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Digiday’s October 2022 Media Buying Summit Recap

November 17, 2022 |
Helen Bartkiewicz

Digiday’s most anticipated annual event, The Digiday Media Buying Summit, took place this year from October 12th-14th in sunny Palm Springs, California! AdDaptive Intelligence was thrilled to be the Premier Partner for the event, enabling us to host a cocktail reception, lounge area, chair drop, VIP gifting opportunities, and more. It was a productive, enjoyable, and relaxing 3 days where agencies and vendors from across the nation gathered to share ideas about key topics and trends in the industry with peers.

The hottest solution-based topic of conversation at the conference was video. From video ads to CTV, these media type combinations have been gaining much attention in the second half of 2022 – especially considering the anticipated arrival of new ad-supported inventory brought about by recent deals reached between streaming platforms and media companies such as the deal announced between Netflix and Microsoft. Streaming audio was also discussed as an increasingly beneficial addition to media mixes in 2023 and beyond. 

Many presentations over the course of the 3-day conference focused on strategically planning for the future. Lately, media buyers have felt the need to plan for the unknown considering the questionable economic future ahead. Many conference attendees were eager to hear from AdDaptive and other vendors about our views on the future of the industry, and how to plan accordingly. 

The industry outlook centered on the hopeful emergence into a post-COVID world and the cookieless future that we have all been anticipating for the last few years. As such, there was a lot of buzz about the potential unknowns for 2023, specifically in terms of ad spend and the health of agencies and the brands they serve. This in turn led to conversations about how to adjust strategic business decisions to mitigate the future effects of any current missteps in terms of ad spend budget allocation. Many media buyers are shifting their focus towards targeting accounts at specific stages in the sales funnel based upon the represented brand’s target KPIs. Reallocating budgets to nurture accounts with the highest intent to spend has a greater potential to distribute ad spend most effectively and maximize ROAS as a result. 

Analytics will continue to play a huge role in the future of B2B advertising, especially when it comes to cookieless targeting. Actionable reports provide the insights necessary to optimize campaigns for ideal media type combinations, targeted KPIs, and ROAS. 

As the Premier Partner of Digiday’s 2022 Media Buying Summit, AdDaptive’s on-site representatives were thrilled to share our professional insights regarding the ever-changing B2B realm. We pride ourselves on being recognized as a trusted thought leader and strategic partner and look forward to each and every opportunity to engage in thoughtful, in-depth discussions about the industry. 

October’s Digiday Media Buying Summit presented many of these conversational opportunities in-person, but the discussion didn’t end in Palm Springs. AdDaptive is always ready to talk strategically about enhancing your advertising strategy, media mix, budget allocation, and analytics reporting. 

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