IAB Non-member: £120 +VAT
At the IAB’s Online to Offline seminar speakers will showcase the latest developments in Online to Offline, demonstrating the opportunities and challenges as customers move between the online and physical shopping environment.
Agenda to include:
3:00 - 3:05pm Introduction & Housekeeping
3:05pm - 3:25pm The Agency View
Jasdeep Mondae, Biddable Director, Performics, part of Publicis Media
Online to offline presents a conundrum for clients, agencies and consumers alike. Cracking this problem is really about an agenda for change. This is an issue which agencies are at the forefront of tackling to drive better measurement for advertising as well as deliver improved shopping experiences for consumers.
3:25pm - 3:45pm How online and offline advertising work together to create greater campaign effectiveness
Richard Bussy, UK & Ireland Measurement Lead at Facebook and Kiri Mitchell, Media Insights Director at Kantar Worldpanel
As advertisers become more effective in how they plan Facebook campaigns and have a greater understand of creating video that cuts through in feed, their thoughts move to how Facebook works within their broader media plan, and its contribution to sales, whether they be online or offline. Kantar Worldpanel and Facebook undertook an analysis of 13 FMCG video campaigns to understand how well the channels complement each other for offline sales, how similar or different the audience on each channel is, and ultimately what this means for how to plan an effective and efficient campaign.
3:45pm - 4:00pm BREAK
4:00pm - 4:20pm How location data is bridging the gap between the digital and physical world
Are we ever truly offline? Mobile devices have become an extension of ourselves, staying with us throughout our day as we continually move online and offline - our mobile see’s it all.
Blis will be discussing the consumer demand for a more fluid offline to online experience, exploring the triggers that inspire consumers to respond to advertising with a real world behaviour.
This session will highlight the use of location data as the cause, effect and measurement of consumer behaviour.
4:20pm - 4:40pm Reach people going places. Why ads on maps work for users and advertisers.
Finlay Clark, UK Country Manager, Waze & Nicola Hayden, Innovation Manager, Costa Coffee
4:40pm - 5:00pm ‘Online to Offline, remember ‘Omni-channel Moments’
Alex Timbs, Head of Attribution & Data, International, AOL
- Omnichannel consumer journeys across both online and offline – how they fuse and mesh together seamlessly
- Types of attribution for online and offline advertising
- Best practice, do’s and don’ts for omnichannel marketing
- The future of people and moment based targeting, and omnichannel consumer journey analysis
- Attribution of ROI to all Marketing Channels, case studies and examples including online and offline ROI, ROAS