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
- 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 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.