Speaker 1
CEO
ABC Agency
Welcome address by Campaign, and a brief introduction of the format of the conference
If experts are to be believed, global online video viewing is expected to rise 20 per cent this year. Needless to say, the ad-spend will grow in tandem too. A look at some trends and tools to produce business results through video content in the coming year.
An interactive session where a segment expert (nee moderator) lists out key challenges facing the industry and then raise some pertinent questions to the audience seeking insights and solutions to some pressing issues.
Technology has emerged as an agent of change for rural communities of India. The media platforms are thriving: free-to-air TV, vernacular press and a mobile first generation. How are the marketers and their media partners reaching and effectively engaging with this emerging goldmine of a demographic?
A fire-side chat between a client and a media agency head about how to demystify this new consumer segment.
As digital advertising now approaches serious critical mass, the industry cannot hide its head in the sand about some unpleasant issues to prevent a digital implosion. The decision makers need to tackle the key concerns head on, some of them being: does digital truly grow brand awareness like the traditional media; third party monitoring; offensive placement of ads; ad frauds; and assured quality inventory of private networks versus black hole of public worldwide web.
A panel discussion with industry heavy weights – publishers, clients and media agency heads-- to debate this serious issue.
The next phase of mobile marketing needs to address the changing role of mobile from being a medium to more of a companion. With the digital tech maturing, marketers are grappling with these changes and it is becoming critical to integrate dynamic technologies into their marketing strategies.
A panel discussion on the value of emergent technologies in this dynamic mobile environment.
What is the dictionary definition of viewability? With growing awareness that almost half of the display advertisements never reached the human eye has thrown the industry into a tizzy and has made marketers even more suspicious about their digital spends. Who decides how much is enough? What role do publishers play? And most importantly what about user experience?
An interactive session where segment experts (nee moderators) list out key challenges facing the industry and then raise some pertinent questions to the audience seeking insights and solutions to some pressing issues.
The move from appointment viewing to consumer demand for content everywhere and at any time has made India a fertile market for OTT (Over-the-top) operators. Ability of these platforms to be able to give targeted measurement data to marketers make them an attractive vehicle. How are OTT networks changing the media landscape in India and what are the key challenges they need to overcome?
An interactive session where segment experts (nee moderators) list out key challenges facing the industry and then raise some pertinent questions to the audience seeking insights and solutions to some pressing issues.
India continues to see a substantial play of print in advertising spends. The spends are upwards of 30% and remain strong. There are two schools of thoughts here: one that thinks that print is dying and losing relevance and then the other which believes that print beats all other vehicles with its dedicated following and engagement levels. Vernacular has shown good progress, which is of a huge significance to the marketers. In an era, where most media discussions revolve around the new-age digital media, time to bring the “Great Print Fight” out in the open.
A face-off between pro and anti print lobbies.
In the era of programmatic buying, the most coveted talent is the one that can crunch numbers, decipher data and is analytics savvy. Does that spell doom to careers of those with dominant ride-side brains? Also, a discussion on challenges of managing a heterogenous work force and the drain to tech majors.
Math wizzes, creative personnel, a head-hunter and media agency heads discuss the right talent-mix for the future.
In a country as diverse as India, no astute advertiser would put his money into a medium unless backed by solid research. This year would be a landmark of sorts as Broadcast India Research Council (BARC) scales up the number of households it tracks, fine-tunes rural audience measurement and comes up with a digital measurement road-map for television. ABC (Audit Bureau of Circulation) is going digital too for print and the 2016 IRS data should be revealed by Q3 of this year. Right steps in the right direction but the marketers still want to know how to bring it all together.
A face-off between the research agencies and clients along with their media agencies to discuss the status of data, its new findings and how to achieve a better industry standard database.