The role of agencies has changed amidst concerns of transparency, and now we are starting to see how. Trading desks don’t have the power they once did. With consultancies on the rise and talent hard to find, clients demand more specialized services and agencies are expected to be able to turn on a dime.
At the Digiday Media Buying Forum, we’ll bring together agency executives to discuss the new ways they are working with clients, spending more efficiently across platforms, how they are ensuring visibility in the supply chain and being transparent about the data they use.
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Tuesday, March 26
9:00 a.m.Trend Focus & Digiday Challenge Board
Gain insight into the context of the media buying landscape as it stands with an overview of the trends underlying the forum, presented through editorial insight and Digiday+ research by UK Editor of Digiday, Jess Davies.
9:20 a.m.Investment in 2019
The media-buying landscape is demanding of agencies, requiring a vast array of skillsets, general and specialised, consultancy and traditional services. Talent is being usurped by tech, and tech is changing rapidly meaning skills are quickly out of date and distribution is an increasingly complex web of channels.
Where are the big agencies investing?
9:40 a.m.Lessons Learned: The Realities of ‘In-Housing’
For agencies, in-housing presents a unique challenge as clients rarely take everything in-house. Clients are often in need of specialists and might not even know what they need – this session will consider the lessons learned when dealing with clients in these situations and a pragmatic look at how to adapt to client needs.ModeratorSeb Joseph
10:10 a.m.SPOTLIGHT: Outdoor Media
While programmatic advertising for out-of-home media has been slower to grow than many observers anticipated, progress in the space is finally being made, and at a faster pace. Acquisitions and product innovations in 2018 promised to bring scale and accessibility to inventory that is often considered limited and hard to reach for digital-focused advertisers. As progressive as 2019 will be for outdoor advertising in the U.K., it will not be without its fair share of challenges.
10:20 a.m.What is the Future of the Open Marketplace?
With a reduction in open marketplace buying predicted for 2019 due to fraud and brand safety concerns, buyers may be showing a preference for premium marketplaces. Do open marketplaces have a future?
11:00 a.m.Auction Dynamics & Visibility
Auction dynamics can often be a blind spot for buyers. Gaining the necessary visibility into online ad auctions is critical for ad buyers that want to know, and be in control of, how their media budget is spent in programmatic auctions. But it’s often tough to know where to start. This session will explore how to arm yourself with the right knowledge.
11:20 a.m.SPOTLIGHT: Influencer Marketing
The reach and influence of social media stars has turned them into media buys. While advertisers have rapidly embraced influencer marketing, their media and legal strategies haven’t always kept pace. Missteps around fake engagement, content ownership and bad chemistry between brand and influencer have led to costly mistakes. Agencies are often caught in the middle of influencer marketing’s biggest tensions, but some are developing tools and hiring experts to ease them.
11:30 a.m.How Agencies Work With Google
Advertisers are buying more ads directly from Google than ever before but the disintermediation threat to media agencies could also be an opportunity. Google can’t service all those advertisers it sells its ad tech too, paving the way for agencies to step in and help. Agencies have turned this threat of advertisers buying more ads in-house into a chance to grow their businesses.
11:50 a.m.SPOTLIGHT: Metrics
An exploration of how agencies are coming up with their own metrics in partnership with brands to judge the effectiveness of campaigns and tie these to higher-level business metrics.
This session will cover what you need to become an expert in buying on Amazon inventory; what are the differences and challenges of buying on this platform? What is the roll of ecommerce in media buying? Do you need specialists?
12:20 p.m.The Rise of Planners
There is a lot of renewed interest in the role of planners, and a step-change from the time where traders were king. Digesting insight data is fast becoming one of the most important parts of the media buying process, but finding and retaining this talent can be like finding a needle in a haystack.
How do you attract this type of talent and compete against the platforms for retention of these skills?
1:30 p.m.Afternoon Town Hall
Part roundtable, part workshop, this interactive session will give you face time with Digiday's editorial team on the challenges raised earlier in the forum. In addition, you have the time to discuss issues with your peers and to raise questions in a forum for group discussion.
2:30 p.m.Buzzword Bingo!
We all talk about buzzword bingo, but we are actually going to play buzzword bingo. This fun, interactive session will be hosted by Digiday with special guests where we will look at the substance behind the latest industry buzzwords.
London, United Kingdom EC1A 4HD
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Are you an agency executive? You could be eligible for a complimentary VIP pass.
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