Where the brightest startups and publishers meet to discuss storytelling, monetisation and productivity on Mobile.

Key topics

  • Storytelling on mobile
  • Monetising mobile
  • Utilising phone functions
  • Productive journalism on mobile
  • Innovative mobile cases
  • Mobile Web sites vs. mobile platforms vs. native apps

Ideas Day concept: 4 days, 4 cities, 4 topics

The time-friendly (and fun) Ideas Day concept by INMA involves:

IDEAS DAY Advertising Frankfurt, Germany March 11th, 2016 IDEAS DAY Mobile Innovations Google, Zurich November 4th, 2016 IDEAS DAY Audience Development Amsterdam, The Netherlands June 17th, 2016 IDEAS DAY Editorial + Newsroom Innovations Ekstra Bladet, Copenhagen November 22nd, 2016
  • 1 day
  • 15+ “Brainsnacks”
  • 7-minute presentations
  • No nonsense
  • To the point
  • Cover a lot in a little time
  • Grab and go
  • Great value for time (and money)
  • Practical
  • Fly in with 1, fly out with 15 ideas

What People Say About INMA's Ideas Days

  • “There is a lot of relevant news in the world concerning our business. INMA helps with the Ideas Day concept to get a quick overview what's hot and how we are situated in a fast-changing environment. Lots of ideas, quick overview, access to the presentations and the presentors to dig in deeper if it is relevant to us. That makes the INMA Ideas Days relevant for us. And as mobile is changing our world even faster I'm looking forward to the INMA Ideas Day on Mobile Innovations in 2016. See you there!”
    Harold Groenke, CEO Verlag Dierichs, Kassel, Germany

  • “I am pleased to recommend INMA's Ideas Days as a very effective learning and networking experience for Irish Times staff. The Ideas Days offer a broad exposure to a range of projects that are of immediate relevance to attendees and of strategic interest to our industry. The format is tightly focused whilst also allowing people to network and share learnings with their peers from other countries. The locations are easily accessible.”
    Liam Kavanagh, Managing Director, The Irish Times, Ireland

  • “I've experienced the INMA Ideas day in Berlin (2015) as a very inspiring day, meeting a lot of people with fresh ideas in a very short time! Being one of the speakers it was rewarding and helpful to give and get feedback and ideas on topics that are very relevant to our business.”
    Mathieu Halkes, Productmanager Digitaal, Financieel Dagblad, The Netherlands

  • “The INMA Ideas Day on Advertising gives advertising professionals a chance to get a great overview of current advertising trends and case studies in a very short time. Hearing contributions and cases in short, rapid fire form from around Europe is a fantastic opportunity to benchmark your own efforts and to look beyond the own context. I can definitely recommend the event and will attend again.”
    Benny Kerkhofs, Sales Director Regional Advertising Limburg, Mediahuis, Belgium

Contribute (and save!)

If your Brainsnack case study is selected for presentation by the Programme Committee, participate for FREE at this unique Ideas Day!


Get the how-to guide for a successful
Brainsnack Presentation


Friday, 4 November


Welcome by Moderator

10:15 - 11:15

Session 1

10 Tips for Your Mobile News App from the Google Playbook for Publishers

Google has published its “News Publisher Playbook: Secrets to App Success on Google Play”. Giving publishers tips on the best ways to take your content mobile, better engage with readers and find new ones. Participants will also get a free copy of the Playbook Guide, a specially printed edition for the occasion (normally PDF only).

Ignacio Ignacio Monereo
Android Apps and Games EMEA, Google, Ireland LinkedIn

A 24h-live ticker by Berlin‘s newspaper B.Z.

Objective: to create a new and effective tool for the most recent news of Berlin. This tool aims to provide the audience with local information about the city and beyond – immediately, anywhere, anytime. To ensure relevance, up-to-the-minute, B.Z. wanted to create a homogeneous flow of information on the mobile. They succeeded.

