Media Hungary 2015 Eagles and ostriches May 2015 Hotel Azúr, Siófok

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1 Tuesday, 12 May Média Hungary is 20 years old! Presented by: Karas Mónika (President of NMHH) The two decades of the media market where did we start from, where did we get to, what did we achieve on our way? Large-scale presentation about the situation of the Hungarian and Central-European media, from the middle of the 90's to these days. What pitfalls did we manage to avoid in the past twenty years and what did we not manage? Where is the international and the Hungarian media market heading to in the coming years and how is it expected to change? What effects do international trends have in the Hungarian and Central-European environment? How does the relationship of content producers, television channels and program distributors change? How do consumer preferences and expectations change? What changes are brought by the strengthening of the OTT service providers? What new trends are coming up in the content market? Which players are in the best positions and who could lose the most? Presented by: Chris Dziadul (UK) Media 2015: which way is the European audio-visual content service provider market heading to? The effect of digitalisation on business models: how many channels and format does a modern content factory use for sales? Presented by: Bruce Tuchman (AMC Networks International Central Europe) New roles, old players. Changes on the program distribution market. Presented by: Kápolnai András (Antenna Hungária) Content first or profit first? Presented by: Mihók Attila (Mediaworks) Butterfly effect: causes and consequence. The effects of (apparently and actually) independent individual business and private decisions and steps sometimes add up and can result in unexpected consequences. In that sense, we are not only a part of the actual state, but also an artificer regardless of whether it is a question of economics or media. Presented by: Zsiday Viktor (Concord) Cooperating The everyday of economy and media. The media have a fear that it is considered by the world of business only as a PR platform. On the other side, the companies have a fear that media enterprises are only interested in advertising and revealing articles. Instead of the mutual suspicion, is it possible to accomplish cooperation between the two sides? Cooperating The media is capable to do a lot to strengthen the economy and for the general cultural development. Economy can support education and the quality improvement of media. Economy and media: shared responsibility! HEBC's insights based on annual national reports. Presented by: Jakab Roland (a President of HEBC, Executive Director of Ericsson Hungary) International experiences... Multinational companies, as the main customer of media and employer of superior media experts. Adapting to the changing environment, knowledge and skill: what are the characteristics of a successful employer in the 21st century? Presented by: Jean Grunenwald (Executive director of Nestlé Hungária) Responsibility of the economic players in the media ecosystem. Credibility, predictability not only in politics, but also in information. Information and being informed. What are the main sources of credible information? How information published by media affect investors' decision-making. Changing ICT in the 21st century: speed, time and information from the point of view of the three sides: media, consumer and economy as customer. Participants: Tanja Vainio (ABB), Faragó Andor (British Telekom), Jakab Roland (Ericsson), Csiba Péter (GDF Suez Energia Holding), Jean Grunenwald (Nestlé Hungária), Kerekes László (Orbico Hungary ) Moderated by: Kamasz Melinda (Figyelő) A Hall B Hall C Hall D Hall E Hall State of grace or silence before (during) the storm? Content industry, content economy in print and on the web Host: Szily Nóra Media 2015: reboot or remake? The television market from the points of view of advertisers, publishers and viewers (with discussions with the presenters between presentations) Host: Szűcs László Counting-out game Traditional methods, new possibilities in advertising Host: Bernschütz Mária In a storm of feelings The exact neuromarketing Host: Pohly Ferenc The sensitive human Now it is my turn to speak! Radio today and tomorrow The professional partners of the program are RAME and HEROE Host: Rákóczi Ferenc Press market 2015: Investment target: Media market! Presented by: Varga Zoltán (CentralMedia) Investment security and trust, the role of the press according to a banker Presented by: Hegedűs Éva (Gránitbank) Paperless journalism? Is it possible to publish a journal only digitally? Presented by: Papp Ádám (PixelDesigners Magazine) I collected money in a special way! Presented by: Sáling Gergő (Direkt36) Communication between different ge - ne rations: How many screens/displays have to be covered in order to reach every one? The necessity of establish loyalty. Presented by: Nagy Tamás (PHD) Generations chained to the TV: what will they chain themselves to tomorrow? Presented by: Rab Árpád (ITTK) Today TV program, tomorrow video content. The transformation of audience habits changed the hierarchy of the TV channels, too. And it's just doing it with a lot of our other early ideas, too. Presented by: Kolosi Péter (RTL Klub) Multiple-channel public service. The first experiences of the changes performed by MTVA. What additional steps are expected? Presented by: Szabó László Zsolt (MTVA) Investment target: Media market, te - le vision! Presented by: Yvonne Dederick (TV2 Group) presentation Drowning in abundance. How many types of advertising are available for us? Which one can be supplemented, induced or replaced? A comprehensive presentation about the implementation and connection of today's advertising tools and related challenges. Presented by: Gulyás János (MeC) What is our role in the world? Thoughts about commercials, its place and about economic players. Presented by: Somlói Zsolt (Mindshare) Advertisement pie How much we spent recently and what are the market trends? How the volume and structure of advertising spending will change during the next three years. Introduction by: Hivatal Péter Participants: Czagler Zsuzsanna (Havas), Juhász Péter Tibor (Magyar Telekom), Kovács Zoltán (Aegis), Mező László (MediaCom), Németh Béla (Initiative), Szabó Edina (OMG) Led by: Darázs Attila (Addict I.) Logical feelings. "The heart has its own reasons that the reasoning sense does not know." said Blaise Pascal about 400 years ago. During the psychological researches of the past two decades, a surprising discovery was made: emotions are present even in clean, logical and rational thinking. And this is not only valid for positive emotions: in many cases, a bad mood or sudden anger may improve the quality of our thinking and may help in business secisions. It is impossible to separate the reasons of the "heart" and the "brain". Presented by: Mérő László Seven deadly sins Presented by: Szvetelszky Zsuzsanna Why do girls like pink? Rhetorical strategies for persuasion and manipulation. The power of marketing and our influence on our world Presented by: Tari Annamária What is the radio? Presented by: Perjés Tamás (TNS Hoffmann) Increasing viewership Presented by: Hantosi Bálint (Mediameter) The passionate radio Participants: Bochkor Gábor (MusicFM) and Sebestyén Balázs (Class FM) Moderated by: Pantl Péter (Hell Energy) The successful radio international "broad cast connection" with renowned ex perts. In a drastically changing media mar ket, how could radio as a genre stay successful and strong, what is the recipe for survival, current international examples from overseas and Europe. What are the widely accepted radio advert formats around the world in 2015? Many have buried it already in the 60's, but it is still successful. What is the future of radio? : Bolla Zsolt 1/6

2 What did we get from the ancient romans? And from Google? In what way the push of gigantic international companies will be forcing development? What Google, FB and others can introduce to which the Hungarian content industry must react? What did big OTT providers give to Hungarian content industry and what they could give if they had a desire for it? Participants: Bánóczy Zoltán, Bíró Pál (Google), Dunai András (MTE), Lengyel András (RAS), Szelke Barnabás (Mediaworks), Zalai Ágnes (Nosalty) Moderated by: Szabó Ákos InternetKon: Internet tax reduction? Presented by: Deutsch Tamás Prime-ministerial Commissioner After the presentation the Prime-ministerial Commissioner will hold a consultation meeting for press representatives. Preliminary registration required Reconciling empty platforms and e-bu si ness Presented by: Palánki Zsolt Content and e-business based on transactions. The content generates the big number of visitors However, nobody has ever managed to create transaction from content even big journals, such as Financial Times or Wall Street Journal cannot do so. Still, how could we make money from it? Not with advertisements, certainly. Then what content is good for? Is it necessary at all? It seems to be an important element of e- business. But nowadays the internet is more complex than ever: content providers must step out of their comfort zone and orientate themselves to direct transactions. For example how is classified advertising functioning? How do free of charge classifieds generate money? Only with highlighting? Or big horizontal sites (Napsters, Schibsted) have another methods to generate transactions? Other than spend a lot of money, like jofogas.hu and olx.hu did, there must be another solution. And how does this work on mobile phones? How will content become transaction? Presented by: Korbuly Krisztián How to train a pip to be an eagle? How did Femina become a defining women's portal from a garage startup? Presented by: Rácz Brigitta (Femina.hu) Magazine market Presented by: Ómolnár Miklós What are you doing here? Will you be able to make a living? Participants: Kruzslicz Dávid (Szeretlekmagyarorszag.hu), Martinkó József (Octogon), Kardos Gábor (444.hu) Led by: Máth András (Mediaworks) Content and commerce. Thoughts about the world of content marketing Participants: Zalai Ágnes (Nosalty), Szabó Mariann (Femina.hu), Vági Róbert (Origo) Led by: Szigetvári József (Central) Innovative identification, acquisition and extension of new advertisers. Media companies must win revenue opportunities provided by the advertisements of small and medium enterprises in a quickly changing environment, while it is now impossible to find, acquire and keep local advertisers by the traditional method. NRS is introducing the innovative methods of growing together with new clients by presenting the best practices of client identification and winning business. Presented by: Riad Zouheir (NRS Media UK) x 5 min. presentations s Media identical questions (What do you expect from the market in 2015? How many channels do you use to keep contact with your audience? How do you manage distribution optimally, and how do you keep contact with your viewers? How do you cope with the OTT-challenge,? What changes did you make in your program structure?) Előadó: John Rossiter (AXN/Sony) Media identical questions Presented by: Bartosz Witak (Viacom) Média Presented by: Málnay B. Levente (AMC Networks International Central Europe) Any questions? Women is leading roles. Presented by: Vidus Gabriella (R-Time) A beautiful friendhsip: film industry and television industry Presented by: Havas Ágnes (Filmalap) As HULU imagines Presented by: Jason Nellis (Overachiever Media) Everyday Netflix: shall we be afraid or be happy about it? What is its effect on television from the aspect of consumers? What is its effect on content production? Presented by: Horváth László (USA/AOL) Netflix's business model how is it different from traditional television? Presented by: Juan Ramon Zarco (USA/Netflix) Thoughts about linear/non-linear distribution Presented by: Rajki Annamária (MT) Some statistics: GINOP tender... Broadband internet access allows the consumption of audiovisual content on a high standard. This is worth paying attention to! Presented by: Kis Gergely (enet) Experiences of the open consultation by NMHH about OTT content services Presented by: Bartóki-Gönczy Balázs (NMHH) Hungarian examples for new distribution solutions. What does OTT provide to content owners, viewers and advertisers? Presented by: Rajki Annamária (TVGo), Horváth Norbert (MyTV), Harsányi Gábor (Viacom), Inasi Ágnes (TARR MobilTV), Kánai András (Red mozi) Making TVs smart. How are large manufacturers and content