Performance Marketing Insights: Europe 2016 has come to a close, marking two full days of actionable sessions and networking in Amsterdam’s Hotel Okura.
Each slide deck from the event will be available in the coming weeks on SlideShare and we’ve got plenty of interviews and analysis to chase that down. Until then, here are some of our highlights from day two at Europe’s leading performance marketing expo.
Broadcasting knowledge and addressing concerns
A popular feature on its debut this year, the Debate & Discuss track opened for the day graced by the wisdom of Acxiom’s Jed Mole, addressing the use of high-value intent data, and how marketers can target those who have declared interest in acquiring a product to justify its price tag.
Affilinet’s Helen Southgate was another key figure on this stage, weighing in on the impact ad-blocking has carried on the digital landscape. with reference to performance and affiliate marketing. To get an overview of her considerations, it’s something she’s spoken to us about before.
With programmatic display spend rising over 120% in Europe last year, it’s not surprising much of the agenda in Amsterdam has been scattered with the subject.
Putting heads together (or locking horns), a panel led by Nano Interactive’s Ben Hayward, featuring representatives from Mindshare, Verticly and Hotels.com discussed how the almost robotic process fits into the manual and relationship-based world of affiliate marketing.
Programmatic was also the theme of Sociomantic’s session, talking about the new “programmatic playground”: the environment - full of possibility - that this sector finds itself in as a result of advances in personalisation, data and mobile advertising.
In between this, PMI played host to two Boot Camps, where attendees could get stuck in to practical steps for “rocketing” their app marketing strategies on the behalf of Cheetah Mobile, and monitoring and analysing app performance to push it up the charts.
Meanwhile, Linkdex invited delegates for a lesson on building a framework for efficient data-driven marketing, that backs up your company’s wider advertising objectives.
An honourable mention goes to Axel Springer, Germany’s largest media house and a continental player, whose president of marketing & classified division, Dr Andreas Wiele, shared his experience of publisher monetisation in the event’s final keynote speech.
Wiele’s “Publisher’s Guide to Survival” addressed the array of challenges facing the publishing industry at present, and how many of its new leaders are disrupting the ecosystem they were born out of; a lesson sure to inspire not just those working within the publisher sector. We’ll be making a video of this this unmissable session available in the coming month.
The Live Blog has now been moored up, but you can still scroll through our session snapshots from the full two days, and your comments - as ever - are still welcome.