Digital Day
For Better Web
18.05.2023. | Hotel Hilton, Belgrade
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Program
09:00 - 10:00
Registration
10:05 - 10:15
Opening
Igor Žeželj, CEO AMG, IAB Board President
10:15 - 10:30
AdEx Benchmark 2022
10:30 - 11:00
Keynote: Using data to put the audience at the heart of editorial decision making
I was struck by one line in the briefing for this session – digital experiences are designed to enhance our lives.
I have spent my entire career as a digital journalist focused on one thing – tailoring content to answering audience’s needs. In news if we are not serving our audience’s needs what are we doing?
Using data to tailor content to answer the questions our audiences have is for me the goal of digital journalism and also ensures our content performs well.
This is what we have been trying to introduce at Euronews in our digital first strategy.
11:00 - 11:30
Keynote: The Digital Tomorrow of Today’s Banking
The world and the times we live in confirm to us again and again that digitization – in any segment of reality, and therefore also in the world of finance and banking – clearly represents a long road that none of us even knows does it has the end and how this end could look like.
Because of this, the digitization of the time in which we live is a constant challenge and incentive for all of us, with our constant desire to be smarter, faster and better than others.
Although it is a fact that today banking is one of the most legally regulated sectors – in the world, as well as in Serbia – and that everyone pays the most attention to how the data managed by banks is stored and for what purpose it is used, the digitization of banking services is a process that is gradually taking place in front of our eyes.
What are the trends that are expected and that will further shape and reshape digital banking in Serbia – is one of the topics that we will talk about in the presentation “The Digital Tomorrow of Today’s Banking”, which will be held at this year’s Digital Day by the President of the Executive Board of Addiko Bank Vojislav Lazarević.
11:30 - 12:00
Keynote: Own your audience and take back control
In the world of digital advertising, first-party data is emerging as the dominant force, akin to a captivating soloist leading a symphony. This revolution empowers advertisers to unleash their creativity, forging connections across boundaries and creating unforgettable campaigns. By taking ownership of their data, advertisers become the maestros, creating campaigns that reverberate far beyond the walled gardens. Just as music transcends boundaries, programmatic advertising transcends limitations, empowering advertisers to create harmonies that resonate throughout the advertising landscape.
Matjaž Fajfar, Expansion Manager Adriatics and DACH at iPROM guides us on a journey through the similarities between the digitalization of music, streaming platforms, and the future of digital advertising. He explores the growing importance of privately-owned independent DMPs and the critical role first-party data plays in effectively targeting proprietary media audiences. This opportunity offers an exciting chance to revolutionize advertising strategies. Don’t miss out on this transformative experience!
12:00 - 12:15
Pauza Powered by Grand Kafa
12:15 - 12:45
Keynote: Turning customers into fans
In today’s world of online privacy concerns, brands need to work much harder to become and stay relevant for their audiences.”
During the presentation, I will cover the following:
– Current media spending in North America
– How are Fortune 500 companies solving the issues today
– Jeep, Coca-Cola, Heineken, Walmart, etc
– Phasing of 3rd party cookies and their impact
– Brands that are doing it well
– Dodge, Harley-Davison, Tesla. Polo, etc
– Example of the industry (cannabis) where 3rd party cookies are not allowed and what the challenges are.
– AYR Wellness
12:45 - 13:45
Panel discussion: Digital Media: Challenges & Possibilities for a Better Web
Looking to stay ahead of the digital media curve? Look no further than the “Building a Better Web: Navigating the Challenges and Opportunities for Web Media Portals” panel. Bringing together expert panelists from across the marketing ecosystem, our discussion will explore the current state of digital media and focus specifically on the unique challenges and opportunities facing web media portals.
Topics will range from privacy, security, and transparency to the impact of social media and tech giants on web media portals, as well as the emergence of decentralized technologies and ethical design practices. We’ll also delve into practical strategies for monetizing content, including the pros and cons of digital subscriptions and the challenges of negotiating fair compensation with tech giants.
Through constructive dialogue and collaboration, the panel will seek to identify concrete steps that web media portals can take to build a more sustainable, fair, and accountable web for everyone.
