Storyful, Blippar and Newbase have joined Criteo and the ANA as educator partners at the inaugural FOM Brand Lab North America in New York in Metropolitan West on Thursday 30 November.
The FOM Brand Lab is an advertiser-only education programme designed to help brands navigate the new media landscape, how to work better with their agencies and to understand what they need to do to ensure they have the right teams in place to create efficiency and the optimal results within their campaigns.
All of the subjects have been chosen by the advertisers and they include the following topics:
Finding meaning from noise: How to find opportunities and creative direction in social data listen like an anthropologist and create like an influencer – Storyful
In today’s media landscape nuance is as important as reach and marketers can capture big wins, or, suffer big setbacks if fail they fail to intelligently use the tools at their disposal to understand their audience and employ their visual language. This session will look at the challenges and opportunities of social data, how to think like anthropologists and how to generate creative that will build connections with their audience.
Omnishopping and the new purchase process: The implications for brands – Criteo
More than 10,000 shoppers from six countries have been interviewed to understand how they make product decisions and what forms of media are the biggest influence on this decision. This informative session will offer clear guidelines for brands on how to optimize their online presence and support sales in whatever channel the shopper chooses to engage.
The future of marketing with augmented reality – Blippar
Augmented Reality is changing the way we live, work, play, communicate and shop – with an estimated 600M AR enabled smartphones this year and a market worth $88bn by 2021 – a large proportion of this is advertising and commerce driven. This session will focus on how smart brands are using it today to tell their stories and share the future opportunities for brand marketers, which are coming into view in the next 18 months.
Unravelling the digital advertising supply chain – Newbase
This session looks at how marketers can navigate the new media landscape as they invest in campaigns and demand for transparency and accountability. He will focus on how change is needed and that independent consultancies will be the catalysts for this change because they only serve one master: their client.
Brand safety – ANA
How do marketers understand and get a grip on where their ads are being distributed in the digital eco-system and what content they are appearing next to. What checks and procedures can be put in place to ensure marketers know exactly where every dollar of their digital spend is heading.
Other subjects to be covered includ content – curating and distributing engaging content to the right audience at the right time; digital transformation – understanding the new media landscape and how to use it; data – how to understand and use date more effectively in marketing campaigns; media measurement – what metrics do marketers use to ensure they are achieving marketing effectiveness; the connected consumer – how to complete the consumer journey from mobile to OOH; creativity, video and mobile and how AI will revolutionise marketing campaigns in 2018.
Advertisers attending the event include L’Oreal; Puma; Estee Lauder; Coty; PepsiCo; Revlon; Mastercard; P&G; P&G; SAP; Yum Brands and NBA.
To be involved as a educator please contact Komla or Luke at firstname.lastname@example.org to discuss what remaining slots ou would like to be involved in.