RTBChina
ad:tech China 2014上海数字营销峰会专题内容集锦：
Featured Content Collections：
Mobile Performance Media: Local & Global Strategy
Thursday 26th June | 16:55pm – 17:35pm
Speaker: Jimmy Hu, Managing Director, Chinapex
Mobile Track
The growth of mobile technologies presents marketers with an array of opportunities to reach their target audience through channels such as mobile advertising, video, and apps. A mobile marketing strategy should not only be about branding and performance, but should also include additional objectives including customer experience optimization, loyalty & engagement, cross-screen integration, and data-driven consumer insights. In order to achieve these objectives, marketers should first differentiate between the ideal mobile marketing strategy and practical realities achievable by available technology (ie. platforms, RTB, audience data, media inventory, creative optimization). The next step would be to lay the groundwork, which essentially is integrating the systems necessary to execute the strategy and effectively analyze results.
Delegates will learn:
Global data-driven mobile marketing strategies
Understanding of how mobile strategy means in terms of technology and processes
Target audience:
Marketing VP’s, directors, and managers
Researchers
Agencies
移动绩效媒体：区域及全球化战略
6月26日（周四）|16:55pm – 17:35pm
演讲者: Jimmy Hu, 董事总经理, 创略
移动专场
随着移动技术飞速发展，越来越多的营销人士有机会借由移动渠道的广告，视频，应用程序来发掘更多潜在客户。 在这样的大趋势下，一个有效的移动营销策略应当不仅仅停留在树立品牌形象和品牌效绩上，更应将诸如优化客户体验，提升客互动性及忠诚度，多屏合作互动体验以及数据化客户需求作为战略关注的新重点及目标。为了实现这一系列目标，营销者首先应理性地分析当前现有的技术（如平台技术，实时竞价，受众数据定位，媒体库存管理，创意优化等）从而制定实际可行的移动营销战略。接下来至关重要的一步则是整合操作系统来具体对战略的实施以及效果的分析。
参会者将有机会：
了解全球数据化的移动营销趋势
深入学习移动营销的程序以所涉及的技术
与潜在客户进行面对面的沟通与交流
同营销管理者沟通联络
听取专业机构的有效建议
Demystification of Programmatic Buying
Friday 27th June | 11:25pm – 12:10pm
Speakers: Lawrence Wan, Managing Director, Amnet China & ZHANG TIAN, Interactive Marketing Director, CocaCola
Programmatic Buying Track
This session will demystify how Programmatic Buying and Real Time Bidding (RTB) systems are evolving media buying to allow advertisers to make greater impact with their digital display advertising campaigns while giving publishers a powerful way to value and sell their inventory.
Lawrence Wan and Doctor Zhang will explore how agencies and advertisers are using programmatic digital media buying systems to best reach target audiences while decreasing costs and increasing performance. From ad networks to Demand Side Platforms (DSPs) to systems that allow publishers to quickly sell available impressions, Programmatic Buying is changing the digital media buying process while creating new opportunities and challenges for advertisers and media planners/buyers.
This session will give you an understanding of how Programmatic Buying works along with the best practices being used today. Participants will learn about:
Defining Programmatic Buying
The Programmatic Buying Landscape
How Real-Time Bidding works
How ‘Big Data’ is driving Programmatic
What Advertisers and Media Planners need to know about Programmatic
Best practices to get the most value out of Programmatic Buying
This session is geared towards advertisers and media planners/buyers new to Programmatic Buying.
