Welcome Remarks by MMA India's Country Head.
Greg Stuart on Solving the Toughest Challenges in Marketing Measurement
The recipe has changed, technology powers creativity to make great ads.
When every day brings constant disruption, it’s hard to know where to focus. We can’t go back to the way everything was, but we can look to the future with informed optimism. In this engaging panel discussion, bestselling author Rohit Bhargava is joined by Acacia Leroy and Nathania Christy, two Singapore-based trend curators from Trendwatching, to discuss trends for the future. You will get an inside look at some of the major trends that will shape the coming years, and learn how to take advantage of them for your business right now.
Marketers typically create media plans that aim to maximize campaign reach. But is a plan that is designed to maximize sales and outcomes perhaps better for brands? What is the role of targeting in terms of ROAS and which approach better serves the brand both in the short term and the long term?
MMA and Neustar have worked together to study these questions. In this session, Vas will present never before released results from a comparative analysis of alternative media plans and explain why these findings are repeatable and provide a better growth framework for brands.
Gaming is now the biggest mass marketing channel, similar to what social media marketing was 15 years ago. The stereotype of gamers is changing across all age groups and social demographics; It's more female, affluent and older than you think. PC to Console to Mobile and now eSports are all showing the value of engagement to advertisers especially during the recent COVID times. Join this discussion to understand how brands can communicate effectively within this massive gaming ecosystem.
Marketers must reinvent an online advertising industry built on third party cookies – virtually overnight. Marketing technology expert David Raab will clarify the challenges faced in replacing cookies, describe the actions needed to find effective replacements, and illustrate the key role that customer data will play in these solutions and broader business success.
Bessie Lee will speak on one of the hottest trends in marketing in China - live streaming ecommerce, and how live streaming is creating new and innovative ways for brands and retailers to connect with consumers. With 5G developing, advanced technologies such as data analytics, VR and AR technologies have given livestreaming huge market potential.
Bessie will also touch on the challenges for brands looking to add live streaming to their retail strategy.
As CEO of WPP China, Bessie played a key role in the digital transformation of China’s largest advertising group, whilst making angel investments in the sector. Three years ago, she left WPP to launch China’s first Martech VC fund at Withinlink, which invests in AI-powered tech start-ups that represent the next wave of innovation in China.
Opening remarks by Shamsuddin Jasani, Group MD, Isobar South Asia, Isobar India
Wally Brill and Arpita Kumar from Google's Assistant: What does your brand sound like? Research has shown that when hearing a voice, it takes less than a second to create a strong, positive or negative impression of the speaker. As more and more people integrate the Google Assistant into their lives to help them get things done, they quickly develop direct relationships with the personality of the Assistant and with the personalities of the brands they interact with. This creates a golden opportunity for brand extension and positive reinforcement of brand attributes that shouldn't be missed. Learn some of the art and science of creating compelling, branded, interactions for the Google Assistant both globally and locally from Wally Brill and Arpita Kumar from Google's Assistant team.
Welcome Remarks by MMA India Co-Chair
Game engine" software powers some of the most innovative experiences today: from Fortnite to The Mandalorian, architecture to automotive, and from concerts to TV commercials. As creators, these real-time tools can help us unlock our imagination and work flexibly across projects. This discussion will include showing how agencies can use game engines to thrive - both now and into the future.
Insightful session on Global Advertising: The Outlook for Technology & New Media
Unveiling an exclusive survey report: ‘The State of the Industry 2020: Mobile Marketing in India’ in association with WARC.
It will include insights on the impact of mobile in the industry, mobile marketing & its types & techniques, insights on mobile budgets & effectiveness in the industry.
The report showcases how mobile has been resilient despite budget constraints during the pandemic & mobile video being a significant marketing activity for most.
CPG marketers know that producing assets, packaging and labels at scale is costly and inefficient, but incredibly important. Always working at the intersection of creativity and technology, MediaMonks is exploring the untapped potential in game engines like Unreal to facilitate better, faster product photography and videos for food, drinks and other consumer products at a fraction of the cost of traditional processes. MediaMonks India CCO John Paite will share practical applications for marketers who want to push the bounds of creativity and quality, and upskill a team to innovate in the space.
Learn how to Design A Modern Marketing Organization
2020 has witnessed a renewed digital wave which has led to an enhanced focus on programmatic advertising. Larger global trends will impact how programmatic provides must evolve for better transparency, efficiency and marketing outcomes for the advertising community. Be it the changes to Apple's IDFA and the deprecation of cookies, the growing popularity of header bidding across mediums, a burgeoning CTV/ Mobile OTT world or the efforts on supply chain optimization - how will these shape The Future of Programmatic Advertising?
MMA India brings to you, a decision-maker focused talk and workshop to immerse you into the changes in computing and human behaviour caused by voice, and how you can foray your brand in a Voice First world.
Sreeraman Thiagarajan will be conducting a hands-on virtual workshop to help your brand’s presence in voice.
Learn about conversational design, Voice User Interface (VUI), persona creation, intent building, putting the AI to work, and more.
Agenda:
4:30 pm – 4.40 pm Context Setting For VUI
4:40 pm – 5.05 pm Understanding & Crafting Voice Persona Of Your Brand
5:05 pm –5.25 pm Design Sprint, (Virtual Hands-On Workshop)
5:25 pm – 5.30 pm Presentations by Team & Feedback
*Registrations by invite only. Request an invite here.
Unveiling MMA Annual Ecosystem Report 2020, Modern Marketing Reckoner – inspired by ‘Nothing is Certain. Everything is Possible.’
An initiative by GroupM & MMA
Protecting brand reputation is more challenging than ever given the volume of digital threats stemming from misinformation, inappropriate content adjacencies, and ad fraud. With Direct to Consumer approach becoming mainstream for brands, Customer Experience is paramount and is critical for brands to define Brand Safety and Ad Fraud mitigation strategy.
In support of these efforts, the MMA, together with brand leader has created, Brand Safety Guide in collaboration with mFilterIt.
Moneka Khurana
Country Head - MMA India
MMA Global
E: [email protected]
