IAB Non-member: £498 +VAT
Agency member: FREE
The digital advertising industry has undergone a radical change with the advent of programmatic and 2015 saw the tipping point with 60% of display being traded programmatically. Fuelling this transformation is data and the on-going innovations as new efficiencies are unlocked in the transaction chain.
As traditional media converges with digital and marketers get to grips with the wealth of opportunities that data provides it makes sense for us to evolve our annual RTA Conference into one more focused on how these changes affect our industry.
Join us at The British Museum on Wednesday 15 March to find out more from the cutting-edge platforms, pioneering publishers and trail-blazing brands making the most out of data.
Thanks to our Headline Sponsors Index Exchange and Viant Technology:
Viant Technology LLC is a premier people-based advertising technology company, enabling marketers to plan, execute, and measure their digital media investments through a cloud-based platform. For more information, please visit www.viantinc.co.uk.”
Index Exchange is the principled ad exchange and a true technology. Built on the pillars of neutrality, openness, and the most reliable technology, we aspire to be the exchange that media companies can trust. For more information, follow @IndexExchange on Twitter.
10.50am: IAB Introduction
11.00am: Brands in the age of AI
The world is moving from the digital age to the age of artificial intelligence. How do brands adapt in a world of self driving cars, personal AI assistants, delivery drones, emotional sensing robots, and ever increasing areas of life consumed by AI? Will discuss the challenges and opportunities for brands as they adapt their organisations to meet the new AI reality.
Michael Andrew, General Manager, Data Science, AKQA
11.20am: Waving not drowning: Enhancing consumer understanding and targeting in a programmatic-dominant ad market
As programmatic increasingly becomes the overriding norm for digital advertising buying and selling, it is time for attention to turn from ‘How much of my digital advertising can be done programmatically?’ to ‘How can my digital spend work harder to give me an edge?’ This session will highlight two key ways in which this can be achieved. One is gaining a genuinely joined-up and optimised approach to online consumer targeting across all its forms: apps, mobile sites and PC sites – for example, does an audience use a particular brand’s app more than its mobile site and what might be the reasons behind that? Secondly, ensuring that programmatic campaigns are as transparent and flaw-proof as possible. That means targeting audiences programmatically based on data that is built on granular offline consumer activity, as well as online, to ensure wastage is minimised and spend is optimised.
Emma Hargreaves, Senior Client Director, Kantar Media
11.40am: How to use data to target and effectively measure advertising
In the last year, financial services digital leader MBNA has taken advantage of the data and tracking potential of programmatic to reduce waste and increase efficiency of its advertising. Through the strategic use of programmatic data, MBNA has targeted new customers that are both eligible and in market for its products, and it has joined up the path to conversion across channels and devices. However, most importantly it has set an advanced and robust programmatic measurement that ensures its advertising is providing incremental value for the business.
Nic Travis, VP, Head of Digital Marketing, MBNA
12.00 Death of the Cookie, Rise of the People-Based
Did you know over half (53%) of all UK digital marketers predict the death of the cookie by 2018?
For more than a decade now, marketers have relied on cookie-based modelling to link the same consumer across multiple devices. But in a world where 75% of cookies are deleted every month and two-thirds of IP-connected devices don’t accept cookies, this approach simply doesn’t work.
Jon Schulz, CMO at Viant, will present the findings of new primary research that reveals UK digital marketers are turning away from cookie-based campaigns and are embracing a people-based marketing approach.
Alongside this, Viant will also unveil the findings of their new auto shopper study which explores the unique characteristics of UK auto consumers from three major brands: Ford, BMW, and Nissan. With insights like where these auto owners shop and eat, what airlines they travel on, and how their social media usage impacts their buying, attendees can expect to get a holistic view of today’s auto shopper.
Jon Schulz, CMO, Viant
1.10pm: Acquiring customers in a omnichannel, data-driven world
It’s safe to say all of us have at least one phone and one computer; and many of us probably have a tablet, wearable, or other device. Connected mobile devices have made consumers’ lives so much easier and granted information right at our fingertips, no matter where we are. But for brands and enterprises, the omni-channel environment has created challenges to understand and target customers. In fact, nearly 55% of companies have no cross-channel strategy in place (The CMO Club).
Managing data has become mission-critical for many advertisers, but adoption of DMPs and the use of customer data "onboarding" is still a work in progress. Many have taken an understandably conservative approach due to the sensitive nature of customer data, and some technology hurdles remain. Most marketers struggle with getting the right data into the right hands. We'll discuss best ways to eliminate data silos to run more efficient marketing programs that ultimately makes acquiring customers easily.
