Wen Vo, Senior Account Manager, APAC, Celtra
iMedia Brand Summit, SEA, held on the stunning Phuket island in Thailand, saw more than 160 technology solution providers and senior marketing professionals attend the invite-only event, for the ultimate goal of ‘revolutionising the digital media industry’. If you’re not familiar, iMedia Brand Summits create an ideal environment for senior brand marketers, to meet with their peers, discuss trends, debate challenges and converge on the strategic opportunities they each see in their respective markets. Attendees collaboratively work in interactive round-tables and listen to local and international keynotes from pioneers in the industry, using real life examples to guide their talks.
Celtra was fortunate to sponsor the summit where I attended alongside the APAC regional director, Rick Knott. Together we hosted round tables, posing the question “Ad Blocking, could it be our frenemy after all?” Rick also presented to the Summit on the future of mobile video advertising, creating a better ad UX for digital natives.
Highlights from iMedia Brand Summit, SEA 2016:
Kicking off the event, Nicki Kenyon, VP Marketing APAC for Visa, opened with a compelling presentation on leveraging technologies to create relevant ad experiences. When put into practice, Nicki explained that Visa increased user engagement and was even able to change consumer attitudes on advertising with the use of dynamic creatives.
“Targeted doesn’t mean fewer audiences with the current technology. It means delivering more relevant experiences,” Nicki Kenyon, VP Marketing APAC for Visa
Intel’s Director of Digital Marketing, Jamshed Wadia, stated “Transparency is the new black!” when it comes to analysing the wealth of data shared online by your customers. Jamshed’s team of digital analysts at Intel work as the vital organ in the company, deciphering data patterns, pumping life into the all departments to deliver the relevant digital user experience.
Rick Knott, Regional Director APAC at Celtra, shared insight on creative relevancy, arguing “the problem with programmatic is that we're using it to propagate weak, lowest-common-denominator marketing to everyone.” There is nothing more powerful with your consumers, than truly understanding their needs and targeting them with relevant content.
And lastly, we were honoured to welcome NASA’s visual strategist Dan Goods to the stage, to close iMedia Brand Summit 2016. Dan shared a truly profound presentation on creating powerful and inspiring moments with the creative, encouraging the use of unconventional methods to connect with your customers.
In summary, to revolutionise the digital advertising industry in 2016, you need to;
- Maximise 1st party and 3rd data to create relevant, personal advertising experiences
- Decipher your customer’s behavior online, and use that information to shape your marketing decisions. If more than 80% of the time users consume commercial video content vertically and in mute on mobile devices, then build your plan with those features in mind for a better UX
- Invest in understanding your tech stacks; your technology partners will be able to help you tell your brand story as a marketer