Web Summit Dublin 4.-6.11.2014

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 :>

Tiistai 3.11

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.