Tuesday, 04/01
9:00 AM
9:00 AM ET
Opening Remarks
- MC
- Chuck Martin, Editor, Net Future Institute, AI & IoT Daily @chuckmartin
9:15 AM
9:15 AM ET
Opening Keynote: A Publisher's view on Native
Social is the new starting point for how we discover and share news with our friends. And brands have a unique opportunity to connect and engage users by creating social content that users want to see and most importantly, share. Buzzfeed's Will Hayward will explore the key factors that make native advertising a success with today's audience, and look at why Buzzfeed became an early adopter in embracing this new trend.
- Keynote
- Will Hayward, VP Advertising, Europe, Buzzfeed
9:45 AM
9:45 AM ET
Native in the 'Media Mix'- Is There Anything New Here for Advertisers?
Is so-called “native advertising” just old-fashioned advertorial with more deceptive sponsorship labeling? We kick off OMMA Native-London from the perspective of buyers and planners by asking what their clients really get from this hot and fashionable category, how it distinguishes itself from other familiar marketing tactics and, especially, where it fits into the marketing mix? Are pure native executions that are customized with specific publishers delivering advertisers anything new and different? Is any of it scalable? And is there value in any of the automated and networked “native” and content distribution platforms out there? But most of all, how does all of this fit into the larger plan of paid, earned and owned media?
- Moderator
- Julia Smith, Partner, The 614 Group @juliasmithdtc
- PanelistS
- Nick Adams, Head of Digital Development, Mindshare UK
- Matt Davies, Head of Social Content and Mobile, Newcast (ZenithOptimedia)
- James Erskine, Strategy Director, The Big Shot @JamesErskine
- Matthew Knight, Head of Innovation, Carat @webponce
- Dino Myers Lamptey, Head of Strategy, the7Stars
10:30 AM
10:30 AM ET
Are Publishers Putting Brand Equity on the Line?
Native advertising works when users experience sponsored content as they would a media company’s typical editorial. But can publishers really lend their brand credibility to advertisers without compromising their equity with readers? We ask the 'traditional' content providers behind the native ad push how they are defining, valuing and justifying these deeper integrations of advertising with their own editorial. How are they proving to marketers its effectiveness and at the same time gauging its impact on consumer trust? Are they riding a short-term bandwagon that actually diminishes their long-term value as trusted platforms that are unique environments for advertisers? As the market becomes cluttered with publishers claiming anything and everything they do is 'native,' we ask the supply side to clarify the model and the rationale.
- Moderator
- Andy Oakes, Head of London Operations, MediaPost @andyoakes
- PanelistS
- Tom Bowman, SVP Sales Operations & Commercial Production, BBC Worldwide Ltd @tomkbowman
- Brad Chuck, Head of Operations, Events, Digital, Times Education Supplement, TSL Education Ltd @bradchuck
- Paul Hood, Digital Director, Archant @paulhood
- Vince Medeiros, Publisher, TCOLondon
- Justin Pearse, Head of Marketing, Bite @justinpearse
11:15 AM
11:15 AM ET
Coffee Break
11:45 AM
11:45 AM ET
Brands as "Publishers"
What content strategies should brands be adopting in today's world? Agencies are rushing into the content marketing space promising clients newsrooms that get brands into the conversation with more personable 'voices' and 'human' interactions. But for every real-time win there seem to be even more faux pas, flatfooted executions and retracted mis-tweets. Depicting brands more like people and inserting them into cultural conversations is risky business. Ironically, real-time and seemingly spontaneous interactions require planning, high-level corporate buy-in and infrastructures to respond to unpredictable circumstances. So what's the way forward? We discuss whether it makes sense for brands to become publishers or if they just need to get better at creating strategic content plans?
- Moderator
- Tim Faircliff, Partner, The 614 Group
- PanelistS
- Krane Jeffery, Director, Yahoo Studio
- Sean King, CEO, SEVEN
- Will Kirkpatrick, Campaign Manager, O2
- James Ranson, Ad Director, Future
- Ben Shaw, Strategy Director / Social Strategy Lead, BBH
12:30 PM
12:30 PM ET
Keynote: An Agency's view on Native
Starcom MediaVest Group's Isabelle Baas will explore the need to create great human experiences with audiences, such as Native Advertising and other types of brand engagement. With new ways of reaching audiences, what challenges lie ahead for media ecosystem? And how do media agencies need to change structurally and culturally to embrace the native era?
