Digital is disrupting the world, and marketing is certainly no exception. Within the digital marketing community, there is a clarion call for “quality” amid persistent issues of viewability, transparency, bots, ad fraud and reporting discrepancies. Meanwhile, marketing tech is likely to see growing consolidation even as investment continues to pour in.
In this information-packed, high-energy session, eMarketer co-founder and Chief Innovation Officer Geoff Ramsey will paint a vivid picture of where the marketing technology environment is headed for the next 12 – 18 months, covering the latest trends in programmatic media buying (across desktop, mobile, video, social and television), marketing attribution, native advertising, artificial intelligence, voice recognition and Virtual and Augmented Reality.
Right smack in the middle of Newfronts and Upfronts, MMS takes the traditional model and flips it. Where publishers present new inventory to advertisers, at MMS we hear directly from top agencies and brands about their predictions for the year – and what they’re looking to buy in technology, advertising, and marketing. In this session, we’ll gain insights for the year ahead. What are top advertisers planning for 2017?
Doug Zarkin, CMO of Pearle Vision, explains how the category-leading retailer got back to its roots by using the company’s core values to breathe new life into this legacy brand. By using tools like programmatic, geotargeting and personalization, Pearle Vision shows customers its dedication to genuine care – neighborhood by neighborhood. Doug will share details on their Effie Award winning campaign; and how in this ever-changing landscape of modern marketing, marketers must make sense of the digital technologies available while not losing site of the fundamentals of their brand.
Retail, automotive, QSR and travel brands continue to make location data a critical component for understanding the real-world customer journey. What’s different for today’s brands and businesses are the ways in which they can tap into location-aware insights, to fuel a host of new business decisions. Media activation, cross-channel strategy, and competitive positioning are just a small sampling of the versatility in applying these powerful insights. This session will explore and provide examples of how innovative brands are tapping location in sophisticated ways, such as share-of-visit analysis, visitation measurement, advanced audience analytics, and more.
Mobile innovations in Brand Storytelling: This panel will describe the state of affairs and what to expect in mobile creative and storytelling for the coming year.
Storytelling remains key to effective advertising and mobile is now the most important device. But how can brands best tell their stories on mobile to cut through the clutter and be remembered? What approaches resonate best with today’s consumers? How can advertisers scale and personalize their stories to drive real impact across mobile marketing efforts? Join this session to learn this year’s innovations in mobile creative that can help you best engage your target audience.
“Brand safety” and “viewability” are words you’ll rarely see in the same sentence as “creativity”. The governance of media and creative has constructed an illusion that marketers cannot create innovative digital ads. Ironically, these in vogue marketing topics are actually proving to be the solution for one another. Using computer vision technology, it’s now possible to design ad experiences that are creative and brand safe at the same time. GumGum’s President & COO, Phil Schraeder and Johnson & Johnson’s Senior Director Global Partnerships, Joshua Palau elaborate in this interactive chat. There will be a real-time audience surprise and creative “guest” that you won’t want to miss.
IRL & URL: This panel will describe the state of affairs and what to expect in experiential marketing for the coming year.
If a picture is worth a thousand words, then how much is a massive billboard worth? Or a bus stop kiosk with interactive video, geofencing and the ability to send potential customers an SMS coupon? Technology keeps pushing the boundaries of visual storytelling, and with tools that blend the best of digital targeting, virtual and real-world imagery, the possibilities for blowing consumers’ minds (and getting them to act) are endless. Hear from top agency executives share their plans for crossing the digital and physical divide to create great experiential marketing.
A discussion about the real-time data and analytics needed to keep up with the always-on consumer. How do you connect with and activate your customers in the digital realm as a part of the customer journey?
Understanding the Evolving App Ecosystem: This panel will describe the state of affairs and what to expect in apps and data for the coming year.
Today’s app ecosystem goes beyond mobile devices to technologies like OTT, Alexa, and more. Understanding which apps consumers use in their daily lives tells us a lot about who they are and how to reach them. Simply said, you are what you app. How can advertisers leverage data provided by apps to reach their target audience? How can you predict consumer behavior through app data and their responsiveness and engagement levels? In this session, we will explore the science of apps and what’s to come in the next 12 months.
Keeping Your Brand Safe: This panel will describe the state of affairs and what to expect in brand safety for the coming year.
In the mobile sphere marketers are constantly looking for new and unique ways to unfold their brand story. But in an uncertain world full of change, data and acronyms, how can marketers protect their brand on mobile? One single misplaced ad can have a major impact on the consumer’s perception. So, what can you do to help avoid these faux pas? Join us as we explore the different strategies that exist to ensure brand safety is top of mind – don’t be this year’s scandal!
The End of Interruption: This panel will describe the state of affairs and what to expect in native advertising for the coming year.
In 2017, content marketing is getting more budget dollars and bigger staffs. Branded content and native advertising is growing dramatically, in part because of the increasing adoption of ad blocking, but mostly because native ads drive higher brand lift and engagement than traditional banner ads. It’s also the perfect mix of creativity and data, as it has become automated and scalable. Join us to hear top marketer’s thoughts on how branded content and native advertising could be the answer to the post-advertising revolution.
Follow the Consumer Across Screens: This panel will describe the state of affairs and what to expect in cross-screen advertising for the coming year.
Locating the right audience, reaching them with the right message, and measuring holistically across screens is key to creating a unified view of the consumer journey. Screens are blending and business models are colliding – resulting in new datasets that bring together offline and online, supply data and marketer data. What do marketers need to know to stay ahead of the curve? Will we finally really be able to measure total audience effectively this year?
There was no shortage of changes to the social media in 2016, making way for new brand opportunities. Between snapchat filters, Instagram stories, Facebook live, chatbot messengers, and social shopping – social media is more interactive and engaging than ever before. Looking toward the next 12 to 24 months, social media trends will continue to evolve and surprise us. Marketers must participate in social in thoughtful, organic ways – and must get smart about social analytics, in order to drive results with powerful audience insights. In this session, experts will explore how to win consumers over and generate engagement in social.