Tag Archives: adtech

Reactive at AdTech 2013 Melbourne

If you are in Melbourne next week, come and join us from Reactive and people from brands like CocaCola, Facebook, eBay, CBA, Nike and AusPost for a great two days. AdTech Melbourne 2013 brings together big data clouds, geeky innovation chic and powerful advertisers and agencies.

Tim Buesing at the 2011 AdTech Conference

Tim Buesing at the 2011 AdTech Conference

Together with Emad from Finch and Johnny from Save Our Sons I will present our case of ‘The Most PowerfulArm Ever Invented‘. The broader topic of using ‘Innovation for Good‘ will hopefully trigger a lively discussion.

AdTech Melbourne

See below a look at CNET’s coverage of our launch event with Emad explaining the work


Data as a living source of inspiration and innovation

We got some great news coming from the upcoming AdTech data summit at The Hilton. A joint Publicis team consisting of Aaron Michie (Zenith Optimedia), Phil Zohrab (Peformics) and myself (Mojo) have submitted a paper which looks like it will be part of the event on July 18. Given there were a solid 100 submission, we are quite chuffed.
In short we want to present ways of making data an inspirational part of the creative process as well as be the well-known source for real-time optimisation. After all, AdTech’s mantra for the day is to “help marketers combine the art of creativity with the science of numbers to help drive insight and business results.”

More details soon.

And here is a summary of what we submitted:


Data-driven culture as a living source of efficiency, inspiration and innovation

There’s a wealth of data available to create more effective and interesting ways to engage consumers, but most agencies don’t have the data-driven culture baked in, tending to see data as something foreign or a one-off optimisation point, rather than a driver of ideas or a real time pillar of a campaign.

Media agencies carry this data-gene but often struggle using it creatively, or when working with creative agencies (and clients) on ideas that come from data, or require constant data inputs to work. This means all too often the ambitious goals get left behind and creative and performance media go their separate ways.

This session will explore the ways we can foster a better data culture between agencies and look at
data as a living input, a real time efficiency tool and a forward facing source of creativity; rather than just a retrospective, separated set of numbers that tell us if things worked. We’ll examine some great pieces of data driven work and suggest some ways we can all make data an exciting part of how we plan, create, deliver and optimise our work.


image by WalkingSF

image by WalkingSF

Here are AdTech’s two content streams for the day, better book a seat now!


  • Data Analytics & Visualisation
  • Media Attribution
  • Segmentation and Targeting
  • Single Customer View
  • Multi-channel marketing
  • Building a Data Driven Culture
  • Legislation & Privacy


  • Real Time Bidding/ Advertising
  • Demands Side Platforms
  • Ad Exchanges
  • Data trading
  • Contextual targeting
  • Advertising technology infrastructure
  • Media Optimisation
  • Big Data

My talk on ‘Fragmented Storytelling’, told via Storify

I will be speaking at Sydney’s AdTech 2012 on “Fragmented Storytelling In An Evolving Media Environment” (today 11am). My co-panelist is Jeff Julian, a great production designer who among other films has worked on Spielberg’s ‘Minority Report’. I thought it might be a cool idea to document the evolution of my own talk here:


Storify is a tool that has been around which is kind of like a curated friendfeed. You select and pull together whatever helps you tell your story. It is probably more suited to non-fiction than fictional stories but I haven’t researched into the latter ones.

Have a look and if you are interested, drop me a comment or reference link afterwards. And I hope to see you at AdTech in a few hours!