Heading into the Q4, Campaign has announced its latest event, Campaign Breakfast Briefing: Content, performance marketing and measurement. The event takes place on Friday, October 7 at the Westin Mina Seyahi from 8 AM.
This time, it’s all about the numbers, an industry favourite. After all, as the saying goes, “you can’t manage what you can’t measure.” Learn how to manage, measure, and optimise these numbers through content, data, and technology in a morning of networking, insights, and opinions.
As for all Campaign events, we begin with a networking breakfast, followed by a briefing, through panels comprising industry experts from different segments – brands, agencies, suppliers, consultants and more. These panellists will deliver insight into the latest thinking around mining data and making creative content to maximise returns and engagement.
Free to attend, you may walk in empty-handed, but you will walk out with a deeper understanding and a different outlook on the topics.
08:15am: Registration & Breakfast
9:00am: Chair’s opening remarks – Introduction to the topic by Austyn Allison, Editor at Campaign Middle East.
9:05am: Keynote Speech on Performance Marketing – A Content And ROI Game
by Joey Tawil, VP Sales RevGate, RevGate – Social Performance Marketing Platform By ArabyAds.
Performance marketing, the current buzzword in the digital marketing space, has taken the entire ad tech industry by storm. In its simplest form, Performance Marketing ensures you receive an ROI on every dollar spent on communication. However, being a new concept, Performance Marketing is often misunderstood, which leads to unrealistic expectations that cause disappointment.
In our keynote, Performance Marketing expert Joey Tawil shares the origin of this marketing technique, explains how content is the new performance tool, and examines where Performance Marketing is heading. Join us to discuss and share more about leveraging content in performance marketing while keeping consumers at the core.
9:20am: Panel 1: Launch of the Toyota Land Cruiser 300 with precision marketing powered by Zero Party Data to bring personal relevance at scale.
Till now, the idea of creating digital audiences which replicate a brand’s targeted audience segmentation, or brand funnel, was merely an impossible dream for the digital marketing world. DMS’ latest, innovative data solution “0-party data” has changed that, effectively bridging the gap between realizing a brand’s audience and activating it digitally.
With O-party data now able to deliver precision marketing at scale, DMS partnered with Al-Futtaim Toyota and PHD to test innovative solutions which would impact their client Toyota’s upcoming Land Cruiser campaign. This led to Toyota becoming the first in the region to adopt the innovation for the benefit of the automotive industry. Buckle-up, as we drive you through the first-of-its-kind 0-party data case study for the automotive sector.
Moderator: Mathieu Yarak | Group Senior Director – Data & Insights, Choueiri Group
Roxane Magbanua | Executive Business Director, PHD UAE
Katib Belkhodja | Marketing Director, Al-Futtaim Automotive.
10:05am: Panel 2: Engage to measure
Do you remember the last ad banner you saw? Then why should your customers?
Way back in October 1994, the world’s first clickable digital ad banner went live on Wired magazine’s website hotwired.com. That banner achieved a whopping 44 per cent click-through rate (CTR). With results like that, the future of internet advertising looked golden. But fast-forward 28 years, and today an banner gets around 4 per cent CTR. What happened? Are we heading towards zero or is there still a chance for redemption?
Join us while we discuss the use of the content in performance marketing and explore the future role of adtech in engaging, measuring and retaining users across multiple touch points.
Moderator: Sukhpreet Ghataura | Business Head GCC, Huawei Ads
Kiran Borkar | Head of Digital, Virgin Mobile
Ankit Bansal | Head of Digital Marketing, 6thStreet/Apparel Group
Paras Rishi | Senior Manager – Marketing, GMG (Gulf Marketing Group LLC)
10:50am: Closing comments
Austyn Allison | Editor, Campaign Middle East