07
Oct

Internet & Mobile World 2015


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.

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  • 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

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

Agencies model in programmatic

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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

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Blurring the lines: Natural Language and Artificial Intelligence

Paul Slattery – Technical Director, AKQA

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  • 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.

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