Talk. Demystifying Paid Media & Providing a No-Nonsense Approach to Your Strategies
📢 Travis Eyles, Head of Paid Media at Propellernet

Paid Media is full of acronyms, abbreviations, and closed language. Whether you’re an experienced paid media consultant or an in-house marketing manager, Paid Media offers an abundance of barriers to entry.

Travis’ talk has the ambition of demystifying what has become an overly complicated to empower our peers to talk about their paid media activity with confidence. He’ll discuss the evolution of multi-billion industry digital advertising is today and offer his recommendation for approaching your paid media strategy.

Once comfortable with that, he’ll share his view on what’s next for the industry, setting up the event nicely for the remaining talks to follow.

Key Delegate Takeaways:

1. 1. You’ll understand how Paid Media has grown into the industry it’s become today.
   2. You’ll be given an acronym/abbreviation free overview of how to approach your paid media strategies.
   3. Finally, you’ll receive an understanding of what is next for the Paid Media industry and what you need to be mindful of in the future.

Talk. Making Performance Max Work for Your Business Goals
📢 Anna Simpson, Head of Paid Media & Operations at Cedarwood Digital

Performance Max (PMax) campaigns bring automation to the forefront of paid media, promising efficiency and broad reach across all Google networks. However, many marketers struggle to see the direct impact on their unique business goals, finding PMax’s “black box” approach difficult to control.

This talk breaks down the complexities of Performance Max, offering an actionable framework to help in-house marketers and paid media professionals align these campaigns with clear business objectives. The focus is on practical strategies that empower teams to guide PMax’s automated learning toward outcomes that matter.

We’ll cover how to structure campaigns, optimise assets, and set metrics that map directly to your business priorities, giving you the tools to make PMax work for your brand’s specific path.

Once we’ve covered how to align Performance Max with today’s goals, we’ll explore what’s next for automation in paid media and how to prepare for Google’s evolving advertising ecosystem, setting the stage for a more strategic and impactful use of PMax.

Key Delegate Takeaways:

1. 1. Gain a straightforward, no-nonsense understanding of Performance Max and how it operates across Google’s ecosystem.
   2. Understand how to set up Performance Max campaigns that align closely with specific business objectives, ensuring automation supports your unique goals.
   3. Learn actionable techniques for optimising campaign structure, assets, and targeting to guide PMax’s automation toward meaningful results, from driving revenue to increasing brand visibility.

Talk. How a Media Mix Model Can Prove and Improve your Paid Media Performance
📢 Sam Cooper, Paid Media Consultant at Impression

Using real examples, Sam’s talk will explore what a Media Mix Model actually outputs, what insights you can derive from these outputs, and how they can inform short- and long-term strategic planning as well as drive your paid media performance.

You’ll learn how MMMs work without going into too much deep technical detail. The focus will squarely be on the actionable value of an MMM for marketing and finance teams, and why undertaking one is an important consideration for your business in the near future.

We’ll close things off with a quick look at why some of the AI-led MMM solutions on the market might not be the ideal pick, and why it’s really important to have a transparent, explicable model with statistical integrity.

Key Delegate Takeaways:

1. 1. Understand the fundamentals of how an MMM works, and what it can give you.
   2. See how a model can inform media strategy and lead directly to marketing actions that improve performance, with examples.
   3. Get a sense of the importance of undertaking this kind of work properly, and whether it’s the right choice for you/your client.

Talk. Mastering Persuasion: Unlocking Consumer Behavior for Smarter Marketing
📢 Claire Stanley-Manock, Chief Strategy Officer at Connective3

With creative being responsible for over 50% of your campaign’s performance, this talk will look how you can harness creative further to enhance your business performance.

We will set the scene with the changes in consumer behaviour, and how we are shopping as customers in 2024. We will then take a look at the power of creative, different creative formats and how we can harness different messages and visuals to become the brand of choice for your consumers. It will then look at actionable insights that you can implement in your digital marketing today to drive growth.

Key Delegate Takeaways:

1. 1. Understand how the customer journey has changed and the impact of this on your business.
   2. Learn how creative has changed and the importance of visuals and messaging in your campaigns.
   3. Learn about the different social biases and how their impact differs across industries.

 

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