Vihan Sharma, Managing Director, LiveRamp
1.30pm: Making data cool, not creepy
Data is the fuel that drives the big advertising bus - and it is what makes advertising on the internet so valuable. On more ‘traditional’ media channels, advertisers are broadcasting their message onto a whole swathe of eyes and ears that, quite frankly, might not give a damn. Data has revolutionised the advertising ecosystem online and is beginning to do so elsewhere. Spotify is sitting on a huge, global trove of new and exciting data. But it's not the size that counts, it's how you use it. Rather than thinking about data as a creepy collection of identifiers about an individual, Spotify is using its user data in innovative ways - for its own marketing campaigns, to craft algorithmic playlists, to ascertain which cities artists should tour. It's also helping advertisers use Audio to reach consumers in completely new ways - by genre, activity, mood, playlist and more.
- James Brown, Managing Director, EMEA, Rubicon Project
- Marco Bertozzi, VP Europe, Spotify
1.50pm: Panel – When not to advertise: the publishers relationship with the audience
- Nigel Gilbert, Vice President of Strategic Development of EMEA, AppNexus
- Michael Bevans, Global Director Sales Trade Marketing, Yahoo
- Chris Gawor, Head of Agency Sales, Auto Trader
- Dominic Good, Global Sales Director, FT
- Dan Wilson, VP, Monetisation, Blis
Why Header Bidding Is Great for Buyers
There's been a lot of coverage and discussion about header bidding in the last year, much of which has focused on the benefits for publishers. However, header bidding also provides benefits for brands and buyers who want to reach more of their audiences via programmatic trading.
As more publishers adopt this new method of integration, we're starting to see the full capabilities of programmatic emerge. This presentation will examine how header bidding is fueling more growth in programmatic trading and how buyers can benefit in a world where "programmatic guaranteed" is becoming a reality.
Luke Fenney, VP, Publisher Development, Index Exchange
3.00pm: Using data-driven insights to drive down customer acquisition costs
In the past, digital data has widely been used for finding prospects and engaging customers. Today, such data is being utilised to improve media efficiency and reduce the cost of acquiring customers. This presentation will educate attendees on the keys to success by using digital data to reduce customer acquisition costs through advanced analytics and media optimisation. The presentation will include a case study on how Monarch Airlines benefits from cookieless tracking, cross-device mapping, and algorithmic attribution to optimise spend and reduce customer acquisition costs.
- Steve Latham, Head of Analytics, Flashtalking
- Robert Foulkes, Head of Marketing and Digital, Monarch Airlines
3.20pm: The new model of authority
All things digital move into programmatic space, but influencer marketing seems to be tough to automate. Loads of manual work involved, celebrities' egos and time needed to get things off the ground can take all the magic away from doing anything in this space. How can we start to use influencers not only for PR&comms purposes but also to drive ROI for clients on ongoing basis, not just once a year? By automating what once was done manually and giving an opportunity for brands to connect with audiences that they are after we can start to use influencers to fuel ongoing communication that is more authentic, creative and drives ROI. Marriage of programmatic and creativity might have just got a new face!
Joanna Pawluk, Chief Growth Officer, indaHash
4.00pm: The paradox of scale and personalisation - Cutting CPA by cutting waste
The challenge of personalising mass marketing in a cost effective way has become the achilles heal of the modern day marketer. Using audience data based on personality means that advertisers can target campaigns by the very core of what makes humans different. The past few years have seen the movement toward targeting campaigns by behaviour and moments from demographics. These, as well as targeting by personality enable marketers to find more prospects not yet engaged to grow your customer base in the most effective way.
Jim Hodgkins, MD VisualDNA - Nielsen Marketing Cloud & Anastasia Petri, Account Manager, Nielsen Marketing Cloud
4.20pm: Revving up car sales through data with Volvo
With ever-greater quantities of media becoming addressable via programmatic advertising, smarter clients are increasingly bringing together their brand and direct response activities to enable a richer, more effective experience of advertising - and reaping the rewards.
In this presentation, Xaxis, will describe how Mindshare and Xaxis delivered an integrated campaign for Volvo to drive awareness and leads for its new XC90 SUV. From developing bespoke audiences for Volvo, to engaging across multiple channels with unique rich media formats, to retargeting with direct response – the multi-phase campaign leveraged data in innovative ways at every stage. They will also explain how this approach enables the use of new techniques to make ads more relevant and appealing – for example, for Volvo Mindshare was able to generating and serving content in real time to respond to emerging trends.
They will argue that building a campaign around data is key to making advertising more welcome to consumers, but also offers advertisers a way to increase the efficiency and performance of their campaigns.
Ruth Zöhrer, Head of Programmatic Marketing, Mindshare UK & Michel Debiol, Agency Group Head, Xaxis
4.40pm: Mooh – where mobile and outdoor collide
The worlds of mobile and outdoor are colliding as geo data allows more locational based marketing activity. JCDecaux has invested in locational based data from Telefonica where geo fenced areas show the penetration of mobile activity. Web and app usage are providing new typologies of consumer that can be targeted by location and time. It’s the start of customer journey targeting from the commute, the high street to the screen in the hand.
Ben Maher, Sales and Partnerships Director, JCDecaux