Conference Programme

Video content is increasingly being expected by web users.  In addition many advertisers are finding that audio visual content is exceptionally powerful at driving interest in (and sales of) their products.   So where should you start?  What are the golden rules of success with video - no matter how small your budget.

The coming decade will see marketing evolve, with powerful technology transforming the advertising business and consumer connections. As the move to the internet ‘cloud' gathers pace, organisations that target consumers will deliver more and more of their services and marketing online, and will want to find ways to stay close to the leading edge of change.

Introduced by Will McInnes, Founder, NixonMcInnes. Hear from three distinctive brands that have used a diverse range of social media tactics and platforms to communicate their brand values in innovative ways. The results? Quantifiable uplift in engagement and sales.

The power shift has happened: your market is packed with customers using social, mobile and other technologies to communicate their experiences about your company in real time. They influence each other as much as you influence them. But look closer: only 16% of your customers account for 80% of the influence.

Drawing upon his new book "Empowered," Josh Bernoff will describe the framework your organization can use to reach out to these customers. Learn how to identify mass influencers in your market, implement customer service, mobile and marketing strategies that can energize them, and measure the results. Empowering your staff to use these technologies will transform your business.

With increasing availability of unlimited data plans, an array of services and powerful mobile operating systems, consumers are embracing smartphones more than ever before. A recent IAB/PwC report found that smartphone usage in the UK increased by 70% from 2008 to 2009, and Morgan Stanley predict that within four years there will be more mobile internet users than desktop users. Imagine the impact that could have on your business.

Mobile phones offer exciting and unique opportunities to advertisers and the time is now to steal first mover advantage put in place a mobile advertising strategy. Ian Carrington will be discussing why it's important to have a mobile strategy and the different ways to leverage mobile advertising products.

Julie will explore a series of themes including seeking funding and investment, understanding the potential of emerging technologies and creating effective industry partnerships.

Creating loyal and engaged audiences with relevant and quality content is the holy grail for all publishers but as technology evolves at a rapid pace allowing content to be distributed in new and innovative ways how is the industry responding? Which business models will be sustainable? Will the iPad be a game changer for monetising digital content?

This line-up of speakers will give their perspectives on the current landscape and highlight the challenges and opportunities for advertisers and publishers in the future.

It wasn't long ago that display advertising was synonymous with fairly unexciting banner ads.  It was an ugly stepsister... unloved and largely ignored. It's a little better today but... look out ahead! Display ads will enable all the creativity of sight, sound and motion, matched with precision, targeting and customization, across any audience, on any device around the world.

Display ads will deliver ever-increasing revenues for online publishers and will be highly useful and relevant to the billions of users viewing them on their screens...this is the display advertising world that Google sees emerging. Neal Mohan, VP of Product Management, will share the company's vision, give a futuristic view of what display will look like in the years ahead, and what Google's doing to get us there.

The online and offline worlds have converged. Consumer behaviour has changed forever. The way people communicate with friends, the way they share their opinions (positive or negative) and the way they spend their money will never be the same again.

This social phenomenon has created a permanent shift in the way the world works. It is essential for brands and online businesses to harness the social web to ensure they remain relevant and profitable in the future.

With the rapid increase in mobile broadband and the fact that 'the other 3 Billion' are now quickly coming online, the dramatic rise of social media and the global proliferation of next-generation mobile devices, advertising and marketing is changing rapidly. From the very definition of 'advertising' to the creation and design of what we used to call 'campaigns' to the metrics  of success down to the very definition of who will pay whom for what, the future is being redefined right now. Gerd Leonhard will show the key trends and most interesting examples from around the globe, and will present some foresights on where things are going in the next 3 years.

The Butterfly effect: In a world that has changed we need to be doing things differently, but that does not mean throwing the baby out with the bath water.

Sometimes small changes can have a massive impact. Come along to this exciting interactive session where Dean van Leeuwen co-founder of leading trends and futurist company TomorrowToday paints a picture of the new world of work.

