Brand safety in an era of fake news will be the topic of the final session to be announced for the Mumbrella Asia Finance Marketing Summit, which takes place on August 29 in Singapore.
The DoubleVerify sponsored session – titled ‘Brand Safety in 2020: How to Navigate Programmatic Buying To Avoid the Contagion of Fake News’ completes the programme for the event on Thursday next week at the Novotel in Clarke Quay.
Fake news is a big issue for governments. It’s a big issue for citizens. And it’s also a big issue for brands, particularly those in the financial services space – where trust is a prerequisite to consumer purchase.
For no client wants their ads to appear next to inaccurate, offensive or – worse still – hateful news stories. Not only does it devalue brand equity, it can also impact business outcomes as customers are more cognizant of the association between objectionable content and brands.
So In this session, you will hear from the top digital advertising experts on their strategy for brand safety. They will talk about common mistakes to avoid, what content is suitable vs. band safety and more. Among the topics of discussion will be programmatic targeting, both pre-bid and post-bid measurement and blocking, and how to build trust around your brand tribe online.
If you are using programmatic advertising – and let’s face it, everybody is – then you need to so safely and securely. Come along and find out exactly how to do so.
You will hear from the Singapore-based Iponweb Asia-Pacific manager Ryan Pestano, Citibank Singapore assistant vice-president of digital acquisition Anirudh Shivapuja, Verizon Media South East Asia senior strategy manager Paolo Lacuna and The Studio managing director Syahar Khalid – who is based in Singapore.
The session will be moderated by the Singapore-based DoubleVerify APAC commercial director Conrad Tallariti.
During the one-day conference, there will also be keynote speeches by Visa vice-president of marketing for South East Asia Vivian Pan and Standard Chartered Bank global head of personal segment marketing and digital marketing Norliza Kassim.
In addition to that, delegates will see an in-depth question and answer session with Prudential Assurance Company Singapore head of customer experience and segments Harish Agarwal – not to mention sessions on why banks fail to use their rich customer data to provide personalised marketing, the new paradigm of marketing to millennials, deconstructing the customer journey, disruption in the financial space, the validity of influencers, brand building in the digital age and much more.
There will also be 35 expert speakers from international brands like UOB, VMLY&R, Yahoo, SingSaver and Singapore Press Holdings – to name but a few.