providers preparing for the digital takeover of power? Participants: Pataki Tamás (ITT/OTT), Szöllősi János (Samsung), Ökrös Gergely (MKHSZ) Moderated by: Baló György What to do differently in a consumer space where linear media consumption is re - placed/appen ded by individual program selection? Armoza formats: Anat Lewinksky Keshet: Cynthia Kennedy Case studies The strength of brands. There is no performance without brand. With developing positive emotions related to the brand, the customer will become loyal while the product will be lovable. But why is this important, if the campaigns are planned and ordered by media customers who get information from softwares? Presented by: Aczél László (Y&R) What determines the value of a brand? Subject: Brand value calculations of the last 15 years were analysed while searching for patterns. Any correlation could reveal the key factors of increasing brand value and it could show us the different roles that would be a huge practical support for managers and marketing experts of Hungarian enterprises. Presented by: Gábor Iván (Cafe) Artist site vs. factory site. According to the researches, the success of the campaign is primarily defined by the quality of the creative. But usually an idea to be nominated for the lion of Cannes does not come up every week. What can a marketing expert do when an average idea needs to bring above the average results. Does the "creative mass production" have proven quality provisions which, if followed, can guarantee results? Presented by: Juhász Péter Tibor (Magyar Telekom) Generational media consuming patterns. What were the media consumptions of different generations like 5-10 years ago, and what are they like now? What patterns and principals can be seen? Presented by: Győri Adél (TNS-Hoffman) What do children watch? Examination of television content. about the survey performed by NMHH between December 2014 and February 2015, examining the TV watching habits of children. Presented by: Vass Ágnes (NMHH) The relationship of the XYZ generation with media and advertisement. Which way do they go? What will be consumed out of this later? Presented by: Székely Levente (Kutatópont), Szűcs Ádám (Szerencsejáték Zrt.) Government advertisements: who, where, what, why and for how much? We will present an overall re gi o nal research on government spendings. Good and not so good examples from Central Europe. Government spen dings per segment in the last 5-10 years. Presented by: Urbán Zsolt (MRSz) Customized public service Presented by: Galavics András (MTVA) The challenge has been accepted. New advertisement solutions in the traditional media. More and more of the traditional operators, accused of having conservative business politics and/or slow reaction ti mes, pull out new types of advertisement solutions... Presented by: Dudás Gergely (R-Time), Miczinkó Katalin (Mediaworks), Csikesz Erika (TV2 Csoport) Integrated prints and digital channels. Presented by: Steff József (CM Sales) Out of Home Connected People. Nowadays, it is usual to see everybody carrying some kind of smart device, to be part of the world's communication cycle. But what happens if there is no continuity, no permanent connection? The increasing number of city inhabitants have now a fundamental demand for a direct and immediate internet connection, available in your home and on the street. How does OOH ease the life of city inhabitants and how does street furniture aid information flow? How could an OOH ad vertisement be interactive and how could it pro mo - te purchasing? This is the presentation to show you! Presented by: Szelei Szilárd (JC Decaux) The role of EQ and networks in our decisions. How does emotional intelligence appear in our decision-making? How can we use emotions and networks to influence decision-making? Presented by: Csermely Péter The price of happiness. What kind of (direct and indirect) tools are available for us to affect emotions and decisionmaking? Presented by: Bánhidi Brigitta In the storm of passions. What are the risks of pleasure becoming an addiction? Presented by: Dávid Ferenc about points covered Participants: Tari Annamária, Pohly Ferenc The wonderful world of neuromarketing. Everything gets decided in the consumer's head therefore, if we understand cognitive processes of decision making, we will get closer to successful marketing. Presented by: Hans-Georg Hausel (Germany) Tools of manipulation in practice Shaping the reality. How do the stories we tell influence our world? Presented by: Kádár Annamária The opinion leader principle. How do the opinion leaders, that is, the influencers influence? Sociological ex pe ri - ment with Hun ga rian insights! Presented by: Dunder Krisztián (Growww Digital) Mechanism of rational and irrational decision-making Presented by: Gáspár Merse Előd (Szkeptikus társaság) My love, Lajos. Neuromarketing through the eyes of a marke ting ex pert. What is the connection between decision making and the brain of a reptile? Presented by: Jákó Eszter (Ernst and Young) MEME and emotion Presented by: Geszti Péter (OKEGO) Building branded memory structures Presented by: Gál Sarolta (Y&R) What decision influencing tools are be ing used? Presented by: Gyovai Györgyi (Nestlé) The emotional relevance of the branded en tertainment Presented by: Becker György Demonstrations Types of customer relationships, in - troducing cooperation possibilities. about types of customer relationships in sales, including a de - tailed description of the win-win si tua - tion, where radio is considered as an ad - ver tising partner and as a result of it, a great cooperation is established. Presented by: Turi Árpád and Tiszttartó Titusz (ClassFM) Social application (Facebook) and ra - dio broadcasting Presented by: Kiss Anikó (Music FM) Radio is fun! Spot communication in the radio While a TV sport is completed, run a complete campaign in the ra - dio! Radio spots are like football: everybody is an expert in it. It's a child's play to prepare the creative by using the secret ingredients of radio ads Further topics: The effect mechanism of radio ads. How do people listen to the radio, what do they expect from (emotions, images, partner, action etc.) Unique image and emotions. The con cept of a good radio spot, examples and counter examples. The advanta ges of