Programmatic is changing everything. If you work in marketing or advertising and haven’t felt its impact on your job already, you will at some point later this year.
There is no question. This is something you have to get your head around. Therefore, you need to get along to the Programmatic Summit, Australia & New Zealand’s only dedicated programmatic advertising conference, to learn about the space and network with everyone in the industry. It’s not a hard sell.
So what will you hear and learn about at the event? Here’s a taste:
Marketing at the Intersection of Creativity and Data Sciences
Vic Walia, Head of Brand Marketing at Expedia, spoke to Ashton Media recently about how he sees the future of programmatic being a service to his customers. Walia will expand on this during his keynote presentation as he talks about the evolving role of the chief marketing officer (CMO) and how technology, data sciences and algorithmic learning are becoming an increasingly important part of the marketing mix.
Walia will share his own experiences at Expedia where he blends brand management and creative insights with technology and data to create award-winning marketing campaigns.
In the US, Expedia has taken its programmatic function in-house as he outlined in our piece The top 10 programmatic trends of 2016. Walia will go through his journey to this point as the company grasps marketing in a programmatic world, in addition to sharing his successes and failures along the way.
How are brands surviving in the new programmatic ecosystem
Join Simon Williams, Global Head of Media Partnerships, Dentsu Aegis; Rob Moore, Deputy Director Of Marketing, Roadshow Films; Andrea Chin, Senior Account Director, Krux; and Ciarán Norris, Director Marketing & Business Insights Consultation, American Express, as they discuss how brands are organising internally to maximise efficiency in the programmatic age. The panel will also explore the drivers of success, how advertisers can adapt to maximise the opportunities programmatic presents and how programmatic can deliver a more relevant, customised experience for consumers.
Addressing industry hot topics: ad fraud, ad blocking and viewability
According to the IAB/PWC Online Advertising Expenditure Report (OAER), Australian online advertising delivered 33% year-on-year growth for the third quarter of 2015, reaching $1.565 billion for that period. Despite this success, major industry challenges remain. Among the top issues is ad blocking with consumers finding ways to dodge marketer’s best online efforts. Although some members of the industry feel it’s been sorted, ad fraud still persists. Viewability is another hefty issue on the table that isn’t going away anytime soon.
To debate these topics, we’ve brought together a panel including Lachlan Brahe, VP, ANZ, Comscore; Rhys Williams, Head of Media Technology Solutions, Google; Dan Robins, Head of Interactive, OMD; Ben Chamlet, Head of Trading and Programmatic, Yahoo7; and Tereza Alexandratos, Digital Ad Development Director, Fairfax.
They will discuss the status of each issue, the reality versus the headlines, learnings from other markets and what happens next.
Programmatic is not a medium: beyond digital screens to TV, audio & outdoor
Programmatic buying and selling of advertising is rapidly moving beyond the online ecosystem with outdoor, radio and TV all in the frame to take advantage of programmatic technology. Yet each of these advertising ecosystems operates differently. Steve Hunt, Regional Vice President, TubeMogul; Steve Brown, Director of Digital Sales and Operations, SCA; Mark Frain, Chief Sales & Marketing Officer, MCN; Hayley Cameron, Digital Commercial Manager, SBS; and Bronwyn Cooper, Strategy & Insights Manager, Scentre Group Brandspace, are set to talk about the current status in the Australian media landscape and how far programmatic can potentially go. Find out how these sectors can leverage learnings from the interactive ad industry.
How transparent is transparency and the rise of programmatic intermediaries
Programmatic has undoubtedly increased efficiencies through automation but a whole new range of costs have been added to the equation such as trading desks, ad verification, data and exchange fees. Do the costs of these intermediaries translate into an equivalent or increased value for marketers?
Hear from a panel including Dr Nico Neumann, Senior Research Analyst, University of South Australia; John Miskelly, Chief Digital Officer, GroupM; Dylan McBride, Commercial Director, AppNexus; and Matt Bruce, GM, Adobe Media Optimizer, APAC, Adobe as they discuss whether intermediaries should be more transparent about their costs or simply be measured on the end result of a campaign.
Differentiation at the edge
Technology has upended the advertising industry. Amid a new competitive landscape, rapidly changing consumer behaviour, and an aggressive “ad tech power game”, companies globally and locally are in search of a new edge for their business. Join AppNexus VP Dave Osborn, who believes programmatic has the power to create a better internet, as he discusses the importance of differentiation for our industry’s largest players and how to find that edge.
Enabling Programmatic Everywhere
Programmatic is unlocking new opportunities and greater efficiencies for marketers, and Google’s DoubleClick has a front-row seat for the action. Roshan Khan, Senior Product Manager at Google, US, will share how DoubleClick is using programmatic infrastructure to simplify and unify access to all types of media, including premium video, mobile, reservation inventory and the emerging formats of TV and outdoor. Khan will discuss how marketers can achieve better performance, reduce waste and engage more effectively with their audience across all screens.
The 2016 Programmatic Summit, in partnership with IAB Australia, will be held on Wednesday 24 February. The event is a must-attend for both buy and sell side executives within the media and advertising industry.
See the full agenda here. Final tickets are now on sale.
Mark Abay - Content Director, Ashton Media
Mark is Content Director at Ashton Media. It's his job to create interesting and engaging conference programs that stretch the thinking of our attendees. Mark works closely with our industry advisors to ensure the conference content is aligned with the needs and interests of our audiences.