In an increasingly diverse media landscape, advertisers and agencies must find new ways to place advertising effectively and reach consumers. Precise audience targeting and creativity in advertising are required — two important criteria addressed by the panel “Good Planning Works Better”. Dr Jochen Kalka, editor-in-chief of W&V, will discuss the challenges facing the industry with advertising experts including Dr Michael Trautmann, Managing Director of kempertrautmann, and Dr Peter Haller, Managing Director of the Serviceplan Group. According to Haller, the Web 2.0 trend has created a completely new form of “marketing democracy”, in which “users’ opinions increasingly determine the image, behaviour and market success even of large and established brands”. (Panel 3.3, Thursday, 30 October, 10 a.m.)
Inventiveness and fresh ideas are equally essential for video advertising, a new advertising format used with increasing frequency online. In the session “Killer Application Video Ads”, participants including Thomas Hofmann, Director of Media & Marketing Innovations at McDonald’s Germany, Sevenload Managing Director Axel Schmiegelow and FOCUS Online editor-in-chief Jochen Wegner will discuss how video ads should be designed to achieve the desired effect. (Panel 3.6, Friday, 31 October, 10 a.m.)
Radio and advertising is one aspect of the Radio Summit. Panellist Lutz Kuckuck, Managing Director of RADIOZENTRALE, sees “a particular future opportunity for radio in its especially strong connectivity through parallel use and cross-media partnership — radio as navigator, with the internet providing in-depth information and activities”. A central topic of the discussion will be how radio can evolve from a channel-oriented medium into a cross-media advertising partner in the age of media convergence. (Panel 8.3, Thursday, 10 a.m.)
The panel “How Much Longer Will the Money Keep Rolling in the TV Advertising Market?” addresses the future role of conventional television advertising for consumers and the prospects for broadcasters’ diversification strategies. The participants are Thomas Gries, Marketing Director at Coca-Cola; Jan Kühl, Managing Director of EL CARTEL MEDIA; Richard Reitzner, Managing Director of HSE; Johannes Züll, CEO of Aegis Media Group Germany; and Mindshare CEO Paul Vogler. (Panel 13.2, Wednesday, 29 October, 4 p.m.)
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