What are the main forces of change that are influencing consumer behavior — and how can advertisers and marketers harness the opportunities ahead? Join Nicola Mendelsohn, Head of Meta’s Global Business Group, as she discusses the trends and technology reshaping the future of our industry, shares unique insights into consumer behavior on Meta’s platforms, and examines the ways leaders can prepare for what’s next.
Every single CMO we've spoken to in the last three years has said that balancing brand vs. performance is a significant topic in their marketing department (and yet no one had answers or data). Three years in the making, using a radical never-before-tried research methodology, the MMA has finally assessed the economic value of branding, arming CMOs with the scientific evidence to determine the suitable investments. Spoiler alert, the long-term sales effect of branding appears to be worth another 1.5x than what you thought. And brand-only marketing appears to produce sales of +40% to repeating performance marketing.
With 100 years of compelling stories, iconic characters and immersive experiences, Disney continues to finds ways to inspire fans and connect with brands around the world. Hear from Rita Ferro, President of Disney Advertising and Asad Ayaz, Disney’s Chief Brand Officer and President, Marketing, Walt Disney Studios and Disney+ on how they embrace challenges, drive change and create positive impact, globally.
What if you could use data to design a marketing org that delivered on the company's growth agenda while increasing employee engagement? You can, and we can prove it. Over the last five years, a team of leading academics and MMA's Global Board have discovered and proven (through data) how well-designed marketing organizations succeed. Hear the latest on this five-year journey and learn how to apply these learnings and what will likely hold you back.
Explore and be inspired by Kellogg's groundbreaking AI applications to drive transformative growth, from media optimization and high-value audience targeting to solving complex business problems. Learn what it takes to build and maintain successful AI experiments.
Over the last nine months, MMA’s Consortium for AI Personalization (CAP) has been running real-world experiments to apply AI and Machine Learning to digital advertising. Three studies have been completed with astonishing results. Two of the three studies had triple-digit gains, while the third showed no impact. Learn what worked and didn’t work in applying AI to digital advertising and hear from the CMOs and marketing practitioners involved in CAP about how these learnings have reshaped their marketing strategy. And aside from the extreme performance insights, they will share what's really hard about everything in executing digital advertising with AI (and how to undertake it).
This presentation will provide an examination of how artificial intelligence (AI) is revolutionizing creative aspects of advertising globally within HP. The talk will illuminate specific instances where AI tools and techniques are employed to enhance ad creativity, drive targeted messaging, and improve ROI. We’ll also delve into how HP leverages machine learning algorithms for real-time personalization, ultimately leading to increased customer engagement.
The presentation aims to demonstrate the transformative effect of AI in advertising, showing how HP uses these advancements to redefine their global creative strategies. This discourse will be a valuable resource for organizations looking to harness the power of AI to boost their advertising effectiveness.
Many marketers falsely believe that a broad-reach media plan is the best way to drive incremental sales and long-term growth. However, a foundational study by the MMA mathematically proves this wrong, and we’ve run a series of experiments that validate how the Moveable Middles Growth Framework contributes to growth in a new and powerful way. Hear from major CMOs how they’ve executed this revolutionary approach and what these experiments have taught them about growth.
If you haven’t yet chosen an activity and would like to participate, please stop by the MMA registration desk. Everyone is welcome!