Agenda
| 10:00 AM - 10:05 AM | |||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| 10:05 AM - 10:15 AM | The conference will begin with an analyst who will set the scene, sharing updates on the changing media landscape. The context is that media and audience fragmentation has left viewers and media planners spoilt for choice. Linear TV viewership is shifting towards streamed content, whilst the rise of channels like retail media has granted marketers with new exciting investment opportunities, widening the options of where to allocate spend. For media planners who are subject to business demands for more scientific, effective decision-making, choosing the right path is no mean feat. With this in mind, this session will focus on the changing landscape and fast-growth areas so that you have the key information available to inform optimal media spending decisions. | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| 10:15 AM - 10:25 AM | In this session, we'll hear about what you can expect from the UK political landscape in the coming weeks and months and how political events are impacting the sector. | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| 10:25 AM - 10:45 AM | More information coming soon | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| 10:45 AM - 11:15 AM | In late 2023, the WFA and MediaSense reported that only 11% of major advertisers felt their agency model fits their future needs. Columnist Nick Manning subsequently wrote in The Media Leader that the role of media agencies is becoming less obvious as the path to purchase shifts, and as digital commerce takes centre stage. At the same time, media businesses are having to change the way they serve their audiences, adapting strategy, expanding digital operations, diversifying revenue sources, and looking beyond the UK to grow. All signs point to change, and there are plenty of questions that need answering: What kind of businesses do we need to build? What services do clients need - will there ever be a one size fits all solution again? Will advertisers be less dependent on media properties to build their businesses? In this panel, we'll discuss all of this and more, including the competitive advantage of media businesses based in the North, and how the region can continue to promote and showcase its superpowers. | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| 11:15 AM - 11:40 AM | |||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| 11:40 AM - 11:55 AM | In this case study session, you’ll hear from speakers who know how to breathe life into the heart of brands by combining media and creativity. We’ll explore subjects including whether the 'big idea' is still important, the emotional impact of ads on consumers and the different effectiveness levers that advertisers can pull. Expect to see an example of creative excellence in media planning. | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| 11:55 AM - 12:15 PM | |||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| 12:15 PM - 12:30 PM | How many of us really know what mental availability is? We know that great marketing builds mental availability, but how much do you as a brand have? How much do you need? How much do your competitors have? How do you go about getting more of it? In this session, you’ll find the answers to all these questions and more. Following thought-provoking new research by Clear Channel, we’ll take examples of mental availability and show that it’s more tangible than you may believe. You’ll discover just how easy this concept is to monitor, track and study, and how simple analysis can make for clever marketing. Whilst there will be no actual violence in this session, you’ll also learn that at the heart of it all is a fight for Category Entry Points. Sadly, choosing whether to fight or not isn’t an option, you’re already in the ring. The secret is to learn how to fight dirty, to win at all costs. Across the session, you'll find out how to land a knockout blow to ensure a win. Whether you’re a heavy-weight title holder looking to continue your reign or a fledging feather-weight looking for their first belt, this is an essential session for any would be fighter." | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| 12:30 PM - 1:00 PM | The fragmented media landscape challenges advertisers' ability to determine where ad budgets are spent most effectively. It comes at a time when CMOs are facing increased scrutiny to justify media investments as budgets are squeezed, with 75% of marketers actively seeking better ways to measure effectiveness. In this panel, we'll look at what is driving effectiveness today out of creative, reach, targeting, measurement, context, etc, and which factors are becoming more or less influential? What have we learned in the last three years about the effectiveness of different environments? What kinds of creative or format can drive optimal objectives? What impact can new attention measurement and creative effectiveness solutions have on media outcomes? What impact will cross-channel and cross-media measurement solutions have on spending decisions? We'll also review the new data signals and collaborations and AI magic that can improve planning, buying and measuring outcomes. | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| 1:00 PM - 2:00 PM | |||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| 2:00 PM - 2:20 PM | Over the past two decades, Oleh has collaborated with some of the biggest brands - Adidas, BBC, Chanel, Channel 4, Jo Malone, Mulberry, Nike, Pepsi, Shortlist and Sony and worked with a few Hollywood stars - David Beckham, Cara Delevingne and Lady Gaga. His photography has appeared in Vogue and i-D, and numerous exhibitions worldwide. In addition to his photography, he has directed several acclaimed commercials. Recently, Oleh ventured into film-directing with short thriller Edicius, backed by Hollywood star Idris Elba who praises Oleh as “one to watch”. | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| 2:20 PM - 2:45 PM | Leaders give 5 minute quickfire predictions on something that will change the course of the future of media. Expect visions for the future that reveal something that very few know about yet: something unique, exciting, and outside the box. | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| 2:45 PM - 3:15 PM | The AV landscape is changing. Linear viewership is declining, viewers are spoilt for choice, which is changing consumption habits and leading to an evolved ecosystem littered with acronyms and shiny new ways for marketers to invest their money. So how is this changing the media plan? In this panel, we will cover topics including the influx of SVOD suppliers, and how much incremental reach/frequency they deliver, plus whether advertisers see them as a special environment (e.g., offering zeitgeist/fandom related effectiveness halos) or just more streaming? We'll cover whether AVOD is filling reach gaps, and how we make it super-easy to find and buy for these audiences. We'll ask about the role of FAST for media planners, whether streaming TV used to find 'missing' broadcast audiences is just as effective, how much incremental audience new streaming services can contribute, and opportunities to minimise audience duplication. | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| 3:15 PM - 3:45 PM | |||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| 3:45 PM - 4:00 PM | For media planners who are subject to business demands for more scientific, effective decision-making, choosing the right path for your media investment is no mean feat. With this in mind, we have curated a session focused on the changing landscape and fast-growth areas so that you have the key information available to inform optimal media spending decisions. | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| 4:00 PM - 4:15 PM | More information coming soon | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| 4:15 PM - 4:30 PM | More information coming soon | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| 4:30 PM - 5:00 PM | Now a regular feature of The Future of Media series, we are bringing the hit media quiz show Who Wants to be a Media Leader to Manchester. Now in its fourth edition, six prominent leaders within the media industry will split into two teams to battle for the title of Who Wants To Be A Media Leader? Champions. Pitting sales leaders up against buyers from agencies and brands, this is the ultimate test of media memory and ad acumen. Each team is asked a series of particularly specific questions that require a deep and diverse career in the media industry to be able to answer. Including questions written by The Media Leader’s carefully crafted collective of industry experts, this is a quiz you won’t want to miss. | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||