Native Advertising Workshop with Steve Thompson

IAB Ireland Native Advertising Workshop

Wednesday 12th October, 2016

IAB Ireland invite you to a multi-disciplinary and practical workshop to creating, developing, executing and managing native advertising campaigns.

Taken from the perspectives of media partners and brand marketers, this workshop will give mid to senior marketing and media professionals the insight and practitioner advice on the use of native advertising for todays strategy in a digital world.

Cross platform Native Advertising adspend in Ireland at €45m was 33% of total digital display adspend for 2015 – and all indicators are that the use of Native is expected to show strong growth in the the coming years.

With dynamic Guest speakers from the media and brand marketing worlds, this course will give delegates views from “both sides of the fence” to help you maximise the use this growing discipline in digital marketing.

Facilitated by IAB Consultant, Steve Thompson, this workshop day is curated to give you the practical insight and guidance to help you revitalise your engagement practices with audiences.

AGENDA:
Welcome and Introductions
Session 1  – Development of Native Advertising
History and evolution
IAB guidance and definitions
Why Native? – Thinking about devices, audience demand and time, moments,
Buying native advertising

Coffee Break

Session 2 –  Native advertising – a media owners perspective
Telling brand(ed) stories in a crowded media landscape
Principles of audience engagement in differing media environments
The importance of storytelling
Choosing the right media partner
Principles of creative content design
What works and what doesn’t work
Case studies

Guest speakers: Hugo McCafferty, Native Editor & Mitchell O’Gorman, Campaign Manager, Independent News & Media

Lunch

Session 3 – Native advertising – a brand perspective

Telling brand(ed) stories in a connected world
Where does native advertising sit within the marketing mix
Short, medium and long term issues
Working with creative agencies, media buyers and media owners
The impact of native advertising on integrated campaign performance
What works and what doesn’t work
Case studies

Guest speaker: Adrian Acosta, Managing Director, Journal Media

Coffee Break

Session 4 – The effectiveness of native advertising

Measuring the effectiveness of native advertising over time
Using data sources to inform your campaigns – understanding demand, activation, engagement, view through
Campaign optimisation
The role of attribution

Guest speakers –  Dave Kirkpatrick and David Ahlstrom, Mindshare

Final words  – Looking ahead and further afield

Innovation and future opportunities
Perspectives from the rest of Europe and the US

Feedback and Close

Please email maeve@iabireland.ie if you have any queries.