Search, Media & Performance Advertising

This session explores how looking at the full picture of marketing can reveal drivers of growth that are often overlooked, challenging the over-reliance on click-based attribution and channel-by-channel thinking.

• Understand why measuring channels in isolation can limit your view of performance.
• Discover how a full-funnel approach can surface more complete and sometimes counterintuitive insights, including the role of paid activity in driving organic demand.
• Learn how brand and direct response can work together to support sustained, scalable growth.
• Apply a more practical approach to measurement that better reflects how customers discover, consider, and choose brands.

Fresh off their $96M Series C round valuing Profound at $1B, Profound will discuss the latest insights, research, and data to helps brands win in AI Search.

As the SEO landscape evolves, staying visible has become one of the biggest challenges for brands in 2026. This panel will explore how brands can utilise search strategies to boost brand awareness, engage customers, and drive sales and conversions.

• Learn how brands can optimise their website & content across all brand’s channels to ensure their offering remains in the eyes of their target consumer
• Discover tactics to improve discoverability- from Zero-Click searches & AI-overviews to keyword optimisation & on-page and off-page SEO best practices
• Uncover the latest tools and technologies to track key metrics like organic traffic, rankings, and conversion rates, helping you identify opportunities for continuous improvement

Looking to get more from your digital marketing? Discover how brands and agencies are using Out-of-Home, including programmatic to amplify performance – boosting search, social and conversions by connecting real-world presence with online behaviour.

To lead the way, brands must put consumers at the centre – understanding their behaviours, values, and intent to create media strategies that resonate deeply and drive lasting engagement. In this session, hear first-hand how Tinder connects with audiences through culturally attuned media partnerships, including recent collaborations with Sprite and Strava.

• Media Creativity is the ultimate growth engine. Bold ideas and storytelling cut through the noise, turning campaigns into cultural moments that build loyalty and profitability
• Data isn’t just numbers- it’s insight. Hear how Tinder harnesses behavioural insights to shape media activations. From its partnership with Sprite, Tinder turned the “spicy” trend into a full media ecosystem spanning interactive experiences, short‑form video & influencer content

Uncover how media can be gamified, with their partnership with Strava, moving media planning beyond impression to IRL media opportunities – showcasing how media moves into the physical world when brands meet people in their passion spaces

AI is reshaping how people discover brands, products, and content — but most organisations are invisible to it. This session explores why AI discoverability is the defining challenge of 2026 and what marketers can do about it right now.

• Why traditional SEO no longer guarantees visibility in AI-powered search and why LLMs surface some brands and not others
• How AI crawlers read, interpret, and cite content — and why unstructured data is silently killing your discoverability
• The role of structured data, semantic clarity, and knowledge architecture in becoming an authoritative AI source
• What a practical AI discoverability audit looks like and the quick wins most brands are missing
• How forward-thinking organisations are using Generative Engine Optimisation (GEO) to take control of their AI presence before competitors do

The world moves fast and the media industry moves even faster! So, brands need measurement that can keep up. While the core pillars of modern media measurement – MMM, incrementality testing, and attribution – remain essential for navigating regulatory change and demonstrating marketing effectiveness, the real challenge is turning that measurement into clear, actionable decisions. Brands need more than transparency and accountability. They need fast, reliable, data-driven insight that helps them optimise spend, prove impact, and respond with confidence. Dashboards are useful, but the future lies in autonomous measurement that works at the speed of modern marketing.

Boards and CFOs increasingly expect the marketing budget to be documented as an investment, with figures on revenue, profit, and marginal contribution. In this session, Magnus shows how AI-powered Marketing Mix Modeling (MMM) links marketing activity to actual revenue across channels, to help answer questions such as:

– Are we spending the right amount?

– Is the marketing spend going to the right channels?

– What’s the marginal return on the next pound spent?

You’ll see how Odins.ai collects and structures data, quantifies the incremental impact of each touchpoint, and turns historical data into forward-looking budget recommendations.

Takeaways

• How modern AI-driven MMM differs from classical MMM and digital attribution
• How to succeed with the new Open Source models.
• How leading marketing teams use MMM to size budgets, allocate spend, and test new channels with confidence

In today’s world of limitless choices, ensuring your brand and products are easily discoverable is critical for driving growth and conversions. This panel will explore how performance advertising can give your brand a competitive edge by combining measurability, accountability, and customer-centric decision-making.

• Learn how to leverage customer insights and campaign data to power performance advertising strategies
• Discover how continuous monitoring and real-time optimisation can maximise efficiency and ROI
• Understand how to meet shoppers where they are- using keywords, relevant categories, and targeted searches to link them directly to your brand and products

Join Beth Hurst, Content Marketing Director (SEO), and Ollie Lewis, Technical SEO Director at Zenith International, as they unpack how SEO is rapidly evolving in the era of AI. Together, they’ll explore both the technical foundations and strategic content applications shaping modern search.

In this session, you’ll discover:

• • The current state of SEO in 2026
  • How to measure SEO performance effectively in an AI‑driven landscape
  • Why Digital PR is becoming increasingly vital in the age of AI
  • Why keyword research remains an essential pillar of an AI‑powered SEO strategy

Creative workflows are collapsing under pressure. This presentation reveals why creative has become the constraint in modern marketing and how creative automation is reshaping production, optimization, and scale. Learn how to turn creative from a bottleneck into a competitive advantage.

• Outside of CRM, personalisation is near impossible.
• Users are increasingly concerned with the amount of data brands have; subsequently, brands are terrified of crossing the line with personalisation.
• Location can be a form of personalisation and can help match business objectives with audience targeting, we’ll demonstrate how this can be executed using a specific planning framework.

• Explore how to craft and deliver your advertising messages effectively, identifying the best how, when, and where to achieve your marketing goals. Learn how to balance timing, channel selection, and creative execution for maximum impact
• Uncover the ins and outs of media planning with a data-driven approach. Gain insights into audience analysis, segmentation, and behavioural trends that inform strategic decisions. Understand how to optimise your media mix across traditional and digital channels
• Discover the latest tools and technologies transforming media planning and buying- from programmatic advertising platforms to predictive analytics for budget allocation. Learn how automation, AI-driven targeting, and dynamic creative optimisation ensure marketing effectiveness and measurable ROI