radio ads, spot production on TV and in the radio. Focus, however, is on the working mechanism of radio spots. Presented by: Sivák Péter Undertaken and approved contents Presented by: Galavics András (MTVA) on the media service in the radio community Presented by: Radetzky András (Katolikus Rádió) Who is the radio playing to? The safe present and encouraging future of "talk radio" Presented by: Hegedűs Szabolcs (Lánchíd Rádió) The market and its special features. How big is the radio market today? Has spending increased or dec re a sed? Are - radio ads effective? Who are the big gest and the smallest cli ents? What is the size for an ad campaign that achie ves success? All things turn out together with many ot her interesting things. Presented by: Pakots Zsolt (Sonitus) How is a local radio successful? Why do Hungarians listen to local radios and why are these local? The advantages of local radios. How could such a business be successful in the globalised world? The program director of 25-year old Rádió88 at Szeged answers the questions. Presented by: Nacsa Norbert (Radio88) 2/6

3 Project Agora: We are building a marketplace. What the cooperation between publishers can offer. Presented by: Odysseas Ntotsikas (Thinkdigital Group) What functions does a media company keep and outsource how many products can a manager effectively oversee? International study Presented by: Mezey Lívia (PWC) Maximizing digital revenues. Leveraging social media, analytics, and emerging digital advertising genres such as programmatic and native advertising, to increase revenues. Presented by: Martha Stone (World Newsmedia Network) Non-spot content agreements. What is necessary for the advertiser to get the same or better reach, contact, response? What kind of non-spot content cooperation solutions can be successful? Lengyel András (RAS), Hanák Tamás (Mediaworks), Tóth Orsolya (IMG), Gábor Iván (Cafe), Guttengéber Csaba (Metropol), Moderated by: Kamasz Melinda (Figyelő) Escaping to victory. Growing is necessary for survival, excessive growing however, leads to cannibalism easily. How can the ideal company size be determined? How big the portfolio needs to grow for the efficient operation? How does the print and the online coexist in peace? Is convergence inevitable, or is it just a cost efficiency step? Participants: Varga Zoltán (Central), Király Mária (Ringier-AxelSpringer), Hivatal Péter (Metropol), Mihók Attila (Mediaworks), Szabó Miklós (PLT) Moderated by: Kálmán Olga (ATV) Reforming content industry: editorial independence vs. the interest of the publisher/owner. Investigative journalism and information: the conflict between freedom of information and rights to privacy. The goal of quality tabloid: to educate in an entertaining way, to increase the number of copies, or to manipulate people in terms of business and also politics. The effect of digitalization on content: how did convergence transform the press and television content? Participants: Borókai Gábor (Heti Válasz), Dudás Gergely (Index), Kotroczó Róbert (RTL Klub), Mráz Ágoston Sámuel (Nézőpont), Murányi Marcell (Népszabadság), Módos Márton (Inforádió), Somogyi Zoltán Moderated by: Kálmán Olga (ATV) About the Media Maecenas Program Presented by: Kollarik Tamás (NMHH) Digital opportunities for public service Presented by: Vígh Zoltán (MTVA) Building communities with TV. Who benefits from this? Possibilities of building audiences and communities and its effects on the TV industry. How is the real winner of the establishment of viewer loyalty? The channel? The advertisers? The viewers? Presented by: Shadia Nugud (TV2 Group) Boosting subscriber experience and loyalty. Presented by: Krigler Gábor (HBO) In the future, are we really not able to sit down to watch TV without our telephones? And in the future, will we really not watch TV without our telephones? We examine formats operating with apps, voting, active involvement of the viewers, and these play a central role in those formats. What is the effect on viewership, can you recruit viewers with these? If not, why do they not work, what works instead, and what are the trends? Presented by: Herman Péter (RTL Klub) Would the Free market conquer again? Why is this important to advertisers and agencies? Presented by: Schneider Henrik (AH) The Ofcom. What are principles that Ofcom uses for regulation? Do they have any special rules for content regulation typical of IP or digital distribution? Do they make a difference between the regulation of traditional mass media and civil media? How are they preparing for the operation of the increasing number of content owner and content distributor companies (this involves neutrality as well). Principles and types of sanctions. Cooperation with other regulatory bodies. Presented by: Steve Gettings (Ofcom) How does the world of law prepare for the new, digital-based (OTT) distribution? How will network reality work? Participants: Péntek Zoltán (TV2 Group), Kaszó Klára (RTL Klub), Tóth Csaba (AMC Networks International Central Europe) Moderated by: Baló György Eskimos, sealions and nutrition advices. How many channels and identical topics does the market support? Do all eskimos need to eat seal meat? There might be more nutrimental and healthier chunks along the new business models... Participants: Bartosz Witak (Viacom), Enyedi András (IKO Kábel), Kendi Péter (PR Telekom), Rajki Annamária (Magyar Telekom), Ryszka Sambor (Digi), Schneider Henrik (Antenna Hungária), Sebestyén László (Klaszter), Simon Zsolt (TV2 Csoport) Moderated by: Baló György Media Hungary 2015 How far could thematic channels carry on growing? Presented by: Lukács Csaba (AT media) The above presentations opposed by Kerti Attila (Maximize) Which one should I like How does the advertiser make a choice? How did the performancecentered view change the advertisers' expectations and decision making mechanisms? Spots, product placement, events what principles are taken into consideration when allocating the annual marketing budget? What changes have digitalization and the surge of potential advertisement platforms brought? Participants: Beke Zsuzsa (Richter), Felkai György (ENKSZ), Grósz Judit (Microsoft), Kutas István (Telenor), Rózsa Iván (Magyar Telekom) Moderated by: Kerti Attila (Maximize) Not even grass grows on Sundays? Did the compulsory