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May 24

8:30 a.m.
Registration and welcome coffee

Doors open to the Westin workshop room at this time. Pick up your badge and registration credentials for World Congress in advance of the workshop – and network with peers with a welcome coffee.

9:00 a.m.
Welcome and introductions

The emerging playbook for digital advertising with a focus on trends and revenue-generating case studies is the focus of this half-day workshop curated by Advertising Initiative Lead Mark Challinor.

9:05 a.m.
What you need to know now about digital advertising in news media in 2023

What trends can we expect to see in the next 12 months? What do ad industry experts say? Which areas can help us find success in advertising? How do we generate new revenue streams?

Advertising Initiative Lead, INMA, United Kingdom

Mark Challinor

9:20 a.m.
What’s next for branded content

Branded content has seen a meteoric rise in media companies the world over in recent years. Now that it’s well established, what's next? Tracy will share what Canada’s national media group are doing to lead the way. Something to take back to your company?

Managing Director of Ad Products and Innovation, Globe & Mail, Canada

Tracy Day

9:45 a.m.
Sales metrics, ROI, optimising CPMs: What should we be using?

What are the best ways of measuring our efforts? Steve will cut through the confusion and advise what works for his company which also might work for you.

Group Commercial Director, Stuff, New Zealand

Steve Hutton

10:10 a.m.
Digo Hispanic Media

10:30 a.m.
The importance of a robust sales strategy

Creativity, insights, and close relationships with advertisers are all crucial elements that drive revenue for media ad sales. However, without an underpinning strategy at the heart, we are not as effective as we should be.

Vice President, Digital Sales Strategy, Philadelphia Inquirer, United States

Lauren Amato

10:50 a.m.
New ad products and formats: From audio to video to multi-channel offerings

For many years, Folha de S.Paulo has led the way with the most innovative and creative print advertising campaigns for his clients. Now, as the company moves to digital, what can the news brand tell us about new digital ad products that advertisers love and really want to buy?

Chief Commercial Officer, Folha de S.Paulo, Brazil

Marcelo Benez

11:15 a.m.
Using first-party data to create better UX for advertisers

How do we use our own first-party data wisely and effectively with our sales teams? How do we exploit it to our benefit by using the segmentation and insights we glean with our advertisers? Learn what the Irish Times is doing in this space.

Media Solutions Director, Irish Times, Ireland

Eimear Moran

11:40 a.m.-12:00 p.m.
Summary and what’s next in the INMA Advertising Initiative

Mark will summarise this morning’s session and add his thoughts to what we should focus on next. Plus, get a quick update on what is to come with INMA’s Advertising Initiative and how you can get involved.


Ready to attend World Congress?