The ways in which media is bought and sold has long been a topic of debate and education, but none more so during the current crisis. How has media trading been impacted by Covid-19 and what questions are advertisers asking their agencies. This highly anticipated opening debate with three of the most influential people in media set out to answer those questions and discuss what the future looks like.
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09:15 – 09:55
The impact of Covid-19 on Media trading and what the future holds post lockdown
Moderator: Greg Grimmer
CEO, Mediatel Group
Executive Director, Media for UK and Ireland, Dentsu Aegis Network
Brand and Innovation Director, Partner, &us
10:05 – 10:25
The Top 5 Things That Are Holding Media Innovation Back
Having spent over a decade agency side from Havas to Mindshare to Starcom, Amy Kean is no stranger to the inner workings and politics of a media agency. The challenges in most agencies are the same, just with different planning processes and tool names. For all the brilliant people she has worked all over the world and with and all the success she has achieved in her career, she is still a self-proclaimed “very frustrated head of innovation!” But why? In media agencies the word innovation is often overused and misused, and real progress is slow for a number of different reasons. In this presentation, Amy presents the top 5 things she believes holds media innovation back and what can be done to overcome them.
10:30 – 10:50
Programmatic supply chains and transparency: ISBA and PwC discuss their groundbreaking report
ISBA, the industry body representing advertisers, and consultancy PwC have finally released their long awaited report on the programmatic ad market - and for the first time anywhere in the world they have quantified the end-to-end value of its supply chains.
Two years in the making, a time frame which in itself points to the complexity of system that many want to change, the report unveiled some alarming figures.
In this interview, David Pidgeon speaks with Phil Smith, the DG of ISBA, and the report’s author, Sam Tomlinson, who heads up the media assurance team at PwC, to gauge their reactions to the findings, and to understand what must happen next as the market looks to find a solution.
Moderator: David Pidgeon
Editor, Mediatel News
Director General, ISBA
10:55 – 11:25
Knowing Your Audience
The digital publishing industry is at an inflection point for both audiences and brands. There is almost too much choice – more content, more models, more platforms, more devices, more or everything. Except, potentially, the one thing everyone wants – more relevancy. In today’s environment, convenience and scale win. What if, in the future, we maintain the convenience and scale but overlay that with addressability and accessibility? Allowing brands to work with publishers to deliver the right message, to the right audience, at the right time, across the right platform. Safeguarding their relationships with their audience and thereby safeguarding digital advertising. Sounds great in theory, but how do we turn theory into reality?
- What technology & industry shifts are we seeing in media and how do publishers and advertisers need to transform in response?
- Can premium publishers compete against the walled gardens in delivering a desirable audience to buyers, at scale?
- What will the impact of buyer consolidation have?
- What can publishers do to help buyers find the right audience in a world without cookie?
- Need to see something in here about quality – ad and inventory?
- How are advertisers changing their approach to working with publishers and what should industry expect to see over the next 18 months?
Moderator: Emma Newman
Chief Revenue Officer, EMEA, PubMatic
Head of FAST, Mindshare
Commercial Director, The Guardian
Head of Ad Tech, IAB UK
11:30 – 11:50
The IAB present: User ID in a post-cookie world
With the end of third-party cookies in sight, we have a unique opportunity to redraw the digital ad ecosystem around user experience and build a better web for all parties - consumers, advertisers and publishers. IAB UK’s Head of Ad Tech Tina Lakhani shares the key principles that User ID must meet in order to achieve this and fills us in on the work being done to develop viable solutions.
11:55 – 12:15
When the buyer met the seller - the keyword blocking conundrum
Protecting the advertiser from appearing against inappropriate content is nothing new, but as the escalation of coronavirus continues to dominate the digital news pages and representing a high percentage of the media being consumed, are we being too overcautious with the brand safety guidelines? A prominent buyer and seller sit down to discuss the implications and what we can learn from this pandemic about future keyword blocking strategies.
Moderator: Justin Lebbon
Director, Mediatel Events
Head of Programmatic and Display Investment, Starcom
CEO, The Ozone Project
12:20 – 12:50
How traditional media is converging with digital - what does that mean from a trading and organisational perspective?
TV buyers do TV buying. Outdoor buyers do Outdoor buying. Digital buyers do digital. Now that the offline and digital worlds are colliding what does it mean? We will use this session to get a better understanding of changes companies are making to accommodate the new methods of planning and buying these mediums. Where does ultimate human responsibility sit and how is it impacting the costs of trading the media?
