Infectious Media and ISBA come together to provide insight into how advertisers can implement their programmatic strategies.
Hosted at the RSA House on the morning of the 4th April, Infectious Media partnered with ISBA, the Voice of British Advertisers, to deliver their programmatic round table conference – ‘Strategy into Action’. Attendees included Senior Marketing Managers and Directors from Virgin Media, John Lewis and Volkswagen, Samsung, Toyota, Direct Line, Nestle and Diageo.
Key notes from Pete Hanford, Revenue Director from Infectious Media, included how programmatic can access supply through a single platform, meaning the agency infrastructure as we know it is becoming redundant. The advertising industry is going through its own digital transformation and advertisers will need to evolve with it to avoid missing out. Also covered included what advertisers can do to gain control and the challenges with advertising in-house, compared to managing through an agency, especially with the hybrid models emerging for programmatic. Additionally, we discussed how financial and operational transparency is key for a strong programmatic approach; including where your ads are appearing and are available within the customer lifecycle.
The fireside chat was with a leading London Marketing Consultant agency, ID Comms, who focused upon the brand safety and care that was needed to ensure a strong relationship between the media agency and the client’s image. The overruling problem being that there is common desire to reduce media costs, which has a direct effect on the ad and the placement of these. By focusing on quality instead of cost and providing your agency with your time to truly understand your brand, this can help to provide high quality ads, placed in the right places.
The penultimate panel talk, led by Infectious Media’s COO & Co-Founder, Andy Cocker together with two brands within the publishing and banking industries, discussed internal and external considerations when bringing on a programmatic partner and the benefits of doing so. The panel focused on how to recognise assets and when best to integrate programmatic into an existing structure.
Finally the room divided for round table discussions on the benefits and concerns on how to set up a successful programmatic plan. Topics included the advantages of on-boarding a data management platform, key questions to ask to your media partner, and what is the best way of connecting the customer journey across devices and stages.
Listening to the initial feedback and speaking to attendees after the event, this proved to be an enjoyable, relaxed and informative gathering, with the attending advertisers gaining invaluable insight into the challenges and solutions when putting their programmatic strategies into action.