Mobile Conference: Future Reality

Thursday, 6 April, 2017
Registration: 10:30am Conference: 11:00am - 5:30pm followed by networking drinks (Subject to change)
IAB UK Events and Training Space, 14 Macklin Street, London, WC2B 5NF
IAB Member: £125 +VAT
IAB Non-member: £250 +VAT
Advertiser: FREE
Last year mobile reached a tipping point. More money was spent on mobile display advertising than on desktop. This is a huge shift, and a trend that isn’t going to slow down as more and more advertisers take mobile seriously and more and more consumers become mobile only.

Now that mobile has firmly established itself as an effective way of reaching, and wowing, the tech savvy UK consumer one question still remains…what’s next for mobile advertising?

This conference will explore the things that brands should be hedging their bets against, focusing on innovation in the mobile space. You’ll hear from experts, and future gazers, about Virtual Reality, Augmented Reality, 360-degree video, the Internet of Things, and much more.

Adam McEnery
Amy Fox
Ben Phillips
Dipti Patel
Emma Newman
Hew Leith
Jude Ower
Kenny Ewan
Max Pepe
Nathalie Chuard
Mondelēz International
Richard Porter
Telefónica UK
Rik Moore
Havas Media

11:00am - 11:10am Introduction

11:10am - 11:30am It’s time for agencies to take mobile creative seriously

Mobile advertising is on the verge of going stratospheric but much of the industry risks being left behind thanks to outdated agency structures and a collective ignorance about the medium in 2017. Creative and mobile teams need to adjust the way they work to fully take advantage of mobile capabilities. We will outline the argument for moving mobile away from being an add-on to a generic digital team and instead placing dedicated mobile creative experts within the planning and trading teams. We will also explore who is doing it well.

Rik Moore, Head of Strategy, Havas Media & Patricia Lopez, Head of Mobext, Mobext

11:30am - 11:50am Mobile Advertising in 2025

What’s next in mobile advertising? In the next 10 years we will see a huge transformation in mobile advertising. Consumer expectations for mobile marketing will rise exponentially, as new technologies will bring more immersive and innovative experiences. What is good today in mobile advertising, will certainly not be good enough in the future as smartphones capabilities and functions become more central to all our connected devices. Brands must rise to the challenge of delivering personalised, impactful, and contextual advertising experiences that enhance not disrupt the user. But this is just the beginning. We need to re-imagine a future based on new behaviours and trends. During this session, we will share some insights on how smartphones of the future will shape a new world of mobile advertising.

Alex McIlvenny, Group Agency Sales Director & Max Pepe, Marketing and Innovation Director, Mozoo 

11:50am - 12:10pm The Future of Advertising Measurement

This session will cover the future trends for measuring the effectiveness of advertising, and how Artificial Intelligence will change the way we target, measure and pay for advertising.

  • The evolution of measurement to date

  • The 'Conscious Uncoupling' of digital brand and performance measurement

  • 2016: The year of brand performance

  • 2017: The Future: How will location and AI technology after buying models for brands

Amy Fox, Head of Product, Blis

12:10pm - 12:20am WeFarm

WeFarm is a pioneering service for the world’s 500 million small-scale farmers with no internet. Users can share and access vital pieces of agricultural information via SMS, on anything from how to improve their farm to how to battle a disease, without spending any money or having any access to the internet. In just 2 years WeFarm has seen unprecedented growth in offline markets with over 137,000 users and around 19 million interactions already - all between users without internet. This crowdsourcing model means that we can also analyse organic conversations to produce game-changing data and insights for businesses, governments and NGOs working with the global food supply chain. We have already signed paid commercial contracts with a major high street retailer and global NGOs. WeFarm has currently launched in Kenya, Uganda & Peru, and recently closed a £1.3m seed investment round, led by LocalGlobe.

Kenny Ewan, CEO and Founder, WeFarm


1:20pm - 1:40pm Exploring immersive environments

Virtual reality and 360 video are poised to be the next generation of immersive technologies. Both present a new paradigm for brands and content publishers to engage with their audiences. As such, YuMe commissioned Nielsen to explore the immersive qualities of these new platforms and to establish the groundwork for understanding the opportunity for brands and content providers.Utilising neuroscience and biometric monitoring techniques, the research captures the engagement response to content within a television experience, 360 video, and virtual reality to help substantiate the power and influence of these new non-linear immersive formats.

