Maximising Digital Advertising Workshop November 2018


In 2017 the digital advertising market reached a whopping £11.55bn. This is testament to the fact it delivers results from both a brand building and direct response perspective. However, because there are so many options when it comes to using digital as part of, we know that it can sometimes be difficult to know where to start. This workshop aims to look at the specific ways to get the most out of digital so you can cherry pick the bits that are right for you and your business. Perfect for people with up to 5 years’ experience working in digital who are keen to learn more and go back to the office with tips, hints, and actionable insights.

IAB UK Events and Training Space, 14 Macklin Street, London, WC2B 5NF
IAB Members: £189.00 + VAT
Agency: £189.00 + VAT
Advertiser: £189.00 + VAT
IAB Non-members: £289.00 + VAT
Maximising Digital Advertising Workshop November 2018


Housekeeping and Introduction
12:00pm - 12:15pm

Being creative with digital advertising
12:15pm - 1:00pm

This session will cover how to make the most of all of the creative possibilities that digital offers – with a focus on mobile, and video, creativity.
Creative considerations, and best practice, will be explored with a focus on the key ingredients needed for creative success. Whether you’re a publisher with digital formats or an advertiser running digital campaigns you’ll come away with practical tips and hints to make your ads look amazing.

1:00pm - 1:45pm

The branded content opportunity
1:45pm - 2:30pm

Branded content presented a huge opportunity for brands to connect with their audiences in authentic, and engaging, ways. Whether that’s through written or video content. This session will explore what key considerations for creating successful branded content strategies – including brief writing, picking your partners, and measuring success. It will also touch on the legislation you need to know when it comes to labeling advertiser funded content so you’ll be able to rest easy that you are doing everything you can to adhere to advertising rules and regulations.

The native advertising opportunity
2:30pm - 3:15pm

Branded content and native advertising often get talked about in the same breath. It’s true, they work together very well – however native advertising is the distribution of content NOT the content itself. There are lots of different types of native advertising so this session will explain what they all are, and how / when they should be used. Best practice in term of creative will be shared, as well how to measure the impact of your native advertising campaigns.

3:15pm - 3:30pm

How to use data effectively (measurement & attribution)
3:30pm - 4:15pm

The amount of data available in today’s digital advertising can sometimes, quite frankly, be overwhelming. With so many data points available, and different ways to measure any one campaign, how do you know what’s best for your business? This session will focus on practical approaches to measurement and attribution – looking at, based on your campaign objectives, the KPI’s you should be focusing one and some of the technical solutions out there to help.

The digital out of home opportunity
4:15pm - 5:00pm

Out of home has been going through a digital revolution over the past couple of years. The combination of data, creativity, and high impact formats means it’s a great way to reach people on the move. This session will look at the evolution of digital out of home and how todays marketers are using it alongside their other marketing channels. Expect to learn about creative best practice as well as how to use data to inform both the planning and buying of out of home campaigns.


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