2019 asi International Publishing & Data Conference

Thursday 12th - Friday 13th September 2019

Context, cross-platform and cost: priorities for measurement?

This year’s International Publishing & Data Conference focuses on data at the heart of the publishing industry, data driving audience measurement, advertising effectiveness, content development and revenue models. It will be an essential event for all those involved in the production of publisher data and those who use that data to make vital business decisions.

Whilst significant challenges for newsbrand and magazine publishers remain, nonetheless there are reasons for optimism. It is becoming increasingly clear that, as opposed to simply managing a gradual transition from profitable print businesses to a less profitable and less differentiated online model, the future is a hybrid, cross-platform one in which print remains valued by many and coexists with publishers’ online efforts.

So how can newsbrands and magazines preserve and demonstrate their unique value to advertisers in such a complex and competitive eco-system? We highlight a number of initiatives that focus on the vital importance of context in enhancing the power of publisher advertising and the unique strength of newsbrands and magazines.

We will identify the specific challenges in the online battleground: the strategies needed to have an optimal relationship with digital platforms and social media that widens brand reach without losing brand attribution.

Can we identify, classify and understand newsbrand and magazine audiences in ways that optimise the delivery of content, but also bring publisher audiences to life for advertisers?

How can publisher data best interface with the digital eco-system, a world of APIs, DMPs and programmatic real-time ad placement and trading?

Meanwhile, the debate continues to rage about optimum business models, not just the blend of print and online but revenue models incorporating subscriptions, ad revenue or a hybrid of the two.

Above all, we face a measurement challenge, specifically the cost of tracking publisher brands across multiple platforms. How can we measure more for less? How can we expand currencies across platforms, whilst preserving robust measurement of hardcopy readership? What are pragmatic and acceptable compromises on survey quality?

How will the availability of census data and innovations like AI drive print measurement going forward?  Can developments in data science enable us to model more effectively readership of smaller publications? There seems to be a widening gap between newspaper and magazine requirements. Can this gap be filled or should they go their separate ways?

Is the future not just cross-platform measurement but cross-media measurement?

The emphasis in Lisbon will be on actionable insights from engaging data experts and users around the world. Our goal is to inspire delegates with new thinking and approaches, with insights you can take back to your own businesses and effect real change.

The 2019 International Publishing & Data Conference is generously sponsored by Ipsos and Kantar.

   

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    • Session Will publishing survive until 2030?
    • Date Thursday 12th September 2019
    • Time 09:30 - 12:30
    • 09:30

      Chairman's opening remarks, followed by 'Will publishing survive until 2030?'

      Colin Morrison, Former Media CEO, Consultant and Editor of 'Flashes & Flames'

    • 09:55

      'I read it on Facebook' – the BBC News Attribution Study

      Santanu Chakrabarti, Head of Audience Insight, BBC World Service

      How much attribution accrues to content brands on Facebook? The BBC’s innovative global Attribution Study suggests there is cause for grave concern.

    • 10:10

      From big data to actionable insights

      Hanne Brasseur, Audience Engagement and Analytics, VRT NWS

      How data analytics can be translated into hands-on advice for growing a loyal audience by helping editors with editorial and strategic decisions in a busy newsroom.

    • 10:25

      What newspaper readers really want: learnings from seven years of reader research with 'Lesewert'

      Ludwig Zeumer, Executive Director, Die Mehrwertmacher

      A real-time newspaper and magazine tracking tool, ‘Lesewert’ has been used by 16 publishers including Der Spiegel. More than 11,000 print readers passed through the panels over several months and generated more than 15 million individual reader feedbacks.

    • 10:40

      Panel session

      Will publishing survive until 2030?

    • 11:00

      Coffee

    • 11:30

      From Viral to Tribal – the next frontier of publishing

      Stuart Wilkinson, Head of Industry Relations EMEA, comScore

      How should rapidly-changing publisher business models evolve to allow for generational differences in digital news consumption?

    • 11:45

      Why didn’t we think of this before?

      James Hewes, President & CEO, FIPP

      The FIPP Digital Subscriptions Snapshot tracks the industry’s most critical revenue stream and provides valuable insights from a number of countries.

    • 12:00

      Panel discussion

      Publishing and digital platforms – partnership for profit? Stuart Wilkinson and James Hewes will be joined by Denise Turner of Newsworks and Britta Cleveland of Meredith Research Solutions. The discussion will be moderated by Colin Morrison.

    • 12:30

      Lunch

    • Session Context matters
    • Date Thursday 12th September 2019
    • Time 13:30 - 17:00
    • 13:30

      Chairman's opening remarks

      Andrew Green, Global Head of Business Development, Audience Measurement, Ipsos

    • Driving advertising effectiveness

    • 13:35

      The value of news

      Denise Turner, Insight Director, Newsworks

      Both print and digital newsbrands are vital to the success of campaigns, driving profit for advertisers. But not all digital is equal and lots of impressions bought cheaply do not necessarily deliver brand value for advertisers.

