Native Advertising Workshop


Native Advertising Workshop
Event on 2017-04-26 10:00:00
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 AdvertisingHistory and evolution IAB guidance and definitionsWhy Native? – Thinking about devices, audience demand and time, moments, Buying native advertising Coffee BreakSession 2 –  Native advertising – a media owners perspectiveTelling brand(ed) stories in a crowded media landscapePrinciples of audience engagement in differing media environmentsThe importance of storytellingChoosing the right media partnerPrinciples of creative content designWhat works and what doesn't workCase studiesGuest speakers: Hugo McCafferty, Native Editor & Mitchell O'Gorman, Campaign Manager, Independent News & MediaLunchSession 3 – Preparing an effective brief for a Native Ad campaign – encouraging collaboration between brand, agency & publisher"Telling brand(ed) stories in a connected worldWhere does native advertising sit within the marketing mixShort, medium and long term issuesWorking with creative agencies, media buyers and media ownersThe impact of native advertising on integrated campaign performance What works and what doesn't workCase studiesGuest speaker: tbcCoffee BreakSession 4 – The effectiveness of native advertisingMeasuring the effectiveness of native advertising over timeUsing data sources to inform your campaigns – understanding demand, activation, engagement, view throughCampaign optimisationThe role of attributionGuest speakers –  Final words  – Looking ahead and further afieldInnovation and future opportunitiesPerspectives from the rest of Europe and the USFeedback and Close

at Bewley's Hotel
Ballsbridge
Dublin, Ireland

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