Moderator: John Moulding
Director of Advanced Advertising, ITV
Chief Digital Officer, MediaCom
Chief Transformation Officer, Talon Outdoor
12:55 – 13:15
Should a brand in-house? The “when, why and how to do it”
If you are already asking yourself this question, the next question will inevitably be – how the hell do I do it? In this session we will gain insight from two people who have been part of the process and will share their experiences. Dean Robinson has first-hand experience of in-housing at William Hill while Wayne Blodwell advises a number of his clients at The Programmatic Advisory as to whether in-housing is the right thing to do. They will discuss everything from the benefits of working with an agency, why geographical location is an important factor to consider when hiring talent and how you could find yourself paying through the roof to in-house if you are not working for what might be deemed an “unattractive” brand
Moderator: Ellie Edwards Scott
The Advisory Collective
CEO, The Programmatic Advisory
13:20 – 14:00
The Creative Lunch Hour in partnership with Glug: The roles of science, data and creativity in modern marketing
There is no doubt that technology has completely changed the way advertising is bought and sold and inevitably data sits at the heart of many decisions made by marketers. What then about creativity? Is this aspect of marketing communications not being given the attention it once was? In this session, we explore how the roles of science, data and creativity in modern marketing and media should work in unison and how important creativity still is, even when the science and data tells us so much of what to do, and how to do it.
Moderator: Pete Bowker
CEO, Glug Events
Co-founder and Chief Strategy Officer, Capuchin
14:05 – 14:30
The post-crisis 'to-do' list: reset the online ad market
Immediately following the publication of the ISBA Programmatic Supply Chain Transparency Study, Nick Manning said in his Mediatel News column that achieving programmatic transparency was a £3 billion task. Prior to the eport being released, Manning – who co-founded Manning Gottlieb OMD – had said that “The programmatic dream isn’t happening, so let's use this period to plan for a recalibration.” In this session, Mediatel News editor sits down with one of media’s self-proclaimed “Old Guard” to give his view on what the report means for the industry and to find out how the online ad market can reset itself post-lockdown.
Moderator: David Pidgeon
Editor, Mediatel News
Founder, Manning Gottlieb OMD
14:35 – 15:10
The balanced view: Adtech responds to the ISBA Report
There is no doubt that ISBA’s Programmatic Supply Chain Transparency Study has created a lot of noise, and as well as answering a lot of questions, it has also opened up the door to further uncertainty around how programmatic companies operate, especially just 12 months after the ICO report condemning the programmatic advertising industry as "immature in its understanding of data protection requirements". In this panel debate, those at the very heart of programmatic get the opportunity to have their voice heard to reflect a fair and balanced debate. Do the discrepancies highlighted in the report just reflect non disclosed take, who are the tier 1 sell side players in the ecosystem who have done a really good job in removing a lot of the bad actors from the supply chain, and what do the panel predict to be the outcome and the future of programmatic as a result of this.
Moderator: Paul Gubbins
Vice President Global Client Partnerships and Western Europe Sales, Adform
Vice President, Commercial, UK+, MediaMath
Commercial Director, Beeswax
15:15 – 15:35
How agencies will adapt media trading in the future
Having spent many years agency side, Greg Grimmer has seen his fair share of changes to the agency landscape in the previous three decades, but what does the future hold and how will agencies adapt? He invites Industry guru and general soothsayer of digital media trends Rob Norman to join him to discuss the big trends.
- Will scale still be important in the future?
- Is the futures market going to die and be replaced by live auctions?
- How agencies will continue to offer clients value propositions?
Moderator: Greg Grimmer
CEO, Mediatel Group
Group Head of Digital, Space & Time
15:40 – 16:00
How Amazon is shaking up the digital marketing duopoly
16:05 – 16:50
Headline Session: Dominic Mills in conversation with Sir Martin Sorrell
Mediatel News’ editor-at-large and weekly columnist, Dominic Mills, interviews S4 Capital executive chairman Sir Martin Sorrell to discuss what Covid-19 means for the marketing and advertising industry; what the agency landscape might look like 12 months after lockdown; what he believes brands should be doing to come out of the pandemic stronger; and much more in a not-to-be-missed grand finale to the Future of Media Trading.