Dato - 28/11/2017 (9:00 - 17:00)
Pressen, JP Politikens Hus
Featuring inspiring presentations, case studies, research, and more, IAB Denmarks “Programmatic Advertising and Marketing Automation 2017 – is designed for marketing leaders, from brand managers to CMOs, as well as publishers and agencies to learn about the most prominent trends in digital advertising.
Programmatic will continue to refine buying and selling processes and shift attention to higher-value marketing and advertising functions. Automated platforms and services can continue to drive industry growth through increasingly relevant and effective advertising, flexible publisher monetization opportunities, and enhanced consumer experiences.
Gradually “programmatic advertising” is becoming the explanation for a diverse range of platforms, tools, and processes in digital advertising. Now that automation via software and data has become the de facto means of executing digital and disruptive to most industries – understanding and evolving the roles and utility of each component involved in automation is critical to ensuring an effective marketplace.
Programmatic buying and selling of advertising, real-time bidding (RTB), automation, and the buying and selling of digital media are changing rapidly. Approximately 20% of all digital advertising is sold by one machine talking to another machine—and growing rapidly.
To help ensure that programmatic creates value for the entire marketplace and continues to drive advertising we have created an agenda focused on clarity and education in the Scandinavian market.
|09:00 Welcome to Programmatic Advertising 2017
Today’s hosts: Louise Kloster & Ulrik Krag Morell
|09:10 Welcome to IAB Denmark
Constantine Kamaras, IAB Europe
|09:20 The Viewing Point
Dorthe Bjerregaard Knudsen, JP Politikens Hus
|09:40 Transparency, Trust and Growth in a Programmatic Era
Deep dive into IAB Europe guidance to enhance transparency and trust in a programmatic era
|09:40 The Rise of The Digital Revolution – From Programmatic to Marketing Automation
How is programmatic advertising being used to target, engage, convert, and analyze? What should advertisers look for when the platforms on the market all claim to deliver better leads, aligning marketing with sales, reporting marketing’s ROI, and generating growth?Birgitte Jöhncke, Google
|10:00 The Programmatic Transformation of Non-Digital Media Buying
Programmatic buying principles are now impacting the way non-digital media is brought. Get insights on what is actually done today and how this could evolve in the future.
Rick Jones, Adform
|10:00 Facebook Instant Articles, Trends and Best Practice
With over 10,000 publishers using Facebook Instant Articles to engage readers and generate advertising revenue, this increasingly influential way of delivering content to users continues to divide opinion. How has the platform evolved over the last year and what kind of best practice is emerging?
Cameran Harman, Facebook
|10:40 Mobile Video in the Era of Data and Automation – Merging Programmatic and Creativity
Data-Driven Everything and the era of automation are upon us, forever changing the way brands run digital advertising. Simultaneously, brands are moving away from traditional video formats and looking for brand-safe, viewable solutions which mirror user behaviour – as we now spend the majority of our time on mobile. The rise of video consumption on mobile has at the same time squeezed publishers to keep up with consumers’ demand for video content.
Join us as we take a deep dive into over 2 years of video insights to uncover how the rise of video has affected programmatic buying and media consumption behaviour. We will also explore how to attribute success and KPIs across the entire media buying chain.
|10:40 The Future of a Transparent Marketplace
It’s clear that the advertising industry needs to reinvent the mechanics of the supply chain and real-time marketplaces to shed some much-needed light on the business of ad tech. Let’s look at how we got here and examine what needs to be done to make the original promise of digital advertising a reality.
|11:00 Panel: Unlocking the Programmatic potential
Compared with UK and US, the Nordics still have not unlocked the full potential that lies in bringing programmatic closer to business strategies and the creative space.
What determines to which degree programmatic is included in the media spend of a brand? What should Nordic publishers do to increase the share of the marketing budgets?
Lewis Sherlock, Oath
Camilla Ingwersen, Georg Jensen
Thomas From Discovery.