程序化购买探秘
6月27日（周五）|11:25pm – 12:10pm
演讲者: 温道明, 董事总经理, 安纳特中国 & 张天, 互动营销总监, 可口可乐大中华区
程序化购买专场
这部分的讲座将褪去程序化购买以及实时竞价(RTB)的神秘光环，细致解析两者是如何通过推动媒体购买来提升电子广告项目的影响力并为出版方提供有效的销售路径。
演讲嘉宾Lawrence Wan将向我们展示专业广告机构及广告主是如何通过程序化媒体购买实现在集约花费的同时最大化业绩，吸引更多潜在客户。 从广告网络，到需求方平台（DSPs）乃至版面出售系统， 程序化购买正从方方面面变革着数字媒体的每个购买环节，随之而来的是广告主，媒体人们的全新的机遇与挑战。
通过对程序化购买的过程解析以及优秀案例的讲解，与会者将有机会学习到：
程序化购买的定义
程序化购买的现状与前景
实时竞价的工作流程
“大数据”时代下的程序化
广告人与媒体策划对程序化购买的应用
优秀案例分析
The Delusions of Engagement Marketing:
Rethinking the Role of Engagement in Our Marketing strategy
Friday 27th June | 14:20pm –15:05pm
Speaker: Shann Biglione, Head of Digital Strategy, ZenithOptimedia
ad:tech Omni Channel Track
Do you think “interruption marketing” is dying? Do you agree that in this new digital age, the role of marketing is not to “broadcast” and “interrupt” consumers’ attention, but to “interact”, “connect” and build “relationships” with those that fall in “love” with a brand? This certainly paints a very meaningful and rewarding picture of our role as marketers…but unfortunately evidence tells us this might be too good to be true. In the real world, what we see is a majority of consumers caring little about being engaged, often driven by much simpler mechanisms impacting their decision process. We see interruption campaigns still delivering great results without an inch of engagement in their DNA. And we see a digital industry often forgetting some of the basics of advertising, more worried about generating metrics focused on existing consumers rather than building strategies that genuinely drive business growth. The good news is that there is a place for engagement and it can be a powerful force to influence consumers. But if the digital industry, whose purpose is increasingly associated with engagement, wants to thrive, it is of crucial importance that we make efforts to better understand its role as a mean, not an end.
互动营销的理解误区：
对于营销策略中“互动体验”的定位与再思考
6月27日（周五）|14:20pm –15:05pm
演讲者: Shann Biglione, 数字策略总监, 实力媒体
全渠道专场
您是否认为“打扰式营销”已经退出了营销的历史舞台？如果是，那您一定也认为市场营销的作用早已不再是“传播产品信息”或“吸引”消费者注意力而是同产品的忠实客户进行互动联系，培养感情。这样的想法，无疑会给每个营销人带来莫大的安慰与鼓励。可是，这样的状态在目前来说并不实际。在现实世界中，我们发现绝大多数的消费者们并不真正关心与品牌的互动，在决策的过程中他们常常会被一些更为简单的机制所驱使。正因为如此，旧有的“打扰式营销”仍能在完全不涉及“互动体验”的情况下得到十分不错的成效。我们也看到现今的电子营销产业常常忽略一些广告的基本要素，过多地强调针对现有消费者的模式化广告，却轻视广告策略对企业长足发展的重要作用。这样的行业现状虽为“互动营销”的发展创造的有利的空间，使它能够成功地影响消费者，但就电子营销发展的角度来看，“体验式营销”只是一个发展手段而非解决一切问题的终极答案。
What do BRUCE LEE, MAHATMA GANDHI and LAO TZU possibly have to say about branding?
Friday 27th June | 14:20pm –15:05pm
Speaker: Brian Tam, Founder, Let’s Make Great
ad:tech Innovation Track
Too often, brands waste money on expensive online and offline campaigns that are ineffective. Yet, in today’s competitive and crowded marketplace the only message that breaks through is the one that resonates with your consumer. How do we create resonance? Why should they trust and purchase you out of all their choices?
Beyond the obvious benefit of increasing sales, strong brands have the potential to inspire our employees, and attract new talent. We live in the world of the two-year career, and in Shanghai, EVERYONE is looking for something better. What will make them choose us?
The billion-dollar answer to these questions isn’t about creating viral stories, leveraging big data, or social media… yet. It’s about creating magically strong brands, which making your brand the crystal clear choice for your consumers, for your employees and for the world.
In this 45-minute presentation, we’ll discover what three historic visionaries have to say about this topic. Amazingly, Bruce Lee to Mahatma Gandhi to Lao Tzu all have thought deeply about branding, and they did not even know it!. They certainly must have, in order to create incredible impacts at a personal, group and national level; impacts that we’re still feeling today. Clearly, their timeless wisdom still applies today for those of us who wish to make an impact!
