a4uexpo Conference Agenda

Agenda day one « Day one Day two »

08:00–17:00 Register

Registration Open

Please bring along your printed barcode to scan at the registration desks in order to pick up your badge. Valid personal and business identification are required.

09:00–09:50 Room 1
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Changing Consumer Behaviour & Technology in a Multi-Channel World

  1. intermediate Publishers   Agencies   Advertisers   Networks #PMILDN

Moderated by Neil Ranatunga

Rapidly changing technology is affecting consumers’ traditional path to purchase, influencing and disrupting their decision making process and blurring the lines between online and offline.

Join our panel as they debate the pros and cons of today's latest technology innovations that are integrating consumers within multiple channels.

How can these technologies be fully leveraged? What's next? And how can you future-proof your business in the face of such disruption?

09:00–09:50 Room 2
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Beyond Retargeting: Driving Display Personalisation and Performance Cross-channel

  1. advanced Publishers   Agencies   Advertisers   Networks #PMILDN

For today’s most aggressive online marketers, “programmatic” delivers much more than automation, and “performance display” goes far beyond vanilla retargeting.

The real opportunity of data-driven display comes from leveraging truly individualised marketing at scale, reaching customers in any location and on any device with highly personalised display ads. No other online channel today offers marketers the chance to personalise every aspect of the marketing plan — from product and message, to pricing and promotion, to placement and timing — to each user’s position in the purchase funnel.

Find out how you can take retargeting to the next level by breaking through the one-to-one barrier with powerfully personalised, cross-device display campaigns that help drive conversions and increase customer lifetime value.

09:00–09:50 Room 3
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Digging Deeper into the Online Performance Marketing Study

  1. beginner Publishers   Agencies   Advertisers   Networks #PMILDN

You’ll have heard the big headlines for the performance marketing industry from the first-of-its-kind study released by the IAB. 7-9% of UK digital marketing spend, 6% of the UK internet economy, £9 billion in sales and £814 million expenditure helped to recognise the industry as a commercially viable and successful marketing channel.

The past eight months has enabled further insights from the data to be extracted and will be presented during this session. There’s still work to do, however, and Tim will discuss how the IAB plans to shape next year’s study and is looking for input from the industry.

This is a great session if you’re new to performance marketing or wanting to help shape future studies, which will no doubt be the largest to date.

09:50–10:30 Exhibition Hall

Networking Break

Head to the Exhibition Hall to meet and network with sponsors, delegates and speakers.

10:00–10:20 BT Live Theatre
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Performance Marketing In-store: An Introduction to Card-Linked Offers

  1. beginner Publishers   Agencies   Advertisers   Networks #PMILDN

Although part of the agile commerce conversation for many years, technology is finally beginning to catch up with a ROPO (research online, purchase offline) consumer methodology. These new solutions that close the loop for performance marketing-related transactions are being deployed across the space, creating a web-to-store seamless experience that will benefit all parties.

Join Birdback as they take you through an introduction to card-linked offer technology - one that’s sure to offer new possibilities for performance marketers.

10:30–11:20 Room 1
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Removing the Reliance on Incentive Sites

  1. intermediate Publishers   Agencies   Advertisers   Networks #PMILDN

Moderated by Carla Arrindell

The power of cashback and incentive sites is undoubted, but many advertisers struggle with an over-reliance on these types of publishers and likewise, many publishers feel they can’t compete with these incentive powerhouses.

This session will take the audience through a number of brand strategies that have been successful in creating powerful performance marketing campaigns that don't rely on incentive sites for the lion’s share of volume.

Equipping the audience with useful insights and practical tips to reduce risk and broaden the mix, questions will be encouraged from the floor.

10:30–11:20 Room 2
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A Light-hearted Look at the Request for Proposal (RFP)

  1. beginner Agencies   Advertisers   Networks #PMILDN

It’s important that an RFP works for you. Establishing a framework in which you can clearly assess a network’s capability to deliver growth, ROI and to integrate with targets of your wider digital strategy. Is your RFP allowing you to get the information you really need? Is it updated to reflect your current commercial goals and approaches? Or are you (honestly) recycling last year’s?

The procurement process can be long and arduous and it’s important that it results in the right partnership between client and network.

This witty session provides a light-hearted demonstration of the common RFP mistakes, it aims to alleviate the head scratching and reading between the lines that characterises the process, and examines how the RFP document can be re-engineered to facilitate a better fit between client and network.

