Descriptions of lectures
Programmed to succeed
Can everybody succeed in personal and business life? What exactly is success? Which factors lead to it? How can managers motivate employees to do their best in a way that will contribute to the company's and their personal growth the most? The well-known Slovenian sport psychologist will try to answer these questions, based on case studies of successful athletes from region.
New business models and dangers of following the fashion
For many in legacy media, digital represents an enormous opportunity for audience development and new products. But the reality is that whilst the hype and pressures to focus on digital are enormous the business model is elusive. For ten years newspaper publishers worldwide have poured money and equally valuable, time and brainpower into digital with little growth, small revenue and no prospect of the revenue transition that is the ultimate objective. Using data from PwC, ZenithOptimedia, The World Bank, World Press, Byrne Partnership case studies and other reliable data sources Eamonn Byrne will explore the facts and the myths of the digital future, and suggest not only potential multimedia solutions, but a road map for development.
The secrets of social revolution
Speed of change highlights the social media revolution, which also has an impact on the whole world of media. Revealing “The Social Spring” Guy Abrahams promises to explain the future of social and showing effect of social on brand experience. Last but not least, he will focus on how to guarantee success and scale.
Future Forward: four trends that will change the online world
We are all digital story painters, but what will be tomorrow’s canvas? How will devices change? How will consumers have fun? And where, when and how is it best for our brands to speak to them? What does Microsoft have to offer to advertisers with its digital assets, will be presented by Béla E. Papp, director of Advertising & Online for CEE at Microsoft. He will especially underline the Microsoft's vision of advertising and online media future.
The efficiency of online advertising
Andrew Felbert, Ivan Jovanović
The nature of online advertising allows us the chance to deeply understand performance but in the past we haven’t done a very good job of making these capabilities work for us. The Nielsen representatives will show us how we are able to understand the effectiveness of brand based advertising online and use this information to become more efficient, but this requires organizational and attitudinal change.
Coca-Cola Liquid & Linked
New age requires new ways of communicating with our consumers. Coca-Cola’s Liquid & Linked concept – always on conversation is all about that. Are you ready to find out how Coca-Cola is implementing new engagement model and to discover their new media investment principles? Nataša Djurdjević will show you how the giants are doing the business.
21st Century transmedia publishing, content and brand convergence
Audiences are moving to multiple platforms. Advertisers should follow. But it is easier said than done. We have all the technology we need; we just need a mind shift: focusing on a consumer instead of platform is simple but efficient advice Tom Bowman is going to give to you. What BBC learnt from the Olympics, as a brilliant showcase on how are they building new advertiser experiences.
Ambush marketing: Marketing opportunity or business liability?
The phenomenon of ambush marketing is slowly, but progressively coming to the region. Is ambush marketing an inacceptable advertising approach or an appropriate creative solution? When and how can we profit from the activities of ambush marketing and when can it damage our business? Marketing, PR and law aspects of ambush marketing in the region.
Social marketing 360
Social media can help extend and amplify your marketing when integrated into your planning process. Consumers' expectations are constantly rising and they are setting the agenda for where and how brands need to communicate. By understanding our customer's behaviours we can deliver better and more effective experiences of the brand in every medium. Your social strategy can complement and amplify your communications at every stage of the consumer journey, delivering awareness, brand affinity, engagement and also ultimately to drive sales. Social is now a key strategy of the majority of the leading Fortune 500 companies, in this session Helen McGee will examine the core ingredients of their success you can take away today.
Recent trends in digital advertising throughout Europe
Digital advertising has changed rapidly over the last few years. Changes are fast and furious; what worked yesterday does not necessarily works today. Interactive Advertising Bureau (IAB) Europe has a lot of data that will show us exactly what is going on right now on European web and what kind of advertising works and why. Have you always been wondering which ad format on the web is the most powerful and if size really matters? Do you know how consumers are reacting to different types of ads and how powerful the call for action should be to build up clicks? All these secrets and latest European trends will be revealed by Alain Heureux.
Panel: How low can we go?
Instead of stories, media are selling (out) centimetres and seconds, clients have accepted the game of extortion and decreasing prices, while media agencies are unable to defend their market position and monetize their knowledge. In this reality, the media profession is totally undervalued. Is this the price we have to pay for a (short-term) survival? Why does a majority of media think that they can take over the role of a media agency? Is this role replacement game really good for clients and the future of brands? Will media agencies of the future calculate the ROI of campaigns together with their clients or they will only be preparing media plans and doing the paper work? Are you interested in the future of media profession in the region, as viewed by our guests?
