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Panel
titleFacts & figures
  • Internet-teknologiaan keskittynyt konferenssi.
  • Vuonna 2013 10 000 kävijää, tänä vuonna myyty 20 000 lippua. Tapahtuma on ollut tasaisessa kasvussa. Ensimmäisellä kerralla 2010 osallistujia oli vain 500.
Panel
titleOma aikataulu
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Ma 3.11

Kuten kuvasta näkyy rekisteröityminen on nyt hoidettu etukäteen. Sain myös varmistettua kaksi haastattelua, joista molemmat näillä näkymillä torstaina. Huomenna päästään sitten tositoimiin :>

getting attention:

Leveraging experts -> critical thinking goes down when you're talking with expert -> story about using lab coat -> perception of expertise is enough

-> not your own company expertise

 

Blogs as a way to promote your expertise to kill the critical thinking

 

Reframing discussion:

Using different context 

 

New business model for news:

Emily Steele NyTimes

Tanya Crodrey from Guardian

 

-More people reading news than ever -> when bored turning to news

-Not one off-> variety of different models

-A lot of material gave for free -> we have to have this for free: mental model

  • Balance of advertising and new models
  • People pay for specialised content
  • The guardian: Goal not make money but to get more people get the guardian experience
    • Not just advertising can cut the costs-> we have jobs n stuff
    • Membership: Fysical relationship with readers events and such
      • Exclusiveness
  • Content you can make money on is easier to make money with: Sell with value proposition
  • Replication from print new model of creating money

  • People like good stories: it's just the way that stries are found that is changing

  • Aika lailla itsestäänselvyykistä keskusteltiin. Oli vähän pettymys ettei keskustelussa päästy syvemmälle

 

Programmatic advertising

Norman

 

  • Different defices
  • Lots of data: exponential increase
  • Lots of inventory
  • Programmatic uses this data to calculate
  • Mobile ad spending is going up: 70% in few years
  • Hypertargeteing: 
    • Do not base on assumptions people liking hiking one thing like another
    • Let's find more on data he does in internet
    • Multiple devices and multiple content merged to one: Data from all sources to feed the engine
  • Creative use of data
    • Using real time data
      • Changing advertising based on user preferences:
        • The hotel example
        • How fast you move in a car affects the complexity of a ad
        • -ads that are interactive with environment: The air from passing train moves hair
  • Panel discussion:
  • The absence of creativity in programmatic advertising?
  • Basic programmatic: Visit a shoe site, get shoe ads at website
  • What programmatic do for brand respect not just conversions
  • Programmatic is about efficiency: Less people to do more work Can we get past
  • Not just that rented real ester in web: How can we create an experience which leads to conversion?