The one-day workshop for news and content industry to be held in the Hotel Park Plaza in Sector 55 in Noida has attracted participants from near and far. CEOs, heads of digital media in newspapers and magazines and advertising and brand managers have signed up.
Many Indian newspapers and news websites have invested in digital media hoping to monetize these incrementally. And while brand owners and advertising agency specialists are exploring new channels, they speak a new language – the language of audience intelligence and analytics. This is the language that publishers and their content and advertising managers will have to learn and speak if they expect to monetize their investments.
Making the investment in digital content and news pay
The IppStar one day workshop will explore how leading media companies are currently using Big Data technologies and tools, such as analytics and Data Management Platforms (DMP) for tracking users’ data and producing actionable information for editors and advertisers. The workshop will help in positioning the advertising content by using content and analytics. The programme will also discuss native advertising, editorial and advertising campaign analytics with an aim to increasing advertising sales.
Brand owners are directing their resources towards data mining and data analytics. Analysis of big data can help improve the online marketing strategy of a business since the needs of the customer are better understood, and it can then find ways to effectively anticipate and address those needs. The question is how advertising vertical heads can leverage content and data to help their clients optimise their ad campaigns.
About the workshop
The small and interactive workshop will be conducted by Tariq Husain, CEO of Express KCS, and is aimed at helping media organizations in setting up editorial and advertising analytics, and then using analytics to increase audience and readership and to monitor advertising campaign performance. The workshop will be fully interactive in an attempt to address many of the problems faced by newspapers, magazines and news websites in monetizing their content. The last session will be an open discussion on how these ideas and technologies can be practically used by media organizations to improve their reach, influence and revenues.
This one-day programme will also cover integrated agile digital, print and native advertising and content production workflows. The attendees will learn how they can use such workflows to further bolster their editorial content and digital ad campaigns. Husain will practically demonstrate tools which can measure the performance of editorial content and advertising campaigns and how to use these data and analytics to optimise a campaign increasing advertising sales. The workshop will focus on helping audience from different strata such as senior executives and vertical heads in newspaper advertising sales and operations, executives from publishers’ brand studios; IT executives responsible for ad workflow, Big Data and analytic systems, and senior executives from SEOs and digital newsrooms.
About Express KCS
Express KCS is a creative-production company that provides high quality advertising and marketing production services to global clients and is aimed at helping understand integrated content design and content production workflows.
IppStar (Ipp Services, Training and Research Private Limited) is a part of the IPP Group, which publishes two trade magazines, namely Indian Printer and Publisher and Packaging South Asia. Founded in 2001, IppStar is a leading business services and knowledge management company committed to the Indian printing, packaging and publishing industries. IppStar specializes in offering holistic research, business consulting services and training and education solutions to the industry.