Whether you’re a seasoned industry pro or a newcomer to the digital media landscape, this hour-long discussion promises to be an invaluable opportunity to stay up-to-date on the latest trends and innovations.
Moderators:
Participants:
13:45 - 14:15
Keynote: Sutrašnji svet
As we came home, my wife asked me about what was better. Because now with “these apps” that take photos and listen to you, she’s not sure anymore. “Should we keep everything on our personal server, or should we keep the data in the cloud?” I looked at her and I told her I didn’t really understand the question. “From all points of view – she continued, but I want both to utilize stuff like Office 365 or Instagram and have privacy”. I knew then that, as much as I wanted to keep my promise to not bring work home, I had to.
14:15 - 15:00
Snack Break
15:00 - 16:00
Panel discussion: For Better Web with more sustainable business model
Leader from the marketing industry will come together to discuss issues that are on everyone’s agenda on the market: talent retention and staff training, turnover, salary growth and competition in the digital industry, as well as the dilemma between insourcing and outsourcing digital departments. They will discuss the positive aspects, including the growth of consumption of digital channels and the numerous opportunities that digital technologies provide to brands and companies. Don’t miss the opportunity to hear what these industry experts have to say about the direction of agency development, globalization vs. localization, and trends in digital transformation!
Moderators:
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16:00 - 16:30
Keynote: Turning Collected Data into a Creative Drama
Data is only as powerful as the outcome it helps deliver, the benefit it helps empower and the story it helps inspire. Utilizing technology and digital platforms to attain data and to learn more about your TA is inclusive in marketing communications today. But… it’s just a first step in the path to effective innovative marketing communications.
The key questions which follow are:
– What data can be used in a way which will not irritate, and your TA will appreciate?
– What data can help deliver concrete value in innovative, unexpected ways people will find interesting?
– How can you transform the data into relevant, creative, impactful ideas and engaging storytelling, relevant to both brand and TA?
– How can you do all that on multiple platforms?
In a nutshell… how to detect meaningful data with substantial brand + consumer value? And how to utilize this data as the heart and center of a meaningful impactful marketing communications idea?
This session at IAB Digital Day will provide answers to such questions by decoding recurring thinking patterns embedded in award winning ideas which reached this illusive promised land: translated collected data into a creative ‘drama’, on a variety of platforms, addressing a variety of tasks and challenges, in a way which got people to pay attention and to appreciate the intention.
It will then show how to translate these thinking patterns into structured creative thinking tools, which can help guide thinkers to ideas with a possible similar outcome.
16:30 - 16:45
Pauza Powered by Grand Kafa
16:45 - 17:15
Keynote: Does lack of transparency in the retail arena drive solutions 4 sustainable "digital" commerce and boost relevance of trust and smart shopping?
We are living in the age where information is easily available, if not, someone will make a business model around it. Why do some retailers think they can outsmart smart shoppers? Why 4T model can be the base for sustainable ecommerce.
17:15 - 18:15
Panel Discussion: Redefining Digital dialogue: Unlocking the Future of Web Communication
The panel discussion “Redefining Digital Dialogue: Unlocking the Future of Better Web Communication” focuses on exploring the changing landscape of online communication and how it can be improved to foster more meaningful interactions between entities.
The panelists will discuss topics such as the impact of social media on communication, the role of empathy in online interactions, the ethical considerations of online communication, and the potential of emerging technologies to enhance web communication.
The panelists will also share their insights and experiences on how brands and organizations can leverage digital communication tools to build stronger relationships, promote inclusivity, and foster a sense of community online.
The discussion will conclude with a Q&A session where the audience can ask the panelists questions and share their own perspectives on the future of digital dialogue. By the end of the panel, participants will gain a deeper understanding of how digital communication can be redefined to create more positive and impactful interactions online.
Moderators:
Participants:
20:30 - 01:00
MIXX AWARDS CEREMONY & CLOSING PARTY (DJ OYSHA + FOOD & DRINKS)
09:00 - 10:00
Registration
10:00 - 11:00
Livestream
11:00 - 11:30
Keynote: Responsible Advertising for a better web
In this keynote, we will explore how Teads has built its approach to responsible Digital advertising around four key pillars: support for Quality Journalism, respect for brands and users, preventing diversity and inclusion bias and fostering a Sustainable Digital Ecosystem. Teads’ mission is to create a positive impact on our society by connecting brands to consumers in a respectful and ethical manner.
