• ANFO_Foredrag_170615-44

    ADTECH: Programmatisk 2018

Velkommen til ADTECH: Programmatisk 2018


08:15 - 08:40

Registrering og kaffe

08:45 - 09:00

Hva mener Annonsørene om programmatisk i 2018?

Her kommer rykende ferske tall fra ANFO rapporten; Den Store Annonsørrapporten 2018. 

Rapporten er et resultat av en større studie gjennomført blant norske annonsører.

Rapporten har tidligere fått stor oppmerksomhet da vi valgte å gå ut med det vi opplevde som oppsiktsvekkende funn rundt bekymringer knyttet til nye måter å kjøpe reklame på, les programmatisk, og en tydelig opplevd mistillit til mediebyråene knyttet til åpenhet rundt inntjening.

Har tallene endret seg for 2018? Har kunnskapen til annonsørene bedret seg? Har tilliten til byråene økt som følge av økt fokus? Velger flere annonsører å gjøre programmatiske kjøp inhouse? 


09:00 - 09:25

Programmatic on Scale – do’s and don’ts

Thomas Wrobel became a member of the trivago team in 2012. Since joining, he has developed, established and overseen various marketing channels. Prior to his role at trivago, he worked predominately within media agencies, of which MediaCom was the most recent where he was responsible for managing online campaigns for some of the world's most well-known brands. His ambition and drive are visible in his professional career in online marketing.

09:25 - 09:50

Defence against the FANGed Monster

We live in interesting times.  Facebook, Amazon, Netflix and Google have become a worldwide threat to the profitability of linear TV advertising.  P&G have pulled huge budget – and the credibility - out of digital advertising.  What is the poor advertiser – and TV platform owner – to do?  Addressable TV advertising may provide an answer.

09:50 - 10:20

Pause - møte sponsorer og mingle

10:50 - 11:15


While programmatic has undoubtedly been a big step forward for digital advertising, has it lived up to the near-utopian promise of painlessly connecting marketers with potential customers, with cost efficiency, and in a brand-safe environment?

Nigel Gilbert, Chief Market Strategist, EMEA at AppNexus, will discuss future of programmatic trading, what the next 12 months look like and the key themes that impact the market: marketplaces and value chain transparency, efficiency & effectiveness and differentiation & outcomes through machine learning, and privacy &  legislation.

11:15 - 12:00

Lunsj - Tapas

12:00 - 12:20

The Value of Proximity and Location marketing

CAPA har jobbet i proximity økosystemet i 3 år, der de blant annet har jobbet med startups som; Fluxloop og Unacast, som nå begge er store i ett voksende marked. Både nasjonalt og internasjonalt. 
Men hva slags verdiøkning gir proximity i markedsføringsmiksen? Hvordan har CAPA brukt proximity i en kino «markedsførings» kontekst. Hvordan bringer de det fysiske mediet som de er, eller lokasjonsmediet, over til en online verden?

12:20 - 12:40

Native’s part of a programmatic world

Native by its very definition is to become the actual content on the media it appears on. In a media landscape were data and automated buying through programmatic is becoming standard one have to question where native as a format fits in. How can native as a format become more qualitative, less intrusive and more relevant if there’s no filter in between. With upcoming data regulations and rise of adblockers we need to understand how a pull strategy with native as a distribution format works with programmatic.

12:40 - 13:00

Transparency - From Buzz to Business

Transparency was the buzzword of the year in 2017. In 2018, it is time to move transparency from buzz to business.
Transparency is not a tactical but a strategic activity. It is not just once in a while that advertisers want to know that they get what they pay for, it is every single time media space is bought. However, the promise of transparency is not easy to deliver across all media and all devices. It places great demands on the technology and data behind the validation of the advertisers’ digital media activities.

13:00 - 13:25

Pause og smoothie fra ALLER Media

13:25 - 13:50

Programmatic Forensics – The Discovery of HyphBot

Last Year Adform discovered one on the biggest Botnets of all time. Fraud is still a problem, but with the HyphBot discovery we showed how it is possible to effectively find and fight fraud.

Andreas Sierts joined Adform in March 2017, as Director Strategic Operations and Business Intelligence he is managing the portfolio of strategic projects within Adform as well as being globally responsible for internal data analysis and data-consulting within client projects. Before Andreas came to Adform, he worked 12 years on the agency side, where he was Director BI, to drive data-driven-marketing and data-analytics for clients.


13:50 - 14:15

We get what we deserve. And along came GDPR.

Om digitale utfordringer, de litt større spørsmålene knyttet til internet, nett nøytralitet og GDPR. Det er dessverre slik at de nye kravene knyttet til bla GDPR er en konsekvens av at litt for mange av oss har gjort ting vi ikke burde gjort. Fordi ting er mulig betyr ikke det automatisk at vi skal gjøre det.

14:15 - 15:00

Marketer’s Are From Mars, Consumers Are From New Jersey

In marketing today, delusional thinking isn't just acceptable -- it's mandatory. In "Marketers Are From Mars, Consumers Are From New Jersey", Bob Hoffman, author of "101 Contrarian Ideas About Advertising" and "The Ad Contrarian" explains how marketers and advertisers have lost touch with consumers and are living in a fantasy land of their own invention -- fed by a cultural echo chamber of books, articles and conferences in which people like them talk to people like them.


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