10:30–11:20 Room 3
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Owning Mobile: How 10 Brand Leaders are Redefining their Customer Relationships

  1. intermediate Publishers   Advertisers #PMILDN

With smartphone use continuing to explode the time spent interacting with apps is beginning to rival time spent watching TV.

New advents such as Apple Passbook and Google Wallet offer new opportunities for brands to create owned media channels with a directly addressable audience. As the ultimate utility, mobile sets a high-bar for personal relevancy and necessitates seismic shifts in decades-old interruption-based marketing and messaging strategies.

In this session, attendees will learn how different types of organisations are inviting consumers into sustained mobile relationships, how to increase engagement through apps and digital wallets, plus how customer insight and location data are being used to maximise engagement and business results.

11:20–12:00 Exhibition Hall

Networking Break

Head to the Exhibition Hall to meet and network with sponsors, delegates and speakers.

11:30–11:50 BT Live Theatre
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The Power of Engagement

  1. beginner Publishers   Agencies   Advertisers   Networks #PMILDN

Are your ads engaging your consumers? Join Rakuten MediaForge for a session looking at ads which are designed specifically for consumer interaction.

Hear about client(s) who have experienced a significant lift in performance due to this Engagement. Dynamic functionality, innovation, best practise and real results – this case study-led session is not to be missed!

12:00–12:50 Room 1
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The 5 Forgotten Rules of Conversion Rate Optimisation

  1. intermediate Publishers   Advertisers #PMILDN

Improving online sales can often be a long and drawn out affair between your business and whatever tool is flavour of the month on the latest tech blog. Whilst these platforms and tools can help make decisions that improve conversions, there are other ways to arm conversion tactics to your strategy that don’t require expensive software.

Join Ivan as he takes you through a lively session that focuses on five simple (and often forgotten) conversion tips that you can leverage on your own site to ensure your visitors are whisked quickly to their purchase decision.

Discover how ad continuity can actually decrease your exit and bounce rates, how you can design your web pages to increase interest and time on site, detect your visitor’s goals and craft appropriate pages around them, communicate value to influence purchase decisions and importantly remove the elements that are stopping your visitors from purchasing.

12:00–12:50 Room 2
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Attribution Comes of Age – Real-life Insights from Advertisers

  1. advanced Publishers   Agencies   Advertisers   Networks #PMILDN

Advertising has become as much science as art. Exciting new marketing attribution models and methods have emerged, allowing advertisers to become more sophisticated in their approach to measuring their ROI.

Are we there yet? How advanced are advertisers in their usage of those new attribution tools today? How much of a difference does technology really make in tackling the complex issues of marketing attribution?

Join Office, Criteo and leaders in this space to discover the insights from the recent research paper conducted by Criteo and discuss the trends and challenges for attribution.

12:00–12:50 Room 3
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Travellers & Purchase Paths - How Performance Marketing Influences Inspiration & Choice

  1. beginner Publishers   Agencies   Advertisers   Networks #PMILDN

How performance marketing influences inspiration and choice in the travel sector.

Online bookings are dominating the European travel market's recovery from the global economic downturn. And travel brands that want to safeguard their share of this spend need to react to big changes in the way that their customers plan and research their trips.

Europeans spend around €98.1 billion on travel online, almost as much as they spend on all retail categories combined. So it is no surprise that when they make travel plans, connected travellers turn to the web and more specifically to performance marketing sites to ensure that they are getting the best deal at a time of tightened budgets.

This presentation will be based on the award winning research, 'Performance Marketing from first Impression to Last Click' and will include case studies from the sector and Tradedoubler's own data.

12:00–13:00 Exhibition Hall

Local Market Roundtables

Alongside the agenda our local market roundtables will cover the performance landscapes across India, Australia, South America, USA & Canada plus Dubai.

Hosted by an on-the-ground performance marketing professional this will be an optimum opportunity to ask any burning questions around new market strategies in a close-knit environment.

Head to the Knowledge Zone and take a seat at one of the following roundtables:

India South America USA & Canada Australia Dubai

12:50–14:00 Exhibition Hall

Lunch & Networking

A delectable mix of hot and cold food will be served.

