How to implement first party data-led, media advertising sales whilst applying appropriate automation and new revenue streams
Scope of the Initiative
First-party data for advertising: from architecture to sales
- Media companies may be collecting data, but how is this put into action for growing advertising sales?
- Building strategy, elements of, extracting, manipulating, exploiting data, insights, consequential premium/consultative selling, what are advertisers wanting?
- Improving metrics and UX.
Advertising automation
- What best practice case studies are out there?
- How to handle any shift internally?
- What are the benefits internally and externally?
Increasing advertising revenue diversification
- What is the right mix of revenue areas?
- What does a modern media company focus on for future revenue?
- Where should we place our bets (e-commerce, video, audio, branded content)?
Ways to Connect
Newsletter
Get bi-weekly Advertising Initiative newsletters in your inbox. Sign up here
Webinars
Join product peers for practical members-only upcoming webinars.
Master Classes
Link to the best advertising minds, exchange ideas at deep-dive master classes. See schedule here
Report
Download our latest reports on advertising sales. Click here to view.
Conferences
At INMA conferences throughout the year, get an executive-level overview of advertising trends and developments.
Ask me anything
Corporate members may connect with the Advertising Initiative lead for private briefings on key topics.
Upcoming Advertising Initiative Events
Selection of Recent Advertising Initiative webinars on Demand
The Importance of Creativity and Design In Media Advertising
March 22, 2023
How Agencies and Advertisers View Advertising in Post-Pandemic Times
August 10, 2022
Becoming the Best Advertising Sales Team: Sweden’s NTM Shares Their Strategy
June 08, 2022
MediaNews Group’s Video Strategy for Publishers
April 20, 2022
What Are the Leading Media Companies Doing to Provide Advertisers With Real Solutions?
December 08, 2021
Torstar’s Insights Into the Media Buying Process (Advertising Initiative Meet-Up)
October 27, 2021
ALL ADVERTISING INITIATIVE MEET-UPS ON DEMAND
Latest Advertising Initiative Blog Posts
Storytelling and advertising go hand in hand in the mobile news movement
March 22, 2023
Apps are the future of mobile ad revenue growth
March 20, 2023
Watch these 4 areas of mobile ad revenue opportunities this year
March 19, 2023
4 common questions about programmatic advertising answered
March 01, 2023
Watch these 6 surprising digital ad trends this year
February 28, 2023
Research: Australian marketers think loss of third-party cookies will hurt revenue
February 16, 2023
ALL ADVERTISING INITIATIVE BLOGS
Download Recent Advertising Presentations
The Importance of Creativity and Design In Media Advertising
22 March 2023 | INMA Webinar: The Importance of Creativity and Design In Media Advertising
Measuring our sales efforts, setting KPIs
27 October 2022 | The Future of Advertising Sales Teams
What smart publishers are doing about future of ad sales
27 October 2022 | The Future of Advertising Sales Teams
Driving value through fully integrated sales organisation
27 October 2022 | The Future of Advertising Sales Teams
Measurement, sustainability, plus the important dynamics of future selling
27 October 2022 | The Future of Advertising Sales Teams
ALL ADVERTISING INITIATIVE PRESENTATIONS
Mission
How to rejuvenate data- and research-backed media advertising sales for a resurgent post-pandemic market is the focus of INMA’s Advertising Initiative. Our aim is to provide actionable, unique insights, thought leadership, and education into future media advertising opportunities for CEOs, senior managements, and sales teams. Our 2021-2022 focus is on media-oriented ad formats, sales teams, and print. The INMA Advertising Initiative was approved by the association’s Board of Directors and implemented September 1, 2021
Advertising Initiative Lead
Mark Challinor is a London-based media executive with extensive commercial experience in marketing and mobile spaces. His more than three-decade career includes senior roles at Associated Newspapers, Telegraph Media Group, and Trinity Mirror (now Reach), and today he consults with media companies, is a panel member with the U.K. Committee of Advertising Practice at the Advertising Standards Authority, and co-hosts the U.K. Brand Show on business radio. In addition to his role with the INMA Advertising Initiative, Mark is the association’s executive producer in charge of Webinar programming and a former INMA president.
