Newspaper & Mailroom
Where is Advertising Going Next?
Friday 26. February 2010 - Adam Smith, who writes the influential "This Year, Next Year" research series for Group M, caused a stir at the end of last year when he revised his advertising forecast upwards for the first time in 18 months.
“Both 2009 and 2010 are looking slightly better than we imagined six months ago,” he said at the time.
But where is advertising going next? Mr Smith, the Director of Futures for Group M, which is owned by Martin Sorrells WPP Group, will discuss the intentions of the major brand advertisers and agencies at the 20th World Newspaper Advertising Conference, to be held on 4 and 5 March next in Copenhagen Denmark.
Mr Smiths presentation will focus on what advertisers and agencies might do next: how much they intend to spend, where they will spend it, and when.
There is still time to register; full details are available at www.wan-press.org/advertising2010.
The conference, organised by the World Association of Newspapers and News Publishers (WAN-IFRA), will draw hundreds of advertising directors, publishers and other senior newspaper executives to Copenhagen for what has become, in two decades, the premier international conference for newspaper advertising executives.
The conference will focus on research and strategy for ultra competitive markets. Other speakers include:
Geoff Tan, the Senior Vice President and Head of Strategic Marketing for Singapore Press Holdings, known for championing creative and unusual advertising options in newspapers.
Jan Rezab, a leading expert on mobile advertising, mobile marketing and brand placement and founder of HungryMobile, which specializes in mobile research, strategic product planning and mobile application development. He will provide some of the growing number of stories of newspaper money making in mobile.
Roman Gallo, the founder of one of the most talked about hyper-local newspaper projects in the world, the Nase Adresa in the Czech Republic, which pioneered the “newscafe” concept in which newspaper staff are deployed in cafes to stay close to their readers and advertisers.
Matthew Dodd, Vice President for Research & Analytics at Nielsen Onlines EMEA, who will discuss consumer behaviour and the impact on potential advertising revenues.
Belinda Beeftink, Associate Director for Media Research at the Institute of Practitioners in Advertising in the United Kingdom, and Stuart McDonald, Head of Advertising Insight for News International Commercial, who will discuss integrated audience measurement tools for print and online.
Christian Linnelyst, Marketing Director for SAS Scandinavian Airlines, who will provide an international brand advertisers perspective.
Annelies Van Den Belt, Group CEO of Russian-based SUP Fabrik, an online media company that includes an online sales house which sells both Russian and foreign media sites including Yahoo, the BBC, and a number of newspaper sites. Ms Van Den Belt, who is the former digital media director for News International and new media director for the Telegraph Group in the UK, will participate in a session that provides an economic outlook for advertising, and will also co-chair the conference.
Moritz Wuttke, CEO and Founder of NextMediaInitiatives, based in China and Switzerland, and the former CEO for Publicitas in Asia and China, whose presentation will focus on the impact of Google and Yahoo on the online advertising market and what publishers can do to increase their online ad revenues.
Ross Biggam, the Director General of the Association of Commercial Television in Europe (ACT), who will present lessons and advertising strategies from the television industry as it undergoes transformation in the multimedia age.
Mark Rix, CEO of Associated Newspapers Dubai subsidiary, Catchpole Communications, the publisher of 7 Days, and former Managing Director of MEN Media Ltd. in the United Kingdom, who will take part in a training and development panel discussion. Other panellists include Eamonn Byrne, Business Director at WAN-IFRA, Mr Paustian, and Ms Van Den Belt.
Martha Stone, Director of the WAN-IFRA Shaping the Future of the Newspaper Project, who will present her research on what makes the best advertising departments successful. She will also present a special report on the best practices of WAN-IFRAs 18,000 members worldwide in a global scoop and presentation of The Virtual – Worlds Best Advertising Department.