10th Digital Innovators’ Summit

VON Dr. Wolf SiegertZUM Dienstag Letzte Bearbeitung: 23. März 2017 um 21 Uhr 45 Minuten

 

Der Versuch, den Verlauf der Veranstaltung von einem festen Punkt aus festzuhalten und zu kommentieren, musste schon nach dem Mittag des ersten Tages aufgegeben werden. Stattdessen finden sich hier nachfolgend vereinzelte Notate und Snippets, aber keine kontinuierliche Berichterstattung.

Zu viele verlockende Angebote, zu viele Gespräche mit Menschen, die Dich wiedererkennen aus früheren Jahren und den Dialog mit Dir pflegen wollen.

Und: Viele Möglichkeiten, auch Interviews zu führen, die an diesem wie auch am zweiten Tag geführt werden konnten. Und die dadurch noch eine ganz besondere Bedeutung gewinnen, da das Thema "Voice" gleich mehrfach als DER grosse Trendsetter für die nächsten Jahr benannt wurde.

So auch die Kernaussage am Ende des Gesprächs mit dem langjährigigen FIPP-Chef Chris Llewellyn das im Eintrag vom Vortag nachgehört werden kann.

Und in der Presseaussendung zum Abschluss der Veranstaltung, wird der VDZ-Hauptgeschäftsführer Stephan Scherzer in dem VDZ Sondernewsletters mit den Worten zitiert: "Aus Visionen sind Trends geworden und aus Trends Geschäftsmodelle. Mobile, Video, Messaging Apps, Chat Bots und vor allem sprachgesteuerte Systeme sind die Themen die man im Auge haben muss“.

Hier an dieser Stelle können Sie ihm in dem nachfolgenden Interview zuhören:


© Ole Bader

Beindruckend nicht nur das Interview, sondern die gesamte Fallgeschichte, die Srinivasan Balasubramanian in seiner Präsentation (s.u.) entfaltetet hat

immer auch in Bezug auf sein Team, mit dem er hier auf diesem Foto, als zweiter von links, zu sehen ist:


© Ole Bader

Und. Das Beste zum Schluss: Das Gespräch mit Christian Hanke, Partner bei Edenspiekermann:


© Ole Bader

DAY TWO

09:05-09:30
Strategy
The epic battle for consumer attention in a digital world

 [1]

Geoff Ramsey, Chairman and Chief Innovation Officer, eMarketer, USA

— Mit dem Verlust der Vertriebswege gibt es auch einen Verlust bei dem Zugang zu den Revenuequellen, die über Werbung generiert werden. Daher müssen sich die Verlage mit den Agenturen und Werbern zusammentun, um ihren Anteil an den Gewinnen wieder zu gewinnen. Dafür sei auch Native Advertising eine der Antworten.

— Gute Geschichten erzählen, Probleme lösen, unterhalten... diese Aufgabe muss von den Verlagen immer wieder in den Vordergrund gestellt werden.

— Die dritte Säule, wieder erfolgreich zu sein: das Vertrauen. In die Marke des Verlages und seiner Produkte. "Transparency = Trust". Aber: "Familiy & Friends" sind die wichtigste Quelle für das Vertrauen. Danach kommen die Meinungen von Nutzern in den Online-Medien. Erst danach kommt "Editorial Content" - und dieser liegt ungefähr gleich auf mit der Bewertung von TV-Anzeigen.

— Nach dem Internet wird AI (Artificial Intelligence) den Markt nochmals massiv beeinflussen. Und dazu kommen Voice Recongnition und Bots... und diese Entwicklungen werden in Zukunft die Apps ablösen. VR und AR werden nicht dazu gehören, aber kein "significant marketing channel" sein.

All das bedeutet: Werbung allen wird nicht die Zukunft von Qualitäts-Journalismus garantieren. Was kann alternativ von Bedeutung sein? Die ausserordentliche Qualität des Angebotes.

09:30-09:55
Strategy
What publishers can learn from the music industry

 [2]

Arnaud de Puyfontaine, CEO, Vivendi, France

"Content is trend" - diese Aussage ist auch heute immer noch zentral, so der Vivendi-Boss. Diese Aussage wird von einem Promo-Video unterstrichen, in dem alle grossen Brands der Gruppe nochmals vorgestellt werden.
Provision: Es gibt mehr Platz in den Consumer-Märkten als je zuvor (Dailymotion)
Access: Wir können jeden überall erreichen.
Personalisierung: Die Format-Auswahl ist von grosser Bedeutung. Die Empfehlungen sind von hoher Bedeutung.
Aggregation: Die Inhalte können auf diesen Plattformen neu gestaltet werden.
Communitiy: Eine neue Welt der Kooperation wird entdeckt...
... "we have no choice but to adapt. Digital distribution is now a must" - das hat die Musik-Industrie gezeigt mit Flat-Rate-Angeboten.

