CASE STUDY: Google's Programmatic Event Targets Media Buyers

Provided by Wonder
WONDER's conference for Google bought together key influencers from marketing agencies to explore Programmatic media buying.

What was the Challenge / Background of the Campaign?

Google asked WONDER to produce a conference that would bring 'Programmic' to life. To find a solution that would bring energy and clarify to this data heavy, statistic focussed, digital marketing concept. An opportunity for Google to educate and engage with a highly targeted audience.

What was the Campaign Objective?

Google wanted content and event design that would de-mystify Programmatic Marketing; show the scale of the opportunity today and help prepare execs to take advantage for the future. They wanted to equip guests with inspiration, insights and research on the key themes.

What was the Solution?

Working with the Google team WONDER worked up a list of motivational speakers. A mix of experienced Googlers and customers who could put their application of Programmatic into context and share their success stories. They created a sleek set and separate breakout zones, each with networking areas, interactive displays and demos that encouraged the audience to talk and share insights. Digital voting paddles enabled delegates to comment on themes and interact with speakers throughout the presentations to facilitate a deeper understanding of the topics discussed.

What were the Results?

Customer and client feedback were equally positive. The video shows the energy and insights gained by both delegates and the client at the event.

What were the Key Learnings of this Campaign?

Carefully considered content and motivational speakers are key to securing positive take out. Interactive elements add another level of engagement as they provide the audience with an opportunity to interact with speakers and themes in the here and now.

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