Event

Ad Age recently revealed that in today’s consumer market 41% of digital advertising impressions in the retail sector  are now generated by intelligent automation, engaging with consumers at the right time with the right offering through the right touch point. With more channels and touch points than ever before, targeting the right individual at the right time has the potential to revolutionise digital marketing.

Given that 89% of companies expect to compete primarily on the basis of customer experience by 2016 (Gartner), the ability to interact with consumers on a one-to-one basis is a powerful competitive weapon – so why aren’t we seeing more investment in bringing this in-house?

This year investment in automated digital advertising and real-time media bidding in the UK has totalled £1.8 billion – a 66.2% increase on investment last year (eMarketer). This figure accounts for 59% of the UK’s digital advertising market, but only 15% of this automated spend is coming from in-house (Index Exchange). This means that 85% of the UK’s £1.8 billion automation investment is still going through third parties, even though intermediaries in this sphere have been notoriously opaque when it comes to profit margins, and known for fraudulent traffic scams (The Wall Street Journal).

In the second half of 2015, according to the International Advertising Bureau (IAB) and Media Ratings Council’s, less than 50% of all UK adverts will meet their pre-requisite standard to be considered “viewed.” With over half the adverts produced not reaching an audience at scale, this investment could be much better aligned. Optimising digital spend to engage with customers based upon their current needs, surroundings, and behaviours provides a heightened engagement strategy with the power to drive competitive advantage.

So why aren’t we bringing automation in house, optimising investment and engaging with customers in a more meaningful way?

How can we invest smarter, and regain control over automated media usage to protect it from abuse?

This is at the heart of the inaugural OneSquared Club discussion, bringing together a hand-selected group of innovative media and marketing professionals for a collaborative round-table discussion. We’ll be sharing our ideas and experiences in an attempt to address the following questions:

• How can we optimise digital spend to ensure more one-to-one customer interactions?
• How can we better invest in marketing and media to drive competitive advantage in the retail sector?
• How can we ensure that we stay relevant with our digital marketing strategies, whilst minimising wasted investment?
• How can we harness technology and maintain a creative edge without one compromising the other?
• What is best practice for harnessing insight to ensure meaningful engagement across touch points?

About the Event

Join the OneSquared Club on 10th November at the Haymarket Hotel, one of London’s most elegant private dining locations (and a mere two minute walk from Piccadilly Circus). The evening starts at 6:30pm with half an hour of networking drinks before we move through to the private dining room at 7pm. This is where we are hosting our round-table discussion over a five star, three course dinner.

Agenda

Register Now

Given the relevancy of the topic and the high demand for places, we anticipate the dinner will fill quickly. It is therefore advised to register your attendance using the form below as early as possible to avoid disappointment.