Moderator: Ian Cemann, Oath
|11:00 Is Header Bidding the biggest challenge in advertising?
Luke Fenney, Index Exchange
|11:40 Industry Mega Trends
Nora Schwab, AppNexus
|11:40 Why ’Transparency’ Will Shape The Next Generation of Programmatic?
The days of opaque advertising value chains, non-disclosed inventory sources, vague 3rd party audience segments — and silent marketer content for it all — are over. What is the role of data in the pursuit of transparency, and why should CMOs be interrogating their data?
Petteri Vainikka, Cxense
|13:00 Data as the foundation of any successful company
Data is to this century what oil was to the last one: A driver of growth and change. The amount of data that we are generating increases exponentially. However, only a fraction of this data is analysed and used. Companies need data, but more importantly, they need to activate their data.
Jacob Lachmann, AudienceProject
|13:20 Holistic Advertising Strategies: Greater than the Sum of Its Parts
Consumers don’t have linear journeys – thanks to technology they have highly fragmented ways of consuming media. This consumption evolution has pushed advertisers to hone in on holistic marketing strategies yet, unfortunately advertising activation and measurement lags behind. Today, there are still many screens, channels, formats and platforms operating in buying silos. Luckily, thanks to technology, programmatic software gives advertisers the opportunity to buy, measure and optimize in a way that resembles the fluid consumption habits of their consumers. In this session, we will talk about the value of holistic advertising strategies and explore the ways that the merging of software and data allows advertisers to quickly answer vital questions and develop deeper insights for future planning and investment optimization.
Toccara Baker, Adobe
|13:40 How to Play Programmatic – Strategies for publishers to stay ahead of the game
Over the past years, Premium Publishers have more and more adopted Programmatic Advertising techniques throughout their businesses. What are the strategies and innovations uncovered? How do publishers use technology and data to optimize their yield? What are the challenges and pitfalls publishers must avoid to succeed? Lessons learned from one of Europe’s leading Publishing Houses and early adaptors of Programmatic Advertising: TA Media
Sylvia Epillard, TA Media Advertising
|14:20 Integrity in programmatic buying
Advertisers want to know their brands are safe and that the digital components of their media plans are effective. They have the right to get what they’re paying for — the engagement of their targeted audiences with their brand messages, accountably and safely. Fake News, unsafe environments and low viewability are challenging today’s programmatic environment and this means that every part of the value chain has to take responsibility and accordingly initiatives to ensure high quality in every aspect of the digital space. In his speak John Montgomery will be setting the scene for an industry dialogue about integrity in Programmatic Buying and Brand Safety in the future.
John Montgomery, GroupM
|14:40 Creating the Ideal Journey – Being Customer Rather Than Technology Led
With so much data and improvements in the technology – it is easy to get enthusiastic with what is possible with Marketing Automation. However, it is important always to remain focused on your actual customer rather than your ideal customer! From a marketer’s perspective, this offers an overview of what questions to ask and the challenges to address when aiming to create a journey the customer would describe as ideal with Marketing Automation.
Rebecca Wright, Maersk Line
|15:20 Winning markets with a data driven business model
Morten Strunge has a unique talent for turning start-ups into a successful businesses and winning markets with a data driven business model. Get his views on how to embrace the future and use customers’ demands and behaviour to your advantage.
Morten Strunge, Storytel
|15:40 Sneak peek at Deloitte’s 2018 Media Predictions
Join Duncan as he presents selected previews of the Deloitte 2018 Predictions that are most relevant for those in media and advertising. Ranging from ad blocking behaviors by country and demographic, TV viewing trends for 18-24 year olds, shopping habits for 18-35 year olds in the Nordics, and also new breakthroughs in machine learning chip architectures.
Duncan Stewart, Deloitte Canada
|16:15 Closing Remarks
Ulrik Krag Morell & Louise Kloster
powered by Anders Petersen & Wouter van Braak, JustPremium
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