You will hear first-hand innovative accounts from the CEO's of leading and game changing businesses such as Lush Fresh Handmade Cosmetics, peer-to-peer lending company Zopa, O2's online community based mobile telephone company GiffGaff and telephony support company Amdocs. Discover the new secrets to success in this age of digital and consumer revolution.

It's the internet sensation that has got 15million children hooked! 

UK based website Moshi Monsters - an online world populated by cute virtual monsters that kids can adopt, dress-up and feed - is one of the fastest-growing online platform.

With educational puzzles and a closely monitored global forum for children to talk safely to each other, it's like Facebook for kids and has the backing of many parents.

In this session Ed Relf will demonstrate how Moshi Monsters has connected with kids, developing cut through in an ever evolving consumer landscape.

His presentation will cover:
-"Sell, Convert, Keep", harnessing the power of the customer value chain
- Building a multi-channel global kids marketing strategy for the 21^st century
- Leveraging multiple traditional, new and emerging marketing channels to maximise cross efficiencies on a truly global scale
- Understanding the customer acquisition funnel, how it works, trends and key learning's
- Creating a vision for a connected gaming future, the past, the present and the future

For years the digital community has battled against the entrenched axis-of-inertia in the traditional TV advertising industry. After a decade of debate the media landscape has fundamentally altered in favour of the internet. But have we finally seen the long proclaimed death of television? This line-up of expert speakers will demonstrate otherwise.

- How public viewing patterns are changing as people are watching more TV
- Why consumers are changing the way they consume data
- How media owners can build on this trend and what opportunities exist for advertisers

This session will offer an overview of the mobile apps industry. Join our expert panel of speakers and discover:

- How the industry has evolved
- Who is downloading apps, how often and what kind of content
- How can brands and developers use apps to reach consumers

The session will provide a first-hand opportunity for both brands and developers to hear how the explosion of mobile apps has taken consumers by storm and how they can utilise the opportunity to help build their businesses, brands and create customer loyalty.

If you take ideas, data, statistics, issues and stories and turn them into visual images, all kinds of interesting and unexpected things can happen.

How can you leverage social media to scale out to customers? How do you do that while staying intimate with customers and continuing a one-on-one relationship with them? Manish Mehta will talk about social media and customer engagement and focus on the power of engaging with customers in every part of the world. He will also touch on the ever-evolving topic of measuring the return on investment in social media.

Prime Sweden demonstrate how they created excitement, generated consumer buying commitment and raise significant public debate around an old fashioned box of chocolates.

The Happiness Brussels will show how they communicated the Toyotea iQ's incredible agility, by making the new Toyota iQ the first car in the world ever to create its own entire font from A to Z.

Finally Tribal DDB London will showcase their award winning "Monopoly City Streets"

- How consumer behavior is changing
- Making it social
- Brand examples

JP Rangaswami is the Chief Scientist for BT and head of BT Voice, reporting to Al-Noor Ramji, the CEO of BT Innovate & Design which is BT Group's IT design and delivery business. BT Innovate & Design has total responsibility for designing, building and implementing BT's IT and business processes, systems, networks (non-Openreach) and technologies.

The range of channels and tools available to advertisers has never been so diverse. The options increase in number and complexity from month to month. This session features insights from R/GA London based on a client list including NikeID and Nokia as well a client perspective from Avis.

There are many challenges on pulling off a complex global rich media campaign - starting with coordinating media buys and creative asset development across multiple time zones and contacts - but when you do the payoff is enormous. But is media planning at global scale for everyone? What brands and industry sectors can benefit most? What is the process and what are the pitfalls?

Key Topics

- Choosing the right partners - you need experienced media, agencies, and vendors to pull off a media-first opportunity on a global scale without falling into common pitfalls.

- Ensuring uniformity in reporting metrics - like data across markets proves effectiveness and ensures consistent accountability.

- Budgeting for success - what does a global media-first buy cost? What are the leverage points for securing effective economies of scale?

Opening ad:tech London 2010, Shiva Rajaraman -product manager for commerce initiatives at Twitter- will be exclusively speaking to the ad:tech community about why and how brands, agencies and individuals can leverage Twitter as a marketing channel. Responding to questions from the ad:tech advisory board and pre-submitted questions from the audience, Shiva will bring clarity to the questions on everyone's lips about advertising on Twitter, today and in the future.

