Data Overload: Exploring the Opportunities and Challenges at Ad Week Europe
by Phil Duffield
Posted on 03-19-2018
Ad Week Europe is one of the highlights of the marketing industry calendar. With the great and good of Europe’s marketing community heading to London’s Soho for one week only, the event is a chance to take stock of what’s happened in the last year, and explore how to evolve our industry for the better. I’m pleased to say that Adobe is once more a proud partner of Ad Week Europe, for what’s set to be a truly great week.
Each year the themes and discussions change, but one thing remains constant: brands are faced with incredible opportunities to reach their customers—often enabled by tech—but these are inextricably linked to new market challenges.
Advances in AI, data science and machine learning are enabling brands and advertisers to use data in new ways that push the limits of their customer experience strategies. But how can advertisers ensure that data-driven ad buys have brand safety in mind? What can brands do to make the best use of data insights to inform future campaigns, or justify the effectiveness of a campaign that’s just passed? And how can brands prepare for the upcoming General Data Protection Regulation (GDPR), which is set to entirely transform their relationship with customer data?
It’s clear that data is set to be the overarching theme of Ad Week Europe this year—namely, how to use it effectively, store it securely, and ensure that data-driven technologies augment, rather than replace, marketers’ roles. These challenges are commonplace among most practices within the marketing mix, whether it’s search campaigns, programmatic ad buys, social execution, or omni-channel strategy.
Adobe at Ad Week Europe
At Ad Week Europe we’ll be tackling the opportunities and challenges of data overload head on, through a series of panel discussions alongside digital leaders from Facebook, News UK, and Oath, to name a few of the participants.
On the first day, I’ll be exploring the importance of brand safety for advertisers. I will outline how key players in the industry can leverage the power of data to maintain and advance a brand-safe environment for digital advertising. And don’t miss Toccara Baker, Product Marketing lead, Adobe Advertising Cloud, and her session on how brands can utilise predictive analytics to create the best data-driven customer journeys.
Our very own Beth Carlson, Manager of Media Strategy and Advanced Measurement Services, will be taking to the stage to explore how brands can use data in new ways to measure the effectiveness of advertising spend, while Alex Ong, Senior Business Development Manager, EMEA, Adobe, will be examining the future of programmatic video advertising across linear, OTT, desktop, and mobile.
Introducing Adobe Advertising Cloud Search
While we can’t wait to discuss these crucial industry topics this week, we’re also excited to introduce our recent ad tech innovations, which are set to help advertisers overcome the complex challenges that data brings. By this, I mean Adobe Advertising Cloud Search, which helps search advertisers analyse the billions of data points, keywords and targeting parameters that can determine the success of a campaign. By leveraging our AI framework—Adobe Sensei—Advertising Cloud Search can alter search spend and bid prioritisation in real time, a job that’s impossible for humans to do alone!
It’s certainly set to be a great week that will see trailblazing marketers give their takes on how the industry can work together to ensure customer data is working for us, rather than the other way around.
If you want to find out about how Adobe can help your business overcome today’s industry challenges click here, and if you want to sign up to any of our sessions, click here. We’ll also be Tweeting from @AdobeExpCloud throughout the event. Follow us on there and the event itself through #AWEurope for live updates.
Enjoy the show, and we hope to see you there!
Topics: Digital Transformation, Ad Week Europe, Adobe Advertising Cloud Search, adobe Sensei, marketing, UK, UK Exclusive, Digital EMEA