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Digital Marketing Heroes 2015: The Future is Programmatic

A look back at DMH 2015, which took place in Warsaw in September

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This September, in an outstanding club that sits 122 meters above the capital of Poland, marketers of leading digital companies met to discuss the dynamic digital advertising industry. Among the speakers for the day were representatives of brands like Google, LiveRail (Facebook), Allegro, Żywiec, Brand24 and more.

Want to know how it went? Join us for a two-minute sky-ride with our Digital Marketing Heroes.

Superheroes fly-high

The second edition of #dmh2015 had a unique setting—newly opened club called The View, on the roof of Spectrum Tower in Warsaw. The space, in the opinion of a conference announcer Karol Paciorek, was an ideal location for a meeting of superheroes, because of the spectacular view of the capital skyline that unfolded from the club’s 360-degree windows. This popular YouTuber, author and co-author of “Podcast 35 mm” and “Lekko Stronniczy,” who currently leads the program “KWTW—Kto Wie Ten Wie”—noted that the most famous comic book superheroes used to look down at the cities they protected from such a vantage points. Here on this summit the future of digital advertising was discussed by some of Europe’s leading marketers.

Online advertising with eagle-eye view

The first hero to take the stage that day was Michał Sadowski, founder and CEO Brand24, a social media monitoring company, who spoke about best practices in building and promoting your online business. According to him, the key themes for success are: interaction and surprising your customers, data and global scale.

The next digital hero Roberto Ruju, Head of Programmatic Solutions EMEA of Google, is responsible for Google’s regional product deployment strategy across all programmatic publisher platforms in EMEA. Ruju presented, “Programmatic Direct: A Triple Win,” in which he introduced this process of buying and selling digital advertising that benefits the advertiser, the publisher and the vendor alike. With programmatic direct deals, premium publishers can increase profits by opening ad spaces to a larger number of buyers and new budgets, all while keeping strict control over quality and price and protecting their brand and existing relationships. Advertisers are given the opportunity for easier access to the premium secure environment and yet can use data to optimize and gain a comprehensive knowledge of every aspect of the campaign. Finally, the buying vendors can take advantage of a higher priority in access to premium, brand-safe inventory to buy on behalf of clients.

For more insights, check out the post-show video interview with Roberto Ruju below.

A brief dive into the programmatic ecosystem, native advertising and mobile

The second part of #dmh2015 started with a panel discussion that included Łukasz Kaupiśniak from Cloud Technologies, Marta Lech-Maciejewska from iBillboard Poland, Marcin Olszewski from Media Impact Poland and Maciej Wyszyński from Sociomantic Labs. The panel discussed today’s most impactful marketing “superpowers,” and the implications of the changing advertising ecosystem. Everyone agreed that programmatic, although often associated with retargeting, can not be seen as one and the same phenomenon. Marta Lech Maciejewska pointed to the great strength of programmatic which is an optimization of spend throughout the entire purchase funnel, not only at the bottom.

(For Polish-speaking readers: check out the post-show video interviews with Marta Lech-Maciejewska, Country Manager, iBillboard and Łukasz Kapuśniak, Chief Big Data Officer at Cloud Technologies by clicking their respective names.)

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After a short break, the next presentation was from Cameran Harman, Head of Demand Sales EMEA at LiveRail, a publisher monetization platform owned by Facebook. Harman talked about the native mobile space, which benefits from the combination of two powers: the adaptability of native advertising, and constantly gaining importance of mobile. According to Harman, already 79 percent of advertising in the Audience Network (one of the three advertising systems operating within Facebook, alongside Atlas and LiveRail) is native. According to him, such advertising campaigns on Facebook reach up to 88 percent of users and are at least two times more effective than campaigns outside the channels of social media.

For more insights, check out the post-show video interview with Harman below.

Later in the day was Radek Górka, Head of Performance at Grupa Allegro, who shared the idea that the boundary between offline and online is slowly fading, and that new generations will begin to see the world as one ecosystem composed of multiple channels. In Poland, as many as 77 percent of persons under 25 are reachable online through various mobile devices while watching TV, compared to the UK, where the number is 74 percent. Allegro has invested in TV advertising which was inspired by its multi-channel strategy: many people, just after seeing a TV ad of Allegro, have apparently reached for their mobile devices and laptops to check the current offers from this e-commerce platform. The advertiser confirmed this by increasing clicks on display ads, increased searches and more direct website visits during the time during or just after the TV spots.

The power of CRM and new fields of personalization

The next digital marketing superhero, Gavin Wilson, CRO at Sociomantic, talked about the power of CRM, which according to Wilson enables effective identification of customers and their needs. While many digital marketers have pigeon-holed CRM to mean only email marketing, on-site personalization and business intelligence, Wilson argued that programmatically personalized advertising has opened up a new era for CRM, especially as it expands beyond display to other “addressable” channels such as mobile, video or even digital-out-of-home. According to Wilson, the next stage of CRM is segmentation down to the single person level.

The final presenters of the day were Piotr Jaś, General Manager CEE at BlaBlaCar, and Bartosz Gąsiorowski, Digital Manager of Żywiec Group. The pair agreed that to succeed in digital business, you always need to have a good idea, based on a solid foundation and fully thought-out premises. This is important for both for sustaining a new brand (BlaBlaCar) as well as for building closer relations with existing consumers (Żywiec Group). Regardless of the development stage of your brand, you should never rest on your on laurels. Bartosz Gąsiorowski admitted that the beer brand Żywiec, though it was a leader in the premium segment of beers in Poland, has not met all its objectives—it did not yet become the favorite beer of Poles. Therefore, a huge success was advertising campaign Żywiec – The Verse, which was successful thanks to personalization (and perhaps also in a small share for its not to Barack Obama, who provided the inspiration for the video). For Polish-speaking readers, you can see insights from Piotr Jaś in the post-show video interview.

Talented and knowledgeable speakers and panelists  were not the only thing on offer at #dmh2015. The stage of the event was also graced by singular music heroes RYSY, the new phenomenon in the Polish electronic music scene, and dj Buszkers from U Know Me Records.

Want to see more? Check out the Facebook album.

Hope to see you next year!