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Data Analytics in Advertising
How news media companies utilise reader data and new research methodologies to fuel their digital advertising business is the focus of this Data Analytics In Advertising session. Hear about how The New York Times targets emotional context, how Amedia utilises subscription data for its ad business, and how DPG Media has launched its own advertising platform.
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Selling Advertising in a Changed Market: Best Practices
News media companies need to move from simply selling “advertising space” to “media solutions.” Learn how Helsingin Sanomat's new multi-channel product support ad sales across platforms and how a Hindu ad campaign for a chocolateer using insight-driven multi-media activations helped grow an FMCG category. Take a Ph.D. course on branded content from the USA Today Network. And learn more about JP/Politiken's Relevance platform, which helps advertisers with relevant advertising for relevant audiences in a relevant context.
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The State of Digital Advertising
Take a strategic look at what's next in advertising with an exploration of the state of digital media, how marketers and publishers are making more money by using less ad tech, how NRC Media research puts trust into perspective for advertisers, and how Stampen have renewed their advertising business and driven growth with new initiatives.
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Best Practices in Converting Subscribers
In this Master Class, we will review what successful publisher subscription operators are doing, how they re-think acquisition efforts when they hit a wall, and how to make smart, actionable decisions. Learn how to better integrate the newsroom into efforts to gain subscribers. Key themes for this module include: How to expose more readers to the registration or subscription offers; how to design friction-less check-out flows; and how to study and experiment with pricing.
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Best Practices in Driving Engagement and Consideration
Engaging users is key in keeping and gaining new subscribers. Themes for this module include: how to use high-interest events, such as the pandemic or election, to introduce your brand; how to grow your e-mail database and use this channel to educate readers about the product and help them build a habit; and how to experiment with different paywall models and set-ups to drive consideration?
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Best Practices in Audience Development
Understanding how publishers deep into their digital subscription journey spark new ways of attracting users is pivitol for improving your own outcomes. Key themes for this module include: where to find new users and how to attract them to your news Web site; how to grow direct visits, manage social media, optimise search, and invest in paid marketing; and how to activate print subscribers to use your digital product.
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Advertising Applications For Data Post Third-Party Cookie
This Master Class explores how the third-party cookie's pending disappearance is impacting what data gets shared with advertisers. We look at the emergence of creative audience segments, the place and role of contextual advertising, building automated precise data for advertiser performance, and how to close the gap with Facebook and Google.
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Audience and Content Applications for Data
In this Master Class we explore what steps need to be taken to get to true personalisation, best practices for authenticated audiences, how to creatively capture and use zero-party data, how to use data to design your products, and how to differentiate between subscriber and non-subscriber interactions and experiences.
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Data Strategies and Playbooks
Key themes include learning how to know what you want data to achieve for your company, where it resides in your organisation, and what KPIs or benchmarks to consider. We also look at how to democratise access to data, privacy and security concerns, and the practicalities of moving from where you are to where you want to be.
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Subscriber Flows, Launch Tips, Retention Best Practices
Subscriber experience revolves around moments of truth: when they want to find news, when they try to purchase the subscription, and when the time comes to renew. In this module, learn how to design the flows that help readers succeed using your Web site or an app and how to maximise the value of their subscription. Plus: let’s review how the paywall marketing and communication has changed over a decade. Case studies from The Guardian and El Mundo are featured.
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Customer Journeys, Subscriber Acquisition, KPIs, Benchmarks
Knowing your reader and how she makes decisions about engaging with your news product is paramount to understand her subscription journey and plan the ways to influence it. In this module, we will discuss the best practices in attracting readers to the site, increase the frequency of visits, and help them develop a habit of reading, expose to the right offers at the right time, all to convert them into paying customers. Case studies from Mediahuis and TechCrunch are featured.
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Paywall Models, Premium Content, Subscriber Engagement
When planning your digital subscription product, one must consider what's behind the paywall (your value proposition) and what's in front of the paywall. Paywalls are essentially a segmentation tool to filter out readers who have the highest willingness to pay. In this module, we will reveal, based on years of research, who's most likely to pay? And for what? Case studies from Schibsted and Funke Digital are featured.
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Predict the Future, Save Revenue Today
Reducing passive churn, identifying readers at risk of churning, and modeling propensity to churn are the focuses of this module featuring case studies from Telegraph Media Group, Business Insider, and Deep.BI. The module looks at predicting churn before readers even think of leaving, fixing passive churn so you never lose a reader by accident, and handling breakups gracefully but smartly.
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Engage Readers So They Never Want to Leave
How do you engage readers so they never want to leave? This module burrows deeply into this subject as we learn to orchestrate the early success of your subscribers, help readers create new habits, and nurture the value of your journalism and the experience. Learn from the Wall Street Journal about onboarding new subscribers using data, from Schibsted about engaging readers with personalised communications, and Gazeta Wyborcza on the role of newsrooms in developing habits.
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Know Your Churn to Strangle It
Subscriber churn can deflate all of the positivity from acquisition. This module looks at how to reduce churn by rethinking your funnel and shifting focus from the sale to a long-term relationship. The module also helps you understand the root causes of churn, how to properly measure it, and how to benchmark your churn efforts vs. hundreds of subscription news sites. Learn more about value nurturing from author Anne Janzer, churn measurement and analysis from Singapore Press Holdings, and churn-related benchmarks from Piano.
