IAB Non-member: £120 +VAT
This seminar will demonstrate some of the ways entertainment and media marketers can use digital advertising to help build their brands and communicate with their customers.
With speakers from:
- Think Jam
9:30am - 9:35am Introduction
Anna Randles, Senior Events and Training Manager, IAB UK
9:35am - 9:55am Disruptive Movie Marketing
Today, it’s all about taking risks with digital movie marketing, a space that faces multiple challenges. In this session, Stephen from Oath will be joined by Lionsgate Films to discuss what movie studios want to see from their partners in this space, and what they could be doing more of to help with the challenges. Get involved in the conversation as our speakers look to the future and put to the floor what’s a fad and what’s for real regarding the likes of VR, AR and the rise of micro influencers.
Stephen Naughton, Head of Entertainment, Oath & Rachel Masuku, Senior Digital Marketing Manager, Lionsgate
9:55am - 10:15am From Launch to Sustain design for Social Media
Social media platforms provide ample opportunity for brands to build a relationship with their audience, but how can you best ensure creative stands out from the crowd? Kat will be looking at the role design plays within social advertising, with focus on entertainment marketing. What's hot, what's not and where will social creative take us next?
Kat Carr, Art Director - Social and Brand, Think Jam
10:15am - 10:35am Bringing the movie magic to mobile
Mobile has proven itself as a key communications tool for the media and A4:H11 industry. Featuring research on entertainment consumption on mobile, this session will discuss how to move your ads successfully from the big movie and TV screens to the smaller mobile ones and look at how mobile fits into the consumers’ path to purchase. Showcasing a variety of creative formats and best practice campaigns from the likes of eOne, StudioCanal and EA, Gina will explain how interactive mobile video formats can create impactful advertising, driving sales and purchase intent.
Gina Carden, Agency Group Head, LoopMe
10:55am - 11:15am Audiences in The World of Entertainment and Media
To deliver relevant experiences to your customers, you need to know everything about them. Detailed audience building is a potentially daunting task, especially in the entertainment and media world, but with the right insight it’s possible to build groups of people with specific characteristics and behaviours. In this session, I’ll focus on highlighting a range of audience types based on entertainment factors or the media they engage with, and sketch out some ways brands could use these insights to engage with relevance and accuracy.
Kelly-Marie Fernandes, Agency Partnership Manager, Experian
11:15am - 11:35am Gluttony of Content
Never has television been so good, whether it's original series from Netflix, Amazon, or Sky or household favourites from the broadcasters like BGT or Strictly, our screens are wash with amazing content. But, add into the mix our growing love of YouTube, Facebook and all all things social and you've got content overload! So, how is our viewing behaviour changing? Have our expectations evolved and how do we now make content decisions in 2017? In this session I'll discuss how people are desperate not to make a content fail, discuss the idea of programme paralysis and show examples of how marketing teams are going to more extreme and progressive lengths to get us to tune in.
Tristan Bentall, Industry Manager, Google UK