The latest IAB Rolling Heavies series has taken a detour into the world of debate, putting industry heavyweights alongside each other on a bike to argue the biggest topics about content marketing.
In this three-part series, the topics of influencer marketing, content measurement and the best length for video content are debated in a tense head-to-head cycle down Singapore’s East Coast Park.
Influencer marketing, is it worth the hype?
A question on everyone’s lips, however it’s down to Weng Wai Koh, head of marketing communications at SPH and Diogo Andrade, programmatic lead, SEA at Spotify to reveal the answer.
How should we measure content?
The rise of content marketing needs no introduction but as conversation has moved onto its effectiveness, Richard Heath, executive director, head of Kantar MillwardBrown, Singapore and Benjamin Gajkowski, vice president, Mediacorp attempt to uncover exactly how it should be measured.
The correct length of video content
The value of long form online has been long debated and with new, shorter and shorter video formats being introduced, the time is ripe for Rebecca Haly, head of creative, technology and Analytics, Vizeum APAC and Tom Simpson, general manager, Australia and India; VP, programmatic and innovation, APAC, AdColony, to hash it out.
To see the earlier series of Rolling Heavies, catch up on The Drum.