Pete Goldring, UK Sales Director, YuMe

1:40pm - 2:00pm The Future of Measurement

Measurement is a critical area for mobile innovation and this presentation will highlight new ways to assess performance and new buying models that allow brands to connect mobile media spend to consumer actions.
This presentation will include examples of brands who are brining innovation to measurement and detail how it is transforming their activity and encouraging them to invest more.

Ben Phillips, Global Head of Mobile, MediaCom

2:00pm - 2:20pm Your car is a feature phone, but not for much longer

"Right now the phone is an accessory to the car, but soon the car is going to be an accessory to the phone”. Marc Andreessen Waze built the largest community of drivers in the world from scratch using crowd-sourced information from real commuters on the road. By making its unique real-time data free to partners, the company plays an active role in shaping the smart cities and transportation networks of tomorrow. As the transportation industry is on the brink of massive disruption, this talk will examine the key trends in the space, and how smart data partnerships with advertisers, cities, car OEMs and tech companies paves the way for the changes coming to a roadside near you."

Finlay Clark, UK Country Manager, Waze

2:20pm - 2:30pm Advertising Brand Purpose Through Games 

Playmob connects advertisers to gamers, for better business and a better world. Consumers want to buy from companies with ethical supply chains and purpose at their core. But often, brands don't communicate the great work they do for CSR and the impact they make. Playmob is taking this message to the world's biggest entertainment format, games, and to the largest generation the world has ever seen, millennials, to create a powerful force for good which works for the bottom line too. In this session, we will give you a snapshot of our method and platform, and an insight into our belief system on why doing good makes you a winner. 

Jude Ower, Founder & CEO, Playmob


3:00pm - 3:20pm Custom 360 video at scale is impossible… right?

Cadbury Dairy Milk Buttons, AOL, Story Lab, Fallon and Mediamonks decided to venture into the unknown and tackle one of the biggest challenges in 360 video and VR; How to get scale! On top of that they pushed the boundaries of the technology and built a breakthrough website that allowed parents to customise their own virtual memory lane with images of their own family to celebrate the shared moments of joy.

Arthur Tindsley, Creative Technologist, AOL & Nathalie Chuard, Brand Manager, Cadbury at Mondelez International

3:20pm - 3:40pm Programmatic Past, Present and Future

Programmatic buying and selling is the new normal for digital display ad spend in the UK. Programmatic buying has graduated from being an experimental technology to becoming a must-have for media buyers and sellers. Our industry experts as they look back the programmatic landscape; The highs, the lows, the opportunities and the threats and what we have learnt as an industry during the past year. The programmatic landscape is moving fast, so how exactly can brands, publishers and agencies keep abreast of new platforms for programmatic display, evolving technology such as header-bidding, emerging buying models, and the changing priorities of both the buy and sell-side. We will also use the session to look forward to the future of the industry. What are the new predictions for the next frontier of programmatic?

Emma Newman, Country Manager, UK & Dipti Patel, Director, Publisher Development & Adam McEnry, Solutions Engineer, PubMatic

3:40pm - 3:50pm babylon: affordable and accessible healthcare through artificial intelligence

babylon’s mission is to put affordable and accessible healthcare into the hands of every person on the planet. In order to achieve this, babylon has brought together one of the largest teams of scientists, clinicians, mathematicians and engineers to focus on combining the ever growing computing power of machines with the best medical expertise of humans to create a comprehensive, immediate and personalised health service and make it universally available.

Richard Guest, Chief Marketing Offier, babylon


4:10pm - 4:30pm Smart Home: a new data opportunity

IoT devices like Philips Hue and Amazon Echo are finding their way into homes in growing numbers, and a number of companies are working to open the opportunity to the consumer mass-market.  What does it mean for UK homes, and what could it mean for advertisers?

Richard Porter, Head of o2 Home, Weve/o2

4:30pm - 4:50pm Artificial design : Creative Intelligence

AI is becoming more and more influential in the advertising ecosystem and its effects are being felt from design to optimisation. However, creative development still requires something more intangible than just applying machine learning to format sizes. Great design is not pushed out by binary code, you need a random human element to deliver truly inspiring creative. Celtra provide an interface between the two areas, we provide intelligent tools, but it's the users who define, build and deliver great creative. 

Andrew Heald, Director, Brand and Agency, Celtra

4:50pm - 5:10pm IntelligentX

IntelligentX brews the world’s first beer that’s been created by artificial intelligence. The firm’s machine learning algorithm uses customer feedback data, which is provided via a Facebook Messenger bot, to tell IntelligentX’s master brewer what to brew next. This ensures each new version is more finely tuned to customers' tastes.

Hew Leith, CEO, 10x / Co-Founder, IntelligentX