Necessity is the mother of invention. It may have taken twenty years but all signs indicate that we have finally arrived at a critical point of re-invention as marketers, as advertisers and importantly, as consumers.

The next years of digital media and its consumption will be shaped by a new generation of concepts that are designed primarily out of necessity. We are about to witness a whole new order unfold that will affect everything from who is advertising, the very definition of digital marketing and naturally, how it will be executed.

This year’s IAB Canada MIXX event will delve into our arrival at the full circle which includes an exploration of how consumers have conjured the explosion of direct to consumer brands, how advertisers have articulated needs that will most likely be addressed through blockchain and how the reshuffling of the eco-system will play out in years to come.

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MIXX Full Circle Agenda

Time                   Agenda Items

8:15am – 9:00am  Breakfast & Registration + Tradeshow

9:00am – 9:15am Opening Remarks, Sonia Carreno, President, IAB Canada

9:15am – 9:45am The State of the Digital Marketing & Commerce: Mega Trends for Today and Tomorrow

Geoff Ramsey, Chief Content Officer and Co-Founder, eMarketer

Digital consumers are everywhere, splitting their time and attention across a dizzying number of devices, channels and properties. The question is––How can a modern marketer keep up with and deliver engaging content to consumers when the paths to purchase are so fragmented and complex?

In this high-energy, information-packed session, be prepared to get the critical stats, insights and perspective you need in order to compete. Ramsey will provide a 30,000-foot view of ecommerce and mcommerce trends in Canada as well as cover where technology and related digital marketing strategies are headed over the next 12 – 24 months.

9:45am – 10:15am Science and Art: Creating a Clash in the Advertising Industry

Bertrand Cocallemen, Global Creative Director, Teads

Taking a holistic approach on creativity, AI, and how collective human intelligence is changing the world.

10:15am – 10:30am  BREAK
10:30am – 10:35am NABS Update

Jay Bertram, Executive Director, NABS

10:35am – 11:05am Transforming the Customer Experience

Joycelyn David, Digital Business Leader & Product Marketing Director, Western Union

Innovation has been a constant thread at Western Union in its 166-year history. While the company has changed, the world has changed, and the technology has certainly changed—that vision of innovation to connect people remains at the heart of who we are.

In this presentation Joycelyn David will share examples of how her team continues to transform customer experience through marketing innovation in response to rapidly changing and diverse Canadian customers’ expectations.

11:05am – 11:35am Repairing the Existing Trust Deficit — How to Make Privacy Work for You

Ann Cavoukian, Ph D., LL.D. (Hon), M.S.M., a distinguided Expert -in-Residence at the Privacy by Design Centre of Excellence, Ryerson University

11:35am – 12:05pm

Disrupting Brands By Going Direct

Mitch Joel, Founder, Six Pixels Group

We live in a culture of change. Most brands are overwhelmed by the massive shifts that they have to make to their business models. Disruption is everywhere. Direct to consumer brands are a new reality that will force businesses to rethink many of their commonly held beliefs about what works in business today, and what the future may look like. The new brands are direct to consumer brands… what kind of an impact does that have on consumer behaviour today?

12:05pm – 1:15pm LUNCH

1:15pm – 1:30pm  Welcome Back, Erin Bury, Managing Director, Eighty-Eight

1:30pm – 2:15pm Are we ready for Intelligent Virtual Humans?

This panel discussion will bring you up to date on the status of creating relatable virtual humans, how AI is personalizing the experience and what it takes to start creating!

Introductions: Dave Dexter, Director, Sheridan SIRT

Moderator: Nigel Newton,IAB Canada AR-VR Committee Chair

Andrew MacDonald, Creative Director, CREAM VR/AR
Morgan Young, CEO & Co-Founder, Quantum Capture
Dan Stopnicki, Founder & CIO, SEED Interactive
Mike Darmitz, Research Lead, Software Engineering, Sheridan SIRT

2:15pm – 2:45pm The Blockchain in action…a verified foundation for transparency in digital advertising.

Alanna Gombert, CSO at MetaX shares her vision and makes a clear case for how blockchain could very well be the next generation of digital advertising that the market demands.

2:45pm – 3:00pm  BREAK

3:00pm – 3:30pm Defining Journalism in an era of "Fake News" – Fireside Chat

Sean Stanleigh, Managing Editor, Globe Content Studio
Craig Silverman, Canadian Journalist and Media Editor, BuzzFeed

3:30pm – 4:00pm Reinventing the Modern Living Room

Raghu Kodige, COO, Alphonso, INC.

Given the evolution of the modern living room, with households watching video content on multiple devices at once, marketers and advertisers are forced to re-invent the way in which they tell their story to consumers. While linear TV is still alive and well, marketers are aware of the challenges of connecting with distracted TV viewers while on their second-screen devices such as smartphones and tablets.

Utilizing automatic content recognition (ACR) technology embedded into tens of millions of hardware and software products in Canada and the US — Alphonso understands what programming and advertisements people are watching on TV. This enables advertisers to retarget audiences on second-screen devices in real-time and allows for brands to extend their TV campaign to digital. Not only does this technology help ensure that advertisers are capturing an elusive audience, it is necessitated by a demand from marketers to find ways to reach audiences of non-ad-supported networks and OTT services.

4:00pm – 4:30pm The evolution of contextual targeting: Using brain data to get ad placement right 

Chris Herlihey, VP Research, UM & Shannon Austin, Sales Data Insights Manager, Oath Canada

Oath and Universal McCann (UM) partnered to get a deeper look at the advertising environment, specifically, the quality of content where an ad is served and the impact it has to the ad experience. We bring Canadian data to the forefront in this research and will highlight the dos and don’ts of ad adjacency, nuances including ad format, device type and language so marketers can better understand the new age of contextual placements.

4:30pm – 4:40pm  Closing Remarks

4:40pm – 6:00pm Cocktail Reception & Tradeshow 


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MIXX Canada is a Proud Supporter of NABS