Melbourne

MELBOURNE AGENDA

The most comprehensively researched programmatic conference agenda in the region. Learn from the smartest international and local minds.

Tuesday 3 March

8:00

Registration Opens

 

8:50

Dan Robins
Opening Comments

Dan Robins, Director, CMO Advisory, PwC & Programmatic Summit MC

 

09:00

Jonathan Wan
International Keynote: Preparing for programmatic battle lines

Jonathan Wan, Director of Global Marketing, Media & Social, Japan Airlines

Japan airlines logo

As a global marketer there’s no rest for the wicked when it comes to grappling with an increasingly automated and tech-driven world, as Japan-based Wan can attest to.

Whether it’s transitioning to dynamic creative optimisation for an increasing amount of campaigns, battling with the quality of data in the travel space, or negotiating ad fraud nuances, the international airline has been busy arming itself with the necessary tools to plan for a more efficient marketing future.

While ad blockers and “proper” attribution remain common challenges, it’s actually crafting relevant and engaging messages to the right audience that keeps Wan up at night most.

In this session Wan will reveal challenges the Japanese flag carrier has encountered on its path to improve programmatic, will question why programmatic campaigns can turn out so pedestrian and will share some tips to help you not only avoid certain pitfalls, but to push ahead with programmatic confidence.

9:30

Kevin Delie
Keynote: This Is Your Brain on Video Ads

Kevin Delie, Country Manager, Australia & New Zealand, TripleLift

Triple Lift

Video has long been the golden child of advertising. It enables marketers to tell stories that elicit emotion better than any other medium. But in the past few years, something has changed. Consumers are becoming accustomed to content without commercial breaks. We’re watching new types of video in new places. And it’s not just our viewing habits changing – our psychology is, too. In this session where neuroscience meets media, learn about cutting-edge research that shows how the human brain responds to different types of ads.

10:05

Jennifer Snell
Are You Thinking of Bringing Your Digital Media Buying In-House?

Jennifer Snell, Head of Digital Marketing at Finder

Finder

The shift toward in-housing has long been seen in the industry, but having always had their digital media buying in-house, Jen Snell, Head of Digital Marketing at finder, has a unique perspective on the pros and cons of the issue. In this session, Jen will the share their in-housing journey, and present both sides of the coin including the key things to consider such as the management of data and who owns the tech contracts.

Willem Paling
Facing Bob Hoffman’s Conspiracy: Are We Living in the End of (Programmatic) Times?

Dr Willem Paling, Customer & Growth Analytics Director, IAG

IAG logo

In September 2019, ad contrarian Bob Hoffman made the claim that for some years now, the advertising industry has been engaged in a conspiracy to deceive its clients and the public about online advertising. Not some kind of overt plot, but a collective lack of acknowledgment surrounding ad and traffic fraud, inflated and absurd metrics, unethical or illegal data sharing practices, and emerging regulatory responses.

This talk will unpack these issues from a client/advertiser perspective, in the Australian context. It will link to the speaker’s ongoing work on causal attribution, to the more recent recommendations of the ACCC digital platforms report and tighter tracking controls being implemented by Apple and Google, to explore what programmatic might look like in a world where regulation and control are much more tightly controlled.

10:30

Coffee & Networking Break

 

10:55

Ben Shepherd
Programmatic – the missing chink in a creative agency’s armour

Ben Shepherd, Chief Media Officer, CHE Proximity

CHE Proximity

Traditionally associated withe media agencies, programmatic ventures have been all but been ignored by many creative shops.

However, sensing a good opportunity driven by client desires and the rise of addressable media, CHE Proximity has been busy wading into the lucrative data-driven realms by bolstering its programmatic team and all round automated offering. With a mission to ‘do it differently’ and learn from media agency mistakes, CHEP’s programmatic endeavours are driving an increasing amount of revenue, however, efforts have not been without challenges. The agency’s chief media officer Ben Shepherd explains why creative agencies shouldn’t fear programmatic, why murky industry failings are a win for others, highlights what a truly transparent programmatic offering ‘should’ mean across the landscape, and reveals some of the hard learnings along the way.