10:00-10:25
Atrium Stage
Audience Engagement
Using Virtual and Augmented Reality for Immersive Journalism

 [3]

Jamie Pallot, Executive Director and Co-Founder, Emblematic Group, USA

Immersive VR wird die Zukunft des immersiven Journalismus sein.
— Photogrammetry - erlaubt ein beglehbares 3D-Foto
— Volumatric Headsets - VR wird erschwinglich
— Interactivity / agency - Beispiel zeigt schon heute Google-Daydream
— Unsergenerated VR - kann jetzt schon mit dem Smartphone generiert werden
— social VR - man kann sich gemeinsam mit Freunden im VR-Raum treffen.

Nach VR-Daydream wird es die AR-Anwendung in Google-Tange geben.

10:00-10:25
Mitte Stage
AEMII & Future Media Lab session: Strategy
Why publishers should think twice before outsourcing their future

 [4]

Grzegorz (Greg) Piechota, Research Associate at Harvard Business School and 2016 Nieman Fellow, Poland and USA

10:00-10:25
Lichthof Stage

Content Recommendation & Monetisation
Ströer and Taboola: How publishers win
on the open web

Robert Bosch, Chief Marketing Officer, Ströer Media, Germany

Jon Westnedge, Managing Director, Director FR & DACH, Taboola, UK

10:25-10:50
Atrium Stage
Content Strategy
Balancing destination site and distributed content strategies – what data tells us

 [5]

Sachin Kamdar, CEO and Co-Founder, Parse.ly, USA

Mehr als 40% des Datenverkehrs wird allein über facebook gesteuert. "Homepages are no more the main drivers..." - Aber diejenigen, die diese Seite nutzen, kommen erneut auf diese Seite zurück. Die durchschnittliche Verweildauer sind 30 Sekunden.
Das bedeutet 10-15% Conversionrate.

10:25-10:50
Mitte Stage
Predictive Insight
Predictive audience building for enhanced user monetisation

 [6]

Dr. Jürgen Galler, CEO and Co-Founder, 1plusX AG, Switzerland

10:25-10:50
Lichthof Stage
Strategies for a Visual World
Where to next for TV and online video
 [7]

Adam Poulter, Managing Director: EMEA, LatAm and APAC, Vubiquity International, UK

11:10-11:40
Atrium Stage

Monetisation Strategies
Panel: Where ad spend is going, and why

 [8]

Robert Bosch, Chief Marketing Officer, Ströer Media, Germany

Andreas Fuhlisch, Managing Director & Partner, Mediaplus, Germany

Dr. Michael Karg, Group Chief Executive Officer, Ebiquity, UK

Moderator:
Geoff Ramsey, Chairman and Chief Innovation Officer, eMarketer, USA

11:10-11:40
Mitte Stage
Audience Engagement
How to get your community back from Facebook

 [9]

Andrew Losowsky, Project Lead, The Coral Project at Mozilla Foundation, USA

11:10-12:00
Lichthof Stage

Masterclass
How editorial innovation really works
 [10]

John Wilpers, Senior Director, Innovation Media Consulting, USA

Srinivasan Balasubramanian, Managing Director, Ananda Vikatan, India

Hier im Interview im Nachgang zu seiner Präsentation:

11:40-12:00
Atrium Stage
Monetisation Strategies
How Bloomberg innovates at the intersection of media and technology to create new revenue opportunities

 [11]

Josh Rucci, GM & Global Head, Media Distribution, Bloomberg LP, USA

11:40-12:00
Mitte Stage
Audience Engagement
Mobile news alerts and the battle for the lockscreen
 [12]

Rasmus Nielsen, Director of Research, Reuters Institute for the Study of Journalism, Oxford University, UK

12:00-12:20
Atrium Stage
Monetisation Strategies
Innovating with digital franchising and cross-border expansion to drive revenues
 [13]

Soumya Sriraman, President BritBox, ex-EVP of Franchise and Digital Enterprises, BBC Worldwide, USA

12:00-12:20
Mitte Stage
Audience engagement
Do bots change everything?

