10:00 a.m.-12:30 p.m.
(New York time)

Master Class moderator

Earl J. Wilkinson
Executive Director and CEO, International News Media Association (INMA)

Master Class facilitator

Eimear Moran
Media Solutions Director, The Irish Times and
Member of the INMA European Board

Key themes for this module

A strategic look at what’s next in advertising. In this first of three modules, we'll look at why news brands have a high value proposition for advertisements; why less ad tech means more money for publishers and why publishers are better off together against big tech.

Today's faculty

The State of Digital Media: Finding the Light
The pandemic has led to further solidifying the stronghold of platforms, not publishers. In this session, Polar CEO Kunal Gupta will share his perspectives on where the digital advertising growth opportunities lie in 2021.
Kunal Gupta, Founder and CEO, Polar, Canada

Marketers and Publishers Are Making More Money By Using Less Ad Tech
Venture-backed ad tech companies would like everyone to believe that their tech will magically make them more money (classic example of snake oil). But the last 10 years have shown that the main parties making money are the ad tech companies themselves. This has certainly made their VCs happy with hockey stick-like revenue growth. But publishers and marketers have not made more money; in fact, they have been led to lose more money than they should have. We all wanted desperately for the snake oil to work its magic. But alas, the disease has gotten worse and the snake oil did not miraculously cure it, as promised. In this presentation, Augustine will tell us why publishers make more money using less ad tech.
Dr. Augustine Fou, Advertising Consultant, Marketing Science Consulting Group, United States

Factual Reliable: A Better Understanding Of The Value Of A Journalistic News Brand
Trust in news media positively influences the effects of advertisements. Brand and ad recall is significantly stronger in trusted news media. A reliable news brand also creates more positive associations with the advertising brand. This is evident from the new experimental research titled "Factually reliable" by DVJ Insights on behalf of NRC Media in the Netherlands.
Initial results show that there is a strong positive effect of the news brand on the brand KPIs of an ad. Further analysis confirms that trust plays a central role in this effect. The news brand creates more positive and more distinctive associations with the advertising brand. This effect also runs through the reader's trust in the news brand. In addition, advertising brands are evaluated more positively within a context of a reliable news brand. There is a “halo effect” of the news brand.
Robert Witteman, Senior Marketing Analyst, NRC Media, The Netherlands

Reacher and Admarket: How Stampen and Bonnier News Local Have Renewed Business and Driven Growth With New Initiatives
Stampen and Bonnier News Local (formerly Mittmedia) were facing declining advertising due to competition from Google and Facebook, and both had a number of internal weaknesses in advertising and sales. After analysing, they both came up with a spectrum of measures to revive the business. Among them: create a new business model offering customers higher efficiency and offer a full spectrum of marketing channels. Stampen and Bonnier News Local had similar strategies to renew business and drive growth but with some difference in timeline. Both initiatives has consisted of three cornerstones: a marketing tool that offers a new business model, a learning platform to give the sales department better possibilities to succeed, and a header bidding solution for better optimisation of the display business.
Håkan Hamrin, Head of Programmatic, Stampen Media, Sweden

10:00 a.m.-12:30 p.m.
(New York time)

Key themes for this module

News media need to move from simply selling “advertising space” to “media solutions.” How to become a news brand and advertising agency at the same time for your clients. Building long-term relationships with your advertisers:

• How to sell your own media vs. Google and Facebook
• Video advertising
• Native advertising
• How to sell beyond banners: the new solutions
• How to sell first-party audience segments

Today's faculty

Helsingin Sanomat New Multi-Channel Products Supporting the Ad Sales In Print, Digital, and Mobile
Strategic insight behind this multi-channel product approach was based on two development trends negatively affecting Helsingin Sanomat's ad revenue: Declining print reach and ad sales and stagnating display revenue growth. With this new multi-channel offering, Helsingin Sanomat has been able to significantly support ad revenue development across platforms in print and digital. Last year, the sales performance of its new multi-channel formats (print + digital + mobile) was up 8% compared to the pure print ad formats and up 41% compared to guaranteed display.
Pietari Korhonen, Head Of News Media & Lifestyle, Sanoma Media, Finland

Growing Revenue by Creating Local Insight-Driven Multi-Media Activations for Non-Advertisers
What lessons can we learn from a campaign run by The Hindu for its client, Mondelez? A 360-degree marketing campaign with high impact across the platform board: print ads, TVC aired on regional GECs, movie theatres, digital media, radio spots, and outdoor.
Preetinder Kaur, Head of Brand Solutions, The Hindu Group, India

USA Today Network and the Art of Branded Content
We will take a look at an audience-first approach to storytelling in a traditional advertising environment where consumers are hyper-aware of advertising and are actively ignoring, or even blocking, those messages. We will explore key principles to branded content and how it really works.
Mickaela Lusignan, Regional Digital Director, USA Today Network (LOCALiQ), United States

JP/Politiken's Relevance: Relevant Advertising for Relevant Audiences In a Relevant Context
After close dialogue with advertisers and media agencies, JP/Politiken launched a new data platform that delivers relevant target groups based on first-party data and context data to media agencies and advertisers across the Danish national news media sites Ekstra Bladet, Jyllands-Posten, and Politiken (“contextual targeting”). The platform, which has been built by Ekstra Bladet, has been named Relevance. It enables media agencies and advertisers to also reach their target audiences on mobile devices, despite third-party data-blocking in Safari and other browsers.
Thomas Lue Lytzen, Head of Product Development and Insights, JP/Politikens Hus, Denmark

10:00 a.m.-12:30 p.m.
(New York time)

Key themes for this module

In this third and final module, we take a look at data-infused advertising and how to utilise your reader data for your advertising business.

Today's faculty

Feeling It: How New York Times Targets Emotional Context
Project Feels is The New York Times' crowdsourced data and algorithm methodology with the goal of defining a new dimension of context: emotion. Project Feels enabled the Times to create multiple ad products that action on this context, creating a consumer-friendly targeting tool. Perspective Targeting (PT) draws on a small anonymous truth set, and its algorithms target content — not people — to bring innovation without invasiveness. Marketers can target ads to content The New York Times predicts will evoke an array of sentiments like self-confidence or adventurousness, creating a better adjacency for their message and better relevance for New York Times users. The Times has also extended these algorithms to create Neutrality Targeting (NT), where marketers can exclude content we predict could evoke negative feelings, like sadness or fear. NT offers an original type of brand safety at a moment when marketers are unsure which environments they can trust.
Kendell Timmers, VP Data & Insights (Growth & Advertising), The New York Times, United States

How Amedia Utilises Subscription Data For Its Advertising Business
Amedia is a news industry in authenticated page views, surpassing 75%. With that first-party data, the media group is able to model based on its core strengths, creating a premium class advertising effect. In the process, Amedia has become a company that knows its customers best — translating to a higher trust effect with advertisers. In this presentation, learn how this leads to targeted advertising and higher precision and, ultimately, advertising growth.
Gustaf Eriksson, Head of Business Intelligence, Amedia, Norway
Christian Thu, Vice President Advertising Sales, Amedia, Norway

DPG Media Launches Its Own Advertising Platform
DPG Media is about to launch “DPGads”, a platform that will allow the major news media publisher to compete against the major tech platforms. It consists of Design (creation), Data en Direct (self service/trading). Keeping inventory and data exclusive and keeping advertising euros in their own system as much as possible without money flowing away to non-transparent intermediaries. The goal is to get the turnover ratio between print and digital to 30 versus 70 percent in 2021, where it is now 50/50.
Job van den Berg, Data Strategy Director, DPG Media, The Netherlands