Next weekend, hundreds of publishing and technology companies involved with digital advertising will gather together in Hollywood, Florida to attend the Annual IAB Leadership Meeting. Attendees will hear from over a dozen speakers and have the chance to debate and network with 1000+ digital marketing professionals.
We’ve compiled a preview of the three-day event, along with our thoughts on the most anticipated sessions on the docket. They will address the challenges that brands, agencies, and tech companies are facing with respect to innovative technologies like AR and vertical video.
Better Advertising Enabled by Media Transparency
At 5:30pm on January 29th, Marc Pritchard, Chief Brand Officer at P&G, will speak on how they develop creative advertising while maintaining transparency for the greater good of the community. At AdColony, we strive to give relevant ads to the right audiences. AdColony’s Nikao Yang, EVP of Global Publishing Partnerships, states:
“The strides we will take in 2017 in mobile ad creativity is just as important for publishers as it is for advertisers. If a publisher is going to create high-quality, premium content, they deserve the opportunity for it to be matched with beautiful ads. App developers that can provide that kind of experience are going to ultimately see higher user satisfaction and retention.”
The Future of Live Video
According to Jon Steinberg, Chief Executive Officer at Cheddar, live television is about to change the world as we know it. At 10:30am on January 30th, Steinberg will discuss how on-demand dramas and Netflix may be a thing from the past since the birth of live video. In fact, according to Doug Manson, our VP of creative services:
“It provides an instant gratification that mobile users demand. Imagine you’re watching a short video and at any time you can shake your phone for a chance to be an instant winner. And that kind of real-time engagement is not just effective at the moment, it’s also memorable.”
IAB Annual Town Hall Discussion: Selling User Experience
At noon on January 30th, industry experts will debate the latest strategies used to captivate consumers and user experiences. Expect the discussion to cover playables, which Bryan Buskas believes will grow in 2017:
“With SDK integrations and new technology that is arriving in 2017, we can finally realize the full potential of playables, and create high quality mini-experiences of apps that will drive downloads and increase performance.”
IAB Annual Town Hall Discussion 2: The Future of Header Bidding
At 4:30pm on January 30th, panelists will discuss the changes in technology and what is to come. Since mobile advertising is constantly evolving, AdColony Creative Services VP Doug Manson believes that, “mobile video experiences are going to be completely different in 2017 – mainly due to the level of interactivity.” What does that mean? In Doug’s words:
“You no longer have to wait for the end card to engage in the video, and this opens up a world of possibilities. The video creative is simply the backdrop on which so much can happen, from personalized text based on data signals like location to various modules that the user pieces together. The viewer will be able to take action as the video is playing.”
The Platform Shift to Mobile
At 11:15am on January 31st, Imran Khan, the Chief Strategy Officer at Snap Inc. will talk about how mobile is changing how people create and consume content, and discuss strategies for delivering content. Indeed, AdColony’s Vikas Gulati believes that video advertising will become “more responsive and custom-built for mobile experiences” that better shape brand stories.
Attending the Event
The conference will be held in Hollywood, Florida, from January 29 to the 31st. For more information on the agenda, click here. To register for the conference, visit the IAB Annual Leadership Meeting registration page.
About IAB
IAB examines the marketing and media industries in the digital marketplace. They strive to elevate professionals globally in the field of digital marketing by offering trainings, workshops, conferences, and education materials online. IAB also develops best practices in the field, and promotes the value of online advertising to policymakers. IAB events are hosted in venues across the globe and online.
Join the Conversation
Planning on attending the IAB Annual Leadership Meeting? Let us know what you think is most interesting by tweeting @AdColony. For the latest AdColony advertising news and updates, follow @AdColony on Twitter, like us on Facebook, or connect on Linkedin.
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