From fighting ad fraud, to tackling the duopoly, and adhering to the General Data Protection Regulation, this year’s 2018 Native Ad Forum hosted by Sharethrough will dive deep into the changing landscape of the digital advertising world. Through a series of lightning talks, panel discussions, and keynote speeches, this year’s event will walk you through how publishers, advertisers, and brands are working together to tackle key industry issues, all while preserving the integrity of your digital content through respectful user experiences. Leaders from media brands, ad tech players and more will also share with you their native success stories, how they plan on integrating it into their overall marketing strategies, and what to expect in the year ahead.
With big data disrupting the outcomes of referendums and elections on both sides of the Atlantic, the world is reckoning with a revolution in targeted political communications that threatens to subvert our democratic values. What can we do about it, and what lessons must companies learn to act with responsibility and integrity around their own consumer data?
Portugal is a creative destination for brands around the world. This panel will showcase some of the Best Brand Experiences created in Portugal and discuss why Portugal is a wonderful destination for brands and agencies to plan and execute their creative experiences and advertising campaigns.
Executive Partner, Mojobrands
Director, Event Point
Meetings and Incentives Marketing Manager, Turismo de Portugal
Mobile has raised the stakes and changed what consumers want. When advertisers get it right and move at the pace of today's culture, they win. But for many of us, we're still working the old-fashioned way. Everyone wants to be “agile”, but what exactly does that mean? Luckily, there’s a tested roadmap: In the early 2000s, the software industry was torn by the same forces—slow, systematic process vs. the expectations of fast-moving consumers—and, as a response, it transformed through a revolution of young talent that thought in new ways. Simply put, software went through a people-driven transformation when it shifted online. People demanded to build things differently and to work in a more satisfying way. Now advertising has to follow the same path. The story of agile development can teach us how to lead, organize, and build in new ways.
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
What happens when you take 50 engineering students from the US and Europe, six bright-idea energy technologies, a top French chef, a thousand UK coffee shops and a team of industry experts - and mix them together with a brand seeking to make the future? You get to cook up an iconic red London bus that runs on coffee grounds, and a clean-energy kitchen-on-wheels, where hungry New Yorkers literally jump for their lunch.
We believe that if everyone pitches in, engages with their community, we can together power global progress through creative, innovative solutions to the world’s energy problems.
In this session we’ll hear first-hand how a spirit of inclusiveness and collaboration can spark the most engaging, creative ideas – and positively alter the present and future for our planet.
2017 has been a year of currencies: from the strength of the pound to headlines about bitcoin to the more abstract talk of ‘social currency’ on social media.
But there’s another type of currency we all deal in every day which has the potential to unlock whole new levels of engagement and untapped revenue streams: ‘Kinetic Currency’. It’s what customers generate when they become actively and physically involved in a campaign. And today, it’s becoming incredibly valuable. At this point, brands discover how much their customers care – when they turn from a passive to an active participant. What made them cross the road?
In the past, movement only held value if people arrived at physical attractions like gigs, festivals or pop-up stalls. While effective, these events have no scale. But last year, Pokémon Go took this phenomenon and started making people move for digital experiences. Not only did it take digital experiences to a market of millions, but it also made its content scarce and exclusive. If you want to play, you have to move and for the first time the movement had value, creating this notion of kinetic currency.
Now, brands everywhere are waking up to this concept. Whether it’s music artists like Shakira teasing content worldwide in the lead-up to the release of her latest album, or Nike creating virtual sneaker drops using geo-location. Realising the value of kinetic currency, brands are now creating scalable experiences that engage consumers like never before.
WTF IS BLOCKCHAIN?
Let's start at the beginning...
CAN BLOCKCHAIN CLEAN UP THE DIGITAL SUPPLY CHAIN AND ERADICATE FRAUD?
As we all know the digital supply is fraught with fraud depending on how you buy digital media, especially in programmatic. This was made clear in the waterfall chart from the WFA which clearly shows that the chain is broken so much so that advertisers are now demanding more transparency than ever and this has been reiterated by Marc Pritchard of P&G on numerous platforms.
At present it seems that advertising is very much about short-term gain rather than long-term brand building and this is supported by the research paper by Peter Field and Les Binet – the Long and Short of It.
Recently, Blockchain has been hailed as a silver bullet for all commercial sectors and is gaining momentum especially in the Financial Services sector, which has been through its own crisis and some might say this is still ongoing.
Hear from a Fintech expert what Blockchain is, learn the pros and cons, and the implications when applied to the digital supply chain.
Hear from European brands and entrepreneurs on how to rattle the marketplace. Listen to the challenges and hard work necessary to stand out amongst competitors. Leave inspired by campaigns and creators!
Part of the benefit of diversity lies in the different ways that we tackle briefs and challenges. People whose brains are wired in different ways can bring a huge competitive advantage to our industry. However we haven't always created workplaces in which people that aren't neurotypical can show up as themselves. We want to celebrate the superpowers of dyslexia, autism, dyspraxia and dyscalculia - without being flippant about the very real barriers that people who aren't 'neurotypical' can face in the workplace.
When it comes to the performance and reach of a campaign, brands either go to one extreme or the other in terms of brand safety; they protect their brand too much or too little.
Unfortunately, both hinder the efficiency of a brand’s campaign. During this workshop Grapeshot will identify the key misconceptions of brand safety and how brands can use contextual targeting to navigate their campaigns throughout 2018 and beyond.
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.
We now have the power to go beyond knowing what a customer will do to actually predicting how they’ll behave in the future. While the best place to start is with business goals, where it leads is changing the way marketing is done. Everything from demographics to average order total, from the lifetime value of a customer to their propensity to buy, from prioritising sales leads to customising campaigns is being forecasted through predictive analytics. How can you use this powerful tool to cope with channel proliferation and changing purchase behaviour? What insights can you capture that will drive marketing creative? How can the data help determine the most impactful messages?