Automotive Seminar

-

(Registration 08:30 - 09:00)

IAB UK Events and Training Space, 14 Macklin Street, London, WC2B 5NF

Ticket Types

IAB Member:

Get discounted tickets to events and training

FREE

IAB Agency:

You get free event access and discounted training rates

FREE

IAB Advertiser:

Enjoy free event access and discounted training rates

FREE

Non-member:

Full price tickets to events and training

£120.00 + VAT

Not a member yet?

From events to training to research, find out what becoming part of the IAB means for you and your team.

Become a Member

Event Overview

When it comes to automotive, researching the product plays a huge part in the purchase process, so with the right tools, marketers can grab their audiences’ attention at the right time. As the digital world grows with Influencers, DOOH, Mixed Reality and more coming into play and consumers researching on more and more screens, how can brands stand out?

Buying high priced items online is becoming a regular occurrence, so it is important for the automotive industry to keep up to date with all the possibilities that are out there. At our Automotive Seminar, specialists in the industry will be talking you through the best ways to target the right audience online for the automotive sector.

This event is perfect for...

  • All levels of delegate
  • Anybody interested in the automotive sector

Agenda

9:00
Welcome & introduction

9:10
‘Known unknowns’: How brands can plan for the unpredictability of car buying

For most people car buying is hard, a complicated set of jobs to be completed rather than an easy journey. What they do is unpredictable and 42% say they might just quit all together - understanding more about them is more important than ever.
Why do people start? What jobs do they do? What’s important? How do they choose where to buy, and how can brands influence that decision? And how do we measure success?

Marc Palmer, Director, Manufacturer & Agency, Auto Trader

9:30
Digital data and machine learning helps improve the efficiency of TV ad delivery and demonstrate its impact on foot traffic

Toyota know that big beautiful brand TV ads shift the needle against their brand metrics. Even boosting site traffic.
But as consumer behaviour changes and foot traffic to dealerships becomes key, what impact does it have on forecourt visits? 
In this connected world where digital data and location led insight help us understand more and more about real world behaviour, can location data help ensure car brands reach the right people and also understand its true effect.
In this session we will explain our award winning approach and dig into the results of this campaign.

George Dixon, Head of Product & Strategy , Mobsta

9:50
State of the Alternative Fuel Vehicles Market 2020 Study Results

After the successful 2019 study, Encore’s 2020 study identifies the latest consumer opinion towards Electric Vehicles and Hybrids and the key barriers to going mass market.
 
Aimed at helping you form media plans, identify the right target audience and identify crucial gaps in consumer knowledge, this study takes the unique step of showing how opinion differs between types of car buyers, demographic and individual car needs to truly understand what is needed fully replace traditional fuel types.

Russell Kearney, Head of Automotive, Encore

10:10
Coffee break

10:30
Automotivation: Digital Storytelling for the Car Industry

Discover how car brands can use advertising technology to target consumers with personalized, data-driven messaging. We’ll be looking at how technology can take product and consumer information to create the right message for the right user; how ads can change and adapt depending on how the user interacts with them, leading to advanced and sophisticated storytelling. We’ll also be stepping into the future to examine new tech, such as 5G, Driverless cars, AR, etc. and seeing its impact on advertising in the coming years.

Lucia Mastromauro, VP of Global Agency Development and Western Europe Sales, Adform

10:50
Data Driven Motoring - the future view of automotive partnership marketing

Optimus and Kwik Fit have been working together for over 6 years in a partnership that has seen both brands grow steadily. KwikFit are active in all digital channels, with an active affiliate programme (managed by Optimus) established in 2014 and having grown to delivering in excess of £10m in annual sales.

Smita Pillai, Senior Customer Success Manager, Impact & Bruce Clayton, Co-Founder/Director, Optimus Performance Marketing, Speaking on behalf of Kwik Fit

11:10
Content that Connects: How Understanding Content Can Fuel Growth

Discussion on how automotive brands can use AI, psychology, and semantic content analysis to personalise the ways in which they communicate with their audiences, and the opportunities that increased personalisation may present marketers in the future. Innovation and creativity for modern, future-facing car brands is entirely about the customer experience, with all product development and marketing aimed here. 
 
It’s a shift for an industry that has been entirely product-centric, and still is, for as long as cars have been around but brands can begin curating a personalised experience for their customers - even through their most fundamental marketing and advertising.

Jergan Callebaut, Head of Psychology & Emma Cottenham, Software Engineer, Datasine

11:30
Q&A for speakers

11:50
Close and Finish

Our Speakers

Marc Palmer Headshot
Marc Palmer
Director, Manufacturer & Agency, Auto Trader
Marc Palmer Headshot
Marc Palmer
Director, Manufacturer & Agency, Auto Trader
Smita Pillai Headshot
Smita Pillai
Senior Customer Success Manager, Impact
Smita Pillai Headshot
Smita Pillai
Senior Customer Success Manager, Impact
Bruce Clayton Headshot
Bruce Clayton
Co-Founder/Director, Optimus Performance Marketing, Speaking on behalf of Kwik Fit
Bruce Clayton Headshot
Bruce Clayton
Co-Founder/Director, Optimus Performance Marketing, Speaking on behalf of Kwik Fit
Emma Cottenham
Emma Cottenham
Software Engineer, Datasine
Emma Cottenham
Emma Cottenham
Software Engineer, Datasine
Jergan Callebaut Headshot
Jergan Callebaut
Head of Psychology, Datasine
Jergan Callebaut Headshot
Jergan Callebaut
Head of Psychology, Datasine
George Dixon Headshot
George Dixon
Head of Product & Strategy, Mobsta
George Dixon Headshot
George Dixon
Head of Product & Strategy, Mobsta
Russell Kearney Headshot
Russell Kearney
Head of Automotive, Encore
Russell Kearney Headshot
Russell Kearney
Head of Automotive, Encore
Lucia Mastromauro
Lucia Mastromauro
Adform, VP for Global Partnerships
Lucia Mastromauro
Lucia Mastromauro
Adform, VP for Global Partnerships

Lucia Mastromauro is an ad tech veteran, currently serving Adform as VP for Global Partnerships. Prior to Adform, she worked as MD Advertising at video game developer King. Lucia has extensive experience as Head of Sales, Account Management and Network Agencies at Google's DoubleClick, and was the Interactive Marketing Manager at eBay

Our events and training are CPD accredited

Continued professional development logo

This seminar is worth 2 credits towards your continued professional development

The sponsor

Autotrader

Looking to boost your skills?

Take your pick from over 40 events, workshops and training courses across the year.