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News Media Outlook 2021: What To Expect Next
Everything literally did change in the COVID-19 shutdown: advertising evaporated overnight, digital engagement and subscriptions surged, employees shifted from in-office to work-from-home, cost structures and workforce structures changed, print as a platform came under new scrutiny, and e-commerce skyrocketed in importance. In this module, INMA aims to look on the other side of the pandemic and its economic ripple effects to identify the "new normal" for the news industry over the next 6-18 months. Hear from researcher and management consultant Lucy Küng, INMA's Earl Wilkinson, and leaders from Africa Community Media, Schibsted, Independent Media, and Gannett | USA Today Network.
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Business Model Innovation and Creating New Value
Before, during, and after the coronavirus pandemic, there have been stand-out news brands that could imagine value creation as something more than profitability. They re-thought their mission. They created new measurements of success. They were able to make space that allows new products and services to flourish — sometimes disconnected from the legacy business. Those brands broke during the COVID crisis with new products, new services, and new ways to engage their markets in the most chaotic environment possible. INMA presents the stories from five companies and their stories of innovation: South China Morning Post, Schibsted, News Corp Australia, Newsday, and Svenska Dagbladet.
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Brainsnacks: Quick Ideas You Can Apply Immediately
INMA's Brainsnack sessions cover a lot of ground in a short period of time on many subjects. In this module with 10 media companies, hear how video has transformed Expressen, how Rede Gazeta transformed digitally and adopted the 7/1 model, how Eenadu scales advertising solutions during the pandemic, how The Globe and Mail uses machine learning, how Ringier Axel Springer touts sustainable media, and Stuff New Zealand covers climate. Learn more about AFP's verification operations, Advance Local's text message services, Iltalehti's work with machine learning and neural networks, and print innovation at The New York Times.
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Building Brand and Community: How Will You Be Remembered
Did news companies need a pandemic-induced lockdown to remind us that we are at the center of the wheel in most communities? What has emerged are herculean efforts to save local businesses, create hub-and-spoke networks for restaurants, livestream community events, inject our brands into the emerging concept of digital socialising, and other concepts that make news media as community organisers indispensable. In this inspirational module, INMA surfaces 11 examples internationally of community programmes during the COVID-19 turndown — short-form case studies to emulate in your markets. Come away from this module inspired.
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The Content to Commerce Revolution
Publishers are upending the status quo with business model approaches that redefine value and shorten the runway between editorial discovery and the "last click." In this module, learn how media companies are ushering in the new revolution of "content to commerce," ranging from data-fueled bets on content experiences that drive engagement to Web sites that drive the last click to lifestyle networks to bets on personal finances and other growth projects. Dive deep into practical case studies from Times Internet in India, as well as the New York Times' Wirecutter, and News Corp's Mansion Global.
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Smart Data In the Shadow of the Cookiepocalypse
It's not enough to have the right technology and the right real-time data and the right staff to analyse and compartmentalise information. To make data work for media companies requires a new creativity. In this deep dive module, learn practical cases of how media companies are making actionable real-time data to change business outcomes: subscription sales and retention, advertising sales, audience engagement, and more. Featured case studies come from The Washington Post, JP/Politikens Hus, Amedia, Aller Media, and the Financial Times.
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Advertising In Crisis: Navigation and Uplift
With the COVID-19 lockdown came issues never before imagined: advertiser brand safety issues around coronavirus coverage, the re-making of restaurants as general stores and takeout enterprises, the need to support independent and local small businesses, re-thinking marketing messagaging to one of empathy and support, the reading of tea leaves to shift sales reps from collapsed accounts to rising accounts, where to place bets, how to reposition fourth estate media in the marketing mix, and so much more. In this module, INMA provide a just-in-time look at these issues and what the likely next steps should be for news companies in the remainder of 2020. Hear trends from Boston Consulting Group (BCG), Deloitte, and Prohaska Consulting, as well as case studies from South China Morning Post, Gannett | USA Today Network, The Irish Times, and Infoglobo.
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Subscription Experiences Amid the Surge: Opportunities
Amid the chaos of the COVID-19 disruption, publishers have experienced double- and triple-digit surges in digital traffic and new digital subscription starts. In this module, go behind the scenes of what's working and not working, when your content should be free or have a price tag, how to build a subscription model so compelling your customers will never want you to leave, and refining the news experience in the age of attention wars. INMA's Greg Piechota, author Robbie Kellman Baxter, and Zuora's Frank Ernst show emerging subscription trends during the pandemic. Meanwhile, hear from media companies like Dagens Nyheter, Singapore Press Holdings, Le Monde, and the USA Today Network that have generated the most new subscribers in the current crisis.
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Where News Media Goes Next After COVID-19
How do leaders and their companies prepare for deep uncertainty and complex futures amid COVID-19? Learn what strategic trends will influence business, media, and society after today's massive disruption. Learn to capitalise on the "trust moment" for media in today's crisis and how consumer time spent with media is shifting towards digital, phone, digital video, and streaming. Learn how marketing spending is likely to shift in the months ahead — in general among specific channels, and what we have seen in the past in these kinds of massive global meltdowns. Hear from futurist Ross Dawson, eMarketer's Geoff Ramsey, and design guru Mario Garcia.
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