SEMPL 19: ROBERT SCHMITZER, Director of Digital Development, Delo Slovenia

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Trust, transparency and new normal Viewability, relevant metrics, fake news, ad fraud… while counting conversions, likes and impressions, there are some major issues to be adressed.

NASLOV POGLAVJA
2
Trust, transparency and
new normal
Robert Schmitzer
Delo media house, Ljubljana
v2 (23. 11. 2017)

NASLOV POGLAVJA
3
Word of the year:
FAKE NEWS
Old as the media itself
Let me tell you a story from 2008 …

NASLOV POGLAVJA
4
“YOU are going to
lose your home!”
Target: People that bought their flats for
cheap under denationalization law in the
90’s.
“Politicians A and B are to be blamed!”
Few days before elections of 2008.

NASLOV POGLAVJA
5
Remember the mass hysteria?

NASLOV POGLAVJA
6
Remember the mass hysteria?

NASLOV POGLAVJA
10
Something like this also
happens … “Tina Maze in bribery scandal”

The future media agency is not an agency 20 years ago, an average media plan took around 50 decisions to make. Today, it is more like 5.000. Without an artificial intelligence, you cannot longer keep up. Let's face the truth, the game is changing, transparency counts more than trust and media agencies must re-think their business. Andreas will show you how A.I. can already be successfully integrated into the strategic media planning and how it can allow as to make smarter, data driven decisions in order to maximize ROI across our marketing mix.

SEMPL 19: NICK BICANIC, Founder of RVLVR USA

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OK. So there are no more screens. Now what? What happens when media moves beyond the "frame" - be it a television, movie-screen, tablet or phone? What do stories become? How do brands engage with them? Is this the end of mass media or just another beginning? If you think screens are going to disappear what can you do today to prepare? Or should you just cross your fingers and hope that your existing business model will still be there in 3 to 5 years? Nick Bicanic will talk about the future of frameless media.

SEMPL 19: SUSIE DENT, TV Presenter and Lexicographer UK

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Words at Work (And Words that Don’t Work at Work) The words we choose matter. In the space of one sentence, an audience can decide whether to tune in or tune out, just as a single slogan can change our perception of a product forever. Susie would like to try to illuminate the areas where marketers can get things spectacularly wrong, and suggest how they can make them dramatically right, all thanks to the vocabulary they choose. Electing the right form of language costs nothing but can pay remarkable dividends. She’ll also be discussing jargon and how, contrary to all expectations, it can be a force for the good, providing it’s used in the right way! Throughout, Susie will be drawing on examples from various industries of language that worked, and the kind that really didn’t, and examining some case studies in which the addition of a simple phrase, to a request, dramatically changed the result. Each will, she hopes, demonstrate the saying that ‘words are free - it’s how you use them that may cost you’.

SEMPL 19: JAN JILEK, CEO, Dotmetrics Croatia

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$SEMPL 19: BORSI ROGAN, Managing Director, Luna\TBWA Zagreb Croatia$ $SEMPL 19: BORSI ROGAN, Managing Director, Luna\TBWA Zagreb Croatia$

SEMPL 19: BORSI ROGAN, Managing Director, Luna\TBWA Zagreb Croatia

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SEMPL 19: JOHN DALTON, Director of LSPR UK and LSPR Worldwide UK

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Why Modern Leadership Fails: Biology has the answer Modern leadership is the most talked and written about topic in business - yet despite millions of articles and thousands of books and academic studies, there are still so many examples of failure in leadership in both commerce and politics - why? It is the most talked about and least understood academic topic. John's rationale is simple - business and management education has focused on outcomes and used military leadership as its base - this is outdated and now less useful. Few people have looked at evolutionary biology and neuroscience to provide a proper explanation of why we think as we do and why mismatches occur all the time. This talk is about putting the biology back into management and leadership.

SEMPL 19: DAVE BIRSS, Speaker, Author, Creative Thinker, UK

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Everything I thought about creativity is wrong After 20 years as an advertising creative - and creative director roles at some of London’s most respected agencies - Dave thought he understood creativity. Eight years after he left the industry, he realises most of that was completely wrong. He’s spent the last few years studying, experimenting and questioning everything he assumed to be true. And he’s ready to share some of his latest thinking on idea-generation and how to get better at it.

SEMPL 19: MARIUS IVANOVAS, Head of Performance & Biga Data Division, Httpool ...

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SEMPL 19: SNEHA NAGESH, Global Search Business Director, PHD Global Business UK

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Closing the gap between technology and us – key future developments that await us Humans and technology are getting closer to each other every day. We are wittnesing developments in the tech market that are surpassing all the predictions, especially in the field of cognitive technology. Sneha will lead you through the changes that awaits us, reveal some of the developments coming our way and tell you what we have to do today to prepare for tomorrow.

SEMPL 19: ČRT PODLOGAR, Digital Strategist, Red Orbit Slovenia

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Building Purchase Intent on Mobile Since the beginning, TV has been used to build awareness and drive purchase intent. Entire companies and industries were built on that. But as users are now shifting to mobile, advertisers will need to learn how to build awareness and intent there. This has been a challenge for many advertisers and online media for some time. All the big players (from Google to Facebook) are now heavily investing in developing new solutions for advertisers to reach users at the top of the funnel (TOFU). While many new solutions already exist, advertisers and agencies have yet to find the perfect mix that will actually have an impact on the bottom of the funnel (BOFU) as well. The first companies to master the digital TOFU and MOFU (middle of the funnel) will be tomorrow's winners.

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SEMPL 19: ROBERT SCHMITZER, Director of Digital Development, Delo Slovenia

1. NASLOV POGLAVJA 1

2. NASLOV POGLAVJA 2 Trust, transparency and new normal Robert Schmitzer Delo media house, Ljubljana v2 (23. 11. 2017)

3. NASLOV POGLAVJA 3 Word of the year: FAKE NEWS Old as the media itself Let me tell you a story from 2008 …

4. NASLOV POGLAVJA 4 “YOU are going to lose your home!” Target: People that bought their flats for cheap under denationalization law in the 90’s. “Politicians A and B are to be blamed!” Few days before elections of 2008.

5. NASLOV POGLAVJA 5 Remember the mass hysteria?

6. NASLOV POGLAVJA 6 Remember the mass hysteria?

7. NASLOV POGLAVJA 7 Democracy survived but The editor lost his job Fake news was never published. People never knew what happened behind closed doors. Media won as a guardian of democracy and a watchdog. The fired editor is now chief editor of Slovenia’s “Trusted brand” newspaper.

8. NASLOV POGLAVJA 8 Fast forward to 2017

9. NASLOV POGLAVJA 9 In 2017 … The new information gateway: People consume news on social media (and per se, nothing’s wrong with that!) • 54 % use Facebook for news. • Algorithms are curators instead of editors. • 76 % think social media is failing in separating fact from fiction. • 33 % don’t know the true source (media or brand) of a news article: “I’ve seen the news on facebook” Data sources: Reuters Institute, Business Insider  huge problem only for facebook? • media • advertisers • agencies

10. NASLOV POGLAVJA 10 Something like this also happens … “Tina Maze in bribery scandal”

11. NASLOV POGLAVJA 11 Call to action: Joint responsibility We need to take action: - Media - Advertisers - Agencies Recognize quality! Return value! Brand recognition! Enable democracy to thrive Enable sustainable business models Love/hate relationship with Google & Facebook Support quality journalism Cooperate and deliver value

SEMPL 19: ROBERT SCHMITZER, Director of Digital Development, Delo Slovenia

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