Adobe at Advertising Week Europe
by Phil Duffield
Posted on 03-18-2019
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.
Topics: Digital Transformation, UK, UK Exclusive, Digital EMEA