MeasureUp2018 Menu

8:15AM - 08:45AM | Registration

9:00am - 9:15am

Opening Comments

 

  • Matt Rowley - Chair, IAB Board - CEO, Pedestrian Group
  • Gai Le Roy - CEO, IAB Australia

9:15am - 9:45am

The Special Sauce: McDonald’s Recipe for the Optimal Marketing Mix

Head of Global Media Accountability and ROI, Chris Graham, will reveal the secrets to how McDonald’s assess their ROI from media investments and optimise marketing mix accordingly. Chris will discuss how McDonald’s has developed a framework that allows flexibility in different markets and how they work with their agencies to ensure that they are constantly reviewing drivers of success across their different media channels. 


  • Chris Graham - Head of Global Media Accountability and Sourcing, McDonalds

 

9:45am - 10:40am

The Power of Digital in Building Brand Equity (launch IAB study)

This session will also launch a research study on ‘The Power of Digital in Building Brand Equity’. The IAB has partnered with Kantar to evaluate digital media’s role in driving strong brands which is critical for long term growth and long-term brand value. The Kantar study draws on insights from an aggregated database of multi-media campaigns as well as digital only studies with comparisons to global benchmarks. The research demonstrates how digital touchpoints impact across the brand funnel with a cross-media perspective including reach delivery for digital compared to other media, how digital works in synergy with other media and how these outcomes compare in terms of return on investment in relation to other media.


  • Gonzalo Fuentes - Global Chief Corporate Development Officer at Kantar
  • Mark Henning - Executive Director Media & Digital, Kantar
  • Natalie Stanbury - Director of Research, IAB Australia

 

10:40am - 11:00am

Next Generation Marketing ROI: Optus’s seamless optimisation of cross-media investment

Optus will share key learnings and results from a next generation MROI platform, which has significantly improved the ability to drive media spend effectiveness, while gaining a sustainable advantage on competition. Partnering with Marketing Evolution, a global leader in unified, person-level marketing performance and measurement, Optus will demonstrate how pre-existing silos of traditional and digital media, as well as data and technology vendors and media planners have been brought together into a data-driven process to optimise media expenditure on a continuous basis.


  • Angela Greenwood - Director Acquisition Marketing, Optus
  • Owen Eckersley - Director Customer Success, Marketing Evolution

11:00am - 11:30am | Coffee & Networking

11:30am - 12:15pm

Diet tips for a Cookieless future: Perspectives on preparing for tomorrow

The digital advertising industry’s overreliance on cookies is indisputable. But as browsers curtail the power of cookies, and mobile use continues to rise, their ongoing role is looking less and less certain. 

But what will replace cookies? How do we measure without them? And what does this all mean for retargeting? Instead of gazing into an uncertain date in the future, this panel will offer practical tips for buyers, sellers and agencies who want to start preparing for tomorrow, today.


 Introductory presentation:

  • Jonas Jaanimagi - Technology Lead, IAB Australia 

 

Panel:

  • Amy Jansen-Flynn - Audience & Automation - Commercial Product Director, REA (Moderator)
  • Garrett McGrath - VP, Product Management, Rubicon Project. 
  • Amelia Ward - Head of Digital Sydney PHD 
  • Matthew Daniell - Marketing Effectiveness Consultant 
  • Natalya Pollard - Country Manager Australia & New Zealand, LiveRamp

12:15pm - 12:55pm

Scaling the Mountain: BBC’s conquest of cross-media measurement

The British Broadcasting Corporation is the largest broadcaster in the world and provides a huge diversity of live and streaming content across 8 TV channels, 16 radio stations as well as BBC Online, to the UK audience and the world. The BBC reaches more than 9 out of 10 UK adults each week across all platforms. The challenge for the BBC was to understand its audience’s engagement and journey with content across all platforms and devices as opposed to viewing audiences in the existing media currency silo’s.

Through the partnership with Ipsos, the BBC embarked on an audacious journey to scale the mountain of cross media measurement, testing, piloting and finally implementing a long-term program using a framework of passive and traditional research touchpoints to deliver actionable insights to the public broadcaster, ensuring their remit as a public broadcaster was upheld. This session outlines the core learning's and outcomes from this journey to the summit.


