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Future of Digital Advertising

The battle for tomorrow’s consumer has begun
Welcome to the age of mobile, video, social, The Media Agnostic
What if the industry stopped caring about the pipeline and thought about the content, context and message?
Nonsensical battles, like whether digital is eating TV would become redundant, and instead the industry focuses on letting loose creativity on the new possibilities and how best to create, buy and supply media and messages in the digital age.

Join AIMIA on 28th April for the annual Future of Digital Advertising to discuss and discover what will be shaping, influencing and driving digital advertising through 2015 and beyond…

Consumers don’t go online, they exist in a universe of total connectivity. After all, ads work around people not devices.

So is there a more intensely redundant word in “2015 media advertising” than digital?

Media was defined, distinguished and recognised by the physical “contraptions” that were used to consume them. Radio ads played on radios, TV ads played on TV’s, newspaper ads were images in the paper while outdoor ads were the imageries around us.

Yet the relentless obsession with the digital world in marketing and advertising remains, but what does it really mean?

Does the choice between digital or non-digital media really still exist?

For a word that seems so important, prevalent and transformative, it’s a little strange that in reality, it doesn’t actually mean that much. Yet whether a ‘TV’ ad is watched on a smartphone, laptop or TV, and if it’s over the airwaves or over the internet is still of huge significance to the agency world, as they’re arranged entirely around the pipeline, yet the consumer doesn’t give 2 hoots!

A case in point: R/GA won Campaign’s Digital Innovation Agency award …with a TV ad…

In the brave new world of modern advertising what matters won’t be the pipe but the context, the quality and the message.

Key discussion points:
THE DEATH OF SPRAY AND PRAY

Content, Context and Quality: Unlocking the 3 Most Relevant and Decisive Concepts in Advertising

Creating content that is both relevant to the brand and enticing consumers. Quality is everything!
How do brands and agencies draw large audiences to content they created themselves and leverage social media platforms
Where does content marketing, branded content and native advertising sit in 2015 and beyond and are they really the saviour of marketers or fool’s gold?
Should brands become publishers and what are the risks?

BRANDS GETTING (TOO?) COSY WITH CONSUMERS

Data is intimate. So are brands. But is intimacy as advantageous or even accurate as is claimed?

How will new devices and technology provide new advertising opportunities
What are the opportunities to to buy against GPS directions, the ability to place mobile coupons, the media buying of map placements, the chance to pass a message after a near field communication (NFC) payment or when it’s about to rain?
What is the reality of “The Quantified Self”
What are the repercussions of getting in bed with your consumer?

RISE OF THE ROBOTS – HUMANS PLEASE STEP ASIDE

What opportunities does disruptive technology wearables present and is an over-reliance on data damaging creativity in marketing?

What are the new marketing opportunities and risks with disruptive tech? What about wearables?
Techs Vs. Marketers Vs. Marketing Techys
What are the possibilities? Programmatic Media Buying/Branded Interactive Features/Real-Time Marketing/Ad budgets are being stolen by botnets.
Beware the BOTS! In 2014, advertisers wasted a $12 billion on ads seen only by bots programmed to impersonate human traffic.
Branded Interactive Features and Rich Media. How to build advertising experiences that consumers will want to “immerse” themselves in

BEYOND THE BOX: VIDEO RULES THE WORLD

How TV is now a platform agnostic medium where content is consumed wherever and whenever the consumer demands

How apps, widgets and and ultra-targeted video have made “television” as anachronistic as phones
What the morphing of TV’s to be places to watch all video content, across all platforms means for advertisers
How to prepare for the competition from the newbies. Facebook, YouTube, and Twitter – they’re after your dollars!

HOW SOCIAL ARE YOU AND YOUR CONSUMERS? AND HOW SOCIAL DO YOU WANT TO BE?

What can brands and publishers learn from the “Content Stars” and how can they collaborate with them to reach this tough demographic?

How has all this new technology changed the fundamentals of marketing or do the basics remain the same?
The golden ticket – Undivided and continuous attention! Reaching your consumer with quality and relevant content and how to present your message directly without interference

THE NEXT GENERATION OF AD AGENCIES

Who are they, what do they do and how will the status quo change?

This year we’re providing an open forum where AIMIA will provide answers to the requisite 2015 trends and industry pressure points, but the questions and platform is yours, take advantage of experts.

Presentations
Presentations will be available post-event to all AIMIA members through the resources section of the website found here.
Please note: Some presentations will not be released at the request of the speaker.

Info Here:

When

28th April 2015 08:00 am
To 28th April 2015 01:00 pm

Where

RMIT City Campus - Storey Hal
Building 16, Level 7, "Green Brain". 342 Swanston Street,
Melbourne 3000