The state of digital advertising for news media companies is the focus of this four-module master class from INMA's Advertising Initiative. Attendees will get an executive-level overview of what publishers need to know now about the digital advertising ecosystem, selling first-party fueled advertising amid a range of offerings, automation vs. human sales, and consultative selling, among other topics.
Coming soon ...
Examination of the agency vs publisher relationship: Is it broken?
Is it better to focus selling from in-house?
Is print part of the future sell?
New ad formats?
Should responsibility for commerce come under sales teams? What else?
Owned media vs bought, Who is best positioned to sell these? Should we focus on just what we know/own?
Becoming an in house agency. Case studies of success v cases studies of “keeping it “traditional."
Social media platform advertising. How do we feel about selling this? What is our response to it?
The future role of agencies. Is going direct to advertisers always optimal?
How should we structure our future sales teams?
How does WFH affect team functioning?
How should sales teams prioritise which formats/platforms to sell?
Use of data/audience segmentation (inc 1st party data and the cookie less future). Implications for sales teams?
Measurement. KPis for advertisers and in house alike.
Your registration includes the live presentation, the video recordings of the presentations, and the speaker’s presentation if they are willing to share.
Each module will be approximately 2.5 hours in duration. Each module will be held from 10:00 a.m. to 12:30 p.m. New York time (2:00 p.m.-4:30 p.m. GMT). Conducted in the Zoom ecosystem, you will have an opportunity to ask questions of all presenters.