Traditional paid media campaigns usually consist of activities such as PPC and paid social media. While these tactics deliver success in their respective environments, a lot of your audience’s time is spent consuming media not reachable by these tactics (e.g. listening to music streaming, podcasts, browsing the news and streaming TV to name a few!)
In fact, on average, each day, people are spending over two hours longer engaging with display, audio and video media vs social media.
Are you missing out on vital touchpoints to engage, connect and convert your customers?
To help you understand and unlock the opportunities presented by display and video advertising, we’re hosting a hands-on workshop in London. The practical session will wrap up with a keynote presentation from special guest, Adam Rowley from Uber.
What you’ll learn:
Session one – understanding the opportunity:
A deep dive into the world of display and video advertising.
- How this tactic fits into the broader paid media landscape
- How to reach your audience in new moments with novel, exciting formats
- How to set the right metrics to accurately measure and report on performance
Session two – leveraging the opportunity:
A practical workshop to put your learnings into practice.
- Working in small groups, you’ll select a brand of your choice (it could be your own!), and discuss its fictional (or real!) objectives, goals, target audience and creative strategy.
- Using the knowledge you have gained in session one, you’ll populate a media plan template to help this brand reach its goals, considering the target audience, creative strategy and measures of success. Don’t be afraid to get creative!
- The hands-on session will allow you to think about how you can reach target audiences in novel environments, and produce a collaborative strategy that drives meaningful value.
Key takeaways :
- Bolster your current paid media mix with display & video advertising
- Reach your audience in new, relevant moments and environments such as audio, connected TV and digital out-of-home
- Measure and report on your activity in a way that proves its value and aligns with your business goals
The trainer
Head of Programmatic
The hands-on workshop will be delivered by paid media expert, Harriet Howarth.
Harriet is the Head of Programmatic at Impression, with over 7 years of experience in the industry. She has managed a number of global accounts in that time across verticals spanning travel, luxury fashion, B2B, charity and retail and is currently leading the programmatic strategy on Wizz Air and multiple other accounts.
Keynote speaker
Senior Client Partner
Strategic Verticals – Uber Ads
The event will end with a keynote presentation from Uber’s Adam Rowley.
Adam is one of Uber Ads UK’s earliest hires, bringing 20+ years of advertising expertise from Dentsu, Omnicom, WPP, Oracle, and Salesforce. A strategic leader and team builder, he has worked across agency, adtech and martech to get an invaluable view of the advertising industry.
During Adam’s talk, you’ll hear firsthand how Uber is strategically evolving beyond its core ride-hailing services, transforming into a game-changing advertising platform for marketers. Leveraging its vast user base and rich location data, Uber offers marketers unique opportunities to reach consumers at pivotal moments.
Imagine an ad from a brand like Boots for suncream, targeted to those on their way to the airport with a CTA to pick up a bottle from Boots at the terminal. Or promotions displayed to hungry users browsing Uber Eats.
Uber has created a highly contextual and personalised advertising platform, capturing audience attention with relevant messages at the precise time and place they’re most receptive
The Agenda:
| 09:00-09:30 – Registration and breakfast 09:30-10:15 – Session one with Impression 10:15-11:00 – Session two with Impression 11:00-11:10 – Break 11:10 – 11:30 – Keynote presentation with Uber 11:30 – 12:00 – Q&A and event close |
***Please note – This event is for brand-side marketers only. On this occasion, we are unable to allocate tickets to agencies, freelance workers or consultancies. If you do not work for a brand we will, unfortunately, be in touch to cancel your ticket. ***
The Location
Derbyshire House, St Chad’s St, London, WC1H 8AG. The venue is a 5-minute walk from St Pancras Station.
For any questions relating to this event, please email jessica.elliott@impressiondigital.com