    • 13:55

      Quality over quantity in the attention economy

      Co-presenters

      David Bassett, Director of Analytics, Lumen Research

    • & Nicholas Watson, Director, Ipsos MORI

      Programmatic advertising technologies are a threat to online publisher revenues. The assumption that it doesn’t matter where an ad is seen but only that it is seen by the right person has elevated targeting over contextual placement. The net result is a commoditisation of advertising inventory – and an associated decline in the premium advertisers pay to appear in quality publications.

    • 14:10

      Connecting to consumers through native advertising – what do we know?

      Co-presenters

      Britta Cleveland, Senior Vice President Research Solutions, Meredith Corporation

    • & Mickey Galin, Global Director Business Development – Media Measurement, GfK

      The Digital era has transformed the ways that advertisers connect with consumers. Marketers have been increasingly challenged to develop new approaches to ‘advertise’ to consumers who are more immune to traditional ads and the bounds of advertising have been broadening to expand such devices as native advertising. Do consumers remember native ads and do they understand the messaging behind these campaigns? What have we learned about best practice for native campaigns?

    • 14:25

      Can classic research and new data put publishers 'back in business'?

      Ingvar Sandvik, Director Marketing & Innovation, Kantar Norway

      Consumers and advertising are suffering the consequences of inefficient digital advertising. Print audience research may help advertisers connect their brand building and direct response strategies, leading to more efficient and integrated advertising solutions.

    • 14:40

      Are new campaign formats from digital publishers effective?

      Peter Hammer, Managing Director, Marketing Scientist Group

      Marketers are often keen to invest in the brightest and shiniest new toys available from digital publishers – such as short 6-second ads and mega-celebrity influencers – and yet, there is limited understanding about how these campaign formats stack up on traditional measures of advertising effectiveness.

      New research from the Marketing Scientist Group will report on a series of advertising and content experiments conducted in Australia, to understand the impact of shorter pre-roll video ad formats, content marketing and social media influencers, using tried-and-tested advertising impact metrics.

    • 14:55

      Panel session

      Context matters: driving advertising effectiveness

    • 15:20

      Coffee

    • Total brand measurement across platforms

    • 15:50

      Integrated experiences: fusing print and online

      Co-presenters

      Irena Petric, Managing Director, NOM (Nationaal Onderzoek Multimedia)

    • & Jim Collins, Senior Vice President, GfK MRI

      Jim and Irena will address the importance of measures of print/digital readership as fusion hooks, the need for single-source measurement and consider which (digital) metrics to fuse.

    • 16:05

      Cross-platform measures driving effective published media campaigns

      Luca Vannini, Head of Research, PAMCo (Publishers Audience Measurement Company)

      How the development of a new joint industry currency measuring audiences across all platforms is helping users plan ever more effective published media campaigns.

    • 16:20

      CN1: Total brand exposure – combining hardcopy, digital and social

      Jim Collins, Senior Vice President, GfK MRI

    • 16:35

      Panel session

      Total brand measurement across platforms.

    • 17:00

      Close of Day One

    • After conference

      asi Network Social Drinks Reception

      Delegates and speakers are invited to join us for a drinks reception immediately following the close of the day’s programme. The reception will be held in the Ristorante Il Gattopardo and Terrace (weather permitting) on the 3rd floor of the Dom Pedro Lisboa hotel. We look forward to seeing you there!

      The asi Network Social drinks reception is kindly sponsored by Ipsos and Kantar

      Ipsos Kantar logos

    • Session Readership measurement techniques
    • Date Friday 13th September 2019
    • Time 09:30 - 12:45
    • 09:30

      Chairman's opening remarks

      Richard Marks, Research Director, asi

    • More for less?

    • 09:35

      More for less! More for less? Optimizing the Swiss NRS system

      Co-presenters

      Harald Amschler, Executive Director of Research & Development, WEMF

    • & Jella Hoffmann, Director of Product Management, WEMF

      WEMF (the Swiss JIC for press audiences) is right in the middle of re-engineering its MACH research system, that provides the market – media owners, agencies and advertisers – with press and media brand audiences and extensive target group information. In our paper, we will take the audience on a brief journey through our last three years of discussion and testing of new methodological and content concepts. We share firstly our experience with the implementation of already realised measures, secondly our learnings from the tests and thirdly the issues which we are still struggling with.

    • 09:50

      Online first or online second? – the added value of mixed mode surveys

      Co-presenters

      Neil Farrer, Country Service Line Leader Audience Measurement, Ipsos MORI

    • & Scott Jakeways, Deputy Head of Audience Measurement, Ipsos MORI

      In the UK, we have long recognised the importance of face-to-face interviewing in delivering the quality and consistency required for our Audience Measurement research currencies. However, this has proved an increasing challenge over time as participants are less willing to take part in survey research. Offering online completion in combination with face-to-face using the same address-based samples is an area we have been exploring for some time, and we have successfully introduced a large random probability Establishment Survey where response rate has improved with the introduction of a second online survey mode.