李小龙，甘地，老子的品牌之说
6月27（周五）| 14:20pm –15:05pm
演讲者: Brian Tan, 创始人, Let’s Make Great
ad:tech创新专场
大多数情况下，品牌花重金打造的线上及线下的活动都是收效甚微的，因为在现今充斥着激烈竞争的市场中能够突出重围的，只会是能与消费者产生共鸣的信息。那么如打造这样的共鸣效应？ 又如何取得消费者的信任？
在吸引更多消费者，实现销量与利润的增长之外，优势品牌也能为公司吸引到大批优秀的人才。尤其在上海，每个人都在持续寻找更好的选项， 是什么使人才选择并效力于我们？
能够解答这一系列问题的并不是病毒信息植入，也不涉及大数据，更与社交网络无关… … 答案的关键在于赋予品牌卓尔不群的力量，使品牌成为消费者、就业者乃至全世界不容置疑的选择。
在45分钟的演讲中，我们将探索李小龙，圣雄甘地以及老子这三位智者关于品牌形象的观点。我们惊奇地发现在他们不自觉的言行中都饱含对于品牌形象树立各自独到而深入的见解。而他们的这些充满智慧的见地并不受时间的束缚，仍能对当今的世界产生深远的影响。
O2O marketing Master Session – Retail Strategies
Friday 27th June | 16:15pm – 16:55pm
Speaker: Faye Yu, Founder, eKeliu
Omni Channel Track
There has been too much talk about O2O, but in reality the online and offline are doubling up in time and space thanks to the penetration of mobile internet. Forget about O2O, because consumers don’t care. All they care about is buying the products they like, when they want it, delivered to where they want it. I’ll tell you why brands are better off thinking how they can integrate the online and offline journey, and provide consistent experience using omnichannel strategy.
O2O营销大师专题 –零售商店的全渠道策略
6月27日(周五) | 16:15pm – 16:55pm
演讲者: 俞斐, 创始人, 客流 eKeliu
全渠道专场
整个互联网都在O2O，但是到底是哪个O到哪个O？在现实世界中，其实没有线上和线下的明显界限，因为移动互联网，线上和线下是在同一个时空存在的。忘记O2O吧，消费者根本不在乎这个。他们在乎的只是在合适的时间地点，买到他们想要的产品。我们会告诉你，为什么品牌应该放弃不同步的线上线下策略，转向提供更同步的全渠道策略。
日期：6月26日-27日
地点：上海浦东嘉里大酒店
更多详情, 请关注: http://www.adtechchina.com/
关于 ad:tech
ad:tech是为数字营销，广告技术专业人士量身定制的全球领先的广告技术和数字营销系列展会。举办地包括纽约，旧金山，伦敦，新德里，上海，新加坡，悉尼，九州，东京。www.ad-tech.com
About ad:tech:
ad:tech is an international series of digital advertising and technology conferences and exhibitions for the interactive marketing profession. ad:tech hosts events in New York, San Francisco, London, New Delhi, Shanghai, Singapore, Sydney, Kyushu and Tokyo. For more information, please visit: http://ad-tech.com/
作为一家国际展览和发行公司，dmg::events每年承办 300 多场市场领先的贸易展览、出版 45 种相关的杂志、报纸、目录和市场报告。分支机构遍及全球，在美国、新加坡、加拿大、英国、阿拉伯酋长国、中国、澳大利亚和新西兰共设有 30 多家办事处。dmg 环球媒体有限公司是英国最大、最成功的媒体公司之一 Daily Mail and General Trust PLC (DMGT) 的全资子公司。详情请浏览：http://www.dmgevents.com
dmg::events is a wholly-owned subsidiary of the Daily Mail and General Trust plc (DMGT, www.dmgt.co.uk), one of the largest media companies in the United Kingdom. dmg::events was founded in 1989 and in 20 years has managed Exhibitions, Conferences and online platforms for many industries in up to 25 countries. Additional information on dmg::events can be found at http://www.dmgevents.com
