With so many new data sources and new consumer touch points, brands need to rethink how they use technology and data to deliver quality experiences that are consistent from CRM and the CMS to their media, social presence, web sites, and app. Creating a streamlined data ecosystem to leverage their 1st party data should be stop one. Stop two should be using technology to automate everywhere possible to get to actionable insights as fast as possible. As part of that brands should take ownership of their data and technology changing their relationship with their agency. This is the path to truly delivering quality experiences that are dynamically personalized at scale.
The use of programmatic among marketers has dramatically increased over the last couple of years. In this session, Rajeev Subramanyam from American Express OPEN will discuss how the move to programmatic buying has significantly benefitted their business through more efficient and intelligent audience buying. He will also address new challenges facing advertisers with the dramatic shift to mobile, and will look ahead to key mobile priorities for the company in 2016.
The mobile web is an important consideration for mobile programmatic investment but the greater opportunity lies with mobile apps. eMarketer estimates that the US in-app mobile ad spending market—which includes both search and display—will reach $20.79 billion this year, accounting for 72.4% of total mobile ad spending. A sizeable portion of that in-app ad spending transacts traditionally, not programmatically. Find out why that is and when that trend is likely to change.
There is virtually unlimited potential for scale, impact and efficiency in automated and programmatic advertising. But, as with most new marketing technologies and opportunities, there are valid concerns regarding transparency, traffic and ad quality, viewability and accountability. This session will discuss ways we can work together as an industry to build trust, establish new standards and unlock that value in a clean, well-lit environment that supports and builds our businesses.
The Media Rating Council (MRC) will discuss the progress of initiatives to codify guidelines for mobile viewability measurement as well as location-based advertising measurement. A representative of the MRC will discuss the organization and the guidelines process as well as provide an update on the status of each initiative. This session will also include details related to the importance of measurement, viewability, invalid traffic filtration and audience attribution (including location) in mobile and programmatic environments.
Unveiling groundbreaking research that proves that spending more in programmatic increases marketing sales and profits.
BCG reports that mobile is the fastest-adopted technology of all time, garnering 3 billion connections since 2000. The simultaneous rise of automated advertising has created a $14B industry by streamlining campaigns across 3.17 billion digital consumers worldwide. Join this panel as they present case studies showcasing the power of programmatic as it pertains to mobile.
Digital video is one of advertisers’ most powerful engagement tools - and advertisers are constantly looking for new ways to leverage it to boost results. This session will explore how video’s convergence with automation is making it that much easier for advertisers to connect with consumers and rise to meet audiences where they are most engaged.
A truly effective campaign leverages adaptive messaging to deliver relevant creative for each consumer encounter. Join Miha Mikek and Jason Collar as they present how advertisers are using real-time insights about audiences to engage the consumers most likely to convert during the moments that matter.
The holy grail of advertising is 100% accuracy in targeting and 100% relevance. We may never get there, but programmatic does offer very powerful opportunities to target the right ads to the right people at the right time. We’ll surface the opportunities, how marketers can take advantage of them, and some of the pitfalls to avoid.
Baudouin Gorman, GM Americas for Gameloft, one of the world’s largest digital and social game publishers with a monthly audience of over 147 million unique players, will offer the closing keynote on the future of mobile games as a platform for Marketers. He will also offer the latest best practices in game-based advertising - sharing the "keys to the kingdom" of brand presence in gaming apps (native in-game units as well as branded games), and how these non-intrusive yet immersive and highly engaging formats are helping marketers reach efficiently their audience.
