Following on from the event's success in 2017, the second annual Programmatic Summit—held in partnership with The Trade Desk—returned to Tokyo to continue supporting marketers and agency leaders on their programmatic journey.
There's neve been a more crucial time for Japan's industry to bolster their programmatic craft and expore the new opportunities the sector offers for brand outreach, and the 10 July event compelled both brand marketers and agencies alike to dig deep into industry trends in Japan and globally.
Highlights on the day included several in-depth panel discussions. The first explored case studies and examples of successful programmatic undertakings, and featured Yukihiko Imamura, managing director, Teads; Goichi Ito, marketing manager, Qantas Airways; Yukikazu Oishi, senior director, GroupM Japan K.K; and Shinichi Kumada, account director & senior producer, Hogarth & Ogilvy Inc.
Meanwhile Kengo Horiuchi, director of marketing, Treasure Data; Yusuke Shigehara, director, Legoliss; and Masaki Ogawa, director, Catalina Marketing Japan unpicked the opportunities of data-driven media buying.
Wrapping up the day, 'Moving beyond metrics to look at creative programmatic opportunities' looked at the creative potential of programmatic, and featured Eri Piotrowski, head of media Japan, Essence; Yosuke Suzuki, managing director Japan, R/GA; and Michael Chong, head of marketing science, IPG Mediabrands Japan.
Dotted throughout the event were several presentations deep-diving into programmatic success over the last year, and its future outlook. These included a glance at the current programmatic state of play and what to expect over the next 12 months, courtesy of Tetsuya Shintani, country leader for Japan at The Trade Desk, and an introduction to ‘The Next Wave of Digital Advertising’ from Jeff Green, CEO & founder of The Trade Desk.
Joshua Grant, head of programmatic and data strategy at Dentsu, made a strong case for increased engagement on mobile and looked at the addressable obstacles in the path of programmatic success. While Matt Harty, SVP, Asia Pacific, The Trade Desk, walked the audience through the digital media landscape in China.
