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
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
Marketing VP’s, directors, and managers
6月26日（周四）|16:55pm – 17:35pm
演讲者: Jimmy Hu, 董事总经理, 创略
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.
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
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。
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.
演讲者: Shann Biglione, 数字策略总监, 实力媒体
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!
6月27（周五）| 14:20pm –15:05pm
演讲者: Brian Tan, 创始人, Let’s Make Great
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。
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.
6月27日(周五) | 16:15pm – 16:55pm
演讲者: 俞斐, 创始人, 客流 eKeliu
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