2:00pm – 2:10pm
Opening Remarks: Welcome to the Q-posium
Speakers: Jay Habegger - CEO of ownerIQ
Michael Pollack – SVP, Digital at News America
2:10pm – 3:00pm
The Rise of the Machines
The rise of the programmatic ecosystem and its impact on Shopper Marketing.
Speaker: Jay Habegger, CEO ownerIQ
Since the advent of “open ad exchanges” 10 years ago, the era of programmatic has given rise to an entire ecosystem of ad tech and mar tech products and services. By 2017, programmatic buying in the US will surpass $27 Billion and account for 72% of total display ad spending.
How can shopper marketing agencies adjust to this new world and bring the power of “real-time” automated marketing to their clients?
In this session, Jay Habegger will help shopper marketers gain a better understanding of the true benefits of programmatic strategies by breaking down the ecosystem. Learn how to best leverage the alphabet of technology - DSP, DMPs, ADT- for your clients. Gain a better perspective on current issues like viewability and transparency.
3:00pm – 3:30pm
2017 the year of “SMATDs”?
Are you ready to build your Shopper Marketing Agency Trading Desk in 2017?
Moderator: William (“Bill”) Lederer – Chief Executive Officer | MRP Advisers LLC dba MediaTrader
Panelists: Robert Daniel – EVP Sales at ownerIQ
Michael Pollack – SVP of Digital at News America
Cristina Costa – Digital Director at Mosaic Shopper
ATDs, or Agency Trading Desks, are everywhere! These complex buying entities sit within almost every agency, either at the holding company level (ex- IPG’s Cadreon, WPP’s Xaxis, etc.) or at the agency level. ATDs are extremely appealing because they can create efficiency for clients and drive massive revenue for the agency. However, the concept of ATDs has yet to go mainstream within Shopper Marketing Agencies.
This panel of experts will discuss the concept of a SMATD, or Shopper Marketing Agency Trading Desk: What would this look like? How would it differ from standard ATDs? What are the benefits…the economics… the risks?
3:30pm – 4:00pm
State of Mobile: Real-time, Retail and… Refrigerators?
How programmatic mobile will power a new level of personalization
Speaker: Eric Leist – Director, Mobile Platform at ownerIQ
In every pocket of every consumer sits a mobile device that gathers endless contextual data about its owner. And every day, more of that data is making its way into the hands of programmatic advertising. Yes, mobile ads have gone programmatic, and they look drastically different from desktop ads in every way from targeting signals all the way to attribution.
Eric Leist will discuss how mobile will power a new level of personalized, programmatic shopper marketing. From the store aisle to your refrigerator, the path to purchase is going mobile!
4:00pm – 4:30pm
From ad to aisle: measuring the impact of shopper marketing campaigns
Best practices for measuring shopper marketing campaigns and adjusting for the new world of “real-time.”
Guest Speakers: Frank Cotignola – Director, Digital Analytics and Insights at News America Marketing
Kelli LaPerch – Manager, Client Analytics at ownerIQ
If the retailer John Wanamaker were alive today, he might posit: “Half my shopper marketing budget is wasted, I just don't know which half.” In this unique moderated discussion, Frank Cotignola from News America will share strategies that will allow you to better measure your cross-channel marketing efforts to ensure optimal media mix. Additionally, Kelli LaPerch from ownerIQ will discuss how real-time in-store measurement and media optimization is coming to shopper marketing.