Innovative Advertising for Digital Broadcasting & Media AFRICA 2nd - 4th June 2015 Johannesburg, South Africa Supporting Partner: KEY THEMES AND ISSUES AROUND THIS TOPIC The changing dynamics of advertising and marketing in the digital. Adaptation strategies for marketers and advertisers for digital platforms. The importance of viable partnerships with all industry stakeholders. The advent of multi screening and its impact on future advertising models. interactive digital advertising what are the opportunities? Digital Ad Insertion how and why they work in the digital. Advertising and marketing strategies for cross-platform s. Effective use of channel guide lists for programme/channel marketing. Effect of the convergence of broadcasting and telecoms on advertising outcomes. Tools to support and strengthen the regulatory framework to ensure a level playing field. Advertising models that utilise consumer demographics. Mobile TV and Social TV advertising appraising the models. The role of consumer analytics in ensuring engagement with digital media advertising and marketing. Consumer protection framework in the age of ubiquitous digital advertising and marketing. Advertising and marketing in the digital age what does the consumer expect?
Day One: Tuesday 2nd June 2015 08:45 Delegate registration 09:45 Chairperson s opening remarks 10:00 10:40 Market and Industry Review Advertising and marketing in the digital age Mapping the evolution of the global advertising supported broadcast industry Reviewing the structure of the commercial broadcast industry in Africa Examining the majors - from country-specific to pan-african players A look into the future where will the focus be? Trends shaping advertising for broadcasters in the digital 12:30 13:10 Lunch break 14:10 Targeted sales and marketing opportunities for digital broadcasting Reviewing content and programme distribution channels in the digital Creating partnerships with advertisers big, integrated, deep, multi-layered and multiplatform The use of sponsorship, branded content, product placement, events and licensing in the digital environment Understanding how to get brands to work with TV programmes Second Screens, TV and Radio on-the-go taking advantage 15:30 Refreshment break 16:00 16:40 Convergence Strategies Convergence of broadcasting and telecoms - effect on advertising outcomes Understanding the future where broadcasting and telecoms are fully converged What are the current trends and how does this inform the future? How can carriers and content owners profit from a converged arrangement? Deepening strategic relationships between broadcasters and telcos Converged digital campaigns the way to commercial success? Outlining the key shifts that are shaping advertising in the African Broadcasting market What forces are responsible for these changes? Media consumption in Africa yesterday, today and tomorrow Eyeballs and social media platforms a crossroad for advertisers and broadcasters? 11:20 Refreshment break Strategic Considerations- Broadcasters and Media Owners 11:50 Interactive advertising What should broadcasters make of it? Assessing the main elements of digital interactive advertising interactive digital advertising what are the opportunities? Enabling digital interactive advertising for broadcasters 14:50 Thriving in a world where broadcast content and programmes are accessible from many sources Understanding how the second screen will impact on broadcasters ad inventory Monetisation strategies for over-the-top OTT television Reviewing global success stories what lessons can broadcasters take? Leveraging content on social media platforms to drive revenues Using social media platforms for audio visual distribution the pros and cons Engaging with audiences through different social media networks Leveraging content on social media platforms how is this achievable? convergence within the digital How will viewers/listeners respond to converged content offerings? Do converged campaigns work better for advertisers? How so? Integrating and managing converged campaigns for commercial success 17:20 Chairperson s closing remarks 17:30 End of Day One Interactive digital advertising - enabling effective consumer engagement Using your content on social media networks to generate strong advertising revenue
Day Two: Wednesday 3rd June 2015 08:30 Delegate registration 09:45 Chairperson s opening remarks 10:00 10:40 Strategic Considerations Advertisers and Ad Agencies Is digital the future for all advertising and marketing strategies? Evaluating the various platforms and environments available to advertisers in a digital Highlighting the components of the evolving digital How can advertisers and agencies plug into this? Cost-effective ways of reaching audiences with digital media Innovation with dynamic ad insertion for digital media Understanding dynamic ad insertion as a tool in the digital environment What platforms will dynamic ad insertion suit? How can they be maximised? Working with media platform operators to get the best from dynamic ad insertion Creating and implementing cross-platforms digital advertising strategies Reviewing factors affecting advertising delivery in a multi platform environment