Programme

The sustained growth of the digital industry unveils new opportunities but also challenges for markets around the world.

Dedicated to the representatives of the IABs worldwide, this full-day event facilitates the exchange of best-practices in Promoting, Proving, Protecting and Professionalising our digital industry.

Attendance by invitation only.

Moderator: Michael Nutley

Advertisers (Buy Side)

• Julien Gardès, The Rubicon Project

• Stephane Dupayage, 24/7 Real Media
• Guillermo Garcia, Microsoft Advertising

Advertisers (Buy Side)

• Peter Loell, Omnicom Media Group

Publishers (Sell Side)

• Julien Gardès, The Rubicon Project
  

Advertisers (Buy Side)

• Stephane Dupayage, 24/7 Real Media
• Simon Halstead, Microsoft Advertising
  

Publishers (Sell Side)

• Kristian Nielsen, Emediate
  

Moderated by Michael Nutley

• Why and How to create and maintain live digital-focused brand ecosystems (web & mobile digital assets, including social media, CRM and Single Sign On) and with them in the centre to run integrated multi-channel advertising campaigns. How to give a holistic value to all of your brand's digital assets throughout the multi-screen and multi platform reality of today's consumer.
• Relevant Case Studies  - Examples of Tradigital™ campaigns and Tradigital™ brands.
• Why is brand Sign on and Single Sign on the future of digital advertising and advertising?
• The impact of the Tradigital™ approach in agency’s structure, pricing model, efficiency and capabilities building, in client’s internal approach to advertising (Ex: joined client marketing, sales and IT departments at the table) and in the overall ROI generated by it.
• Romania's advantages as a potential European digital production hub.

Alain Heureux opens the conference and Daniel Knapp, Director Advertising Research, IHS Screen Digest, presents the key trends from IAB Europe's AdEx Benchmark Report 2012.

IAB Europe delivers the first steps of its toolkit for the converging digital and traditional media environment.

How to deliver effective marketing across multiple screens?
Find out from a recent case study.

In the world of the Internet of Things, advertisers will be able to reach the same individual through a multitude of devices, applications and appliances. In addition to introducing additional complexity in ensuring that a consistent personalised message will be given across all platforms, this multitude of two way channels will arguably increase the ability to provide even better personalisation with less personal data - for the entire value chain. Would it not be ideal, if audience measurement would work across screens? If frequency capping would reflect other devices users use? But can we follow users across screens? Will the current and prospective law stifle this important line of innovation? Join this panel to hear our expert panellists that shed light from different perspectives to the challenge and what the legal limits are.

The new proposal for updating the existing privacy framework will impact the internet. However, what some politcians sell as a proposal to merely “update” existing law is more than that: stricter rules that would:

• define all unique identifiers personal data, making all companies subject to law, even if they process harmless data and want never to identify an individual to be identified;
• explicit consent the rule for processing such unique identifiers – i.e. your company would in many cases need to get the explicit consent of a user
• prohibit activities that impact the behaviour of users –is not advertising all about this?

IAB Europe is addressing responsibly this regulatory challenge and supports moderate approaches that would strike a balance between users’ privacy and businesses’ interests: the German pseudonymisation concept might be the right way forward. Join our experts on this panel that engage at the highest political level in Brussels to be updated, see how they face the challenge & ask them your questions!

Self-regulation for Online Behavioural Advertising (OBA) and future of targeting IAB Europe and the entire ecosystem has committed to a ground-breaking self-regulation project for OBA. This programme has been supported by the European Commission and is currently rolled out across Europe, with the support of a newly created body, European Interactive and Digital Advertising Alliance (EDAA). Join this panel with experts to hear what the status is, how your company can participate in the programme and how the panellists see the challenges for the future of targeting.

• 150,000 Tweets in 8 hours: Volkswagen “Polo” advergame in Spain
  
  Gorka Lozano
  
  
• Richard Branson becomes a banker:  The launch of Virgin Money
  
  Jess Burley
  
  
• Magnum icecream (Unilever) social media campaign
  
  Gamze Gürbüzatik
  

If we compare the tools and the strengths of the most successful digital entrepreneurs in the world today, most of them come from the United States. Europe also has great potential to create a successful model for innovation and entrepreneurship. To achieve success we must focus on building on the ingredients of scale, growing talent and fully harnessing the value of public-private partnerships. 

Commitment to and investment in young talent will spur the creation of a new wave of digital business in Europe. But, at the same time, we must also push Europe to transform businesses through digitalisation – that is transforming non- digital businesses using technology so that they can maximise their expansion and market potential. If we push forward on both these fronts Europe will be able to compete and win on the global stage. 

So, what are the ingredients that will help transform businesses? What low hanging fruit is available to organisations that will propel them towards better and more efficient operations? How can digital technology super-charge growth, transform companies and give them a competitive edge?

All these questions and more will be tackled in this deep-dive panel on innovation and how to enrich your business with the latest technologies.

• NIKE Fuel Station
  In January 2012, Nike announced a new product – the Nike+ FuelBand– which aims to turn users lives into sport. In order to promote the product which wasn’t available to buy yet, we created the NikeFuel Station Installation at Boxpark. Boxpark is a pop up shopping mall in the heart of trendy Shoreditch, East London, for the next five years. It is entirely made out of shipping containers with a unique mix of different fashion and lifestyle brands, galleries and cafés.
  A Microsoft Kinect hack allows consumers to immerse themselves in an installation that creates a 3D particle mirror of their body and offers an innovative balance of digital interactivity with physical human experience. The more you move the more your body turns from red to green.
  
  Masaya Nakade
  
  
• IKEA Tidafors
  In the Home Showroom Campaign, IKEA joined forces with ordinary people selling their homes. We used their private real-estate ads to launch IKEA’s new sofa TIDAFORS. In return, the sellers got plenty of IKEA’s advertising space for free. A huge success for both parts.
  
  Kristian Kristiansen

• Kruidvat

          Monique Feitsma

Complimentary cocktails and a boat tour of the city and route to the Awards ceremony and Gala dinner.
Boats will leave from the Barcelona World Race Museum in front of the W Hotel.
Departures: 19:15, 19:30, 19:45.

Venue: Museu Maritim

Venue: Museu Maritim

Where is Europe heading with privacy?
Seán Kelly MEP will discuss the real impact of political decisions on European business - and the role of Brussels; the importance of representation at EU level - why we need a voice of the online industry and where is the privacy debate currently - and where it will go?