Peter Leonard
ACCC and Regulatory Disruption 1.01

Peter Leonard, Professor of Practice at UNSW Business School and Principal at Data Synergies

UNSW logo

Regulatory disruption of the digital advertising supply and value chain is gathering pace in Australia. This session briefs you in ACCC activity following the ACCC Digital Platforms Inquiry. Not clued in on how the ACCC is impacting adland? Fear not, as this session will see you walk away with a sound practical understanding of what’s at stake here and why you should care.

11:25

Track #1
Partner Breakout

Pubmatic

Session details TBA

Track #2
Partner Breakout

Session details TBA

11:50

What Does the Future of the TV/Video Buy Look Like?

Jordan King, Director of Audience and Automation, Nine Entertainment Co
Brett Poole, Managing Director, Finecast
Kirstin O’Brien, Former Marketing Manager, Monde Nissin Corporation (Black Swan)
Liam Walsh, Managing Director, Amobee

Jordan KingBrett PooleKirstin O'BrienLiam Walsh
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Driven by consumers, broadcasters, digital players and tech innovation, the role and evolution of TV has come on leaps and bounds, but what does the TV buy of the future look like?

Is ad tech propelling and enhancing the monetisation of digital video or is it holding it back and how is this set to change in 2020?

This panel will address the role of programmatic in TV as well as the rise of BVOD and the impact of the joint broadcast industry’s new to market DSP, VOZ and much more.

We’ll also question how the industry is addressing market confusion to make it easy for brands to understand the landscape, the audience potential and to increase ad spend in the space.

Brands Pushing Boundaries in Smart Speaker Evolution

Louise Bermingham, Head Of Digital, Mindshare Melbourne
Cathryn Adams, Commercial Director, Sky News
Chloe Craig, Head of Digital Marketing, Blooms The Chemist
Dan Robins, Director CMO Advisory, PwC Australia

Louise BerminghamCathryn AdamsChloe CraigDan Robins
Mindshare, Skynews, Blooms Chemist, PwC Australia logo

What is the role of programmatic advertising in the rise of smart speakers and who are the smart brands getting involved? This panel takes a look at how brands are expanding the media buy to include smart speakers and what the tech, ad tech players, publishers and media agencies are doing to develop this channel. From analysing the ease of the ad buy to zoning in on challenges, ROI and the rate of adoption, prepare to come away with a sound understanding of this advancing channel.

12:30

Lunch & Networking

 

13:20

Sean Downey
International Keynote: How Marketers Can Predict Customer Needs And Create Better Experiences

Sean Downey, Google’s VP of Media Platforms, Google US

Google Marketing Platform logo

Advances in cloud computing and machine learning make it possible for brands to predict what their customers want and how people will respond to their messages. Join Sean Downey, VP of media platforms at Google to learn how innovative brands are preparing for the future of predictive marketing.

14:00

Track #1
Partner Breakout

Session details TBA

Track #2
Partner Breakout

Session details TBA

14:25

Christopher Guenther
Unearthed & Unfiltered – GDPR & CCPA’s Impact on Publishing Giant Newscorp

Christopher Guenther, SVP, Global Head of Programmatic, NewsCorp US

News Corp

Flying in from New York, Christopher Guenther will share real world business impacts and ramifications of some of the industry’s biggest data and privacy shakeups in history.

In this session we’ll hear the warts and all account of how GDPR and similar privacy regulation, The California Consumer Privacy Act (CCPA), impacted programmatic advertising at mass media and publishing company News Corp.

Ahead of Australia’s ACCC shakeup this session is a key opportunity to get the inside track on how such huge changes can influence business, people and the industry.