  • Kirsten Riolo - Director Social Intelligence & Analytics, Ipsos
  • Jim Ford - Global Commercial Director, Ipsos UK
  • Jeroen Verspeek - Head of Audience Measurement, BBC

1:00pm - 2:00pm | Networking Lunch

2:00pm - 2:30pm

Planning for success: Optimal video flighting strategies for building awareness online

Ebiquity works with big brands utilising data and analytics to achieve better return for media and marketing investments. This session will present case studies and guidelines for advertisers to ensure that their online video campaigns are achieving the optimal reach AND frequency that drives awareness and delivers business objectives. Hear actionable insights on how to manage the trade-off between reach, frequency and continuity, flighting strategies to ensure the media plan is working hard to deliver ads at the optimal time and how to avoid creative wear out.


  • Ben Millar - Head of Digital, Ebiquity

2:30pm - 3:00pm

Becoming customer focused: Prioritising customer lifetime value (interview)

Customer lifetime value (LTV) is not a new term but there are few companies who have embedded profit into how they acquire, retain and grow their customers. This session will present how one of Australia’s most popular online retailers, The Iconic, are prioritizing LTV within their business to drive growth. We will learn from The Iconic and Facebook the importance of LTV, it’s focus on understanding the customer's end-to-end journey and how to influence through marketing and advertising. The session will also provide guidance on how LTV measurement has been implemented alongside more traditional last-touch metrics such as ROI and customer acquisition cost.


Introductory presentation:

  • Andy Ford - Head of Marketing Science Facebook

Panel:

  • David O'Rorke - Head of Performance Marketing, THE ICONIC
  • Vivek Bharadwaj - Data Scientist, THE ICONIC
  • Andy Ford - Head of Marketing Science, Facebook

3:00pm - 3:30pm

For the love of coffee: The fix of native advertising 

The ubiquitous takeaway paper cup has transformed the coffee industry but at the same time has also devastated the environment.  7-Eleven took active responsibility by introducing Simply Cups recycling bins across Australia and undertook an emotive native advertising campaign to let Australians know.

Speakers from 7-Eleven, News Corp and Kantar will discuss how the brand story was weaved into native content and video and how an innovative neuroscience study measured the level of emotional connectivity achieved through native advertising.


Panel:

  • Mark Henning - Executive Director Media & Digital, Kantar
  • Sabrina Chan - Research Director, News Corp

3:30pm - 3.55pm | Coffee & Networking Break

4:00pm - 4.15pm

Quality Casts Powerful Halo Over Advertising Perception

Integral Ad Science (IAS) will present their latest neuroscience research on the effect of a mobile environment on brand perception. Measuring consumers’ neurological reactions when seeing the same display creatives next to high- and low-quality mobile web content, IAS were able to draw distinctions between brand suitable and unsuitable environments. IAS will present highlights of the research demonstrating that the backdrop behind an ad is key for driving brand perception.


Panel:

  • Jessica Miles - Sales Director, IAS

4:15pm - 4:45pm

Brands through the eyes of youth: Insights to give the edge on Millennials & GenZ

Millennials and GenZ are changing the way we run our businesses and sell our products and services and wield an incredible amount of economic and cultural power.  Millennials stand accused of “killing” so many industries and so can be terrifying for marketers who are desperate to understand and fit their brands into young people’s curious lifestyles. This panel discussion will provide marketing insights into the real attitudes and motivations of the ‘grown up digital’ generations and whether they really do spend too much on avocado toast.


Panel:

  • Crystal Andrews - Commercial Editor, Daily Mail
  • Whitney Higginson - Group Strategy and Response Manager, Pedestrian Group 
  • Jessica Travers - Consumer Engagement Manager, M.A.C Cosmetics at The Estée Lauder Companies Australia
  • Lisa McIntyre, Senior Insights Director - Customer, Commercial & Youth, Engine
  • Vivienne Kelly - Editor, Mumbrella (Moderator)

4:45pm - 5:00pm

Closing Remarks


  • Gai Le Roy - CEO, IAB Australia

5:00PM - 7:30PM | Drinks Reception

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