Sunday closing time cause any changes in advertising habits and spending? Presented by: Németh Károly (Spar) How does the introduction of programmatic marketing change the aspects of campaign planning and their structures? Presented by: Jost Löhnenbach (Dataxu) Is a new approach needed in marketing planning? How to plan reaching the youngsters of the Y/Z generation? Is it possible to plan without them at all or is it worth engaging them? Which platforms are they present on and how frequently? Are they conscious or do they not filter the content? Presented by: Szabó Edit (OTP) Connecting programmatic systems and television commercials Presented by: Arany János (Ebola Play) Possible solutions to make television commercials interactive Presented by: Barnóth Zoltán (GroupM) Attribution model and brand advertising in mass media. How can the digital campaigns be managed in harmony with mass media advertisements. Presented by: Marek Kemnitz (Sociomantic Labs) Let's be provocative! Is it possible to turn the process of campaign planning around? At first we need to determine volume wished to sell and after we go back till the formation of brand advertising. Led by: Nagy Barnabás (MT) Case study: performance and television. Presented by: Lakinger József (Viacom) Developing campaigns in traditional and digital environment. What are the differences between campaign strategies based on traditional surfaces and strategies with digital tools? Questions about attribution. Presented by: Tóth Nóra (Intren) then Bacsa Gábor (Carat Hungary) Digital devices in everyday mass media. Why is it worth connecting different media devices to different types of media? Content cooperation between P&G and Rising Star Presented by: Pongrácz Emőke (MediaCom) Why should I be a blessing if I can be curse?! Péterfy Bori great concert, AXN R&R, then Viacom Diszkó until lights off (a few hours at dawn) Create Activate Connect. Brand activation, the new evolutionary stage of advertisement. Don't tell the consumer what he or she already knows. Instead, give the consumer the experience the brand offers. How to bring your brand to life and keep it alive in 2015? How to give experience? What is the good (digital) activation like? Creativity's role in the activation. Presented by: Nagy Márton (Hinora) The art of influencing and being touching (Emotional Branding) Has anyone noticed that nowadays almost all of the most frequently shared advertisements are after our lachrymal sacks? To be more precise they try to "meddle" with the limbic system, res - pon sible for the emotions, with senti - men tal stories, heartrending acts of sacrifice and cathartic happy ends. Is it working? Most definitely! Presented by: Sas István Read from the signs! Body talk and secret emotional effect in ads! How to present a product that you would like to sell. How to play in an advert that you like something so much? What pattens does the consumer like? What does the client, the viewer and the player like to see? How to "pre-tension" emotions? And we demonstrate a lot of other things, too... Demonstrated by: Pokorny Lia and Sas István Lovable CSR Presented by: Geszti Péter (Mediaunio) Influence on our emotions: CSR: Wo men's Day for social responsibi - lity Presented by: Szabó Edina (OMD) The CSR as a profit oriented emotion based sales advantage! Presented by: Ormándlaki Balázs Influence and manipulation through the screen: Gaming: everyday addiction Case study Presented by: Lőrincz Attila (POSSIBLE) Firsthand television neuromarketing case study Presented by: Ottlik Dávid (Synetiq) Prizegiving The birthday party supporters: Efficiency in radio broadcasting? Techno logies of the present and of the future Presented by: Hantosi Bálint and Perjés Tamás Power of the loudspeaker. (Arrived from different genres, why do they like radio, how did they start) Participants: KOKO (Lánchíd rádió), Puzsér Róbert (Jazzy) Moderated by: Pantl Péter (HELL Energy) Podcast or not? How MentorFM was founded or content and technological challenges in case of self-development. Presented by: Dunder Krisztián (Growww Digital) and Bortnyik Szilárd (fps mobile) The possibilities of the modern ra - dio, image of an online radio de mon - strations Presented by: Szilfai Ágnes (Picur rádió) What is it that no medium has but the radio? Participants: Nagy Tamás (Klasszik Rádió, Jazzy), Door Tamás (Juventus), Tóth Géza (Rádió88) Moderated by: Rákóczi Ferenc Golden note prizegiving, spot competition results, Presenting the re - sults of charity activities handover of prizes Prizes handed over by: Bochkor Gábor, Sebestyén Balázs, KOKO 3/6

4 Wednesday, 13 May 2015 A Hall B Hall C Hall D Hall E Hall Best friends forever? The relation between social and traditional media during business processes Host: Berényi Konrád (Onlinemarketing.hu) presentation From now on, we have to live with it! The power of community: source of information, guiding media. Why we must not underestimate the power of communities on consumer decisions? The power of WOM in communities. Presented by: Ganzler Orsolya (Szeretlekmagyarorszag.hu) Caring is sharing! Don't underestimate the power of community, rather take ad - vantage of it! Existing and graceful community alongside a supermarket chain? There is such thing? Friend from administrator? Does this friend have an influence on the consumer's shopping cart? Presented by: Gecs Kata (Ebola Play) Do you have a will concerning your social legacy in case of your death? Unconventional survey about: What do people use Facebook for? Presented by: Forgács Mariann (Besocial) Reward for fidelity. What does loyality really mean? Defining, shaping, maintaining commitment. How does the loyal customer behave, how it can be kept and lost? Use social media! Presented by: Pozvai Zsolt (Develor) Standing on two feet second screen case study. How can we use traditional and new media surfaces simultaneously for effective brand building, advertising and for helping commerce (sales)? Presented by: Reszegi László (Isobar) Using social media in linear television programming: Rising Star case study" Presented by: Stodulka Péter (TV2 Group) Say goodbye to your fans! How Facebook's business model has chan - ged recently and how companies should react? Is it still worth creating Facebook pages? How companies should communicate