WAN/IFRA Organizing Cross-Platform Advertising Study Tour

By: E&P Staff

The World Association of Newspapers and News Publishers (WAN/IFRA) is organizing a study tour, slated for Oct. 17-23, to examine opportunities and complexities presented by new technologies, including augmented reality, mobile devices, social media, and systems such as iAd, in the creation of revenue streams outside traditional advertising.

The tour will visit European media houses and innovators looking at the latest techniques, formats, pricing strategies, product portfolio concepts and metrics behind traditional print and digital advertising and new revenue sources.

The agenda includes new advertising business strategies, creative cross-media campaigns, targeted content and advertorials at work, viral marketing, media metrics, paid-content strategies, ideas for more classified revenue and better usability, using social media for advertising, new ad formats, new print products, and innovation in video and mobile advertising.

The program has scheduled presentations, some tentative, from Apple Europe on iPad and iAd, Bild (Axel Springer) on user-generated advertising, Britian’s Daily Telegraph on cross-platfom ad sales, Kleine Zeitung, Styria, Austria, on an out-of-the-box cross-platform campaign, Pronto Communication on viral marketing, Mobiento on mobile marketing, Nielsen online on measuring online success, Sweden’s Schibsted on behavioral targeting, Videoplaza on video advertising, and Xalmiento on usability in classified Websites.

Final program information will be available by the end of August. Visit the IFRA site for more information.

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