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Facts & 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.
Oma aikataulu

 

 

 

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?
  • The combination of creativity and tech understanding (possibilities) is going to get us further

  • Moving discussion from effectiveness to adaptive creativity: Using big data as tool for creativity.
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