Nearly 100 eager ad tech junkies turned out in Surry Hills for the latest Sydney AdTech Meetup last night.
The increasingly popular event, run by director of demand APAC at SpotXchange Christopher Blok, and director of platform solutions at Lotame, Evgeny Popov, sees the curious ad tech minds from across the media, marketing and advertising world get together for a night of education, networking – and a few beers – courtesy of 33 Talent.
“We had a great turn out for Sydney’s seventh AdTech Meetup, with more than 60 attendees from agency, digital services, creative ad serving and freelance worlds coming together,” Blok said.
“Both presenters covered hot topics in the industry – viewability and mobile – sparking lively debate during question time. It’s great to see so many young, up-and-coming industry players getting involved in discussions at a peer-to-peer level, the kind you don’t typically get at larger industry events.”
Ori Gold, CEO and co-founder of Benchmarketing, a digital media buying and planning agency, was first to present on "Is post view analytics just smoke and mirrors?"
Gold tackled the prickly topic of viewability and attribution via either post-click or post-view conversion with look back windows. He broke the two down to help build understanding of the differences between the two. With viewability a hot topic at the present, this was heavily debated by many in question time.
Gold urged the group to place greater emphasis on attribution rather than rely on viewability standards that may only require 50% of an ad’s pixels to be in view for a minimum of one second in order to count as a measurement of campaign delivery.
Next up was Scott Ries, technical services director APAC, at Sizmek, who presented "The future of advertising: migrate to HTML5… or else".
This encompassed a presentation about leading with mobile rather than using desktop approaches on mobile screens. Ries pointed out that using banner ads on mobile devices is akin to "shoving yesterday's technology" on tomorrow's device.
He said mobile spend doesn’t come close to reflecting the amount of time consumers are spending on these devices.
Ries other messages included knowing your audience by screen, having creative which is built for the screen and using HTML5 to create adaptive designs. He also talked to the audience through the capabilities of HTML5 to build responsive design elements for use across all screens, as well as adapt to the bandwidth of the connection video executions are served on.
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