What can 85M mobile fans in 11 languages tell us about the future of sports? Quite a lot actually.
The World Cup is the world's largest social event yet as sports finally undergoes its digital disruption, it's hard to navigate all the platforms and places audiences will engage, communicate and celebrate in 2018. While technology is behind this shift, it's also brought new solutions. Alongside fresh insights from MM's 85M global fans, hear real world case studies from brands who are successfully navigating this new world.
Global Head of Football, Minute Media
Customers are more in control than ever before. Digital has transformed the purchase journey and market saturation is common. Even legislative changes are encouraging customers to shop around. With competition just a scroll, click or voice command away customer retention has never been more important. As a result, brands need to establish new value amongst their audiences in order to drive loyalty. But what is deemed ‘value’ in this environment and how can new technologies help?
Chief Platform Officer, Starling Bank
As rates of consumer engagement continue to rise, many brands are partnering with sports team and athletes to reach their core audience groups. Industry experts discuss the current trends in Sports Marketing and what is to come in the future.
A decade ago, brands launched into a social media land grab. Those who acted strategically and efficiently reaped the rewards of consumer attention. Now, the next channel for that attention is here! Voice-first A.I. platforms like Amazon Alexa and Google Assistant are taking audio interactive and on-demand, giving brands unprecedented opportunity to connect directly with their customers. It's the next frontier for marketing, opening up personalized communication and direct commerce with audiences at scale.
Two and a half years after Snapchat welcomed advertisers, how are brands adapting to a new paradigm in digital marketing and how do they see success on the world's biggest AR platform?
Wall Street Journal's Lara O'Reilly talks to eBay’s Gareth Jones, Gabby Golding of Coca-Cola, Skyscanner’s Anna Derezinska and Snap’s Will Scougal about how they use the platform to reach Snapchat's highly engaged audience and how they keep up with Snapchat’s pace of innovation.
Reporter, Wall Street Journal
Paid Growth Enablement, Skyscanner
Digital Senior Manager, Coca-Cola GB
Senior Marketing Director, eBay
Head of Creative Strategy , Snap Inc.
People come to Instagram to connect around their passions and one of the most passionate communities on Instagram is sports enthusiasts. In fact sports is one of the most popular areas of interest on Instagram, with 1 in 3 Instagrammers following a sports account or athlete and even more coming to the platform to connect and share during global sporting events. This highly engaged sports community presents a huge opportunity for brands.
Rich data can tell you what your target audience wants, feels, and does. It can illuminate how your customers interact with your products and services, and provide guidelines for development. But if your narrative isn’t creative and compelling, will customers know you exist or remember you when making buying decisions? And doesn’t creativity drive the need to innovate and find new ways to collect the data that matters? In this chicken-or-egg debate, see who walks out of the pub on top.
VP, Creative Director, verve
Creative Solutions Director, exterion media
We’re seeing acceleration in business decision making by some leading players to match the pace of consumer expectations. In order to win companies need to be more agile than ever before. They must be willing to pivot to match audience behaviour and nimbly navigate an ever changing competitive landscape. Often this means a preference for fast feedback, quick iterations of their products, changing old processes and adapting current thinking to run marketing in new ways.
Every advertiser’s main goal is to communicate at the right time, in the right place and with the right message. But what if you could understand your target audience and their needs even better than they do themselves? Growth marketing specialist DCMN reveals a new innovation for the mobile market: Intention & Behaviour Targeting.
The trade press is inextricably linked to the trends and travails of the marketing and media worlds and it’s believed that coverage can still make or break the fortunes of agencies and individuals. Seize this chance to learn more about what influences editorial decisions and the viewpoints that journalists take of the industry as we turn the table and give a panel of senior trade journalists a grilling.
Director of Content, Propeller PR
From streaming long-form docs to sharing snackable shorts, we’re glued to the screens in our home, office and pocket. In an era freed from the constraints - and traditional benchmarks - of linear TV, who’s investing in video and getting it right? With a different format and approach for every audience, which models actually work and why? And what does quality look like to new generations with a fundamentally different understanding of how to use video?
Head of BBC Worldwide Digital Studios , BBC Worldwide
Executive Producer, Documentaries, The Guardian
Social platforms have repeatedly been telling advertisers to focus on faster message delivery. The fear of losing viewers after the first three seconds has led to a deluge of poor quality video, clubbing the viewer over the head with a brand message. But good social content doesn't have to be short. Here, this panel examines the potential for creating effective longer-form content for social.
head of strategy, We Are Social
executive creative director, We Are Social
vice president, global brand communications, adidas Football
Global Creative Strategist, Facebook
How are publishers pushing content frontiers to meet the expectations of tomorrow’s audiences and advertisers? Some of the biggest and most innovative publishers across news, kids, sports and lifestyle genres reveal their plans to redefine content, the way it’s produced and consumed, and how brands can be part of their story.
VP, Digital Commercial Strategy & Revenue , CNN
In 2017, in an ecosystem estimated to be worth billions, 100 brands brands invested $600M in marketing dollars in eSports for their very first time. Some unlocked value, many more failed. They do say the millennial male is an elusive species - too bad that’s misperception #1 about the esports audience. The world esports and gaming ecosystem is inherently complex, but one thing is clear: brands are eager to connect with these customers. But for many brands, that’s all they know. We're here to help.
Global SVP & GM Esports, Minute Media
Audio is on the rise with podcasts becoming a favourite pastime among consumers of all ages. From 15-second credits and endorsements to short-form brand audio and branded shows, learn about the tools podcast publishers are building for sponsors and advertisers, get a better understanding on current guidelines and best practice for listening measurement, and leave with the skills to launch your brand's next podcast.
What technology are you using to solve your marketing needs? How many vendors do you work with? Do they talk to each other? Can you harness your audiences and insights across all marketing efforts? Join MediaMath VP of Global Marketing Emma Williams, to discuss the promise of interoperable technology stacks that allow you to centralise budget and workflow and get a holistic view of your customers so you can drive performance across all channels.
80% of consumer purchasing power is women, 28% of people in the US are in the non-white minority and 60% of the world is from Asia. Everyone in the world is different, but traditionally when we design our unconscious bias steps in and we ignore signs to design for different people. The more we understand our unconscious mind, the more it starts to impact the way we think and create. What does this mean for creating global experiences where different mindsets are required to align to our design? The R/GA design model helps us to get behind the context, environment & mindset of our users in order to create conscious ecosystems. Harvard has created an implicit association test to measure attitudes and beliefs - the important thing is how we get these into our design process so we can shape our work without our unconscious bias taking over. Diverse design teams mean we create well rounded experiences. Projects like ‘Love has no Labels’ showcase the humanity in design and what it means to design with a conscience. Let’s make sure that what we are creating is genuinely impactful to all our audience and that we consciously think about the hundreds of decisions we make day to day.
Day 4 in the Vertical Series closes out the Week with a look under the hood of the auto sector.
Join Neustar’s VP Marketing Julie Fleischer as she sits down with Benjamin Braun, Audi UK CMO for a fireside chat to learn how this premium auto brand creates and executes beautiful stories with the right data driven tools and insights. Using marketing analytics to quantify the value generated by their distinctive communication and campaigns, Audi is able to know exactly where to spend the next pound on marketing.