Your Guide

Timely ideas that will help you grow your advertising revenue online, on mobile, and in print

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Thursday, 10 March


If you decide to arrive the evening before to be well prepared for the Ideas Day on Advertising (smart!): Join the INMA Advertising Expert Group and other fellow Ideas Day on Advertising participants for an informal “get together” drink. (Meet us at the Hilton Hotel bar (next to the Hilton Garden Inn Hotel)

Friday, 11 March


Welcome coffee


Welcome by Moderator

Sven Ernst Sven Ernst
Head of Creative Department, Axel Springer Media Impact, Germany

10:20 - 11:20

Subtheme: Native Advertising & Branded Content

Building a Strong Content Marketing Offering

Hurriyet started developing integrated Content Marketing Solutions that would help advertisers accomplish their marketing communications objectives. Since more than one year ago, this has turned into a serious revenue stream for Hurriyet�s digital operations.

Native advertising is just one of the tools among all content marketing armory; integration is crucial for the most optimal delivery. Content marketing gets much stronger if empowered by meaningful data.

Emre Faks Emre Faks
Digital Experience & Advertising Solutions Lead, Hurriyet, Turkey @emrefaksEmre Faks linkedIn

Irish Times Content Studio

With the growth in branded content showing no signs of abating, the Irish Times has launched a dedicated stand-alone unit to create content for brands and clients.

Eimear Moran Eimear Moran
Media Solutions Director, The Irish Times @IrishTimesEimear Moran linkedIn

Native Advertising in a b2b Environment

Media Impact Polska created a series of native advertising for client Commarch, provider of ESP software, promoting success stories of Polish companies. Think native advertising in a b2B environment doesn�t work? Think again. Learn how to do good native advertising in this Brainsnack Presentation.

Beata Tarnowska Beata Tarnowska
Native Advertising Manager, Media Impact Polska, Poland @mediaimpactpolBeata Tarnowska linkedIn

Helsingin Sanomat: Native Ad Campaign with Infographics & Big Data

Helsingin Sanomat created a native advertising campaign about �water damage in houses� for insurance company IF. IF had gathered a tremendous amount of raw data about �water damage.� Using the �data tools� that their journalists use in their day-to-day infographic creations, Helsingin Sanomat created an interactive infographic campaign that raised reader engagement (time spent = 3 minutes).

Pietari Korhonen Pietari Korhonen
Product Manager Native Advertising, Sanoma Media Finland @PietariKPietari Korhonen linkedIn

11:20 � 11:50

Coffee- and brain- break 😉

11:50 � 12:50

Subtheme: Generating Revenue Through Creative Advertising Solutions

Context is Queen: The Value of Advertising within Premium Content

In today�s busy media environment, context matters. A winning combination of quality content, engaged readers and trusted brands means newspapers offer an extremely powerful context. Hear more about why advertising is more effective in the right context with evidence from Newsworks� Company You Keep research alongside examples from the 2015 Newsworks Planning Awards, an annual competition celebrating the UK's planning talent in media agencies and beyond. Learn more in this Brainsnack Presentation.

Liz Jaques Liz Jaques
Communications Manager, Newsworks, UK @lizjaquesLiz Jaques linkedIn

Advertising Research: The Importance of Frequency in Crossmedia Campaigns

De Persgroep's advertising department — de Persgroep Advertising — dug a little deaper into the data collected by their award-winning Dailymetrie® Research (presented at the INMA European Conference). They found some pretty conclusive evidence for advertisers for crossmedia campaigns, beyond the tradtional arguments of 'extending reach' or 'print advertising comliments the online'.

Thomas Thomas Louwagie
Sales Arguments Intelligence Executive, De Persgroep , Belgium Thomas linkedIn

Gamification: Activating Small, Local Advertisers with Interactive Calendar for Users

Vecernij List's niche health portal, called, launches an interactive advent�like calendar for one week at a time (Valentine week, Christmas week, etc). Users "open" a cover each day on the week-long calendar to have a chance to win the gift-of-the-day. Visitors must visit the portal to open their 'advent calendar'; this creates an everyday habit with users. How a simpel game can generate advertising revenue from otherwise for Vecernji List non-existing advertisers.