Throughout the keynote, we will dive into the importance of each of these four pillars and how they contribute to a sustainable digital ecosystem. We will discuss how supporting quality journalism benefits not only the media industry but also consumers by providing them with accurate and trustworthy information. We will explore Teads’ commitment to respecting brands and users, which includes prioritizing user experience, brand safety, and transparency. We will also delve into how Teads is preventing diversity and inclusion bias in advertising and how it can contribute to a more equitable society.
Moreover, we will cover Teads’ innovative solutions that have been built around these four pillars, such as their use of artificial intelligence and data-driven technologies. We will highlight the benefits of these solutions, such as relevant and personalized ads, respectful of the users’ privacy and how they can improve the overall user experience.
Finally, we will discuss the future of responsible advertising and the role Teads sees itself playing in shaping it. We will touch upon Teads’ ongoing commitment to sustainability and ethical practices and how they are integral to their mission of creating a sustainable digital ecosystem.
11:30 - 12:00
Keynote: Should you build Better Web from Serbia?
12:00 - 12:15
Pauza Powered by Grand Kafa
12:15 - 13:15
Panel: AI-vertising: will AI unleash creativity in our industry?
The panel will explore the benefits of applying AI to the advertising and creative industries will show how artificial intelligence is transforming the way campaigns are created and executed. Panelists will discuss the AI technologies and tools available to us, the benefits of using them in the industry, the impact on the creative process, as well as the limitations encountered when using them in creating campaigns. Panelists will also have the opportunity to showcase from different angles how the industry is changing, what challenges are ahead and how we can use AI to facilitate and improve processes.
Moderators:
Participants:
13:15 - 14:15
Panel: Ecommerce - from nice-to-have to must-have
Ecommerce has without a doubt, become the new normal of the modern lifestyle, and consequently, businesses have found themselves in a new arena fighting for the attention and results with multi-fold numerous competition. How do big, international players, and how do small local brands handle the challenges that the electronic market puts before them? How to make a smart use of data in the offline to online conversion; is market place a good model for all businesses and how to be efficient in the implementation of innovative technologies – these are some of the topics to be discussed at this panel.
Moderators:
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14:15 - 15:00
Snack Break
15:00 - 16:00
Panel: Digital is Dead (powered by Method)
The panel “Digital is dead”, organized by Method agency, will be held at the Method hall, gathering interesting relevant guests from the world of digital and communications ready to approach the subject of whether there is anything not digital these days – whether the mere term is redundant, and what does digital stand for today.
Moderators:
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16:00 - 16:30
Keynote: Future and Challenges of Audience Measurement
It has never been a calm environment where things stood still even for a moment and with all the new technologies, channels and habits on one hand and the push-back against tracking, focus on privacy and many other factors on the other the complexity of internet, or nowadays rather media, consumption measurement grows immensely. So, how do we see this task today, what challenges do we expect to be tackled, what to do to be prepared and how to answer them?
16:30 - 17:30
Panel: From Dial-Up to TikTok: Two Generations Spill the Tea on the Future of Digital Everything
“Ready to vibe check the digital universe? Four adventitious Web professionals will take the stage at this year’s Digital Day to craft the Hitchhiker’s Guide to the Digital Galaxy live and on the fly. An unusual panel, with a severe deficit of middle-aged male professionals, our panelists come from two generations that shaped the Web as it is today and will be discussing the past, present, and future of the Web.
Our OG digital Gen X squad are bringing their digital receipts, ready and eager to share their experiences in the evolution of the internet and how it all flipped the script on business and communications over three decades.
Their no cap Millennial influencer counterparts – raised on a strict diet of social media, Netflix and YouTube – are there to tell us all about the hustle, turning digital trends into major engagement. They’re here to tell us what’s next in the digital content and marketing game.
This lively tête-à-tête promises to be a mash-up of experiences and ideas, with our panelists eager to involve all generations from the audience in the discussion, to explore and discover the answers to a better Web for everyone.”
