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
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.
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