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SHAPING THE FUTURE OF MEDIA AND DIGITAL ADVERTISING


Information technology company Accenture is hosting a half-day of sessions in the Showcase Theatre today that will address a wide range of hot industry topics – from data-driven advertising to AI-powered creativity. The company is also appearing on the exhibition fl oor ., ., where it is showcasing some of its leading solutions, such as the Accenture ultimedia Advertising Platform AAP  which automates the advertising processes for any type of media in any environment and activates multiple automated sales channels – and Accenture ong, which creates sophisticated visual effects for some of the top streaming platforms. Andrew alker, Accentures lobal ommunications and edia Industry ead, indicates that the company is delighted to be returning to IBC after the Covid-related hiatus: “IBC is an industry forum where we get lots of value out of spending time with clients and connecting with industry peers. In addition, the half-day conference in the Showcase Theatre includes multiple sessions around technologies shaping the future of media and digital video, data-driven ad strategies, cloud and AI- powered business models and creativity in the cloud.” There will be three primary themes to Accentures howcase Theatre sessions the evolution of video players; the reinvention of ad sales; and the creation of visual effects for premium streaming services. In the fi rst, speakers will look at how video players are migrating to a platform-based business model using Accenture Video Solution as an opportunity for growth and innovation, and even moving beyond video to own the digital home”.


REINVENTING AD SALES The second strand will explore how media companies are reinventing ad sales by leveraging Accentures ultimedia Advertising Platform as tech giants overtake legacy media brands in global digital ad revenues. inally, there will be a focus on Accentures work creating visual effects for acclaimed series such as Stranger Things and Lost in Space. peakers include Tim ell, ice President of


Future Friendly Technology Services at Telus; ino alassi, anaging irector, Accenture lobos hief Technology ffi cer aymundo arros ky ermany P and hief perating ffi cer ana ilip-randall and Ps ice President, edia xperience ead ust ut. These are all maor topics, but picking


Andrew Walker, Global Communications and Media Industry Lead, Accenture


up on one of these – the evolution of new approaches to global digital advertising – alker says Todays ad leaders are looking for ways to become more effi cient and even outsource some of their transactional capabilities such as tracking, creative management and tagging. oing this enables them to focus in-house investments and resources on high-value activities such as pricing, planning and inventory management.


AI IN DIGITAL ADVERTISING As might be expected, artifi cial intelligence is among the technologies set to play an ever-greater role in digital advertising. otes alker ome companies are even going further by not just focusing on gaining effi ciencies, but also improving the uality and accuracy of their processes by introducing cutting-edge technologies such as analytics, AI and augmented reality. ust think about the potential of allowing a customer to virtually try on products in an ad or see how an appliance or couch would look in their


home. This is powerful and can not only close a sale, but also attract more potential customers. hatever the technology, digital transformation is going to be key for future success in the digital ad industry.”


“Whatever the technology, digital transformation is going to be key for future success in the digital ad industry”


ut, as much as these changes are going to entail a continuing technological evolution, there will also be an impetus for advertisers to do some soul-searching. “Beyond looking at consolidation, advertisers must uncover what their strengths are and reinvent with a focus on achieving resilience, relevance and agility in an uncertain environment, concludes alker.


Accenture is hosting sessions in the Showcase Theatre (12.F102) from 14:30-17:45 today. These sessions are free to attend and no registration is required.


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