Business of Digital: Blinded by Content
IAB Canada – Business of Digital – Blinded by Content
In the new world of brand-building customer acquisition costs are the new rent and story-telling is known to significantly lower the bills. When all roads lead to content, how will brands cut through to maintain a meaningful relationship with their customers? How much is too much for a consumer to absorb?
Join us for the second IAB Canada Blinded by Content event to explore the evolution of native advertising, the reality of subscription-based content exchanges and the new rules of content creation and distribution.
|Time|| Agenda Items
|12:30pm – 1:00pm|| Registration
|1:00pm – 1:05pm|| Welcome & Introduction, IAB Canada
|1:05pm – 1:25pm||Decoding Cannes Calibre Content
Karen Howe, Cannes Advisory Board Member
|1:25pm – 1:55pm|| Defining Content – How has it changed and what are the new rules?
Tanner Kelly, Director of Business Development- Canada, Jungle Creations
|1:55pm – 2:25pm||Data-driven content delivery – dynamic creative ad insertions, using technology to deliver relevancy to the right audiences at the right time. – Panel Discussion
Moderator: Raven Opatovsky, Agency Lead – Omnicom Group, Snapchat
Hilary Bryce, Product Specialist, Pressboard Media
Perry Di Iorio, Senior Account Director, NewBase
Ian Hewetson,VP Sales Torstar, GM, Eyereturn
|2:25pm – 2:35pm|| BREAK
|2:35pm – 3:05pm|| The Power of Publishing – a discussion around powerful partnerships and the edge they can give advertisers
Sean Stanleigh,Head of Globe Content Studio,The Globe and Mail
|3:05pm – 3:35pm|| How to see value from your branded content
Darrick Li, Senior Director, Sales, Comscore
A strong branded content strategy is an essential part of a marketer’s promotional mix. But how can you demonstrate a return on media investment from hard-to-measure TV, video, and social media and influencer content? In this talk, Comscore will discuss the current state of branded content, Canadian benchmarks, and new trends affecting marketers this year.
|3:35pm – 4:05pm|| Responsive Content Strategies – leveraging multiple channels to deliver powerful messages and tackling attribution -Fireside Chat
|4:05pm – 4:35pm|| The New Verticle – Innovation and Creativity Behind Cannabis Marketing
Aleya MacFayden, Director, Cannabis Vertical, PostMedia
|4:35pm – 4:30pm|| Closing Remarks, IAB Canada
|4:05pm – 4:35pm||Cocktails + Networking|
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