Advertising

Advertising

The Advertising stage was dedicated to the evolution of digital communication, focusing on new technologies, advanced strategies, and best practices to maximize campaign performance. Industry experts analyzed innovative tools, targeting models, and emerging trends to help businesses enhance the effectiveness and impact of their promotional strategies.

Room Hosting

Sveva Coltellacci
Sveva Coltellacci
Head of Performance Marketing
Pro Web Consulting (Cerved Group)
Ilaria Caroli
Ilaria Caroli
Marketing Advisor
Freelance
Antonietta Nardella
Antonietta Nardella
PPC
Search On Media Group
4 JUNE
5 JUNE
6 JUNE
04 june 08:30
05 june 08:30
06 june 08:30
04 june 11:50 - 12:30
40 min
Discover how Driver Trees provide a clear visual breakdown of how each PPC metric contributes to overall performance. This session shows how to build tailored Driver Trees for verticals like ecommerce, travel, and lead generation. Learn how to identify underperforming areas and growth opportunities by analyzing week-on-week and YoY changes in key drivers, helping you take focused, data-driven action to optimize your PPC strategy with confidence.
04 june 12:40 - 13:20
40 min
The game has changed — from a “self-sufficient” self-service platform, today Google Ads needs to be just one piece of a much more complex puzzle in order to be effective. Whether we’re an agency or an end client, the needs remain the same. What are the pieces of this puzzle, and what do we need to achieve our goals?
04 june 14:00 - 14:40
40 min
When a top-performing PPC account was on the verge of being shut down but ultimately wasn’t, it wasn’t the data that made the difference; it was a conversation.
Does this sound familiar?

In a world where AI handles the “how,” this talk is about the “why” only you can answer. Based on a decade of real PPC stories and practical tools, we’ll unpack the human skills that still move budgets, teams, and results. From conflict management to data storytelling and cross-team influence, you’ll leave more intelligent, sharper, and irreplaceable than ever.

04 june 14:50 - 15:30
40 min
Having an optimized presence on Amazon is important, but it’s not the only thing that matters. Customers discover brands during their free time, on social media, or through word of mouth. Thanks to Amazon advertising tools, such as Display campaigns and sponsored TV, you can gain visibility and traffic on external channels as well. During key periods like Prime Day, by integrating artificial intelligence and targeted promotions for customers, you can further strengthen your positioning.This talk is sponsored.
04 june 15:40 - 16:20
40 min
If you’re serious about scaling your ecom brand, a CDP isn’t a “nice-to-have” it’s a must. In this session, I’ll break down how leading brands use CDPs to unlock customer insight, fix broken funnels, and personalize at scale. Expect sharp strategies, real examples, and stuff you can implement next week.
05 june 11:50 - 12:30
40 min
If you believe your campaign success depends solely on Google Ads, it’s time to rethink. Discover how strategic integration across advertising platforms can create explosive synergies and skyrocket your results.
05 june 12:40 - 13:20
40 min
 The biggest threat to your digital media plan? The Signal Gap - optimising towards weak or misleading signals. In this talk, we’ll explore how to close that gap and unlock better decisions across your mix, your measurement, and your investment. In an action-packed presentation, you will learn:

• How to cut through attribution noise using Media Mix Modelling and Incrementality Testing
• What the latest data says about high-performing channel splits
• How to turn insights into investment - setting targets and strategies that deliver results
05 june 14:00 - 14:40
40 min
At Flee, we transformed Google Demand Gen campaigns—typically focused on awareness—into lead generation tools through hyper-personalization of creatives. By precisely defining personas, crafting engaging copy, and using AI-generated images (Midjourney), we will show step-by-step how to replicate our strategy and generate leads with Google Demand Gen campaigns at a CPL comparable to Search or P.Max campaigns.
05 june 14:50 - 15:30
40 min
In a landscape where costs are rising and advertising platforms are increasingly automated, optimizing the media mix is not just an opportunity—it is an urgency for those who want to maximize the impact of their budget. This talk explores a strategic and operational approach to media budget optimization, based on the combined use of open-source technologies and proprietary tools like Alvie, developed in-house to improve cross-channel efficiency; the integration of predictive analytics, signal automation, and incremental measurement to guide smarter, more informed media decisions; and a reflection on the limitations of in-platform optimization and how to complement it with an independent decision-making layer. A concrete budget optimization simulation will be presented, based on real scenarios and logics already applied in internal use cases.
05 june 15:40 - 16:00
20 min
In a complex digital ecosystem, performance arises from coordination and control. This talk will present an operational model which, through a shared “Sales & Content Strategy” document and joint budget management, enabled different digital agency teams and the client’s in-house team to work synergistically toward common goals. Additionally, it will analyze how the use of the “Retail Advantage” tool made it possible to create effective Google Ads campaigns driven by the real performance of products.
05 june 16:00 - 16:20
20 min
Launching a new product is important, but doing it the right way is even more crucial. For the launch of its first AI-powered tablet, Lenovo went beyond product innovation and placed artificial intelligence at the core of its communication strategy. The result? A 100% AI-driven programmatic campaign featuring predictive targeting and animated creatives that increased brand awareness while strengthening the connection between the brand and the world of AI.