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May 24

8:00 a.m.-9:00 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

9:50 a.m.
The power of digital: Trends and strategies for news media publishers and advertisers to reach the U.S. Hispanic market

Unlocking the power of digital advertising is crucial for publishers seeking to reach audiences effectively (specifically the United States Hispanic market in Digo's case). By understanding key trends and strategies, publishers can optimise their digital advertising efforts to better engage. From leveraging mobile and video advertising to using data and analytics to refine campaigns, these insights and best practices can help publishers unlock their full potential.

Country Manager Spain & Global Partnerships, Digo, Spain

Cayetano Chimeno

10:15 a.m.
The importance of collaborative internal partnerships

Creativity, insights, and close relationships with advertisers are all crucial elements that drive revenue for media ad sales. However, without defined collaboration practices across the organization, we are not as effective at reaching our shared goals as we should be.

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

Lauren Amato

10:35 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

10:55 a.m.
Can advertising trends create a catalyst for change?

Successful advertising strategy happens in one of two ways, we seek it or we prepare for it? Monitoring and adapting to changes in sales cycles, clients’ needs, and regulation are a must for successful sales departments, but can that information also provide key market trends and insights for the wider organisation. From the death of the cookie and the rise of first party data, to the fragmentation of the market but the need for trustworthy solutions and environments. How can these trends pave the way for a better future for news publishers whether they are focus on B2B or B2C reader revenue. Eimear looks at the evolution of the marketplace and how every challenge creates a possible new opportunity.

Media Solutions Director, Irish Times, Ireland

Eimear Moran

11:20 a.m.-11:45 a.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?