Programmatic is a Creative & Media Strategy: The Rise of Creative in a Data-Driven World
Celtra, an HTML5 creative technology for display and video advertising, will discuss how brands can empower creative through data-driven dynamic messaging. As brands develop their digital data and automated buying strategies, they simultaneously need to develop creative strategies that allow this data to be harnessed in the messaging. The result of this points to more relevant, personalized experiences that drive consumers to engage.
Join Celtra and leading marketers as they examine how and why Programmatic Creative delivers creative experiences and engagement results superior to non-dynamic creatives, and how brands can easily extend their existing creative portfolio and content to leverage this approach.
AirBnB one of the world’s most valuable hotel companies – but doesn’t own hotels. Uber is one of the world’s most valuable taxi services – but doesn’t own taxis. And Facebook is one of the world’s most valuable media companies – but doesn’t create content. Powerful forces are at work in the “sharing economy” and in this panel we will focus on the Media business, how it is evolving, and the implications for marketers. It is well known that marketers have seen significant declines in organic reach on Facebook and other social channels. What’s not as widely understood is that media companies have seen significant increases in the reach for their content. Our panelists will discuss how and why that is happening, and provide ideas for how you can adapt your social strategy to capitalize on these changes.
For decades, brands have always debated the value of partnering with a celebrity to help create a more impactful message that people remember. With a new crop of celebrities — influencers — now creating content for brands, many companies are again wrestling with how to best leverage this new type of talent.
In this panel, we will explore how to select, work with, and accentuate partnerships between brands and influencers. In particular, we will discuss what to look for throughout the selection and creation process, how to make sure that the right audience sees your content, and how to format your content so people want to consume it and share it. Perhaps most importantly, we will discuss what not to do when working with influencers and common mistakes brands make.
Don't miss YouTube celeb Jessica Harlow!
Let’s talk 2nd party data, one of ad tech’s new buzzwords. It is the idea of a brand or marketer transparently sharing their 1st party data with another brand or marketer (i.e. - a 2nd party). Once considered an aspirational concept spawned by overly optimistic trading desks executives 6 years ago, many ad tech pundits now say it is going mainstream including AdExchanger who recently reported just that. Don't get left behind, learn how 2nd party data sharing can elevate your digital marketing strategy.
In this session, ownerIQ will discuss the evolution of the concept into practice and what the future of 2nd party looks like, by discussing:
Growth hacking is a hot topic among early stage entrepreneurs and marketers of high growth businesses. It can be a spark for innovation, invention, and launching new products and services. Come join this session to hear two different schools of thought and how to apply some of these frameworks to your businesses.
Most companies today have innovation envy. They yearn to come up with a game-changing innovation like Apple’s iPod, or create an entirely new category like Facebook. Many make genuine efforts to be innovative-they spend on R&D, bring in creative designers, hire innovation consultants. But they get disappointing results.
Why? In this session, our speaker offers a compelling and provocative answer: we rely far too exclusively on analytical thinking, which merely refines current knowledge, producing small improvements to the status quo. To innovate and win, companies need design thinking. This form of thinking is rooted in how knowledge advances from one stage to another-from mystery (something we can’t explain) to heuristic (a rule of thumb that guides us toward solution) to algorithm (a predictable formula for producing an answer).
Learn how companies use design thinking to push knowledge through the stages in ways that produce breakthrough innovations and competitive advantage. Filled with deep insights and fresh perspectives, this session reveals the true foundation of successful, profitable innovation.
Music is powerful.
Music creates emotion.
Music creates moments.
Imagine just how much music fits into your daily lives. From where you shop, to the movies and shows you watch, to the last wedding you attended, there was music. How much less powerful would all of these things be without musical embellishment?
Music creates context.
Music creates loyalty.
Brands both huge and tiny have used music as a tool to create awareness and familiarity. From McDonalds to Intel to Old Spice, the idea that a musical hook can be as powerful (and in some cases more powerful) than a logo has been proven again and again. Also the power of original music and licensed music can be effective no matter what size or what business model you are.
Music creates fans.
Music creates awareness.
If you are in any way involved with brand marketing you are not working with the music business, you are part of the music business.
From the chaos and insecurity of the traditional music business model, rises a massive opening for brands and content creators. The days of “selling out” are long gone, and the days of “selling in” are very much here.
Stop thinking about music as something that is difficult, inaccessible, too expensive, or expendable. Think about music as your advantage.
Music is your secret weapon.
