DAY 2
11:50 - 12:30 SPLIT STREAM MASTERCLASS
REAL-TIME BIDDING: HOW DOES VIDEO RTB DIFFER FROM DISPLAY RTB?
BRIAN FITZPATRICK,
APAP.TV | @fitzbr
The last 18 months have seen a revolution in how display media is traded online. Real-time bidding is now having an impact on the video world as well and, in an industry where demand is high and supply low, price is being dictated by how much competition there is for inventory rather than fixing a price.
As more and more people fast forward through ads on TV, sophisticated campaign tracking of view-through rates, the ability to overlay audience targeting and the flexibility of shifting budget in real-time is attracting more and more brand advertisers. Find out why in this fascinating workshop.
KEY TAKEAWAYS:
• Learn about the ‘TV-isation’ of online video
• Discover why apps are becoming the new TV, and why we are witnessing an audience shift as viewers become gamers
• Understand which video metrics deliver the highest success, as well as how to manage and optimise campaigns in real-time
Brian is charged with leading the growth of agency, ad network and publisher partnerships as well as the management of operations across all European markets. Most recently, Fitzpatrick was managing director for Europe for The MIG (Media Innovation Group), a WPP Digital company, where he oversaw the enterprise from start-up to one of the industry’s most successful agency technology businesses.
Quick Q&A:
Q. The professional achievement you are most proud of? A. Building the UK’s largest agency technology business, the MIG, in 2010
Q. How you got started in digital/social media… A. I was asked to attend an interview with Nick Lawson from Mediacom in 1997, that’s where things started.
Q. Your one guilty pleasure? A. American Idol, I know… the shame!
LOCATION: TAMBLING
58
www.istrategyconference.com
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