Cracking the Supply Chain Transparency Code

Adele Wieser, APAC Regional MD, Index Exchange
John McNerney, ANZ Platforms Director, Verizon Media
Yun Yip, VP Partnerships & Country Manager AUNZ, MediaMath
Vikki Pearce, Ad Ops Optimisation Lead, Dentsu Aegis

Adele WieserJohn McNerneyYun YipVikkie Pearce
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Marketers continue to demand greater transparency from their suppliers. Better knowledge around the supply chain and IAB protocols/standards, how the related infrastructures integrate, and the benefits of supply path optimisation all play key roles for buyers to better understand the eco-system and maximise the value of their spend.

15:00

Coffee & Networking Break

 

15.25

Digging Deep into the Role of Programmatic in Digital Out of Home

James Diamond, Managing Director, Integral Ad Science
Lauren Mullane, Group Manager of Sales, Westfield’s BrandSpace
Michael Whiteside, General Manager, Cadreon Melbourne
Clare Tsubono, Media Controller, Lion

James DiamondLauren MullaneMichael WhitesideClare Tsubono
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Digital out of home (DOOH) has taken the industry by storm thanks to increasing tech and innovation advancements. There are notable highs in ad spend and a wave of experimental brands pushing boundaries and winning awards in the channel, however, there still lies some gleaming speed bumps. The opportunities are clear, but what are the challenges, what role does programmatic have in DOOH and who and what must happen to really spearhead programmatic DOOH?

Adjusting to, and Impacts of, Life in a Cookieless World

Gai Le Roy, CEO of the IAB
Venessa Hunt, Digital Strategy and Investment Officer at GroupM
Janet Ranola, Paid Media Manager – Search and Programmatic, Koala.com
Davor Vilusic, Programmatic & Media Operations Director, carsales.com.au & Group Managing Director, Audience360

Gai Le RoyVenessa HuntJanet RanolaDavor Vilusic
IAG, GroupM, Koala logo, Carsales

With Apple, Mozilla and Google cracking down on third-party cookie tracking this has ruffled a few feathers, but whose? What complications do such tracking restrictions bring? Who loses out and who benefits? While it may not mean the death of audience targeting, it does mean alternatives to third-party cookies will come to the fore. This panel will discuss the ramifications and preparation needed in the face of the third-party cookie crumble, will ask what does this mean for sales numbers where sales are recorded using cookies, and will hit off practical tips looking at what can be tracked now, how to target and the role of re-targeting.

16:05

Joanna Lepore
Advertising for a Moment

Joanna Lepore, Consumer & Market Insights Manager, Mars Wrigley Confectionery Australia

Mars logo

With a robust and evidence-based view on media, Mars Wrigley has taken effective reach to the next level by exploring the role of data in targeting the right audience at the right time.

Joanna Lepore, from Marketing Insights, will expand on Mars’ principles on media reach within the Laws of Growth Framework, or ‘sophisticated reach’ to convert every potential buyer. In this session, Joanna will share case studies where data targeting has been used by Mars to deliver successful campaigns that leverage relevant consumer moments, associations and occasions. She’ll also discuss the perils of limiting campaign potential by simply targeting niche audience groups.

Clare Smith
In-Housing – Busting Open Myths vs Cracking Reality

Clare Smith, Chief Marketing Officer, Vinomofo

Vinomofo

Just as grapes determine the quality of the wine, it’s your company attitude and partners that determine the quality of your in-house programmatic execution and its success.

Australian online retail business Vinomofo has taken the wine industry by storm with its members only wine company and now its CMO wants to give a sneak peek into the inner workings of its in-house programmatic hub and media buying strategy. Smith will take us through the brand’s programmatic awakening, reasons for in-housing and the challenges it has faced and is now facing. The top marketer will share tips for making the move to in-house, will alleviate fears about stepping away from a media agency and calls BS on some of the programmatic buying myths in market.

16:35

Closing Keynote

17:05

Closing comments

Followed by Drinks Reception