You know who your customers are, and you know what your product does. Now, how do you frame your product in the right way so customers respond based on what you know about them? People are hardwired to reject information from unknown sources, and we have short attention spans. So, how do you find the back door into their attention? It’s about spotting the right pain points and communicate effectively around them. In this session, you’ll learn how to take your understanding of your customer and use that as the way to engage them with your sales and marketing content. This is a practical session that takes a customer-centric lens to problem solving and pitching. This is a workshop setting, where some of you will have a chance to share your pitch and receive real-time feedback.
Join us for a unique opportunity to experience Design Thinking hands-on. Design Thinking is a creative, human-centered problem solving approach that offers an alternative to more familiar linear, analytical methods. The session will be interactive, fun, and educational. You will have a chance to experience first-hand the process at the center of today’s most innovative organizations.
What are the best strategies to create and distribute "branded entertainment" in this multi-platform world; and how do we define it? A lot of brands experiment with branded content in an opportunistic, campaign-driven, one-off manner. But smart, content-focused brands are devising strategies to incorporate social media distribution, and building communities and influencers to amplify content that lives beyond the campaign.
In this session, Canvas Media Studios CEO, David Tochterman, will discuss the methodology behind using long-form storytelling to create brand relevant IP which drives organic audience engagement, brand integration and even transactions while remaining at its core valuable entertainment IP.
Pre-roll is dead. Banners dead. A very small percentage of people actually click or even see your display ads anymore. So what’s next for advertising and media? Solutions like native advertising and content marketing make marketing more palatable by serving the customer’s needs, rather than banging messaging over their heads. The latest opportunity is to think of your brand as software. Everybody is so instrumented with their mobile devices nowadays, giving brands data on location, interactions, and so on. A strong, meaningful, and useful mobile presence is key. Instead of paying $1 million on a giant publisher, creating an asset that your customer spends time and attention with is a smarter way to invest your dollars.
In this session, you’ll hear about brands that have invested in the design and development of software platforms, creating an opportunity for frequency of messaging and greater consumer touchpoints.
Fundamentally, the future of paid media is to create new and different kinds of media interactions rather than just traditional dollars for impressions that intersect mobile, social and native. Join us to hear how some brands are leveraging their brands as software to fulfill this need.
Traditionally, design in business has been focused on graphics (e.g., posters) and new product development (e.g., toasters). While design undoubtedly makes valuable contributions in these areas, it is time for design thinking, processes and tools to play a broader role. Savvy brands are using design in non-traditional ways to accelerated solutions environments, the design of organizational systems and structures, as well as the management of organizational change. Design drives innovation, innovation powers brand, brand builds loyalty, and loyalty sustains profits. This session brings together case examples.
Join this lively discussion about how artists and bands are partnering with brands and agencies, and how digital is changing the way consumers are accessing musical content in all of its forms. Whether it’s a small sync license or sponsoring a large tour, we will discuss the how’s and the why’s of using people's passion for music to create awareness of your brand.
Panelists include professionals in the music, advertising, and marketing industries, who have placed hundreds of songs in campaigns for global brands like Puma, Nike, Mercedes, BMW, HBO, Intel, Fidelity, American Express, Pepsi, NFL, Fisher Price, Heineken, Jaguar, and many more!
Don't miss this opportunity to hear from these speakers before they are scheduled to speak at SXSW in 2016.
Also joining this session acclaimed recording and performing artist Will Dailey, who is currently working with several brands, including: BOSE, Kind Bar, Life Is Good, D’Angelico Guitars, and Harpoon Beer.
Click here to view some examples:
Harpoon: https://www.youtube.com/watch?v=ObTQr4e-mVg
The Intersection of Marketing & Technology
Understanding the evolving role of the CMO, Ram has infused a new level of consumer interaction into Frito-Lay’s marketing efforts as he discusses how marketing and technology intersect in today’s business world. With the explosion in use of personal devices, unlocking the granular-level data that helps marketers understand who consumers are, where they shop, what they like has become paramount. The convergence of these three conditions is driving the industry to not only operate as marketers, but as marketing technologists.
When it comes to content marketing, it often seems like you need a dream team to win the war of words on the web. What you might not know is that the dream team comes in all shapes and sizes. In fact, with the right tactics and technology, you can drive the ROI you crave with a team and budget of almost any size.