in this changing environment. Presented by: Joanelli Tamás (BeSocial) Maintaining the relationship with our community. Conversation with a personal brand building celebrity Participant: D. Tóth Kriszta and Kamasz Melinda Mark was busy but he sent a Face - book case study Presented by: Jankovits Ádám (Brandlift) presentation discussion Looking for the Woman! Host: Szily Nóra Cherchez la femme! Women around us. Presented by: Hajós András It is good to be a WOMAN! But what does it mean to see the world as a wo - man? Presented by: Réz Anna and Gát Anna (Üvegplafon.hu) Women, as I see them Presented by: Sas István Cherchez la FEMME! I. Szily Nóra will talk with: Buda László Thematic female magazines on the market Presented by: Lipták Tímea (Central Médiacsoport) Thematic media for women: market situation, competition, novelties, trend. Participants: Szabó Mariann (Femina.hu), Titkó Zsuzsanna (Mediaworks), Lipták Tímea (CM Sales), RAS repr. Moderated by: Pajor Attila and Jobbágy Tamás Sports, girls etc. The definitive role of women in the fitness industry. Presented by: Babarczi Katica (MS) Not blond. Microsegment, but she keeps the key for the household budget. How to reach housewifes, the dream customers who avoid, even reject commercials but spend a lot of money including diapers and tuition fee, from family homes to multiperson holidays. Which media surfaces do they prefer and how they consume it? Do they differ more significantly from male or non middle class media consumers? Why do we need them? Presented by: Molnár-Bánffy Kata (Salt Comm) Cherchez la FEMME! II. Szily Nóra will talk with: Müller Péter Performance and commerce Host: Lengyel Zoltán (Generali) How does the value chain of marketing changes? What happens when marketing meet sales marketing? Overview of the previous day Presented by: Lengyel Zoltán Do you want to sell even more? Use performance campaigns. Presented by: Puskás Kata Szidónia Let's shorten the road to sales! Selling is the most important! Building the brand comes after that. Defining conversion goals Presented by: Szávuly Krisztián (Microsoft) Linking performance and e-commer - ce in practice Presented by: Donáth Fruzsina (Mall.hu) Information controlled planning. In the performance based world we must not rely on instinct during planning, only on information. Can we access accurate information for target group segmentation? Presented by: Csepregi Dániel (MecGlobal) When will the quality of data be more important than their quantity? Presented by: Lantos Lóránt What does a healthy database look like? The effectiveness of marketing is usually measured by opening and clickthrough rates. However, there are numerous other factors that have great impact on our strategy for example does our database grow with a healthy pace? How many people are there who have never opened a letter? How many of them have opened one but have never clicked? Presented by: Kálmán Tamás (Maileon) Guerilla retargeting Presented by: Demeter József (Addict) Handling cookies and data in performance campaigns. What we need to pay attention to, what kind of regulations we need to compliance with, what do the customers like and dislike? Debate starter: Jost Löhnenbach (Dataxu) Participants: Detrekői Zsuzsanna (Origo), Lantos Lóránt Moderated by: Halaska Gábor (Figyelő) The "cloud" that may change everything: advertisement and content distribution in a new dimension Presented by: Vöröss Levente (PadCloud) The invisible hand: content marketing Host: Vicsek Ferenc Everything you wanted to know about content marketing... How does it differ from PR, how can it be successful, where can it go wrong? Presented by: Keresztúri Gergely (Tartalomgyar.hu) Content marketing: the invisible hand that control consumer thinking. Presented by: Balaton Anita (Cafe PR) Content strategy and/or content marketing (Does everybody need content marketing?) Presented by: Pécsi Ferenc (Soreo) Content: The new marketing equation. Why organizations must rebalance? Presented by: Rebecca Lieb (USA) Barilla The pig pasta project (OMD preference) What does Al Dente mean and for how long to cook? Raising awareness with content cooperation by a brand with 5% market share: via generating consumer education and entertaining content, with very limited resources, with out stan - ding results. Presented by: Szőcs Wanda (OMD) Content marketing case studies. Examples of using content marketing What are the differences in terms of goals? Presented by: Pásztor Krisztina (Kreatív Kontroll) Content marketing and commerce Presented by: Filó Angéla Katalin (Diego) The winning content: Quimby Presented by: Kormos Edina and Rózsa Iván (MT) Branded content Presented by: Szenes Gábor Brand building and content marketing. How the right content increase brand remembrance? Why is it important to consider content marketing in case of brand building? Presented by: Kun Miklós (MediaCom) Numbers don't lie: Economical calculations when considering usage of con tent marketing How much does it cost, is it worth it, is it replaceable? Presented by: Sipos Zoltán (Kreatív Kontroll) Content marketing and return. How we define and measure ROI in case of content marketing? Presented by: Szurop István (Taktikon) The newest generation of experts in content industry! Can they reach the unreachable? Host: Horváth Dávid Z-360 digital demography. Does the fragmented Z generation really exist? Or they follow each other as digital "sheeps"? The main driving forces: what is happening with others, online sociability, internet addiction, infinite sharing... Presented by: Bernschütz Mária (EDUTUS) Hobby, entertainment or business? When is it worth making your own video content? In case of making a high quality video, the costs can be bigger than the revenue then why people are doing it? Reference work? Personal branding? Eliminate boredom? Preparation of market entry? Other reasons, like:... Presented by: Horváth Dávid Stars and celebrities then and now. What the media personalities of the 21st century (bloggers és vloggers) can learn from stars, famous people and celebrities of the 20th century? Presented by: Guld Ádám Opinion leaders of new generations How does the Y and Z generations choose opinion leaders for themselves? Is the television still the most important media or other digital platforms have taken over the control? Trends and case studies will be discussed. Presented by: Farkas Dániel (Star Network) Creativity, content creation, distribution. Numbers and results of the first Xbox One video campaign targeting Hungarian YouTubers. Presented by: Kiss Imre How to turn a travel blog into a business Presented by: Fejér Zsófia Doing business at the age of 17 and writing a blog about it Presented by: Gálosi Dóri Creativity always helps! What did we just see? Summarizing discussion about the topics presented. Barna György, Szabó Z., Guld Ádám 4/6