Carolina Carolina Munoz
Product Manager, B.Z. Digital, Axel Springer, Germany LinkedIn Berlin-Ticker

Startup Bigvu: A TV Studio in Your Pocket

Brands, Media and Publishers need to produce more and more videos to address their audiences on the web and on social networks. But producing video is expensive, requires time, dedicated equipments and crews. BIGVU is an end-to-end video production platform and an all-in-one pocket TV studio (teleprompter mobile app) allowing to scale video production without additional staff, turn social posts into stunning video sequences and anchor like a pro.

herve Hervé Muyal
Co-founder & VP Business Development, Bigvu, France @mojonewsroomLinkedIn

Startup EEYOU: Europe's Platform for Virtual Reality

EEYOU is Europe’s platform for virtual reality. The app aggregates unique VR content powered by European broadcasters, producers and independent talents. Content ranges from 360° video journalism, sports, TV shows, cinematic VR to fully immersive contemporary arts experiences. It's the Hulu for VR in Europe.

Leen Leen Segers
Co-founder and CEO, EEYOU, Belgium @leenus LinkedIn

11:15 - 11:45

Brain-, coffee- and networking-Break

11:45 - 12:45

Session 2: Engaging Readers Through Mobile Chat Apps

Using mobile chat apps to engage with readers. In this session you'll hear from 3 different news brands - Metro Belgium, VOL.AT, HNA - on how they are using WhatsApp to engage with readers; to attract young readers. And how 24sata in Croatia is doing the same but on Viber.

Kristien Kristien Bruyninckx
Marketing Manager, Metro, Belgium LinkedIn

katharina Katharina Stuckler
Head of Marketing, Russmedia Digital, Austria LinkedIn@kstuckler

Jessica Jessica Berger
Online Editor and Head of Social Media, HNA, Verlag Dierichs, Germany LinkedIn@bergerlinchen

Engaging Readers Through Viber: 24sata

24sata Vanja Prahic
Community manager web 24sata, Styria Media, Croatia LinkedIn@vprahic

From WhatsApp to Own Mobile App

The goal was to develop a mobile-only experience for millennial and younger audiences. Chat and messaging apps are the most popular category of apps in these age groups. Sanoma Media wanted to build on this. One of the objectives was to build an innovative revenue model based on coupons and events around community by building on positive results from a year-long experiment in delivering news over Whatsapp. Since that experiment, Sanomat Media have moved on from WhatsApp and created their own “chat app” that delivers news in a chat-like interface. — "Nyt Chat" won Gold at the Global Media Awards 2016 in the cateogry 'Best Use of Mobile'.

jussi Jussi Pullinen
News Editor, Helsingin Sanomat, Finland LinkedIn@jussipullinen

12:45 - 14:00


14:00 - 14:30

Tour of Google's Office

The Google office in Zurich is the largest Google office outside Mountain View; with 1000 engineers, called Zooglers (get it?😉). Get a quick view of this magnificent office buikding and get inspired.

14:30 - 15:30

Session 3

Startup Button: User-First Mobile Monetization

Button helps publisher apps and sites monetize by putting the user first. Button connects your app to leading commerce brands, earns you money and generates use loyalty. Smartphones are making it extremely simple to request and purchase almost any commodity, on demand, with just a few taps. Our technology makes it possible to surface these relevant actions in context in almost any app and to make a commission, at the tap of a Button.

Laura Laura Kreinbihl
Director of Publisher Development, Button, USA LinkedIn @button

Startup iTeleradio: Professional Tool For Creating Internet-Radio And TV

iTeleradio is the easiest way to create internet radio and TV channel for your website. It’s a cloud service for the implementation of Internet radio and Internet television to create professional media channels.

vladimir Vladimir Savelyev
Project manager, iTeleradio, Russia@vladimirsav

Startup KnowledgeFlow: Maximizing the impact of your organizational knowledge with a suite of smart online and mobile tools

KnowledgeFlow originated from a platfom built for Belgian retailer Aveve. They wanted a solution to share knowledge amongst their sales people that worked on desktop as well as mobile. KnowledgeFlow built a platform in which it is very easy to do this, both filling in the content and consuming it. Learn how your newsroom can benefit from this platform.

Leen Bruno Koninckx
Co-founder, KnowledgeFlow, Belgium LinkedIn @brunoKon

Google AMP: What Lies Ahead for the AMP Project?