Zdenka Cvetnic Anita Gelo
Sales Manager for Digital Media Solutions, Vecernji List, CroatiaZdenka Cvetnic LinkedIn

Multimedia Campaign: April Fools Day Creativity Drives Video Views, Social Media Engagement

A creative multi-media awareness campaign (TV, print, online, Facebook) for Danio by Metro (Belgium�s leading free commuter paper) created in a very short time-frame of just 2 weeks (including shooting video). The campaign included creative coverwraps, � page print ads and online video�s and some �guerrilla marketing� at a train station. The Let Yourself Go campaign drove video views, engagement on Facebook and brand awareness.

Kristien Bruyninckx Kristien Bruyninckx
Marketing Manager, Metro Belgium, Belgium @kristien_bKristien Bruyninckx LinkedIn

12:50 � 14:00


14:00 � 14:45


Participants are divided up into groups to discuss the future of advertising in news media. Guided by the moderator and based on delegates� feedback from the morning session.

14:45 - 15:45

Subtheme: Innovative Ideas Create Revenue Diversification

Revenue Diversification in Practice: Events, Direct Mailing and Corporate Social Responsibility

Styria Media's news brand 24sata launched a project called "Urban Gardens" in 2013. Local governments in Croatia donate portions of land in the city/region on which citizens create Urban Gardens that are then used for food cultivation, sports and recreational events, gardening. So far, 20 large Urban Gardens have been created across the country involving 5000 households. 24sata runs editorial campaigns encouraging �own food cultivation�, organises competitions for the most beautiful garden beds and runs gardening- and gastro-workshops. Private companies sponsor heavily as Corporate Social Responsibility is high on the list of public opinion.

Blanka Blanka Kaitner
Special Project Manager, 24sata, Styria Media, Croatia Blanka Kaitner LinkedIn

Printed Newspaper as a Leaflet: 'Glory Day' Concept Brings in Added Revenue by Audience Targeting

Serving appropriate audiences through hybrid distribution. Learn how one publisher is reaching out to advertisers through free — targeted — distribution with a paid title.

Stephen Mc Stephen McCullough
Advertising Director, CN Group, UK @stevemccullStephen McCullough LinkedIn

Monetising Video Content Through Native Partnerships

The objective of the campaign was to leverage 'Eircoms' sponsorship of the GAA Championship while offering more value to the user.

Irish Independent Newspapers decided to create a series of videos that reviews the football action over each weekend throughout the summer (10 videos). Selecting a well-known TV presenter to be our anchor and partnering with Football legends along with own journalists to bring and indepth analysis of the championship.The budget was �60,000. Results: video plays reaching 75,000 for the first video and peaking to over 140,000 towards the end of the championship.

Declan Fahy Declan Fahy
Account Director, Irish Independent Newspapers, Ireland @declanfahyDeclan Fahy linkedIn

Fine-Tuning Traffic Distribution for Maximum Ad Revenue Growth as a publisher has very large impressions inventory on its websites and mobile apps. Avito�s goal was to find the most profitable approach to sell them; so they developed a scientific approach of tuning traffic distribution between several fundamentally different demand sources: directly sold campaigns, RTB exchanges and ad networks to achieve optimal configuration of ad selling “waterfall.” This process includes gathering specific metrics for each demand source, designing an experiment, model building and settings evaluation in A/B test.

Gleb Belogortsev Gleb Belogortsev
Lead analyst, Avito, Russia Gleb Belogortsev LinkedIn


Brilliant Wrap-up by Moderator


End of Ideas Day on Advertising 2016


Conference + hotel venue

The Squaire Conference Centre

The Squaire Conference Centre at Frankfurt International Airport

The Squaire is located at Frankfurt International Airport. A connecting footbridge provides access from the airport terminals to The Squaire, venue of the Ideas Day on Advertising.
No need for a taxi or a shuttle bus!

If you'd like to stay the night before, contact the Hilton Gardin Inn on this email address and book a room at the special INMA rate €169/night (single occupancy), includes breakfast and wifi. Alternatively you can book by phone on +49 69 2601 20 022 88


INMA's Ideas Day on Advertising will attract media talent from news media companies engaged with growing advertising revenue.