- Keynote
- Isabelle Baas, UK Digital Director, Starcom Mediavest Group
1:00 PM
1:00 PM ET
Lunch
1:45 PM
1:45 PM ET
Welcome Back
2:00 PM
2:00 PM ET
Presentation: A Framework for Native Begins with the Right Definition
Native advertising and content marketing raise many issues that are not just ethical but legal and regulatory -- how ads are properly labeled and distinguished; what constitutes protected speech; proper use of trademarked property; and right of publicity. These questions become aggravated when brands become more entangled with content and when media companies themselves start creating ever more commercial content. The IAB gives its view.
- Presenter
- Clare O'Brien, Senior Industry Programs Manager, iab uk @clareob
2:30 PM
2:30 PM ET
Scale for Sale: Can Native Be Networked?
“Networking native advertising” sounds contradictory, especially as native ads are by their very nature custom-built, characterized by their integration into a very specific content environment and experience. Yet a new cottage industry of automated, network and exchange solutions is emerging, claiming to distribute native-like ad experiences. They use enhanced content recommendation engines, networks that integrate articles into publisher’s feature wells, and even RTB platforms that distribute blog posts in the form of banner ads. They claim to solve the problem of scale for buyers and the spare publishers from costly implementation? But do they deliver results that achieve the engagement goals of native campaigns? We bring in a range of vendors to justify their models, differentiate their wares and show us some results.
- Moderator
- Andy Oakes, Head of London Operations, MediaPost @andyoakes
- PanelistS
- Alex Cheeseman, Head of Brands and Agencies UK, Outbrain @mralexcheeseman
- Sam Kumar, VP, Europe, Sales, Visible Measures
- Nikhil Sethi, Co-Founder and CEO, Adaptly @nsethi
- Andy Squire, Head of Trading, Rocket Fuel @RocketFuelEMEA
- Julien Verdier, CEO, Adyoulike
3:15 PM
3:15 PM ET
Coffee Break
3:30 PM
3:30 PM ET
Native KPIs: ROI Execution, Optimisation and Measurement
When it comes to native campaigns, everyone talks a good line about measuring engagement not clicks and focusing on the narrower scale associated with these projects. But is it true? And how are native campaigns being executed, measured and optimized to justify ROI? This panel looks at execution and measurement. How is performance not only being gauged but tweaked for better engagement and scale? Can site-specific native campaigns get scale through smart re-distribution?
- Moderator
- Justin Pearse, Head of Marketing, Bite @justinpearse
- PanelistS
- Hannah Amess, Media Director, agenda21 Digital
- David McDermott, Performance Director, 7thingsmedia @David_McDermott
- Simon McEvoy, Planning Director, Jam
- Dan Plant, Group Strategy Director & Real-Time Planning Director, MEC
4:15 PM
4:15 PM ET
Is It All Just PR Now?
Native Advertising is just part of a much larger shift in marketing budgets and communications strategies away from traditional intermediaries and towards direct-to-consumer platforms. And a number of constituencies are chasing the money ... ad agencies acting more like PR firms, brands becoming publishers, journalists jumping from traditional editorial roles into the branded content arena. Add to that a massive social media universe that is arguably yet another kind of content marketing/native advertising. How are the shifts in spending and business models impacting personnel, familiar roles, the very structure of ad agencies and publishers? Is Native merely a part of a steady decline in journalism and media credibility? Are agencies really becoming more like PR firms? Or, are we seeing a golden age of content marketing emerge that represents a new core of the modern marketing mix?
- Moderator
- Chuck Martin, Editor, Net Future Institute, AI & IoT Daily @chuckmartin
- PanelistS
- Nick Cohen, Managing Partner & Head of Content, MediaCom Beyond Advertising
- Guy Cookson, Co-Founder, Respond @guycookson
- Tony Hallett, MD, Collective Content @tphallett
- Katy Howell, CEO, Immediate Future @katyhowell
5:00 PM
5:00 PM ET
Conference Concludes