Association of online publishers Helping media owners build better digital business

Programme

8.15-9.00: Registration and Coffee 9.00-9.05: Welcome 9.05-9.35: Opening keynote: What the lean startup methodology means
Rob Fitzpatrick, founder of the 10k Bootstrap Challenge, Founder Centric and dex.io. 9.35-10.15: Panel: How publishers can apply lean thinking 
Which publishers are unleashing their inner startup? What are the particular challenges that face media businesses in trying to adopt lean techniques within their business, and how are they being overcome?
Moderator: Spencer Kelly
Nick Bell, Digital Product Director, News International
Rob Fitzpatrick – founder of the 10k Bootstrap Challenge, Founder Centric and dex.io. 
Kevin Heery, digital technology director, IPC Media
Jimmy Maymann, senior vice president, AOL Huffington Post Media Group 10.15-10.45: Coffee 10.45-11.20: Breakouts Case Studies: Building the stack
How companies are capturing, understanding and managing user data, and using it to refine their product offerings.
Moderator: Tim Hussain, Head of platform development & partnerships, BSkyB
Matt Keylock, Head of solutions and innovation, Dunnhumby USA
Piers North, Strategy director, Yahoo!
Matthew Hawn, ex-Last.fm


Panel: Lean thinking for journalists
How can journalism be made more efficient without compromising quality?
This session will look at new processes, tools and approaches to produce compelling content despite budget constraints.
Moderator: Neil McIntosh, deputy editor, The Wall Street Journal Europe
Sarah Marshall, technology editor, journalism.co.uk
James Murray, editor, Business Green
Edward Roussel, Digital Editor, Telegraph Media Group
Anthony Thornton, digital development director, IPC Media 11.20-12.00: Breakouts

Panel: The future of ad sales - maths or magic?

The proportion of online display sales that is being handled automatically is growing fast. Will all inventory eventually go that way, or will there still be a role for more traditional partnership approaches?
Moderator: Ciaran O’Kane, CEO and founder, ExchangeWire
Sacha Bunatyan, general manager UK, Amnet
Katie Eyton, Executive Director, Head of Digital Operations - Manning Gottlieb OMD
Chris Maples, VP Europe, Spotify
Fabien Magalon, MD La Place Media

Panel: Cheap, easy and popular – data journalism for everyone

Data is increasingly the raw material of news. Can all media outlets take advantage of the opportunity data journalism presents? What challenges does it pose in the recruitment and training of staff and in the delivery of their work?
Moderator: Simon Rogers, Guardian
Kevin Anderson, editor and digital strategist, Media Development Loan Fund
Damian Kimmelman, CEO, DueDil.com
Chris Taggart, co-founder & CEO of OpenCorporates, and founder of OpenlyLocal Case Studies: Adaptive Design and User Experience
Device proliferation is forcing publishers to rethink their cross-platform strategies. This session will look at the business rationale behind three uses of adaptive design, and at the technical and design challenges publishers face in making sure their offerings deliver the best experience across multiple channels.
Moderator: Spencer Kelly
Laura Jenner, product manager
CBS Interactive b2b, UK, CBS Interactive
Chris Russell, head of product for News, BBC Future Media
12.00-12.30: Live interview: David Levin, CEO, UBM in conversation with Spencer Kelly 12.30-13.45: Lunch 13.45-14.30: Seminars & Case Studies
SESSION A
Successfully navigating programmatic hosted by AOP and ExchangeWire. The session aims to dispel the myths around programmatic audience led buying; why premium publishers still hold the keys and how can publishers regain control in an ever increasing demand led market place.
CIARAN O’KANE CEO and Founder, ExchangeWire SESSION B
Business Model Canvas workshop In this intensive, hands-on workshop, delegates will be using the Business Model Canvas to prototype a dozen new business models under a wide range of constraints. You’ll leave with a working knowledge of how to use the canvas with your team to analyse, invent, and innovate on your business model. ROB FITZPATRICK, Founder of the 10k Bootstrap Challenge, Founder SESSION C
The separation of ‘Social’ and ‘Media’ CASE STUDY1 You are the Creators and Harbourers of Content BUT do you understand your Relevance in the ‘Social Era’ • Understanding the Virality of your content • Leverage the ‘Sharing’ phenomenon • Do not leak Data CASE STUDY 2 Shake off your Chains, embrace Social Distribution to improve your monetisation and Commercial Opportunities • Audience everywhere • How to regain some control
RUPERT STAINES, MD RadiumOne 14.30-14.40: Changeover 14.40-15.25: Seminars & Case Studies SESSION A
Joining the dots. In this seminar, Tom Betts will talk about audience analytics at the FT, discussing how the company is measuring shifts in audience consumption across mobile channels. He will touch on the FT’s advanced analytics capability, but also how its business model lends itself to this by having a relationship with its customers which means it can see how they use various devices as part of their overall consumption of the FT.

