WHAT NOW? Advertising in media took a hit in the past 18 months. Some would say it was an acceleration of a trend already happening. So what now? As we take stock and reposition ourselves, what are hew trends we need to focus on?
The state of the advertising market. What are the trends we should be focusing on now?
Mark Challinor, Executive Producer and Former President, INMA
Investing in first-party data is costly for an organisation. In this session, we will discuss how SCMP has developed its data strategy to add value and revenue across the whole lifecycle of a campaign from pitching to validation, personalisation, content development, brand safety/suitability, optimization, and reporting.
We will look at how a premium publisher can compete with low-cost probabilistic data sets and if a data-led solution always means a better ROI for every campaign.
Ian Hocking, Vice President (Digital), South China Morning Post
Bloomberg Media is on track to deliver the best year in its history, with a first half performance led by its insight-driven approach and multi-faceted business audience. Hear how publishers can leverage their knowledge of their audience to deepen their connection with their users, grow subscriptions and drive better advertiser success.
Allison Schulte, Global Head of Data & Audience, Bloomberg Media, New York, USA
Partha Sinha is the ideal person to share knowledge and experience of agencies and advertisers. Not only due to his current senior position but also his past includes being Vice Chair/MD of McCann Worldgroup, MD of Publicis and Managing Partner at BBH. He will share his views on the latest advertising figures/trends and how he thinks we can compete with the big tech platforms plus how to get on the radar and mindset of media planners and buyers.
Partha Sinha, President, Times of India Group
REPOSITIONING. How do we compete against the big tech platforms? Hope do we structure for such? How do we rebuild our tech stack to regain share of online advertising?
Consumer attention is fragmented and scarce. Advertisers and media owners are now working in the attention economy. Hear how News Corp Australia is delivering the guaranteed, high quality attention of their audiences to advertisers to drive business outcomes.
Suzie Cardwell, General Manager Data & Ad Product, News Corp Australia
Kasper will present why and how Ekstra Bladet is working to develop responsible AI systems that will create value via among other things contextual advertising. Ekstra Bladet’s approach involves in-housing of the design of machine learning systems and deep partnerships with universities, as part of the Platform Intelligence in News project. The effort is part of Ekstra Bladet’s "path to freedom" from the tech giants which has also included the launch of a proprietary first party DMP (Relevance) and analytics platform (Longboat), and a complete ban on Google Analytics.
Kasper Lindskow, Head of Research and Innovation, Ekstra Bladet
Joanna Balowska, Director of Sales & Ad Products Development, Agora
Supported by
REVENUE. What now constitutes advertising (new ad formats, sponsored/branded content, e-commerce etc). Which is optimal? Do we even consider our own content studios? What tools can assist us? What exactly is effective programmatic advertising and is it all about dollars or cents?
How does the studio operate and how does it fit into the advertising ecosystem.
Tracy Day, Managing Director, Creative Studio and Ad Innovation
Sean Stanleigh, Head of Content Studio, The Globe & Mail
Katherine Scarrow, Content Studio General Manager, The Globe & Mail
How has data science and journalistic expertise combined to create the best branded content campaigns for advertisers? Mark Field of Reach plc in London will share the secrets of highly targeted and effective advertising opportunities. How does Reach uses it's data tools to help produce award winning branded content campaigns?
Mark Field, Director of Client Strategy, Reach plc
Hear how Sweden's largest news media outlet implemented embedded e-commerce as a new way to drive revenue and build customer loyalty among its readers.
Daniel Britz, Digital Growth Manager at Aftonbladet, Schibsted
Hear an explanation of the fundaments of programmatic and why publishers may have an array of strategies for effective monetisation. Brian will also detail how his company changed their programmatic strategy, implemented the latest in ad tech and built a new programmatic product which ultimately led to record revenue & advertiser performance.
Brian Sheehan, Head of Digital Innovation & Strategy, Mediahuis Ireland Group Limited