 [14]

Laurie Benson, CEO, Upnexxt, UK

12:25-12:45
Atrium Stage

Monetisation Strategies
Challenges in a highly dynamic market and how to get publishers and media
agencies back to the future of advertising

 [15]

Johann C. Freilinger, Head of Marketing & Communications, SAP
Exchange Media, Germany

Kristian Meinken, Managing Director, Mercury Media Technology,
Germany

12:25-12:45
Mitte Stage
Magazine Media Innovation
How digital disruption fosters innovation and creates opportunities for Latin American publishers

 [16]

Agustino Fontevecchia, Chief Digital Officer, Editorial Perfil, Argentina

12:25-13:05
Lichthof Stage

Masterclass
Welcome to the future of ad management
 [17]

Michael Fischer, Managing Director, AdTech Factory, Germany

Duncan Smith, VP Media and Social, BrightGen, UK

12:45-13:05
Atrium Stage
Monetisation Strategies
Digital diversification and the search for new revenues

 [18]

Michael Isaacs, Director of Product Marketing, Vindicia, UK

12:45-13:05
Mitte Stage
Magazine Media Innovation
Capitalising on magazine media brands to launch a groundbreaking digital radio network

Learn how Spain Media leveraged its magazine media brands to launch a digital radio network the envy of others in Spain, with shows including Esquire, Forbes, L’Officiel, Official Homes, Robb Report and more.

Andrés Rodríguez, President, Spain Media, Spain

14:15-14:35
Atrium Stage
Content for a Connected World
Re-thinking content workflows for engaging audiences in a connected world

Gerrit Klein, CEO, Ebner Publishing Group, Germany

Es geht nicht mehr länger darum einen Artikel gut zu verkaufen, sondern darum einen möglichst effizienten Zugang zur richtigen Zielgruppe zu erhalten. Daher wurde ein sogenannter Content-Planer entwickelt.

14:15-14:35
Mitte Stage
Winning with Digital
Winning audience and revenues with data journalism

 [19]

Ole Petter Pedersen, News Editor, Kommunal Rapport, Norway

14:15-14:55
Lichthof Stage
Masterclass
How to unlock creativity in your organisation as a force for business growth

 [20]

Jamshid Alamuti, Former MD Berlin School for Creative Leadership, Germany

14:35-14:55
Atrium Stage
New Markets
Why digital companies should look towards China for innovation and learning

 [21]

Fabian von Heimburg, Co-Founder and Managing Director, Hotnest, China

Wir sollten heute ebenso oft nach China schauen wie in die USA. Dieses Land ist nicht länger ein "copy-cat-country". "China will come to you!" "China has still a huge groth potential". "China is an innovative market". In Artificial Intelligence AI, Fintech and mobile payments, social platforms (Wechat, the world’s most advanced platform), Electric cars (mit heute schon mehr als 70 Modellen), Online Gaming, Anti-pollution-strategies, Paid content platform revolution, recommendation algorithms, Connected Social Live Video and Commerce (Douyi, Momo, Panda TV, Weibo).

14:35-14:55
Mitte Stage
Winning with Digital
Turning a struggling print business into a digital success
 [22]

Ilkka Lavas, Serial Entrepreneur and Publisher, City Magazine, Improve Media, Table Online, EatAndTheCity, Finland

15:00-15:20
Atrium Stage
Countering Fake News
Strength in numbers: Combating misinformation, manipulation and outright fake news

 [23]

Jenni Sargent, Managing Director, First Draft, UK

15:00-15:20
Mitte Stage
Visual Storytelling
How online video helps publishers reach and monetise the mobile-social generation
 [24]

Maximilian Gall, CEO and Founder, TargetVideo, Germany

15:00-16:00
Lichthof Stage
Masterclass: Design Thinking
Design Thinking for editors and product teams: what we’ve learned and what to avoid

 [25]

Christian Hanke, Partner, Edenspiekermann, Germany

Hier im Interview am Ende der Veranstaltung:

15:20-15:40
Atrium Stage
Countering Fake News
Trustworthy social content – a valuable dimension to modern news reporting

 [26]

Rachael Kennedy, Senior News Journalist, Storyful, UK

15:20-15:40
Mitte Stage
Automation
These are the scenarios where automated journalism wins

 [27]

Wolfgang Zehrt, Consultant, Germany

Anmerkungen

[1

In a fragmented media world, where consumers migrate seamlessly from one interconnected device to another-often dividing their attention between multiple screens simultaneously-how does a brand marketer and publisher keep up? In this information-packed, high-energy session, Geoff Ramsey will paint a vivid picture of the new consumer journey, with a deep dive into their ever-evolving activities across social, mobile and video platforms. Balancing a global perspective with country-specific highlights, he will walk you through the important numbers, dissect the overlapping media trends, uncover surprising opportunities and provide a clear roadmap for the future of where media – earned, owned and paid – is going.