TOM BETTS, FT.com SESSION B
Business Model Canvas workshop In this intensive, hands-on workshop, delegates will be using the Business Model Canvas to prototype a dozen new business models under a wide range of constraints. You’ll leave with a working knowledge of how to use the canvas with your team to analyse, invent, and innovate on your business model. ROB FITZPATRICK, Founder of the 10k Bootstrap Challenge, Founder SESSION C
How Netherlands biggest publisher Sanoma Media shapes their digital monetisation strategy Sanoma Media, the biggest Media House in the  Netherlands, has recently launched an Automated Trading Platform called ADAPT to answer the new challenges through the automization of media ad  sales and data driven advertising. ADAPT offers new purchasing options over and above the current CPC option (known as IMX): CPM and Retargeting. As such, Sanoma Media is a European forerunner and teamed up with Ad Technology Provider Improve Digital, who provided the underlying platform technology. Michiel Buitelaar, Chief Operational Offi cer Digital (COO Digital) is responsible for Sanoma Media’s digital media activities in the Netherlands and will guide the audience through the decision making process how to react on Real Time Bidding and Automated Trading as a classic media house  coming from Print and TV and operating in the most advanced market in Europe when it comes to data driven and automated advertising, the  Netherlands. Joelle Frijters, CEO and Co-founder will give insights on the technology, but also a strategic outlook for Europe and especially for the UK market based on the knowhow of the only Pan-European Sell Site Platform Improve Digital. JOELLE FRIJTERS, Improve Digital SESSION D
How to grow market share using testing and personalisation to optimise the online experience. Have you ever made updates to your website based on “gut feeling?” Or rather, do you actually know the best design/content/layout combination to drive your online visitors to convert? Wayne Morris will show case solutions to your website riddles by replacing subjectivity and guesswork with decisions based on data—data derived from feedback of your live online traffi c. This level of intelligence and consumer-led decision-making will transform the way you evolve your website and give you: Increased revenue and ROI through signifi cantly higher conversion rates An enhanced brand experience for site visitors, and higher repeat customers Budget savings and removal of the risks  normally associated with (unqualifi ed) design changes Rapid deployment of multivariate and A/B tests, without using your costly IT resources.
WAYNE MORRIS, Maxymiser
SESSION E
Tracking the user experience to increase advertising revenue Device proliferation is forcing publishers to rethink their cross-platform strategies. The range of devices available means that it is vital for anyone publishing online to be accessible to the widest possible range of users. This session will look at the business rationale behind the use of adaptive design, and at the technical and design challenges publishers face in making sure their offerings deliver the best experience across multiple channels. When Google/YouTube wanted to test the effectiveness of pre-roll advertising in the masthead position of their site they worked in conjunction with EyetrackShop using their patented biometric eye tracking methodology. YouTube uses these continuous studies to show that their ad placements give clients effect beyond CTR and opens the site to brand spend beyond normal activity. Campaigns so far have included McDonalds & Playstation and Eyetrackshop’s custom-made reports for YT now see extensive analytical data on elements such as Visual Attention, Fixation, Attention & Brand Recall. All of this combines with an extensive benchmark database to provide YT with comparative results for verticals & geography. DARREN HAMER, Eyetrackshop 15.25-15.55: Coffee 15.55-16.35: Keynote - "Take Control or Someone Else Will"
Kirk McDonald, President, PubMatic 16.35-16.55: Hack Day interviews
The winning teams from this year’s “Hack The Ad” hack day discuss their projects with Spencer Kelly. 16.55-17.25: Closing keynote: Developing internal entrepreneurship
Eze Vidra, head of Google Campus 17.25-17.30: Closing remarks 17.30: Drinks Reception Programme is subject to change.