Join host Byron White – CEO of WriterAccess, Chair of Content Marketing Conference, and one of the original content marketing revolutionaries – as he maps out the alternative routes to success on the content marketing battleground. He’ll also interview several content marketing all-stars to discuss how they built their dream teams through defining and measuring KPI’s, selecting most valuable players, and clarifying roles, goals and tactics.
In this session you'll learn how to:
80% of leaders say their brands offer a superior customer experience. Only 8% of customers agree. The result? A gap between what consumers expect from brands and what they actually experience when they interact with brands.
Many brands are all promise, no proof. But in a digitally empowered era, brands that don’t deliver on expectations are either quickly forgotten – or worse sabotaged – by detractors. And it shows in their business results. In a five-year study of stock performance, customer experience leaders demonstrated a cumulative 69% advantage in performance over customer experience laggards. So today, brands must learn to mind The Experience Gap, finding ways to close it and align brand promises to the proof delivered to consumers at every turn.
Questions Answered:
Consulting: counter-intuitively, one of the least data-driven and rigorous purchases large enterprises make, but also the biggest source of uncontrolled spend. HourlyNerd brings the power of data and analytics to these purchases for 10% of the Fortune 1000 and thousands of smaller enterprises; but, how do they do it? Learn how they've built an integrated ecosystem that seamlessly leverages various parts of its business model to help enterprises make better decisions and drive better outcomes from their external spend while creating flexible economic opportunity for tens of thousands of independent business consultants and boutiques.
In this hands-on, guided workshop, you’ll learn how to discover and apply one of the concepts at the core of disruptive innovation: "Jobs-to-be-done." The ability to recognize the functional, emotional, and social motivators of behavior and to sift through them to find the ones that will spur rapid adoption of new solutions is a skill that is critical for everyone seeking to drive innovation. Through stories and exercises, we will explore how "Jobs-to-be-done" have been used in a variety of industries and geographies to create and grow businesses and how you can apply this simple but powerful tool to your work and life.
A radically open, egalitarian and decentralized platform, the Web has changed the world. The protocols and programming languages have nearly all been designed for evolution. Very soon, millions more sensors, appliances and other devices large and small will take the web to new places. The potential is both exciting and concerning to Sir Tim Berners-Lee, the Inventor of the World Wide Web
While the Web has openness and flexibility woven into its fabric, it is under threat from some governments that may abuse their powers, some businesses that may try to undermine the open market, and from criminal activity. The future of the Web depends on ordinary people taking responsibility for this extraordinary resource. Also the real power of personal data - its use by the person it is about - is ironically yet to be realized.
In this fireside chat with Rudina Seseri, Partner at Fairhaven Capital, Berners-Lee will share share his goals for the Web over the next quarter century – how he envisions we can continue to advance our society and reduce some of the threats to the democratization of the Web.
What is the role of content in the buyer’s path to purchase? Various research shows that before someone buys, 81-94% of people research online. This means that brands have the ability to influence a buyer’s path to purchase by decreasing trust barriers and offering relevant, valuable content to attract and retain customers. However, several trends are shaping the future of content marketing and have huge implications for brands. The constant pace of technology change causes the rules of engagement and preferences to change. Information is becoming more easily attainable than ever because our customers can access information on an infinitely increasing number of devices and platforms – and the content doesn’t just come from the brand. So how do we ultimately connect with our consumers? How do we combine technology with human interaction in ways that resonate?
In this session, experts will share how to leverage these future trends to deliver consistent, ongoing valuable information to buyers, who will ultimately reward you with their business and loyalty.
Native advertising is widely practiced by brands right now. In fact, according to eMarketer, spending on native ads is expected to increase by nearly 35% in 2015. However, there are some important questions still left unanswered for the controversial ad format. Most of these concerns revolve around one key concept: consumer trust. A 2014 Contently study shows that 54% of readers don’t trust sponsored content, and that two-thirds have felt “deceived” upon learning that a piece of content was brand-sponsored. Additionally, a recent CivicScience report suggests that consumers are ambivalent toward sponsored content; 48 percent of adults, are “very concerned” about preserving objective journalism.
So, how can brands ensure that their content will be well received by readers? Authenticity in the X Factor that’s needed in order to succeed. In addition, your content should help and educate readers, deliver on a pain point / communicate a return on investment for them, and be entertaining. If you perform on all of this you’ll gain brand advocates. The truth hurts – most brands, even large, established brands, are not fulfilling the authenticity parameter. Join us as we dig into examples.
