Welcome address by Campaign, and a brief introduction of the format of the conference
From being an after-thought for most multi-national agency networks to emerging as the region to ‘look out for’, SE Asia’s media industry is fast playing catch up. Challenges are immense from artificial cost cutting, to limited media options and talent.
A panel of experts from the region takes stock of the present challenges and the opportunities going ahead.
The marriage between media agencies and their clients seem to be on the cusp of the break-up with promiscuous relationships, talks of transparency and demands of lower media costs driven by procurement. A fireside chat with a client and agency head to find a common meeting ground.
Top clients and agency heads take a long-term view of digital and its impact on business. In emerging markets, digital properties need to differentiate themselves and yet exhibit the same qualities to advertisers as television and then offer a comparable measurement system if there is any hope for capturing market share.
In a panel discussion, clients and agencies discuss what are the roadblocks that are preventing clients from embracing and investing further in digital?
A keynote about the need to nurture talent that can decipher the new data-driven landscape of the media and then find ways to plug the bleed to deep-pocketed technology majors.
Join agency heads as they facilitate presentations and pitches on the following topics: 1) Measurement - Tran Thi Thanh Mai, KANTAR From the passe research methodologies surrounding typical media discussions to new metrics, such as view-ability and ad frauds permeating every marketer’s conversation, measurement is a top industry issue. Amidst a wave of change is happening in this part of the world — as well as the chaos and uncertainties — what are the industry’s measurement needs, and solutions, for the future? 2) Programmatic Although programmatic is picking up pace and adoption is growing, most marketers are just scratching the surface. How will data decision-ing, predictive modelling, data-driven real time creatives and mobile first programmatic strategy bring next impetus of growth in programmatic? 3) Mobile 2017 is expected to be the ‘year of mobile’ in emerging Asia as big platform players, including Google and Facebook, drive the agenda, optimising algorithm to maximise presence. But while more advertisers are expected to get into mobile space, what will it take for media conversations to start with mobile first solutions? 4) E-commerce E-commerce is growing rapidly but also ridden with challenges. While smartphones are changing the rules of the retail game, mistrust about online transactions, limited third-party vendors and basic IT infrastructure are some issues the key players need to deal with. What are the early learnings and successes in the e-commerce landscape?
Over lunch delegates register for one of the four round table discussions
Group discussions are set up with each group briefed to discuss topics based on: Goal: See the challenge/s Action: Led by the respective facilitators the four teams share ideas and collaborate, gearing towards presenting challenges, solutions and examples later in the evening.
Moderators/team members have 20 minutes each to present their final presentations.