[2

Since 2000, music has been at the forefront of the digital revolution, experiencing a number of economic models, both legal and otherwise: piracy, peer-to-peer, downloading, streaming, live-streaming. During this time, music has undergone a transition from a product model based on property to a service model based on access. After some difficult years, the music business has now returned to growth. There are several lessons or publishers, and few are better placed to deliver them than Arnaud de Puyfontaine.

[3

Emblematic Group practices a new form of journalism that combines traditional reporting with emerging technology. This session will explore topics including ’walk around’, or volumetric virtual reality; augmented reality; and new data capture techniques like photogrammetry and videogrammetry, and how each can be used for powerful reporting on issues ranging from police brutality, to domestic violence, to women’s reproductive rights.

[4

Platforms have been taking over aggregation, distribution and monetisation of digital media content, and basically decoupled advertising from content production. Optimisation of content for platforms and relationships with them has become priorities for many media companies. Why do digital platforms engage audiences and advertisers better than products of legacy publishers? What’s the right strategy for news publishers: collaboration with platforms, competition, or both? And how do you maintain exclusive relationships with customers?

[5

Traffic to homepages is decreasing because readers are discovering content in other ways, including social media. As a result, publishers must decide between giving up control of their audience for more impressions on social media, or improving their homepages to help with monetisation. But new data suggests that the homepage can help to predict how articles will do on social media, making the case for simultaneous investment in distributed content and destination sites.

[6

Today’s world is often about learning more about your users and possibly building audiences for advertising platforms. 1plusX has taken these approaches a couple of steps further and uses machine learning techniques to define predictive audiences: groups of users that have a high likelihood to consume certain content (your content, partners content, etc.) and show defined interactions (sign up for service or trigger commerce transactions, etc.). This presentation will show related use-cases and give you an insight into the future of data-driven user monetization for publishers.

[7

New technology – from 8k to VR – and the increasing availability of data, especially in the developing world, are changing consumers’ entertainment expectations. Adam will explore how entertainment companies and operators are keeping up with these trends, and how they are able to appeal to the illusive Generation Z viewers.

[8

In this panel discussion, led by eMarketer’s Geoff Ramsay, leaders from the
agency world provide their perspectives on macro and micro advertising
trends and how these trends influence their thinking about media spend
in general and advertising spend with publishers’ content-driven brands in
particular. Find out what concerns them, excites them and what it means
for you.

[9

The Coral Project is a collaboration between Mozilla Foundation, The New York Times and The Washington Post. Its focus: open-source tools and practices to bring journalists and the communities they serve closer together. Nobody else should own your communities except you; in this session, Andrew will show how and why you can engage them effectively.

[10

From a collection of individual magazines each operating on its own and
with few shared services, Vikatan is transforming itself into an efficient,
integrated, 24-7, multi-platform, multi-media content creation team
feeding multiple print and digital publications with previously
unexplored depth and breadth of coverage with the richness of multiple
perspectives from formerly independent brands. We’re not there 100% of
the time every time, but we’re getting there.

[11

The media landscape has changed significantly in recent years and will continue to shift as technology impacts how we publish and consume content. Media companies have been pushed to evolve at an ever-rapid pace. In this session, Josh Rucci discusses Bloomberg Media’s distribution and monetisation strategies across a broad content and product portfolio.

[12

Mobile alerts are becoming a critical new way for publishers to engage the smartphone generation with news. Reuters Institute research finds significant audience demand for a wider range of personalised alerts. There is thus clearly an opportunity for growth. However, the research also shows that many consumers are extremely wary of having irrelevant alerts pushed to them on this personal device. Publishers face stiff competition from aggregators, social media, messaging apps and others, but mobile alerts, done well, provide a critically important opportunity for publishers to maintain a direct connection with users.

[13

The US market for SVOD services was estimated to reach $8bn by end of 2016, with 110 million subscriptions. Discover how to build a digital franchise that will withstand changes in the global market; expand the business into new territories, and increase share in the world’s largest media market?

[14

Chatbots are developing into a powerful medium for media. Laurie highlights how some of the top media organisations globally experiment with bots and explores the potential of AI.

