The INMA European News Media Conference is where European media executives gather for a passionate and creative look at the changing revenue and brand dynamics impacting the relationship between content and audiences. This year, there’s a special emphasis on how tech (innovation) can help the media in their growth strategy. Learn the latest from European media companies in this 49th annual event.
Welcome Reception to the Media Innovation Week
Enjoy a drink and canapés with old and new INMA friends at the old Irish Times building in Fleet
Street. Now called Medley, it’s a super-stylish and cool private dining and party venue in the heart
of Dublin.
Welcome Coffee and Breakfast Snacks
Grab your badge, your morning coffee and mingle with fellow participants before the 9 o’clock
kick-of the 49th European News Media Conference.
Kick-off to the 49th European News Media Conference
Innovators, Visionaries, and Value Creators
Amid a new
pandemic, we now see the very important role our media
play in the Covid19-times. Schibsted’s news media have seen huge amounts of traffic to all of the
websites as well as a very high conversion rate to digital subscriptions.
Siv (Juvik)
Tveitnes,
Executive
Vice-President News Media, Schibsted
The Way the Cookie Crumbles: Publishing in a Post-Cookie
World
How to deal with continuous browser changes.
Importance of logged in users in a “post-cookie world.”
There is a major shift happening in the online advertising world. If you're a Firefox or Safari
user, you will already be aware of it. Firefox and Safari now block third-party cookies in their
browsers. So, what will happen if other, more popular, browsers follow suit? The answer is simple:
the programmatic advertising landscape will crumble into a wasteland. If we don't start thinking
about this soon, publishers, brands, and marketers will find themselves standing in the middle of a
pile of smoking debris, wondering what just hit. Here’s what we can do to prevent this.
Slaven Mandic, Advertising
Director Mediahuis
Nederland, The Netherlands
JP/Politikens Hus Launch Platform to Address Third-Party Data
Blocking
In response to increasing limitations placed on the sharing of third-party user data, Ekstra Bladet
and its publisher JP/Politikens Hus developed the Relevance platform, which enables media agencies
and advertisers to reach their target audiences on mobile devices despite third-party data-blocking
in Safari and other browsers.
Signe
Skarequist, Director of
Digital Sales and Ad Tech, JP/Politikens Hus
Networking & Coffee Break
The New Way of Targeting Content and Advertising
Xavier - A Personalisation System
A traditional tabloid
newsroom
has different needs than a revenue-driven commercial department. But at the end of the day they both
want the same things:
Due to a growing need for good data, privacy and GDPR, and a techno-optimistic organization, Aller Media took matters in their own hands and made Xavier, a solution that allows them to personalise any part of their sites in real time, based on the user’s behaviour and guided by editorial or commercial needs. They track, store and process their own data, and have full control of the core parts of their systems. Showing the right content without wasting valuable space means balancing a combination of editorial needs and automation, both working toward increasing user engagement. Aller Media, Norway
MH Data Studio
In June 2019, Mediahuis launched MH Data Studio, a dedicated team of data-scientists. By combining
and using all the expertise and knowledge about Mediahuis’ readers, MH Data Studio aims to create
qualitative audience segments that generate better and more relevant campaigns. The reader gets to
see relevant ads and the campaign results of the advertiser benefit from it. This way, Mediahuis
strives to be 100% client-centric, both towards its surfers as towards its advertisers.
Mediahuis, Belgium
Bonnier’s Continuous Scroll: Combining Storytelling with New
Technology
Continuous Scroll was born out of a wish to find new ad spaces as this commodity was starting to
become scarce on its fully booked start pages. The implementation of this tool resulted in new ways
to bring in more customers with increased sales for both Bonnier News Brand Studio and its
publishers. The development of the tool also contributed to closer collaboration with the editors,
as the development work provided new lessons which both the editorial and commercial side of the
business could benefit from.
Bonnier, Sweden
What Machine Learning and Neural Networks Have To Do with
Iltalehti
Alma Media's Iltalehti has developed a content management system that tells its journalists how many
people will read their stories before they are published – investments in machine learning and
predictive analytics that are paying off. The neural network that makes the predictions is based on
50,000+ published articles. Learn about next steps: timing of stories and how stories perform behind
a paywall.
Iltalehti, Alma media, Finland
Lunch
Is Audio-first the new Video-first?
How Spotify Masters the Art of Audio
Subscriptions
Spotify is a subscription-based digital music service that gives you
access to millions of songs. They were the first to master the art of digital subscriptions long
before news media or Netflix came even close. Learning subscriptions from a company outside the news
media industry.
Name to be confirmed, Spotify
Podcasts Wall of Ouest-France
Ouest-France has 40 original programmes and more than 2,450 podcasts on its platform. Per month, it
receives 450,000 plays; one year ago, that was just 100,000 plays. Ouest-France’s audio-audience is
growing fast. Learn how they created a strategy for growth.
