Day 1: Driving Sustainable Value from Digital Marketing

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• With digital making up 15-20% of the marketing mix at present and set to increase, how are you reacting, scaling and adapting to such change?
• In the fast moving landscape of digital – how do you keep up with the speed of change?
• What is being done to get more transparency in this area? Outsource or bringing expertise in-house to gain a competitive edge?
• How do you benchmark yourself in the digital space?
• How do you safeguard your e-reputation?
• Should digital marketing be separated from the overall marketing budget?
• How do you measure the effectiveness of your digital campaigns?
• In the huge vendor landscape of digital, how do you choose a partner fit for purpose?
• How do you properly integrate your agencies to work together?

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Programmatic buying will total over $20 Billion by 2017 with $14.7B in the US and $3.5B in Europe.

• What exactly is programmatic buying and how is technology changing media and creating new opportunities for how media is bought and sold?
• What needs to be done to deliver higher levels of targeting, relevance, efficiency and impact?
• How can you assess the quality of the inventory that you’re buying directly from the best publishers?
• How can there be stronger cross platform support to encourage publishers to sell more programmatically?
• What measures are in place to audit and protect against fraudulent trading?
• How can the quality of viewable impressions be improved?
• How do agencies and independents propose to increase transparency in this area?
• What implications do the current challenges and opportunities of media buying have on the trading landscape?
• From an infrastructure perspective, where is programmatic now and where can it go?
• What will the landscape look like in 5-10 years’ time? How will programmatic evolve?
• What’s holding back even bigger growth today?
• What does it mean for the structure of the industry and how everyone works together?
• If there was one takeaway point that each of you has as a recommendation to the audience – what would you suggest?

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• How do you operationalise programmatic and digital media? Agency trading desk, in-house or independent?
• Does an automated system mean a reduction in personnel headcount from an agency?
• How has programmatic buying impacted marketing and procurement?
• What are the skills, processes and tools that need to be in place to manage programmatic buying?
• How can you mitigate the risks associated with programmatic buying?

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• Online advertising is a $170bn business - how accountable and transparent is it?
• How do standards of performance measurement compare with offline media?
• View ability, non-human traffic and brand safety; how big are these issues?
• For every pound spent by a brand on digital media, how much does the media owner receive?
• What can brands do to improve efficiency and effectiveness?
• How can they reward and incentivise their agency to deliver the best performance?

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• How to keep up to speed in the shifting landscape of digital content and digital driven change
• Insight into our internal structure within procurement and marketing: How internal marketing spend decisions are made
• How interaction and engagement takes place with the marketing stakeholder
• What systems and controls are in place for agency/supplier selection for digital strategy

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• Examples of metrics that have been in place to measure ROI in traditional marketing
• What tangible measures have been used for traditional marketing and incentivisation models with agencies for payment terms?
• Why traditional methods of measuring ROI cannot be used in the digital space?
• How to track and measure value creation in this space

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