Last year, millions of web pages suddenly got 4 times faster. The Accelerated Mobile Pages (AMP) Project scales the best practices collected by the web performance community to a wide range of content websites and combines it with content caching and embedding technology that enables instant rendering for web content. With 8+ months of AMP being used by consumers and about a year after AMP was open sourced, this presentation will look at lesson learned for performance optimization at web scale and at what lies ahead for the AMP project.

Laurence Laurence Kozera Foucault
Google Search Strategic Partnerships Development Manager, Google LinkedIn @amphtml


Wrap-up by Moderator


Well-deserved post-Ideas Day Drinks 😋


Conference Venue

Google Zurich

Google Zürich
Brandschenkestrasse 110, 8002 Zürich

Google's largest engineering office outside California; where Google engineers in Zürich (called Zooglers, get it?) have worked on Maps, Search, Gmail, Calendar and YouTube, as well as on core infrastructure. More information here.

If you want to stay the night, consider the beautiful boutique hotel next door to the Google offices. Alternative hotels, see here.


INMA's Ideas Day on Mobile Innovations will attract media talent from news media companies engaged with telling stories and monetising mobile.

See Who will Be There

As of right now




  • Kristien Bruyninckx, Marketing Manager, Metro- Mass Transit Media NV
  • Saskia Cuperus, E-Marketing Manager, Roularta Media Group
  • Phillipe Dautrebande, Digital Innovation Director, Les Éditions de L'Avenir S.a.
  • Bruno Koninckx, Co-Founder, KnowledgeFlow
  • Kurt Minnen, Digital Media Manager, De Persgroep Publishing NV
  • Leen Segers, Co-founder & CEO, EEYOU


  • Ivana Pavelic, Senior Project Manager, 24sata
  • Vanja Prahic, Administrator Social Networks, 24sata



  • Kaisa Aalto, Head of Development, Helsingin Sanomat
  • Miina Lange, Managing Editor at Alma Media Corporation, Alma Media Suomi Oy
  • Jussi Pullinen, News Editor, Helsingin Sanomat



  • Andrea Tobias, Director of Marketing and Distribution, HVG Kiadó Zrt


  • Jonathan Lundberg, Head of Digital Development, The Irish Times
  • Ignacio Monereo, Android Apps and Games EMEA, Google



  • Vladimir Savelyev, Project Manager, ITeleradio


  • Laurence Foucault, Google Search Strategic Partnerships Development Manager, Google
  • Herve Muyal, Co-Founder & VP Business Development, BIGVU
  • Florian Scholl, Head of Social Media, Ringier AG

United Kingdom

  • Ian Brogden, Online Editor, CN Group Ltd
  • Stuart Cooke, Digital Development Director, CN Group Ltd

Ready to add your name to the list?

Register Now


When is it?

Friday, 4 November

What is the attire?

Business casual: lose the tie, jeans acceptable, sneakers encouraged



How to get to venue

From Zürich Airport to Google
At Zurich Airport, follow signs for “Zürich Flughafen, Bahnhof.” Take the S2 towards "Ziegelbrücke" and get off at "Zürich Enge" (4 stops). From there, walk (about 7 minutes, 600 meters) to Google. Instruction here. Map here.

Alternatively, you can take a regular taxi or Uber. The address of the Google venue is Brandschenkestrasse 110, 8002 Zürich.

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.

Things to do


Supported by

Google Zurich


Flights to Zürich Airport

Nice flight map
See the 119 direct flights to Zurich Airport

Where to stay the night?

B2 Boutique Hotel Zurich
This beautiful boutique hotel is next door to the Google offices. See map here. Rooms available for INMA Ideas Day participants at CHF325/night (single use), includes breakfast, wifi and tax. Beware rooms are very limited at the B2 Boutique Hotel Zurich. To book a room here, contact the hotel directly

Alternative hotels in walking distance from Google offices (approximately 10 minutes on foot) are Engimatt, Hotel Ascot or Four Points by Sheraton

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.

Pricing + registration

Click below to reserve your spot at INMA Ideas Day on Mobile Innovations in Zürich

Before 1 October
After 1 October
Before 1 October
After 1 October
Before 1 October
After 1 October
Before 1 October
After 1 October

* Non-member-no-brainsnack price include one year of INMA membership

If you wouldd like to register as a group, we offer discounts for group registration of 4 people or more. Email Tom Corbett for details.

Register Now

Questions? Contact us


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