5 Healthy relationship!? As social spaces are continuously changing, editorial contents are more and more emphasized in social environment. Social sites functioning as news aggregator have continuous impact on user behaviour and the development of news sites, they reinterpret the role of home pages and as traffic sources they put content providers into a vulnerable position. What kind of challenges do these changings mean? How do the dynamics of social and edited content differ from each other and how they exist next to each other? How does social space affect brand building? And the most important: where does it lead to in long terms? Presented by: Dunai András (Central Digital Média) Which social media advertisement we recommend for campaigns? : Kéri Gábor (Thinkdigital) How to insert social media advertisements into a commercial campaign? Presented by: Ritter Ádám (Panmedia) How much the appearance in social media worth? Based on what aspects could be the social media and other channels (edm, PPC, display, RTB) compared and evaluated? Let's see how does the customer evaluate, rank and choose. Presented by: Dunai Zsolt (CIB) Remarketing advertisements instead of diaper commercials during the breaks of "Barátok közt" In the online world we got used to personalized advertisement, while television commercials represent the stone age. But not for long. Smart televisions, smartphones and smartwatches will reform commercial breaks. Presented by: Lévai Richárd (RG Stúdió) Social media as advertising space Value for money or waste of money? Comparing to other advertising spaces and types how much does it cost per unit, what kind of access does it provide, and what conversion rate can be expected? Participants: Arany János (Ebola Play), Hernádi Gábor (HD Marketing), Ofczianka Balázs, Pajor Attila Moderated by: Halaska Gábor (Figyelő) Compulsory brand management for press employees? Employees, stars and producers of BBC are expected to consciously form the image of the corporation. How could media workers contribute to the value of media brands? Presented by: Mészáros Beatrix (Mindea) Women around us (leadership, weekdays, career and per sonal branding) Participants: Bánhyegyi Zsófia (T-Systems), Gál Judit (Auchan), Kende-Hofherr Kriszta (TMC Management), Pálfalvi Márta (Heineken), Yvonne Dederick (TV2 Group), Moderated by: Kamasz Melinda Female target groups: Media, commerce, advertisements Presented by: Kéri Zsuzsa (TGI), Pintér Róbert (enet) We know what you desire! Dis cussion during a Rossmann advertising campaign Presented by: Varga Anita (Rossmann), Hajnal Tamás (Human Telex) Walmark Walurinal campaign. Women can get a cold easily in everyday life. Female target group can be cost-effectively reached via TV commercials, do we need another medium? We tested a demographical and contextual online targeting methods. The results: distinguished CRT % in case of contextually targeted online video advertisements. Presented by: Kosaras Klaudia (OMD) Roundtable discussion of female managers about communication. Where is media needed? Where do marketing and communication belong? Is it advertisement or PR? of large company's directors of communications. Participants: Iglódi-Csató Judit (Tesco), Szécsi Gabriella (Bi-Ka logisztika), Fábián Ágnes (Henkel) moderated by: Kamasz Melinda and Pohly Ferenc Multiscreen strategies. The significantly different patterns of media consumption between different generations make the usage of various digital devices important in campaigns... Presented by: Eipl Vilmos (Vizeum Hung.) Case study! How the effect of the TV campaign can be measured online. Presented by: Ambruszter Géza (Gemius) Brand building and prog ram ma - tic/rtb: Is it possible to harmonize them? Can performance expectations and brand building aspects prevail simultaneously? Presented by: Erős Attila (Fastbridge) The wedding of branding and RTB in practice Presented by: Csingár Zoltán (Crimtan) Programmatic: How to do it and what to avoid! Presented by: Andrew Benton (Appnexus) Secondscreen in practice Presented by: Szalay Angelika (Vivaki) A really large sample survey database of the Rising Star's voting app. During Rising Star, a really large sample survey took place; there is one database bigger than that storing the app users data, and that is a national census. The huge database of 17 million votes of the hald million users provides opportunity for numerous ex pec ted and surprising consequen ces. How did the voter activity change during the format? Who were the early adop ters and who joined later? Does the song selection mentioned earlier so much count? Did spontaneous fan clubs emerge? And at all, how was the opportunity achieved on the second screen used for interactivity? Presented by: Potecz Zoltán (TV2 Group) Case study: Digital campaign by Danone. Presented by: Török Judit (MediaCom) Human or machine? National and international practices for detecting possible online advertisement frauds Presented by: Varga Gergő (enbrite.ly) Pitfalls of performance campaigns. What to look for when planning, implementing and measuring performancebased campaigns? Presented by: Bolyhos Melinda (GroupM) Inbound marketing or content marketing: when and how to choose and based on what aspects? Presented by: Kiss Tamás The relationship between search engine optimization and content marketing Presented by: Boros Norbert (MITO) Humour and law (consequences) Presented by: Benke Gábor Humour and content marketing: Getting attention, mocking and tricking in an entertaining way. Presented by: Gémes Ádám (Brandlift) Where is the borderline? From hu - mour to insults. Who shall decide how far we can go? : Erdélyi Zsolt, Uj Péter, Hammer Ferenc, Szily László, Balogh Ákos Gergely Led by: Baló György PR in the digital