14:00–14:50 Room 1
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Making Mobile Count

  1. intermediate Publishers   Agencies   Advertisers   Networks #PMILDN

For Affiliate Window, 22% of traffic and 18% of sales are now delivered through mobile handsets and tablet devices across more than 1,500 advertisers, and this booming market is showing no signs of slowing.

Join Hatice as she explores the new mobile ecosystem and how it is shaping a new chapter in performance marketing. Pulling together statistics and examples from a variety of sectors delegates will see how innovative advertisers are fusing mobile lead generation, traditional CPA, CPM, downloads and call tracking to tap into consumers’ increasing divergent routes to market.

You can also expect to hear about growing network trends, how mobile optimisation is delivering rewards, where the new technologies are coming from and which affiliates are winning the mobile race.

14:00–14:50 Room 2
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How Does the Affiliate Channel sit Effectively with Media Planning?

  1. advanced Agencies   Advertisers   Networks #PMILDN

Moderated by Eleanor Pickering

A major part of the decision-making process for advertiser programmes is the allocation of budgets; but how does this fit in with a pay-for-performance industry?

Many advertisers and agencies work with media-planning in mind – setting a budget for a month and sticking to it. With advertisers only paying for agreed actions, are capped budgets illogical in the performance industry? In an ROI-rich industry, why stop something when it’s going so well?

Limits on campaigns can obviously have a backlash on publishers, but how can advertisers plan and forecast without a set budget? There has got to be some sort of limit; so, where’s the balance?

Join our panel who will investigate if there is a compromise which can be made between brands and publishers. Should brand marketing strategies and models evolve to take full advantage of this industry and the results it can deliver?

14:00–14:50 Room 3
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Invest Big in Content for Search and Social Success

  1. intermediate Publishers   Advertisers #PMILDN

We're all using them as part of our marketing arsenal, but how do we choose where to push our precious content, design and production time in order to create 'big bang' content campaigns that guarantee a positive ROI?

Whether it's an infographic, video, hangout or editorial this session is packed with real life examples of content campaigns that have worked and ones that haven’t, and Simon will take delegates through all parts of the content creation checklist covering everything from using data to idea creation processes that will ensure your campaign has every possible chance of resonating and being shared.

Finally, you'll hear best practice ways on how to measure results from your campaigns across search and social channels to aid in proving response rates and ultimately campaign ROI.

14:00–16:00 Exhibition Hall

Meet the Agencies

Come along to the Knowledge Zone and meet many of the performance marketing agencies in attendance. Hear about the exciting brands they represent and discover how you can work with them more closely.

If you would like your agency to take part in Meet the Agencies please contact Mark Atherton or call +44 (0)117 203 3113

14:50–15:30 Exhibition Hall

Networking Break

Head to the Exhibition Hall to meet and network with sponsors, delegates and speakers.

15:00–15:20 BT Live Theatre
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Driving Online Recommendation and Rewarding your Advocates

  1. beginner Publishers   Agencies   Advertisers   Networks #PIMLDN

Loyalty cards and schemes can often be one dimensional, but can be activated to drive social recommendation with remarkable results.

This session shows how Tesco piloted a new system to use their loyalty card 'Clubcard' in conjunction with Facebook and a new software platform to extend customer reach. The outcome was not only positive in take-up and customer reach but also had unexpected results around sales revenue and broader social sentiment.

15:30–16:20 Room 1
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Has Affiliate Marketing Lost its Identity?

  1. intermediate Publishers   Agencies   Advertisers   Networks #PMILDN

Moderated by Duncan Popham

With the emergence of a new term for the affiliate industry in “performance marketing” are we losing track of what is actually done within it? Whilst networks and agencies continually look to expand on just affiliate marketing, the CPA model is no longer a USP and in many cases the channel is not the cheapest route to market.

By losing its identity, have advertisers lost faith in the channel? The panel will discuss this question and the implications this has for the future.

15:30–16:20 Room 2
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Hacking Analytics to Track iOS, Spiders, Bots and (not specified) Keywords

  1. advanced Publishers   Advertisers #PMILDN

It's well known that today's agile consumers bring rewards to online companies thanks to the portable internet and its considerable uptake in recent years. The sting in the tail, however, comes from the number of these devices that simply don't execute javascript or store cookies alongside the withholding of keyword data that can hamper your data analysis.

