Adobe Symposium 2017

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Brand and Direct Response Advertising

Digital advertising is not immune from the demands of being an experience business. The ability to combine marketing data with advertising data allows you to serve advertising that serves both brand and customer. This track also the explores measurement ad effectiveness and metrics – including a deep dive on video.

Session 1:
Programmatic for the People - Understanding Your Audience

Ad data has always driven programmatic performance, however, adopting a customer centric approach can also deliver improved performance. Hear how brands are combining marketing and advertising data to deliver results. Learn how leading brands measure and attribute success – using either a brand metric or online revenue - in a way that steers and informs future results.

For Buyers of Media.

Agenda

Wednesday, 24 May

Brand and Direct Response Advertising/Ad Tech Powered By Martech Data Breakout – 1.15pm–2.35pm
Introduction & Trends in Programmatic
Make Experience Your Business: Expedia Q&A
Creating Commercial Products Informed by Data - Krish Raja, Nine Digital
Measuring Success in a New World
Bridging the Talent Gap Q&A
* Agenda is subject to change

Trends...

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Make Experience Your Business: Expedia Q&A

Presented by:
Michael Pearson, Managing Director ANZ, Expedia
Sam Smith, Managing Director Ad Cloud DSP ANZ, Adobe
Expedia sees Advertising as an experience. This belief has fundamentally changed the way Expedia takes their brand to market as well as reshaped their organisation, the structure and the decisions they make surrounding ROI.

In this fireside interview Sam Smith, Managing Director Ad Cloud DSP ANZ, will chat with Expedia ANZ Managing Director Michael Pearson to delve into how Expedia see Advertising as an Experience Channel, how important this Advertising Experience is to their business, and the process they apply to moving customers down the funnel.
How DMPs are Enabling Data to be Activated in new ways for Marketing

Presented by:
Krish Raja, Head of Data & Programmatic Product Sales, Nine Digital
It’s becoming increasingly common for businesses to on-board data management platforms so they can activate their data to better target their online advertising. In this session, Nine will share insight into the necessary mindset shift required to create audience targeting products, and discuss how Nine have been able to use this shift to activate audiences with clients in new and impactful ways.

Nine’s Head of Data & Programmatic Product Sales, Krish Raja will provide an examination of the ways in which targeting has been sold for many years as well as discuss how data is becoming a lynchpin at every part of the media ecosystem, not just the publisher’s end. He will also discuss how on-boarding the Adobe Marketing Stack has enabled Nine to design products that shift the mindset of media sales from selling data to transacting data.
Measuring Success in a New World

Presented by:
Kate Whitney, Global Digital Director, Pernod Ricard Winemakers
Wine is the third-largest segment of the global alcoholic drinks market, with global consumption set to exceed 30 billion litres per annum in coming years. Yet with up to 700 brands available for sale in the off trade, Pernod Ricard Winemakers understand they need to work smarter and harder than ever to stand out on an increasingly crowded wall of wine.

In this session, Kate Whitney, Global Digital Director at Pernod Ricard Winemakers, will discuss how they are leveraging technology, consumer data and a clearer understanding of metrics to fortify their position in the wine category. She will discuss their recent project to roll out standardised global KPIs and benchmark targets, how they are using data to place the right message at the time and place to the right consumer, and their move to bring more in house to deliver efficiency and expertise to the team.
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