Adobe at Advertising Week Europe

This week marks the biggest event in the adver­tis­ing indus­try cal­en­dar – Adver­tis­ing Week Europe. It’s an event that sees the best of the best of the entire ad indus­try – from agen­cies, media own­ers, brands and the those in tech – con­gre­gate to tack­le some of the biggest issues for the year ahead. We’re excit­ed as ever to return as the AdTech Track spon­sor, where we’ll be host­ing a series of keynotes, pan­els and lunch­es to explore the good, the bad and the ugly of ad land.

As with each year that’s come before this, Adver­tis­ing Week sees us explore a mul­ti­tude of oppor­tu­ni­ties for the adver­tis­ing indus­try, and of course the chal­lenges. The last year has cer­tain­ly seen the indus­try face a fair bit of both!

If one thing’s for sure, adver­tis­ers have nev­er been faced with so much oppor­tu­ni­ty to reach cus­tomers old and new. Thanks to AI, automa­tion and advanced tar­get­ing tools, there is enough tech in their arse­nals to ensure they’re pro­vid­ing cus­tomers with the best and most rel­e­vant ad expe­ri­ences possible.

But the indus­try is also see­ing a num­ber of chal­lenges, whether it’s ensur­ing that ad cam­paigns are brand safe, in keep­ing with the Gen­er­al Data Pro­tec­tion Reg­u­la­tion (GDPR), and well exe­cut­ed across the accel­er­a­tion of new chan­nels. All the while, brands and agen­cies are recon­fig­ur­ing their rela­tion­ships, as brands seek to take con­trol of their ad operations.

Dur­ing the show, we’re excit­ed to be run­ning a series of keynotes and pan­els that explore the industry’s biggest trends:

• The real­i­ty of con­nect­ing Ad Tech and Mar Tech. Accord­ing to For­rester, 58% of B2C mar­keters want to reduce the num­ber of ven­dors they use, but less than one-fifth believe they can get every­thing they need from a sin­gle ven­dor. Toc­cara Bak­er, Senior Prod­uct Mar­ket­ing Man­ag­er at Adobe will be explor­ing the shift in the industry’s mind­set, focus­ing on qual­i­ty over scale, and how adver­tis­ers can con­nect their tech stack to ensure qual­i­ty cus­tomer expe­ri­ence is at the cen­tre. Her keynote takes place at 2.30pm, Tues­day 19th March – make sure you reg­is­ter here.
• The evo­lu­tion of the brand and agency rela­tion­ship. It’s a buyer’s mar­ket, with cus­tomer expec­ta­tions from brands at an all-time high. As a result, brands are under more pres­sure than ever to deliv­er excep­tion­al dig­i­tal expe­ri­ences across hun­dreds of cus­tomer touch­points, and agen­cies have a big role to play in deliv­ery. But what does this mean for the future of the brand and agency rela­tion­ship? I’ll be on a pan­el with top speak­ers from both brand and agency side – includ­ing Dod­dle, Wave­mak­er and Omni­com – to explore this fur­ther. It takes place 9.30am, Wednes­day 20th March – make sure you reg­is­ter here.
• Human mar­ket­ing. The best brand cam­paigns now tar­get humans, not their devices, mean­ing brands need a uni­fied view of their cus­tomer across chan­nels, and they need to utilise this data to cre­ate cam­paigns that tap into human behav­iour and engage them emo­tion­al­ly. Brid­get Per­ry, our VP in EMEA will be join­ing a pan­el with Ver­i­zon, IAB and CNN to unfold this fur­ther on 1.30pm, Wednes­day 20th You can reg­is­ter here – don’t miss out!

We’re excit­ed to see you next week. All infor­ma­tion on our ses­sions are here, and keep up with all of the dis­cus­sions from the event on social using the hash­tags #AWEu­rope, or fol­low us at @AdobeAdCloud.