More and more, brands and agencies are tapping into the 'Global Brain'.
The phenomenon of corporations creating goods, services and experiences in close cooperation with experienced and creative consumers is a key new branding strategy for global brands like Nike, Pepsi, Unilever, L'Oreal and so many more.

While Co-Creation and Open Source are great engaging concepts in principle, it works best when companies invest time, resource and commitment to recognise that these are at the core delicate, human relationships.

Shari Swan, CEO of Streative will deepen audience understanding and unpack the good, the bad and the ugly of Branded Co-Creation. Shari will not only profile case studies from Streative's co-creation projects and network of global "Moles", but host a candid panel discussion with two brand collaborators who have much to say on the topic.

Getting media coverage and marketing your business has changed and will continue to do so even more radically different in the future. In this talk you'll learn about the way media consumption has evolved, what to expect next in the ever-morphing landscape of new media and how you can use social media to engage your future customers and increase traffic and conversions.

For advertisers and agencies, the Microsoft and Yahoo! Search Alliance will provide a competitive choice in search advertising, connecting brands to a larger combined audience of over 22 million British searchers through a unified search marketplace.

Learn more about this game changing deal and how you will be able to connect with UK best-converting audience through a single platform.

With ever increasing broadband penetration, consumer behaviour is being influenced by new media more than ever. The session outlines new concepts, creative tools and innovative techniques for emerging platforms. It provides valuable insights on what it takes to launch an effective online campaign using preroll, social network capabilities, mobile and more.

With the decline of ad networks and the growth of ad platforms (such as ad-exchanges), monetising non-premium inventory was supposed to be getting easier. So why has it become more complicated? Who are all these new players - vertical networks, demand-side platforms (DSP's), ad-exchanges, data exchanges, remnant/yield optmizers - and will they help or hinder revenue growth?

One year on, this session re-addresses the options for publishers looking to monetise unsold ad-inventory through 3rd party suppliers.

Taking cues from the entertainment industry, this session will focus on how crystallising your brand narrative or story can guide and simplify everything you do. We are all storytellers and the best campaigns are found where the story remains consistent and clear.

Exploring a case-study on the Blu-ray and DVD campaign for AVATAR and various other campaigns, the resulting optimization of these key elements will be discussed:
-       Execution Strategy
-       Buy-in from Senior Management
-       Media Planning Effectiveness
-       Adaptability
-       Innovation
-       Interaction
-       Conversion

As the world we live in and the way we communicate becomes more digital the abundance of personal data that is created and is stored has ballooned. How this data is treated and what it is used for has become a source of debate for the media industry.

This panel of speakers will illustrate the opportunities for consumers and advertisers, and will openly debate the risks and rewards for all parties in return for consumers' permission to use that data. Our goal is to share insight into the value of the data available online, and to have a debate about sound industry practice and the responsibility shared amongst a wide range of stakeholders to safeguard consumers.

People love to moan, especially on social networking sites. How can you make sure your brand reputation is turning consumers into fans and not militants? What can the world of politics and warfare teach us? This panel of experts will share their broad range of expertise from advising international politicians and political parties on election campaigns, and handling the reputations of high profile individuals to managing Iraq-wide civic education and civil society development efforts as the USAID representative to the Coalition Provisional Authority.

Starcom MediaVest Group's Head of Emerging Platforms Oli Newton and Samsung's Senior Campaign Planning Manager Ben Walsh would like to share insights and learnings from Samsung's 3D TV launch: how integrating off and on-line helped launch a new viewing experience for Samsung.

The 3D TV launch campaign included a number of digital media firsts including bespoke content targeting on youtube, pioneering ad-serving partnership with DART and the creation of a dedicated Xbox live channel. Through this digital innovation, Samsung were able to build excitement and anticipation to the most engaged 3D communities prior to the ATL launch.

Hear from Lonely Planet, Moet Hennessy and King of Shaves as they share the secrets of their success in creating meaningful connections with consumers.