Why are cross platforms offerings key to today s advertiser? Creating and delivering messages that will work across multiple platforms Achieving advertisers objectives across multiple media and platforms 12:30 13:10 Lunch break 14:10 Evaluating the impact of simultaneous engagement with multiple screens on advertising models How should advertisers and ad agencies plan for the second screen s phenomenon Overcoming the challenges of losing the message in a multiple screen environment Cost-effectiveness of advertising across multiple screens Analytics and Measurements Deploying effective analytics to better engage with audiences Reviewing the role of analytics in successful consumer engagement How to use viewer data to understand overall engagement patterns How can ad agencies utilise demographics for digital broadcast and media? Dealing with a lack of standardised metrics and ratings 11:20 Refreshment break 14:50 Effective tracking of 17:20 Chairperson s closing remarks 11:50 advertising and marketing for digital broadcasters 17:30 End of Day Two Ensuring the effectiveness of advertising and marketing in the digital Digital advertising tracking and auditing - what does it involve? Effective use of data generated from user interactions and preferences Ensuring measurability and showing return on investment 15:30 Refreshment break 16:00 16:40 Focusing on the consumer - building one-to-one relationships What can broadcast media can learn from social media networks that foster the one-toone paradigm? Understanding and catering to the preferences of different social groups Successful advertising models that use smart consumer profiling to build relationships Addressing privacy and protection in the age of ubiquitous digital media Strengthening legal and regulatory frameworks to protect vulnerable groups in society Deepening regulatory capabilities to ensure appropriateness and proportionality Putting in place measures that protects the public in the digital Learnings from key and relevant markets and jurisdictions Day Three: Friday 4th June 2015 Interactive Industry Workshops: Post Summit Workshop: Topic: Effective Metrics and Analytics for Digital Broadcasters, Media and Advertisers
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Innovative Advertising for Digital Broadcasting & Media 2 nd - 4 th June 2015 Johannesburg, South Africa Reasons to Attend This Key Industry Summit 1. Discover the implications of the second screen phenomenon for advertisers and marketers. 2. Learn effective strategies for new forms of crossplatform advertising and marketing. 3. Hear from experts on the convergence of advertising and marketing outcomes. 4. Review advertising models that effectively utilise consumer demographics. 5. Learn from case studies shared by practitioners from advertising agencies and broadcasting organisations. 6. Understand how the multiscreen dynamics are creating a shift in new advertising business models. 7. Learn about the concept of interactive digital advertising what are the opportunities? 8. Hear best practices and see case examples from key industry players in Africa. 9. Evaluate strategies to ensure all stakeholders benefit from the opportunities presented by digitisation. 10. Assess how mobile TV and social media advertising can be commercially viable for digital broadcasters. This summit is aimed at: Directors, Heads of Departments, Managers, Senior Executives and Executives in: Production management Media buying Brand management Content services From: Broadcasters (Radio and TV) Telco operators Advertising agencies Content creators and aggregators Technologies providers Consultancies. Global representation: Southern Africa Eastern/Central Africa Western Africa Rest of the world Content delivery Mobile strategy Marketing and sales Innovation and new ventures. About this event: As technology and consumer behaviour continues to evolve due to the advent of digital media, industry players from TV and Radio; including broadcasters, content makers, marketers, advertisers, media buyers and regulators; will find an array of new opportunities presented to them. They will need to access information and make informed decisions to take full advantage of the new opportunities and stay ahead of the game. Special consideration needs to be given to innovative developments in advertising and marketing on digital broadcasting and media platforms, the future of which has never been brighter. To help prepare African companies for this exciting future, BSP Media International is proud to present a special industry conference on Innovative Advertising for Digital Broadcasting and Media Africa. Bringing together major broadcasters (in both TV and Radio), brand owners and managers, advertising agencies and media buyers; this key industry meeting will discuss the opportunities and challenges faced by traditional broadcasters advertising and marketing departments. The conference will address how to take full advantage of the new forms of marketing and advertising in digital broadcasting and media. It will also showcase how broadcasters, advertisers and industry marketers can leverage new models, strategies, technologies and solutions as they evolve in the digital.