There are ways of making the data talk, however, and if you’re losing a significant amount of statistical data to ‘not provided’, it’s certainly worth investing time to overcome the problem. Martin will show you how implementing one or more workarounds can help you to improve your understanding of organic keywords and get a better insight into your missing (and much needed) user behaviour statistics.

15:30–16:20 Room 3
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How Email & Retargeting can turn SEO Traffic into Long-term Customer Journey Rewards

  1. intermediate Publishers   Agencies   Advertisers   Networks #PMILDN

With the focus remaining firmly on ROI, we're all in danger of crowding onto the instant customer acquisition bus, concentrating on short term wins only. But actually there's a lot more to be gained from stepping out of the queue and looking at your fuller customer journey.

Industry veteran Jason Duke explores how brands can continue conversations to build a longer-term and more rewarding relationship, exploring the very easy, yet often forgotten, email and retargeting tools which can turn SEO traffic into huge long-term rewards.

16:20–17:00 Exhibition Hall

Networking Break

Head to the Exhibition Hall to meet and network with sponsors, delegates and speakers.

16:30–16:50 BT Live Theatre
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Integrating Performance in the Marketing Mix

  1. beginner Publishers   Agencies   Advertisers   Networks

Performance marketing is no longer restricted to purely digital environments. Advertisers continue to merge their marketing silos and mobile internet access is reinforcing this challenge to the boundaries of traditional CPA models.

This session will focus on a case study co-presented by OMG with Telefónica Ireland, demonstrating how the O2 brand has harnessed performance marketing technologies to acquire customers through multiple sales channels whilst managing the entire process through a centralised online system.

17:00–17:50 Room 1
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Heading East: How Digital can Drive Growth through Eastern Expansion

  1. intermediate Publishers   Agencies   Advertisers   Networks #PMILDN

Moderated by Mary Keane-Dawson

Developing markets in Asia are recognised as growth opportunities down to the increase in internet penetration and a rapidly growing middle class. Purchasing behaviours are moving online as consumers seek out popular, global brands and broader product selections.

Whilst there are risks and costs associated with expansion into new global markets, digital marketing is ideally suited to harnessing new growth opportunities and within performance marketing we've recently seen stakeholders moving into Eastern continents and developing markets.

Join our panel who will discuss eastern continents and emerging growth markets, taking into account important considerations, market landscapes, consumer habits and main areas of opportunity

17:00–17:50 Room 2
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Heading West: Performance Marketing in the USA

  1. intermediate Publishers   Agencies   Advertisers   Networks #PMILDN

Moderated by Jeff McCollum

The differences between the performance marketing industries in the US and Europe are very noticeable. From acceptable industry standards, prospering publisher demographics, through to education and remuneration. Each market has developed its own way of conducting business. in which cultural and geographical factors play an important role.

In this session, performance marking leaders who work across both markets will discuss the largest differences between the evolving US and European marketplaces, their unique challenges and opportunities, and what each market can learn from the other.

Panelists will discuss best practices and why what works in one economy may not work in the other. They will bring personal experiences, case studies and specific action points for the audience.

17:00–17:50 Room 3
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Using YouTube as a Platform for Performance

  1. intermediate Publishers   Advertisers #PMILDN

The growing importance of online video combined with the phenomenal growth of YouTube have led to video views sitting in a prominent position within the consumer purchase decision. But what is fuelling this growth, who is profiting, and what opportunities are there for publishers to arm YouTube as a traffic driver and affiliate earner?

Join Richard Hartigan from Google as he takes you through the importance of online video, where the opportunities lie ahead for publishers including how YouTube can be used as an accelerator to existing activity and as a modern way to build your brand.

18:00–19:00 Session break

Exhibition Hall Drinks Reception

Relax and unwind time! Head to the expo hall, grab a beverage and mingle with newly-made and existing contacts.

18:00–18:45 Exhibition Hall

Speed Networking

  1. beginner Publishers   Agencies   Advertisers

Speed networking offers a concentrated opportunity to meet with advertisers, publishers and agencies face to face in a fast paced environment.

With each conversation lasting only 2 minutes be sure to bring plenty of business cards, this very popular feature has limited space so be sure to book your place now via the website.

20:00–01:00 Exhibition Hall

Offical PMI London Party

Full delegates can join us for our infamous middle-night networking party, in association with Tradedoubler, which will be taking place at the decadent and chic, DSTRKT in the heart of London.

Agenda day one « Day one Day two »