See Who will Be There

As of right now


  • Veronika Bohler, Marketing Manager Vorarlberger Nachrichten, Vorarlberger Nachrichten
  • Katharina Handl, Advertising & Marketing Communication Solutions and Collaboration, Kleine Zeitung GmbH & Co KG



  • Zdenka Cvetnic, Deputy Media Solutions Sales Director, Vecernji List AG
  • Anita Gelo, Media Solutions Sales, Vecernji List AG
  • Dario Isek, Head of Sales for Media Solutions, 24sata
  • Maro Majstorovic, Digital Sales Manager, 24sata
  • Olinka Pavic Perovic, Sales-Promotion Manager 24sata, Styria Digital Development



  • Pietari Korhonen, Head Of News Media & Lifestyle, Sanoma Media Finland Ltd
  • Santtu Kottila



  • Hauke Berndt, Managing Partner / CEO, ppi Media GmbH
  • Sven Ernst, Head of Creative Unit, Axel Springer SE
  • Matthias Fischer, Sales Director, Lineup Systems-ppi Media
  • Herbert Kolling, Managing Director, Protecmedia
  • Stephan Korting, Chief Executive Officer, GEA Publishing und Media Services GmbH & Co. KG
  • Florian Schiller, Managing Director, OVB MEDIA


  • Aisling Blee, Media Solutions Senior Strategist, The Irish Times
  • Declan Fahy, Account Director, Independent News & Media
  • Eimear Moran, Media Solutions Director, The Irish Times


  • Beata Tarnowska, Native Advertising Manager, Ringier Axel Springer Polska sp z.o.o.


  • Gleb Belogortsev, Head of Analytics, Avito



  • Bjorn Beth, Head of SEO, Blick-Gruppe


  • Emre Faks, Digital Experience & Advertising Solutions Lead, Hürriyet Publishing and Printing Co.

United Kingdom

  • Liz Jaques, Communications Manager, Newsworks
  • Stephen Mccullough, Advertising Director, CN Group Ltd
  • Frank Stretton


When is it?

Friday, 11 March

What is the attire?

Business casual: lose the tie

Want to arrive the night before? Smart!

We have arranged a special rate for you at the Hitlon Garden Inn (also in 'The Squaire').
Single room: €169/night indlucing breakfast and wifi!. Contact the Hilton Gardin Inn through and mention "INMA" to get the special room rate. Contact hotel by phone on +49.69.2601.20.022.88 or email



Programme committee

INMA Advertising Experts Group

Get your company's name out there — sponsor opportunities

Contact INMA's Tom Corbett to learn more about your branding opportunities for this Ideas Day.

Cancellation policy

There will be an administrative fee of €300 per person for any cancellation of registration. Registrants always have the possibility to have someone else take their place, free of charge; written notice of the replacement together with name of the new participant must be sent to INMA beforehand.

How to get to venue

By Airplane
When you arrive at Frankfurt International Airport. You can walk from Terminal 1 and 2 across the bridge to The Squaire:

Terminal 1 and The Squaire are linked via a footbridge and can be reached by foot in 5 minutes. Simply follow the signs to The Squaire. At the end of the footbridge inside The Squaire buidling, go left to the “conference centre”.

Terminal 2, take the Sky Line. Take the elevator up to Hall B and take a left inside the Hall. Go up the escalator to the pedestrian overpass.
Download: overview map

By Train
The Squaire Conference Center is easy to reach if you are arriving by train. The train station is below The Squaire. The 230 long-distance trains, including more than 170 ICEs, stop directly under The Squaire every day, making it the best-networked office building in Europe.
Download: overview map

By Car
You can reach The Squaire Conference Center via the A3, A5 or A67 Autobahn. When arriving near Frankfurt International Airport, follow signs to “Thd Squaire Parking”. This garage offers 2,500 parking spaces. The Squaire Metro, an innovative local line, gives you a convenient, dry path to reach the Conference Centre by foot in only 3 minutes.

Ideas Day Supporters


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Take the Quick Survey

Questions? Contact us


Tom Corbett
Antwerp, Belgium
Phone: +32 486 37 13 36
Speaks: Dutch, English, French
Click here to e-mail me