The Store of the Future: Indoor positioning using Visible Light Communication
Lighting is ubiquitous—it’s everywhere that people work, travel, shop, dine, and relax. But beyond illumination, lighting can also be used as a digital pathway to location-enabled services capable of pinpointing the location of a mobile device, and its orientation, with extreme precision. This session will explore how early adopting retailers, such as MediaMarkt and aswaaq, have deployed LED based indoor position technology to drive increased engagement and improved customer satisfaction. Furthermore the session will show how indoor positioning can provide a deeper understanding of in-store shopper behavior and preference through data."
Sr. Marketing Director Global Retail & Hospitality Segment at Global Systems
10:10 AM – 10:40 AM
Speak Easy: The Rise of the Voice Activated World
Marie Stafford (J Walter Thompson) and Jeremy Pounder (Mindshare) will share insights, future trends and brand learnings from their Speak Easy research, which explores our nascent relationship with voice technology. The voice first world will change not only how we live our lives, it will rewrite the rulebook on how brands engage and connect with consumers. It’s time for brands to find their voice.
The MMA’s Disruptor Series features companies that are disrupting their industry and the way marketers will do business in the future. This interstitial features Pixoneye. Smartphones are the portals to our world, documenting through the taking and sharing of photos, and the photo gallery can provide unparalleled insight into consumers’ lifestyles, desires and futures. Learn how Pixoneye combines image understanding capabilities with AI to profile customers by analysing their mobile photo galleries, completely on device, without ever seeing, touching or moving the photos!
Whilst it is difficult to determine the scale and the cost of Mobile Advertising Fraud, one thing is true - it is a real concern for marketers today. As budgets move to mobile, so do fraudsters who follow where the money flows. Marketers can lack the expertise or resources to actively identify and address mobile fraud, especially install and post-install app fraud. Whilst there is no one size fits all solution, there are strategies and tactics that marketers should be implementing in order to fight this battle.
Mobile video continues to grow in popularity with both consumers in time spent and with marketers as they embrace the opportunity to engage with their consumers. It therefore becomes crucial to better understand the high value that mobile video advertising brings to the marketing mix.
Location may be the single most important aspect of mobile marketing and is fundamental to the value of mobile marketing. It is vital to understand how the use of location data isn’t just about targeting customers in-store, but viewing and using location data (and signal) in a more multi-faceted way, whilst also uncovering insights that can help drive your business.
Recognising that location is not just as an executional targeting layer, but also has application more broadly in the planning, strategy, and creative areas of mobile.
12:25 PM – 12:55 PM
Auto Trader’s Digital Transformation Journey
Auto Trader has thrived by innovating and staying ahead of digital trends and disruptors in the UK automotive space. It has evolved from a print magazine that held one of the biggest circulations in the UK to a 100% digital marketplace that floated on the London Stock Exchange in 2015. AutoTrader.co.uk currently has over 55 million cross-platform visits, of which 70% comes from mobile. In this session, Lei Sorvisto audience and brand director at Auto Trader will share how it brought media planning in-house and incorporated mobile technologies to shift brand perception and help a new generation of B2B and B2C audiences easily navigate buying and selling cars.
The MMA’s Disruptor Series features companies that are disrupting their industry and the way marketers will do business in the future. This interstitial will feature Jukedeck, a state of the art technology that brings artificial intelligence to aid creativity. Learn how Jukedeck allows users to use AI to create soundtracks for videos making sourcing music quicker, easier, cheaper and scalable.
Displaying and buying ads in the wrong environment is likely to cause serious damage to the image of a company and its brands. Implementing Brand Safety Strategies are key along with having a tool set and an independent partner capable of verifying placements and environments.
Of all the tools a marketer covets, first party data may well be the first among them. First party data is defined as the data a marketer or publisher has collected via direct interaction with a user such as visits, app downloads or customer transactions. As mobile is the most personal medium (and programmatic has made people- based buying possible), it’s become increasingly important to acquire and activate this data across platforms. But there are challenges in being able to execute against this vision.
Mobile Shopper Marketing
Shopper marketing has evolved from sales promotion, coupons, and incentives to a data-driven embrace of consumer touch points along the path to purchase. Online behaviour and e-commerce upped the ante, as consumers have come to expect personalisation and custom attention from brands and retailers. Mobile is creating another paradigm shift as consumers manage all aspects of their lives via their mobile device.
3:25 PM – 3:55 PM
Speaker to be Announced
4:00 PM – 4:25 PM
Networking Tea Break
4:25 PM – 4:55 PM
Time for a Reset
Blockchain has recently garnered a lot of attention for its security, speed and accuracy. But where does it make most sense for marketers to adapt this technology into their marketing and advertising?
In this session Mary Keane-Dawson, Co-Founder & CEO of TRUTH, the first global agency to use blockchain technology to provide 100% transparency, will share how marketers can benefit from blockchain technology - which can a) highlight everyone’s part in the advertising ecosystem, b) show a permanent and unchangeable record of each translaction, and c) efficiently and accurately track spending.
This will make media a safer place for advertisers and consumers.