---

I’m on my way towards what is praised to be THE event of this autumn in Bucharest in the mighty area of digital – the Internet and Mobile World 2015.

I’ll keep a track of the notable ideas that will surface from the event here, as a mosaic of thoughts from the various speakers.

Sociomantic Labs – Director of Partnerships – Guy Beresiner

• the reputational risk of advertisers is the one that they place too many ads that become annoying for the customer
• We see billions of advertising impressions per day, depending to the media that we get exposed to.
• the technology that wins a lot of auction cheaply is useless if it buys lousy inventory
• the success KPI resumes to less ads, but a better quality inventory, using data smartly
• today it is all about the use and the collection of data.
• Customers have changed – profoundly and forever.
• the internet is free for a reason – people consume what is available out there, communicate with each other – it has a value and also a value-exchange associated to it (they give advertisers their data – anonymous data which advertisers use by connecting the dots – so customers can, at least, expect to become surrounded by the content that is relevant to them).
• a person typically only visits 6 websites per day regularly (the same websites)
• internet has empowered users and change the way people shop, but it is all about research.
• typically, when someone watches TV, they are multitasking – top 3 activities: surfing, emailing, texting communications.
• The journey is always different for every person. So how do you scale a marketing medium in a way that it preserves relevancy at an individual level?
• the individualised media plan is the answer.
• the future of media is going to be personalised (e.g. Sky TV has the ability to send only a specific type of ads to specific households).
• empathy, not just information.

• retailers in the future have the opportunity of becoming publishers, having more data available about their customers than advertisers.

Andrei Cipoi – Telekom

• Telekom has two Smart City- type pilot projects in Romania with public authorities.
• Connecting analytics solutions based on video, sensors-based analytics and mobile apps render people counting solutions for marketers.

Programmatic: A Global Revolution

Marco Bertozzi – President, Vivaki

• Programmatic is the revolution of the advertising industry.
• 2008-2015  stages: in the dark, over-informed, frustrated, in control

• market forces driven by 3 groups: agencies, publishers, advertisers

Agencies model in programmatic

Publishers

• Focus on premium inventory at scale
• Form publishers alliances
• native advertising is on the rise, as hundreds of people are using ad blocking
• video is the display rising star
• moving to private sells

Advertisers

• advertisers take control of their own data, signing up to their own data management platform (oracle, adobe, run) rather than relying on media agencies data
• key points: supreme relevance, lacklustre creative
• being creative at scale

Blurring the lines: Natural Language and Artificial Intelligence

Paul Slattery – Technical Director, AKQA

• A new paradigm of the way we interact with systems arrives.
• Speech recognition is advancing.
• Notifications are changing; richer notifications that can be interacted with on the notification screen.
• Growth of “invisible apps” (apps without an interface) e.g ami
• Conversational commerce
• Bots (digital servants who perform different functions getting more and more into mainatream) e.g. White Rabbit for arty recommendations in Berlin
• understanding of unstructured data (Watson)
• building up AI assistants as interface (Luka.ia, Luke)

There is a new wave of consumer behaviour arriving.