    • 10:05

      Audience effects of a magazine's move to online-only: a case study of the New Musical Express (NME)

      Neil Thurman, Professor of Communication, IfKW (LMU Munich)

      For financial reasons, newspapers and magazines are increasingly ending their print editions and going online-only. Examples include Canada’s La Presse, Finland’s Taloussanomat and magzines like Company and Glamour. By doing so, some have returned to profitability, but with what consequences for their audiences?

    • 10:20

      Panel session

      Readership measurement techniques: more for less?

    • 10:45

      Coffee

    • The future of readership measurement

    • 11:15

      Measurement or modelling?

      Co-presenters

      Mario Paic, Global Head of Data Science, Audience Measurement, Ipsos

    • & Katherine Page, Technical Consultant

      Can we really model everything? How much do we need to measure to be able to reliably model something?

    • 11:30

      Unlocking the potential of Digital Audience Measurement

      Co-presenters

      Karin Schut, Managing Director, ViNEX

    • & Jonathan Brown, Managing Director, Kantar Media NL

    • 11:45

      Measuring reading alongside viewing and listening: the new Dutch Total Media Audience Measurement

      Irena Petric, Managing Director, NOM (Nationaal Onderzoek Multimedia)

      In 2018 the Joint Industry Committees in The Netherlands started a unique cooperation for setting up a Total Media Audience Measurement to measure the media behaviour (viewing/reading/listening) of the Dutch population on all platforms and devices, for content and campaigns. The measurement must make optimal use of passive methods, be as single source as possible and/or use a combination of all relevant data sources. What were the chosen solutions, specifically for the measurement of reading, and what are the benefits and pitfalls of the integrated approach?

    • 12:00

      Artificial Intelligence: opportunities and challenges for audience measurement

      Jonathon Wells, SVP Data Science, Nielsen

    • 12:15

      Panel session

      The future of readership measurement.

    • 12:45

      Lunch

    • Session Key developments around the world
    • Date Friday 13th September 2019
    • Time 14:00 - 17:00
    • 14:00

      Chair's opening remarks followed by 'Key developments around the world'

      Katherine Page, Consultant

      An overview of key themes in published media measurement will draw on developments in those markets currently evolving or launching their audience currencies.  Inevitably cost is a factor shaping methodology changes as currencies strive to measure more for less, including the ongoing increase in online interviewing and new work in this area. Many currencies now provide cross-platform audience estimates, but, like other media, must also re-assess their role in the advertising eco-system and how the data they produce can be used in new ways.

    • 14:20

      Creating gold standards in face-to-face research: the Indian Readership Survey

      Dolly Jha, Executive Director Marketing Effectiveness, Nielsen India

      The India Readership Survey (IRS) is the world’s largest survey and a master study for media measurement in the country. Nielsen runs the IRS for the Media Research User Council ( MRUC). The objective of the paper is to bring forth the breakthrough enhancements which have been introduced in the study.

    • 14:35

      Meeting the measurement challenge of a new digital world

      Gilbert Saint Joanis, Chief Research Officer, ACPM

      ACPM will report back on the piloting of new approaches for the next currency measurement contract in France which features: an unique survey system replacing four siloed surveys; a hybrid method to calculate readership figures; a temporalised data set for time-based media planning; panel members using an app on a smartphone to read barcodes on each magazine or newspaper read; totally passive digital measurement. ACPM will highlight the key lessons learned from the testing period.

    • 14:50

      Coffee

    • 15:20

      Building the pillars for a new cross-media and consumer insights measurement platform in Canada

      Co-presenters

      Pat Pellegrini, President & CEO, Vividata

    • & Josh Cormie, Executive Vice President, Audience Measurement Service Line Lead, Ipsos Canada

    • 15:35

      Driving publisher revenues with accurate audience segmentation and de-duplication

      Co-presenters

      Arina Ureche, General Manager, BRAT (Biroul Roman de Audit Transmedia)

    • & Kimmo Kiviluoto, Chief Data Scientist, Syno International

      In this paper, we will describe the machine learning and research-based audience data and reporting solution developed by BRAT and Syno International. The solution covers over 210 sites in Romania including all major newspapers. It uses rich sets of contextual, behavioural and research data, is focused on real people not just cookies, and is well-aligned with current and up-coming privacy regulation. The results are used both for planning and trading purposes.

    • 15:50

      Panel session

      Key developments around the world

    • 16:10

      Closing panel debate: Where do we go from here?

      Panellists to be confirmed

      This conference, symposium or forum has been convening every two years since 1981 and has widened scope significantly from the early successful but rather academic forays. But in taking on a broader remit, are we now trying to serve too many masters? This closing panel discussion gathers industry luminaries who have been involved in different ways to ask: where do we go from here? Do we need a conference, who is this for, and how do we deliver what they need? Chaired by Jennie Beck, Consultant, Kantar.

    • 17:00

      Close of Conference