Overview of Campaign Business Breakfast on Ad tech 2019.
The technology behind advertising and marketing in the Middle East and the rest of the world is beginning to mature. New legislation regulates what data can be gathered, how it can be gathered, and how it is used. One-time start-ups are becoming big players in the ad tech space, and companies are merging to form bigger entities with larger footprints and wider expertise. Agencies and clients are working out the best ways to use the data they gather from consumers, addressing questions such as where technology and data should sit in the marketing ecosystem and what software should be used to process all that information. And the capabilities of technology are growing as clients and agencies manage to make better use of better data.
Campaign’s Ad Tech 2019 Breakfast Briefing is a morning well spent to bring you up to speed on where the industry is now, and to look ahead to where it will go in the near future. Experts will discuss the current state of the industry and two major topics: how ad tech and creativity will work together; and how we should measure the performance of digital campaigns. Both of these discussion points will be central to conversations about marketing and advertising technology this year, and the breakfast will allow attendees to get ahead of the curve, be ready for ad tech conversations as they arise, and discuss the issues that are facing the industry in this field among themselves and with our speakers.
Venue: Westin Mina Seyahi, Abu Dhabi meeting room (Google maps link: https://goo.gl/maps/LrT8sEMgZny)
Date: Wednesday, February 06, 2019
Agenda of the event:
08:00am: Registration & Breakfast
09:00am: Chair’s opening remarks – Introduction to the topic
Austyn Allison, editor-in-chief, Campaign
09:05am: Welcome Speech: Imad Sarrouf | Commercial & Technology Director, DMS.
09:10am: Keynote: The state of ad tech
Nagham Akileh | Ecommerce Senior Director- Transact, OMD
In the fast-moving world of ad tech, you can be forgiven for losing track of the latest acronyms. Our short, sharp presentation will serve as a refresher course for those who muddle their DMPs and DSPs, it will outline what technologies are most prevalent right now and it will explain those that will move to the fore in coming months.
09:20am: Panel discussion 1 – How will ad tech and creativity work together?
Moderator : Piotr Osinski | Executive Creative Director, Wunderman
Nader Bitar | Deputy GM, MMP Worldwide
Aya El Ghazzawy | Regional Digital Marketing Manager – MENA, Arla Foods
Rahul Arya | Partner Consulting, Artefact
Nourah Al Fayez | Agency Head – Platforms, Google
For some years now, ‘programmatic’ has been the buzzword of ad tech. A set of technologies that allow ads to be served to the right people at the right time, programmatic has had the biggest impact on media buyers. But now creative agencies are starting to see the benefits of different but associated technologies. From using high-quality audience data for creative planning to generating micro-targeted iterations of ads, technology can complement brand campaigns. The session will start from the premise that creatives and technologists must work together to make the advertising of tomorrow, and will find out how they can start doing that today.
10:05am: Panel discussion 2 – How should we measure the performance of digital campaigns?
Moderator: Dimitri Metaxas | Co-Founder & GM, IQdata
Brendan Walsh | Regional Markets Head of Strategy, DMS
Fadi Maktabi | General Manager, Hearts & Science MENA
Matthew Sliedrecht | Director Marketing, Cleartrip
You can’t manage what you can’t measure, they say. So how can we measure digital campaigns to perform better? The second panel discussion of the morning will look at what KPIs advertisers should be attaching to their digital campaigns, and how those differ between brands and campaigns. The experts on stage will look at the standards that apply to those measurements and performance (definitions of visibility, views and engagement, for example) and the technology that can make sense of them. It will also look at the challenges presented by fraud, ad blockers and other bugs in the measurement system, and how those challenges can be overcome.
11:00am: Closing comments
Austyn Allison, editor-in-chief, Campaign Middle East
Venue: Westin Mina Seyahi, Opposite Dubai Media City, Abu Dhabi meeting room, (Google maps link: https://goo.gl/maps/LrT8sEMgZny)
Date: Wednesday, February 06, 2019
The registrations for this event are now closed.
Please note: Attendance is based on invite only due to limited seating. Please fill in your details below. Our team will send across a confirmation email. Please carry the confirmation email with you to attend the event. Registering here does NOT amount to confirmation to attend the event.