Ouest-France, France
Zetland's Shift to Audio (-first)
Zetland’s mission is to make it easier, more convenient, and more appealing to follow world events
through a less-is-more approach that focuses on carefully curated, quality journalism. However, in
2017, during their sophomore year as daily digital newspaper, they noticed members were struggling
to find the time to read the long-form articles during a busy daily life. Zetland’s podcast
journalism was born. Hear how they managed to battle churn with their new audio strategy.
Zetland, Denmark
BBC News on Smart Speakers: “Alexa, Give Me BBC News”
Voice technology will undoubtedly change how people get their news, what they expect of it, and what
they want from providers like the BBC, which is why we’re taking it seriously. The interactive BBC
News service is the result of months of prototyping, regular user testing and iteration.
BBC News, UK
VG News — A Unique Multifunctional Product
The VG team made the bold statement that they wanted to create a product that was ahead of
technology. In coming years, smart speakers will probably play a huge part in people’s daily lives.
To maintain VG’s position as the No. 1 destination for news in Norway, they believe it is crucial to
stay ahead of technology and provide news on platforms people use or will use in the future.
VG, Norway
Break
Collaborations Across Departments, Competitors and
Countries
Dependent on IndependenceDuring
a campaign to celebrate Kleine Zeitung’s 115th anniversary, the aim was to reach out to existing as
well as potential subscribers, with the intention to gain personal data. This multichannel campaign
was a collaborative effort between various in-house departments, which worked together to create the
texts, concepts, and visual features to be used in these strategies.
Styria Media Group, Austria
Pan-European Newsroom Collaborations on Investigative
Journalism
From football leaks to the Panama papers and other campaigns, the EIC has proven that large
collaborative projects across a continent can work. In a passionate plea, Stefan explains how and
why this works, and what the future may hold for European-wide journalistic collaborations amid
economic turmoil and health pandemics.
Stefan Candea, European Investigative Collaborations
Conclusions of the Day
Networking Reception
Morning coffee and networking with fellow participants
Revenue Diversification: What's Beyond Consumer- and Advertising
Revenue?
Licensing to Third-Party Players: A New
Business Model?
Is there a business in Apple News, Facebook, and other third-party
players to which news media might sell licenses for their content? What are the advantages? The
pitfalls?
Speaker to be confirmed
Digital Design: New Interfaces and User-Involved Creation
Are newspaper designers ready for the new internet? How can they operate in a
user-involved creation?
Stijn Vercamer, Digital Director, Mediahuis
What Publishers Need to Know Next About the Platform
Relationship
In this briefing for INMA members, hear about the priority issues in the
publisher-platform relationship and how the issues are being addressed across a global
landscape.
Speaker to be confirmed
Networking & Coffee Break
Engaging Customers & Community Building
Playboy: The Very Last IssueIn December 2018, “your weekend” –
Poland’s longest-running and most-read adult magazine, went up for sale on Poland’s eBay,
Allegro.pl.
With the help of Mastercard and BNP Paribas, Poland’s biggest and most liberal news portal –
Gazeta.pl – decided to buy it. They published the last-ever edition, promoting diverse narratives of
gender equality.
The campaign organically reached 4.5 million people and generated 25 million media impressions
(Poland’s adult population is 28 million), according to media monitoring services.
Gazeta.pl, Poland
Plant a Tree / Zasadi Drvo
Adria media group wanted to raise awareness on sustainability issues in the country, but also engage
people to take action in spreading the good news and participate in a one-day major event. The
campaign objectives were to:
Adria Media Group, Serbia
Content Mining with Topic-Modeling
Funke Media developed their own analysis to identify content topics which work well or less well,
whose output we should increase or review, in the areas of reach, paid content and retention through
full-text topic modeling of all articles. The methodology is based on various text clustering
techniques and finds finer topic groups than internal resorts, sections or tags allow.
Funke, German
Lunch
Best in Print: 3 Cases
World Record Print Ad by B.Z.The objective of this campaign was to find an
appropriate way to pay tribute to 50 years of Berlin Fernsehturm - one of the best-known landmarks
of Berlin - and find a perfect advertising fit. Last but not least: Along the way we got ambitious
enough for a world record.
BILD Gruppe, Axel Springer
NWZ-InsektenjahrIn print and online, NWZ called on readers to create
insect-friendly areas and to report the number of square metres of their insect-friendly areas in
the garden, on the company premises, on the edge of the sports field, or on the balcony. This call
was accompanied by a total of 31 weekly topic pages in the printed NWZ with tips on how to create
insect-friendly areas, with reports on the topic and information about and from the insect world.
The project addressed a current, relevant topic (save the planet and environment), encouraged
participation, promoted a sense of community among readers and users, highlighted developments and
successes, and delivered high-quality content.
Nordwest-Zeitung Verlag, Germany
Engaging Children in Print in the Digital AgeBørneavisen, a Danish print newspaper for children
aged 9-12 with 24 pages published every week, wanted to make an easily accessible online universe
for our readers to engage with the editorial content in the printed newspaper.
Børneavisen, Denmark
Media Outlook
Earl Wilkinson, CEO INMA
Conclusions of the Day
European News Media Conference Concludes