Visitors to WAN-IFRA’s DCX Digital Content Expo taking place in Berlin in October will have an opportunity to both understand new trends and find new solutions in the digital advertising sector. The parallel conference programme offers additional insights, with expert presentations, case studies and the winners of the World Digital Media Awards.
The DCX Digital Content Expo and the Digital Advertising Pavilion in particular is aimed at all publishers looking to grow ad revenue and keep pace with the continually changing technological landscape, WAN-IFRA noted in a press release. Branded content, contextual advertising, affiliate marketing, out-stream video, mid-roll, header bidding – these are just a few of the recent trends in digital advertising.
Publishing ad execs can learn more by attending the parallel Expo conferences. For example, talks cover automation of ad production, better operations, and wider process improvements – not least the selection and training of the sales team.
Combining print and digital sales remains a big challenge for all traditional publishers. “If you make the packaging of the digital products easier to understand to the advertiser and the sales reps, and if you infuse them better, you can get more print sold and more digital sold and higher market share,” says Mike Blinder, president and founder of the Florida-based Blinder Group and a speaker in Berlin.
In his speech at the Print World conference, Blinder will give recommendations on how media executives can successfully position their sales teams and how they can integrate digital components into their existing product portfolio
The market is changing fast. Publishers need to be familiar with new targeting options being introduced to the market, such as time- and geo-targeting. New developments in personalisation allow ads to be enriched with a personal video message or photo gallery. Upcoming technologies like Augmented Reality (AR) have evolved fast, adding an extra digital dimension to classifieds or display on print.
But ad tech is meaningless without the right infrastructure and processes in place. Good technology partners can help align CMS and ad server technology. Experts from adsdaq, AdSpirit, Evolver Media, HUP AG, ProcSet Media Solutions, Proxistore and Sapro have announced that they will present their latest advertising systems and ad services at the exhibition.
Another conference session about New Revenue Pillars will show three US case studies concerning the changing mix of revenue, including advances in subscription models, an update of programmatic advertising and the evolution in native ad units (Wednesday, 11 October 2017, 1.30 pm, Conference Stage).
The session Digital Success Stories present three profitable European digital powerhouses as new role models (Thursday, 12 October 2017, 1.30 pm, Conference Stage).
Furthermore, the World Digital Media Awards – with the category Best Digital Advertising Campaign including Branded Content – are an inspiring showcase for digital advertising. The Best Of The Best are drawn from WAN-IFRA regional digital media awards in Europe, Asia, Latin America, India, Middle East and Africa, and will be announced on Tuesday, 10 October (3.30 pm, conference stage).
The DCX Digital Content Expo will run alongside the World Publishing Expo 10 – 12 October 2017 Messe Berlin. More information about the programming and registration to IFRA and DCX can be found here.
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