[15

Last year (DIS 2016) SAP XM’s Founder and Head of Marketing & Sales,
Johann Freilinger, spoke about transparency, control and a broken value
chain between advertisers and publishers, causing severe budget
inefficiencies and losses in publisher revenues. A lot has happened in
between, and this year he will discuss with Kristian Meinken (Managing
Director Pilot) how SAP XM and Pilot work together in creating an
end-to-end media network in the cloud, which connects advertisers,
publishers and media agencies directly. Find out how this new media
network combines SAP’s best in class real-time technology in connection
with implicit media- and planning knowledge, and how media agencies
and publishers can plan their comeback with advertisers in the age of
digital transformation, artificial intelligence, and the Internet of Things.

[16

In this fascinating case study from Argentina and Brazil, Agustino shares how independent publishers such as Editorial Perfil innovate and transform business for a digital future. While most media companies have their challenges with the transition to digital, in Latin America digital is just one of many problems, including constant economic and political crises, restrictive labour laws, and more. But constraints breed creativity, and Agustino is here to tell you more.

[17

Hear from Michael Fischer, founder of The AdTech Factory and Duncan
Smith, creator of BrightMedia as they talk through industry trends,
challenges and how we can utilise technology to overcome them to be
more successful and profitable.

[18

It’s been a decade since the iPhone was launched; the move from print to digital is near mature and perhaps not as lucrative as hoped. So how can the modern media business further diversify to tap into new revenue streams outside of their core business areas? Vindicia shares lessons not only from experience, but from a number of workshops with C-suite media executives around Europe interrogating opportunities.

[19

Learn how Kommunal Rapport’s award-winning data journalism holds politicians to account, engages readers and provides strong digital revenue growth.

[20

Creativity has long been considered an inherent talent, rather than skill that can be learned. However, this is not the case. As Jamshid will show you, Creativity is a way of looking at the world, a certain state and perspective. The core components of creativity are made to break barriers, boundaries and rules and Jamshid has made it his work to study and discover how creativity can be an injection to enhance the corporate and business world. In this masterclass, Jamshid will focus on how different disciplines, from an old and future perspective, are merging and how you can utilise these forces to unlock disruptive creativity in your organisation as a force for growth.

[21

Historically digital media and advertising companies have been looking to the USA for trends and innovations. In this talk Fabian von Heimburg will argue that if media and advertising companies want to truly understand the user behavior of the future and see the adoption of innovative technologies and business models, they need to partially shift their analysis from the USA to developed "new markets" such as China. China already being on par with the USA in areas such as fintech, ecommerce, social networks and even artificial intelligence has a lot of surprising innovations when it comes to media and advertising platforms. From the widespread integration of paid content into platforms such as Wechat, the complete algorithmic personalization of media and news content to the explosive growth of live streaming and social commerce, publishers, media companies and advertising firms should take a closer look at China.

[22

In 2012, Ilkka bought the 30-year-old City Magazine Finland. It was facing a bleak future. Print revenue was declining and digital revenue was not a priority. He changed the course of the company by focusing on digital, using Agile and Lean Startup Methods to innovate and transform. Today, City Magazine has more than €3 million in digital revenue, up from 400,000 in 2012. He is further growing the business through acquisitions and innovating with new services.

[23

With partners such as BuzzFeed, CNN, The Washington Post, The New York Times, Google, Facebook and many more, First Draft has established itself in a matter of months in the forefront of the battle against distortion and fake news. With a focus in 2017 on elections around Europe, hear what First Draft and their partners are doing to combat the scourge.

[24

TargetVideo is a growing media company and video producer for the mobile-social generation. Learn how CEO & Founder Maximilian Gall is helping publishers to implement a sustainable video growth strategy, to reach millennial users with editorial video content, monetising them with video ad sales.

[25

Along with publishers such as The Economist, ZEIT ONLINE, NZZ, as well as various consumer brands, Christian successfully implements digital projects in media companies and introduces agile working to create useful products. Hear about what Christian and his team have learned in the process and find out what to avoid. Use this masterclass to share knowledge, compare experiences and to discuss how editors and product teams can implement design thinking.

[26

Eyewitnesses to breaking news events have never been more important to storytelling than now. With the growing interest in "fake news" and the increasing use of social media, publicly accessible content produced by bystanders can help give insight to underreported stories, provide a rawer version of events, and even be used as evidence to keep those in power on their toes. In this talk, Rachael Kennedy will discuss how Storyful journalists work to verify social content to ensure eyewitnesses are able to provide this extra dimension to modern news reporting, and also to prevent its client media organisations from being duped into accepting erroneous posts as facts.

[27

As an independent consultant, Wolfgang works with media clients across the spectrum interested in developing automated journalism partnerships with a variety of service providers. In this session, he will share in which circumstances automated journalism works, and how to think about its role in the overall content strategy for your brand.


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