Apple Creative
Katy Hindley
Ruth Zohrer
Tej Rekhi


Draft agenda:

2:30 - 2:45pm Introduction

2:50 - 3:10pm  The Beauty of Automation

Lolly Mason, Head of Media Partnerships, Celtra

Focusing on the positive outlook of getting the creative right, Lolly Mason will discuss the perfect balance of empowered creative and automated scale, bringing art into a measurable digital advertising space.

3:10 - 3:30pm Being creative with programmatic: Using DCO to drive sales

Matt Keating, Head of Sales, MainAd 

An effective programmatic display retargeting and prospecting campaign, driving sales growth for e-commerce advertisers from both new and existing customers, relies upon a well-executed strategy that combines both creativity and programmatic. These two 'elements' should not stand in opposition to each other: rather than programmatic presenting problems for "creativity", it actually offers massive opportunities, and vice versa. The presentation will attempt to illustrate the uses and benefits of dynamic creative using examples, and offer tips for best practice that can be applied to any e-commerce advertising.

3:35 - 3:55pm Turning the Tables: Data as a Canvas 

Ben Walmsley, Digital Commercial Director, News UK
Tej Rekhi, VP Product Strategy, Wayve  

All too often programmatic buying begins with a creative execution, followed by a plan to deliver that piece of creative to a particular audience with precision.
In this joint presentation, Tej and Ben will explore the creative possibilities when this process is inverted. Starting with a thorough consideration of the data and delivery channels available by bringing all parties into the creative process, it is possible to surprise and delight audiences.
Trending topics, context, audience, sequential messaging, viewability, location, device, football team allegiance, share prices… all of these data points can inspire creativity if considered at the earliest possible stage.

3:55 - 4:10pm BREAK

4:15 - 4:35pm Unleashing the power of programmatic native advertising in retail 

Julie Bolsom, Business Director, Mindshare
Ruth Zohrer, Head of Programmatic Marketing, Mindshare

Join this session to learn how a leading UK retailer’s publishing team is leveraging programmatic native advertising to amplify the impact of the content they produce.
Most practitioners overlook how important it is to align a brand’s content strategy with native advertising.  In this working case study, we will showcase how media and publishing teams have developed a joint framework to inject creativity and rigour into native advertising to fuel a more cohesive and effective content-led approach to marketing.

4:35 - 4:55pm Be More (Creative) Now

Katy Hindley, Digital Development Director, Posterscope  

Stephen Whyte, Posterscope CEO, recently wrote in Campaign, “for me, the least talked about but most interesting component of programmatic OOH is the transformation that automated ad-serving brings.”

For some time Posterscope has been able to ad-serve dynamic creative to audiences based on a set of triggers using the Liveposter platform including temperature, time, date and a range of other data feeds. But how does this dynamic creative ad-serving improve effectiveness and how can brands optimise creative to respond to a set of triggers? Hear about how programmatically ad-serving OOH creative to deliver the right message, in the right place, at the right time has been proven to increase saliency and cut-through of the messages within that campaign.

5:00 - 5:30pm Throw down debate! Programmatic or creativity - who wins

Lizzie Barclay, Head of Marketing, Yahoo UK
Alec McCrindle, Creative Director, Yahoo Story Tellers
Joe Connors, UK Head of Audience & Programmatic, Yahoo

Audio produced and created by Red Apple Creative

Member only downloads

Celtra.pdf25.24 MB
MainAd.pdf3.96 MB
Mindshare.pdf3.64 MB
News UK Wayve.pdf42.47 MB