International News Media Association (INMA) is organizing a masterclass on “What’s Next in Advertising Sales” from 10-17 November 2020 from 1000-1230 hours New York time.
In this Master class, participants will learn how publishers organise their sales team compensation when advertising sales moves to long-term relationships with advertisers, and what skill sets are needed from their advertising team. The masterclass will also discuss self-service advertising where the client does everything themselves and there is no sales team; and selling advertising in a changed market.
Some of the topics covered in the masterclass are market trends, business models and strategies for 2021, best practices including multi-channel products supporting ad sales, partnership models, native advertising, targeting emotional context, data analytics in advertising, selling first-party audience segments, leveraging subscription data for ad sales, the impact of third party cookie demise.
The panelists include Gustaf Eriksson, head of business, Intelligence Norway; Dr. Augustine Fou, advertising consultant, Marketing Science Consulting Group, United States; Hakan Hamrin, head of programmetic, Stampen Media, Sweden; Preetinder Kaur, head of brand solutions, The Hindu Group, India; Pietari Korhonen, head of news media & lifestyle, Sanoma media, Finland; Thomas Lue Lytzen, head of product development & insights, JP Politikens Hus., Denmark; Mickaela Lusignan, regional digital director, USA today, Network/LOCALiQ, United States; Allison Murphy, vice president of ad innovation, The New York Times, United States; and Christian Thu, vice president advertising sales, Amedia, Norway.
The masterclass costs US$ 395 for INMA members, while non-members can avail of the facility at US$ 1,190 which includes one year of INMA membership. Click here to register for the masterclass.