PMI conference highlights
Having previously spoken at PerformanceIn events in London and Berlin over the past 12 months, our Affiliate Team Leader, Sean, joined forces with our Display Team Leader, Emma, to present a talk at this year’s Performance Marketing Insights Europe held in Amsterdam on 4th-5th July.
Our presentation, imaginatively titled Affiliate Marketing In A Post-Everything World, looked at the convergence of the core marketing channels and the integrated campaigns we currently find ourselves working on. We also took a look at potential changes we predict are coming for the channel that will affect affiliate managers, key publishers and customers alike. Our talk fell into the Affiliate Marketing & Lead Generation section of the agenda. Attendees also had the option of checking out talks from the Biddable Media and Debate & Discuss tracks and there was lots on offer to choose from. Having both of us attending the event meant we were able to cover a lot of ground and attend a lot of really interesting and thought-provoking presentations over the two days. Without further ado, please find our personal highlights from PMI Europe 2016!
Emma Blair (Display Team Leader): It was really great to see Display getting its share of the spotlight at PMI Europe this year and there were a number of interesting sessions with programmatic being a big talking point. Amit Kotecha’s talk, "Attribution in Display Advertising – Credit where Credit is Due", gave an honest and refreshing view on the challenges of measuring the value of display advertising that I could absolutely relate to – it’s a powerful channel but proving it can be tricky! His talk presented new ways of thinking about the relationships between prospecting and retargeting and brand and direct response that have provided new metrics for us to consider when analysing our campaigns.
Sean Mahon (Affiliate Team Leader): I think Geno Prussakov’s "The Lowdown on Re-Engaging Your Dormant Affiliates" talk on Day 1 was a really helpful and practical insight on affiliate programme management that was applicable to novices and grizzled veterans alike. I’m a big fan of practical guides like this and would definitely recommend checking out the slides on Slideshare when they’re published.
Key predications in our channels
EB: The idea of ‘personalised marketing’ continues to be a big conversation in the digital space but I think there’s a real opportunity for display advertising to truly execute this by serving ads that are genuinely useful to users online. Let’s take retargeting for example. Rather than simply being retargeted with an ad for a pair of shoes I’ve shown an interest in, it would be clever (and helpful) if I was shown a retargeting ad that let me know when they were back in stock or an ad that let me add them to my wish list or shopping basket without me having to leave the site I’m on.
SM: New customer acquisition and how we reward (or don’t reward) affiliates for facilitating this through the channel seemed like the hot topic at this year’s PMI conference. Chris Johnson chaired a spirited discussion on the current 0% commission for existing customers trend that is currently blighting our industry on Day 1. My hope off the back of this and other discussions that have been happening is that we see the major networks and/or the IAB put some kind of framework in place to govern this kind of thing.
Overall impression of PMI Europe
EB: Having a presence at PMI Europe resulted in great exposure for Sean and I and Equator as an agency. We were able to meet and mingle with new contacts from global media publishers and tech providers which opens up new opportunities for us in terms of improving our marketing campaigns which will ultimately have a positive impact on our clients’ performance. Being able to speak in front of an audience of industry professionals also validates Equator’s position as a leader in digital marketing. The objective of our talk was always to present fresh ideas and get people thinking and judging by the volume of questions and conversation we received at the end of our session, it worked!
SM: It was great to be afforded the opportunity to speak at PMI again and I thoroughly enjoyed my time at the conference. The Hotel Okura was a fantastic venue and the staff really looked after us well. As with every PMI I’ve attended in the past, I wish I could have crammed more talks in, visited more stands etc. but hopefully I’ll be able to make the UK version of the conference in London in October and catch up with some folk again. With regards to getting an insight into how our European neighbours operate within the digital space, I think PMI Europe offers an unparalleled platform to share opinions and ideas as well as develop new relationships and business opportunities.