THE FUTURE OF
ADVERTISING
9.25.17

DIE ZUKUNFT DER ARBEIT
BERLIN, DEUTSCHLAND
27.06.17

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HOW CAN WE HARNESS THE POWER OF
ADTECH TO BE MORE EFFECTIVE AND BUILD
BETTER RELATIONSHIPS?

DISKUTIEREN SIE MIT UNS

As sponsors of Advertising Week NYC, Adobe presents a special installment of Think Tank –Adobe’s groundbreaking forum for sharing revolutionary ideas. Think Tank at Advertising Week brings a group of top executives, thought leaders, and influencers in the advertising space together to discuss the Future of Advertising. Focusing on AdTech, the discussion explores the ways in which the working relationship between brands and agencies will change the evolution of advertising. What are the new opportunities allowing brands to amplify their message via emerging AdTech, such as IoT, VR/AR, and AI? How can marketers and advertisers best determine ROI and campaign effectiveness in an ever-changing digital landscape?

Am 27. Juni 2017 bringt Adobe erstmals sein renommiertes THINK TANK Format aus dem Silicon Valley nach Berlin. Die deutsche Hauptstadt wird zur dritten Station einer internationalen Debatte über die Zukunft der Arbeit.

In addition to the group session, street-level activations engage people throughout the conference. One-on-one video interviews in Adobe’s “Transparency Tank” dive even deeper into the Future of Advertising, and an immersive activation engages people with the AdTech of tomorrow.

Um 14 Uhr wollen wir die Erkenntnisse des Think Tanks mit unseren Teilnehmern live diskutieren.

Join in on the conversation on Twitter with the hashtag #AdobeTT.

Folgen Sie der spannenden Debatte um die Zukunft der Arbeit im Livestream auf Facebook oder YouTube und bringen Sie sich mit ein.

FOCUS TOPICS

KERNTHEMEN

We’ll explore these topics in depth as we discuss the Future of Advertising:

Im Think Tank denken wir zusammen mit renommierten Experten aus Wirtschaft und Wissenschaft die Konsequenzen der Digitalisierung aus drei verschiedenen Perspektiven weiter. Über allem steht dabei für uns die Frage: Welche Zukunft wünschen wir uns wirklich—und welcher Weg führt uns dorthin?

Automation
It’s estimated that over 70% of digital-video ad budgets, and over 80% of display ads, will be bought through automated channels this year. Once a controversial idea, buying automated, data-driven advertising has become mainstream. What are the implications of this shift? What is next on the horizon for automation?

PEOPLE
Was macht die menschliche Arbeit künftig im Kern aus? Welche Arbeitserfahrung bleibt untrennbar mit Menschen verbunden?

Transparency
Fraudulent traffic driven by botnets. Pre-rolls on extremist videos. Cloudy business models and a murky supply chain. Technology is advancing, and we don’t always have control of the reins. The advertising industry still struggles to answer the most basic question: Where are my ad dollars going? How do we gain control and effectively use the wide array of new tools at our disposal?

MACHINES
Welche Rolle spielen Bots, Roboter und künstliche Intelligenz? Was nehmen uns Maschinen in Zukunft ab oder gar weg?

Measurement
The question that keeps marketers up at night: “Did our advertising work?” Digital advertising was supposed to provide relief after decades of relying on GRPs and subscription figures as proxies for effectiveness. But, despite improvements, marketers remain hamstrung by models that fail to give us an accurate read of how marketing spend impacts the bottom line. We’ll talk about measurement gaps and look for solutions.

EXPERIENCES
Wie erleben wir die Zusammenarbeit von Mensch und Maschine? Und wer soll sie gestalten?

THINK TANK BY ADOBE

Vergangene Think Tanks

Think Tank by Adobe is a forum for sharing revolutionary ideas. Think Tank gathers luminaries working at the cutting edge of technology, communication, and creativity in a variety of disciplines. By putting experts in a face-to-face setting, we facilitate stimulating, in-depth discussions about topics that present challenges and opportunities for industries and consumers.

Die vergangenen Think Tanks sind Plattformen zum Austausch revolutionärer Ideen. Hier diskutieren Experten unterschiedlicher Disziplinen über den neuesten Stand von Technik, Kommunikation und Kreativität. Im Fokus stehen dabei Chancen und Herausforderungen für Wirtschaft und Gesellschaft.

Beyond connecting influencers in a given field, Think Tank seeks to bring the world in on the conversation. Discussions will be broadcast and shared online, opening the dialogue and growing a community of thought leaders.

Dazu bringt der Think Tank Vordenker und Meinungsbildner zusammen und setzt neue Impulse sich aktiv mit zukunftsweisenden Fragen zu beschäftigen. Per Livestream lässt Adobe die Welt teilhaben. Seien Sie dabei, folgen Sie den spannenden Debatten und werden Sie Teil unserer Community.