IAB Connect 2021
Purpose in a time of Change
2-4pm Thursday 15th April
One of the key predictions for 2021 as highlighted in our Digital Reboot Agency predictions webinar (January 27th) is the importance of Brand Purpose. Brand’s values and business/eco practices are now key determinants in the path to purchase, we will explore how Irish advertisers are addressing this in their digital ad messaging.
The pandemic has provided our digital advertising industry with a unique opportunity to review practices, celebrate successes and implement changes to build a healthy and sustainable Irish ecosystem.
2pm Welcome & Agenda
Suzanne McElligott, CEO IAB Ireland
Suzanne will talk about our theme: Purpose in a time of change, and will also share the topline results of the IAB Ireland PwC Online Adspend Study for 2020.
Focus on Brand purpose:
2.10 AIB – putting the Social back into Social Media
Cian Corbett, Digital and Innovation Marketing Manager, AIB
In the evolved age of digital and social media where platforms have evolved from networks to broadcasters it’s important to remember the true gift of social – connection. AIB’s social content output aims to create that valuable connection by bringing our purpose to life through value adding content that educates, empowers and inspires our online community. Cian will detail these connection opportunities by showcasing some of AIB’s Sustainability content examples from the past 12 months.
2.25 The future of business equality
Aisling Blake, Director Global Business Group, Facebook
Aisling will share Facebook’s resources to assist advertisers communicate their commitment to sustainability and D&I. She will also share how Diversity & Inclusion is a core value for Facebook and its positive impact as a business strategy.
2.45 From Black Square to Commercial Imperative
Christopher Kenna, CEO & Founder, Brand Advance
Brand Advance is a global diversity media network helping brands reach diverse demographics at scale. From social, to content, Brand Advance understands that the key to meaningful brand growth is diversity. Chris will share how to boost your brand, enabling you to see growth within demographics outside of the “mainstream”.
3.05 Panel: ‘The Gold Standard in Ireland’
The Gold Standard enables digital advertising buyers/ sellers & intermediaries to certify to a globally recognised set of standards. Hear our panellists share their positive experience of the Gold Standard in the UK market and its impact in growing trust and confidence in digital advertising.
Panel moderated by: Suzanne McElligott, CEO, IAB Ireland with panellists:
The evolution of technology in meeting customer needs
3.25 Immersive is the new normal
Monica Majumdar, Head of Strategy, Verizon UK
With the accelerated growth in time spent online, audiences are embracing more immersive experiences with brands. More adults now expect their digital experiences and interactions with brands online to be seamless, innovative and enhance their real world. Hear from Verizon Media on how today’s agile technology and innovations can help you adapt to these changes and engage with your audience in a more interactive, smart and effective way.
3.45 Understand postpandemic traveller’s preferences to Restart Tourism
Ruben López-Pulido, Director, Spanish Tourism Office
Andrés Mercader, Co-founder, Xeerpa
For travel brands in particular, the pandemic has completely disrupted their business model. Hear how the Spanish Tourism Board in Ireland, in partnership with Xeerpa has adapted to this much changed landscape to future proof their business. Ruben will share their targeted campaign to gather Buyer Persona analysis to help personalise marketing campaigns, and increase ROI as well as improving the customer experience.
4pm Thank you & Close