Can the selection of media influence your customer portfolio?
Imagine a successful budget brand, with limited available investments, whose target group is way over 50 years old, trying to rejuvenate their customers portfolio. How to do that? With brand rejuvenation? Media selection? Redefinition of key touch points? Clear differentiation in communication? Find out, how Sava, leading budget brand in Goodyear's brand portfolio is successfully targeting new customers in a modern and effective way.
Different media platforms – same consumers?
To satisfy the needs of their users, it is imperative the media know them well. Research already shows that the total is more than the sum of individual parts – users are moving from traditional to modern forms of media usage and also transfer among the latter, which consequently means, that they often use our medium from several different platforms.
The potential for reaching new and new users is expending and we can take advantage of that. At Mediana, they already know the answers to several questions regarding the new habits of media users – who are the exclusive users, viewers or listeners over the traditional platforms, how many of them combine different methods of following the media and who are those who no longer care about traditional platforms. By enabling insight into this topic, media planners will gain a better understanding of new media landscape in the region and their decision making about future investments will be made easier.
On the threshold of changes
The personalisation of technology and the interactive behaviours it encourages are redefining Out of Home advertising’s role. Outdoor was once a “notice and do” medium, now it’s a “think and feel” medium too, triggering interaction and launching experiences. Where are the boundaries of future industry development ?
Behavioural economics: how to turn human understanding into business advantage
Humans are influenced in our daily behaviour not by rational decision-making but by multiple conscious and sub-conscious factors such as priming, framing, anchoring, copying etc. We are now able to drawn some conclusions for advertising market that can help us turn human understanding into business advantage for our clients.
The future of Mr. Rating – a peak into developing measurement solutions
The phrase “TV anytime, anywhere” has become our reality. The convergence of different digital platforms combined with wireless technologies such as wi-fi and the wide availability of new consumer devices such as smart TVs, tablets … allow viewers to watch TV content in totally different ways. Emerging landscape poses new challenges in terms of TV audience measurement; although not all the trends have the same priorities given their impact on total viewing. Maxim Ryabinko will focus on two of them, channel fragmentation and viewing on new screens, and the measurement solutions Nielsen is proposing for them.
The myths and reality behind second screen
British media expert Fran Cassidy will expose the myths and truths about second screens. She will examine the consumer behaviour in the comfort of their own living rooms, how are they using different smart devices, when and why do they use individual device, especially smart phones and tablets. She will present some up-to-date studies and trends, as well as common misleading’s about second screen by media and marketing experts. She will also try to answer, if and why the expectations of advertisers are too big.
The total reset of marketing, branding and media – are you ready for the future?
Powerful technologies and a significant personal habit changes are impacting societal, economic and political developments. Marketing is following media/content as the next big arena for change – consider what has happened to music, film/TV and newspaper industries and then extrapolate on what will happen to marketing, branding and advertising in nearby future. Integration of media and communication channels (online-offline, augmented reality, responsive design, social TV), problems and challenges of editing, distribution and monetizing media content are just some of the challenges in the industry. These are also some of the topics that Gerd Leonhard will touch on; showing examples from around the globe and presenting future scenarios that will become reality quicker than you might think.
WAVE6 – The business of social
Wave, which has been tracking social media trends and progress since 2006, is the world’s largest and longest-running study of its kind. WAVE6 addresses some of the challenges brands face when developing social strategies. Social media provides brands with a wealth of communication opportunities. But whilst many marketing teams have been quick to set up a Facebook page or Twitter account, few are taking full advantage of the vast amount of options out there. The study covers a vast range of topics, from the impact of different devices to the evolving role of brand websites, highlighting relevant business case studies along the way. Biljana Kolaković will present data for region and the rest of the Europe.
The future of media and marketing communications: engage consumers!
There are three levels of activation: the receipt of the message, spreading of the message and the creation of the information. All three are becoming a necessity for us to understand if we want to co-create the advertising future. Classic advertising models are long gone. Steven Van Belleghem will guide you through data and best practice in order to give you an insight on how to achieve a long-lasting consumer involvement through combining classic and social media.