$44 billion to spend. 26% of the US population. 2 billion strong worldwide. 8-second attention spans. It’s easy to define Generation Z by the numbers. But who are these kids, really? From retail to entertainment to food to tech and beyond, “kids today” want products and experiences on their terms. They have #NoFilter, want to make a difference, and demand anytime, anywhere access to the stuff they love. To break through the noise and stay relevant, brands need to fit seamlessly into their lives and help them connect to the things they care about. We’ll talk to a group of Gen Zers for an unfiltered look inside the minds, preferences, and behaviors of these next-generation consumers.
Based on the book from Jeffrey Hayzlett comes Think Big, Act Bigger: The Rewards of Being Relentless. The book, and the program, is a take-no‐prisoners, no BS, attitude adjustment for those who call themselves entrepreneurs. Following the success of his primetime show C-Suite with Jeffrey Hayzlett, companies and audiences always want to know the secret behind the success of entrepreneurs and executives who can move mountains.
Jeffrey has owned franchises, ran small businesses (and sold over 200 of them), and has been the CMO of a Fortune 500 company. He’s learned that in every business, and in every industry, limitations exist everywhere – mostly in our minds and in the stories we tell ourselves. Getting past these limitations is hard work.
Whether it is fear or doubt or something else, the most dangerous move in business is the failure to make a move. The history of business is filled with companies that no longer exist because their leaders refused to enact change when the writing was on the wall. Kodak thought it was still in the film business and ignored its own work on the digital camera. Blackberry thought its proprietary communication method could stem the need to innovate. Oldsmobile just got old with its customers and when they started to die, so did it. That’s the difference between “Thinking Big” and “Acting Bigger” and what Think Big, Act Bigger means: knowing how to tie visions to actions and getting beyond limitations, preconceived notions, structures, and differences and delivering for the future. That’s leadership. That’s what is going on in the most successful C-Suites across this country.
In the end, Think Big, Act Bigger: The Rewards of Being Relentless prompts audiences to ask: What is our goal? What would it take to make it bigger faster? What is our purpose? How do we build that thoughtfully and as quickly as possible in a way that we believe in?
Jeffrey’s new book and keynote focuses on the attitude we need to overcome the obstacles that face our businesses every day. No one is coming to save us; none of us will win the lottery. Everyone can think big; the art is in acting bigger.
Let’s overcome obstacles and kick business up to the highest level.
Thinking big and acting bigger is all about action and attitude: being fearless and bold – a willingness to put one’s self out there, steamrolling obstacles, ignoring perceived boundaries, and even being a little irrational.
It's crazy to talk about sharpest-edge new technologies, a dramatist who has been dead for 399 years, and the nature of creativity all in the same workshop. But at its core creativity requires the nutty combination of unlike things, so perhaps there's hope after all.
Business genius and creative genius are partners, not opponents. Both sorts of genius thrive in times of intense change, and 2015 is one of those times. Digital technologies are exploding out of our laptops, phones and tablets into the rest of our lives. You can see this across megatrends like robotics, 3D printing, wearable computers and the internet of things: new forms of and access to information create new products and industries while old ones experience rebirth under evolutionary pressure. (Netflix kills the corner video store, but then also served as a midwife to HBO Go.)
This has happened before, so it is illuminating to look back at another transformative time when literacy and access to books went through an exponential increase, the Renaissance, and then to dig into the environment that gave us one of history's most famous creative geniuses who is unknown as a business genius: William Shakespeare.
Most people think that Shakespeare’s business success was built on his skills as a dramatist, but what if it’s the other way around? What if Shakespeare was a playwriting genius, at least in part, because he was a business genius first? The Shakespeare brand is still going strong four centuries later, and there are surprising lessons to be learned from how Shakespeare built his business and brand-- and these lessons, in turn, can help business people in 2015 (and beyond) grapple with transformative new technologies.
In today's workshop, watch yesterday's Renaissance history smash into tomorrow's digital future as Dr. Brad Berens combines the Shakespeare Strategy with sharpest-edge technologies to show you where digital marketing is going, and how to get there.
In this session, a few app creators will talk about winning design principles.
Topics include:
From ordinary to enchanted: designing embedded objects and the affects on customer experience, commerce, and social good.
How could IoT deployed intelligently and intentionally create new marketing and advertising networks that create rich, customized, hyperlocal experiences for visitors, tourists, shoppers, or people who live and work at these locations where these services have been added? In this session we’ll discuss smart cities, and how multiple brands – both public and private – are working together to create value for users.
