Watch the ‘Programmatic 101’ panel discussion from the event below:
With Advertising Week Europe wrapping up for another year, we look at the top trends of the 2015 event, with mobile dominating conversations and the unlikely pairing of Martin Sorell and Katie Price drawing the crowds.
The annual event for the ad industry attracted a range of high profile industry members and celebrities, including Salma Hayek, Katie Price and Jeremy Paxman.
Meanwhile, Hotwire monitored mentions of AdWeek using the official hashtag #AWEurope and found:
• Over 25,000 tweets were sent, with YouTube and Facebook hitting the top spots for most talked about brands online over the course of the week
• Martin Sorrell received the most tweets out of any speaker, following his talk on the advertising industry and the need for better reporting when he also defended the WPP long term share scheme
• Katie Price received more tweets than Disney (257 vs. 140)
• Unsurprisingly, mobile was the top trend of the week, receiving around 10% of all tweets during the event
• Data was the second biggest trend on social as marketers are becoming more aware of the need for harnessing the correct data, if they are to drive effective marketing campaigns
Caroline Higgins, Associate Director, Hotwire, says: “People recognise strong brand images and this year’s Ad Week Europe showed that celebrity captivates the crowd. Even in a room full of the industry’s brightest talent, it is the celebrity speakers who receive the loudest twitter applause. This demonstrates that while the industry is becoming smarter and more pinpointed in its ability to reach the individual, we must not lose sight of the fact that brand is the strongest asset you have to carry above the noise.”
“With mobile emerging as the hottest topic at the trade show, it was interesting to see that the potential for targeting on this channel is being firmly embraced, and it will quickly take agencies into entirely new territory. These new revenue streams are truly exciting, but also terrifying. In order for brands to fully harness the power of mobile, they will need to break open the channel marketing mould and use it to unlock information within all customer touchpoints.”
Guy Phillipson, CEO, IAB, discusses the relationship between media and new branded content strategies at Adweek Europe 2015.