Protect, Verify, Perform: How attention drives outcomes
Event Overview
Results, ROI and bang for your buck… Today is all about how you set yourself up for the best outcomes from your ad investment, which comes down to how you protect it, measure it, track it and optimise it.
Join Campaign’s exclusive event, in partnership with DoubleVerify, to explore the next frontier in digital marketing and address questions around attention metrics and verification such as:
• How can better media quality and verification drive performance and ROI?
• How can attention inform campaign performance and drive business outcomes?
• What are the main challenges and opportunities in the European Connected TV space?
The conversation will feature two cross-industry expert panels and two inspiring keynotes. And your voice is essential throughout: we’ll field questions from you, the brand marketers and agencies grappling with these issues every day.
Agenda
Opening remarks
The latest media quality and performance trends
Panel discussion: Measuring the impact of attention
- Caroline Harrison, Head of Marketing, HSBC
- Elliott Millard, Chief Strategy and Planning Officer, Wavemaker
- Nick Reid, SVP & Managing Director, EMEA, DoubleVerify
More speakers TBC
Attention is becoming the new media currency, with brands facing hurdles to engage consumers in a saturated market, in a way that respects consumer privacy. For savvy marketers, emerging platforms offer new opportunities to not only capture audience attention but also to measure the impact of attention itself. However, there are challenges to navigate. So how can brands best prepare?
This panel, led by Campaign’s editor, Maisie McCabe, explores:
- How brands are driving outcomes through attention, and attention’s role in a post-cookie world
- How can brands address challenges such as digital fatigue and attention fragmentation?
- How can attention be effectively measured in a privacy-friendly way - and should it be?
- How can brands stay on top of trends and pivot to new platforms and technologies in an agile way?
- What is the future of attention measurement?
CTV Advertising in Europe
Panel discussion: Can you prove your connected TV investments are paying off? Exploring measurement and verification in Europe
A foundation of quality is critical to building brand trust, helping to preserve access to free content through an ad-supported internet. But, legacy video measurement leaves billions of impressions either unmeasurable or unprotected, especially across newer video channels such as CTV. Yet, as more TV viewers shift to streaming and AVOD, marketing spend is shifting too – and many marketers are left wanting for more metrics to demonstrate effectiveness and dictate future spend.
As revenue opportunities in CTV grow rapidly, so does the opportunity for fraud. The number of fraud schemes uncovered by DoubleVerify spiked by 70% year-on-year from 2020 to 2021, so addressing verification and measurement issues in the connected media environment is vitally important. However, despite sharing some similarities with the US, Europe's CTV market presents significant differences, particularly in terms of the variations across different countries and fewer large-scale streaming businesses.
This panel, led by Campaign’s editor, Maisie McCabe, explores:
- What is the landscape of CTV Measurement in Europe - and how does it compare to other regions?
- Opportunities and challenges in the CTV Space
- Why does ad verification matter for CTV?
- The prevalence of fraud: how big are the problems in the European CTV space?
- The case for consistency and collaboration across the TV, streaming video and digital advertising markets
Speakers
Nick Reid
DoubleVerify
Nick Reid
DoubleVerifyAs SVP & Managing Director, EMEA Nick is responsible for the execution of DoubleVerify’s Business growth and Partnership strategy across the region. Nick has 20+ years’ experience in the Advertising, Media and Technology space. Prior to joining DV, Nick was Global Head of Agency Partnerships at Adobe Advertising Cloud, responsible for scaling the Holding Company relationships across the Adobe Experience Cloud software suite, a role he took on after Adobe’s acquisition of TubeMogul where he had built the European business as Managing Director. Prior to TubeMogul, Nick was MD of IgnitionOne, also after the company acquired the Display Exchange AdJug where he was VP of Advertising. Nick started his career at Mindshare Digital at the beginning of 2000.
Caroline Harrison
HSBC
Caroline Harrison
HSBCCaroline Harrison is the Head of Digital Marketing at HSBC, one of the largest banking and financial services organisations in the world. Caroline is responsible for managing the performance marketing channels for all UK brands and also manages CRM Marketing campaigns for the Retail Bank. With over 15 years’ digital marketing experience, her role is to grow digital sales, foster effective collaboration and deliver innovative and data led marketing for the bank. Caroline is passionate about digital marketing and growing award winning teams.
Elliott Millard
Wavemaker
Elliott Millard
WavemakerElliott Millard is chief strategy and planning officer at Wavemaker UK. 20+ years in the industry across UK and global roles and almost every category. Full media geek, currently focused on developing the product and the team at Wavemaker UK – balancing art and science, simplifying in a world of specialists and keeping client business challenges at the forefront.