More effective TV advertising: the ‘how to’ conference you should not miss
TV is a full-funnel medium and if you have any doubts about that, then come to The Future of TV Advertising Global (the London edition of what used to be known as Future TV Advertising Forum) on December 10-11, when the power of TV as an activation medium will be explored in depth. There will be lots of practical detail about short-term attribution and how TV companies can now give advertisers immediate feedback on business outcomes, like website visits.
This event will explore what TV is doing, and what more it can do, to serve digital-first brands, whether it is generating fame or trying to meet short-term goals and demonstrate attribution. Confused.com is among the digital brands that will give its critique of TV. CMO Samuel Day reveals his attitudes to brand growth and how that feeds into his use of media and, in particular, television. He will consider the opportunities that a more data-driven TV advertising environment offers a data-rich company like his, and what he gets from the digital world that he would like TV to replicate. [Serving digital first brands, Day 2]
This event is a chance to soak up some of the best thinking the world of advertising has to offer. Les Binet, the renowned Head of Effectiveness at adam&eveDDB and one half of the Binet & Field research team behind seminal works like The Long and the Short of It and Marketing Effectiveness in the Digital Era, kicks off the ‘Effectiveness under the microscope’ session. He will be discussing brand and activation budgeting in the digital age, and implications for media. Part of his presentation considers how the marketing world learned the wrong lessons from Silicon Valley.
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