era. How today's PR jobs differ from the jobs 20 years ago? Presented by: Kincses Péter (Double Decker) Content marketing on social networks. When and how it is worth-while to appear in the social space with our contents? Presented by: Boros Regina (OXO Labs) Marketing automation: How do marketing automation software support content, inbound and revenue marketing processes? What are these good for and how to select the most appropriate, to recruit quality content purchasers from people having a certain scope of interest. Presented by: Mozsik Tibor (DBH) Press is power, but how long do I need it? Do you need partnership with press people to achieve good PR or is it enough to advertise? Presented by: Gál Judit (Auchan) About the control of content quality. A frequent criticism of generations having grown up on printed press against online media is that the contents are not quality from a contentual or linguistic point of view. Is this criticism justified? Presented by: Lukács Krisztián (ContKing) Making music video with a budget of zero! I started my business with a music video I made for a favor. Presented by: Koblicska Örs Gastro revolution: from blogs to television Előadó: Fördős Zé Where is the money in crowdfunding? Nyugat+Zombik and Balaton Met - hod case study Presented by: Osváth Gábor Businessman from an amateur vi deo - blogger. A good example showing us that instead of a whole agency, only one person can also manage the whole value chain Presented by: Viszkok Fruzsina Creativity always helps! Barna György, Szirmai Gergely, Guld Ádám Attraktor: How an online video series can appear on international television. Presented by: Magyarósi Csaba (Index) and Mesterházi Dávid (Index) I blog about my family Presented by: Mádai Vivien hello90 Case study about a group of teenagers who produce written and visual content to other teenagers about everythings that's interesting, but mainly social problems. Presented by: Kóbor Andrea and Varró Szilvia (XKK) Bezzaganya honestly about motherhood My own blog in cooperation with a big news site Presented by: Bognár Tünde I am training my body and I'm showing it! Creativity always helps! Summarizing discussion about the topics presented Participants: Barna György, Szabó Z., Erdélyi Zsolt Superman szjger.hu youngsters, society, content Presented by: Prekopa Donát Ask.fm stars Presented by: Szabyest 5/6

6 forum How much we need social media? Maintaining relationships with our community. Case studies and discussion: Index: Szabó Z. Cink: Szily László My child on social media What does the Z generation use? Where to find today's youngsters in the social space and how to talk to them? Presented by: Ölveczky Tamás (Besocial) Competitor monitoring with the support of social media. How to get valuable information about the competitors' strategy, strengths and weaknesses by conscious analysis of social sites? Presented by: Szlahotka-Gödri Orsolya (ZoomSphere Magyarország) The mood reporter. Social media as the mood indicator? In my presentation I will show examples which prove that real economical and business events can be forecast via sentiment analysis of posts in Hungarian online and social media. Whether the predictive or the descriptive nature is more dominant? Presented by: Szekeres Péter (Neticle) Performance evolution in the re - gion's countries. You can see performance marketing aspects alongside traditional marketingcampaigns at an increasing number of players in the financial field. It is important to take into account the development level of the given company and the markets to see what we mean by performance marketing in the online marketing world and to establish the approach. Presented by: Varga Péter (Sberbank Europe) Apple with pear? How is programmatic different from the Google Dis - play Network (GDN) ad vertise ments? Presented by: Erős Attila (Fastbridge) : Szabó Ákos (ThinkDigital), Balatoni Emese (MC), Erős Attila (Fastbridge), Kovács Nándor (Isobar) Moderated by: Szabó Ákos Exotic advertisement channels do they become everyday by tomorrow or do we forget about them? Twitter, Shazam, Snapchat Presented by: Szabó Ákos Programmatic ads in the TV? Presented by: Nink László (Cadreon) The power of context and links Presented by: Varjú Zoltán (Precognox.com) An undecidable ethernal dilemma: advert vs. PR How should an economic business appear in the media: as an advertiser or using PR material or both? Where do social media appearance, web presence, content marketing and AdWords belong to? What does good received and good produced content look like? Let's differentiate between PR and article, advertisement and news. Participants: Egyed Gábor (Telenor), Lakatos Zsófia (H&K), Szeder Péter (Fastbridge) Moderated by: Halaska Gábor (Figyelő) Life beyond glutene sensitivity, or how to build a society from an illness and to help others Presented by: Kiss Dóri The latest video clip by Ivan & The Parazol: Directed, communicated and whatever by... Presented by: Szirmai Gergely From where, where, to where? Presented by: Rizmajer Antal (Photography Hungary) What did we just see? Summarizing discussion about the thing saw and heard Barna György, Guld Ádám, Szabó Z How much do we believe in the mood reports of social media? Participants: Székely Levente (Kutatópont), Hammer Ferenc, Joanelli Tamás Moderated by: Pohly Ferenc Offline-online synchronisation in the data-driven world. Today, in communications leveraging on synergies is indispensable: whatever the media type. But how to implement all this without having to browse a TV spot list? What options do we have if that's not available? Presented by: Német Bence (Havasmedia) Changing plans: how does programmatic reform agencies and sales units? Presented by: Ihász Ingrid (MEC Interaction) Frankenstein and brand experience design about efficiency, in a wider business and organisational context Presented by: Varga Renáta (Isobar Bp) Agencies sales houses in the campaigns and the sales chains Presented by: Gandera Balázs (Intren) How to monitor your competence and how to leverage on communication gaps on the competitive market? Presented by: Ormándlaki Balázs This program reflects the status on 10 May. Under constant improvement, development. To follow the changes, please visit 6/6

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