Is Digital Delivering?

Three of the top five advertisers in the world are asking for digital to change. Despite its ascent to become the dominant medium in most large media markets, we often continue to take an experimental approach to digital; not holding it to the same standards of transparency or accountability that we would other media.

The proliferation of audience reach and impact metrics has made digital not only the most measured medium, but also the least understood. Experimentation needs to continue, but advertisers are calling for greater accountability. 2017 will be the year that we as an industry re-think the way brands evaluate, use and invest in digital.

Join us on the morning of April 25th for new insights on digital’s coming of age as a medium. Our invited speakers represent the breadth of the digital marketing ecosystem from leading brand marketers, through to publishers and consumer insight experts. They will talk about the opportunities and challenges represented by a new a breed of digital consumer, what brands can do to maximize conversion with digital and how the right measurement tools and metrics can drive ROI.

Agenda

1. DIGITAL’S COMING OF AGE

1a. Digital communications learning curve by Michael McComb, Head of Brand, Prudential Asia-Pacific

1b. Digital's impact on marketing by Manoj Namboodiri, General Manager, Fonterra, HK & Macau

1c. Connecting with new age consumers by Louis Lao, Senior Research Manager, Kantar TNS, HK

1d. Why HK’s Gen Z is rejecting digital advertising by Mike Underhill, Group Director, Kantar Millward Brown, HK

2. SELLING WITH DIGITAL

2a. Neuroscience: Measuring subconscious reactions to optimize ads and measure instant brand meaning by Deepak Varma, Global Head of Neuroscience, Kantar Insights

2b. Pulling the right levers: managing your digital touchpoints to drive sales by Gabor Koska,Senior Client Service Director, Kantar TNS, HK

2c. Best practice e-commerce by Oceanne Zhang, Dir. Retail Insights and e-Commerce, Kantar Retail, China

3. HOLDING DIGITAL COMMS TO A HIGHER STANDARD

3a. Digital success in a sea of data: knowing what to use and what not to by Tin-tin Siapno, Head of Marketing Communications, Nestle Hong Kong

3b. Is Digital’s Impact Measurable? by Victor Cheng, Vice President, ComScore & Venus Szeto, Associate Dir, Media Solutions, Kantar Insights

3c. Is Playtime Over? by Ephraim Lam, Agency Partner, Greater China, Facebook

CLOSING REMARK